Vol: 3, Issue: 3 2013

Page: 66-69

Marketing Mix Adaptability in Rural Markets

P Nixon Dhas

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”.