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RURAL MARKETING
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Pricing in Rural India
Price is a major element in the marketing mix. It is defined as the exchange value of a
product or service, and is the amount of money needed to acquire a product or ser-
vice. Price is of fundamental importance as it is the only marketing-mix element that
actually generates income. Pricing is an important strategic issue since it is related to
product positioning. Further, it affects other marketing-mix elements such as product
attributes, distribution channels, and promotion strategies.
The right price influences the quantities of various products or services that con-
sumers will buy, ...
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