Marketing N4
Contents
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Module 1 |
The Fundamentals of Marketing |
Page 1 |
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Unit 1.1 |
Nature of Marketing |
2 |
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Unit 1.2 |
The Evolution of Marketing Thought |
8 |
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Unit 1.3 |
The Marketing Concept |
12 |
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Unit 1.4 |
The Broadening Concept of Marketing |
20 |
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Unit 1.5 |
The Marketing Mix |
23 |
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Unit 1.6 |
The Functions of Marketing |
29 |
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Unit 1.7 |
The Marketing (planning) Process |
37 |
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Unit 1.8 |
The Marketing Cycle |
45 |
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Summary |
45 |
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Summative assessment |
47 |
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Module 2 |
Marketing Environment |
Page 54 |
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Unit 2.1 |
Marketing Management and the Marketing Environment |
55 |
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Unit 2.2 |
Micro Marketing Environment (Internal Environment) |
58 |
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Unit 2.3 |
Market Environment (Direct External Environment) |
60 |
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Unit 2.4 |
Macro Marketing Environment (Indirect External Environment) |
65 |
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Unit 2.5 |
Management of the Marketing Environment |
72 |
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Summary |
73 |
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Summative assessment |
77 |
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Module 3 |
The South African Consumer Market |
Page 81 |
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Unit 3.1 |
Defining the Market as a concept |
83 |
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Unit 3.2 |
The Nature of the Consumer Market |
87 |
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Unit 3.3 |
Consumer Behaviour |
91 |
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Individual Factors Determining Consumer Behaviour |
92 |
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Group or Socio-cultural Factors |
94 |
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Economic Factors |
98 |
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Unit 3.4 |
A Model for Consumer Behaviour |
100 |
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Consumer decision making process (purchasing process) |
100 |
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Acceptance of products by consumers |
106 |
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Groups of acceptance |
107 |
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Unit 3.5 |
Consumerism |
110 |
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Consumerism in South Africa (Consumer Protection Act) |
112 |
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Summary |
118 |
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Summative assessment |
121 |
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Module 4 |
Marketing Segmentation and Positioning |
Page 128 |
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Unit 4.1 |
Mass Marketing (Market Aggregation) |
129 |
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Unit 4.2 |
Market Segmentation |
133 |
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Ways in which a market can be segmented |
136 |
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Geography (Geographical Segmentation) |
137 |
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Demography (Demographic Segmentation) |
140 |
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Psychographical (Psychographical Segmentation) |
145 |
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Behavioural Segmentation |
153 |
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The Segmentation Process |
161 |
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Steps in Market Segmentation Process |
162 |
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Approaches to Market Segmentation |
168 |
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Unit 4.3 |
Choice of Target Market (Definition of a Target Market) |
174 |
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Unit 4.4 |
Product Positioning |
178 |
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Unit 4.5 |
Product Differentiation |
183 |
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Methods of differentiating products and services |
184 |
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Summary |
187 |
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Summative assessment |
188 |
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Module 5 |
Marketing Information and Research |
Page 197 |
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Unit 5.1 |
The Necessity of Marketing Information |
198 |
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A Marketing Information System |
198 |
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Unit 5.2 |
Marketing Research |
204 |
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Area in which Marketing Research can be applied |
207 |
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Summary |
212 |
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Summative assessment |
213 |
