Rural Economy - Policy interventions, reforms Diagnosis challenges to Indian Marketer.
Rural Marketing - introduction, nature and attractiveness, rural vs urban Marketing.
Selecting and Attracting markets - introduction Segmentation – Concept, degree, guidelines and bases, Targeting and Positioning
Product Strategy - Introduction, Classification, Significance, Scope. Product Mix, Competitive product strategies. Pricing strategy – Introduction, Concepts, Significance, Objectives policy.
Promotion Strategy - introduction, exploring, Target audience, Designing, Comparison Distribution strategy - introduction, channels old, new, pragmatic, approaches covering strategy.
Reference Book:
1. Ramkishen, New Perspectives on Rural Marketing, Jaico Books, 2002. 2. Gopalaswamy, T.P: Rural Marketing, Wheeler Publisher, New Delhi. 3.Gupta, S.L: Rural Marketing, Wisdom Publication, New Delhi 4.Rajagopal: Rural Marketing Management, Discovery Publication House, New Delhi.
Text Book:
1.Krishnamacharylu, C.S.G and Ramakrishnan Lalitha: Rural Marketing, Pearson Education, New Delhi, 2002
