Page 173 - DMGT509_RURAL MARKETING

Rural Marketing

Notes  Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods.

 Product related decisions form one of the 4Ps of marketing mix.
 The company can analyze customer questions and complaints to find new products that
better solve consumer problems.

 Test marketing gives management the information needed to make a final decision about
whether to launch the new product.

8.17 Keywords

Augmented Product: Inclusion of additional features, benefits, attributes or related services that
serve to differentiate the product from its competitors.
Convenience Goods: These are goods which consumers generally purchase frequently without
making an effort or as a habit. The purchase is almost spontaneous and the person has already a
predetermined brand in mind.
Durable Goods: These are goods which are ‘durable’ or which last for some time. Examples of
such goods would be electric irons, refrigerators, television sets, etc.
Expected Product: The set of attributes or characteristics that buyers normally expect and agree
to when they purchase a product.
Generic Product: A version of the product containing only those attributes or characteristics
absolutely necessary for it to function.

Industrial Products: These are products which are sold primarily for use in manufacturing
other goods or for rendering some service.
Test Marketing: If the product passes functional and consumer tests, the next step is test marketing,
the stages at which the product and marketing program are introduced into more realistic
market settings. Test marketing gives the marketer experience with marketing the product
before going to the great expense of full introduction.

8.18 Review Questions

1. Explain how packaging can make a product appealing in Rural Markets.
2. Briefly describe various product decision strategies using relevant examples.
3. What are the key elements in brand building in rural markets? Discuss.

4. Critically analyse the issue of fake products in Rural Markets.
5. What are the different strategies that a rural Marketer should adopt to handle this issue?
6. Discuss the Product Life Cycle Strategies in Rural Markets.

7. Describe the product decision and strategies.
8. Discuss the FMCG goods in Rural Markets.

Answers: Self Assessment

1. False 2. True
3. True 4. True

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