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RURAL
MARKETING
Realities
of Rural Market Segmentation
- - B Shivaraj and TP Mohan Kumar
There
are a number of myths and realities regarding the immense
potential of the Indian rural market. There is no doubt that
the rural market presents a huge untapped opportunity for
marketer as nearly 70% of the population lives in rural India.
However, marketers need to explore growth indicators and key
strategic tools for successful exploitation of this untapped
market. The article focuses on segmentation, targeting and
positioning strategies for rural markets with some success
stories of MNCs in the background.
©
2006 IUP . All Rights Reserved
SERVICES
MARKETING
Services
Marketing Evolution: Some Concerns
- - Anand Agrawal and SumEet singh arora
The
services industry forms the backbone of the world economy,
yet studies and researches in this field have been limited
to just a few areas. Marketing practitioners have been facing
a number of challenges due to the absence of conceptual studies
on the evolution of services marketing. There is a need to
develop some fresh paradigms for services marketing, as s
now question the validity of the existing four paradigms of
servicesintangibility, heterogeneity, inseparability, and
perishability especially with the advances in technology.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGY
Market-driven
Organizations: Issues and Challenges
- - Pradip Kumar Mallik
Marketing
is undergoing a sea change. Marketers need to operate in a
borderless market domain at present because economic liberalization
has ushered in a new business environment that has a global
perspective. So, organizations are remodeling their existing
plans, objectives, strategies, structures and core competent
areasa subtle modification of all these is the need of the
hour to cope with the hyperactive and vicious environment.
The article makes an attempt to trace the major forces and
factors contributing to the radical change of business scenario
which affect business decisions in the end. A few strategic
measures, for organizations to handle these marketing challenges
firmly and effectively, are also provided.
©
2006 IUP . All Rights Reserved
MARKETING
STRATEGY
The
Third Place:The Amazing Story of Starbucks Brand
- - SN Mookherjee
When
a commodity is being positioned as a brand, it is normally
beset with much impossibility; but when this approach is saddled
with the primary consideration of ubiquity, it makes for a
winning combination. This article looks at the genesis and
growing presence of branded coffee-Starbucks.
©
2006 IUP . All Rights Reserved
CONSUMER
BEHAVIOUR
The
Mall Consumer of Chennai: A Profile and Perception Study
- - SN Soundara Rajan and Veena Yamini
The
Shopping Mall culture is here to stay and grow. People flock
to the malls for convenience, merchandise, and for enjoying
the shopping and entertainment experience. This article illustrates
the results of a survey that was conducted in two shopping
malls of Chennai-Spencer Plaza and Ispahani Centre-to study
the consumers' perception of shopping malls.
©
2006 IUP . All Rights Reserved
ADVERTISING
Virtual
Worlds:The Next Realm in Advertising?
- - Bill nissim
When
traditional methods of advertising start to taper or plateau,
new modes of marketing communication have to be devised. And
when these are coupled with an experience of the virtual world,
the results can be quite novel. The article examines such
novel advertising methods and the benefits thereof.
©
2006 Bill Nissim. All Rights Reserved.
COVER
STORY
BOP:
Marketing Insights
- - T Venkat ram Raj
The
corporate managers are seriously thinking whether they have
been catering to the whole market or there are segments that
are yet to be tapped. Bottom of the Pyramid (BOP) concept,
which was first put forward by CK Prahalad, has been attracting
the attention of marketers as a solution to the problem at
hand. The economic pyramid of the world contains more than
400 crores of population at the bottom part whose earnings
and spending per capita are less, but as a whole are much
larger than they are thought of. To market to this segment,
companies should devise unique and specifically tailored strategies
rather than applying the conventional ones; they need to search
for newer and better ways of serving the BOP consumers profitably.
Companies worldwide are now convinced that the BOP segment
is quite large and promises huge businesses in the years to
come.
©
2006 IUP . All Rights Reserved
BOOK
REVIEW
No
More Cold CallingTM: The Breakthrough System That Will Leave
Your Competition in the Dust
- - Joanne S Black
Most
sales people waste tremendous amounts of time cold calling
for new business despite the fact that it is an old, obsolete
sales technique that no longer gets results in today's "Information
Age" economy. The author, in this book, articulates a methodologyreferral
sellingfor the smooth transition to an alternative system
of doing business.
©
2006 Joanne S Black. All Rights Reserved. IUP holds the copyright for the review.
CASE
STUDY
Casas
Bahia : Marketing to the Poor
- - K Yamini Aparna Vivek gupta
Casas
Bahia is the largest retail chain store in Brazil. It was
one of the first companies to offer the highly successful
credit sales schemes in Brazil, mainly aimed at selling electronic
and other household products to the urban poor. The case highlights
the marketing strategies of Casas Bahia and explains how the
company was able to unlock the enormous purchasing power of
Brazil's low-income working class by providing them credit
finance schemes, wherein the customers could purchase branded
consumer goods in easy installments.
©
2005 ICMR. All
Rights Reserved. For accessing and procuring the case study,
log on to www.ecch.cranfield.ac.uk or www.icmrindia.org | 
