Oftentimes, our marketing texts are designed in such a way that is more beneficial to be practiced by big corporations than to be practiced by Mr. “Kalimuddin”, an imaginary farmer of my mind. We teach how to differentiate, how to appeal to customers’ minds, designing products, effective pricing, appealing communication, launching super-hit activation, designing effective distribution etc. While these skills are required as a basic ground of expertise for any type of marketing effort, it is also important that we should not forget the most important people at the bottom line of the economy: our rural producers.
It appears that, we are more interested in Rural Marketing (marketing products to rural people) than Agricultural Marketing (marketing agro-products from rural to other people). It does not mean that Rural Marketing should be ignored, rather it means that a marketing orientation and academic emphasis should be there on how this “marketing” skill can help rural producers to effectively get into the process of value creation and enhance their standard of life. Currently, it seems that we are imparting marketing knowledge and skills for an extremely narrowed group of professionals who are more connected to the broader multinational objective of profit making and less to the common economic causes of people at the bottom line. What a poor connection between our education and society!