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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI 600 034 B.B.A.DEGREE EXAMINATION BUSINESS ADMINISTRATION FIFTHSEMESTER APRIL 2017
BU 5403- RURAL MARKETING
Date: 02-05-2017 Dept. No. Max. 100 Marks
Time: 01:00-04:00 SECTION ANSWER ALL THQUESTIONS10*2=20 MARKS 1. List out the Consumer Buying Behaviour Model. 2. Define Rural Consumer Behaviour. 3. What do you mean by inclusive marketing? 4. List out the future trends of Rural Marketing. 5. What are the challenges faced in rural communication? 6. List out the pricing objectives with suitable examples. 7. What are the communication mix strategies followed by Rural Marketers? 8. Define Market Segmentation. 9. What do you mean by Brand Loyalty? 10. List out the modern distribution models. SECTION ANSWER ANY FOUR QUESTIONS4*10=40 MARKS
11. Describe the adoption process of new products in the rural context. 12. Differentiate between skimming and penetration pricing strategy? 13. Explain the different sales promotion tools used in rural communication with suitable examples. 14. Discuss the 4 of marketing involved in designing an appropriate marketing strategy of Rural Markets. 15. Elaborate the factors affecting Rural Consumer Behaviour. 16. Briefly explain the concept of "Rural Boom". 17. Explain the future of ICT (Information Communication Technology) initiatives in rural India. SECTION ANSWER ANY TWO QUESTIONS2*20=40 MARKS
18. Elaborate on the pricing strategies specific to the rural market.
19. Describe the different forms of folk media. What are the benefits of using folk media?
20. Explain in detail the major types of buying decision behaviour and the stages in the buyer decision process.
21. Elaborately discuss the Rural Market Environment with reference to FMCG products.