Book description
The second revised and enlarged edition of Rural Marketing: Text and Cases, while retaining the popular features of the first edition, provides a more comprehensive coverage of the changing profiles, issues and practices in the context of rural marketing. Built on the general marketing management framework, the book discusses the strategic issues that influence marketing in rural areas by highlighting numerous examples from India. A clear and compelling writing style, cutting-edge learning tools and completely revised chapters make Rural Marketing an indispensable guide for students and professionals striving to make a career in rural marketing.
Table of contents
- Cover
- Title Page
- Brief Contents
- Contents
- About the Authors
- Dedication
- Preface
-
PART I NEW HORIZONS
-
1 Rural Marketing Opportunities
- Introduction
- What Is Rural?
- Taxonomy of the Rural Market
- Go Rural Decision
- Rural Inhibiting Factors
- Approach Decision: Rural Marketing Models
- Bottom-of-the-Pyramid Approach
- Integrated, Innovative and Inclusive Growth Model
- Evolution and Scope
- Concept and Nature
- Implementing the Decision
- Rural Versus Urban Marketing
- Becoming a Rural Marketer
- Test Your Rural Marketing Potential
- Summary
- Discussion Questions
- Short Answer Questions
- Essay Questions
- Internet Exercise
- Mini Project
- Case 1.1 Trials of a Rural Sales Trainee
- Case 1.2 Rural Entrepreneurship
-
2 Understanding the Rural Economy
- Introduction
- Rural Marketing Environment
- Social Environment
- Economic Environment
- Technological Environment and Innovations
- Political Environment and Development Initiatives
- Implications on Rural Marketers
- Summary
- Discussion Questions
- Short Answer Questions
- Essay Questions
- Internet Exercise
- Mini Project
- Case 2.1 Dakseva, Janaseva
- Case 2.2 Rural Outsourcing—The Case of ROPE
-
3 Rural Marketing Experiences
- Introduction
- Case of HUL—Project Shakti
- Case of CFCL—Uttam Bandhan
- Case of ITC—e-Choupal
- Case of Colgate—Education
- Case of HLL—Social Marketing
- Lessons from Experience
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercises
- Mini Project
- Case 3.1 Biostadt’s Big Leap
- Case 3.2 Godrej Focuses on Rural Markets
-
1 Rural Marketing Opportunities
-
PART II INSIGHTS
-
4 Rural Consumer Behaviour
- Introduction
- Rural Consumers on the Growth Track
- Model of Consumer Behaviour
- Buying Decision Process
- Environmental Factors Influencing the Decision-making Process
- Buyer Characteristics
- Buying Behaviour Patterns
- Brand Loyalty
- Innovation Adoption
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Projects
- Case 4.1 Know Your Consumer and Innovate
- Case 4.2 Caring for One and All
-
5 Rural Marketing Research
- Introduction
- Significance of Information
- Sources of Information
- Marketing Research—Key Decisions
- Approaches and Tools—Case for Innovation
- Participatory Approaches
- Innovative Tools
- Rural Versus Urban Marketing Research
- Rural Research Business
- Who has the Edge?
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Project
- Case 5.1 Rural Market Survey
- Case 5.2 Pharma Surveys Rural
-
6 Selecting and Attracting Markets
- Introduction
- Concepts and Processes
- Case for Segmentation
- Bases for Segmentation
- Emerging Segments—Women and Youth
- Guides to Effective Segmentation
- Targeting
- Positioning
- Case 1—ICICI Prudential
- Case 2—Mahindra and Mahindra Tractors
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Projects
- Case 6.1 Rural Kiosks—Search for Optimization
- Case 6.2 LG Reaches Rural Markets
-
4 Rural Consumer Behaviour
-
PART III DESIGNING STRATEGIES
-
7 Product Strategy
- Introduction
- Product Decisions
- Product Classifications
- Product Strategy Levels
- Significance of Product Strategy
- Product Strategies: Assessment of Acceptability
- Product Design Decisions
- Types of Product Strategies
- Product Innovation Strategies
- Customer Value Strategies
- Product Identity Strategies—Branding
- Product Identity Strategies—Packaging
- Brand Building Strategies
- Product Lifecycle Strategies
- Fighting Fakes
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Project
- Case 7.1 Healthy Brand Building—HUL Takes the Lead
- Case 7.2 Titan Shines in Rural Areas
-
8 Pricing Strategy
- Introduction
- Concept and Significance
- Pricing Objectives
- Pricing Policy
- Pricing Strategy—The Affordability Challenge
- Pricing Strategy—Rural Versus Urban
- Pricing Strategy Needs Integrated Approach
- Pricing for the Quality-conscious Segment
- Pricing for the Value-conscious Segment
- Pricing for the Price-conscious Segment
- Pricing—Based on Distribution
- Pricing—Based on Promotion
- Pricing and Environmental Factors
- Pricing for Competition
- Pricing by Retailers
- Pricing and Product Lifecycle
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercises
- Mini Project
- Case 8.1 Nirma in Dilemma
- Case 8.2 Innovative Pricing Strategy of Idea Cellular
-
9 Distribution Strategy
- Introduction
- Distribution—The Availability Challenge
- Distribution Practices
- Distribution Trends
- Rural Logistics
- Rural Coverage Decision
- Geographic Information Systems for Planning Rural Coverage
- Distribution Decision—Direct Versus Indirect
- Direct Marketing
- Indirect Marketing
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercises
- Mini Project
- Case 9.1 Har Gaon, Har Aangan
- Case 9.2 Cattle Feed Distribution—The Anand Pattern
-
10 Rural Retailing
- Introduction
- The Rise of Organized Retailing
- Types of Retail Outlets
- Role of Retailers
- Rural Malls
- Government-initiated Retail Outlets
- Entrepreneur-founded Malls
- Agri-company Retail Outlets
- Retail Outlets of Petro-chemical Companies
- Retailing by Urban Players
- PPP Models
- E-Tailing
- Training Retailers
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercises
- Mini Project
- Case 10.1 Expectations on the Higher Side
- Case 10.2 Retail Format and Strategy
-
11 Promotion Strategy
- Introduction
- IMC—Concept and Management
- Awareness and Motivation Challenge
- Objectives and Framework of IMC
- Promotional Mix
- Communication Process
- Communication Media
- Designing the Communication Strategy
- IMC Strategy
- Rural Advertising
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercises
- Mini Project
- Case 11.1 Maruti’s Game Plan
- Case 11.2 Fevicol Bonds
-
7 Product Strategy
-
PART IV APPLICATIONS
-
12 Marketing of Consumer Products
- Introduction
- FMCG Industry—An Overview
- Marketing Mix
- Dettol Campaigns for Hygiene
- Consumer Durables Industry—An Overview
- Marketing Mix for Durables
- Nokia Sets Connections
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercises
- Mini Project
- Case 12.1 Aventis Arrives
- Case 12.2 Marketing Water Purifiers: The Godrej Way
-
13 Marketing of Agri-inputs
- Introduction
- Concept and Classification
- Marketing of Seeds
- Marketing of Fertilizers
- Marketing of Pesticides
- Marketing of Tractors
- Extension Services
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Project
- Case 13.1 Small Is Beautiful
- Case 13.2 Uttam Bandhan
-
14 Marketing of Services
- Introduction
- Marketing of Savings and Investment Services
- Savings and Investment
- Marketing of Credit Services
- Marketing of Insurance Services
- Marketing of Cellular Services
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Projects
- Case 14.1 Giving Wings to Savings
- Case 14.2 Mobile Internet Services
-
15 Social Marketing
- Introduction
- Conceptual Framework of Social Marketing
- National Rural Heath Mission Campaigns
- Pharma Healthcare Campaigns
- Marketing of Family Planning
- Marketing of Health Care
- Marketing of AIDS Prevention
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Projects
- Case 15.1 Campaign for Health
- Case 15.2 Multi-pronged Attack
-
16 Agricultural Marketing
- Introduction
- Marketable Surplus
- Concept and Functions
- Types of Agricultural Markets
- Marketing System
- Terminal Methods of Sale
- Regulated Markets
- ICT Channel
- Case 1—Marketing of Coconuts
- Case 2—Marketing of Cotton
- Marketing Finance
- Corporate Agriculture
- Commercialization
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Project
- Case 16.1 Corporatization of Agriculture
- Case 16.2 Welcoming Private Markets
-
17. Marketing of Rural Industry Products
- Introduction
- Artisans and Products
- Artisans Left Behind
- Marketing Problems of Artisans
- Institutional Framework for Development
- Development Measures
- Marketing Initiatives
- Export Marketing
- Role of NGOs
- Marketing of Rural Tourism
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercises
- Mini Project
- Case 17.1 Promoting Rural Products
- Case 17.2 Selling With Enthusiasm
-
12 Marketing of Consumer Products
-
PART V LOOKING INTO THE FUTURE
-
18 Future of Rural Marketing
- Introduction
- Change in Patterns
- Winning Stakes—Social Aspects
- Emerging Segments—Women and Youth
- ICT—Transformation Agent
- Technology and Innovation—A Driver
- Rural Innovations
- Summary
- Short Answer Questions
- Discussion Questions
- Essay Questions
- Internet Exercise
- Mini Project
- Case 18.1 Advertising on Two Wheels
- Case 18.2 Insurance Takes a New Path
-
18 Future of Rural Marketing
-
PART VI CASES
- Case 1 Bajaj Discovers New Opportunities
- Case 2 Marketing of DTH Services
- Case 3 Strategy of ACE
- Case 4 Asha—Nourishing New Hope
- Case 5 An All-weather Friendship
- Case 6 Heroes for a Cause
- Case 7 Marketing of TV Channels
- Case 8 Doctor’s Choices
- Case 9 Nutrine—Leading the Rural Market
- Case 10 Concrete Ambitions
- Notes
- Copyright
Product information
- Title: Rural Marketing: Text and Cases, 2nd Edition
- Author(s):
- Release date: July 2010
- Publisher(s): Pearson India
- ISBN: 9788131792452
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