Cases in Rural Marketing

CHAPTER 2

Marketing Decisions and Models

As Paul Mazur very rightly described “Marketing’s role is delivery of standard of living to people in the society”. A simple marketing system may be as shown in Figure 2.1.

Fig. 2.1 A Simple Marketing System

TASKS AND GOALS

Marketing is essentially demand management. The task of marketer is to proact and react to the different demand situations. (Table 2.1)

 

Table 2.1 Types of Marketing

Situation	Types of Marketing
Latent demand	Creative marketing
Unwholesome demand	Demarketing, Social marketing
Negative demand	Conversion marketing
No demand	Stimulational marketing
Regular demand	Aggressive ...