Submitted in the partial fulfillment of the award of PG Degree of Master of Business Administration Session 2008-09
Department of Management Studies,
Submitted By:Ravi MBA 4th sem. (Marketing) Jaipur
A debate continued for a long time amongst the Indian marketers, both practitioners & academicians, on the justification for the existence of the distinct discipline of rural marketing. Consequently, two schools of thought emerged. The first school belived that the products/services, marketing tools & strategies that are successful in urban areas, could be transplanted with little or no more modifications in rural areas. However, the second school saw a clear distinction between urban & rural India, & suggested a different approach, skills, tools & strategies to be successful in rural markets. What differentiates the two markets is not mere income, but a host of other infrastructural & socio-cultural factors. Thus, the rural market cannot be tapped successfully with an urban marketing mindset & would definitely require its thorough understanding. In other words, the approach toward rural markets needs to be distinct from the one adopted for the urban markets. Thus, in a large rural economy like India’s, rural marketing has emerged as an important & distinct internal sub-division within the marketing discipline. This sub-division clearly highlights the differences between rural marketing & mainstream marketing.
Table of contents
1) Rural marketing 2) Evolution of rural marketing 3) Nature of rural market 4) Rural marketing transactional or developmental 5) Classification of rural consumers 6) Roadblocks of Indian Rural Markets 7) Attractiveness of rural market 8) Rural Vs Urban Marketing 9) Rural consumer behavior 10) 4 A’s approach of Indian Rural Market 11) Rural marketing Mix 12) Marketing strategies to capture rural market 12.1.Product strategies 12.2.Pricing... [continues]
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