,© 2018 University of South Africa
All rights reserved
Printed and published by the
University of South Africa
Muckleneuk, Pretoria
MNM1601/1/2019–2021
70702071
Indesign
All images used from Shutterstock.com
,CONTENTS
Page
LEARNING UNIT 1: THE NATURE OF MARKETING 1
1.1 WHAT IS MARKETING? 3
1.2 MARKETING GAPS 4
1.3 MARKETING ACTIVITIES 5
1.4 MARKETING ORIENTATIONS 6
1.5 THE MARKETING CONCEPT 7
1.6 MARKETING PROCESS 9
LEARNING UNIT 2: THE MARKETING ENVIRONMENT 12
2.1 COMPONENTS OF THE MARKETING ENVIRONMENT 14
2.2 THE MICRO-ENVIRONMENT 15
2.3 THE MARKET ENVIRONMENT 15
2.4 THE MACRO-ENVIRONMENT 16
2.5 SWOT ANALYSIS AND ENVIRONMENTAL SCANNING 17
LEARNING UNIT 3: MARKETING INFORMATION AND RESEARCH 20
3.1 INFORMATION NEEDS 22
3.2 MARKETING INFORMATION SYSTEMS (MIS) 22
3.3 THE NATURE OF MARKETING RESEARCH 23
3.4 THE MARKETING RESEARCH PROCESS 23
LEARNING UNIT 4: CONSUMER BEHAVIOUR 34
4.1 INDIVIDUAL FACTORS 36
4.2 GROUP FACTORS 36
4.3 CONSUMER DECISION-MAKING PROCESS 37
4.4 ADOPTION OF NEW PRODUCTS 38
LEARNING UNIT 5: SEGMENTING AND TARGETING MARKETS 41
5.1 SEGMENTATION, TARGETING AND POSITIONING 43
5.2 SEGMENTATION 43
5.3 BASES OF SEGMENTATION 44
5.4 SELECTING POTENTIAL TARGET MARKETS 45
5.5 TARGET MARKETING APPROACHES 45
LEARNING UNIT 6: POSITIONING THE BUSINESS AND PRODUCTS 48
6.1 WHAT IS POSITIONING? 50
6.2 PRODUCT POSITIONING MAPS 50
6.3 THE POSITIONING PROCESS 51
6.4 POSITIONING METHODS 52
6.5 POSITIONING ERRORS 52
6.6 REPOSITIONING STRATEGIES 53
LEARNING UNIT 7: PRODUCT DECISIONS 55
7.1 LAYERS OF THE PRODUCT 57
7.2 CLASSIFYING PRODUCTS 58
(iii) MNM1601/1/2019–2021
, 7.3 PRODUCT AND BRAND DECISIONS 59
7.4 PACKAGING 62
LEARNING UNIT 8: PRICE DECISIONS 66
8.1 THE BASICS OF PRICING 68
8.2 PRICE SETTING 68
8.3 FACTORS THAT AFFECT PRICING 69
8.4 PRICING GOALS 72
8.5 BASIC PRICING STRATEGIES 72
LEARNING UNIT 9: DISTRIBUTION DECISIONS 75
9.1 TYPES OF CHANNEL PARTICIPANTS 77
9.2 CHANNEL DESIGN 77
9.3 CHANNEL ACTIVITIES 79
9.4 CHANNEL MANAGEMENT 79
9.5 PHYSICAL DISTRIBUTION 81
LEARNING UNIT 10: PROMOTION DECISION 84
10.1 INTEGRATED MARKETING COMMUNICATION (IMC) 86
10.2 MARKETING COMMUNICATION MIX 86
10.3 PLANNING THE MARKETING COMMUNICATION CAMPAIGN 89
(iv)
All rights reserved
Printed and published by the
University of South Africa
Muckleneuk, Pretoria
MNM1601/1/2019–2021
70702071
Indesign
All images used from Shutterstock.com
,CONTENTS
Page
LEARNING UNIT 1: THE NATURE OF MARKETING 1
1.1 WHAT IS MARKETING? 3
1.2 MARKETING GAPS 4
1.3 MARKETING ACTIVITIES 5
1.4 MARKETING ORIENTATIONS 6
1.5 THE MARKETING CONCEPT 7
1.6 MARKETING PROCESS 9
LEARNING UNIT 2: THE MARKETING ENVIRONMENT 12
2.1 COMPONENTS OF THE MARKETING ENVIRONMENT 14
2.2 THE MICRO-ENVIRONMENT 15
2.3 THE MARKET ENVIRONMENT 15
2.4 THE MACRO-ENVIRONMENT 16
2.5 SWOT ANALYSIS AND ENVIRONMENTAL SCANNING 17
LEARNING UNIT 3: MARKETING INFORMATION AND RESEARCH 20
3.1 INFORMATION NEEDS 22
3.2 MARKETING INFORMATION SYSTEMS (MIS) 22
3.3 THE NATURE OF MARKETING RESEARCH 23
3.4 THE MARKETING RESEARCH PROCESS 23
LEARNING UNIT 4: CONSUMER BEHAVIOUR 34
4.1 INDIVIDUAL FACTORS 36
4.2 GROUP FACTORS 36
4.3 CONSUMER DECISION-MAKING PROCESS 37
4.4 ADOPTION OF NEW PRODUCTS 38
LEARNING UNIT 5: SEGMENTING AND TARGETING MARKETS 41
5.1 SEGMENTATION, TARGETING AND POSITIONING 43
5.2 SEGMENTATION 43
5.3 BASES OF SEGMENTATION 44
5.4 SELECTING POTENTIAL TARGET MARKETS 45
5.5 TARGET MARKETING APPROACHES 45
LEARNING UNIT 6: POSITIONING THE BUSINESS AND PRODUCTS 48
6.1 WHAT IS POSITIONING? 50
6.2 PRODUCT POSITIONING MAPS 50
6.3 THE POSITIONING PROCESS 51
6.4 POSITIONING METHODS 52
6.5 POSITIONING ERRORS 52
6.6 REPOSITIONING STRATEGIES 53
LEARNING UNIT 7: PRODUCT DECISIONS 55
7.1 LAYERS OF THE PRODUCT 57
7.2 CLASSIFYING PRODUCTS 58
(iii) MNM1601/1/2019–2021
, 7.3 PRODUCT AND BRAND DECISIONS 59
7.4 PACKAGING 62
LEARNING UNIT 8: PRICE DECISIONS 66
8.1 THE BASICS OF PRICING 68
8.2 PRICE SETTING 68
8.3 FACTORS THAT AFFECT PRICING 69
8.4 PRICING GOALS 72
8.5 BASIC PRICING STRATEGIES 72
LEARNING UNIT 9: DISTRIBUTION DECISIONS 75
9.1 TYPES OF CHANNEL PARTICIPANTS 77
9.2 CHANNEL DESIGN 77
9.3 CHANNEL ACTIVITIES 79
9.4 CHANNEL MANAGEMENT 79
9.5 PHYSICAL DISTRIBUTION 81
LEARNING UNIT 10: PROMOTION DECISION 84
10.1 INTEGRATED MARKETING COMMUNICATION (IMC) 86
10.2 MARKETING COMMUNICATION MIX 86
10.3 PLANNING THE MARKETING COMMUNICATION CAMPAIGN 89
(iv)
