2014 (May)
COMMERCE
(Speciality)
Courses: 603
(Rural
Marketing)
Full Marks:
80
Pass Marks: 32
Time: 3 hours
The
figures in the margin indicate full marks for the questions
1. Write
True or False: 1x8=8
(a) Need
recognition is the first step in a buying decision.
(b) The
rural market accounts for less than 50% of the sales of durables.
(c) Rural
consumers are heterogeneous from income point of view.
(d) People
who by virtue of their competence or acceptability yield influence on others
are regarded as opinion leaders.
(e) The
limited sociability of villagers results in poor brand communication and high
preferences for branded products.
(f) The
Consumers’ Protection Act was passed in 1986.
(g) Motivation
is an inner urge that moves or prompts action.
(h) Positioning
is the act of finding a place in the minds of consumers and locating the brand
therein.
2. Write
short notes (any four): 4x4=16
(a) Microfinance.
(b) Rural
retailing.
(c) Lifestyle.
(d) Life
cycle needs.
(e) FMCG.
(f) Scope
of rural marketing.
3. (a)
Critically examine the problems of marketing agricultural products in India. 14
Or
(b) Analyse the role of cooperatives in the marketing of
agricultural products. 14
4.
(a) Give an account of various distribution
channels concerned with rural marketing. 14
Or
(b) Discuss the features of a successful marketing strategy in
the context of rural marketing. 14
5. (a)
What is market segmentation? Discuss the prerequisites of market segmentation. 4+10=14
Or
(b) Discuss the features of the rural segment. How does this
segment differ from urban segment? 7+7=14
6.
(a) Discuss the major factors of marketing
environment with special reference to the socio-cultural factors. 14
Or
(b) Examine the role of economic and geographical factors in
the context of rural marketing. 7+7=14