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Summary Marketing and branding
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Summary of grade 12 NSC Business Studies chapter 7
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MARKETINGManagement process that is responsible for identifying, anticipating and satisfying the
needs of customers for profit. A business that ignores customers’ needs will not succeed.
7P’s of Marketing
The success of marketing depends on successfully addressing a number of critical key issues
which are addressed when looking at the 7P’s.
Traditionally company only looks at: product, price, place and promotion.
Marketing as a discipline has become more competitive and the consumer more
sophisticated, so companies have added: people, process and physical evidence.
Product
› Business should provide the product customers are willing to buy.
› The product should add value to the customer.
› Customers should be able to recognise a product buy its packaging.
Price
› Products and services are only worth what potential consumers are willing to pay for
them.
› Price needs to provide business with a profit.
Place
› This is where the consumer will buy the product, there must also be convenient and
effective distribution to this place.
Promotion
› This is the way the business communicates what it does and has on offer to the
consumer.
People
› Includes founders, employees and customer service.
Process
› Deals with service delivery and complaints.
Physical evidence
› Relates to user stories, recommendations and office premises.
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, Consumer Protection Act (CPA)
The act is based on the fairness and equality of all consumers and provides with a greater
level of protection from providers of goods and services.
The act promotes a fair, accessible and sustainable marketplace for consumer product and
services and responsible consumer behaviour.
It prohibits the use of unfair marketing practices in the marketplace.
Lays down laws relating to transactions and agreements.
The National Consumers Commission investigates consumer complaints
The National Consumer Tribunal adjudicates violations and transgressions on the act.
Fundamental rights of the consumer under this act include the:
› Right to equality › Right to fair and honest dealings
› Right to choose › Right to fair, just and reasonable
› Right to privacy Ts & Cs
› Right to disclosure of information › Right to fair value, good quality
› Right to fair and responsible and safety
marketing Right to hold suppliers accountable
Franchise Marketing
Most franchisors (owner of concept) have a comprehensive marketing plan in place for the
overall franchise.
Franchisees (outlet owner) receive an outline of that marketing plan.
Many franchisees are permitted and encouraged to perform their own local marketing
initiatives but approval is necessary.
It is important that franchisees know and understand the type of customers and their
specific needs in their communities to make a successful marketing plan to generate income
for the business.
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