MS- 611

Management Programme

ASSIGNMENT SECOND SEMESTER 2012

MS-611: RURAL MARKETING

School of Management Studies INDIRA GANDHI NATIONAL OPEN UNIVERSITY MAIDAN GARHI, NEW DELHI 110 068

ASSIGNMENT Course Code Course Title Assignment Code Coverage : : : : MS - 611 Rural Marketing MS-611/TMA/SEM - II /2012 All Blocks

Note : Answer all the questions and send them to the Coordinator of the Study Centre you are attached with.
1.

Briefly discuss the rural economic and technological environment. How do these environmental factors affect the marketing decisions and opportunities in case of banking services?

2.

You are the marketing head of the company manufacturing electrical appliances for the urban markets. Now your company has decided to tap the rural customers. Taking any product of your choice, explain what modifications in the product and pricing strategies would you suggest to the company to tap the rural markets.

3.

Explain the concept of reference group influence in context of rural markets. How does it differ from urban markets? Explain giving suitable examples. Having identified the rural market potential, your company is planning to promote its economic range of hair care products such as shampoos, conditioners, hair colors and hair oil etc. in the rural markets. What media mix would you suggest to the company and why?

4.

5.

You have been asked to assess the market acceptance for the data cards used for internet surfing in the villages of your region. What sources of secondary and primary data will you use for your market research? Explain.

6.

Suppose you are the marketer of perishable products such as bread, egg, biscuits etc. What distribution channels do you think would be appropriate for such products in case of rural markets? Justify your choice.