Farm product marketing firms: In the context of increased agricultural production, the establishment of a large number of both private and public sector firms will increase as wholesaling, retailing firms, grading and standardization, export and import, district market committees regulated markets, cooperatives, storage and warehousing organizations, etc.

Entrepreneurs and executives in the farm product marketing firms have a great opportunity with an increased agricultural output and increased demand for quality food by the consumer. These entre-pruners and the executives are to come up from among the farming community and the non-farming community. This has increased employment opportunities which ensure better income distribution among the rural families.

Food processing and distribution firms: Processing is an integral part of the product marketing. The food processing units at farm level are still at the infancy stage, they are to be developed. The processing is essential for highly perishable products like milk, fruits, and vegetables and also for many cash crops like cashew, sugarcane, etc. This makes establishment of processing units very essential.

Women would be benefited in this, if they are properly trained in processing the product at home level. Beside this, processing units will have important linkages effects by promoting new business for service companies, transporters, traders, etc.
Facilitative service firms: Market information, quality control, research and development, finance, insurance, etc. are the services that come under this category. These are the potential areas for effective’s participation of the government under the present national policy framework.

For this it should encourage new ventures, low capital investment and of small-scale nature, private enterprises. Cooperatives and private agencies can be involved in the case of medium capital investments whereas in the case of fairly best and high capital investment, the joint ventures comprising cooperative and the government may be involved.

The Institute: Village linkage programme is an innovative scheme in which technology is assessed and refined through people’s participation. As per the extension principle “seeing believes”, the technologies are examined at farmer’s level.

Social Marketng:
It is conducted to find out solutions to social problems.

It relates to behavioural change.

In this marketers try to influence the behaviours that constitute social welfare.

The key to social marketing campaign success is learning.

Green Marketing:

It includes product modification, changes to the production process, packaging changes and modifying advertising.

It is also known as environment marketing or ecological marketing.

It aims at protecting the interest of the organization and all its customers.

A firm may face number of problems when it adopts green marketing. A major problem that firms generally come across is that their activities should not mislead the customers and industry. They should not breach the laws or regulations while dealing with environmental marketing.

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