|
UNIT
I |
RURAL MARKETING
CHARACTERISTICS, RURAL MARKET SEGMENTATION
|
12 |
|
Defining Rural Market - Profile - Rural Market, Rural Consumers - Characteristics - Rural Consumer - Rural
Marketing Opportunities - Challenges
Introduction - Basis of
Segmentation - Selecting Target Market - Product Positioning in Rural Market |
|
UNIT
II |
RURAL
CONSUMER BEHAVIOUR |
12
|
|
Defining Rural Consumer
Behaviour - Changing Trends - Rural Consumer Decision Making Process -
Influencing Factors |
|
UNIT
III |
RURAL
MARKETING MIXES |
12 |
|
Products and Services -
Designing Innovative Products and Services to Rural Market - Pricing Methods |
|
UNIT
IV |
DISTRIBUTION |
12 |
|
Introduction - Methods of
Distribution - Role of Cooperative Sectors - Public Distribution System |
|
UNIT
V |
COMMUNICATION
FOR RURAL MARKET |
12 |
|
Designing Advertisement Campaigns for Rural Markets -
Media Choice - Sales Promotion Techniques - Personal Selling an Publicity -
Impact of Information Technology on Rural Communication
TOTAL: 60
|
|
TEXT BOOKS: |
|
Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
|
1. |
Krishnamacharyalu
C S G and
Lahtha ramakrishnan |
Rural Marketing Text and cases |
Pearson Education Asia |
2002 |
|
REFERENCE BOOKS: |
|
Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
|
1. |
Krishnamachayalu C S G |
Cases in Rural Marketing |
Pearson Education |
2003 |
|
2. |
Gopalaswamy T P |
Rural Marketing Environment, Problems, Strategies |
Vikas Publishing House Pvt. Ltd |
2005 |
|
3 |
Ram Kishen |
New Perspectives in Rural and Agricultural Marketing |
Jaico Publishing House |
2005 |
|
4 |
Pradeeo Kashyap and Siddhartha raut |
The Rural Marketing |
Biztantra |
2004 |
|
WEB URLs:
- mba.iiita.ac.in/jan06/prespective_4.htm
- knowledge.wharton.upenn.edu/india/article.cfm
|
