CONTENTS ACKNOWLEDGEMENTS v PREFACE vii PART I 1PROFILE OF RURAL MARKETING 5-21 Case Example 7 Introduction 8 Evolution of Rural Marketing 9 Why Companies Go Rural 10 Definition of Rural Marketing 12 Classification of Rural Markets 12 Characteristics of Rural Markets 13 Changing Patterns in Rural Demand 14 Problems in Rural Marketing 17 Constraints on Developing Rural Market 20 Questions for Practice 21 2 PROFILE OF THE RURAL CONSUMER 23-36 Case Example 25 Introduction 26 Profile of the Rural Consumer '. 26 Classification of Rural Consumers based on Economic Status 28 Rural Consumer Behaviour 29 Factors that Influence Rural Consumer Behaviour 30 Questions for Practice 36 3 RURAL MARKETING RESEARCH 37-50 Case Example 39 Introduction 40 Sources for Conducting Rural Marketing Research 40 Retail Research Method 42 The Researcher's New Toolkit 43 Do's and Don'ts for Rural Marketing Research 48 Questions for Practice . 50 4 RURAL SEGMENTATION, TARGETING AND POSITIONING 51-60 Case Example 53 Introduction 54 Segmentation 55 Targeting 58 Positioning 58 Questions for Practice 60 5 RURAL MARKETING STRATEGY 61-70 Case Example 63 Introduction 64 Planning Stage 66 Execution and Implementation Stage 67 Feedback Stage 68 Developmental Marketing 68 Questions for Practice 70 PART II 6 RURAL PRODUCT 73-90 Case Example 75 Introduction 76 Product Life Cycle 78 Rural Product Strategy 80 Rural Packaging 81 Rural Packaging Strategy 83 Rural Branding 84 Questions for Practice 90 7 RURAL PRICE 91-99 Case Example 93 Introduction 94 Rural Pricing Objectives 95 Rural Pricing Strategies 96 Methods of Pricing 98 Questions for Practice 99 8 RURAL DISTRIBUTION 101-113 Case Example 103 Introduction 104 Physical Distribution 104 Channels of Distribution 106 The Social Side of Effective Distribution 111 Operation Streamline 112 Questions for Practice 113 9 RURAL SALES FORCE MANAGEMENT 115-124 Case Example 117 Introduction 118 Strategic Planning for Rural Sales Force Management118 Important Traits for Rural Salespersons 121 Functions of Rural Salespersons 122 Rural Sales Force - The Marico Industries Story 123 Questions for Practice 124 10 RURAL COMMUNICATION 125-136 Case Example 127 Introduction 128 Factors Affecting Rural Communication 128 Types of Rural Media 130 Problems of Rural Communication 135 Questions for Practice 136 PART III 11AGRICULTURE IN INDIA 141-146 Introduction 143 Stages of Growth of Indian Agriculture 143 From Prosperity to Poverty 145 Maximum Support 145 Grain Drain 145 Evils of Globalisation (WTO Reforms) 145 Questions for Practice 146 12 AGRICULTURAL MARKETING IN INDIA 147-153 Introduction 149 Definition 149 Why Agricultural Marketing is Complicated150 Marketing of Agricultural Products 151 Agricultural Marketing Process 151 Questions for Practice 153 13 AGRICULTURAL MARKETING FINANCE 155-163 Introduction 157 Non-agricultural Finance 157 Agricultural Finance (Credit) 158 Sources of Agricultural Credit 158 Functions of NABARD 162 Questions for Practice 163 14 MARKETS AND CLASSIFICATION OF MARKETS 165-179 Introduction 167 Classification of Agricultural Markets 167 Structure of Agricultural Markets 169 Regulated Markets 172 Marketing Co-operatives 177 Questions for Practice 179 15 MARKETED AND MARKETABLE SURPLUS 181-186 Introduction 183 Marketable Surplus 183 Marketed Surplus 183 Factors Affecting Marketable Surplus 184 Relationship between Prices and Marketable Surplus 185 Questions for Practice o 186 16 METHODS OF SALE & MARKETING AGENCIES 187-194 Introduction 189 Methods of Sale 189 Marketing Agencies 192 Questions for Practice 194 17 STANDARDISATION & GRADING 195-201 Introduction 197 Standardisation 197 Grading 198 Grading in India 199 AGMARK 200 Questions for Practice 201 18 TRANSPORTATION, STORAGE AND WAREHOUSING 203-211 Introduction 205 Transportation 205 Storage 207 Warehousing 209 Questions for Practice 211 19 NEW TRENDS IN INDIAN AGRICULTURE 213-222 Introduction 215 APEDA 216 NAFED 218 MARKFED 218 HPMC 219 Food Processing and Value Addition 220 Questions for Practice 222 20 DEFECTS IN AGRICULTURAL MARKETING AND LINES OF IMPROVEMENT 223-231 Introduction 225 Defects in Agricultural Marketing 225 Lines of Improvement 228 Questions for Practice 231 PART IV CASE STUDIES FOR EXERCISE233-272 Prince of Tractors 236 BijleeGiri 239 HLL: Aiming Higher 241 Classic Mushrooms 242 Mahagrapes: The Foreign Foray 245 Kisan Smart? 248 Nutrine: Leading the Rural Market 251 Rural Chikitsa 253 Tata Tea Ltd. 255 Vanilla Cultivation i257 The Amway Way 260 Being Chic Forever 263 The Herbal Mix 267 The Big Apple Goes Rural 268 To Contract or Not To Contract 271 REFERENCES 273