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M.A. / This study focuses on empirically determining the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. This research topic was selected for a number of reasons. Firstly, there is a general misconception of the definition of the term Integrated Marketing Communication. Secondly, there is also an emergence of the perception that labelling plays an important role as a strategic element in Integrated Marketing Communication functioning. Thirdly, there is also speculation regarding what this actual role is, that labelling plays within the Integrated Marketing Communication functioning. Fourthly, on closer investigation, it becomes evident that although there is a degree of literaturebased evidence that identifies the role that product labelling plays (within Integrated Marketing Communication), as that of branding, there is no empirical research to substantiate these claims. For these combined reasons there is a direct need for research into these issues. To facilitate the effective fulfilment of the research goals, there was a thorough examination of the theoretical literature available and the completion of an empirical study. Furthermore it was found that the examination of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning would be attainable if the research goal was restricted to a manageable field. To satisfy this aim, the study was focused on the food and beverage industry. The key terms of branding as well as Integrated Marketing Communication were investigated and defined. From the literature available, the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning was examined and also defined. From this context it was found that ample evidence was available to conduct empirical research into this area. It became clear that the identification of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry would rest upon the identification of the transmission of functional and non-functional attributes, consequences and values to consumers via verbal and visual images. The method best suited to identifying the transmission of these values was shown to be that of qualitative research. The proof of the transmission of these functions within the sample formed the focus of the empirical study. Ultimately this proof would illustrate the branding role of labelling. Within the context of the qualitative research, it was shown that the most appropriate approach to identify the transmission of functionality was through the use of the Means-end theory utilising the laddering technique. Within the context of the research document through the laddering technique, it also became apparent that there is a clear role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. It is also evident through literature-based and empirical evidence that this role is one ofbranding.

M.Comm. (Business Management) / Marketing as field of study has developed as a vibrant and evolutionary management function over a number of decades. In the 1950's the primary focus was on consumer goods. In the ensuing three decades industrial marketing, societal orientation and the marketing of services respectively, came to the fore. It is anticipated that relationship marketing will increasingly capture the attention of marketers in the 1990's. Relationship marketing addresses internal markets in the organisation, such as the personnel and jobs, suppliers, influencer markets, referral markets and customer markets. The focus in relationship marketing shifts from transaction marketing, as practised in the past, to long term relationships developing between the markets mentioned above (Christopher, 1991:9).The student holds the opinion that both relationship marketing and internal marketing have immense application potential in business on corporate and small business level. These concepts however, are still in the infancy stage with a low level of awareness amongst businessmen and entrepreneurs alike.

The problem considered in this study is the rapid growth in the number of the treble-damage suits brought under provisions of Section 4 of the Clayton Act and their impact on marketing management in formulating marketing strategies and policies.

Positioned within the corporate marketing domain, and adopting an explicit managerial perspective, this doctoral thesis advances knowledge in the form of a substantive and analytically generalisable theory of corporate heritage identity stewardship, which is derived from an empirical, theory-building, qualitative case study of Great Britain’s oldest brewer. In broad terms, corporate heritage identity stewardship theory articulates the particular management requirements of a corporate heritage identity in terms of two mutually constitutive dimensions namely (a) stewardship mindset and (b) enactment. Stewardship mindset refers to a shared awareness amongst management (i.e. positionality, heritage, and custodianship awareness) underpinned by specific managerial dispositions to feel, think, and act (i.e. sense of continuance, belongingness, self, heritage, responsibility, and potency). Enactment refers to the multi-modal implementation (i.e. narrating, visualising, performing, and embodying) of a corporate heritage identity and its relational positioning visà-vis stakeholders (i.e. temporal, spatial, and socio-cultural anchoring), which at once is predicated on and reinforces the stewardship mindset. The theoretical contribution of this study is significant in that it empirically confirms the existing, largely conceptual, literature in terms of the applicability and efficacy of the nascent corporate heritage identity construct per se. More importantly, it expands the extant body of literature by introducing a detailed theoretical explication of corporate heritage identity stewardship, which has important implications for future scholarly work. The study is, additionally, of instrumental relevance for corporate marketing management practice. First, it identifies different ways of implementing and anchoring a corporate heritage identity within societal environments vis-à-vis stakeholders, which can be utilised by organisations. Second, it articulates different enabling management dispositions, which help management to better understand the specific requirements of corporate heritage identity stewardship. The doctoral thesis articulates several avenues for future research (qualitative and quantitative) and provides – with the analytically generalisable corporate heritage identity stewardship theory – a new conceptual lense for future empirical and conceptual work within this nascent area of corporate marketing.

This study has two purposes; first to describe the marketing boards of British Columbia with regard to their nature, scope of power, organizational structure, quota and pricing policies, distribution of returns and policing, and secondly to evaluate the effectiveness of marketing boards with particular attention to the B.C. Broiler Marketing Board. The theory of cartels provides a framework for the analysis of the marketing boards and their effects. Data for the study were obtained primarily from the various boards, the Dominion Bureau of Statistics, and the Canada Department of Agriculture. The B.C. Broiler Board was examined in more detail than the other boards. This Board was used as a case study in analyzing some of the propositions developed in the marketing board model, against actual data of the broiler industry of British Columbia. The conclusions of this study are based upon detailed analysis of the effect of the Broiler Board and more casual observations of the other boards. In general, the producers receive a higher and more stable price for their product, and their membership in the marketing boards appears to engender higher and more stable incomes than could have been obtained by independent producers. This implies that consumers are paying higher prices for the products, provided all other things are held equal. In some instances consumers may benefit from a longer marketing season for local produce, and a wider range of processed products than would have been possible without the marketing boards. / Business, Sauder School of / Graduate

Thesis discusses the aplication of marketing activities within the marketing management in a small travel agency SANTINI Tour. The first part of the work is intent on the formulation of basic theoretical background. Marketing and process of marketing management is described below with regard to the specific product - services in tourism. In the second part of the work there is briefly described the selected travel agency - SANTINI Tour. The process of marketing management is applied to this travel agency. The main part is focused on analyzing the process of marketing management in CK SANTINI Tour. It is expected, there is not whole spektrum of processes that have been described in theory in so small travel agency. The owner adapted this system during the years to their own needs. At the end of this thesis, there is suggested several proposals, which solved the most serious embarrassment in the process of marketing management in CA SANTINI Tour. The clear and distinct strategy is completely missing. The product is unchanged for a long time. So it does not reflect the new requirements of customers. The absence of control is the major deficiency. Because of that, the travel agency does not have valuable feedback.

M.Com. (Business Management) / This dissertation deals with the subject of feasibility studies, as applied to the determination of the viability of a business idea or - concept. The first section of the study comprised a search for available material on the topic. Information regarding feasibility studies and business plans, and the difference between the two, was gleaned from contemporary literature covering the subject, such as tutorials by the Small Business Development Corporation, as well as several local and international text books, in order to construe an appropriate framework for the compilation of such a study. In the second section of the dissertation the framework decided on was applied to a specific business idea. Information for the completion of this section was obtained by interviewing representatives actually engaged in a similar enterprise, requesting information from various departments of state and business enterprises, as well as searches in relevant literature. The dissertation concludes by reiterating that the purpose of such a study is purely to determine the viability or feasibility of a project or business idea, and should it be necessary to obtain funds from third parties in order to initiate such a business (given a positive result from the feasibility study), a comprehensive business plan should be compiled...

M.Com. (Business Management) / The sector of the economy in which service providers compete, has undergone much change during tho last two decades. Successful service providers followed specific tactics to ensure that the needs of clients were satisfied. Customer satisfaction became more important as competition increased. Although the internal audit department of ABSA has never had to face competition, this situation is rapidly changing. External audit firms are attempting to expand their businesses by providing the internal and the external audit functions to a company. ABSA's internal audit department is not only faced with the increase in competition but is also under pressure to improve its level of service to clients who no longer receive its service free of charge.

M.Com. (Business Economics) / Please refer to full text to view abstract