No open-access location is known for this record yet.
No open-access location is known for this record yet.
This chapter discusses the opportunities and challenges created because of the competition between products and services. It then examines a classification based on characteristics of service and the nature of rural markets to suggest a service marketing approach. The competition between services and products is in some ways the converse of what is observed in urban markets. In rural markets, some products are replacing services. The dispersed rural markets require developing approaches that differ by service contexts. Services that require people interface use local partners for delivery of the service. BRAC, a non-governmental organization (NGO), offers healthcare services through local women trained for rendering basic health services. Process innovations are observed in rural markets for services directed at objects. Piramal uses equipment that captures information and messages it to a central server to monitor the filtering of water in villages. Process innovations, application of technology, and partnership are present in services that are information based. The poor literacy levels and limited access to the internet, require the delivery of information services using people interface. Marketers design information services tailored to a small but growing number of rural consumers using the internet.
Loading…
Imported from OpenAlex (CC0) — nothing here is generated.