M.Comm. (Marketing Management) / In recent years there has been renewed interest from academics and practitioners regarding the marketing concept and marketing orientation. With the emphasis that is placed on the importance of marketing orientation, one would expect the existence of a clear description of the concept, as well as many theories and measurement instruments, together with related empirical findings regarding the concept of marketing orientation. However, there are few valid theories or models of measurement to conceptualize and evaluate marketing orientation. The result is that any organisation wishing to implement a marketing orientation has no specific guidelines on what marketing orientation is and how to make it measurable. The purpose of this study is to develop a reliable, valid and generally acceptable multi-item measurement model for conceptualizing and evaluating the marketing orientation of an individual organisation. The measurement model was developed on the basis of the following two aspects: 1) A literature study of various secondary sources to provide a conceptual framework of marketing orientation. 2) An exploratory research study to generate and purify all the possible dimensions and variables of marketing orientation. The dimensions and variables were generated from the perspective of business management. The methods used to generate the dimensions and variables were an analysis of secondary sources, focus group interviews with experts in the field of marketing, and a questionnaire survey among managers of various profit-oriented organisations in the PWV area. In the exploratory study, 15 provisional dimensions and 304 variables of marketing orientation were generated. The variables represent the potential item pool for the composition of the measurement instrument. Although much insight and ideas were evident in the exploratory study, an attempt was made to summarize the information in the most important dimensions, which also have the most potential for stimulating further research.

M.Com. / Please refer to full text to view abstract

Despite the significant contribution to socio-economic development by SMEs (small and medium enterprises), their failure rate is very high in South Africa. Adoption and implementation of market orientation has been identified by various scholars as a means to mitigate SME failure in the highly competitive environments they operate in. This study investigated the factors influencing market orientation in SME computer retailers in King Williams Town and East London, South Africa. The objectives of the study were to investigate whether owner/manager involvement of had an influence on market orientation in SME computer retailers, to establish whether organisational systems and interdepartmental dynamics had an impact on the customer focused culture as well as investigate whether competitive intensity influenced the SME computer retailers to be market focused. Both primary and secondary data sources were used in this study. A quantitative research design was used in conducting this research. Simple random sampling, a probability sampling technique was used to select a sample of 104 from the sample frame of 141 registered SME computer retailers. The survey method, by way of a selfadministered questionnaire was used to collect primary data. The statistical Package for Social Sciences (SPSS) as statistical software was used to analyse data. The Chi-square test, Pearson correlation, the t-test, and descriptive statistics were used to analyse data. The findings of this research found that there are factors influencing market orientation in SME computer retailers, such as owner/manager involvement. Competitive intensity was found to influence SME computer retailers to be market focused. It was also found that organisational systems and interdepartmental dynamics did not impact on the customer focused culture. The findings of this research showed that SME owner/managers hold the key to shaping an organisation‟s values and culture orientation therefore in order to be market orientated, they need pass on a clear message to the lower levels of the organisation. The careful implementation of organisational systems and interdepartmental dynamics that encourage market orientation as well as constant matching and monitoring of competitors was recommended to enable SMEs to be market orientated and in turn improve their business performance and success.

A Masters dissertation submitted in fulfilment of the requirements for the degree of the Master of Commerce (Marketing) in The School of Economic and Business Sciences, at the University of the Witwatersrand. DECEMBER 2015 / Tourism has become one of the most significant export sectors in many developing countries and is purported to be the most viable and sustainable economic option, and in some of these (developing) nations, the main source of foreign exchange returns. It is therefore incumbent on destinations to effectively differentiate themselves especially when considering the increasingly competitive nature of tourism markets and an environment where many places that present similar features are becoming substitutionable. Contemporary urban development literature stresses the significance of place branding as an asset in the effective differentiation and positioning of places. It is noted that while many sources viewed the three main target markets for place branding as companies, visitors and residents, the role of the resident was limited to passive beneficiary as opposed to one of active engagement. Given the pervasion of the “staycation” and the concurrent rise in popularity of the Braamfontein Precinct, this paper will investigate the influence that place branding has had on the region’s perceived image by those within the precinct. Self-administered structured surveys were distributed electronically and using the street-intercept method to individuals aged 18 – 35, who were in the Braamfontein Precinct. Descriptive statistics and inferential statistics were examined. Path Modeling, Confirmatory Factor Analysis and Structural Equation Modeling were also carried out in order to further analyse the data. The findings with regard to presented city brand, city brand equity and city brand meaning having a positive relationship with city brand image were both supported and significant at a 5% level of confidence. The findings with regard to city brand awareness having a positive relationship with city brand image were insignificant and consequently rejected. The study presents that investment in the presented city brand that goes beyond marketing communications to include city brand properties such as facilities, scenery, heritage and transport (amongst other amenities) will result in a favourable city brand image. It is also important that regional managers do not take a unilateral approach on deciding on a brand meaning but rather a consultative one that will result in involvement and ultimately investment from the various stakeholders. Additionally, the generation of curiosity and interest in the city brand is vital to encouraging customer involvement with the precinct. Digital marketing tools can be employed in this regard; online and search advertising can be used to raise awareness. Finally, social media can be used for customer generated content, allowing for both participation on the consumers’ part and insights on the part of the regional management. This allows for engagement with consumers and provides branding opportunities for the region. / MT2017

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management of Strategic Marketing, Johannesburg, 2016 / Place branding is defined as the application of marketing techniques and activities, to differentiate and attract interest to promote the social and economic growth of cities, regions and countries. If marketers are to market their respective places effectively, they need to get a sense of the key characteristics that make up a place identity, with particular attention paid to what is perceived or understood as the image. The role of local residents is emphasised in the process of identifying the key attributes that comprise the identity and image of a place. The purpose of this research is to establish the identity of the City of Johannesburg from the perspective of stakeholders responsible for branding the metropolitan and to investigate the perceptions and image of the metropolitan by local residents. The research methodology adopted was a mixed method approach. Semi-structured in-depth interviews were conducted with destination marketing practitioners and the results were content analysed to identify key themes. The quantitative study sought to investigate the perceptions and image of the City of Johannesburg held by local residents using a structured questionnaire. The questionnaire consisted of questions relating to views on place identity, place image and communicated identity. Structural equation modelling was employed in the study for the purpose of analysing the quantitative data. Given the common brand associations made by practitioners and local residents interviewed, one can conclude that the City of Johannesburg is fundamentally South Africa's business hub and associated with opportunities and these associations are unlikely to change and will stay constant as the City goes through various growth cycles. The multi-faceted image of the City of Johannesburg was demonstrated by the different responses elicited from marketing practitioners and local residents. The crime association image does not bode well for the metropolitan and concerted ii efforts are required from all stakeholders involved in marketing the City to deal with the city's negative image / GR2018

M.Tech. Business Administration. Business School. / The purpose of the study is to investigate the needs, awareness and implementation of competitive intelligence and the role competitive intelligence plays in the formulation of marketing strategy by South African companies. There is a need for competitive intelligence programmes, with high awareness at senior management level but needs to be filtered down to all employees. The study does offer some insight into current competitive intelligence practices by South African companies in terms of competitive intelligence with particular reference to the sources of competitive intelligence, the types of information gathered and analysis tools used by South African companies.

A research report submitted to the faculty of Commerce, Law and Management, University of Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing / Since the 1980s, marketing researchers have conceptualised market orientation as an organisational culture that is geared towards delivering supreme customer value. However, one of the shortcomings of the market orientation concept is that it has failed to recognise the potential significance of strong brands, that is, it did not acknowledge brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty; and the involvement of brand commitment and brand trust in mediating this association in the business-to-business context. Thus, it is the aim of this study to examine the impact of brand orientation on brand loyalty, and the roles played by brand commitment and brand trust in mediating the impact in the South African business-to-business environment. Two hundred and sixty one questionnaires were completed by top and senior managers of a B2B organisation in South Africa. Structural equation modelling and Smart Plus were employed in this study to examine the relationships between the constructs. This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and brand trust, and that brand commitment and brand trust have positive and significant respective relationships with brand loyalty in the South African B2B context. The results indicate that brand orientation (BO), brand commitment (BC) and brand trust (BT) all have a strong influence on Brand Loyalty (BL). Implications and limitations, as well as future research, are discussed in the study. Keywords: Brand Orientation, Brand Commitment, Brand trust, Brand Loyalty, B2B / GR2018

International marketing has become important to firms of all sizes due to factors such as the continued lowering and elimination of trade barriers, increasing regional integration, improvements in communication and transportation, and an overall increase in world trade. Not only has the international marketplace become more turbulent but globalisation of world markets has become competitively more intense. Because of these trends, the formulation of effective international marketing strategies has become more important. Moreover, firms need to get a better understanding of the relationship between international marketing strategies and international performance, as the international market is becoming more competitive. The primary objective of the research study was to determine the relationship between international marketing strategies and international/export marketing performance of South African manufacturing firms, as well as the role of internal and external determinants with regard to international marketing strategy and international/export marketing performance. The research study intended to determine whether these different independent variables had a significant impact on the dependent variable, namely, international/export performance. The findings of this research study indicated that firm size, investment commitment and that management engages in careful planning as firm characteristics had a significant influence on export/international marketing performance. The finding on the relationship between export experience and export performance was insignificant. Firm characteristics can have both a direct or indirect affect on the export marketing performance of the firm. Therefore, given the secondary research objective - to determine how firm characteristics influence choice of international marketing strategies, and consequently export marketing performance - the following were the important findings of the influence of firm characteristics on international marketing strategies. There were no significant findings between firm characteristics and product adaptation, or firm characteristics and promotion adaptation. However, firm size and firm competencies had a significant relationship with distributor/subsidiary support. It can be assumed that the larger the firm, the more resources the firm have to support distributors and subsidiaries. Furthermore the finding between firm size and the degree of pricing adaptation was also significant indicating that the larger the firm, the more willing the firm is to adapt pricing. The nature and characteristics of the export market can either serve as a barrier or a driving force that facilitate internationalisation. These barriers and/or driving forces can also influence the nature of the international marketing mix strategies that are employed by firms. The barriers and/or driving forces can have both direct and indirect effects on export marketing performance. The competitive intensity of the export markets had a significant relationship with export performance. Furthermore, it had the most significant relationship with export performance compared to all the other independent variables and the relationship was also negative, meaning that the export performances of firms were negatively affected with increased competitive activity. However, given the secondary research objective - to determine how export/ international marketing characteristics influence the choice of international marketing strategies, and consequently export marketing performance - the following relationships were identified. Competitive intensity had a significant relationship with the degree of product adaptation and export market characteristics with the degree of promotion adaptation. Both competitive intensity and export market characteristics had a significant relationship with both the degree of distributor/subsidiary support and the degree of pricing adaptation. Export market characteristics equate to export market barriers, and what the above implies is that with more export market barriers, firms tend to adapt distributor/subsidiary support and pricing more. With regard to the degree of adaptation to marketing mix strategies it was found that the degree of pricing adaptation had a significant effect on export/international marketing performance. There was a significant relationship between the degree of product adaptation and export/international marketing performance. However, this relationship was negative, in that the greater the degree of product adaptation, the more negative the performance. One would have expected that the greater the degree of product adaptation, the greater the export/international marketing performance. A non-significant relationship was found between the degree of promotion adaptation and export/international marketing performance. The relationship between the degree of distributor/subsidiary and export performance was also non-significant. Although the study came up with important findings, it once again highlighted the inconsistency of findings in the export/international marketing literature. Furthermore, given the increasingly competitive nature of international markets, it is more important for firms to identify the success factors in their particular industries that could contribute to greater export/international marketing performance than to assume that all international markets and industries require similar strategies. / Thesis (Ph.D.)-University of KwaZulu-Natal, Pietermaritzburg, 2006.

Strategy gives an organisation direction. In order to continue successfully into the future, the organisation's strategy must be developed to ensure that the vision is ultimately achieved. Strategy cannot be achieved successfully without an in depth understanding of the internal resources and capabilities of the organisation nor can it be achieved without a deep understanding of the changing external environment. The strategic question of the suitability of marketing products over the Internet in South Africa has been addressed. This study evaluates the Watches Unlimited organisation in relation to the changing environment of the South African economy with specific research into the changing requirements of the new electronic economy (e-conomy). The research covers the theory of strategy bringing to light the requirements of the new e-conomy. A model of strategic suitability has been developed and used to evaluate the internal resources of the Watches Unlimited organisation to the external environment. The evaluation reveals the suitability of the organisation to the changing requirements of the external environment, specifically the Internet, while not loosing sight of the vision, mission and objectives of the organisation. Having understood the requirements of the organisation and the South African external environment, strategic options have been developed to underpin the vision of the organisation. Recommendations have been made and conclusions drawn that will prepare the organisation for the grand strategy of market development. / Thesis (MBA)-University of Natal, Durban, 2003.

Thesis (D. Comm.(Economics))-University of Pretoria, 2005. / Abstract in English. Includes bibliographical references. Available on the Internet via the World Wide Web.