El mercadeo es parte esencial de un negocio. De hecho es el corazón de cualquier negocio que sirva la función vital de convertir actividades de producción en desempeño financiero, asegurando la supervivencia del negocio. El mercadeo es clave, sin importar el tipo de negocio (incluyendo la agricultura).
This 5-page fact sheet provides a rationale for developing a marketing plan, a step-by-step process for creating one, and a marketing plan worksheet. Written by Edward A. Evans and Fredy H. Ballen, and published by the UF Department of Food and Resource Economics. Translated into Spanish November 2015. (Photo credit: Thinkstock)
(also available in English as “Eight Steps to Developing a Simple Marketing Plan” at http://edis.ifas.ufl.edu/fe967)
Consumer preferences for home lawn fertilizers are not always informed and do not always align with best practices. Understanding the disconnect will help turf industry educators better address consumers’ misperceptions about fertilizers, and help industry stakeholders design more appealing products and educate consumers effectively as they promote them. Knowing consumer preferences greatly reduces stakeholders’ risks and improves efficiency in determining future product and promotional strategies. This 4-page report discusses the findings of a 2013 survey of 1,066 US homeowners about their preferences and willingness-to-pay for various lawn fertilizer attributes. Written by Hayk Khachatryan, Alicia Rihn, and Michael Dukes and published by the Food and Resource Economics Department.
Consumer demand for local products is increasing all the time because of perceptions of superior quality and the idea that local products benefit personal health, the local community, and the environment. Many states have publicly funded marketing programs to promote the consumption of local products. In a new development in Florida, the Department of Agriculture and Consumer Services (FDACS) has partnered with the Florida Nursery, Growers, and Landscape Association to include horticulture plants in the state’s Fresh from Florida campaign for the first time. This 3-page report written by Hayk Khachatryan and Alicia Rihn and published by the Food and Resource Economics Department provides an overview of Florida consumer perceptions of the new Fresh from Florida campaign for horticultural plants. Growers, wholesalers, marketers, and retailers can use the tips inside to understand consumer perceptions and discover how best to use the promotional materials of the new program to reach consumers, reduce economic risks and improve their returns on investment.
Marketing is an essential component of any business, including agriculture. Despite the important role of marketing, many smallholding operators/growers are reluctant to create a marketing plan. This 5-page fact sheet provides a rationale for developing a marketing plan, a step-by-step process for creating one, and a marketing plan worksheet. Written by Edward A. Evans and Fredy H. Ballen, and published by the UF Department of Food and Resource Economics, August 2015. (Photo credit: iStock/Thinkstock)
US firms that sell nursery and garden products have become more interested in effective advertising and promotion strategies. A major question for these green industry firms is how to stimulate additional sales. This 3-page fact sheet was written by Hayk Khachatryan, Alicia Rihn, Marco A. Palma, and Charles R. Hall, and published by the UF Department of Food and Resource Economics, August 2014.
While the state and many non-profit organizations provide information to the Florida seafood and aquaculture industry to help them market their catch, they offer few resources facilitating e-commerce. As a business tool, e-commerce can help expedite the buying and selling of seafood products among consumers, producers, and other businesses within the food industry value chain. E-commerce is a new promotional strategy producers can use to improve their marketing efficiency. For example, the affiliated websites Florida MarketMaker and Florida Food Connect are designed to enhance the online presence for the Florida seafood industry. Web portals such as these increase the visibility of seafood businesses by allowing dealers to create a searchable online profile attracting more customers seeking locally sourced seafood. This 6-page fact sheet was written by Charles M. Adams and William Barker, and published by the UF Department of Food and Resource Economics, May 2014.
Think about a time when you wanted your parents to do something for you, such as buy you a special birthday gift, let you stay up late, or go out with your friends. Your attempts at persuasion probably focused on communicating specific reasons why your parents should take the action you wanted. Persuasion is a communication tool that can be adjusted to convince a single person, or to move an entire audience to a desired action. In this publication you will learn several techniques for persuasive communication. This 2-page fact sheet was written by Laura Gorham, Ricky Telg, and Tracy Irani, and published by the UF Department of Agricultural Education and Communication, July 2013.
Specific contextual cues are added to media messages that persuade people to think one way or another about an issue and influence their actions. In this publication, you will learn the different ways that the mass media use persuasion and how persuasion encourages the audience to change their attitudes or behavior. This 3-page fact sheet was written by Laura Gorham, Ricky Telg, and Tracy Irani, and published by the UF Department of Agricultural Education and Communication, July 2013.
Persuasion can be used in written essays, speeches or as part of media campaigns that attempt to influence an audience to change their thinking or behavior. This publication will familiarize you with the tools necessary to develop a persuasive essay, speech, or media campaign. This 3-page fact sheet was written by Laura Gorham, Ricky Telg, and Tracy Irani, and published by the UF Department of Agricultural Education and Communication, July 2013.
Learning how to plan special events is an important skill that can benefit you and your organization. This publication is designed to help you understand what special events are and how to conduct them. After reading this publication, you will be able to explain how event sites are chosen, what criteria are used to plan events, and how to handle site permits, contracts, and budgets. You also will learn the five critical stages in planning a special event and how to evaluate an event. This 6-page fact sheet was written by Reba Ellen Hicks, Ricky Telg, and Tracy Irani, and published by the UF Department of Agricultural Education and Communication, July 2013.
Marketing your event so that people know about it and are motivated to attend is extremely important. The five P’s of marketing – product, promotion, price, place (location), and public relations – must be taken into consideration in order to have an event that is well attended. This 2-page fact sheet was written by Reba Ellen Hicks, Ricky Telg, and Tracy Irani, and published by the UF Department of Agricultural Education and Communication, July 2013.
This 23-page report presents information on production and marketing practices of Florida’s wholesale nursery and greenhouse industry in 2008, with comparisons to the rest of the United States, based on information collected through national mail, Internet, and telephone surveys. Written by Alan Hodges, and published by the UF Department of Food and Resource Economics, May 2011.
FOR-193, a 4-page illustrated fact sheet by Martha C. Monroe, focuses on social marketing strategies for promoting important messages and ideas in the interface. Includes references. Published by the UF School of Forest Resources and Conservation, July 2008.
FE709, a 3-page fact sheet by John J. Haydu and Alan W. Hodges, discusses five simple marketing strategies that can improve the bottom line performance of turf or lawncare
businesses. Published by the UF Department of Food and Resource Economics, March 2008.