Page 68 - DMGT509_RURAL MARKETING

Unit 3: Rural Marketing Model

 The main theme of the company should look for the needs of the consumer. Notes
 Most of the companies feel that implementation is the major problem in rural market.
 The rural markets are estimated to be growing fastly compared to the urban markets.
 Rural markets are laggards in picking up new products.

 The agricultural technology has tried to develop the people and market in rural areas.
 A large number of rural families in own radios and television sets there were also
community radio and T.V sets.

 Cost benefit can be achieved through development of information technology at the
doorsteps of villagers.
 The most important change that influences the extension system is market forces.

 India is the second largest producer of fruits and vegetables in the world with an annual
production of more than 110 million tones of fruit and vegetable.

3.9 Keywords

‘Bundling of Inputs: It denotes a marketing strategy, in which several related items are sold to
the target client, including arrangements of credit, after-sale service, and so on.
Developmental Marketing: It refers to taking up marketing programmes keeping the
development objective in mind and using various managerial and other inputs of marketing to
achieve these objectives.

Ethics in Business: Form, as usual, an important plank for rural markets and rural marketing.
Extension Services: It denotes, in short, a system of attending to the missing links and providing
the required know-how.

Management of Demand: It involves continuous market research of buyer’s needs and problems
at various levels so that continuous improvements and innovations can be undertaken for a
sustainable market performance.

Media: Both traditional as well as the modern media, is used as a marketing strategy.
Partnership for Sustainability: Involve laying and building a foundation for continuous and
long lasting relationship.

Selection of Sales Force: The salesman in rural markets should be selected from the educated
unemployed villagers, trained well and appointed as salesmen. The town-to-villages shuttling
salesmen are to be replaced by stationary salesman in villages.
Unique Selling Propositions (USP): It presents a theme with the product to attract the client to
buy that particular product. For examples, some of famous Indian Farm equipment manufactures
have coined catchy themes, which they display along with the products, to attract the target
client, that is the farmers.

3.10 Review Questions

1. Describe the Rural Marketing Model.
2. What are the problems related to rural marketing?
3. What are the significance of Rural Markets?

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