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Marketing N4

MMN4

Contents

Module 1

The Fundamentals of Marketing

Page 1

Unit 1.1

Nature of Marketing

2

Unit 1.2

The Evolution of Marketing Thought

8

Unit 1.3

The Marketing Concept

12

Unit 1.4

The Broadening Concept of Marketing

20

Unit 1.5

The Marketing Mix

23

Unit 1.6

The Functions of Marketing

29

Unit 1.7

The Marketing (planning) Process

37

Unit 1.8

The Marketing Cycle

45

 

Summary

45

 

Summative assessment

47

     

Module 2

Marketing Environment

Page 54

Unit 2.1

Marketing Management and the Marketing Environment

55

Unit 2.2

Micro Marketing Environment (Internal Environment)

58

Unit 2.3

Market Environment (Direct External Environment)

60

Unit 2.4

Macro Marketing Environment (Indirect External Environment)

65

Unit 2.5

Management of the Marketing Environment

72

 

Summary

73

 

Summative assessment

77

     

Module 3

The South African Consumer Market

Page 81

Unit 3.1

Defining the Market as a concept

83

Unit 3.2

The Nature of the Consumer Market

87

Unit 3.3

Consumer Behaviour

91

 

Individual Factors Determining Consumer Behaviour

92

 

Group or Socio-cultural Factors

94

 

Economic Factors

98

Unit 3.4

A Model for Consumer Behaviour

100

 

Consumer decision making process (purchasing process)

100

 

Acceptance of products by consumers

106

 

Groups of acceptance

107

Unit 3.5

Consumerism

110

 

Consumerism in South Africa (Consumer Protection Act)

112

 

Summary

118

 

Summative assessment

121

     

Module 4

Marketing Segmentation and Positioning

Page 128

Unit 4.1

Mass Marketing (Market Aggregation)

129

Unit 4.2

Market Segmentation

133

 

Ways in which a market can be segmented

136

 

Geography (Geographical Segmentation)

137

 

Demography (Demographic Segmentation)

140

 

Psychographical (Psychographical Segmentation)

145

 

Behavioural Segmentation

153

 

The Segmentation Process

161

 

Steps in Market Segmentation Process

162

 

Approaches to Market Segmentation

168

Unit 4.3

Choice of Target Market (Definition of a Target Market)

174

Unit 4.4

Product Positioning

178

Unit 4.5

Product Differentiation

183

 

Methods of differentiating products and services

184

 

Summary

187

 

Summative assessment

188

     

Module 5

Marketing Information and Research

Page 197

Unit 5.1

The Necessity of Marketing Information

198

 

A Marketing Information System

198

Unit 5.2

Marketing Research

204

 

Area in which Marketing Research can be applied

207

 

Summary

212

 

Summative assessment

213

Quotes and Orders