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Rural Marketing

Notes 4. Explain the online Rural Market.
5. What is cost benefit analysis?
6. Define Barter System.
7. What does make Rural Market Attractive?

8. What are the emerging trends in Rural Marketing?
9. What do you mean by developmental marketing?
10. Explain the Lifestyle Analysis.

Answers: Self Assessment

1. Research 2. Segmentation

3. Demographic 4. Rural
5. Needs 6. Implementation
7. Urban 8. Income
9. True 10. False
11. False 12. False

13. True 14. (b)
15. (a)

3.11 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.

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