Last updated on April 7th, 2023 at 08:15 pm
| Unit 1 Introduction {Book} |
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| Introduction to Rural Marketing, Definition, Scope |
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| Rural Market in India: Size, Scope |
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| Rural development as a Core Area |
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| Efforts put for rural Development by Government |
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| Emerging Profile of Rural Markets in India |
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| Problems of Rural Market |
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| Constraints in Rural Marketing and Strategies to overcome |
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| Unit 2 Rural Market {Book} |
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| Rural consumer vs Urban consumer |
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| Characteristics of Rural consumers |
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| Rural Market Environment: |
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| a) Demographics: Population |
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| Occupation pattern |
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| Literacy level |
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| b) Economic factors: Income generation |
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| Expenditure pattern |
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| Rural Demand |
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| Consumption Pattern |
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| Rural Market index |
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| Land use Pattern |
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| c) Rural infrastructure: Rural housing, Electrification, Roads |
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| Rural consumer behaviour: Meaning |
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| Factors affecting Rural consumer behaviour: Social factor, Cultural factors, Technological factors, Lifestyle, Personality |
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| Unit 3 Rural Marketing Mix. {Book} |
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| Marketing Mix for Rural Market/Consumers |
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| Product Strategies, Rural product categories: FMCG, Consumer Durables, Agriculture goods and Services |
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| Importance of branding, Packaging |
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| Importance of Packaging |
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| Importance of Labelling |
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| Nature of competition in Rural Markets |
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| Problems of fake brands in Rural Markets |
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| Pricing Strategies and objectives |
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| Promotional strategies for Rural Market |
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| Targeting for Rural Market |
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| Rural Market Positioning |
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| Rural Marketing Segmentation |
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| Unit 4 Rural Marketing Strategies {Book} |
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| Rural Marketing Strategies |
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| Distribution strategies for Rural Consumers: |
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| Channels of Distribution: HAATS, Mandis, Public distribution System, Co-operative Society |
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| Distribution Models of FMCG like HUL & ITC |
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| Distribution networks, ideal Distribution model for Rural market |
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| Communication Strategy: |
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| Channels in Rural communication, Developing effective communication |
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| Determining communication objectives, Designing the message |
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| Selecting the communication channels |
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| Creating Advertisements for Rural Audiences |
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| Rural Media: Mass media, Non-conventional Media, Personalized Media |
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