Agricultural marketing

Definitions of Marketing Channels 
1. According to Moore et al. “The chain of intermediaries through whom the 
various food grains pass from producers to consumers constitutes their marketing 
channels”.
2. Kohls and Uhl have defined marketing channels as alternative routes of product 
flows from producers to consumers. 
Factors considered while choosing a Channel:   
1. Nature of the product.

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2. Price of the product. 
3. No. of units of sale. 
4. Characteristics of the user. 
5. Buyers and their buying units.
Ø Low priced articles with small units of sale are distributed through retailers.
Ø High price special items like radios, sewing machines etc are sold by manufactures 
and then agents.
Ø Public services like gas, electricity and transport are usually sold directly to the 
consumer.
 
 
 
 
 
 
 
 

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Lecture : 11 
Market integration-definition-types of market integration-horizontal, vertical and 
conglomeration-markeing efficiency-meaning-definitions -technical or physical or 
operational efficiency-pricing or allocative efficiency 
 
MARKET INTEGRATION
Kohis and Uhl have defined “Market integration as process which refers to the 
expansion of firms by consolidating additional marketing functions and activities under a 
single management”.
Eg: - 1. Setting up of milk processing plant.
2. Establishment of wholesale facilities by retailers.
Ø Integration shows the relationship of firms in a market.
Ø Integration influences market conduct of firms and consequently their marketing 
efficiency. 
Ø Markets differ in the extent of integration.