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Introduction to Rural Introduction to Rural Marketing Marketing “The first five years of the new “The first five years of the new millennium will belong neither to millennium will belong neither to the urban markets which have the urban markets which have reached saturation and where reached saturation and where margins are under pressure not to margins are under pressure not to the export markets, which suffer the export markets, which suffer from inadequate infrastructure from inadequate infrastructure back home, and uncompetitive back home, and uncompetitive prices overseas. It will belong to prices overseas. It will belong to rural marketing.” rural marketing.” RURAL MARKETING RURAL MARKETING In the India context, the word In the India context, the word ‘RURAL’ is so much associated ‘RURAL’ is so much associated with agriculture and farmers that rural agriculture with and farmers that rural marketing tends to be seen as a marketing tends to be seen as a marketing of inputs or outputs marketing of inputs or outputs related to agriculture. related to agriculture. What is Rural Marketing? What is Rural Marketing? Rural marketing is a function which manages Rural marketing is a function which manages all those activates involved in assessing, all those activates involved in assessing, stimulating and converting the purchasing stimulating and converting the purchasing power into an effective demand for specific power into an effective demand for specific products and services, and moving them to the products and services, and moving them to the people in rural area to create satisfaction and a people in rural area to create satisfaction and a standard of living to them and thereby standard of living to them and thereby achieves the goals of the organization. achieves the goals of the organization. Rural v\s Urban Rural v\s Urban OCCUPATION: OCCUPATION: Rural:Cultivators n few non – Rural:Cultivators n few non – agricultural pursuits. agricultural pursuits. Urban:manufacturing,trade,com Urban:manufacturing,trade,com merce,professions merce,professions Size of community Size of community Rural:open farms & small Rural:open farms & small community are –vly co- community are –vly co- related related Urban:urbanity & size of Urban:urbanity & size of community are +vly co- community are +vly co- related related
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