The document highlights that the current attitude towrds cocoa and the cocoa market in the majority of exporting countries is archaic and must be modified through the introduction of more customer-oriented marketing policies, if revenues derived from cocoa exports are to enhanced and farm income is to be improved. The price history for cocoa is discussed and the fundamental forces in price formation are identified. Various options in marketing cocoa and primary cocoa products are suggested. More attention must be paid to inmediate popst-harvest processing quality control, farm and storage sanitation, individual contract performance and greater reliability of transportation. The need to diversity production and make it more price-responsive, as well as improving accessibility of overseas markets, is explained. Methods for training marketing personnel as suggested, and the long-term prospects of cocoa production and consumption are explored. This paper examines current internal marketing systems in the major producing areas and describe some changes which might usefully be considered by these countries producers to control further depletion of public funds and enhance both producer and fiscal benefits derived from cocoa exports, and to lessen the dependence of a single crop. (MIBA)