Page 140 - DMGT509_RURAL MARKETING

Unit 7: Segmenting, Targeting and Positioning

Undifferentiated Targeting: This approach views the market as one group with no individual Notes
segments, therefore using a single marketing strategy. This strategy may be useful for a business
or product with little competition where you may not need to tailor strategies for different
preferences.

7.7 Review Questions

1. Define Market Segmentation.

2. What are the conditions for Effective Market Segmentation?
3. What do you know about Thomson Rural Market Index?
4. Describe the MICA Rural Marketing Rating.

5. Explain the Rural Market Segmentation Tools.
6. Describe the approaches for segmentation of Rural Marketing.
7. Explain the conditions for effective market segmentation.
8. What do you mean by Business Intelligence Unit?
9. Explain the Indian Market Demographics.

10. Define Undifferentiated Targeting.

Answers: Self Assessment

1. Market Segmentation 2. Business
3. Positioning 4. Good
5. Multi Segment 6. True

7. True 8. True
9. False 10. False
11. False 12. (b)
13. (c) 14. (d)

15. (b)

7.8 Further Readings

Books Awadesh Kumar Singh, Rural Marketing: Indian Perspective, New Age International
Balkrishnan, Mandira Dutta (1978), “Rural Marketing: Myth and Reality”, Economic
and Political weekly, August 1878, M-75 to M-80.

Balram Dogra, Rural Marketing, McGraw Hill Companies.
Dey, N.B and Adhikari, KingShuk (1998) “Rural Marketing challenges and
opportunities”, Yojana, 42(5), May 1998,, p.21-22, 41.

Gaikwad, V.K (1972), “A Research for the Rural Consumer”, IN: New Opportunities
in Changing Agriculture, Ahmedabad: CMA(IIMA), 1972, pp 159-172.

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