Page 207 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Self Assessment

Multiple Choice Questions:
12. Purchase goods for resale from manufacturers in India or through.
(a) exports (b) imports

(c) sales (d) supply chain
13. ..................... keep manufacturer’s stocks for giving to the dealers or retailers against authority
from the manufactures.

(a) stockists (b) distributor
(c) shops (d) wholesaler
14. ..................... margins for each product are higher than those of distributor.
(a) loss (b) average
(c) breakeven (d) profit

15. ..................... want the sellers to offer the products only to them in their designated area.
(a) distributors (b) farmers
(c) dealers (d) sellers

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Caution Rural marketing requires the understanding of the complexities and this article
reviews some of the key issues. Indian agricultural industry has been growing at a
tremendous pace in the last few decades. The rural areas are consuming a large number of
industrial and urban manufactured products. The rural agricultural production and
consumption process plays a predominant role in developing the Indian economy.

10.6 Role Play

CEO: “Today I want to ask you all to give your ideas on the ideal distribution network for the
rural markets.”
Marketing Director: “I think we should use the existing network as our competitors are using-
the local grocers shop.”

HR Director: “I believe HUL is sending their publicity vans with their products as well on the
weekly bazaar days. We should try it out too.”
Finance Director: “We are not as big as HUL and we do not own a van yet. If desired we can hire
a van to start with and then eventually buy one.”
CEO: “Please put in the next purchase budget the purchase of three vans initially and let us all
start thinking RURAL from now onwards. The meeting is over.”

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