2. RM Learning Objectives:-DefinitionScope of rural
marketingComponents of Rural MarketingClassification of Rural
MarketingConcepts & difference between Urban & Rural
Markets 3. DefinitionThe term Rural as defined by GOI, may not
satisfy all,especially the marketer because it define the rural
notan account of what it is, but what is not urban.Census of India
defines rural as that what is not urban,and urban isAll location
within a municipality/ corporation,cantonment board or a notified
town area committeeAll other locations satisfying all the
criteria:1.Minimum population of 5000,2. at least 75% of male of
workforce engaged in non- agricultural activities.3. A population
density of over 400 persons per sq.km. 4. Rural Marketing Rural
Marketing is defined as the process ofdeveloping, pricing,
promoting, distributing ruralspecific goods and services leading to
exchangebetween urban and rural markets, which satisfiesconsumer
demand and also achievesorganizational objectives. As per national
commission of agriculture, ruralmarketing is a process which starts
with adecision to produce a saleable farm commodityand involves all
aspects of market structure orsystem, functional and institutional,
based ontechnical and economic considerations, andincludes pre and
post- harvestoperations, assembling, grading, storage,
transportation and distribution. 5. Phased Evolution of Rural
marketing Rural marketing exists today is a result of evolution
over many decades. The below table describesPhaseevolution of rural
marketing. Time PeriodNatureMajor Products Source TargetMarkets
marketIFrom Agricultural AgriculturalRuralUrbanIndependence to
marketing ProduceGreen RevolutionIIGR to pre-MarketingAgricultural
UrbanRuralliberalization ofInputsAgriculturalInputs
IIIPost-liberalizationRural Consumables &Urban &Rural in
20th century. Marketing durables for rural consumption &
production IV21st Century DevelopmeAll Products and Urban &
Urban & ntal Services Rural Rural 6. Rural Marketing Model
Develop/ModifyResearch Implementation Marketing MixSegment the
Select TargetControlRural MarketMarketsStudy the Develop Specific
Lifestyle ofneed profile fordifferent product category
segmentsDevelop profile of Define &Different Prioritize their
segments needs 7. Rural marketing Vs Urban Marketing
Differentiating Rural MarketsUrban Markets Factors
InfrastructureMinimum provided Maximum provided Availability Income
StreamAgricultural(seasonal, Non Agricultural (Fixedhighly
unreliable) Income ensured)Lifestyle Daily routines Ever
changingContextVaries a lot Varies a little Socio- CulturalValue
for money Not exactlyBackgroundAccessibility Heterogeneous
Homogeneous, markets, Logisticsconcentrated markets problemMedia
reach in HabitsVaries a lot Varies a littleNature of competition
Less Lot 8. Module 1 completedProf. Raghavendran Venugopal
