(Directorate of Distance Education)
Note: Answer all the Five sub-questions and each sub-questions carries 2 marks. Answer
to each sub-question shall be in not more than six sentences. 5 X 2 10
1. What is meant by convenience goods?
What is product positioning strategy?
Define agricultural marketing.
What is a speciality agricultural product?
What do you mean by rural marketing?
Note: Answer any Three of the following questions and each question carries 10 marks.
Answer to each question shall be in not more than five pages. 3 x 10 30
2. What are major functions of distribution channel? Explain.
3. Define agricultural input. Explain the types of agricultural inputs.
4. Explain the role of Government of India in the development or strengthening of
Agricultural Marketing Infrastructure, Grading and Standardization.
5. Discuss the essential traits required for rural sales person.
6. Discuss the role of co-operative marketing in promoting agricultural marketing in
India.
Note: Answer any Two questions and each question carries 15 marks. Answer to each
question shall be in not more than eight pages. 2 x 15 30
7. Describe the classification of agricultural market based on frequency, type of
product, function and location.
8. Explain the problems and prospects of agricultural marketing in India.
9. Read the following case carefully and answer the questions given at the end of the
case.
'Shakti' is HLL's rural initiative, which targets small villages with population of
less than 2000 people. It seeks to empower underprivileged rural women by
providing income-generating opportunities, health and hygiene education through
the Shakti Vani programme, and creating access to relevant information through
the iShakti community portal.
Shakti is a pioneering effort in creating livelihoods for rural women, organized in
Self-Help Groups and improving living standards in rural India. Started
in 2001, Shakti has already been extrended to about 50,000 villages in 12 states-
Andhra Pradesh, Karnataka, Gujarat, Madhya Pradesh, Tamil Nadu, Chaatisgarh,
Uttar Pradesh, Orissa Punjab, Rajasthan, Maharashtra and West Bengal. The
respective state governments and several NGOs are actively involved in the
initiative.
Shakti already has about 13,000 women entrepreneurs in its fold. A typical Shakti
entrepreneur earns a sustainable income of about Rs 700 Rs 1,000 per month,
which is double their average household income. Shakti is thus creating
opportunities for rural women to live in improved conditions and with dignity,
while improving the overall standard of living in their families. In addition, it
involves health and hygiene programmes, which help to improve the standard of
living of the rural community. HLL's vision for Shakti is to scale it up across the
country, covering 100,000 villages and touching the lives of 100 million rural
consumers by 2005.
Shakti Vani is a social communication programme. Women, trained in health and
hygiene issues, address village communities through meeting at schools, village
baitahaks, SHG meeting and other social fora.
Shakti, the Internet-based rural information service, has been launched in Andhra
Pradesh, in association with the Andhra Pradesh Government's Rajiv Internet
Village Programme. iShakti has been developed to provide information and
services to meet rural needs in medical health and hygiene, agriculture, animal
husbandry, education, vocational training and employment and women's
empowerment. The vision is to have 3,500 kiosks across the state by 2005.
Questions:
a. How does the Shakti play pivotal role in empowerment of rural women
entrepreneurs?
b. Discuss the role of Government in successful carrying of schemes in relation
to rural women entrepreneur development.
a. This section is only for the students of New Scheme with 20 internal assessment
marks
b. Answer any One question and it carries 10 marks. Answer to the question shall be in
not more than five pages. 1 x 10 10
10. Discuss the causes for personal selling in rural market
11. Explain in detail the classification of agricultural products.