The purpose of this study is to provide useful information about customer- oriented marketing of agricultural products for farmers’ marketing organizations.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. Customer-oriented marketing is evolved from production-oriented marketing which appeared in the late nineteenth century and sales-oriented marketing.
Customer-oriented marketing is all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.
The main approach methods through analyzing customer-oriented marketing's case are summarized as follow:
First, if it sufficiently satisfy customers' needs, a new product noticed in market can be developed by doing only simple manufacture.
Second, the chance that it will be able to create a market could be formed in a process recognizing quickly and corresponding to the discordant between necessity and market.
Third, it is effective to magnify the width of customers' selection to discriminate quality and prices of products in order to hit to the preference of the customer.
Fourth, it will be able to create a new value to deliver information about production and distribution to the customer.
Fifth, it can maximize the customers’ satisfaction to select appropriately the distribution channel according to the characteristics of customers and goods.
Lastly, it is necessary to construct the efficient management system which corresponds to market change in order to do customer-oriented marketing continuously.
Researchers: Gouk, Seung-Yong and Choi, Byung-Ok
Research period: 2007. 12. - 2008. 2.
E-mail address: gouksy@krei.re.kr, bochoi@krei.re.kr