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

MS- 611

ASSIGNMENT

Course Code : MS - 611

Course Title : Rural Marketing

Assignment Code : MS-611/TMA/SEM - II /2012

Coverage : 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.

4. 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?

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.