Article metrics

  • citations in SCindeks: [1]
  • citations in CrossRef:0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:24
  • full-text downloads in 30 days:6
article: 7 from 36  
Back back to result list
2016, vol. 47, iss. 1, pp. 21-28
article language: Serbian
document type: Review Paper

Creative Commons License 4.0
Specifics of marketing in overcoming discrepancies on the market of agricultural products
aUniversity of Belgrade, Faculty of Agriculture
bUniveristy of Niš, Faculty of Economy



In this paper, authors examine the role of marketing in overcoming the discrepancies between supply and demand, with a special emphasis on agricultural markets. Discrepancies arise as a result of specialization in production and mass production, whereby individual companies tend to make the best use of existing resources and produce large amounts of a narrow assortment, because in this way they achieve the best business results using economy of scale. Consumers, on the other hand, have diverse needs, preferences and aspirations and often demand non-standardized, customized and specific products. The result is a conflict of relatively narrow supply of individual companies and the diverse needs for products and services manifested by consumers. One of the fundamental roles of marketing is to efficiently connect supply and demand and eliminate the existing discrepancies, which is achieved by use of effective marketing channels. Specifics of agricultural products to a certain extent make harmonization of supply and demand even more difficult, taking into account the existence of a large number of small producers on the supply side, the limited seasonality of agricultural products, specific requirements related to storage, and dispersion of demand, which hinders the realization of all marketing activities in overcoming discrepancies. Taking into account previous specifics, there is a need of specialization of intermediaries who act in marketing channels, in order to efficiently eliminate discrepancies between supply and demand in the market of agricultural products.



Alvarado, U.Y., Kotzab, H. (2001) Supply chain management: the integration of logistics in marketing. Industrial Marketing Management, 30(2): 183
Boyle, E.J. (1921) Marketing of Agricultural Products. American Economic Review, Vol. 11, No. 2, pp. 207-213
Jüttner, U., Christopher, M., Baker, S. (2007) Demand chain management-integrating marketing and supply chain management. Industrial Marketing Management, 36(3): 377-392
Kotler, P., Armstrong, G. (2011) Principles of marketing. New Jersey: Pearson Prentice Hall, 14th ed
Kulwiec, R. (2004) Crossdocking as a Supply Chain Strategy. Target, Vol. 20, No. 3, pp. 28-35
Lamb, W.C., Hair, F.J., McDaniel, C. (2013) Marketing. South Western Cengage Learning [ed.] 12th ed
Lambin, J., Chumpitaz, R., Schuiling, I. (2007) Market-Driven Management: Strategic and Operational Marketing. New York: Palgrave Macmillan
Mccarthy, E.J. (1981) Basic Marketing: A Managerial Approach. Homewood: Richard D. Irwin Inc, 2nd edition
Milisavljević, M.D. (2003) Marketing. Beograd: Savremena administracija
Monden, Y. (2012) Toyota production system An Integrated Approach to Just In-Time. Boca Raton: Taylor and Francis Group
Perreault, D.W., Mccarthy, E.J. (2002) Basic Marketing, A Global-Managerial Approach. McGraw Hill, 14th ed
Roth, M. (1999) Overview of farm direct marketing industry trends. Agricultural Outlook Forum, No 32905,, pristupljeno 17. 01.2016
Shaw, E.H. (2005) A history of schools of marketing thought. Marketing Theory, 5(3): 239-281
Stanković, L., Đukić, S. (2013) Marketing. Niš: Ekonomski fakultet
Stanković, L., Popović, A. (2009) Upravljanje ponudom i zalihama orijentisano na tražnju potrošača. Ekonomske teme, vol. 47, br. 1, str. 153-166
Thomsen, L.F. (1951) Agricultural Marketing. McGraw-Hill Book Company