10318

No. of Printed Pages : 2 7L293/D43ffi

Reg. No.
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IV Semester MBA (Regular) Examination, August - 2019

(New Syllabus) (CBCS)
MANAGEMENT
4024: Rural Marketing (4 CREDIT)

Max. Marks : B0
Time :3 Hours

lnstructions : A) All Sections flre cot/'pulsory'

An Read instructions giuen at each section'
ait Releaant illustrations/examples must be giaen whtrerler required,
SECTION .A
5x2=X.0
Answeranyfivequestions.Eachquestioncarriestwomarks. 2
1. (r) \Atrhat is rural marketing ? 2
to rural consumer ? \'t[hy ?
ibi Is affordability importairt 2
Gi State the bases of segmentation'
spurious brands ? Give an example'
2
iil $trhat ao y"" mean 6ypenetration pricing and skimming pricing. 2
i"iDifferentiate between 2
i0 setf HelP GrouP-(sHG)
\Atrhat is 2
id) Rural marketing cannot be neglected' Discuss'

SECTION . B
5x5=25
Answeranyfivequestions.Eachquestioncarriesfivemarks.

2. Write a short note on HUL's Shakti project'

5
3. Elaborate on the 4Ps of rural marketing'
5
4. Why is building awareness a challenge in rural marketing
?

5
5. Vlrhat are the prerequisites for effective segmentation ?

5
6. What are the challenges of rural marketing ?

5
\44rat are the emerging characteristics of a rural market
?
7.
5
S.Discussthestepsinvolvedinnewproductdevelopmentprocess.
P.T.0.
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SECTION - C
Answer any five questions. Each question carries seven marks. 5x7=35

g. Draw a neat sketch of distribution model for FMCG Company and explain it. 7

L0. Write a short note on rural occupation pattern and infrastructure facility. 7

1"1. What are factors differentiating rural marketing from urban marketing ? 7

L2. Explain the classifications of rural markets. 7

13. As a manager of a FMCG Company, what are the strategies you would like to use to
counterfeit the fake products in rural market ?

L4. Explain the levels of products with suitable example.

15. Explain the factors affecting rural consumer buying.

SECTION - D
CASE LET (COMPULSORY)
16. Read the case study and answer the questions given at the end. 1xl0=10

Case Study :
Mr. Verma of Master Detergent was a worried person; another competitor had
traunched a special pack of a detergent with a very competitive price and very aggressive
advertisement and sales promotion schemes. The flagship brand of the comPany MAST
was taking a beating in the market and sales were going down. The company Master
is old .o*prny existing for more than 60 years and has strong brand equity in the rural
market. The products-of the company are well known and command a premi-um and
harre a niche place in the rural market, there are also other products as Soaps, Shampoos
and other cor'rs.rmer goods the company offers. The new company does not have the
long range of produits Master has but is strong on raw materials buying and thus
offers veiy low prices to attract the customers this according to Mr. Verma is a big
strength. Mr. Verma is sitting in his office t ying to find a new marketing skategy to
regain the lost market share.
Questions :
(i) Please help Mr. Verma in his endeavour to regain the lost share and increase
brand equity.
(ii) \Arhat are the marketing strategies you would like to suggest to Mr. Verma ?

-oOo-

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