The State and Marketing in African Countries

Abstract

The paper reviews policies and regulations concerning the marketing of food and other consumer items in Ghana for the period 1970-85. Major reasons advanced for government intervention have been the need to control inflation and the belief that traditional and private sector distribution systems are inefficient. The examination indicates the disastrous effects of government intervention. In particular it led to widespread shortages of food, smuggling, hoarding and corruption. Intervention created a class of newly rich people who had preferred access to government officials. The impact of intervention in Ghana mirrors the experience of other African countries. Analysis of the experience with intervention suggests that problems attributed to food marketers are actually the result of government macroeconomic policies. Changes in macroeconomic policies are therefore necessary if marketing is to contribute effectively in making food available at reasonable prices. Marketers need to become more aware of political variables in their environments as a result of these macroeconomic policies as well as how to adapt their marketing strategies.