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Livestock production and marketing are interrelated. Ideally, before production begins, producers have a plan to target their production to a specific market segment or customer group. Selling is simply converting what is produced into cash or income. Marketing involves knowing your customers, recognizing their needs, and working to meet those needs through production, processing, and distribution. Marketing involves creating value for buyers in time (meeting customers’ needs on a certain day, week, or month), place (meeting customers’ needs at a specified location), and form (meeting customers’ needs for a given quality).

Some of Dr. Ward’s extension and research has involved projects that span the boundary between livestock production and marketing. Presentations and publications listed in these pages focus on topics related to the cow-calf segment of the beef industry.