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Rural Marketing
This paper helps to understand about rural marketing in India and to access the potential of rural markets for durable and non durable products and also to develop insights about successful marketing strategies for rural markets.
Rural Marketing: Characteristics. Rural Market Profile - Rural Market in India - Size and Scope - Environment and Emerging Profile of Rural Markets.
Rural Market Consumer Behaviour- Buyer characteristics, buying decision process, brand loyalty. Tapping the Rural Markets - Rural Market Segmentation - Basis and Strategies.
Marketing Mix for Rural Marketing - Product Planning Strategy for Rural Products - Pricing Methods and Strategies for Products.
Channels of Distribution : Distribution pattern and methods in rural markets - Special characteristics of rural channels - Channel management in rural markets - Managing physical distribution in rural markets - Storage, warehousing and transportation
Marketing Communication in Rural Markets : Promotion as a component in marketing communication -Advertising and sales promotion for rural markets - Major challenges in Media planning - Sales force management in rural markets - Selecting the Media Mix
1. Marketing Management, Planning, Implementation and Control - Rama Swamy and Nama Kumari, MacMilian 2. Marketing Management by C.N. Sontakki, Kalyani Publishers. 3. Rural Marketing :C G S Krishnamacharyulu , Lalitha Ramakrishnan, Pearson.
1. Velaudhan and Sridhar (editors), Marketing to Rural Consumers, Excel Books, New Delhi, Latest Edition.. 2. Gopalaswami T P, Rural Marketing: Vikas, Latest Edition.
