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Title
An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa |
Full text
http://upetd.up.ac.za/thesis/available/etd-06132002-085415/ |
Date
2002 |
Author(s)
Herbst, Frederick Jacobus |
Contributor(s)
Prof P J du Plessis |
Abstract
An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in South Africa. The product life cycle concept is currently a dominant component of marketing theory. There is however much criticism on and doubt about the applicability of the product life cycle concept as a marketing decision-making instrument. No evidence exists of the efficacy of the product life cycle concept as an instrument to develop marketing strategy. The purpose of the study was to test the underlying theory of the product life cycle concept with the primary objective of establishing what the use and practical value of the product life cycle concept is in making marketing decisions in small manufacturing and dealer organisations. The main focus was to test the ability of marketing decision-makers in small manufacturing and dealer organisations to associate their application and use of the product life cycle concept with Kotler's assumptions on the identified marketing characteristics, described marketing objectives and proposed marketing strategies. A major finding was that small organisations tended to display a marketing knowledge level that was not in total unison with the existing marketing theory. Another important conclusion of the study was that the current product life cycle concept theory needs to be broadened to include strategies on the expanded marketing mix (people, processes and physical evidence). Apart from the different use and application by marketing decision-makers in small organisations in South Africa the product life cycle concept theory has potential as a strategic tool and a high likelihood for its future use as a marketing decision-making instrument. |
Subject(s)
Marketing and Communication Management |
Language
en-uk |
Publisher
University of Pretoria |
Type of publication
text |
Format
application/pdf |
Source
http://upetd.up.ac.za/thesis/available/etd-06132002-085415/ |
Rights
unrestricted; I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my supervisor(s). The following is applicable in exceptional circumstances where copyright vests in the student: I hereby grant to University of Pretoria or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
Repository
Pretoria - University of Pretoria, Theses and Dissertations
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