The Importance of marketing information in enhancing the effectiveness of the extension service (the experience of the potato seed multiplication Center in the optimal use of marketing information)

Abstract

This study discusses a pioneering experience in the optimal use of marketing information and marketing research in supporting and improving the effectiveness of service and extension implemented through the Potato Seed Multiplication Center during a period of no less than twelve years (1985-1996). During this period, different methods and mechanisms were used to study the various marketing aspects of the potato crop for the purpose of strengthening the process of developing and disseminating agricultural technologies in the field of producing, storing and exchanging potato seeds. As well as the use of marketing information to enhance the farmer's decision-making ability, whether in the aspect of using appropriate varieties, or in terms of improving crop yield and quality, or in other aspects related to improving the negotiation process of farmers while marketing their produce as well as improving storage methods and other agricultural practices. The research has found important facts and lessons on using modern marketing information to enhance the efficiency of the extension message based on studying the various marketing and production conditions of the potato crop, as well as improving the level of benefiting from the information by strengthening the channels of coordination and connection with various official and unofficial agencies. The study has also focused on the marketing reality of the crop and the use of marketing information in conjunction with the provision of technical information on crop cultivation and production methods, and the importance of improving seed quality and continuous renewal.