WIS143 DAIRY MARKETING 02/23/1990 03:57 PM D1 242 Lines Agriculture Marketing/Distribution and Retail Services Dairy Marketing (15 days) This unit deals with dairy marketing, including processing, distributing, and retailing dairy products to the consumer. Marketing skills and their relation to the agricultural producer and agribusinessperson are emphasized. Dairy marketing career opportunities are an integral part of the course. Objectives To acquaint students with employment information and career opportunities in marketing dairy industry To help students analyze the regulations, support programs, and marketing orders and understand their relationship to the pricing system of dairy products To enhance student comprehension of the relationship of imports and exports and their effects on the supply and demand of dairy products To help students understand the role cooperatives play in the marketing of dairy products To help students understand the government's role and its effect on the pricing, standards, and supply of dairy products To help students distinguish between and compare dairy product processing techniques and operations To develop student understanding of marketing channels and the costs involved Competencies At the conclusion of this unit, students will be able to explain current employment information such as job descriptions, job availability, personal and educational requirements, working conditions, opportunity for advancement, and other factors relative to potential employment in the marketing dairy industry and relate it to their personal needs and aspirations; identify the leading states in milk and dairy products production; describe the major marketing channels for dairy products; define basic terms relative to dairy marketing; identify and list the stages in which milk moves from the producer to the consumer; identify the various forces influencing prices of fluid milk and other dairy products; list significant laws and regulations pertaining to milk and milk products; recognize current ways of expanding dairy product exports and the role that each segment of the dairy industry may play; demonstrate an understanding of how supply and demand affects dairy product imports and exports; identify examples of milk marketing cooperatives and describe how they operate; analyze government dairy support programs; and demonstrate an understanding of how dairy markets are expanded and how new dairy products are researched and developed. Subject Matter (Basic skills integration areas are shown in brackets following title.) Careers - Current and future employment needs - Job descriptions - Training requirements - Working conditions - Opportunities for advancement - Other factors Market importance of milk and dairy products [Social Studies] - The farm value of dairy products - The per capita consumption of dairy products Centers of production of dairy products [Social Studies] - Factors that affect the location of the dairy enterprise - Leading states in milk production - Leading states in the production of butter, cheese, and other dairy products Market channels for milk and dairy products - Three stages in which milk moves from the producer to the consumer - Choice of market outlet - Assembling dairy products from farms Milk pricing and regulations [Social Studies] - The history of milk pricing - Factors that influence prices of fluid milk - Federal milk marketing orders - State milk control - Cooperative marketing of dairy products - Sanitary regulations of milk and dairy products - Standards and grades of milk and dairy products - State trade practice laws in the sale of fluid milk - The price support program Profitability of dairy processing firms [Social Studies] - The two methods of gauging profitability Selling milk for manufacturing purposes [Social Studies] - Number and size of milk manufacturing plants - Condenseries and powder plants - Ice cream and other frozen dairy desserts - Cream, butter, and nonfat dry milk - Cheese factories - Condensed and evaporated milk Imports and exports [Social Studies] - Import quotas on dairy products - Dairy products export potentials - Ways of expanding dairy product exports Outlook for dairy products [Social Studies] - Effect on dairy production on future trends - Factors that contribute to the changes in usage of dairy products - The role of government programs in the outlook for dairy products - The role of foreign trade in the outlook for dairy products Motivational Activities Take field trips to milk processing plants. Visit a milk marketing organization. Invite milk marketing representatives to give a class presentation. Post bulletin board displays featuring topics related to this unit. View films, videotapes, and slides on marketing of dairy products. Learning Activities Participate in a Supervised Agricultural Experience program. Design a flow diagram of the market channels for milk and dairy products. Give a panel report on the pricing methods used in the market. Give a panel report on the employment opportunities in dairy product marketing. Assemble a display of the different dairy products. Analyze the factors that influence the price of fluid milk. With a group, develop a new government policy for controlling the surplus of milk. Demonstrate marketing principles by selling dairy products to students. Instructional Materials Textbooks and References Dairy Cattle Science by M. Eugene Ensminger. 2nd ed. Danville, IL: Interstate, 1980. Available from National Farm Book Company. Dairy Production by Ronald V. Diggins and Clarence E. Bundy. Engelwood Cliffs, NJ: Prentice Hall, 1984. Marketing Farm Products by Geoffrey Seddon Shepherd and Gene A. Futrell. Ames, IA: Iowa State University Press, 1982. Available from National Farm Book Company. Marketing of Agriculture Products by Richard Louis Kohls. New York: Macmillan, 1985. Available from National Farm Book Company. Modern Marketing of Farm Products by William Peter Mortenson. Danville, IL: Interstate, 1979. The Science of Providing Milk for Man by John R. Campbell and Robert T. Marshall. New York: McGraw-Hill, 1975. Bulletins and Pamphlets The following are available from Cooperative Extension Service. Aggregative Analysis of U.S. Dairy Policy. R3191. Analysis of the Effects of Federal Milk Orders on the Economic Performance of U.S. Milk Markets. R2897. The Delicate Supply-Demand Balance. A2972. Economic Analysis of Dairy Marketing Organization Services. R2895. Economic Analysis of Farm to Milk Plant Hauling. R2889. Herdsmanship for Dairy Cattle Shows. A2799. How Parity Prices and Support Levels Are Determined. A2974. Insect Control in Food Handling and Processing Establishments. A2518. Milk Pricing and Pooling in California. A3318. The Milk Producer's Cost-Price Outlook for 1979. A2976. Pricing Milk to Farmers on a Component Basis. A2977. Using Whey on Agricultural Land A Disposal Alternative. A3098. What Determines the Individual Dairy Farmer's Milk Price under a Federal Order. A2978. What Is a Federal Marketing Order A2973. What Is the M-W Price Series and Why Is It Being Questioned A2985. Why Your DHI and Plant Tests Might Be Different. A2570. Periodicals Agri-View The Country Today Dairy: The Magazine for the Dairy Herd Improvement Association Wisconsin Agriculturist On-line Computer Networks The following are available from the Ag Ed Network, Agri-Data Resources, Inc. Market Impact of Programs. HS123. Marketing Alternatives. CSU297. Marketing Dairy Beef. HS434. Markets for Fed Cattle. HS386. Markets for Feeder Cattle. HS399. Films, Videotapes, and Slides The following are available from the Bureau of Audio Visual Instruction. Cheesemaking, from the Feel of the Curd to the Tang on the Tongue. 02000 (16mm film, color, 16 minutes). University of Wisconsin, Photographic Media Center, 1978. Dairy - Farm to Door. 01695 (16mm film, color, 11 minutes.). AIMS, 1965.