MBA1037 - Rural Marketing |
UNIT – I |
Rural marketing management perspectives, challenges to Indian marketer. Rural – urban disparities,
policy interventions required rural face to reforms, towards cyber India. |
UNIT – II |
Rural marketing – concept, scope, nature, taxanomy attractiveness. Urban vs. rural marketing.
Rural consumer behaviour – buyer characteristics, decision process, and behaviour patterns, evaluation
procedure, brand loyality, innovation adoption. |
UNIT – III |
Information system for rural marketing – concepts, significance, internal reporting system, marketing
research system, decision support system.
Selecting and attracting markets – concepts and process, segmentation, degrees, bases, and guides to
effective segmentation, targeting and positioning. |
UNIT – IV |
Product strategy for rural markets. Concept and significance. Product mix and product item decisions.
Competitive product strategies.
Pricing strategy in rural marketing: Concept, Significance, Objectives, Policy and strategy. |
UNIT – V |
Promotion towards rural audience, exploring media, profiling target audience, designing right promotion
strategy and campaigns.
Rural distribution – channels, old setup, new players, new approaches, coverage strategy. Case studies. |
References |
1. C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan, “Rural Marketing” – Text and Cases,
Pearson education.
2. C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan, “Cases in rural marketing an integrated
approach”. Pearson education.
3. Robert Chambers, “Rural Development: Putting the last first”, Pearson education. |
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