2019 (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:
a) There is a need to understand the global marketing environment to develop appropriate strategies for exploring rural market. (Write True or False). 1
b) Mention one of the characteristics of rural society. 1
c) Write the full forms of the following: 1x2=2
a. FMCGs
b. FSSAI
d) ______ is the main occupation in rural economy. (Fill in the blank) 1
e) State one of the functions of personal selling.
f) ______ is the last stages in a channel of distribution. (Fill in the blank) 1
g) Rural marketing promotion can be more effective through
a. Melas
b. Village fairs
c. Door-to-door campaigns
d. All of the above
e. None of the above (Choose the correct answer) 1
2. Write short notes on any four of the following: 4x4=16
a) Rural credit institutions
b) Future of Indian rural market
c) Scope of rural marketing
d) Dynamics in rural marketing
3. (a) Is rural marketing different from urban marketing? Explain the significance of rural marketing. 7+7=14
Or
(b) Discuss briefly the evolution and development of rural marketing in India. 14
4. (a) What do you mean by rural marketing environment? Explain its dimensions. 4+10=14
Or
(b) Discuss the impact of geographical and technological factors on rural marketing operations. 7+7=14
5. (a) What is market segmentation? Discuss the significance of market segmentation in developing a rural marketing strategy. 4+10=14
Or
(b) What do you mean by rural market segmentation? Explain the prerequisites for effective rural market segmentation. 4+10=14
6. (a) What is meant by rural pricing strategy? Explain its significance in rural marketing operations. 4+10=14
Or
(b) Write critical notes on the distribution channels and logistics in rural market. 7+7=14
(Old Course)
Full Marks: 80
Pass Marks: 32
1. Write True or False: 1x8=8
a) Product strategies for the rural market and rural consumers are different from urban markets.
b) Urban customers have poor literacy level than the rural customers.
c) In rural market, products cannot be stored for use in future.
d) Normally, rural consumers are cost-conscious.
e) There is no role of personal selling in rural markets.
f) Industrial products and consumer goods can be marketed in the same manner.
g) The basic reason for establishing sales territories is to reduce selling expenses.
h) Air transport is very costly.
2. Write short notes on any four of the following: 4x4=16
a) Significance of product planning
b) Cooperative marketing
c) Dynamics of rural marketing
d) Pricing of agricultural products
e) Rural retailing
3. (a) Discuss the nature and importance of rural marketing. 5.5+5.5=11
Or
(b) Briefly discuss the evolution of rural marketing. 11
4. (a) Explain the concept and significance of rural marketing environment. 3+8=11
Or
(b) Discuss the impact of socio-cultural factors on rural marketing operations. 11
5. (a) Define market segmentation. Explain the basic methods of rural market segmentation. 3+8=11
Or
(b) Discuss the influence of rural market segmentation in rural marketing. 11
6. (a) Discuss the different stages in product planning process for rural market. 11
Or
(b) Write an explanatory note on ‘logistic issues in rural marketing’. 11
7. (a) Briefly discuss the role of the Government in marketing of rural agricultural products. 12
Or
(b) Explain the different types of agricultural inputs and their needs. 12
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