1. MARKETING
INSTITUTIONS
ARNAB BASU
III rd Semester
Roll Number- 04

2. SIF -2307 ECONOMICS OF FISH MARKETING
1. Elucidate the institutional structure &their role in fisheries
marketing.(Nov 2006)
2. Advantages of cooperative marketing in fisheries. (Nov 2006
& Nov2010)
3. Critically evaluate the functions of secondary fish marketing
institutions in India.(Nov 2008)
4. Regulated markets in Norway & India .(Nov 2008)
5. Co-operative in fish marketing.(Nov 2008)
6. Primary fish marketing Institution.(Nov 2008)
7. Discuss the role of different marketing institutions in
facilitating trade in fish & fishery products in India.(Nov 2009)
8. Explain the concept of regulated markets & describe the
significance of marketing of fish through co-operative.(Nov
2009)
9. Role of middlemen in fish marketing.(Nov 2009)

3. WHAT IS MARKET?
According to Robert Dorfman, a market is, a group of people
and firm who are in contact with one another for the purpose of
buying and selling some commodity. It is not necessary that
every member of the market is in contact with every one else;
the contacts may be indirect.
•Marketing institutions play an important role in this buying or
selling of commodity in the market.
• Actually the following process is doing by Marketing
institutions, i.e.,
MARKETING
PRODUCER MARKET
INSTITUTION
CUSTOMER

4. WHAT IS MARKETING INSTITUTION?
According to dictionary definition of an institution is
“ESTABLISHMENT” or “BUILDINGS” .
 But from the point of view of our use the term refers to “all of
the peoples, buildings and facilities which are actually
carry on the work of marketing”.

5. CLASSIFICATION OF MARKETING INSTITUTION
MARKETING INSTITUTION
SECONDARY
PRIMARY MARKETIG
MARKETING OTHER INSTITUTION
INSTITUTION
INSTITUTION
MERCHANT
PRODUCER MIDDLEMEN DIFFERENT
FISHERMEN FINANCIAL
INSTITUTION – i.e.
A. WHOLE SALER
1.BANKS
B. RETAILERS
2.INSURANCE
FISH MARKETING AGENT COMPANIES,
COOPERATIVES MIDDLEMEN 3.MARKET
INTELLIGENCE, 4.T
RANSPORTATION
A. BROKERS FACILITIES,
B. COMMISSION AGENTS 5.INFRASTRUCTUR
FISHERIES AL FACILITIES etc.
COOPERATION
SPECULATIVE
MIDDLEMEN

6. A) PRIMARY MARKETING INSTITUTIONS:-
 Primary marketing institutions are those
institutions which are represent and promote the
interest to the primary producer.
 It is three type – i)Producer fishermen
ii) Fish marketing co-operatives
iii) Fisheries corporations

7. B) SECONDARY MARKETING INSTITUTIONS :-
Secondary marketing institutions are those which represent and
promotes their own interest – MIDDLEMEN (JOBBERS/
DISTRIBUTERS/ DEALERS etc.).
In this institutional approach to marketing gives primary emphasis
to people and business organization.

8. Different types of middlemen are present which are giving
below:-
1. Merchant middlemen:- Characteristics:-
• They are take the title of the goods.
• They are take financial risk.
• They own the product and handle.
• They buy a product, performs functions on that & add utility to it
and sale for profit.
• Try to cover the costs of the functions he performs.
Merchant Middlemen
Retailers Wholesalers

9. 1.a. Retailers:- Characteristics:-
•It is a market agency.
•Closer to the customer.
•They buy commodities from wholesalers & deals in small
quantities.
•Most numerous marketing agencies.
1.b. Wholesalers:- Characteristics:-
•The number of wholesalers less than number of retailers in the
market.
•They buy commodities from producers.
•They sale commodities to retailers.
•They generally deals with large volumes of goods - bulk.
•Generally not closer to the consumer.
•The wholesaler performs fewer functions, then the retailers able
to doing their job.
•Considered to be the master of fish market.

10. 2. Agent middlemen:- Characteristics:-
•They act as a representatives for their commodity.
•They do not take the title of the product.
•Their income is generated by fees & charges in exchange for
service.
• Principle function of the agent middlemen is providing market
information (in which they become specialist).
•Those agents engage in negotiations that, transfer the title of
producer from seller to buyer after successfully accomplish this
task.
Agent Middlemen
Brokers Commission agent

11. 2.a. Brokers:- Characteristics:-
•They perform the duty of bringing the buyers & sellers together
– negotiating favorable terms of exchange.
•Represent either side of a sale- usually represent the seller.
•Help the buyer or seller to get the different marketing
information which help to bargain effectively – against fee.
•Fee based on the amount of sales.
2.b.Commission agents:- Characteristics:-
•They are more reliable than brokers.
•His job is to sell the product at the best possible price, with no
obligation to the owner.
•They collect on the sale of the product deduct their expenses &
remit the balance to the seller.

12. DIFFERENCE BETWEEN BROKERS AND COMMISSION AGENT
SUBJECT COMMISSION BROKERS
AGENTS
Degree of More free as they Less free as they
freedom enjoy in can determine the can determine the
determining the price by price by
price in the considering the considering the
market supply & demand supply & demand
of the day – Do of the day – They
n’t consult for the consult for the
willingness of the willingness of the
buyer and seller buyer and seller
regarding price. regarding price.

13. 3. Speculative middlemen:- Characteristics:-
•Speculative middlemen –important for efficient marketing system.
•Actual role is minimizing the market condition fluctuation and
stabilized it.
•Anticipate future price change & predominant role in setting the
limits of market price – try to make profit from it.
•They enter to the contact with both sellers and buyers and
realized the profit for them selves.
•They deal mostly in the futures condition rather then physical
goods and most often attempt to earn profit from short run
fluctuations.
So, A Speculative middlemen is one who seen the market
price risk and willing to accepting them in the hope that the
price will move in a direction that will afford him profit.

14. C) OTHERS MARKETING INSTITUTIONS:-
•There are few organizations are present who do not take part
directly in marketing activities, but it is important for
marketing. Those are consider as a others marketing institutions.
•Among those important facilitative organizations are :-
Different financial institution (like banks, insurance companies
etc.), transporting facilities (like
railway, shipping, airway, truck, car etc.), promotional
agencies, marketing research agencies, warehouse etc.

15. THANK YOU FOR COOPERATING