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Slide 1 - Marketing Management

The document discusses the importance and definition of rural marketing in India. Rural markets are vast, geographically dispersed and offer growing opportunities for marketers as rural incomes and purchasing power increase. Rural marketing involves developing, pricing, promoting and distributing rural-specific goods and services to satisfy rural customer needs and organizational objectives.

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Amit Mirji
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19 views7 pages

Slide 1 - Marketing Management

The document discusses the importance and definition of rural marketing in India. Rural markets are vast, geographically dispersed and offer growing opportunities for marketers as rural incomes and purchasing power increase. Rural marketing involves developing, pricing, promoting and distributing rural-specific goods and services to satisfy rural customer needs and organizational objectives.

Uploaded by

Amit Mirji
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SLIDE 1 – MARKETING MANAGEMENT

Programme BBA

Subject Marketing Management

Semester II

Session No. 36

Topic
Introduction to Rural Marketing
Created by Dr.Amit Mirji
Introduction

• Rural Markets in India are vast, geographically dispersed and diverse.


With the growth in rural incomes and the higher purchasing power
emanating from the same, rural markets have emerged as the new
destination of marketers interested in improving their market shares.
Introduction

The term ‘rural marketing’ which was earlier used as an umbrella


term to refer to all commercial transactions of rural people,
acquired a separate meaning of great significance in 1990s. Prior
to mid-1960s, rural marketing referred to marketing of rural goods
and services in rural and urban areas and agricultural inputs in
rural markets. It was considered synonymous to “Agricultural
Marketing”.
Importance of Rural Marketing

• The size of the prize in India’s rural hinterlands is growing bigger than
many businesses initially thought. More companies are expanding
their base in India’s rural markets than at any other time in history –
and for good reason. The marketing battle field has shifted from the
towns/cities to the villages. “Go rural” seems to be the latest slogan
of the marketers.
Definition of Rural Marketing

Rural marketing is a process of developing, pricing, promoting, and


distributing rural specific goods and services leading to desired
exchange with rural customers to satisfy their needs and wants, and also
to achieve organizational objectives.
Rural Marketing

Rural marketing in India Economy covers two broad sections, namely:

i. Selling of agricultural products in the urban areas


ii. Selling of manufactured products in the rural regions
Rural Marketing

Rural Marketing means to produce products (goods and services) for the
rural customers and to make necessary arrangement to supply them.

Rural marketing is the marketing for the customers residing in rural


areas. It involves designing marketing programme (4P’s) to arrive at
desired exchange with the rural customers that satisfies their needs and
wants.

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