Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa
Dissertation (DCom)--University of Pretoria, 2003.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Published: |
University of Pretoria
2013
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613583569846272 |
|---|---|
| access_status_str | Open Access |
| author2 | Du Plessis, P.J. |
| author_browse | Du Plessis, P.J. |
| author_facet | Du Plessis, P.J. |
| collection | Thesis |
| dc_rights_str_mv | © 2001, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (DCom)--University of Pretoria, 2003. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/25485 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:38:27.571Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/25485 An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa Du Plessis, P.J. fherbst@hakuna.up.ac.za Herbst, F.J. (Frederick Jacobus) Small organisations South Africa Dealer organisations Marketing theory Small manufacturing Marketing decision-making instrument Expanded marketing mix Plc Product life cycle UCTD Dissertation (DCom)--University of Pretoria, 2003. 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. Marketing Management DCom Unrestricted 2013-09-06T21:47:52Z 2002-06-26 2013-09-06T21:47:52Z 2001-11-30 2003-06-26 2002-06-13 Dissertation Herbst, F(J 2003-06-26, An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa, DCom Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/25485> http://hdl.handle.net/2263/25485 http://upetd.up.ac.za/thesis/available/etd-06132002-085415/ © 2001, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf University of Pretoria |
| spellingShingle | Small organisations South Africa Dealer organisations Marketing theory Small manufacturing Marketing decision-making instrument Expanded marketing mix Plc Product life cycle UCTD An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa |
| title | An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa |
| title_full | An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa |
| title_fullStr | An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa |
| title_full_unstemmed | An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa |
| title_short | An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in Africa |
| title_sort | investigation of the product life cycle concept as an instrument in marketing decision making for selected small organisations in africa |
| topic | Small organisations South Africa Dealer organisations Marketing theory Small manufacturing Marketing decision-making instrument Expanded marketing mix Plc Product life cycle UCTD |
| url | http://hdl.handle.net/2263/25485 http://upetd.up.ac.za/thesis/available/etd-06132002-085415/ |