Page 245 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Product Innovation: Product development must start from a deep understanding of functionality,
not just form. Marginal changes to products developed for customers in the towns might not be
that effective in rural market. The infrastructure and environment, in which the rural consumers
live and work in, demand a rethinking of the functionality a new.
Working Groups: The aim of the working groups was to allow focused discussion of key issues
and areas, considered priorities by workshop participants. In the discussion that followed the
presentations a wide range of issues were raised, from sustainability and building resilience
into market interventions to the role of information and governance issues surrounding market
chains.

12.12 Review Questions

1. Explain the principle of Innovation for Rural market.
2. What is the role of Government and NGO’s in Rural Marketing?
3. Describe the NGO’s role in Rural Marketing.

4. Explain the market linkages.
5. Explain the NGO capacity and Cohesion.
6. What are the advantages and disadvantages of NGO’s involvement in Market?
7. Describe the Promotional Innovation.
8. Explain the NGO’s Role in Market System.

9. What do you mean by Enabling Environment?

Answers: Self Assessment

1. Rural 2. Non Consumers
3. Principles 4. Innovation
5. NGO’s 6. Business

7. Coffee 8. Market Strategies
9. True 10. True
11. True 12. False
13. False 14. False

15. True

12.13 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.

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