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To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization.

A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands.

Clear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly regarding brand identity development, use of foreign sales subsidiaries and number and types of brands used. The authors find an interaction effect between product characteristics and host market levels of economic development, both of which influenced the degree of product standardization.

This study is the first attempt to uncover the branding strategies of NIE consumer-goods SMEs. The findings contribute to the field by extending our understanding of branding strategies used by consumer-goods SMEs from NIEs, thereby providing useful insight for other NIE enterprises when establishing branding strategies aimed at foreign markets.

The paper aims to devote itself to the researching of the changes in firm efficiency in consumer goods industry under the political changes and tightening of competition. This study has for an objective the estimation of the consequences of changes in policy on firm efficiency and the development the ways of improving of the efficiency of both separate firms and the whole industries.

The industrial efficiency is measured by data envelopment analysis (DEA). The change of efficiency by reason of political events during 2004/2005 is evaluated by the Malmquist total factor productivity index. Some firm attributes are examined for their impact on efficiency. They are firm size, regional location and property category. The results are based on a sample of 336 Ukrainian firms of consumer goods industry.

Sharp socio‐oriented reforms that promoted the rise of public welfare, led to many negative economic trends. But the impact of political changes on industrial efficiency was multivalued. The political changes had positive influence on efficiency of beverages and food industry and negative on light industry efficiency. The manufacture of food, textiles, wearing apparel and leather products is among the lowest efficient industrial activities in Ukraine and need to be improved. The empirical results reveal the influence of firm size, regional location and property category on firm efficiency.

The research is limited by three main consumer goods industries and by relatively short data set. The former explains that they are the most socio‐oriented industries and kindle researcher interest under the changes of socio‐economic policy. To the latter belong high requirements to the data and necessity to avoid the data errors in DEA. Therefore the input‐output data, reliability of those are proved by the audit reports, are considered here.

The paper examines the impact of sharp political changes on industrial efficiency. Through the results of the analysis the recommendations for the decision making for the purpose of efficiency‐improving in the consumer goods industry of Ukraine were formulated.

This is the first paper that adopts DEA for measuring of efficiency in consumer goods industries of Ukraine under political changes.

Discusses factors affecting marketing‐sales co‐ordination requirements at consumers goods firms, what some firms are doing to encourage better interaction between these groups, the strengths and vulnerabilities of these organisational initiatives, and the managerial implications. Reports in a cross‐section of consumer product categories sold through retail and wholesale customers in different classes‐of‐trade.

Provides insight into the credit offerings of manufacturers via an analysis of data which are unique in several ways. Focuses specifically on the dimensions of the credit package supplied to customers for consumer and industrial goods in both domestic and export markets in the USA and the UK. Offers an analytical model for use in improving credit policy. Concludes first that, bi‐nationally, consumer goods firms tend to be more generous than industrial goods sellers, except in the matter of maximum credit duration; and second, that UK firms are more generous than their US counterparts in export markets.

The purpose of this paper is to examine the influence of earnings persistence and earnings power on equity valuation.

The purposive sampling method was applied to determine the samples of selected 100 firms. This study employed secondary data obtained from the annual reports and financial statements of consumer goods firms listed on the Indonesian Stock Exchange for the period 2010–2014. The analysis technique used a multiple regression analysis.

The study result shows that, partially, earnings persistence and earnings power affect equity valuation by investors. Earnings persistence has a negative influence, whereas earnings power has a positive influence on equity valuation.

This study throws additional lights on equity valuation specific to consumer goods industries.

The purpose of this paper is to investigate investor herding behaviour and the effect of presidential elections on investor herding behaviour in African stock markets at the sector level.

The study segregates listed firms into financial, consumer goods, consumer services and basic materials sectors and uses the cross-sectional absolute deviation approach as a metric of detecting herding in each of the sectors. The authors extend the model to tease out the effect of presidential elections on investor herding behaviour.

The study reveals that sectoral differences are fundamental to the evolution of herding. Herding is prominent in a financial services sector dominated by banks. The phenomenon also prevails in markets with smaller consumer goods and services sectors. A post-presidential election effect on investor herding is found for the consumer goods and services sectors of Ghana and a pre-presidential election effect is documented in Nigeria's consumer services sector. The authors conclude that post-presidential election effect is as a result of political connections whilst a pre-presidential election effect is attributable to political business cycles.

The study is based on four African countries due to data constraints. Nonetheless, the study is the first in Africa to the best of the authors' knowledge, and the results are very solid and have a lot of practical and policy implications.

The study has implications for investors as it guides investment behaviour in pre- and post-presidential election periods.

Past studies on investor herding behaviour in African stock markets have largely concentrated on the aggregate market. Knowledge on sectoral differences in investor herding is almost non-existent for African stock markets. Furthermore, premised on the fact that stock markets react to presidential elections, there is no known study that have attempted to examine the effect of presidential elections on investor herding behaviour. This paper contributes to the literature by providing evidence on sectoral differences in investor herding behaviour and the effect of presidential elections on sectoral herding behaviour.

The purpose of this paper is to explore the interrelationship between macroeconomic factors, firm characteristics and financial performance of quoted manufacturing firms in Nigeria. Specifically, the study investigates the effect of interest rate, inflation rate, exchange rate and the gross domestic product (GDP) growth rate, while the firm characteristics were size, leverage and liquidity. The dependent variable financial performance is measured as return on assets (ROA).

The study used the ex post facto research design. The population comprised all quoted manufacturing firms on the Nigerian Stock Exchange. The sample was restricted to companies in the consumer goods sector, selected using non-probability sampling method. The study used multiple linear regression as the method of validating the hypotheses.

The study finds no significant effect for interest rate and exchange rate, but a significant effect for inflation rate and GDP growth rate on ROA. Second, the firm characteristics showed that firm size, leverage and liquidity were significant.

The study has implications for regulators and policy makers in formulating policy decisions. In addition, managers may better understand the interplay between macroeconomic factors, firm characteristics and profitability of firms.

Few studies have addressed the interplay of macroeconomic factors and firm characteristics in determining the profitability of manufacturing firms in the country and developing countries in general.

Data collected from 202 large and 92 small consumer goods manufacturing firms were analysed to examine the perceptions and experiences of these companies with test marketing as part of their new product development strategy. Seventy six per cent of the large companies and twenty four per cent of the small firms in the study test marketed their new products before full‐scale introduction. Chi‐square analysis indicated a relationship between firm size, type of business/industry, the scope of marketing operations, and whether the firm conducted test marketing or not. Cost, time constraints, and the generic nature of the product were the most prominent reasons cited by all firms for not conducting test marketing. In addition, small firms cited their size as amajor reason they did not engage in test marketing.