Its definition and development perspective article pdf available in international journal of rural management 51. These factors have evolved the tool of marketing management. Notes introduction to marketing 3 nmims global access school for continuing education after studying this chapter, you should be able to. School of distance education university of calicut.
Media planning and strategy development involves a series of sequential activities which are. A product has to be packaged according to what the target market expects and wants. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Help to teach marketing concepts for participants to use in their situations facilitators notes many times, smallscale businesses are largely practiced and they often face a number of challenges characteristics and examples of small scale businesses. With 128 million households, the rural population is nearly three times the urban. Product, price, place and promotion plants for human. In their place are a confusing mix of new, digital methods of building online presence of your brand, reaching out to customers and adding value to their relationships. Consumers can seek out those brands, connect with them through social networks, tweet about them, and instantaneously let all their friends. Specially, the subject of agricultural marketing includes marketing functions, agencies, channels, efficiency and costs, price spread and market integration, producers surplus, government policy and research, training and statistics on agricultural marketing. Investing in agricultural development is good business. Get an answer for use the marketing mix as a basis to discuss the criticisms of marketing.
Ict in market research and ict in market researchand ict in market research marketing notesmarketing notes marketing management process. Hey mba marketing students, i am sharing download links for mba marketingpgdm subjects lecture notes, guides, handouts and ebooks for first year 1st and 2nd semester subjects. Hll rewrites strategy for greater penetration of rural markets. Pricing is the marketing function that involves determination of value of a product or service in monetary terms before it is offered in the market for sale price is the marketing mix element that produces revenue. Discussion of the various components and importance associated with the product, along with. Module 3 teaching notes toolkit on poverty reduction through tourism october 2012 slide the marketing mix from the participants response to the marketing mix, identify which the ones that would belong to the 5 ps and explain that the marketing mix consists of product, price, place, promotion and people five ps. Services marketing services marketing is marketing based on relationship and value. Understanding integrated marketing communication, budgeting, evaluation of integrated marketing communications, creative execution in advertising, regulation, social and ethical aspects of advertising and promotion, federal regulation of advertising. Download marketing management pdf notes, books, syllabus for bba, bcom 2020. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Marketing mix comprises of various controllable elements like product, price, promotion and place. Some people describe it to mean merchandising or designing a product. Ide designed a low cost manual pump, branded kb krishna.
Relevance of marketing mix for rural marketconsumers. In the india context, the word rural is so much associated with agriculture and farmers that rural marketing tends to be seen as a. In simple terms, a product is anything that satisfies human want customers and includes product quality, features, benefits, design, style, colour, brand, services, and warranties. Word market has been widely and variedly used to mean a a place or a building where commodities are bought and sold. Mba service marketing notes pdf download mba 4th sem. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. Product is the most important element of marketing mix. There are millions of internet users that daily access different websites using a variety of tools like computers, laptops, tablet and smart or android phone devices, and the number of internet users are increasing very rapidly. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. Therefore the domain of rural marketing is significantly different from the way marketing is planned and implemented in urban areas. This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr. Complete study and lecture notes on marketing especially compiled for bba, bcom, mcom and mba students. View features or choose a topic to view more samples.
Marketing mix is referred to as the controllable marketing tools through which a firm is able to produce a response for the targeted market. Bhutan has a unique rural market structure, and the 4ps product, place, price. Provide information regarding importance of the product 4. Apr 10, 2015 rural marketing seminar ppt and pdf report sumit thakur april 10, 2015 rural marketing seminar ppt and pdf report 20150410t14. When marketing activities are done in the rural areas or marketing enter into rural. But often, rural marketing is confused with agricultural marketing the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural produc. Packaging helps to allow the product mix easily for the consumers. Marketing mix 7p and performance assessment of western fast. In the india context, the word rural is so much associated with agriculture and farmers that rural marketing tends to be seen as a marketing of inputs or outputs related to agriculture.
Rural marketing tutorial pdf version quick guide resources job search discussion rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. Rural marketing rural marketing is the study of all the activity, agency and policy involved in the procurement of farm inputs by the farmers and the movement of rural products from farmers to consumers. Fmcg goods, agricultural fertilizers, automobiles, etc. Introduction to marketing and marketbased management. Mmm national council of educational research and training. It is important to note that rural consumers tend to exhibit. Product is something like the heart in the human body. Notes on rural marketing 50 marks chapter 3 rural consumer l. It helps to select appropriate sales and advertising strategies, and to plan marketing programme in a more efficient manner. The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf.
The rural market of india started showing its potential in the. Success of any business enterprise depends on marketing mix and these four elements are like powerful weapons in the hand marketers. Jul 24, 2016 hey mba marketing students, i am sharing download links for mba marketing pgdm subjects lecture notes, guides, handouts and ebooks for first year 1st and 2nd semester subjects. Chapter 1 introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution. Emarketing advantages and disadvantages of emarketing. Media planning and strategy development activities. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways. Consumer marketing is the marketing of goods and services by manufacturer to final consumer, but industrial marketing is from one business to another. Change in product mix can be possible as packaging helps to influence weight, size, and dimensions of the product. These notes and ebooks have been prepared by some of the best mba college faculty and university toppers and will.
Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing. Evaluate how marketing influences you, in terms of what you buy and in terms of your beliefs or. By adding people, physical assets, and process to the marketing mix forming the 7ps, services. Rural consumer behaviour in marketing research challenges in rural communication. In the words of philip kotler, marketing mix is the set of controllable variables and their levels that the firm uses to influence the target market. It is still used today to make important decisions that lead to the execution of a marketing planii. It is the marketers offering to the consumers to satisfy their needs. The services marketing mix differs chiefly from the 4ps by the addition of three new decision responsibilities that must be integrated to form a coherent and effective services marketing mix. The foundation of modern marketing management has been laid on the concept of marketing mix paradigm.
Rural marketing is basically a focused marketing activity of an organization. Since behavioral factors of rural consumers are different and almost. Borden in his article the concept of marketing mix. This concept was introduced by neil borden in 1950 and popularised by mc garthy in 1960. The marketing mix is considered as the sole vehicle for creating and delivering customer value. This page contains rural marketing seminar and ppt with pdf report. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. Price refers to the exchange value in terms of money of products and services which provide a bundle of satisfaction to the consumer. This is a brief introductory tutorial that explains the strategies applied in the rapidly. Apr 18, 2012 some myth about rural india rural india is all about agriculture.
He learned about it in a research bulletin on the management of marketing costs, written by his associate, prof. Marketing mix is a greatest strategy for attaining competitive advantage for any firm. The rural consumers can be classified under the following categories based on their economic status. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. The word market comes from the latin word marcatus which means merchandise or trade or a place where business is conducted. Rural marketing ba8010 anna university lecture notes. Rural marketing mix marketing mix refers to the set of actions, tactics, tools or variables that a company uses to promote and sells its brand or product in a markets 2. Define marketing and market analyse the marketing concepts know the history of marketing analyse marketing processes get an overview of the marketing mix understand how marketing orientation is developed. Product mix relates to the product lines and an assortment of sizes, colors, measures, grades, package types etc. All questions are compulsory subject to internal choice. Acropdf a quality pdf writer and pdf converter to create pdf files. E marketing is the process of marketing a product or service using the internet.
Dec 27, 2012 it got a separate meaning and importance after the economic revaluation in india after 1990. Product, price, place and promotion the business development files keeping the target customers in mind will help your clients with deciding how to package their products. The marketing program consists of numerous decisions on the mix of marketing tools to use. Pdf mbapgdm 1st year marketing subject notes, ebooks. Twelve problems faced in rural marketing are as follows. Marketing management pdf notes bba, bcom 2020 book. Marketing management, marketing management notes, marketing. Complete notes, lecture notes, short notes, study notes and introduction to marketing notes. What would be an example of the marketing mix of a security guard business. This article aims to give you an indepth overview on some of the most important topics relating to marketing and. Mba, mba anna university, lecture notes, study material, important questions answers, question paper. Help to improve marketing and solve marketing problems 2. Traditional approaches that have worked for decades, or even centuries, are being swept away.
Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. Marketing mix pricepricing methods, strategies, importance. Rural marketing has become the latest mantra of most corporate. Rural marketing mix marketing mix refers to the set of actions, tactics, tools or variables that a. Marketing mix composed of four concepts that include product, price, promotion and place. In the marketing mix, price has its own place which. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. Unit 1 marketing of services pondicherry university. An overview of rural marketing scope of rural marketing. E marketing is referred to those strategies and techniques which utilized online ways to reach target customers. Selection of markets product strategy product mix decisions competitive product strategies for rural markets. Marketing a servicebase business is different from marketing a productbase business.
Mbah4010 rural marketing 2 composed of two main sub sectors i. Product strategiesproduct is the first and the foremost component of marketing mix. Marketing mix is a combination of various elements, namely, product, price, place replaced by physical distribution a nd promotion. Rural marketing mix marketing mix refers to the set of actions, tactics, tools or variables that a company uses to promote and sells its brand or product in a markets. Pdf almost all large consumer goods companies operating in bhutan actually. Coming to the frame work of rural marketing, rural marketing broadly. What would be an example of the marketing mix of a. Rural income is mainly come from agriculture thus uncertain only 41% of the rural income comes from agriculture rural growth is slow,investment gives late results rural markets showed 25% of growth in consumer durables, whereas.
These notes and ebooks have been prepared by some of the best mba college faculty and university toppers and will enable you to quickly revise the key topics in mba marketing first year subjects. May, 2020 e marketing electronic marketing are also known as internet marketing, web marketing, digital marketing, or online marketing. Pdf marketing mix practices in the industrial market. Rural marketing is defined as managing all the activities involved in assessing, stimulating and converting the purchasing power of the rural consumers into effective demand for specific products and services and moving them to the people in rural areas. All these descriptions may be partly correct but marketing is a much. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. It uses a range of technologies to help connect businesses to. International marketing exam notes marketing and marketing. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. Rural marketing can be define as a function that manages all activities involved in assessing, stimulating and converting the purchasing power of rural consumers into an effective demand for specific products and services and moving these products and services to the people in rural areas to create satisfaction and a better standard of living and thereby achieving.
Elucidate the various levels of product interactive lecture. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. In this study of manufacturers marketing costs he described the business executive as a decider, an artist a mixer of ingredients, who sometimes. Lecture notes on integrated marketing communication. Emarkerting not only includes marketing on the internet, but also includes marketing done via email and wireless media. Marketing mix pricepricing methods, strategies, importance pricing is the marketing function that involves determination of value of a product or service in monetary terms before it is offered in the market for sale. Mba rural marketing notes pdf download mba 4th sem study. Brandscan now be direct sellers, content producers, bloggers, tweeters and even friends without having to rely on media to deliver those messages. The environment outlines threats and opportunities of the market. There are some other people who confuse marketing with selling and feel that marketing activity starts after a product or service has been produced.