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A marketing framework to enhance healthcare professionals' prescription for specialised infant formula

  • Authors: Jordaan, Josina Hermeine
  • Date: 2016
  • Subjects: Marketing , Infant formulas , Medicine -- Formulae, receipts, prescriptions
  • Language: English
  • Type: Thesis , Masters , MBA
  • Identifier: http://hdl.handle.net/10948/8340 , vital:26346
  • Description: The marketing of infant feeding products is almost impossible as the infant nutrition industry is highly regulated. Despite operating under strict regulations, the infant formula manufacturing companies still generate high revenues on an annual basis. The infant formula manufacturing industry operates under a value chain which can be broken down into six sequential steps. These steps are: (1) Translational science; (2) Product development; (3) Clinical research; (4) Product notification; (5) Reimbursement granting and (6) Product marketing. Medical nutrition companies aspire to understand product requirements of healthcare professionals and medical representatives. This is to enable direct investment to acquire market share without wasting resources. The medical nutrition industry currently makes use of medical representatives to execute product marketing. Manufacturing companies invest a lot of money into developing their products, employing and training medical representatives and trust that this will be enough to persuade healthcare professionals to recommend their products to parents. This study analyses the main contributing factors that enhance prescription of specialised infant formula by healthcare professionals. This study was conducted in a positivistic paradigm by making use of a quantitative approach. Healthcare professionals from Port Elizabeth, working with paediatric patients were included in this study. The healthcare professionals were chosen by a convenience sampling method and were then interviewed. The empirical interview results were substantiated with the interpretive findings which were in the form of verbatim statements extracted directly from the research questionnaire. Linkage between the dependable variable (prescription) and independent variables (manufacturing company; product composition; cost of product; medical representative and peers) were established and analysed. The research revealed that prescription behaviour is an important construct which can be measured in medical practices. Prescription behaviour is correlated with positive business and medical outcomes and manufacturing companies are able to exert influence over it through the identified variables. Of these variables, efficacy of vii a product, trusted manufacturing company and the medical representatives were found to have direct and significant effects. Healthcare professionals tend to prescribe a specialised infant formula if they have seen results and trust the outcome of the product. It is advisable for manufacturing companies to exert great effort before appointing a medical representative, to make sure that the right candidate represents the face of the company.
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  • Date Issued: 2016

An investigation of the criteria that create optimum tenant mix synergy in shopping centres

  • Authors: De Villiers, Garth Elroy
  • Date: 2013
  • Subjects: Retail trade , Shopping centers , Marketing
  • Language: English
  • Type: Thesis , Masters , MBA
  • Identifier: vital:8756 , http://hdl.handle.net/10948/d1011658 , Retail trade , Shopping centers , Marketing
  • Description: The shopping centre has evolved into an integral part of modern day society. New generations especially are unable to imagine a world without shopping centres. In 2008 a world wide economic down turn emphasized the competition to attract a buying market to shopping centres, some centres thrived and some centres struggled. The need to understand what creates these different responses to highly competitive scenarios is discussed in this study, with particular attention given to the tenant mix that exists in different shopping centres. Criteria that determine an optimum tenant mix are examined and the constraining factors are discussed. A literature review of shopping centres is discussed and the evolution of the shopping centre to our current day understanding of the term shopping centre is examined. Accepted definitions and categorisations of shopping centres along with a brief history of the shopping centre, as revealed by the literature, is presented. To create a tenant mix the body of tenants needs to be divided into sub- categories and various ways to achieve this are examined. The objectives of this study are to determine what strategic approaches to managing the tenant mix exists in the literature and what factors determine the formulation of this mix. Furthermore the study examines to what extent these or other strategic approaches are used in practice and finally makes recommendations to promote the optimum tenant mix in shopping centres. A literature review was conducted to determine what the theory reveals about the shopping centre industry. This was followed by an empirical survey conducted in the Port Elizabeth area of the Nelson Mandela Metropole. Finally the findings and theory were compared to make conclusions and suggest recommendation to achieve synergy in shopping centres through a optimum tenant mix.
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  • Date Issued: 2013

SANLiC 2013 Workshop : Ever Evolving Ebooks

Constraints to students' participation in sport on a formalised level: implications for marketers

  • Authors: Halforty, Gail Avril
  • Date: 2012
  • Subjects: Sports -- Physiological aspects , Marketing
  • Language: English
  • Type: Thesis , Masters , MTech
  • Identifier: vital:9370 , http://hdl.handle.net/10948/d1012120 , Sports -- Physiological aspects , Marketing
  • Description: The rate of obesity has risen dramatically over recent years and is an epidemic in many countries. School pupils and university students are no exception to this. The negative effects physically, mentally and emotionally of being overweight are detrimental to one’s quality of life. It is therefore critical to encourage pupils and students to participate in physical activity. Formalised sport is a key component of encouraging physical activity. The habits learnt in childhood and early adulthood are often carried through for the rest of one’s life. The benefits of participating in sport need to be promoted extensively to the students, as research has shown students that participate in sport are not only healthier but achieve better academic results. This study examined the constraints to students’ participation in formalised sport. The empirical data was collected by means of a survey, using self-administered questionnaires distributed to students on the three Summerstrand campuses at the Nelson Mandela Metropolitan University in Port Elizabeth. Two hundred and eighty three usable questionnaires were received. Time and scheduling was found to be the most constraining factor to participation in sport. I am too busy with my university studies attracted the highest mean score of all the items on the questionnaire. It is recommended that: • sport organisers at NMMU emphasise to the students the benefits of regular participation in physical activity; • the effectiveness of the current NMMU sport programmes and accessibility be further investigated as only 18 per cent of the students in 2011 were participating in sport programmes at NMMU; • time management skills be taught to the NMMU students as the Time and scheduling constraint was the most profound constraint to participation in formalised sport; • NMMU academic staff work more closely with the staff at the University Sport Bureau to promote regular sport participation and to disseminate sport related information that could promote being more actively involved in sport; and • relevant introductory sport programmes and more internal leagues be offered, that gently introduce various sport codes to the students.
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  • Date Issued: 2012

Difficulties experienced by small business managers in marketing their businesses

  • Authors: Kpalou, Jean-Yves Gaba
  • Date: 2012
  • Subjects: Marketing , Small business
  • Language: English
  • Type: Thesis , Masters , MTech
  • Identifier: vital:9016 , http://hdl.handle.net/10948/d1018635
  • Description: The small business sector in today‘s world is considered seriously by researchers, scholars, policy-makers and governments as an important answer in addressing problems of unemployment, poverty alleviation, and redistribution of wealth. Promoting and encouraging the development of the small business sector is without any doubt a key factor for economic growth. However, this sector faced a high rate of businesses failure due to the many challenges among them, for example, the lack of marketing strategy and implementation in the conduct of the business. Several researches show the important role of marketing in a business but unfortunately it is still not a strong component in many organisations especially within the small business sector.For this reason the aim of this study was to investigate the difficulties experienced by small business managers in marketing their businesses. Taking the aim of this study into consideration, the primary objectives were to firstly look at the practice of marketing in small businesses and secondly to identify the difficulties of marketing experienced by small business managers.The literature study provided a brief overview of the small business sector, followed by a presentation of the practice of marketing in an organisation especially within small business enterprises. Moreover a discussion of the difficulties experienced by small business managers in marketing their businesses was also addressed through the literature review. The literature classified those difficulties into two types; (a)internal factors (lack of marketing planning and strategy, cost of marketing, lack of marketing expertise, perception of marketing) and (b) external factors (lack of knowledge of the market environment).The empirical study was conducted to evaluate the practice of marketing in small businesses and to see what marketing difficulties were experienced by small business owners and/or managers. Data were collected by means of a survey, using a questionnaire. Respondents were identified using the snowball sampling technique through the database of the Nelson Mandela Bay Chamber of Commerce. The data gathered from 67 usable questionnaires were analysed and interpreted. The results of the empirical study revealed that the biggest problems experienced by small business managers in the sample were the heavy cost of marketing followed by the lack of marketing expertise and finally the lack of marketing segmentation strategy. This study contributes to the enhancement of the literature on small business marketing with a focus on the difficulties experienced by owners and/or managers in implementing marketing. As a result this study presents recommendations and suggestions to assist managers in marketing their businesses.
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  • Date Issued: 2012

An assessment of the practice of public relations practitioners in marketing the corporate image in selected organisations

  • Authors: Lukusa, Adolphine Cama
  • Date: 2009
  • Subjects: Public relations -- South Africa -- Port Elizabeth , Corporate image , Marketing , Professions -- Marketing
  • Language: English
  • Type: Thesis , Masters , MA
  • Identifier: vital:8394 , http://hdl.handle.net/10948/1002 , http://hdl.handle.net/10948/d1009562 , Public relations -- South Africa -- Port Elizabeth , Corporate image , Marketing , Professions -- Marketing
  • Description: The profession of public relations has suffered negative associations and connotations as far as its role and practice are concerned. Alongside these, there are theories put forward within the field suggesting ways that could be used to assist public relations practitioners to become more successful in serving their organisations, marketing their organisation’s corporate image as well as reversing public relations’ negative legacy which has long existed as suggested by Steyn and Puth. This treatise argues that the real situation of the practice of public relations, its roles and the successes of PR practitioners in marketing the corporate image of their organisation might differ from what theories proposed. Thus this study seeks and intends to correlate what has been theorized with current practice in the profession. In addition, this study reflects and corroborates public relations practitioners’ roles in marketing the corporate image of organisations within the proposed new strategic role and through the existing traditional roles as compared to theory. Finally, this study also helps establish required changes to the traditional roles of the practitioners with the aim of reflecting the current situations in the existing selected organisations. In order to achieve the objectives of this study, the views and perceptions of public relations practitioners and managers of selected organisations were examined through a survey by questionnaire. This data was then analysed to determine their roles in marketing the corporate image of organisations in terms of the new strategic role and through the existing traditional roles as compared to theory. The sample included public relations practitioners and chief executive officers of Goodyear Tyre and Rubber Holdings (Pty) Ltd , Nelson Mandela Bay Municipality and Transnet National Ports Authority. The findings seem to support the hypotheses of the study in concluding that: The strategic roles identified in theory such as the solution around the myth and allegory of success in the practice and profession of public relations might not be realised in current practice, and Public relations practitioners’ effectiveness in marketing the corporate image of their organisations is affected by the way their roles are perceived within organisations. It is the hope of the researcher that, the findings of this investigation will set foundations for further research on the assessment and estimation of the practice of the public relations practitioners in marketing the corporate image of organisations.
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  • Date Issued: 2009

An analysis of the potential for the marketing of ostrich meat in S.A

  • Authors: Wessels, Philippus Lodewikus
  • Date: 2003
  • Subjects: Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
  • Language: English
  • Type: Thesis , Masters , MBA
  • Identifier: vital:10930 , http://hdl.handle.net/10948/202 , Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
  • Description: The research program addressed in this study was to do an analysis of the potentials of the marketing of ostrich meat in the South African market. Being the world leader in the ostrich industry, the research’s emphasis was to establish reasons why the meat industry does not explore the South African meat market. To achieve this object, a literature study to determine the key components of the current situation was undertaken and used as a theoretical model to analyse the current situation in the market as well as in the ostrich industry. In addition to the literature study, an empirical study was conducted to identify some critical issues that have an influence on the potential of the domestic market. The survey method used, based on the key components gained from the literature study, consisted of an in-depth scan of the macro-environment and thorough investigation of the target industry. The investigation involved using the Internet and World Wide Web, print media, personal interviews and telephonic interviews. The result of the literature study was finally combined with the results of the empirical study and some recommendations were made. The recommendations were applicable to the ostrich industry in so far that implementing some plans for the meat industry can have serious consequences for the other products of the ostrich industry
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  • Date Issued: 2003

Building blocks of marketing strategy for targeting local biltong hunters: an evaluation

  • Authors: Van Eyk, Marlé
  • Date: 2003
  • Subjects: Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
  • Language: English
  • Type: Thesis , Masters , MTech (Marketing)
  • Identifier: vital:10770 , http://hdl.handle.net/10948/207 , Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
  • Description: Game ranch owners are spoilt by the high prices overseas hunters are prepared to pay, and tend to forget that in the long term it is the local market that may ensure the survival of the game industry. More effort should therefore be put into marketing hunting opportunities for the local hunter. This research focused on analysing the typical building blocks of marketing strategy applicable to service organizations. This was done to determine and evaluate the building blocks of marketing strategy applicable to game ranches in the Eastern Cape Province who are targeting local biltong hunters. A literature review was conducted to determine the ideal building blocks of marketing strategy for service organizations such as game ranches. Thereafter, a survey was conducted by means of a questionnaire to determine the ranchers' perceptions of marketing and evaluate their marketing strategies. Most of the respondents: had a fair idea of what marketing entails; were unaware of the thread that links customer expectations, satisfaction and loyalty; realized the importance of relationship marketing with external markets, but not with internal markets; perceived direct competition as their biggest threat, while other travel opportunities were seen as the most important substitute for hunting; mainly positioned themselves based on the features the ranch offered, and believed that the standard of service delivery and physical features of the ranch (the nature of the offering) were their important competitive advantages. The study proposes that the framework of building blocks of marketing strategy, designed by the researcher be used as a tool with which marketing strategies for game ranches in the Eastern Cape Province targeting local biltong hunters could be developed. Additional research on topics such as advertising and the various market opportunity strategies of diversification and product development, could lead to improvement and modification of this framework, making it an even more powerful tool in developing marketing strategies.
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  • Date Issued: 2003
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