Dibrugarh University Question Papers: Rural Marketing (May' 2018)

2018 (May)
COMMERCE (Specialty)
Course: 603 (Rural Marketing)
Time: 3 hours
The figures in the margin indicate full marks for the questions
(New Course)
Full Marks: 80
Pass Marks: 24
1. Answer the following as directed:              1x8=8
a)      The density of population in rural markets is high/low. (Choose the correct answer)
b)      State one of the major problems faced by rural marketers.
c)       Write the full form of EOUs.
d)      Mention one of the Rural Development Programmes (RDPs) of the Government of India.
e)      Market Segmentation is a process of defining and breaking heterogeneous market into ______ sub-markets or segments.    (Fill in the blank)
f)       Labeling refers to designing the _____ and putting it on the package.    (Fill in the blank)
g)      Name the non-paid form of communication of information about the products.
h)      Trade Fairs and Exhibitions provide an important avenue of sales promotion to the rural marketers.  (Write True or False)
2. Write short notes on any four of the following:          4x4=16

a)      Dynamics in rural marketing
b)      Rural communication system
c)       Importance of Product Planning in rural marketing
d)      Occupational pattern of rural people
e)      Logistic decisions in rural marketing
3. (a) Define the term ‘Rural Marketing’. Discuss the importance of the study of rural marketing.      4+10=14
(b) Discuss the challenges faced by rural marketers.      14
4. (a) Discuss the rural marketing environment.       14
(b) Explain the impact of geographical and socio-cultural factors on rural marketing operations.    7+7=14
5. (a) What do you know about rural market segmentation? Explain the prerequisites for effective rural market segmentation.            4+10=14
(b) Briefly explain the different bases for market segmentation. What will be the suitable base for the marketing of mineral water in rural market? Explain.                7+7=14
6. (a) What is meant by marketing strategy? Explain the distribution strategies to reach out effectively into rural markets.      4+10=14
(b) Discuss the different stages in Product Planning process for rural market.        14
(Old Course)
Full Marks: 80
Pass Marks: 32
1. Answer the following questions as directed:
a)      ______ is the main occupation in the rural economy.   (Fill in the blank)       1
b)      In marketing, Channels of Distribution indicate the routes or pathways through which goods and services flow from ______ to ______.    (Fill in the blank)    2
c)       Name the function involved in physical movement of goods from one place to another place.           1
d)      Personal selling is a process of assisting or buyer to buy a product in a face-to-face situation.    (Write True or False)            1
e)      State one of the differences between rural market and urban market.              1
f)       The scope of marketing and selling are same.   (Write True or False)            1
g)      Write the full form of ‘KVIC’.            1
2. Write short notes on any four of the following:            4x4=16
a)      Scope of rural marketing
b)      Rural credit institutions
c)       Prerequisites for effective segmentation
d)      Distribution channels in rural market
e)      Cooperative marketing
3. (a) Explain the meaning and significance of ‘Rural Marketing’.         4+8=12
(b) Discuss briefly the evolution and development of rural marketing in India.            6+6=12
4. (a) Discuss briefly the various rural marketing environmental forces.        11
(b) Explain the impact of economic and socio-cultural environment on rural marketing management.    5.5+5.5=11
5. (a) Discuss the importance of market segmentation in developing a rural marketing strategy.       11
(b) Explain the various methods of segmenting the markets.      11
6. (a) What is a ‘Product’? Explain the significance of Product Planning in rural market.              3+8=11
(b) What factors will you consider in selecting a suitable distribution channel for rural market? Discuss.          11
7. (a) Explain the role of pricing in rural marketing.              11
(b) What is meant by ‘Agricultural Marketing’? Explain its objectives.          3+8=11

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