Marketing Mix Adaptability in Rural Markets
P Nixon Dhas
Research Scholar, SunriseUniversity,Alwar(Rajasthan)
Dr NP Sharma
Supervisor,Director,NimbusAcademy ofManagement,Dehradun
Download PDFAbstract
Marketing is a societal process through which people get what they need and want through a process of
exchange which satisfy both individual and organization goal.
According to AMA - Marketing Management is a process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfies both
individual and organizational objectives. According to diversified profiles of consumer which includes
different educational background, level of affluence, life style and different patterns of consumption due
to difference in customs, traditions, practices etc. marketing is basically divided into two parts-i) Rural
Marketing ; and ii) Urban Marketing.
Rural Marketing can be defined as a marketing activity which is targeted to rural population in the
rural areas which have some difference in their needs, wants, desire, buying behaviour, consumer behaviour
etc. as they are raised in different customs, tradition and culture and have different economic, social and
political background.
Keywords: Marketing Mix Adaptability; Rural markets; Urban Marketing
References
- Marketing Management Philip Kotler· Rural Marketing T. P. Gopalswamy
- Rural Project Management Devendra Prasad Pandey · Rural Marketing Management Sukhpal Singh
- Rural Marketing C. S. G. Krishnamacharyulu Lalita Ramkrishnan
- Consumer Behaviour K. K. Shrivastava Sujata Khandai
- Consumer Behaviour & Market Research Sharma, Chouhan & Saini· Marketing Strategies Ramanuj Majumdar News Papers, Magazines & Journals