Exam Details
| Subject | Rural Marketing | |
| Paper | ||
| Exam / Course | Management Programme | |
| Department | School of Management Studies (SOMS) | |
| Organization | indira gandhi national open university | |
| Position | ||
| Exam Date | December, 2016 | |
| City, State | new delhi, |
Question Paper
What is rural marketing? Why is it important for marketers to study rural markets?
If the same principles of marketing apply for any kind of market, why is there a need to study rural marketing separately as an area of study? Discuss.
Differentiate between urban and rural market research giving suitable examples.
Explain the concept of promotional pricing in the context of rural markets.
Identify the problems in rural distribution. Evaluate the significance of in the following in the context of rural distribution:
Haats
Melas
What distribution channels would you recommend to distribute the following in rural markets?
Pesticides/Seeds
A farmer's magazine
4. Write notes on any three of the following:
Premium product strategy for rural consumers with examples
Product Differentiation for Rural Markets
Menace of spurious products
Evaluation of Alternatives done by Rural consumer
Future of Rural Markets and Rural Retail
5. Mr. X -Marketing manager of ABC -Fabrics division having variety and good quality of readymade garments for children and adults plans to enter rural markets. They want to have marketing plan is for selling garments in rural markets with a population of minimum 5000 people and above. A pre market survey indicated new realities
More than 7 out of 10 rural households possess watches.
One in 50 households have a colour TV set.
7 out of every 100 households own an electric iron.
70% of sales of radios, bicycles, cigarettes are from rural markets.
Rural consumers are more brand loyal than their urban counterparts.
Rural people are more particular about value for money as compared to urban people.
Social values and norms impact the rural consumers in ways very different from their urban counterparts, especially in case of reference group influences and opinions.
Hence ABC -has decided to enter rural market with a New Brand of readymade garments tailored to suit the needs of rural market. The company has decided to advertise the products supported with sales promotion programmes like wall posters, radio and TV ads, organising melas, mobile vans with loudspeaker, offers of small freebies.
For distribution, the company decided to sell the products with local cloth shops and local tailors who will be trained to alter the ready-to-stitch-and-wear garments in various sizes, patterns and designs for rural consumers. It was decided to price the products reasonably to take care of competition from the unorganised sector, for reference group influence, village 'mukhiya' or 'panchayat head' or localbank manager was identified whose opinion carries lot of weight among the rural public. Their opinions can act as word-of-mouth advertising for the company.
Questions:
Do you agree with the decision of the company to enter rural markets? Give reasons in support.
Evaluate the marketing plan of the company and suggest any further improvements in the said plan.
If the same principles of marketing apply for any kind of market, why is there a need to study rural marketing separately as an area of study? Discuss.
Differentiate between urban and rural market research giving suitable examples.
Explain the concept of promotional pricing in the context of rural markets.
Identify the problems in rural distribution. Evaluate the significance of in the following in the context of rural distribution:
Haats
Melas
What distribution channels would you recommend to distribute the following in rural markets?
Pesticides/Seeds
A farmer's magazine
4. Write notes on any three of the following:
Premium product strategy for rural consumers with examples
Product Differentiation for Rural Markets
Menace of spurious products
Evaluation of Alternatives done by Rural consumer
Future of Rural Markets and Rural Retail
5. Mr. X -Marketing manager of ABC -Fabrics division having variety and good quality of readymade garments for children and adults plans to enter rural markets. They want to have marketing plan is for selling garments in rural markets with a population of minimum 5000 people and above. A pre market survey indicated new realities
More than 7 out of 10 rural households possess watches.
One in 50 households have a colour TV set.
7 out of every 100 households own an electric iron.
70% of sales of radios, bicycles, cigarettes are from rural markets.
Rural consumers are more brand loyal than their urban counterparts.
Rural people are more particular about value for money as compared to urban people.
Social values and norms impact the rural consumers in ways very different from their urban counterparts, especially in case of reference group influences and opinions.
Hence ABC -has decided to enter rural market with a New Brand of readymade garments tailored to suit the needs of rural market. The company has decided to advertise the products supported with sales promotion programmes like wall posters, radio and TV ads, organising melas, mobile vans with loudspeaker, offers of small freebies.
For distribution, the company decided to sell the products with local cloth shops and local tailors who will be trained to alter the ready-to-stitch-and-wear garments in various sizes, patterns and designs for rural consumers. It was decided to price the products reasonably to take care of competition from the unorganised sector, for reference group influence, village 'mukhiya' or 'panchayat head' or localbank manager was identified whose opinion carries lot of weight among the rural public. Their opinions can act as word-of-mouth advertising for the company.
Questions:
Do you agree with the decision of the company to enter rural markets? Give reasons in support.
Evaluate the marketing plan of the company and suggest any further improvements in the said plan.
Other Question Papers
Departments
- Centre for Corporate Education, Training & Consultancy (CCETC)
- Centre for Corporate Education, Training & Consultancy (CCETC)
- National Centre for Disability Studies (NCDS)
- School of Agriculture (SOA)
- School of Computer and Information Sciences (SOCIS)
- School of Continuing Education (SOCE)
- School of Education (SOE)
- School of Engineering & Technology (SOET)
- School of Extension and Development Studies (SOEDS)
- School of Foreign Languages (SOFL)
- School of Gender Development Studies(SOGDS)
- School of Health Science (SOHS)
- School of Humanities (SOH)
- School of Interdisciplinary and Trans-Disciplinary Studies (SOITDS)
- School of Journalism and New Media Studies (SOJNMS)
- School of Law (SOL)
- School of Management Studies (SOMS)
- School of Performing Arts and Visual Arts (SOPVA)
- School of Performing Arts and Visual Arts(SOPVA)
- School of Sciences (SOS)
- School of Social Sciences (SOSS)
- School of Social Work (SOSW)
- School of Tourism & Hospitality Service Sectoral SOMS (SOTHSM)
- School of Tourism &Hospitality Service Sectoral SOMS (SOTHSSM)
- School of Translation Studies and Training (SOTST)
- School of Vocational Education and Training (SOVET)
- Staff Training & Research in Distance Education (STRIDE)
Subjects
- Accounting and Finance for Managers
- Advanced Strategic Management
- Bank Financial Management
- Capital Investment and Financing Decisions
- Consumer Behaviour
- Economic and Social Environment
- Electronic Banking and IT in Banks
- Employment Relations
- Ethics And Corporate Governance In Banks
- Human Resource Development
- Human Resource Planning
- Information Systems for Managers
- International Banking Management
- International Business
- International Financial Management
- International Human Resource Management
- International Marketing
- Labour Laws
- Logistics and Supply Chain Management
- Maintenance Management
- Management Control Systems
- Management Functions and Behaviour
- Management of Financial Services
- Management of Human Resources
- Management of Information Systems
- Management of Machines and Materials
- Management of Marketing Communication and Advertising
- Management of New and Small Enterprises
- Management of Public Enterprises
- Management of R&D and Innovation
- Managerial Economics
- Managing Change in Organisations
- Marketing for Managers
- Marketing of Financial Services
- Marketing of Services
- Marketing Research
- Materials Management
- Operations Research
- Organisational Dynamics
- Organizational Design, Development and Change
- Product Management
- Production/Operations Management
- Project Management
- Quantitative Analysis for Managerial Applications
- Research Methodology for Management Decisions
- Retail Management
- Risk Management In Banks
- Rural Marketing
- Sales Management
- Security Analysis and Portfolio Management
- Social Processes and Behavioural Issues
- Strategic Management
- Technology Management
- Total Quality Management
- Wage and Salary Administration
- Working Capital Management