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RetrievedDecember 3, 2017.Reference Page Tobe a marketer a person needs to think outside of the box. They need to know whotheir consumers are, and how they are going to reach them. Subrena is greatexample of an experienced marketer. This paper clarified that there is more tomarketing than what meets the eye.
Marketers need to understand the psychologyof their consumers and the business strategies of the company and products theyrepresent. In today’s world, marketing relies on technology advancement andsocial media to help them to reach their demographic of consumers. Marketing ais good career to help people network and make connections. The role of amarketer is an essential component of a successful business.
To be a successful marketer, onemust be creative and innovative, personable and an incredibly specific outlookfor business. While this is a wonderful career with many opportunities, it maynot be for everyone. That why not everyone should choose to pursue a career inmarketing. ConclusionIn the final question she was asked about what thetarget demographic is based on age, location, etc. Subrena states that hercompany’s demographic for location is thirty miles into North Dakota, west tothe Missouri River, south and east from Aberdeen, SD. For age they look forfarmers who are the age of 18 to over 70 years old.
As a marketer it is vitalto know what demographic your company wants to pursue, and reach out to. Thisis because marketers can develop various types of strategies and methods to reachout to different demographics. The eighth question asked how Subrena looks atthe mindset of a consumer so that she can decide how she is going to try tomarket and sell a coop to that consumer. Subrena explained thatwhile trying to market or sell the cooperative, she looks at the consumersmindset.
Thisalso helps her decide how to approach, and encourage them to join thecooperative. Mindsets can also help her to relate consumers on a personal leveland make a bond with them. For example, she talks about her personalexperiences, about how her father was a farmer and how she knows what like tobe in their shoes. Consumers wants products, or businesses to relate them andthat will support them in the years to come. Mindsets are a significant variablefor marketer to understand.
In the seventh question, Subrenaexplained how she evaluates consumer mood as a marketer and how doing so helpssell the coop opportunity to consumers. When trying to market and sell to one of herconsumers face to face, she first determines what mood they are in at that giventime. Doing so helps her determine what their consumer behavior is and how toapproach the situation. Knowing a consumer’s behavior helps marketersunderstand and decide how they are going to encourage consumers to buy productsor, join a business. Without comprehending the concept of consumer behavior,marketers would have a tough time promoting, and selling their products orbusinesses. In the sixth question, she was asked to explainhow her company falls under each cooperative principle. Each agriculturalcooperative should fulfill these principles in some shape or form. Thisagriculture cooperative is user-owned; the farmers who finance and supply thecooperative are actively involved in making decisions and receive the greatestbenefit.
Because they are owners, the farmers get tocontrol and determine how the cooperative should function in the agriculturalindustry. When a farmer decides to become a member they receive benefits thatother cooperative maybe wouldn’t provide. These principles help keep themembers of the cooperative happy, and make the company successful in the longrun. The fifth question was if her company uses anytype of social media or networking site to get the word out about their companyand what they are all about. Social media is one of the most popular way toadvertise, and to spread the news about products and businesses. Subrena’scompany has Facebook, Twitter, and a website called www.ncfe.
coop.com. She expresses theimportance of social media because she wants to get farmers attention and tryto influence them to join the cooperative. Social media is the main resource that people use to learn about newinformation and events that are happening in today’s world. Without socialmedia and networking sites, the cooperative would not be able to recruit newmembers, and build their company. The third and fourth questions were about thefood industry and how it is growing quickly, especially with organic productbeing in high demand. Also, how the increasing demand of organic products provideadvantage and disadvantages to Subrena’s job.
Farmers give the world food, andthey are the main resource of organic products. In the Midwest, variable ratetechnology, also known as precision ag, is becoming more commonly used by farmerswho want to increase their outputs. These outputs would include bushels byacre.
VRT is also changing the number of inputs, such as fertilizer, and nitrogen,in different sections of the field where the soil is rich or poor. For example,if the soil is poor in one section but rich in another, fertilizer only needsbe added to the poor section of soil. The food industry does affect her job andthe company tremendously. With bushels coming from the field because of thetechnology, VRT, and new fertilizer, as a cooperative they need to have morestorage, and a larger piling system. As a cooperative they also need to work alot faster, especially when loading and unloading their harvest to theelevator. They also need to make enhancements, so they can keep up with thegrowth of the food industry. If they don’t make these adjustments thecooperative will fall behind, and they will start to lose business quickly. In second question Subrena was asked about thetechniques she uses as a marketer to persuade farmers to be part of the cooperative.
Because technology is growing rapidly, she emphasizes the company’s advancementin the use of technology. Farmers are very engaged with technology, and theyknow that technology is the future and will keep growing. So as a marketer, sheneeds to inform her customers that they are updated with new systems, andmethods. Farmers care about customer service, and want to know that theircustomers are being taking care of. So, her duty is to tell them that customerservices are the number one priority for their business. Subrena Green, theinterviewee, gave great information about her job as an agriculturalcooperative marketer.She expressed each of her answers in full detail, and helped the interviewerlearn more about her job and the agricultural cooperative business. The first question shereceived was about the benefits farmers receive when they become part of thecooperative.
One benefit was thatthe farmers get to own the cooperative. To be an owner, a farmer must meet certainobligations before they can be come owners. They must meet the cooperativesby-laws, and raise various types of products like livestock, and crops. Thefarmer will also receive equity and are paid back in a proportion at the end ofthe year if the cooperative makes any profits.
They also will get paid back ata given age, most of the time the designated age is 70 years or older. However,if they pass away, the left-over equity will be given to their estate, so itdoes not go to waste. Aside from getting paid, farmers in a cooperative get todepend on one another for supplies and support. Each member in the cooperativewants the other to succeed; if one farmer needs supplies, another farmer cangive them the tools and materials needed to complete a job. Also, if one of thefarmers is going through a hardship, they have their fellow members to supportthem. Interview ResultsA9: Our demographics are 30miles into North Dakota, west to the Missouri river, south to Huron, SD, andeast to Aberdeen, SD. The average age of our members is 55, but we also havemembers from age 18 to over 70.
Q9: What is your targetdemographic? Target age, location, etc.?A8: We do look and observeour consumer mindset, so that we know what is the best way is to approach them,and to get them to be part of our cooperative. Knowing their mindset can helpus to determine how to relate to them on a personal level. Q8: Do you look at themindset of consumer to help to determine how you going to market/sell the coopto them? A7: When marketing to oneof our consumers face to face, we observe what their mood is and observe how wecan use that to encourage them to buy, and be part of our cooperative. Q7: Do you look at a consumer’smood to help you identify what their consumer behavior is, and how you can useit to help you market/sells coops? A6: Our company falls underall these principles because we want are farmer to get the most out of thecooperative. Our farmers who are owner, supplier, and investors get a lot ofuse out of the cooperative. Since they are owners they have most control overthe cooperative and how it functions. Them being part of the cooperativeprovides them certain benefits that receive when they join.
Q6: Explain how yourcompany falls under each cooperative principle? Ex: user-owned principle, user- controlprinciple, user benefit principle. A5: Yes, we use Facebook,Twitter, and have our website, www.ncfe.coopQ5: Does your company useany social media/ networking sites to get the word out about your company?A4: Yes, it affects us.With more bushels coming off the field due to technology & VRT, betterfertilizer, etc., that means we, as a coop, need to have more storage (biggerbins and dryers), and bigger piling systems. We also need to be faster. Whenfarmers bring their harvest to the elevators, we have to be faster at dumpingtheir trucks because they need to get back to the field.
The same goes forspring work. We need to be faster at loading the farmer’s fertilizer trucks,sprayers, etc. In a nutshell, we need to build or make improvements to berelevant for the industry.Q4: Does growth and changeswithin the food industry affect your job or company?A3: Farmers feed the worldand there are pockets of organic products; however, in this area of theMidwest, Variable rate technology (VRT) aka precision ag is becoming more andmore needed as farmers try to increase their outputs (bushels per acre) withthe number of acres they farm remaining the same.
VRT is varying the amount ofinputs (fertilizer, nitrogen, etc.) in different parts of the field where theland is richer or poorer. So, if it’s a very rich soil, it doesn’t need as muchfertilizer and if it’s a poorer soil, it needs more. A lot of VRT is done withsatellite imagery. The red color is poor soil & green is good soil.Q3: Thefood industry is growing rapidly and there is an increased demand for organicproducts. Is this an advantage or disadvantage for marketing with agriculturalcoops?A2: Farmers are veryengaged in technology, so we must be very innovative in technology and customerservice is first and foremost.Q2: What are sometechniques you use to persuade farmers to buy co-ops from you, and yourbusiness?A1:The benefits of anagricultural cooperative are that the farmers own the cooperative.
To be anowner, the farmer must meet the cooperative’s By-Laws for membershiprequirements which is a predetermined amount of business as stated in theBy-Laws and must also raise ag products such as crops and/or livestock. Theowners in turn receive equity in the cooperative and then are paid back to themat a certain percentage at the end of each year if the cooperative makes aprofit. It is also paid back to them at a certain age, such as 70 years old,and a certain percent after that. If any equity remains at time of theirpassing, it is paid back to their estate.Q1:What are the benefits ofbeing part of an agricultural cooperative? Interview Data This appendix contains questions and answers that bothinterviewer and interviewee provided.
The interviewee was Subrena Green who isthe director of communication at North Central Farmer Elevator. She does themedia, marketing, and sales for the cooperative. When the interviewer startedthe interview process, there were nine questions that were asked about theinterviewees job as a marketer. The interviewee gave detailed answers that metthe concept of the question, and helped the interviewer to get a betterunderstanding about their job as a marketer. These answers helped the interviewerto complete the assignment and understand what it is like to be a marketer. Interview Appendix Not only is a socialmedia a factor to consider when marketing cooperatives, marketers must thinkabout the strategies and methods used to influence a consumer.
Most marketers observeand study consumer behavior when selling and endorsing a product, service orbusiness. Consumer behavior is used to understand their consumer and to supplyproducts or services that relates to them. The state of someone’s mood is animportant factor of consumer behavior. Understanding the connection between themood states of the consumer during marketing circumstances and their responsesto the strategies and tactics used is an incredibly important aspect ofmarketing (Gardner, 1985, p.281). A consumer’s mood can be affected by marketingcommunication, point-of-purchase stimuli, and service encounters. According toGarder (1985), “Small changing in physical surroundings may influence consumersmoods at the point of purchase, and slight deviations in communicationstrategies may significantly affect moods upon exposure to adverting.
Moods areoften affected by factors beyond a marketer’s control, moods can be influencedby seemingly small aspects of marketer behavior” (p.281). Mindsets are alsoused to study, and learn about consumer behavior. The mindset of a person includeshow they think and respond to certain situations.
Mindsets are significant componentsof consumer behavior. Mindset can influence the products and services aconsumer is drawn to and the messages that they found influential. They alsoplay a central role in intergroup perception and experience (Dweck 2016, p.
128). All marketers need to learn about the behavior of theirconsumers. It does not matter what product, business, or service a marketer ispromoting, they need to understand their consumers’ wants and needs. Most marketers ofagricultural cooperatives rely on social media and technology to help themmarket their businesses. Social media is a thriving, integral part of communicationtoday. Both small and large businesses use social media to reach out to consumers.According to Post (2012), “Farmers also use social media to put a face on howfood is grown.
Farmers share photos and stories about how their farms areoperated, making a personal connection with consumers. Farmers can use socialmedia to inform people about agricultural issues that matter to them. Socialmedia allows direct communication with customers that is personalized andtargeted” (p.1). When marketingagricultural cooperatives, marketers need to consider the changes of the foodindustry.
Today, there is a higher demand for organic food. In many countries,the demand for organic food is increasing faster than domestic production andsupply (Thogersen, Pedersen, Paternoga & Aschemann-Witzel, 2017, p542). When the food industry changes, agriculturalcooperatives must be able to adjust to the new circumstances. This will alsoaffect the process of marketing for cooperatives as well. Marketers must keepconsumers informed about changes in the cooperative. They must also be aware ofand address the wants and needs of the consumers.Today’s food industry ischanging rapidly, and agricultural cooperatives are important part of that.
Themission of agricultural cooperatives is to help the owners succeed. Theyprovide farmers will a support system. Because of the distinctive user-ownerprinciple, cooperatives can solve numerous market problems facing agriculturalproducers (Bruynis, Goldsmith, Hahn, & Taylor, 2001, p.
14). Agriculturalcooperatives are increasing in numbers and profits. According to USCE (2012),”Today, there are more than 3,000 agricultural cooperatives in the U.S., with2.8 million memberships, a total net income of nearly $1.2 million and netbusiness volume of more than $96 billion” (p.
3). There are a lot ofaspects to take into consideration when marketing a product, or business. Onemust consider the consumers wants and needs, the psychology of marketing, andmethods of promoting the product or services. Marketers must be flexible andwilling to adjust marketing strategies if the product or service offered change.The marketer who was interviewed, is Subrena Green a marketer for agriculturalcooperatives. An agricultural cooperative is an organization of small farms thatcome together as a business to help each other produce and sell certain cropsand other products. There are three principles that agriculture cooperativeorganization should portray. Agricultural cooperatives are user- owned,user-controlled, and benefit the user.
The user-owned principle states that thepeople who own and supply the finance for the cooperative, also uses it. Thereare no outside owners. The user-control principle outlines that the users ofthe cooperative are also the individuals that control the business and make thedecisions. The user-benefit principle establishes that the single purpose ofthe cooperative is to offer and dispense certain benefits to the users. Research From the beginning of commerce, connecting customers withproducts has been vital to the success of a company. Today, the bond betweencustomer and company is as important as ever. Marketers help forge this bond.
Marketers have no shortage of products and businesses that they work with. Everymarketer is unique and has their own type of style of getting the word outabout their products, and businesses to their customers. In this study, amarketer was interviewed about their job, industry, product, and customers.
Introduction Connectingcustomers with a business is vital to the success of the business. The onlineexplosion of consumer activity amplifies the need for a bridge betweencustomers and companies. Marketing is a growing field developed to make theseconnections.
This paper aims to investigate the role of a marketer through aninterview with an experienced marketer who works with agriculturalcooperatives. The interview questions were specific to the role of the marketerwithin North Central Farmers Elevator. The answers provided proved to bethorough, including details about the role of marketing within North Central Elevatorand the related strategies she used. The information presented in this paperwill help the reader determine whether or not marketing is the career path forthem.AbstractSummary December11, 2017 Dr.JonesMarketing370 JillNelsen Tointerview an experienced marketerTheLife of a Marketer