유통경제학

고려대학교
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페이스북 트위터 카카오톡 네이버밴드 링크복사

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사회과학 >경영ㆍ경제 >농업경제학
강의학기

2010년 1학기

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4,041

The purpose of this course is to deliver better understanding about the marketing of food and agricultural products. Both theories and empirical examples of the marketing will be provided to give insights about the food marketing. In order to take this course, basic microeconomic theories on demand as well as supply and market structure are required.

차시별 강의

1.	Introduction: definition of food marketing/ areas of food marketing	Concept of food marketing
2.	Concept of food marketing	Supply and Demand Consumer surplus/Producer surplus Market equilibrium
3.	Mastering Demand	Elasticity Elasticity and Revenue Usage of elasticity Ways to estimate elasticity using Excel
4.	Relationship between agricultural products and food markets	Case 1: all the products are sold as fresh products Case 2: all the products are sold as raw material for manufactured food Case 3: agricultural products are sold as both raw material for manufactured food and fresh ones
5.	Impacts of supply and demand shifts	Impacts of supply and demand shifts
6.	Imperfect competition	Competition among players and channels Monopoly Monopolistic competition Oligopoly
7.	Marketing system	Marketing function Marketing institution Marketing margin Food suppliers
8.	Understanding Food suppliers: Functions	Food suppliers and marketing function Aspects of buying and selling functions
9.	Understanding Food suppliers: Vertical Integration	Vertical chain Upstream and downstream Defining the vertical boundaries Reasons to integrate vertically
10.	Understanding Food suppliers: Diversification	Definition, Reasons Measuring the degree of diversification
11.	Market Boundary	Market boundary in a linear city Market boundary in a circle city Market integration
12.	Food Marketing channel	Concept of marketing channel Types of marketing channel Wholesale market in Korea
13.	Marketing strategies: Pricing strategies	Pricing rule, Price discrimination, Two-part pricing, Block pricing, Bundling Other Marketing strategies
14.	Case study of Infant formula market in Korea	Case study of Infant formula market in Korea