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    This document provides a summary of the Marketing to South African Consumers textbook. The textbook was edited by James Lappeman, Paul Egan, Gillian Rightford, and Thabang Ramogase. It was published in January 2021 under a Creative Commons license by the UCT Liberty Institute of Strategic Marketing and UCT Libraries with support from the Digital Open Textbooks for Development project. The textbook is freely available online and aims to provide foundational marketing theory with a focus on the South African consumer landscape. It contains 21 chapters organized across 7 parts covering various aspects of marketing strategy and implementation.

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    Preliminary Pages

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    Politcio
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    This document provides a summary of the Marketing to South African Consumers textbook. The textbook was edited by James Lappeman, Paul Egan, Gillian Rightford, and Thabang Ramogase. It was published in January 2021 under a Creative Commons license by the UCT Liberty Institute of Strategic Marketing and UCT Libraries with support from the Digital Open Textbooks for Development project. The textbook is freely available online and aims to provide foundational marketing theory with a focus on the South African consumer landscape. It contains 21 chapters organized across 7 parts covering various aspects of marketing strategy and implementation.

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    This document provides a summary of the Marketing to South African Consumers textbook. The textbook was edited by James Lappeman, Paul Egan, Gillian Rightford, and Thabang Ramogase. It was published in January 2021 under a Creative Commons license by the UCT Liberty Institute of Strategic Marketing and UCT Libraries with support from the Digital Open Textbooks for Development project. The textbook is freely available online and aims to provide foundational marketing theory with a focus on the South African consumer landscape. It contains 21 chapters organized across 7 parts covering various aspects of marketing strategy and implementation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views5 pages

    Preliminary Pages

    Uploaded by

    Politcio
    This document provides a summary of the Marketing to South African Consumers textbook. The textbook was edited by James Lappeman, Paul Egan, Gillian Rightford, and Thabang Ramogase. It was published in January 2021 under a Creative Commons license by the UCT Liberty Institute of Strategic Marketing and UCT Libraries with support from the Digital Open Textbooks for Development project. The textbook is freely available online and aims to provide foundational marketing theory with a focus on the South African consumer landscape. It contains 21 chapters organized across 7 parts covering various aspects of marketing strategy and implementation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Marketing to

    South African
    Consumers

    First Edition

    EDITED BY
    James Lappeman
    Paul Egan
    Gillian Rightford
    Thabang Ramogase

    PUBLISHING MANAGER
    Michelle Willmers

    UCT Liberty Institute of Strategic Marketing


    &
    UCT Libraries
    First Edition, January 2021

    © Copyright 2021 l The Authors

    Licensed under a Creative Commons Attribution 4.0 International licence


    (http://creativecommons.org.licenses/by/4.0/)

    Published by the UCT Liberty Institute of Strategic Marketing and UCT Libraries.

    The publication process for this work was undertaken in collaboration with the Digital Open
    Textbooks for Development project in the Centre for Innovation in Learning and Teaching
    at the University of Cape Town. This work was carried out with the aid of a grant from the
    International Development Research Centre, Ottawa, Canada.

    LIBRARIES

    How to cite this book


    Lappeman, J., Egan, P., Rightford, G. & Ramogase, T. (2021). Marketing to South African
    Consumers. Cape Town: UCT Liberty Institute of Strategic Marketing & UCT Libraries.
    https://doi.org/10.15641/0-7992-2548-8

    This textbook is freely available online at: https://doi.org/10.15641/0-7992-2548-8

    Acknowledgements
    With many thanks to Liberty Life for its sponsorship of the UCT Liberty Institute of Strategic
    Marketing and to the Digital Open Textbooks for Development project for a grant that
    helped to fund the production of this book.

    Contact Editor
    James Lappeman
    [email protected]

    Digital Open Textbooks for Development


    www.dot4d.uct.ac.za

    Graphic design
    Marike Strydom (Jade Rose Graphic Design)
    [email protected]

    Proofreader
    Bruce Conradie
    [email protected]
    Contents
    Part 1: Marketing and Marketing Strategy

    Chapter 1: What is Consumer Marketing? 01


    Chapter 2: The Role of Marketing in Delivering Corporate Strategy 23
    Chapter 3: Sustainability in Consumer Marketing 39
    Chapter 4: The Marketer's Micro-Environment 55

    Part 2: The South African Consumer's World

    Chapter 5: The South African Consumer Landscape 69


    Chapter 6: The South African Retail Landscape 87
    Chapter 7: The South African Media Landscape 111
    Chapter 8: The South African Macro-Environment 129

    Part 3: Consumer Behaviour

    Chapter 9: Drivers of Consumer Behaviour 143


    Chapter 10: Consumer Decision-Making 153

    Part 4: Consumer Marketing Strategy

    Chapter 11: Market Segmentation and Targeting 169


    Chapter 12: Positioning and Branding 187

    Part 5: Consumer Marketing Tactics (Strategy Implementation)

    Chapter 13: Product Tactics 207


    Chapter 14: Pricing Tactics 221
    Chapter 15: Place (Distribution) Tactics 237
    Chapter 16: Promotion Tactics (Integrated Marketing Communications) 263

    Part 6: Marketing Intelligence (Feedback Loop)

    Chapter 17: Market Metrics: The Strategy Feedback Loop 279


    Chapter 18: Market Research and Consumer Insights 287

    Part 7: Tools for Achieving Competitive Advantage

    Chapter 19: Vital Skills for Modern Day Consumer Marketers 307
    Chapter 20: Digital Marketing Techniques 319
    Chapter 21: Constructing a Basic Marketing Plan 329
    Foreword
    This is a textbook on marketing to South African consumers. The aim of the textbook is
    to provide a backbone of foundational marketing theory with an emphasis on meeting the
    needs of South African business. The textbook is, however, relevant to any marketer or
    business owner who would like to gain more understanding of marketing in general and
    South African consumers in particular.

    We would like to thank the contributors for the extensive time and effort they invested to
    make this work available as an open textbook. It is openly licensed and can be adapted for
    other contexts. Core chapter contributions came from:

    Ana Carrapichano (0000-0003-0298-5766)


    Gift Phala (0000-0002-9702-2227)
    Gillian Rightford (0000-0002-7695-5167)
    Gordon Muller (0000-0002-8298-760)
    James Lappeman (0000-0001-8187-9165)
    Kaylee Hewitt (0000-0001-5200-4159)
    Martin Neethling (0000-0002-6013-1331)
    Maryla Masojada (0000-0003-0450-265X)
    Megan Swartz (0000-0003-1750-3571)
    Nevo Hadas (0000-0002-3337-3589)
    Nozizwe Vundla (0000-0002-9869-4404)
    Vimbai Malandu (0000-0002-2399-8729)
    Paul Egan (0000-0002-5345-495X)
    Raeesah Chohan (0000-0002-0151-9774)
    Shriya Bramdaw (0000-0003-2688-0803)
    Steve Bird (0000-0002-3472-3341)
    Thabo K. Makgolo (0000-0003-3839-890X)
    Titi Kabi (0000-0002-7587-0938)
    Claire Herman
    Craig Risi
    Michael Pearce
    Sue Rooney
    We would also like to thank the peer reviewers for the many hours spent helping us to
    shape this work and ensure relevance and accuracy. This was a voluntary exercise, with
    the goal of providing a high-quality open-access resource for students and practitioners of
    marketing. The peer reviewers were key to ensuring that the content met curriculum and
    industry standards. Peer reviewers were:

    Alastair Tempest
    Caitlin Ferreira
    Chris Botha
    Devendri Adari
    Diana Masaire
    Duanne Aspelling
    Jeandri Robertson
    Lebogang Mototo
    Ludi Koekemoer
    Mignon Reyneke
    Mosala Phillips
    Mphumudzeni Mbelengwa
    Mymoena Mooradd
    Nkosivile Madinga
    Nozipho Mpanza
    Ozayr Matthews
    Pragasen Pillay
    Rob Smuts
    Sechaba Motsiela
    Siphiwe Dlamini
    Tendai Mbumbwa
    Twanett Williams
    Virginia Hollis

    Special thanks to the Digital Open Textbooks for Development (DOT4D) Publishing and
    Implementation Manager, Michelle Willmers, who worked closely with the editors to shape
    the book from a set of drafts to a cohesive manuscript. The textbook is what it is because
    of her and the DOT4D team's support.

    James Lappeman, Paul Egan, Gillian Rightford and Thabang Ramogase

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