Anna University Chennai MBA - 2005 Regulation - Full Time - Marketing - BA1726 Rural Marketing




UNIT I: RURAL MARKETING CHARACTERISTICS - 9

Defining rural market – profile of rural market ad rural consumers – characteristics specific to rural consumer – rural marketing opportunities and challenges.

UNIT II: RURAL MARKET SEGMENTATION - 8

Rural market segmentation – basis of segmentation – selecting target market – product positioning in rural markets.

UNIT III: RURAL CONSUMER BEHAVIOUR - 8

Rural consumer behaviour – changing trends – rural consumer decision making process – influencing factors.

UNIT IV: RURAL MARKETING MIX - 10

Products and services – designing innovative products and services to rural market – pricing methods – methods of distribution – role of cooperative sectors – public distribution system.

UNIT V: COMMUNICATION FOR RURAL MARKET - 10

Designing advertisement campaigns for rural markets – media choice – sales promotion techniques – personal selling and publicity – impact of information technology on rural communication.

Total 45 periods

References:
1. Pradeeo Kashyap and Siddhartha raut, "The Rural Marketing", Biztantra, New Delhi, 2004.

2. Ram Kishen, "New Perspectives in Rural and Agricultural Marketing", Jaico Publishing House, Mumbai 2005.

3. Krishnamachariyula, "Rural Marketing text of cases", Person Education, 2002.

4. Krishnamachariyula, "Cases in Rural Marketing", Person Education, 2003.


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