Rural Marketing as a Tool for National Development

People, in general, seem to maintain a rather elementary meaning of rural marketing. Although there exists certain common features of rural marketing, there does not exist as yet, a reliable published work on this concept. The methods of rural marketing are very different from marketing in urban areas. These differences have usually occurred for a variety of reasons especially (a) paying careful attention to the development of urban markets and (b) a development in the marketing sector in the urban areas would be more visible than what they might be in the rural areas.

However, rural marketing stands for developing a form of marketing suitable for the rural areas. In this process of marketing, the marketeers and promoters will be required to consider the rural prejudices of the inhabitants therein, including those of the women consumers too. These markets also lack infrastructures, goods on demand are often different from those of the urban markets and lack of facilities proves to be a hazard for the suppliers of products. Nevertheless, it has been maintained in this work that rural marketing can be developed when it becomes a policy issues.

There does not exist any precise definition of ‘development’. In view of the indispensability of an interpretation of this concept a degree of speculation seems to exist in a development process. This is the reason this chapter has been included in this work. No scholar has precisely defined ‘development’ and ‘developing’ countries. It is believed that indigenous people know best what would be most suitable for them for development of their country. However, any discussion of these topics becomes incomplete, controversial, etc. in the absence of any precise definition. This chapter is no exception to this although an attempt has been made to outline development.

This is an elementary and yet important chapter. In this chapter, the most important hindrances to rural development have been identified and how they usually hinder development has been explained. Various forms of bias that adversely affect a rural development process, namely, spatial bias, person bias, elite bias, male bias, user and adopter bias, and active present and living biases have also been briefly discussed.

In this chapter, the most important regulatory measures required for rural marketing and sales have been identified – why protection of consumers' interests should be maintained; why rural development is important; the role of Code of Conduct, particularly on Advertising and Marketing Communication Practice 2011, and the role of Codes, in general, but in particular, International Code of Advertising Practice 1986, the Code of Marketing Practice, the International Code of Sales Promotion 1987, etc. have received attention.

Briefly, sources of finance for rural development in developing countries have presented an almost insoluble problem. The Addis Ababa Action Agenda – Financing for Development, 2015 has received attention, Istanbul Declaration and Programme of Action, the Vienna Programme of Action for Landlocked Developing Countries for the Decade 2014–2024 have received attention. Some basic information on Microfinance at a rural level with special section in this chapter has been devoted to Professor Muhammad Yunus' work entitled ‘Banker to the Poor’.

This chapter has briefly discussed the problems of defining development and underdevelopment, and Gustavo Esteva's opinion that ‘underdevelopment’ was invented. The Proposal for Action of the First UN Development Decade (1960–70), Mr Robert S McNamara's view (President of the World Bank in the 1970s) on development, the Western World's Perception of Development, the |Nature of the UN Institution for Socio-Economic Development in Developing Countries, the role of International Trade and Development have been discussed in this chapter.

This chapter deals with the principal features of the International Code of Direct Selling 2013 prepared by the International Chamber of Commerce on Marketing and Advertising. Having identified the Basic Principles of Direct Selling and the Ideal Conduct towards Consumers, this Code also details the conduct which should be shown towards direct sellers; in addition to their responsibility to and in the event of any breach thereof, the responsibility to be discharged by the direct sellers. That is why this Code of Conduct provides for special training for familiarisation of the important provisions of this Code. This Code intends to achieve a number of objectives, namely (a) the importance of responsibility and good practice in direct selling in any jurisdiction; (b) to respect consumer preferences and privacy and the need for consumer protection – as the days of caveat emptor are over – the onus of consumer protection has been passed on to the sellers of products and services; and (c) direct selling should be done with social and professional responsibilities.

This chapter examines the ICC Advertising and Marketing Communications Code of 2018. The primary themes of this Code are advertising and marketing communications. This is a lengthy Code – in addition to an Introduction, it has been developed over four chapters and two annexes. The ‘technologically enhanced’ marketing communications seem to have prompted the International Chamber of Commerce to draft this Code of Conduct.

This Code emphasised the self-regulatory Codes of Conduct in the hope that self-regulatory codes of conduct should convince customers of their social responsibility. This Code also believes that high sense of social responsibility will achieve the principal purpose of it. This Code should be more useful if the member States take it seriously and implement its provisions in their own interests.

The protection and preservation of the environment, whether of an urban area or a rural area may not be disregarded. Most of the rural areas in the world lacks the knowledge on this issue. In so far as the developing countries are concerned, it has now become a societal problem mainly owing to the lack of public awareness in the rural areas of these countries. This chapter examines the principal causes of the lack of public awareness. The author also examines the correlation between poverty and deterioration of the environment and between industrialisation and deterioration of the environment, where possible. Both sophisticated and unsophisticated technology cause pollution. The other causes of pollution, industrial or otherwise have also been identified and explained. The relevant UN Resolution, namely, the Permanent Sovereignty over Natural Resources 1962, the Charter of Economic Rights and Duties of States 1974, the UN World Commission on Environment and Development: Our Common Future (The Brundtland Report) have also received attention. The 17 Sustainable Development Goals have been mentioned.

In the opinion of the author, almost all of the important and relevant documents have received attention in this chapter in order to create awareness of the problems in connection with the protection of the environment.