Relationship is developed on social, economical and technical aspects. A unique company asset known as marketing network is developed through relationship marketing. A marketing network includes the organization and its stakeholders i.e. customers, suppliers, employees, retailers, and distributors etc. An organization tries to build mutually profitable business relationships. This helps the company to earn loyal customers. It is beneficial for the customers to maintain long term relationship with its customers. It is simple and an inexpensive job to make an additional sale to an existing customer rather than making a sale to a new customer. Benefits of relationship marketing are loyal customers, repeat purchases, goodwill, low promotional cost for the organization etc.

There are three main elements of relationship marketing:

Identifying and building marketing databases of potential and present customers: Customer database is very important element in relationship marketing. It is a strategic asset for the manufacturers. Advertisers are required to use mass media to prospect the customers. After identifying the potential customers, advertisers maintain the database of their names and information on their lifestyles for future communication.

Deliver differentiated messages to targeted households: Advertisers develop ways of communication with the existing and potential users of their products.

Broadly rural marketing includes the marketing of agricultural products, rural industries products and services of various types. Village economy as a whole cannot be developed without effective and efficient rural marketing. There is no attention paid in the planning era for the development of rural marketing. Production and marketing are the two facets of a coin and marketing is an integral part of the economy. Rural marketing serves as the nerve centre of rural development activities.

Rural marketing is a two way marketing process. The system comprises of two things: marketing of products which flow to rural areas and the products which flow to urban areas from rural areas. Rural marketing basically means the flow of goods and services from urban to rural and flow of goods and services from rural to urban areas. It is also constitute of the marketing in the rural areas.

There are three factors that direct the rapid economic growth of any developing country:
Increasing food production and other major inputs of industry;

Increasing the income levels of middle and lower strata of the population and arrangement of basic infrastructure; and planning a national marketing system to increase the size of the national market. It will help to integrate the marketing systems with the needs and wants of the consumer with available resources.

Majority of population in lives in rural areas and they undertake agriculture as the mean to earn livelihood. So it is important to give major emphasis on agriculture sector. Most of the developing countries follow development strategies which revolve around urban areas where as they give priority to the technical advancement and improvement in the agricultural sector. In order to promote the marketing, increase of the productivity of the farm is imperative. It is also very important to bring innovations in marketing of agricultural products and design promoting strategies for marketing of the manufactured goods in the rural areas.

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