Page 55 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 5. Explain the term "Green Revolution".
6. Describe the Rural Population in India.
7. Explain the Literacy Level in Rural Markets.
8. Describe the occupation pattern of Rural India.

9. Explain the Genesis of Amul.
10. Discuss the literacy level in India.

Answers: Self Assessment

1. Rural 2. Consumer
3. Urban 4. Potential

5. Socio-Economic 6. True
7. False 8. False
9. False 10. True
11. True 12. (b)
13. (d) 14. (a)

15. (a)

2.11 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.
Dey, N.B and Adhikari, KingShuk (1998) “Rural Marketing challenges and
opportunities”, Yojana, 42(5), May 1998,, p.21-22, 41.
Gaikwad, V.K (1972), “A Research for the Rural Consumer”, IN: New Opportunities
in Changing Agriculture, Ahmedabad: CMA(IIMA), 1972, pp 159-172.
Jha Mithileswar (1998), “Rural Marketing: Some Conceptual issues”, Economic
and Political Weekly, Vol XXIII(No. 9), February 27, 1998, pp M-8 to M-16.
Kannan Shanthi (2001), “Rural Market – A world of Opportunity”, Hindu, 11
October, 2011
McCracken, J., J, Pretty and G. Conway. (1988). An Introduction to Rapid Rural
Appraisal for Rural Development. IIed, London, England.

Philip Kotler, Marketing Management, 1992. 8th edition.
Pradeep Kashyap & Siddhartha Raut, The Rural Marketing, Biztantra.
R.V. Bedi, N.V. Bedi, Rural Marketing, Himalaya Publishing.

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