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    The application of the marketing concept to independent radio and appliance retail

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    Smuts, Michael van der Byl_The application of the_30001003840628.pdf (9.941Mb)
    Date
    1982
    Author
    Venter, J
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    Abstract
    Independent Radio and Appliance retailers face very strong competition from chain groups, discounters and hypermarkets. These organisations rely on bulk-buying and negotiated deals to elicit favourable terms from suppl iers. Due to the volume of their turnover they can afford to work on lower profi t margins than the independent operator. Large marketing organisations also benefit from economi es of seal e in adverti si ng and promoti ons. In short the 1arge groups have a di fferenti al advantage over the small er i ndependents i n that thei r cost of sales and overhead structure is generally lower. The purpose of this study is to develop a marketing strategy for independent radio and appliance retailers which will enable them to survive, grow and trade profitably under current highly competitive conditions.
    URI
    http://hdl.handle.net/11394/7812
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    • Magister Commercii - MCom (Economics)

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