Page 307 - DMGT509_RURAL MARKETING

Rural Marketing

Notes  The issue of rural industrialisation, therefore, needs to be viewed from a new angle and on
far more scientific lines.

 The production structure and the consumption pattern of rural and urban areas are
characteristically distinct.

15.10 Keywords

NGO: Non-government organisations that operate in rural areas too for development work.

Paradigm Shift: In most of the rural areas in different parts of the country, there is considerable
awareness on various latest products that are available in the market. This has been possible due
to the penetration of cable and satellite channels that have brought down the world at the finger
tips of the common man.
Rural Industry Service Centre: Rural Industry Service Centre (RISC) is the Common Facility
Unit which aims to provide infrastructural support and necessary services to the local units to
upgrade their production capacity, skill upgradation and market promotion.

Sustainability: Sustainability of rural industries has become a crucial area of debate in recent
times. Marketing was considered a problem rather than an opportunity. This ‘problem’ was
addressed through enhanced public policy interventions, such as bhandars and common
marketing centres organised by the government, marketing federations and co-operatives.

15.11 Review Questions

1. Discuss the problems of rural artisans face in marketing their products and how these can
be surmounted.
2. Rural finance has remained a major issue because of non availability of collaterals with
the rural folk. Discuss how this problems can be solved.
3. Discuss the paradigm shift.
4. Explain the Rural Marketing Scenario.
5. Describe the Rural Industry Service Centre.
6. Discuss the importance of Grama Melas.

7. Discuss the operationalisation and programme implementation.
8. What do you know about sanctioning authority?
9. Describe the Security of Release of Fund.

10. Describe the policy implications.
Answers: Self Assessment

1. rural 2. Industralisation
3. Production 4. Innovation
5. Revitalisation 6. True
7. True 8. False

9. False 10. True

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