Retail And Rural Marketing

Syllabus

(BBA 504)

RETAIL & RURAL MARKETING

Unit-I: Retailing: Role, Relevance & Trends, characteristics of Retailing, The changing face of Retail Industry in India, Retail Market Segment: Market Segmentation, Targeting & Positioning, Kinds of Market and Dimensions of Segmentation.

Unit-II: Retailing Strategy: Location- Types, Importance and Determining Factors, Product and Merchandise Strategies, Retail Space

and Ambience Management Strategies, Retail Pricing & Promotion Strategies

Unit-III: Definition of Rural Marketing, Indian Rural Market, Environment: Population and its Locations, Occupation Pattern, Expenditure Pattern, Infrastructure Facilities. The Rural Consumer: Characteristics, Factors Influencing his Purchase Decision, Rural Demand: Nature, types of Requirements, Hierarchy of Markets and Rural Market Index, Problems in Rural Marketing.

Unit-IV: Marketing of Consumable Inputs and Durable Inputs: Marketing of Consumables and Durables: Composition of Products, Price, Distribution, Promotion, Product Redesign or Modification Needs. Rural Marketing Strategies: Rural Market Segmentation, Strategies on Product, price, Promotion and Distribution

Unit 1: Introduction to Retailing

Unit 2: Retailing Strategy

Unit 3: Introduction to Rural Marketing and its Environment

Unit 4: Marketing of Consumable Inputs and Durable Inputs

Model Papers