Marketing management is one of the most important functions for any business that exists in the demanding environment of the 21st century. A business cannot function in isolation but is an open system which is influenced by several variables. Applied principles of marketing and marketing management aims to provide junior marketing personnel and junior marketing managers with an introductory understanding of the principles of marketing and marketing management.
The book starts with an introduction to the world of marketing by studying its various aspects, including a definition of marketing, the exchange process, the value-adding functions of marketing, the role of marketing in economic development, the marketing process, marketing management tasks and, finally, the marketing concept.
To function in a multi-faceted business world, the learner is also introduced to the process of environmental scanning. As a marketer, the learner should understand the general characteristics of the market, as well as the differences among consumers that will allow marketing personnel to determine how consumers' behaviour in life can influence their purchasing power. Market segmentation is furthermore an important principle of marketing that is discussed. Finally, the concepts of product decisions and marketing communications are addressed as part of the marketing management function.
Study unit 1 The nature of marketing
Study unit 2 The marketing environment
Study unit 3 The consumer as part of the market environment
Integrated assignment 1 - Study units 1, 2, 3
Study unit 4 Segmentation, target markets and positioning
Study unit 5 Product decisions
Study unit 6 Marketing communications
Integrated assignment 2 - Study units 4, 5, 6
Supplementary material available for this title includes:
Suggested answers to textbook questions
JPEGs of all figures and tables
All source material (excluding figures and tables) has been supplied in an editable format (Microsoft Office) and you can fully customise it to your needs.
Please click on the link below to access the Lecturer Support Material (LSM) portal:
If this is the first time you access Van Schaik Publishers LSM, you will need to register and set up a profile. Once your registration has been approved you will be sent an email and will then be able to request access to the resources you need for a particular book. You will also be able to request access to the resources of additional books using your profile.
We welcome any suggestions regarding new or additional resources. For any queries or feedback please contact our digital publisher at firstname.lastname@example.org. The material available varies from book to book and may also be developed further over time.
If you are uncertain about the registration and access request procedures, please download the LSM Manual.
Lecturer Support Material is available free to lecturers who lecture on courses where the book is prescribed but samples are also available should you wish to review what is available as part of your prescribed book selection process. Please contact your Marketer for access to the sample LSM.
Student requests for LSM will not be entertained and any attempts by students to access lecturer support material will be reported to a student’s lecturer or to the Head of Department.