2016 (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. Answer
the following as directed:
(a) In
rural areas, most of the products consumed are in the nature of basic goods.
(Write True or False) 1
(b) Write
the full forms of (i) SHG and (ii) AGMARK. 2
(c) Marketing
is pre-production activity. (Write True or False) 1
(d) Rural
marketing promotion can be more effective through.
(1) Melas.
(2) Village
fairs.
(3) Door-to-door
campaigns.
(4) All
of the above. (Choose the correct answer) 1
(e) Name
one of the online retailing sales portals. 1
(f) Which
is the main crop of India?
(1) Rice.
(2) Wheat.
(3) Corn.
(4) None
of the above. (Choose the correct answer) 1
(g) The
method of expressing the value of goods in terms of money is being called ____
system. (Fill in the blank) 1
2. Write
short notes on (any four): 4x4=16
(a) Scope
of rural marketing.
(b) Evolution
of rural marketing.
(c) Legal
marketing environment.
(d) Rural
marketing strategies.
(e) Marketing
information system.
(f) Role
of rural marketing research.
3. (a)
Explain the term ‘Rural Marketing’. Discuss the characteristics of rural
marketing. 12
Or
(b) Discuss the importance of rural marketing in the growth of
a business firm and in the development of rural areas. 6+6=12
4.
(a) What do you mean by rural marketing
environment? Explain the problems of rural marketing. 4+7=11
Or
(b) Discuss the impact of geographical and social-cultural
factors on rural marketing operations. 5
½ x 2 = 11
5.
(a) “Market segmentation is the process of
dividing the total heterogeneous market into several homogenous sub-markets or
segments.” Discuss the statement and highlight the prerequisites for effective
segmentation. 11
Or
(b) Explain briefly the basic methods of rural market
segmentation. 11
6.
(a) Describe the different stages in product
planning process for rural market. 11
Or
(b) What factors will you consider in selecting a suitable
distribution channels for rural market? Discuss. 11
7.
(a) Write the explanatory note on ‘Role of
Government in marketing of agricultural products’. 11
Or
(b) What do you mean by cooperative marketing? Explain its
relevance to the rural market of a country like India. 4+7=11