HCBE Faculty Articles

Title

The Marketing Orientation of South African Industrial Companies

Document Type

Article

Date

6-1984

Publication Title

South African Journal of Business Management

ISSN or ISBN

2078-5585

Volume

15

Issue

2

First Page

116

Last Page

120

Description

The main objective of this article is to establish whether the top industrial companies in South Africa have become marketing orientated during the last ten years or so. A study was undertaken amongst 44 of the top hundred companies in South Africa during 1983. The study found that South African industrial companies certainly have become more marketing orientated. The 'average' Industrial company has a marketing department. It's marketing executive sits on the board of directors. He/she has a bachelors degree and over ten years experience. He/she has a limited financial role in the organization but has a large production planning role. He/she normally has the sales executive reporting to him. The most important tasks of the marketing function are advertising, public relations, pricing and selling.

Die hoofdoelstelling van hierdie artikel is om vas te stel of belangrike industriele maatskappye in Suid-Afrika meer markbewus geword het oor die laaste dekade of meer. Hierdie studie behels 'n opname binne 44 van die top honderd industriele maatskappye in Suid-Afrika gedurende 1983. Die studie het gevind dat Suid-Afrikaanse industriele maatskappye beslis meer markbewus geword het. Die 'gemiddelde' industriele maatskappy het 'n bemarkingsdepartement. Die bestuurder van die departement het sitting in die Raad van Direkteure. Hy of sy beskik gewoonlik oor 'n baccalaureusgraad en tien jaar ondervinding. Hy/sy het 'n beperkte finansiele rol binne die maatskappy, dog 'n belangrike produksiebeplanningsfunksie. Hy/sy het gewoonlik 'n verkoopsbestuurder wat aan hom/haar rapporteer. Die belangrikste take van hierdie bemarkingsfunksie is advertensies, openbare verhoudinge, prys- en verkoopsbestuur.

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