Introduction to Rural 
                    Introduction to Rural 
                           Marketing 
                           Marketing 
             “The first five years of the new 
             “The first five years of the new 
             millennium will belong neither to 
             millennium will belong neither to 
             the urban markets which have 
             the urban markets which have 
             reached saturation and where 
             reached saturation and where 
             margins are under pressure not to 
             margins are under pressure not to 
             the export markets, which suffer 
             the export markets, which suffer 
             from inadequate infrastructure 
             from inadequate infrastructure 
             back home, and uncompetitive 
             back home, and uncompetitive 
             prices overseas. It will belong to 
             prices overseas. It will belong to 
             rural marketing.”
             rural marketing.”
                                     
                                     
                   RURAL MARKETING
                   RURAL MARKETING
         In the India context, the word 
         In the India context, the word 
         ‘RURAL’ is so much associated 
         ‘RURAL’ is so much associated 
         with agriculture and farmers that rural 
                 agriculture
         with                   and farmers that rural 
         marketing tends to be seen as a 
         marketing tends to be seen as a 
         marketing of inputs or outputs 
         marketing of inputs or outputs 
         related to agriculture.
         related to agriculture.
                                     
                                     
              What is Rural Marketing?
              What is Rural Marketing?
        Rural marketing is a function which manages 
        Rural marketing is a function which manages 
        all those activates involved in assessing, 
        all those activates involved in assessing, 
        stimulating and converting the purchasing 
        stimulating and converting the purchasing 
        power into an effective demand for specific 
        power into an effective demand for specific 
        products and services, and moving them to the 
        products and services, and moving them to the 
        people in rural area to create satisfaction and a 
        people in rural area to create satisfaction and a 
        standard of living to them and thereby 
        standard of living to them and thereby 
        achieves the goals of the organization.
        achieves the goals of the organization.
      
                                     
                                     
                    Rural v\s Urban
                    Rural v\s Urban
            OCCUPATION:
            OCCUPATION:
            Rural:Cultivators n few non –
            Rural:Cultivators n few non –
            agricultural pursuits.
            agricultural pursuits.
            Urban:manufacturing,trade,com
            Urban:manufacturing,trade,com
            merce,professions
            merce,professions
                                     
                                     
     Size of community
     Size of community
        Rural:open farms & small 
        Rural:open farms & small 
        community are –vly co-
        community are –vly co-
        related
        related
        Urban:urbanity & size of 
        Urban:urbanity & size of 
        community are +vly co-
        community are +vly co-
        related
        related