Cell-phones and the Short Message Service (SMS) have become an important part of people's lives, with significant implications for communication and information transmission. The SMS, based on its versatility as a personal and direct medium of communication, provides an excellent means of marketing and also a possible avenue to the Nelson Mandela Metropolitan University (NMMU) for marketing its programmes. However, the success of such mobile (SMS) marketing depends largely on its acceptance by high school learners. The objective of this study was to determine whether Port Elizabeth’s high school learners are likely to accept marketing messages of the NMMU via SMS. This objective was achieved with the relevant literature study and empirical study. The literature study provided an overview of mobile marketing, mobile advertising and a detailed discussion of the SMS as a marketing tool. The various factors that might influence cell-phone users’ acceptance of mobile marketing were also reviewed. The relevance of these factors to mobile (SMS) marketing was tested using a model developed by Bauer, Barnes, Reichardt and Neumann (2005: 186) as the basis. (ii) The empirical data were collected by means of a survey, and using a self-administered questionnaire. Based on a systematic sampling, 480 respondents from 17 feeder schools of the NMMU in Port Elizabeth were selected, 417 completed the questionnaire. The empirical findings showed that most Port Elizabeth’s high school learners owned a cell-phone, their most used form of SMS was text messaging and that they are keen to receive study information from the NMMU. The data of the current study did not fit the model proposed by Bauer et al (2005: 186, as shown in Figure 1.1), and also did not fit a modified model (see Figure 3.1). Hence, further analysis and manipulation of the data resulted in a more appropriate model (see Figure 5.7). The study proposes that, Port Elizabeth’s high school learners currently display some acceptance of mobile marketing. The NMMU can consider developing and using mobile (SMS) marketing for promoting its study programmes to high school learners, although it can still not be used as the major marketing instrument. It should be effective if used with push advertising, in conjunction with other media and through capitalizing on the influence of reference groups.

As the competition increase in the Higher Education industry, marketing departments of Higher Education Institutions view students as consumers and market their institutions. At the mean time, universities around the world encourage their international offices to increase the foreign student enrollments. This research investigates the factors influencing international students’ choice of enrolling at Higher Educational Institutions (HEI) via the internet: international students’ Internet use to facilitate information search and decision making. This survey of international students from Nelson Mandela Metropolitan University (NMMU) explored the Internet’s role in marketing international education. Based on this exploratory research, NMMU educational institutions gain insights of online customer service for successfully recruiting students. The results show that prospective overseas students do indeed use the internet. Overall evaluation of the factors influencing the use of the internet for enrolling at HEIs was determined by four factors: namely, perceived usefulness, consumer involvement, perceived ease of use and opinion leadership.

This study investigates the interface between financial and marketing management in South African businesses by investigating the financial and marketing-management processes. This process orientation highlighted important interactions between the two functions. A critical analysis of secondary resources produced a clear theoretical foundation on which the development of the proposed interface framework was based. The critical literature analysis indicates four steps in the financial management process, namely, financial analysis, financial decision-making, financial planning and financial control (independent variables) and five steps in the marketing management process, namely, understanding the marketplace as well as customer needs and wants, designing a customer-driven marketing strategy, constructing an integrated marketing programme, building profitable relationships and capturing value from customers in the form of profits and customer equity. These steps were used to derive a proposed theoretical framework that shows how the steps in the financial-management process relate to those in the marketing-management process. The framework also indicates the perceptions of managers on the interface between the two functions. The perceptions on the interface include aspects such as the level of communication between the two departments, the understanding of each other‟s function and the flow of information between the two departments. From this framework, the six hypotheses were formulated to test the proposed relationships. The focus of the study is on the interface between financial management and marketing management; therefore, the population of this study comprised of financial and marketing managers in South Africa. The primary data relating to the interface between financial management and marketing management was acquired by means of an on-line web-based survey. Descriptive statistics was used to present, analyse and interpret the results of the data analysis. Various inferential statistical techniques (T-tests and chi-squared tests) were employed to determine whether respondents‟ perceptions of the items in the measuring instrument differed as result of whether they were employed in the finance or marketing sections of the business. Correlations (Pearson Product Moment correlations) were calculated for the purpose of investigating the relationships between the financial and marketing management variables used in this study. Factor analysis showed that financial management consisted of four factors that corresponded with the steps in the process, and marketing management produced five factors that related to the steps in the marketing management process. Lastly, statistical tests (MANOVA) were conducted to determine whether the perceptions of respondents, with regard to the financial and marketing management variables, were influenced by selected demographic variables. The results of the empirical study indicated positive relationships between all the variables in the framework. The marketing management factors, namely, mix and profit, reported the lowest correlations compared to the financial management factors. It was also found that financial and marketing managers had different perceptions of the steps in the financial-management process but that they did not have different views of the steps in the marketing-management process. Furthermore, financial and marketing managers had different opinions about the long-term perspective of the business as well as conflicting views with regard to the flow of information from finance to marketing. Financial managers were of the opinion that marketing managers did not understand financial methods and procedures and were unable to specify their requirements to finance. The proposed framework could be seen as the start of marketing theory development on finance interaction as it showed that interface relationships could be further explored.

Exports have considerable effects on economic growth, employment and trade so it is crucial to understand the factors that are responsible for their variation. This study analyses the fundamental determinants of exports using annual South African data covering the period 1980 to 2006. It initially provides an overview of the South African export structure and export growth. A review of theoretical determinants is then specified. The study tests for stationarity and cointegration using the Johansen (1991, 1995) methodology. A vector error correction model is run to provide robust determinant variables on exports. The following variables which have been found to have a long run relationship with exports include: the domestic price of exports, real effective exchange rate, trade openness, foreign income and price of inputs (cost of production). The estimate of the speed of adjustment coefficient found in this study indicates that about 96% of the variation in exports from its equilibrium level is corrected within one year. The results that have emerged from this analysis corroborate the theoretical predictions and are also supported by previous researchers or studies.

M.Comm. / The goal of this study is to investigate the causes for conflict within the distribution channel currently used by a major manufacturer and exporter of steel products. This manufacturer is currently using six South African based agents. These agents are responsible for the marketing of the manufacturer's products in foreign markets. This channel of indirect exports was chosen due to the lack of a proper infra-structure within the export division of the manufacturer. Conflict between manufacturer and agents can cause foreign end-users to get a distorted image of the manufacturer and its products. Therefore it is necessary to investigate the causes for conflict. Plans can then be made to identify what can be done to switch a conflict situation to a situation of co-operation within the distribution channel. The first part of this study provides a theoretical framework, based on literature from many sources, on the different international distribution channels that are available. Special attention is given to indirect exports and the different forms that are available. Thereafter the causes of conflict and co-operation in the channel are discussed, as well as the different types of conflict and how to manage conflict. The second part of the study is practical, with interviews being held with the six agents to get their view on what causes conflict between them and the manufacturer. Thereafter the personnel of the manufacturer is interviewed to get their perception of the cause of conflict. The two different views are combined in order to make recommendations and conclusions regarding the causes of conflict within the distribution channel. The major cause of conflict in this channel is due to poor communication between the manufacturer and agents. This, problem can only be resolved if most of the information flow is computerised. This will ensure that 'information is reliable and on time. If this can be achieved, conflict situations can be switched to a situation of co-operation.

A dissertation submitted to the faculty of Commerce, law and Management, at the University of the Witwatersrand, Johannesburg, in fulfillment of the requirements of the Masters’ in Commerce degree in the School of Economic and Business Science - Marketing / The world is changing at a rapid pace and consumer demands are constantly evolving. Innovation is key for brands that aim to stay relevant in todays’ markets. The brand extension strategy is a key marketing tactic to achieve innovation and it has therefore become crucial to understand how marketers can leverage on the parent brand image to build brand extensions. The primary objective of the study was to investigate how brand extensions can leverage on the parent brand image in order to achieve a positive brand extension perception. This was investigated in accordance with specific brand building constructs. The study focused on a consumers’ perspective of the Clover Tropika brand within emerging economic areas. Various literature relating to the parent brand image, brand extensions, as well as the relationship between the two were explored. Literature shows that newly innovated products have a high failure rate should and in an event where they are successful, it is as a result of a brand extension created from an existing brand, where congruency between the two exists. The research was based on a quantitative approach which adopted convenience sampling at Mall intercepts. A total sample of 238 consumers responded to a self-administered questionnaire at Southgate and Maponya Mall which are located in the south west of Johannesburg. All respondents were above the age of 18 and consented to participate in the research by willingly placing their completed questionnaires in the box provided on the day. The data techniques used included Structural Equation Modelling (SEM) which had a core focus on Confirmatory Factor Analysis (CFA) which assisted in confirming the relationships proposed in the conceptual model. SEM also focused on path modelling to determine the causal relations. Nine out of the ten hypotheses proposed had a significant level of p<0.001 proving support for the proposed hypotheses. The research found that there is a significant relationship between brand awareness and brand attitudes, as this hypothesis had the highest path coefficient score. After the research was conducted. it was noted that high recall and recognition of the parent brand, accompanied by favorable attitudes, are key factors in leveraging on the parent brand image to build brand extensions. Moreover, brand extensions need to have high perceived fit in order to leverage extensively on the parent brand image. / NG (2020)

Despite considerable research that has focused on the attributes associated with evaluating and selecting advertising agencies, and an emerging body of literature emphasizing customer loyalty and retention, advertising agency-client investigations have often analysed these attributes in isolation. This created the need for models that represent the interrelated effects that engender retention and loyalty, especially for services, whereby evaluative as well as relational factors can influence buyer responses. Addressing this gap, this research developed and described the construct of buyer consideration sets to gain a better understanding of business relationships. This is with specific reference to advertising agency replacement considerations in the South African environment. This research contributes to the body of knowledge by providing a more complete, integrated view of customer retention and its determinants. A heuristic model was developed with consideration of theories that originate from the transactional cost theory, social exchange theory and economic and relational contract theories. This model was empirically tested using a mixed method approach. Data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. An important contribution of this study is the use of multi-item scales to measure and test retention. This research supports that retention is multidimensional and highlights the limitations of research that measure single factors related to retention. What started as a complex set of relationships has been defensibly and systematically simplified into a parsimonious model. This model postulates that retention is the result of a good working relationship between an advertiser and agency; service satisfaction; respect and support; clear terms of engagement; and conflict resolution. This work also offers insight into the nuances of each of these antecedents and offer new reliable scales for measurement of the items. In management practice, this model will provide advertisers with insights with regards to procurement decisions and supplier management. It can also provide valuable insight to agencies with regard to customer retention management. Findings of this study may also be extended to other high value professional service industries. / Business Management and Entrepreneurship / D. Com. (Business Management)

Submitted in fulfilment of the requirements for the degree of Master of Technology: Marketing, Durban University of Technology, Durban, South Africa, 2015. / The study was undertaken to establish to what extent the use of e-marketing has impacted on the Midlands Meander Association (MMA) members relationship with their customers and influenced their business performance (during the period August 2013 to January 2014). As stated in the literature review, the utilisation of technology and e-marketing are important areas of future research. The literature review incorporates various studies such as Mathfield (2000), Lourens (2007) and McLaren (2011) which focus on the MMA members and their customers. Moreover, the literature review includes a discussion of several definitions of e-marketing, while the importance of a number of e-marketing techniques was examined. The study was an empirical, descriptive investigation which applied a mixed methods approach. The study utilised three types of data collection methods: online survey, telephone interviews and the analysis of public domain documentation. The research found an extensive difference between how the various MMA members implemented e-marketing within their businesses. The research showed that e-marketing was not utilised or exploited by the majority of the MMA members to its full potential. Also, the study revealed the need for the MMA members to increase their utilisation of social media, search engine optimiser and complementary links to other websites in order to realise the advantages which may be gained. The study found that over half of the MMA members held a moderately positive perception of e-marketing and that the members’ ages might impact on their perceptions of e-marketing. The research suggested that the majority of the respondents recognised that their business performance had increased due to the use of e-marketing. Furthermore, the research found that two thirds of the MMA members acknowledged the importance of e-marketing to connect and build relationships with their customers. Finally, the research highlighted the need for future research to be undertaken to incorporate other tourism routes within South Africa in order to examine the use of e-marketing and its effect on both customer relationships and business performance.

In the light of the global competitive markets, firms are motivated to reduce costs and increase benefits derived from collaboration. As a result of this, customers reduce the number of suppliers and rather focus on establishing strategic relationships with fewer suppliers. Relationship marketing, which results in relationship value, is a fairly new concept which originated during the 1980s; as various academic authors have noted, this subject has not yet been fully explored. Value is a subjective concept, conceptualised as a trade-off between benefits and sacrifices, and can be multifaceted. Perceptions regarding value are relative to the competition. This research determined which relationship value constructs can be classified as antecedents and which of those are mediators within the South African automotive supply chain and if relationship value can lead towards retention. This research further determined what Tier 1 suppliers value most from their Tier 2 suppliers. This is important as it is crucial to retain business for Tier 2 suppliers who are usually of South African descent. The primary objective of the research was achieved, that is, to “develop a relationship value model for the South African automotive B2B supply chain”. The secondary objectives were also achieved, namely:  Objective 1: Determine RVM (relationship value model) constructs in the relationship between Tier 1 and Tier 2 suppliers.  Objective 2: Determine how trust and commitment relate to relationship value iii  Objective 3: Determine the antecedents for the perception of relationship value by Tier 1 suppliers.  Objective 4: Determine the relationship between relationship value and business retention. From this study, it is self evident that relationship quality is perceived as being more significant than the actual product in the South African automotive supply chain since it demands a high regard for quality in general. Added to this, Tier 2 suppliers should take cognisance of trust as being of utmost importance to establish relationship value, which in return results in business retention. With the introduction of sufficient relationship value strategies, Tier 2 suppliers should be enabled to mitigate competition based on pricing. Also, with added relationship value, Tier 2 suppliers could establish themselves in a desirable position in order to retain, and even expand, business prospects in the future. / Business Management / D.B.L.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: Lungisisa Indlela Village is a non-profit organisation in KwaZulu-Natal, South Africa. It provides holistic residential care for orphaned and vulnerable children in order to “rescue a child, restore a life, raise a leader and release a star”. The village can house 1 000 orphans and the model used is long-term cluster foster care where the children will get a sense of belonging in a homely environment, modelling an African village lifestyle. The houses are built in clusters, each with eight homes surrounding a communal play area. Each home has a fully-trained house mother who may bring two biological children, and will be given up to six children through the Department of Social Welfare. Within a family environment, they will receive unconditional love, spiritual discipleship, care and nurturing. The Lungisisa Indlela Village School is a registered independent school which comprises a play-school, pre-school, primary school and secondary school. Lungisisa Indlela Village is assisting others who have the same vision to build villages in Pretoria, Benoni, Kimberley, Grahamstown, East London and George. The vision of Lungisisa Indlela Village is to build thousands of villages across Africa in order to turn one of the continent’s biggest problems into the solution. The research focus is on the discipline of social marketing. More specifically, how Lungisisa Indlela Village makes use of the principles of social marketing in order to gain support from the community, government, corporate organisations and churches. A case study approach was followed, whereby literature and in-depth interviews were used to compare Lungisisa Indlela Village’s current marketing activities to best practice social marketing principles. The aim of the research was not only to assist Lungisisa Indlela Village with their expansion, but also to assist other orphanages and cause-related marketing organisations in putting together a marketing plan to drive the desired behaviour in both South Africa and the rest of Africa (in countries facing similar challenges). The study, even though aimed at how Lungisisa Indlela Village compares to best practice social marketing principles, revealed that there are many other business and strategic issues to consider. These issues, however, inform how the marketing plan is executed. Leadership, governance, relationship with government and marketing the Lungisisa Indlela Village brand and solution are very important questions, issues and initiatives that need to be addressed before further expansion takes place. The author would like to encourage the reader to watch the following video: www.youtube.com/watch?v=OSnujMEumrc, before reading the rest of this paper.