Page 6 - DMGT509_RURAL MARKETING

Karan Arora , Lovely Professional University
Unit 1: Rural Marketing – An Introduction

Unit 1: Rural Marketing – An Introduction Notes

CONTENTS
Objectives
Introduction

1.1 Why Rural Marketing?
1.2 Nature and Characteristics of Rural Market

1.3 Challenges and Opportunities
1.4 Rural Products
1.5 Product Promotion in Rural Markets

1.6 Strategic Challenge – Understanding Customers Needs
1.6.1 Marketing Relativity through Competition

1.7 Unique Selling Proposition
1.8 Market Evolution
1.9 Market Scenario in India

1.10 Agricultural Scenario in India
1.11 Market and Manufacture
1.12 Summary

1.13 Keywords
1.14 Review Questions
1.15 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Rural Marketing.

 Discuss about the Nature and Characteristics of Rural Market.
 Describe the Challenges and Opportunities of Rural Market.
 Explain the Overview of Indian Rural Market.

Introduction

The question being asked by even some senior marketers in India is, "Why rural marketing,
when there is enough business available in the urban markets even today?" People are afraid of
the unknown elements of the rural markets and they feel that different marketing theories and
principles would be required in rural marketing.

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