MBMM 4001

M.B.A. DEGREE EXAMINATION, AUGUST 2021.

Fourth Semester

Marketing

RURAL MARKETING

Time : Three hours Maximum : 100 marks

Answer any FIVE questions.

1. What are the main characteristics of rural

economy in India?

2. How is the gap between rural and urban markets

affected by globalisation?

3. What are the steps to evaluate the attractiveness

of a new market opportunity in rural market?

4. List out the major challenges in rural marketing.

5. Distinguish between the rural and urban

marketing.

6. Mention the four promotional strategies in rural

marketing.
7. Write a short note on Integrated Logistics System.

8. How do you segment markets based on

geographical variables? Explain with examples.

Answer any FIVE questions.

9. State and explain the hurdles in tapping the

FMCG products in rural markets of India.

10. Describe the importance of multi-attribute

segmentation in rural marketing. Explain one
such approach used by companies for their market
planning in detail.

11. Define brand stickiness. How is it different form

brand loyalty? Why is this concept more relevant
in rural India?

12. Identify three brands that have failed to create a

unique positioning in rural markets in the last five
years.

13. What is meant by rural marketing mix? Discuss

the different dimensions of a product mix in rural
marketing.

14. List out any three promotional strategies in rural

marketing with suitable example in each.

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15. Discuss the factors affecting choice of distribution
channels in rural marketing. What type of
distribution channel does Walmart use?

16. State and explain the problems and constraints of

logistics management in rural marketing.

Compulsory

17. Nazir Hasan was a second year Agriculture

Science student. Hasan got a tough assignment
from his lecturer to participate in a debate next

father was a rice producer, he helped Hasan for

that day to make a list of arguments against
farmer advertising. Next day Hasan met Manager
of Mother Dairy and asked why Mother Dairy and

larger sponsored advertising programme and

propogating drinking milk

Manager said he thought milk advertising is a

successful story. He could not give any facts or
figures for his success story. Hasan discussed the
topic with a larger grocer. The grocer said

Kohinoor advertises in all media including TV and

have to advertise and promote their products just

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like any other product. Hasan was confused,
should farmers advertise or not? Does it pay or
not?

(a) Under what circumstances should farmers

advertise their products?

(b) What are the purposes of such promotional

advertisements?

(c) How should farmers know the benefits of

such promotions cover their costs?

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