Integrated Marketing Systems

Abstract

Marketing the calf crop is a primary economic driver in the cow-calf business. A year’s worth of work, and the resulting profit or loss can be determined in a matter of minutes in an auction ring. Marketing tends to become less important in some producers’ minds when calf prices are high, and as a result cattle are often less likely to be pre-conditioned, put through marketing programs or other steps taken that may increase the profit margin. As tighter margins return to the cow-calf industry, more attention is diverted to marketing. Producers who historically deliver cattle to an auction barn on the same day of the same month every year may need to re-evaluate their marketing strategy. Advantages can be gained by cooperatively feeding and marketing cattle. Producers can take advantage of economy of scale for cost of production and gain marketing advantages. Data collected after the cattle have left the original farm can also allow producers to modify management to increase efficiency.