dc.contributor.advisor | van de Byl Smuts, Michael | |
dc.contributor.author | Venter, J | |
dc.date.accessioned | 2021-02-12T09:44:56Z | |
dc.date.available | 2021-02-12T09:44:56Z | |
dc.date.issued | 1982 | |
dc.identifier.uri | http://hdl.handle.net/11394/7812 | |
dc.description | Doctor Educationis | en_US |
dc.description.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. | en_US |
dc.language.iso | en | en_US |
dc.publisher | University of the Western Cape | en_US |
dc.subject | Pricing policies | en_US |
dc.subject | Marketing strengths | en_US |
dc.subject | Target market | en_US |
dc.subject | Marketing | en_US |
dc.subject | Economy | en_US |
dc.title | The application of the marketing concept to independent radio and appliance retail | en_US |
dc.rights.holder | University of the Western Cape | en_US |