Page 259 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Full Market Coverage: here a firm attempts to save all customer groups, unit all the products
they might need. Only very lounge fives can undertake a full market coverage strategy.
Loyal States: Consumers have buying degree of loyalty to specific brands, stores and other
entities.
Market Specialization: Here the firm concentrates on serving any needs of a particular customer
group.
Occasions: Buyers can be distinguished according to the occasions they develop a need, purchase
a product, or use a product and occasions segmentation can help firms expend product usage.

Personality: Marketers have personality variables to segment markets. They endow their product
with brand personalities that correspond to consumer personalities.
Product Specialization: Here the firm specializes in making a certain product that it sells to
several segments. The firm gains a strong reputations in saving this customer group and becomes
a channels for feather products that the customer group could use.

User States: Markets can be segmented into consumers.
Values: Some marketers segment by core values, the belief systems that under lie consumer
attitudes and behaviors, core values go much deeper than behavior or attitude and determinate
at a basic level and desire in the long-term.

12.10 Review Questions

1. Describe the comparative analysis of Rural and Urban Markets.

2. Explain the difference of Consumer Behaviour in Rural and Urban Markets.
3. Discuss the segmenting consumer and business markets.
4. What are the parameters of differentiating Urban and Rural Markets?
5. Describe the stages of Buying Decision process.
6. Explain the Market Targeting.

7. Discuss the Behavioral Segmentation.
8. Define product specialization.
9. Explain the Selective Specialization.

10. What do you know about “Governing across and beyond the rural-urban boundary”?
Answers: Self Assessment

1. 12 th 2. Consumers
3. Habits 4. Physical
5. Management 6. Urban
7. True 8. True

9. False 10. False
11. True 12. False
13. (a) 14. (c)

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