Rural Marketing: Text and Cases, 2nd Edition

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Rural Marketing Opportunities

LEARNING OBJECTIVES

Upon completion of this chapter, you will be able to:

 

•  Understand the meaning of rural marketing, its scope and nature

•  Analyse the emergence of rural markets and classify them

•  Use the 4 A’s and 4 P’s frameworks and the bottom-of-the-pyramid theory to take three important decisions—(i) going rural, (ii) adopting a suitable approach and implementing it and (iii) becoming a rural marketer

•  Test whether you have the potential to become a rural marketer

 

Seventy per cent of India’s population, 56 per cent of its income, 64 per cent of its expenditure and 33 per cent of its savings come from rural India. A recent study on rural marketing by the Confederation of Indian Industry (CII) ...