Characteristics of Marketing Activities in JA Agricultural Processing Business

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  • JA農産加工事業における営業活動の特徴
  • JA農産加工事業における営業活動の特徴 : PAC分析に上る接近
  • JAノウサン カコウ ジギョウ ニ オケル エイギョウ カツドウ ノ トクチョウ : PAC ブンセキ ニ ノボル セッキン
  • : PAC Analysis Approach
  • －PAC分析による接近－

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Abstract

<p>This study identified characteristics of the behavior, attitudes, and beliefs of marketing personnel in marketing activities for agricultural processing operations of Japan Agricultural (JA) Cooperatives. The purpose of this study was to accumulate knowledge and expertise in the marketing activities for agricultural processing businesses.</p><p>Marketing personnel in agricultural processing business are conducting marketing activities that link “internal marketing activities,” by which they approach JA members and producer associations to procure raw materials, and “external marketing activities,” by which they approach customers. The direction of such activities and attitudes of the marketing personnel was determined according to metacognitive knowledge including “an understanding of the types of marketing techniques that must be used to solve customer issues,” “the recognition of difficulty in the marketing activities,” and “the personnel’s awareness of their own strengths and weaknesses.” The direction was also determined by their “goal-attainment orientation,” including effort, enthusiasm, and goal setting, and their belief in “customer orientation” such as emphasis on customer satisfaction and customers’ trust. Such metacognitive knowledge and beliefs, which mutually affected one another, were acquired through learning via direct experience during their actual work.</p>

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