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Journal ArticleDOI

Conceptual Expansion of the Discipline of Rural Marketing: An Objective Analysis:

TL;DR: The authors analyzed the variations in rural marketing concepts and offered definitions relating to these varying concepts, however, there seems to be a general disagreement regarding the aspe pepe... and there is no agreement on the general definition of rural marketing.
Abstract: Researchers have analyzed the variations in rural marketing concepts and offered definitions relating to these varying concepts. However, there seems to be a general disagreement regarding the aspe...
Citations
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Journal ArticleDOI
TL;DR: Prahlad et al. as mentioned in this paper studied the changing scenario of Indian rural markets and implies some suggestions in improving the marketing strategy in rural selling and market promotion, with strategies framed by deeply considering the dynamic rural buying behaviour.
Abstract: Around the world, four billion people live in poverty. And marketing firms are still struggling to turn them into customers. For the past decade, business visionaries have argued that these people, dubbed the “Base of the Pyramid”, make up an enormous, untapped market. Some of the world's biggest, savviest corporations have aimed to address their basic needs — by selling them everything from clean water to electricity and from FMCG to consumer durables. “Improving the lives of billions of people at the bottom of the economic pyramid is a noble endeavour. It can also be a lucrative one.” C.K. Prahlad. The paper studies the changing scenario of Indian rural markets and implies some suggestions in improving the marketing strategy in rural selling and market promotion. An improved marketing mix is the call of hour, with strategies framed by deeply considering the dynamic rural buying behaviour. This is in context of Indian rural market which is stands tall due to its cultural diversity. This throws an open ground challenge to the marketers in a country with multi-cultural, multi-lingual varsity. This paper is an attempt to provide some mettle solutions to these challenges as it studies and follows some successful rural marketing strategies of modern times. This is particular in context of rural sales strategies rural promotion mix.

17 citations

Journal Article
TL;DR: In this article, the authors discuss the rural marketing and its strategies and also focus on opportunities and challenges in rural marketing, where the focus needs to be paid to market research that goes on to reduce the uncertainly in dealing with these markets.
Abstract: Rural markets offer a great scope for a concentrated marketing effort because of the recent increase in the rural incomes and the likelihood that such incomes will increase faster because of better production and higher prices for agricultural commodities. Rural Marketing is a developing concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach promise a bright future for those intending to go rural. Any macro-level strategy for these markets should focus on availability, accessibility and affordability. Focused attention needs to be paid to market research that goes on to reduce the uncertainly in dealing with these markets. More specifically, in relation to rural areas, demand is seen to a very highly price elastic. There is no doubt that divides do exist between urban India and rural India. This paper discuss the rural marketing and its strategies and also focus on opportunities and challenges in rural marketing.

15 citations

Journal Article
TL;DR: Krishnamacharyulu et al. as discussed by the authors focused on all the important components of rural marketing such as opportunities in rural marketing, understanding the rural economy, consumer behavior, selecting and attracting markets, understanding on strategic approach on marketing-mix 4P's, marketing of consumer products, agri-products, rural industry products and social marketing in rural society.
Abstract: The book provides specific reasons for the growing importance of rural markets and defines some key relevant concepts. It focuses on all the important components of rural marketing such as opportunities in rural marketing, understanding the rural economy, consumer behavior, selecting and attracting markets, understanding on strategic approach on marketing-mix 4P's, marketing of consumer products, agri-products, rural industry products and social marketing in rural society. The book holds various strategic and managerial implications for marketers, and researchers engaged/interested in India's vast rural market. The book is divided into six parts, which encompasses eighteen chapters to elaborate all such details. Book: Rural Marketing: Text and Cases Author(s): C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan Publisher: Pearson Education Edition: Second ISBN: 978-81-317-3263-2 Price: INR 399.00 Pages: 608 pages Binding: Paperback

11 citations

Journal Article
TL;DR: In this paper, the authors have pointed out that marketers in India have not been able to tap the existing opportunities in rural market which is well reflected in the penetration figures across the various product categories.
Abstract: Marketers in India have not been able to tap the existing opportunities in rural market which is well reflected in the penetration figures across the various product categories.

3 citations

Journal ArticleDOI
TL;DR: The Census of Distribution (Census of Distribution) as mentioned in this paper was the first work of its kind ever undertaken on a comprehensive basis in any country, and it has been widely used in the field of marketing.
Abstract: The Census of Distribution taken in the United States in the year 1930 was the first work of its kind ever undertaken on a comprehensive basis in any country. The State of Massachusetts and some foreign nations gathered data on distribution at an earlier time, but no country or state has previously covered this field in such manner as to set any precedent or give any guidance in this new branch of census-taking. This new Census has, accordingly, presented entirely novel problems concerning scope, points of view to be left in the foreground and bases of analysis, as well as many new technical questions of greater or less magnitude. It has also resulted in supplying a new body of data in a vitally important department of our national economic life. The scope of this Census has embraced practically the entire field of merchandise operations, but it does not include transportation, banking, and the professional services. It starts with the selling operations of mines, quarries and factories and the assemblers of farm products and carries the marketing through all merchandising functions to the industrial, commercial, farm and household consumers. Thus it presents a comprehensive chart or picture of the marketing machine and its operations and fills in this neglected gap in our economic structure. Two major types of information have been desired in the field of marketing which might possibly have resulted from the Census of Distribution. The information of greatest popular appeal would consist of comprehensive data relative to the movement of commodities through each stage of development and through each marketing center. The other consists of systematized facts relative to the mechanism and facilities of the marketing system. The former is the more difficult to gather (owing to the lack of records kept by the dealers themselves) and to present in statistical form in such manner that it can be understood and put to practical use. The latter is less difficult to obtain and to present. It has been possible for the Bureau of the Census to secure such information from the merchants to a degree to which it would not be possible to obtain the data pertaining to the specific movement of commodities. In the long run this information is the more fundamental and more far-reaching in its usefulness. Such information is of great importance not only to economists, sales managers and advertising agents, but to wholesalers, retailers, and every other group interested and involved in distribution. Accordingly, the Census of Distribution is primarily a systematic

2 citations

References
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Book
01 Jan 1980
TL;DR: History Conceptual Foundations Uses and Kinds of Inference The Logic of Content Analysis Designs Unitizing Sampling Recording Data Languages Constructs for Inference Analytical Techniques The Use of Computers Reliability Validity A Practical Guide
Abstract: History Conceptual Foundations Uses and Kinds of Inference The Logic of Content Analysis Designs Unitizing Sampling Recording Data Languages Constructs for Inference Analytical Techniques The Use of Computers Reliability Validity A Practical Guide

25,749 citations


"Conceptual Expansion of the Discipl..." refers methods in this paper

  • ...Content analysis is a research method for making replicable and valid conclusions with respect to the associations among terms that are present in texts (Krippendorff, 1980)....

    [...]

Book
01 Jan 1973
TL;DR: In this article, a thoroughly revised edition presents important methods in the quantitative analysis of geologic data, such as probability, nonparametric statistics, and Fourier analysis, as well as data analysis methods such as the semivariogram and the process of kriging.
Abstract: From the Publisher: This thoroughly revised edition presents important methods in the quantitative analysis of geologic data. Retains the basic arrangement of the previous edition but expands sections on probability, nonparametric statistics, and Fourier analysis. Contains revised coverage of eigenvalues and eigenvectors, and new coverage of data analysis methods, such as the semivariogram and the process of kriging.

5,956 citations

Journal ArticleDOI

4,620 citations


"Conceptual Expansion of the Discipl..." refers background in this paper

  • ...Principal components analysis is a procedure for finding hypothetical variables (components) which account for as much of the variance in your multidimensional data as possible (Davis, 1986; Harper, 1999)....

    [...]

Book
05 Aug 2004
TL;DR: The Bottom of the Pyramid (BOP) market as discussed by the authors is the most exciting, fastest-growing new market in the world and it's where people least expect it: at the bottom of the pyramid.
Abstract: The world's most exciting, fastest-growing new market? It's where you least expect it: at the bottom of the pyramid. Collectively, the world's billions of poor people have immense entrepreneurial capabilities and buying power. You can learn how to serve them and help millions of the world's poorest people escape poverty.It is being done-profitably. Whether you're a business leader or an anti-poverty activist, business guru Prahalad shows why you can't afford to ignore "Bottom of the Pyramid" (BOP) markets.In the book and accompanying CD videos, Prahalad presents...Why what you know about BOP markets is wrong A world of surprises-from spending patterns to distribution and marketingUnlocking the "poverty penalty"The most enduring contributions your company can make Delivering dignity, empowerment, and choice-not just productsCorporations and BOP entrepreneurs Profiting together from an inclusive new capitalism "C. K. Prahalad argues that companies must revolutionize how they dobusiness in developing countries if both sides of that economic equation areto prosper. Drawing on a wealth of case studies, his compelling new bookoffers an intriguing blueprint for how to fight poverty with profitability." Bill Gates, Chairman and Chief Software Architect,Microsoft "The Bottom of the Pyramid belongs at the top of the reading list forbusiness people, academics, and experts pursuing the elusive goal ofsustainable growth in the developing world. C. K. Prahalad writes withuncommon insight about consumer needs in poor societies andopportunities for the private sector to serve important public purposes whileenhancing its own bottom line. If you are looking for fresh thinking aboutemerging markets, your search is ended. This is the book for you." Madeleine K. Albright, Former U.S. Secretary of State "Prahalad challenges readers to re-evaluate their pre-conceived notionsabout the commercial opportunities in serving the relatively poor nations ofthe world. The Bottom of the Pyramid highlights the way to commercialsuccess and societal improvement--but only if the developed worldreconceives the way it delivers products and services to the developingworld." Christopher Rodrigues, CEO, Visa International "An important and insightful work showing persuasively how the privatesector can be put at the center of development, not just as a rhetoricalflourish but as a real engine of jobs and services for the poor." Mark Malloch Brown, Administrator, United Nations Development Programme

2,932 citations

Book
01 Jan 2014
TL;DR: The Future of Competition (HBS B O O K R E V I E W S) as discussed by the authors is a very human record of the journey made not only by Prahalad, his colleagues, students, and colleagues at the University of Michigan and elsewhere, but also by the poor whose stories represent the case material included in Parts II and III of this exemplary volume.
Abstract: What, if anything, can capitalism do for the poorest people in the world? Or, are the poor by definition to be excluded from the ambit of the free enterprise system? Can there be such a thing as ‘inclusive capitalism?’ It is in an attempt to answer questions such as these that C K Prahalad began to wonder if there were other solutions (than those that had already been attempted by both governmental and non-governmental bodies) to the persistence of poverty in the modern world. When Prahalad began to work on this problem in 1996, it appeared that poverty was here to stay and that it could, at best, be alleviated by aid agencies. These interventions, however, ran the risk of depriving the very poor of their dignity since they were often no more than subtle forms of alms giving. The only real, sustainable, long-term solution seemed to be ‘the idea of large-scale entrepreneurship,’ but this was easier said than done. When Prahalad and Stuart Hart began to pitch the idea that consumers who lived at the bottom of the economic pyramid should be treated as ‘individuals’ who could be brought into the picture as ‘co-creators’ to solve their own economic problems, they were treated with disbelief by the academic community. The traditional idea that the poor will always be ‘wards of the state’ was hard to shake-off. The embryonic form of this book was a working paper by Prahalad and Hart in 1997. Though the paper did not immediately find a publisher, it managed to influence managers in several multinational firms to at least set up a venture fund to explore opportunities at the bottom of the pyramid (BOP). Prahalad later collaborated with Allen Hammond to take this idea further. So, by the time these ideas were published in influential academic journals in 2002, they had already made a mark. The discussion had moved from whether, in fact, there was a market at the bottom of the pyramid to how firms could get there. This book is a very human record of the journey made not only by Prahalad, his colleagues, students, and fellow workers at the University of Michigan and elsewhere, but, more importantly, by the poor whose stories represent the case material included in Parts II and III of this exemplary volume. Not only does the book begin with a theoretical framework, it also develops ideas that Prahalad and Venkat Ramaswamy had co-created in their book, The Future of Competition (HBS B O O K R E V I E W S

2,535 citations