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LEARNING OUTCOMES: After studying this unit, you should be able to:  Explain the nature of marketing  Explain the concept of exchange  Explain the gaps between consumption and production  Explain marketing activities  Define markets  Explain retailing in South Africa

LEARNING OUTCOMES: After studying this unit you should be able to explain:  The marketing process  The marketing function of the business  The management task in marketing  Marketing challenges that lie ahead

LEARNING OUTCOMES: After studying this unit you will be able to explain:  Orientation to markets  Production orientation  Sales orientation  Marketing orientation (pure marketing concept)  Societal marketing orientation  Relationship marketing

LEARNING OUTCOMES After studying this unit you should be able to: Analyse, step by step, the decision making process and indicate what happens after a product or service has been purchased. Indicate how buyers take decisions in the industrial purchasing process. Explain how consumer buyer behaviour differs from business buying behaviour.

LEARNING OUTCOMES Learners should be able to: Explain the composition and functioning of the marketing environment Illustrate the effect of the microenvironment on an organisation Illustrate the effect of the market environment on an organisation Illustrate the effect of the macro-environment of an organisation Conduct a SWOT analysis for an organisation

LEARNING OUTCOMES Learners should be able to: Explain the information needed by marketing management in order to make effective decisions. Explain the components of a marketing information system and the interaction between these components. Illustrate the use of marketing research Explain the meaning of market potential sales forecasting and the methods to carry these out

LEARNING OUTCOMES After studying this chapter you should be able to: Explain how changes in the international and economic environments affect marketing decisions. Identify the major trends in the firm’s natural/physical and technological environments. Explain the key change in the political and cultural environments. Identify social change in the environment

LEARNING OUTCOMES After studying this unit you should be able to: Illustrate the different types of purchase decision Illustrate the influence of the individual factors influencing consumer buying decisions Illustrate the group factors influencing consumer buying decisions Illustrate the steps in the decision making process Explain the factors influencing business buying behavior

LEARNING OUTCOMES After studying this unit you should be able to identify the following: Market potential and sales forecasting Market and sales potential Market and sales forecasting

LEARNING OBJECTIVES After completing this study unit you should be able to: Explain the importance of information to the company and its understanding of the market place. Outline the steps in the marketing research process.