WIS311 LIVESTOCK MARKETING 02/26/1990 08:41 AM D1 239 Lines Agriculture Marketing/Distribution and Retail Services Livestock Marketing (15-30 days) This unit deals with livestock marketing. Topics include career opportunities, the futures market and forward contracting, market trends, and market evaluation skills that relate to livestock production and agribusiness. Objectives To acquaint students with employment information and career opportunities in the livestock marketing industry To help students understand the marketing system from the producer to the consumer To help students develop criteria for choosing the best marketing channel for a specific operation To facilitate student inquiry into trends affecting the market for livestock To develop student understanding of the futures market To acquaint students with skills related to market evaluation and outlook information 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 livestock marketing industry and relate it to their personal needs and aspirations; compare the different methods of marketing livestock; choose the best marketing system for the local area; describe the current marketing opportunities available to area producers; discuss the reasons for the seemingly wide price spread between producers and consumers; describe the meat distribution channels; contrast the various methods of selling and pricing; suggest procedures which will help prevent losses in shipping; describe a meat processing plant operation; explain the key forces that determine the price of meat; and discuss the various points or levels in the marketing system. compare and contrast video marketing and live marketing Subject Matter (Basic skills integration areas are shown in brackets following title.) Careers - Current and future employment needs - Job description - Training requirements - Working conditions - Opportunities for advancement - Other factors Area markets [Mathematics, Social Studies] - Names of local outlets - Distance - Location - Price - Feed and water at the marketplace - Insurance - Transportation - Other services offered - Number of buyers Trends and development [Mathematics, Social Studies] - Computerized selling - Innovation in auction markets - Changes in public markets - Video marketing Forward contracting of livestock [Careers, Mathematics] - Methods - Advantages and disadvantages Role of the futures market [Careers, Mathematics] - Cattle - Hogs - Feeder cattle Market outlook information [Careers, Mathematics] - Sources - Developing a market plan - Professional assistance - Livestock market improvements Education programs Research marketing programs Advertisement Exportation Motivational Activities Take field trips to a telemarket, auction market, local buying stations, and central markets. Take a field trip to a packing plant. View slides, filmstrips, and films related to topics in this unit. Post bulletin board displays on related topics. Invite marketing specialists to give class presentations. Learning Activities Participate in a Supervised Agricultural Experience program. Plot prices on a graph and compare the percent of the consumer's dollar the producer receives for meat with other agricultural products of the community. Plot local and central market prices of live cattle, hogs, and sheep for the duration of the class. Plot future prices of cattle, hogs, and sheep for the duration of the class. Prepare a bulletin board display depicting a terminal public livestock market. Demonstrate the practices that may be used to reduce losses in shipping livestock to market. Instructional Materials Textbooks and References Farm and Ranch Business Management. Moline, IL: John Deere Company, 1987. Federal Marketing Programs in Agriculture: Issues and Options by Walter Armbruster et al. Danville, IL: Interstate, 1983. Fundamentals of Modern Marketing by Ed Cundiff et al. 4th ed. Englewood Cliffs, NJ: Prentice Hall, 1985. Available from National Farm Book Company. Marketing Concepts, Strategies and Decisions by David J. Reibstein. Englewood Cliffs, NJ: Prentice Hall, 1985. Available from National Farm Book Company. Marketing Farm Products: Economic Analysis by Goeffry Shepard and Gene Futrell. 7th ed. Ames, IA: Iowa State University Press, 1982. Available from National Farm Book Company. Marketing of Agricultural Products by Richard L. Kohls and Joseph N. Uhl. 6th ed. New York: Macmillan, 1986. Available from National Farm Book Company. Modern Marketing of Farm Products by William P. Mortenson. 3rd ed. Danville, IL: Interstate, 1977. Available from National Farm Book Company. Bulletins and Pamphlets The following are available from the Cooperative Extension Service. Futures Markets - Development and Language. A2913. Producer Marketing Management: Delivery on a Hog Futures Contract. NCR217-7. Producer Marketing Management: Delivery on a Live Cattle Futures Contract. NCR217-6. Producer Marketing Management: Understanding and Using Basis for Livestock. NCR217-5. Periodicals Beef Drovers Journal Kiplinger Agriculture Letter Wall Street Journal Computer Software The following is available from Hobar Publications. Agricultural Marketing and Commodity Futures. Apple. On-line Computer Networks The following are available from Ag Ed Network, AgriData Resources, Inc. Livestock Buying. ADN61. Livestock Selling Plans. ADN56. Livestock Shrink. CSU301. Marketing Alternatives. CSU297. Marketing Beef. CSU381. Marketing Swine. CSU661. Laboratory Resources The following is available from the John Deere Company. Farm and Ranch Business Management Workbook. 1987. Films, Videotapes, and Slides The following is available from the Grange Farm Film Foundation. Your Profit in Futures. (16mm film.) The following is available from the Instructional Materials Laboratory. Agricultural Marketing. Ag-B1-T (29 Transparencies). The following is available from Modern Talking Picture Service, Inc. Cattle-Fax: New Marketing Information Service. (16mm film.) The following are available from Nasco. Agricultural Cooperatives. C10554N (Filmstrip with cassette). Agricultural Marketing. C10556N (Filmstrip with cassette).