importance of no or low cost marketing techniques

8/17/2019 importance of no or low cost marketing techniques

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Filita, S. 213392097

Mtiki, S. 214298965

Mugadza, T. 213207397

Osifowoka, S.!. 214027953

Ta"u#$, %.& 213439344

'ao, (.'. 213537508

THE INFLUENCE OF NO OR LOW COST MARKETING TECHIQUES ON SMALL

BUSINESS PERFORMANCE IN NELSON MANDELA BAY

Modul$ )od$* %+M201

$-tu$s* /of. S. /$ks

at$* 29 !il 2016


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Filita, S. 213392097

Mtiki, S. 214298965

Mugadza, T. 213207397

Osifowoka, S.!. 214027953

Ta"u#$, %.& 213439344

'ao, (.'. 213537508

THE INFLUENCE OF NO OR LOW COST MARKETING TECHIQUES ON SMALL

BUSINESS PERFORMANCE IN NELSON MANDELA BAY

Modul$ )od$* %+M201

$-tu$s* /of. S. /$ks

at$* 29 !il 2016


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TABLE OF CONTENTS

Page

TABLE OF FIGURES.................................................................................................iii

1 INTRODUCTION ........................................................................................................1

2 LITERATURE REVIEW ............................................................................................1

2.1 %F&TO& OF M!(%T&...................................................................................1

2.2 M/OT!&)% !& +%&%FTS OF M!(%T& & %' SM!

+S&%SS%S.................................................................................................................2

2.3 T'/%S OF &O O O )OST M!(%T& T%)&%S FO

SM! +S&%SS%S..................................................................................................3

2.3.1 Fl"$s...............................................................................................................................3

2.3.2 /ost$s.............................................................................................................................3

2.3.3 alu$ !dditios...............................................................................................................3

2.3.4 $f$al &$twoks...........................................................................................................3

2.3.5 Follow:u !d;$tisig.....................................................................................................4

2.3.6 )old )a;assig..............................................................................................................4

2.3.7 t$$t Mak$tig...........................................................................................................4

2.3.8 M"st$" S#oig...........................................................................................................4

3 EMPIRICAL RESEARCH ..........................................................................................

3.1 +!)(O& OF T% %S/O&%&TS &T%%%....................................5

3.2 %/OT O& F&&S..............................................................................................5

3.2.1 ow o &o )ost Mak$tig T$-#i


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SUMMARY! CONCLUSIONS AND RECOMMENDATIONS................................"

LIST OF REFERENCES............................................................................................11

ANNE#URE A$ )o=l$t$d ?oual ati-l$s ad t$$t Sou-$s

ANNE#URE C$ $=oga#i- fo=atio of $sod$ts

ANNE#URE D$ +usi$ss /$fo=a-$ of $sod$ts

ANNE#URE E$ atig of Mak$tig Tools s$d @" $sod$ts

ANNE#URE F$ $-laatio i $s$-t of /lagiais=

ANNE#URE G$ $-laatio i $s$-t of %


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TABLE OF FIGURES

Page

Ta%&e 1$ !;$ag$ s-o$ fo $a-# =ak$tig t$-#i


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1 INTRODUCTION

!lt#oug# to a $lati;$l" s=all$ $At$t i s=all ad =$diu= @usi$ss$s, =ak$tig ad

=ak$tig stat$gi$s a$ of g$at i=ota-$ ad -aot @$ o;$look$d as t#$" $su$

sustaia@ilit", -o=$titi;$$ss ad t#$ su;i;al of @usi$ss$s. Mak$tig i-lud$s $;$"t#ig

fo= t#$ g$$atio of odu-t id$as to t#$ -$atio of goods ad s$;i-$s t#at satisf"

-osu=$s w#il$ =akig a ofit fo t#$ -o=a".

ow$;$, t#$ iflu$-$ of =ak$tig t$-#i


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oft$ t#a ot $du-$d Bust to its s$llig fu-tio, +$$tt D1988*54E d$fi$s it as t#$ o-$ss

of laig


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ad $A$-utig t#$ -o-$tio, i-ig, o=otio, ad disti@utio of id$as, goods, ad

s$;i-$s to -$at$ $A-#ag$s t#at satisf" idi;idual D-usto=$E ad ogaizatioal o@B$-ti;$s.G

T#is d$fiitio w#il$ $lati;$l" -o=l$A to a$#$d si=l" d$i-ts =ak$tig as w#at it isC

a @oad ag$ of stat$gi$s ad a-ti;iti$s uot$d wit# t#$ sol$ o@B$-ti;$ of fidig ad

atta-tig $w -usto=$s as w$ll as k$$ig ad gowig $Aistig -usto=$s @" d$li;$ig

satisfa-tio D(otl$ H !=stog, 2016*1E.

M-ai$l D2006*52E fut#$=o$ st$ss$s t#at =ak$tig is ot Bust ad;$tisigG @ut

$;$"t#ig fo= iitial @usi$ss -o-$ts to t#$ d$li;$" of odu-ts ad s$;i-$s. )u=a

D2009*5E adds t#at =ak$tig is a =$as of id$tif"ig ad =$$tig $$ds ofita@l"G

ad it la"s a iflu$tial ol$ i $taiig -u$t -usto=$s, as w$ll as i atta-tig ad

wiig $w o$s.. %;$ t#oug# =ak$tig is -u-ial to @usi$ss$s, w#$ @udg$ts g$t tig#t,

ow$s atioaliz$ ad -ut@a-k i =ak$tig @" i=l$=$tig littl$ o o -ost =ak$tig

stat$gi$s DM-ai$l, 2006*52E.

2.2 M/OT!&)% !& +%&%FTS OF M!(%T& & %' SM!

+S&%SS%S

Mak$tig is $;$"t#ig ad $;$"t#ig is =ak$tigG DM-($a, 1991* 68E. T#is ass$tio,

t#oug#


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2.3 T'/%S OF &O O O )OST M!(%T& T%)&%S FO SM!

+S&%SS%S

!ft$ $sta@lis#ig t#$ i=ota-$ ad @$$fits of =ak$tig i s=all @usi$ss$s, it is

$-$ssa" to id$tif" t#$ t"$s of o o low -ost =ak$tig t$-#i


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2.3.5 Follow:u !d;$tisig

F$" D2003*1E @$li$;$s t#at a good follow u =ak$tig s"st$= s#ould @$ s"st$=ati-C =$aig

t#at t#$ follow u o-$ss is do$ i a si=ila =a$ $;$" ti=$, -osist$tC t#$$@" "i$ldig

$di-ta@l$ $sults ad it s#ould $


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4


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o -ost =ak$tig t$-#i


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I*,e.*e,

Ma.e,i*g3.83 4.17 4.00 2.67 3.83 1 3.25

M/',e./

S4)((e.'2.80 3.60 4.00 3.0 2.4 1 2.8

3.2.1.1 Fl"$s

$sod$t ad F s-o$ a =$a of 1, w#i-# idi-at$s t#at t#$ $sod$ts stogl" disag$$

wit# t#$ us$ of fl"$s as a =ak$tig t$-#i


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alu$ additio =a" @$ us$ful to -$at$ -usto=$ satisfa-tio fo t#is t"$ of @usi$ss.

$sod$t ) idi-at$s a stog disag$$=$t ad t#us #as t#$ low$st =$a s-o$. t =a" @$

diffi-ult fo t#$ $sod$t to adot a ;alu$ addig t$-#i


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t is ossi@l$ t#at t#$ $sod$t is at of t#$ s$t of $ol$ w#o #a;$ ot adat$d to $w

t$-#ologi-al ad;a-$=$ts.

3.2.1.8 M"st$" s#oig

$sod$t F stogl" disag$$s wit# t#$ us$ of ="st$" s#oig. Si-$ t#is =ak$tig

t$-#i


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2 of t#$ 6 $sod$ts idi-at$ t#at t#$" #a;$ $;$ =ad$ us$ of ost$s as a =ak$tig tool.

!$Au$ ) illustat$s t#at @ot# $sod$tsI D! ad +E @usi$ss$s a$ lo-at$d i a s#oig

-o=l$A ad t#$" @ot# o;id$ -at$ig s$;i-$s. t is ossi@l$ t#at t#$" do ot $


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The empirical research confirms to a reasonable extent findings from the literature

study. Businesses in the elson !andela Bay ma"e use of the mar"eting tools

discussed in the literature. #lthough some do not generally agree $ith the use of

mar"eting techni%ues because of the business sectors they operate in& others do not

ma"e use of certain mar"eting tools because they do not increase business gro$th.

The empirical study also confirms a relationship bet$een the use of these mar"eting

techni%ues and business success.

Therefore& lo$ or no cost mar"eting techni%ues do in fact influence business

performance as seen from the study abo'e. (osters& 'alue additions and internet

mar"eting are regarded as the most effecti'e mar"eting techni%ues in gro$ing the

customer base of a small business. )t is recommended that small businesses should

create an online platform either through social media such as *aceboo" or through a

$ebsite. The research abo'e sho$s that an online presence dra$s more traffic

to$ards a small business.

+,


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LIST OF REFERENCES

+ak$, +. 2013. 10 !ffoda@l$ S=all +usi$ss Mak$tig Stat$gi$s. Small Business

Computing , KOli$L. !;aila@l$*

#tt*www.s=all@usi$ss-o=utig.-o=&$wsMak$tig10:affoda@l$:s=all:

@usi$ss:=ak$tig:stat$gi$s.#t=l K!--$ss$d 14 !il 2016L.

+$atti$, !. 2016. 7 /oula Mak$tig T$-#i


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Ta$ , ?. F. H a"=od, M.!. 2012. Marketing !rinciples. 2d %ditio. as#igto .)*

Flat old (owl$dg$.

++


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@oa;i-ius, S. H ik-ius, . 2008. =ota-$ of Mak$tig !-ti;iti$s i a )o=a"* T#$

Maag$=$t /$s$-ti;$. Ekonomika. volume 83, . 42.

a d$ M$$, &. 2010. T#$ =ota-$ of )o=$titi;$ !d;atag$. S#a$$t, KOli$L.

!;aila@l$*#tt*www.s#a$$t.-o.za=ak$t;i$wsati-l$T#$N=ota-$NofN)o=

$titi;$N!d;atag$1650 K!--$ss$d 20 !il 2016L.

ilso, !. M. D1991E. T#$ ol$ of ="st$" s#oig i t#$ =$asu$=$t of s$;i-$

$fo=a-$. Managing Service /ualit": An International %ournal , ;olu=$ 8, 6, .

414:420.

+2

http://www.sharenet.co.za/marketviews/article/The_Importance_of_Competitive_Advantage/1650http://www.sharenet.co.za/marketviews/article/The_Importance_of_Competitive_Advantage/1650http://www.sharenet.co.za/marketviews/article/The_Importance_of_Competitive_Advantage/1650http://www.sharenet.co.za/marketviews/article/The_Importance_of_Competitive_Advantage/1650


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A**e70.e C

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La*g0age iSi#osa iSi#osa %glis# iSi#osa %glis# %glis#

Ma.i,a& ',a,0' =ai$d =ai$d Mai$d =ai$d Mai$d Mai$d

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A**e70.e D

Ta%&e 2* +usi$ss /$fo=a-$

Re'()*+e*, A B C D E F A-e.ageI*5.ea'e' 'a&e'

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A**e70.e E

Marteting Tools rating as perceived by the respondent

A B C D E F

Fig0.e 1$ atig of $a-# =ak$tig tool as $-$i;$d @" t#$ $sod$ts

Fig0.e 2* Mak$tig Tool atig $sults


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Flyers; 10%

Posters; 18%

Value additions; 14%

Referral networks; 14%

Follow up advertising; 10%

Cold calling; %

!nternet "arketing; 1#%

$ystery soppers; 11%

"arketing tool rating results

T#$ @a ga# ad i$ -#at a@o;$ gi;$ a ga#i-al illustatio of t#$ d$g$$ of awa$$ss ad

usag$ of $a-# $sod$t to t#$ =ak$tig t$-#i

importance of no or low cost marketing techniques

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