2018 (May)
COMMERCE (Specialty)
Course: 603 (Rural Marketing)
Time: 3 hours
The figures in the margin indicate full marks
for the questions
(New Course)
Full Marks: 80
Pass Marks: 24
1.
Answer the following as directed:
1x8=8
a)
The density of population in rural markets is
high/low. (Choose the correct answer)
b)
State one of the major problems faced by rural
marketers.
c)
Write the full form of EOUs.
d)
Mention one of the Rural Development
Programmes (RDPs) of the Government of India.
e)
Market Segmentation is a process of defining
and breaking heterogeneous market into ______ sub-markets or segments. (Fill
in the blank)
f)
Labeling refers to designing the _____ and
putting it on the package. (Fill in the blank)
g)
Name the non-paid form of communication of
information about the products.
h)
Trade Fairs and Exhibitions provide an
important avenue of sales promotion to the rural marketers. (Write
True or False)
2. Write short notes on any four of
the following: 4x4=16
a)
Dynamics in rural marketing
b)
Rural communication system
c)
Importance of Product Planning in rural marketing
d)
Occupational pattern of rural people
e)
Logistic decisions in rural marketing
3. (a) Define the term ‘Rural
Marketing’. Discuss the importance of the study of rural marketing. 4+10=14
Or
(b)
Discuss the challenges faced by rural marketers. 14
4. (a) Discuss the rural marketing
environment. 14
Or
(b)
Explain the impact of geographical and socio-cultural factors on rural
marketing operations. 7+7=14
5. (a) What do you know about rural
market segmentation? Explain the prerequisites for effective rural market
segmentation. 4+10=14
Or
(b)
Briefly explain the different bases for market segmentation. What will be the
suitable base for the marketing of mineral water in rural market? Explain. 7+7=14
6. (a) What is meant by marketing
strategy? Explain the distribution strategies to reach out effectively into
rural markets. 4+10=14
Or
(b)
Discuss the different stages in Product Planning process for rural market. 14
(Old Course)
Full Marks: 80
Pass Marks: 32
1. Answer the following questions as
directed:
a)
______ is the main occupation in the rural
economy. (Fill in the blank) 1
b)
In marketing, Channels of Distribution
indicate the routes or pathways through which goods and services flow from
______ to ______. (Fill in the blank) 2
c)
Name the function involved in physical
movement of goods from one place to another place. 1
d)
Personal selling is a process of assisting or
buyer to buy a product in a face-to-face situation. (Write
True or False) 1
e)
State one of the differences between rural
market and urban market. 1
f)
The scope of marketing and selling are
same. (Write True or False) 1
g)
Write the full form of ‘KVIC’. 1
2. Write short notes on any four of
the following: 4x4=16
a)
Scope of rural marketing
b)
Rural credit institutions
c)
Prerequisites for effective segmentation
d)
Distribution channels in rural market
e)
Cooperative marketing
3. (a) Explain the meaning and
significance of ‘Rural Marketing’. 4+8=12
Or
(b)
Discuss briefly the evolution and development of rural marketing in India. 6+6=12
4. (a) Discuss briefly the various
rural marketing environmental forces.
11
Or
(b)
Explain the impact of economic and socio-cultural environment on rural
marketing management. 5.5+5.5=11
5. (a) Discuss the importance of
market segmentation in developing a rural marketing strategy. 11
Or
(b)
Explain the various methods of segmenting the markets. 11
6. (a) What is a ‘Product’? Explain
the significance of Product Planning in rural market. 3+8=11
Or
(b) What
factors will you consider in selecting a suitable distribution channel for
rural market? Discuss. 11
7. (a) Explain the role of pricing in
rural marketing. 11
Or
(b) What
is meant by ‘Agricultural Marketing’? Explain its objectives. 3+8=11
***
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