Spaceborne Remote Sensing, the observation of the features on ground from orbiting satellites is one of the expanding business areas of international space business, attracting the analysis of the markets and the growth patterns in the international arena. Whatever be the product/service, it is important for the market players to know the market characteristics to draw up marketing strategy and defining marketing mix, which becomes important for Remote Sensing services as well without an exception. The market for Remote Sensing data and services is influenced by a multitude of factors, which may seem unrelated at the outset. These may be Socio-Economic and Natural Resources related variables in addition to the expected product/market related variables. Hence the research work to model the market dynamics is taken up with the objectives of: 1)To identify factors influencing the market potential for Remote Sensing Data services 2)To model the relationship between these factors and the market potential 3)To validate and verify the model developed The analysis was carried out with 82 valid responses from respondents spread across 17 countries where Remote Sensing market is prevailing. A broad spectrum of economic, political, social, natural, and geographic variables believed to be influencing the Remote Sensing requirements were enumerated and validated through pilot study. Raw values for the variables were obtained from secondary sources and relative importance of these variables was determined through primary survey. The variables were synthesised into factors and captured into a regression model to arrive at the market potential index. This is statistically validated and also verified with market potential of a known country market, India. The analysis and results revealed that, market dynamics influencing market potential for Spaceborne Remote Sensing Data can be synthesised as the following three factors, explaining 80% of the variance in the market potential. (i)Politico Developmental factor-variables border related (Number of border countries, Border length, level of Border Disputes, Energy Production & Consumption, Economy and Information & Communication Infrastructure) (ii)Geo-Natural factor: represented by extent of Natural Resources, Energy Reserves etc. (iii)Market/Product related factor variables like product features, level of competition, availability of substitutes, current market position, and growth rate etc. The emergence of variables representing the developmental aspects on one side and political aspects on the other, as important factor is the outcome formally brought to recognition by the study. This is manifesting the growing importance of developmental activities and theatres of war as important additional market drivers in high and very-high resolution data services across the globe, in addition to the traditional applications like natural resources monitoring and management.

The Motor Industry Development Programme (MIDP) was implemented on 1 September 1995 in the context of the country's political and economic liberalisation and the major structural shift in government policy and the trade regime. In an intensely competitive global environment, the strategies of a few dominant motor vehicle manufacturers, mainly operating from the Triad regions of North America, Europe and Japan, impact significantly on the developments of the global automotive industry. Over the past decade the small, highly protected and inwardly focused South African automotive industry has become fully integrated in the global strategies of foreign parent companies. As South Africa's leading manufacturing sector, the automotive sector is contributing significantly to the country's economy in terms of exports, investment, employment and the gross domestic product. The objective of the study was to establish and measure the relevance and value of the MIDP as a promotional tool in the global automotive environment by capturing the responses and perceptions of direct automotive industry exporters and stakeholders for * the South African automotive industry in general, and * the companies forming part of the empirical survey. To satisfy the objectives of the study, the research methodology incorporated an extensive primary and secondary research phase (qualitative and quantitative). A structured empirical survey was used to collect the primary data. The survey data were captured and processed by the Bureau for Market Research (BMR), Unisa. The main findings of the study are that: * The promotional relevance and value of the MIDP as a promotional tool is embedded in the programme's ability to trigger interest in the South African automotive industry, to generate business and to attract investments. * The MIDP is successful in contributing to the automotive sector's international competitiveness and is therefore a very important promotional tool for convincing foreign parent companies to consider South Africa as an investment destination. * The South African automotive industry would not be able to cope with global competition without the MIDP. * Different factors impact on the business operations of the South African automotive industry in general and the specific company in particular and the factors are viewed differently by the selected groups based on their demographic details. The process of trade liberalisation is forcing many South African companies to encounter both intensified competition and new forms of competition. The South African government's target of a 6 percent economic growth rate by 2010 will largely depend on the ongoing successes achieved in priority sectors such as the domestic automotive sector. / Business Management / M. Comm. (Business Management)

Accounting and marketing are very different disciplines. The analysis of customer profitability is one concept that can unite accounting and marketing as a common denominator. In this article I search for common ground between accounting and marketing in the analysis of customer profitability to determine if a common denominator really exists between the two. This analysis focuses on accounting profitability, customer lifetime value, and customer equity. The article ends with a summary of what accountants can do to move the analysis of customer value forward, as an analytical tool, within companies. / Si bien la contabilidad y el marketing son disciplinas muy distintas, el análisis de la rentabilidad del cliente es un concepto que puede unirlas mediante un denominador común. Entonces, en este artículo se pretende encontrar puntos comunes entre la contabilidad y el marketing a través del análisis de la rentabilidad de clientes y, por lo tanto, determinar si realmente existe un denominador común entre los dos. El análisis se enfoca en la rentabilidad contable del cliente, el valor del tiempo de vida del cliente, y el valor de la cartera de clientes. Se termina con un resumen de lo que pueden hacer los contadores para promover el análisis del valor de clientes dentro de las empresas como una herramienta analítica.

This thesis is focused on creating and managing marketing distribution channels in terms of a particular enterprise. The basic concept for this thesis is marketing, from which further depends on other important concepts. The aim is to assess the current creation and management of marketing distribution channels in the selected company. Based on the analysis to propose appropriate measures for improvement. For these purposes, was chosen production company that specializes in the manufacture of doors and door frames.

The aim of the thesis is to suggest a marketing strategy for a specific company, including the marketing plan in order to deal with possible changes resulting from the current situation. Strategic marketing process, which is based on the strategic management process consists of planning, implementation and control. On the basis of marketing situational analysis SWOT analysis was set up, marketing objectives were defined, strategies were formulated and a marketing plan was suggested. The implementation of a plan is a part of an implementation phase. Finally, the interim results were evaluated and possible changes were proposed, which should lead to the achievement of the planned outputs at the end of the period.

The making and breaking power of leadership has never been disputable. It is believed to be the single most important factor by which organizations used to exploit opportunities and survive hardships. Despite the fact that all functional areas are not immune to the consequences of good and bad leadership, marketing is uniquely sensitive. Unarguably, all leadership styles are not expected to equally impact marketing performance. A leader of character who inspires followers, helps employees to use their potentials, allows employees to make and fix errors, and pave ways for employee advancement is a one typically needed by organizations. This kind of leader is even more critical for those organizations operating in a brutally competitive market; like the brewing one in Ethiopia. This study is designed to investigate the direct and indirect impact of Transformational Leadership on marketing performance. Moreover, the moderating effect of leaders’ experience and the impact of group difference in leaders’ gender, leaders position and brewery sizes are studied. The unit of analysis are managers and decision makers (committee members) from the four sample breweries (St. George Brewery, Meta Abo Brewery, Raya Brewery, and Habesha Brewery). The data are collected from 211 respondents. In the study, in addition to the data cleaning procedures, all the multivariate data analysis assumptions are ensured. A model is developed and tested using a survey methodology. Four properly validated instruments, one selfdesigned (for marketing performance construct) and three adopted (for transformational leadership, organizational learning, and customer orientation constructs) are used. The validation work is ensured through factor analysis (exploratory and confirmatory). Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) are worked out using SPSS 21 and AMOS 21 packages respectively. Data is analysed through the structural equation modelling technique. Results show that, Transformational Leadership style is positively and significantly associated with marketing performance, organizational learning and customer orientation. Moreover, it is found that Transformational Leadership indirectly and positively impacts marketing performance. Nevertheless, the hypothesized moderation effect of experience for the impacts of Transformational Leadership on customer orientation is failed to be significant. The study contributes a lot by narrowing the wide literature gap existed in the topic area in the context of the developing world. Secondary evidences are strongly discussed on the antecedents and outcomes of Transformational Leadership and marketing performance. Thus, it is the researcher’s belief that now because of this study; value is added to the body of knowledge and the study can benefit practitioners and academicians alike. / Business Management / D.B.L.

Online marketing activities play an increasingly important role for organization in connection with the development of internet based technologies and their positive reception by the society. The aim of this dissertation is to design an artefact that would support the decision making of marketing specialists and thus the management of online marketing activities. The starting point is an explorative research among Czech companies, which identifies the issues felt as problematic and the needs of the selected set of organizations. Introduced at the same time is the current state of use of selected tools for online marketing by these organizations, and the situation is compared with worldwide development. The output of this explorative research, the examination of scientific literature, and a critical analysis serve as a basis for designing an own method, Genoma, whose purpose is to support the decision making of marketing specialists, and thereby also the management of marketing activities in internet-mediated environment. This method is presented as Deming (PDCA) cycle, which enables it to be used not only separately, but also as part of other frameworks for the management of marketing activities (e.g. the frameworks PMF, MCPF and RACE, which are presented in the dissertation). The Genoma method uses mainly the genetic algorithm for selecting a suitable portfolio of online marketing tools for a particular campaign. The selection is made on the basis of expected feedback at the level of social interaction, meeting the given marketing targets, and the financial demands of the individual tools. The prerequisite of using this method is a knowledge base that includes the area of sociotechnical interaction, which is based on interpreting phenomena related to the internet-mediated environment and the features of complex networks. Methodically, this dissertation builds on the complementary relationship of the behavioural (social informatics) and the design type of research (design science research). The final assessment of the suitability of the proposed method is done on the basis of a multiple case study, which uses also an own program created in C#, implementing the genetic algorithm used in the Genoma method.

My master’s thesis from marketing area is focused on marketing management of Red Bull Company, which is world leading energy drink producer. My work should improve marketing management of the firm and suggest new ways of marketing communication, the way of addressing consumers and non-consumers of Red Bull energy drink. The results of this master’s thesis will be suggested to the management of Red Bull Company for implementation into praxis.

MSCAGR (Agricultural Economics) / Department of Agricultural Economics and Agribusiness / ABSTRACT This study was carried out to determine how members of households perceive economic benefits of production and marketing of Moringa in the Thulamela Local Municipality. The study adopted the snowball sampling procedure to identify the population of members of households who produce and market Moringa. Simple random sampling procedure was adopted to select 146 participants from the identified population. The Cross tabulations and Probit regression model were used as the analytical tools for this study. The results of the study revealed amongst others, that majority of members of households who were producing Moringa had no access to Moringa markets, and most of them were aware of the economic benefits of Moringa. The statistical significant variables which influenced the perceptions of members of households regarding economic benefits of production and marketing of Moringa were level of education (p < 0.01), Moringa farming experience (p < 0.05), access to market (p < 0.05), as well as the access to information (p < 0.05) about the production and the demand of Moringa produce. The study concluded that majority of respondents perceived that the production and marketing of Moringa would help to achieve sustainable livelihood for people living in Thulamela Local Municipality, while others were of the view that Moringa has the potential to improve nutrition, boost food security and foster rural development. The study recommended that establishment of Moringa markets, formation of Moringa cooperatives and promotional campaigns to educate members of households about the economic benefits of Moringa should be enhanced. / NRF

Abstracts in English and Zulu / The main objective of this study was to investigate the impact of innovative marketing on the performance of Ghanaian food processing SMEs. The research study was carried out in response to the scholarly and managerial interest in the construct of innovative marketing as a novel competitive tool and its effect on performance in food processing SME organisations. This research study examined the effect of the six components of innovative marketing (i.e. marketing mix variables (MV), marketing modification (MM), integrated marketing (IM), customer focus (CF), market focus (MF) and value proposition (VP) on the four components of food processing SME performance i.e. financial performance (FP), customer performance (CP), internal business process performance (IBPP) and learning & growth performance (LGP). The research study was carried out on 225 food processing SMEs on the registered list of the National Board for Small Scale Industry (NBSSI) in the Eastern Region of Ghana. The study was quantitative in nature with the use of questionnaires distributed to 225 owners/managers of food processing SMEs in the Eastern Region of Ghana. Through an extensive literature review, a conceptual framework and empirical result from 225 food processing SMEs in Ghana, the research study employed exploratory factor analysis along with structural equation modelling – path analysis to evaluate the proposed model for understanding the relationships among the constructs. The collected data was analysed through descriptive statistics and multiple regression analysis using the Statistical Package for the Social Science (SPSS) version 23 and STATA version 15.1. The reliability of innovative marketing and food processing performance factors were determined using Composite Reliability and Cronbach’s alpha and the validity of the factors of innovative marketing and food processing SMEs were also ascertained using convergent and discriminant validity methods. The research study established that SMEs in the food processing sector in Ghana exhibit high levels of five innovative marketing factors (i.e. market focus, value proposition, customer focus, integrated marketing and marketing mix variables) which impact on all four factors of food processing SME performance (i.e. financial performance, customer performance, internal business process performance and learning and growth performance) whereas marketing modification, a factor of innovative marketing, indicated insignificant association with food processing SME performance. The recommendation of the conducted research study made a clear statement that food processing SMEs in Ghana should maintain a positive attitude towards innovative marketing, and also negate the effect of innovative marketing challenges to achieve high performance. The conclusions that were drawn from the conducted research study indicated that the main research objective had been achieved. Hence, innovative marketing positively influences the performance of food processing SMEs in Ghana. / Inhloso enkulu yalolu cwaningo bekungukuphenya umthelela wokumaketha okusha ekusebenzeni kwama-SME wokucubungula ukudla waseGhana. Ucwaningo lwenziwe kuphendulwa intshisekelo yezifundiswa nezokuphatha ekwakheni ukumaketha okusha njengethuluzi lokuncintisana lenoveli nomphumela walo ekusebenzeni ezinhlanganweni zokucubungula ukudla kwama-SME. Lolu cwaningo lubheke umphumelela wezinto eziyisithupha zokumaketha okusha (isbokuguquguqukayo kokuhlanganiswa kokumaketha (MV), ukuguqulwa kokumaketha (MM), ukumaketha okuhlanganisiwe (IM), ukugxila kwamakhasimende (CF), ukugxila emakethe (MF), nokuphakanyiswa kwevelu (VP) ezingxenyeni ezine zokulungiswa kokudla ukusebenza kwe-SME okungukuthi, ukusebenza kwezezimali (FP), ukusebenza kwamakhasimende (CP), ukusebenza kwenqubo yebhizinisi yangaphakathi (IBPP), nokusebenza kokufunda nokukhula (LGP). Ucwaningo lwenziwe kuma-SME wokucubungula ukudla angama-225 ohlwini olubhalisiwe lweNational Board for Small Scale Industry (NBSSI) esifundeni esiseMpumalanga yeGhana. Lolu cwaningo belunobuningi ngokwendalo ngokusetshenziswa kwamaphepha emibuzo anikezwe abanikazi/abaphathi abangama-225 bokucubungula ukudla ama-SME esifundeni esiseMpumalanga yeGhana. Ngokubuyekezwa okubanzi kwezincwadi, uhlaka lomqondo kanye nomphumela wezobuciko kusuka kuma-SME wokucubungula ukudla angama-225 eGhana, ucwaningo lwasebenzisa ukuhlaziywa kwezici zokuhlola kanye nokuhlelwa kwesimo sokulinganisa - indlela yokuhlola imodeli ehlongozwayo yokuqonda ubudlelwano phakathi kokwakhiwa. Imininingwane eqoqiwe yahlaziywa ngezibalo ezichazayo kanye nasekuhlaziyweni okuningi kokuhlehla kusetshenziswa i-Statistical Package ye-Social Science (SPSS) inguqulo 23 kanye ne-STATA version 15.1. Ukuthembeka kokumaketha okusha kanye nokusebenza kokucubungula ukudla kunqunywe kusetshenziswa i-Composite. Ukuthembeka kanye ne-alpha kaCronbach nokuba semthethweni kwezici zokumaketha okusha nokuqhutshwa kokudla kwama-SME nakho kwaqinisekiswa kusetshenziswa izindlela zokuqinisekisa nezokunbandlulula. Ucwaningo luye lwaveza ukuthi ama-SME emkhakheni wokulungiswa kokudla eGhana akhombisa amazing aphezulu wezinto ezinhlanu ezintsha zokumaketha (okusho ukugxila emakethe, ukuphakanyiswa kwenani, ukugxila kwamakhasimende, ukumaketha okuhlanganisiwe kanye nokuxubana kokuxubana kokumaketha) okunomthelela kuzo zonke izici ezine zokulungiswa kokudla ukusebenza kwe-SME (okusho ukusebenza kwezezimali, ukusebenza kwamakhasimende, ukusebenza kwenqubo yebhizinisi yangaphakathi nokusebenza kokufunda nokukhula), kanti, ukuguqulwa kokumaketha, okuyisici sokumaketha okusha, kukhombisa ukuzihlanganisa okungabalulekile nokusebenza kokudla kwe-SME. Incomo yocwaningo olwenziwe yenze isitatimende esicacile sokuthi ama-SME okucubungula ukudla eGhana kufanele agcine isimo esihle mayelana nokukhangisa okusha, futhi angaphikisi nomphumela wezinselelo ezintsha zokumaketha ukuza kuzuzwe ukusebenza okuphezulu. Iziphetho ezithathwe ocwaningweni olwenziwe zikhombisile ukuthi inhloso enkulu yocwaningo seyifeziwe. Ngakho-ke, ukumaketha okusha kunomthelela omuhle ekusebenzeni kokulungiswa kokudla kwama-SME eGhana. / Business Management / D. Phil. (Management Studies (Marketing))