BMS: Rural Marketing - 4th Sem Notes - Notes Study

Home BMS: Rural Marketing – 4th Sem Notes

Unit 1 Introduction
Introduction to Rural Marketing, Definition, Scope	VIEW
Rural Market in India: Size, Scope	VIEW
Rural development as a Core Area	VIEW
Efforts put for rural Development by Government	VIEW
Emerging Profile of Rural Markets in India	VIEW
Problems of Rural Market	VIEW
Constraints in Rural Marketing and Strategies to overcome	VIEW

Unit 2 Rural Market
Rural consumer vs Urban consumer	VIEW
Characteristics of Rural consumers	VIEW
Rural Market Environment:
a) Demographics: Population	VIEW
Occupation pattern	VIEW
Literacy level	VIEW
b) Economic factors: Income generation	VIEW
Expenditure pattern	VIEW
Rural Demand	VIEW
Consumption Pattern	VIEW
Rural Market index	VIEW
Land use Pattern	VIEW
c) Rural infrastructure: Rural housing, Electrification, Roads	VIEW
Rural consumer behaviour: Meaning	VIEW
Factors affecting Rural consumer behaviour: Social factor, Cultural factors, Technological factors, Lifestyle, Personality	VIEW

Unit 3 Rural Marketing
Marketing Mix for Rural Market/Consumers	VIEW
Product Strategies, Rural product categories: FMCG, Consumer Durables, Agriculture goods and Services	VIEW
Importance of branding, Packaging	VIEW
Importance of Packaging	VIEW
Importance of Labelling	VIEW
Nature of competition in Rural Markets	VIEW
Problems of fake brands in Rural Markets	VIEW
Pricing Strategies and objectives	VIEW
Promotional strategies for Rural Market	VIEW
Targeting for Rural Market	VIEW
Rural Market Positioning	VIEW
Rural Marketing Segmentation	VIEW

Unit 4 Rural Marketing Strategies
Rural Marketing Strategies	VIEW
Distribution strategies for Rural Consumers:
Channels of Distribution: HAATS, Mandis, Public distribution System, Co-operative Society	VIEW
Distribution Models of FMCG like HUL & ITC	VIEW
Distribution networks, ideal Distribution model for Rural market	VIEW
Communication Strategy:
Channels in Rural communication, Developing effective communication	VIEW
Determining communication objectives, Designing the message	VIEW
Selecting the communication channels	VIEW
Creating Advertisements for Rural Audiences	VIEW
Rural Media: Mass media, Non-conventional Media, Personalized Media	VIEW