NOVEMBER 2021 77427/PMF20

Time : Three hours Maximum : 75 marks

PART A — (10 × 1 = 10 marks)

Answer any TEN questions.

1. Define Rural Marketing.

2. Why is it important to understand rural

customers?

3. What is rural market segmentation?

4. How ‘culture’ influences rural buyers?

5. State the objectives of pricing.

6. What is value pricing?

7. List the factors to be considered in selecting a

distribution channel for rural market.

8. Identify the challenges in rural distribution.

9. What do you mean by rural retail outlet?

10. Write a note on rural environment.

11. What does Godrej Agrovet do?

12. Identify the importance of hiring salesmen in

rural marketing.

PART B — (5 × 5 = 25 marks)

Answer any FIVE questions.

13. Sketch the evolution of Rural Marketing.

14. Identify the reasons for the slow down of growth in

rural areas.

15. Explain how stimuli are crated by external

environmental variables among rural consumers.

16. What makes rural market more attractive in

India? Explain.

17. How do you design products for rural customer?

18. Evaluate the sales potential at weekly haats.

19. Discuss the methods employed for selecting rural

salesmen.

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 PART C — (4 × 10 = 40 marks)
Answer Q. No. 20 Compulsory and answer any THREE
questions from Q. No. 21 to 24.

20. “To protect brand identity, a marketer has to

depend on semiotics and mnemonics. In the rural
context, the information of these signs and
symbols becomes the deciding factor to build the
brand value and image. Semiotics primarily works
best for products that have low-involvement at the
time of purchase and have frequent usage. Though
the signs and symbols help identify products, they
may not always succeed in making the consumer
remember the product”. Critically examine the
above statement and discuss the ways to establish
brand identity.

21. Discuss the purchase process of rural buyers in

case of the following products
(a) Smart phones (b) Motorbikes.

22. Discuss in detail about the success story of project

sakti.

23. Assess the effectiveness of mass media in rural

areas.

24. Elaborate the problems associated in rural

distribution. List the five levels of channel
distribution used by Indian companies.

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