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\author{Gomolemo Ralepeli}
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  /Title (introduction-to-marketing-south-africa.pdf)
  /Creator (Cheatography)
  /Author (Gomolemo Ralepeli)
  /Subject (Introduction to Marketing (South Africa) Cheat Sheet)
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    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{Introduction to Marketing (South Africa) Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{Gomolemo Ralepeli} via \textcolor{DarkBackground}{\uline{cheatography.com/163284/cs/34723/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}Gomolemo Ralepeli \\
  \uline{cheatography.com/gomolemo-ralepeli} \\
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Not Yet Published.\\
   Updated 4th December, 2022.\\
   Page {\thepage} of \pageref{LastPage}.
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  \vspace{-5pt}
  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Introduction to Marketing}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{{\bf{WHAT IS MARKETING}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{1. How to communicate \& advertise your product to your target market (niche market)/chose customer base.} \tn 
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% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{2. Was known as a philosophy that stressed satisfying the needs \& wants of consumers \& building \& maintaining long-term relationships with consumers and stakeholders to achieve {\bf{loyalty}}. Loyalty is important as it means guaranteed income \& its cheaper to maintain existing customers than to advertise to new customers.} \tn 
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% Row 3
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\mymulticolumn{1}{x{5.377cm}}{3. Process by which organizations {\bf{add/create value}} for customers in the form of goods \& services and continuously satisfying these needs \& wants.} \tn 
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% Row 4
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\mymulticolumn{1}{x{5.377cm}}{4. Marketing is the delivery of customer satisfaction at a profit. {\bf{Goals= attract new customers by promising superior value \& keep and grow current customers by delivering satisfaction.}}} \tn 
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% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{5. {\bf{Dr Phillip Kotler Definition:}} {\emph{A social \& managerial process whereby individuals and groups obtain what they want through creating \& exchanging products \& values with others.}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{MARKETING PROCESS}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{1. Customers needs are identified {\bf{(includes potential customers).}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{2. Develop product/service that will address customer needs} \tn 
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\mymulticolumn{1}{x{5.377cm}}{3. Communicate the value of the product/service to potential customers} \tn 
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% Row 10
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\mymulticolumn{1}{x{5.377cm}}{4. Customers urged to purchase the product/service at a certain price to satisfy their needs/wants} \tn 
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Introduction to Marketing (cont)}}  \tn
% Row 11
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\mymulticolumn{1}{x{5.377cm}}{5. Relationship with customer is initiated once a sale has been made \& the customer is satisfied. {\bf{The relationship must be maintained.}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{MARKETING MANAGEMENT PHILOSOPHIES}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{\textasciitilde{}production/product orientation:}} focus on internal capabilities, not external requirements of customers.} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{\textasciitilde{}sales orientation:}} aggressive sales techniques with an emphasis on needs of sellers not the buyer.} \tn 
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% Row 15
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\mymulticolumn{1}{x{5.377cm}}{{\bf{\textasciitilde{}marketing orientation:}} satisfying customer needs as efficiently \& effectively as possible while meeting objectives. {\emph{(integrating organization's activities to satisfy customer needs \& wants. All activities must work together. What happens in one department, affects another department.)}}} \tn 
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\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Benefits that Create Value}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Functional Benefits}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Tangible benefits like reliability, speed, durability, size \& features. Usually when purchasing {\emph{cellphone or laptops}}} \tn 
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% Row 2
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Emotional Benefits}}} \tn 
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% Row 3
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\mymulticolumn{1}{x{5.377cm}}{A sense of achievement, joy, pleasure or excitement is experienced when purchasing the product or service.} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Image Benefits}}} \tn 
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% Row 5
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\mymulticolumn{1}{x{5.377cm}}{Products/services that offer value by enhancing social status \& self-image. This is usually with {\emph{luxury goods}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Social Benefits}}} \tn 
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% Row 7
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\mymulticolumn{1}{x{5.377cm}}{Usually come in the form of compliments when one is wearing something fashionable and trendy.} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Service Benefits}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Customers frequently evaluate, compare and value services such as delivery, training, maintenance and consultation when purchasing a product} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Experiential Benefits}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Sensory excitement customer feels from using the product or service} \tn 
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Exchange}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{Exchanging simply means that people give up something of value for something else they value.} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Five conditions must be present for an exchange to take place} \tn 
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\mymulticolumn{1}{x{5.377cm}}{1. There must be at least {\bf{two}} parties involved} \tn 
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\mymulticolumn{1}{x{5.377cm}}{2. Each party must have something of value} \tn 
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\mymulticolumn{1}{x{5.377cm}}{3. Each party must be free to {\bf{accept or reject}} the exchange offer} \tn 
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\mymulticolumn{1}{x{5.377cm}}{4. Each party must be willing to deal with the other party} \tn 
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\mymulticolumn{1}{x{5.377cm}}{5. Parties must be capable of communicating with each other} \tn 
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{SWOT Analysis}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Strengths}} are what the business does particularly well, that sets it apart from competitors} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Internal Environment}} - Strengths \& Weaknesses} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{External Environment}} - Opportunities \& Threats} \tn 
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Advertising Strategies}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{Contains the marketing objectives, strategies (growth strategies), target market identification, value proposition, differential advantage \& application of sub-strategies of the product, distribution, price \& marketing communication.} \tn 
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% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Market Segmentation}} is the division of the broad market into identifiable segments that display similar responses towards marketing actions.} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{4Ps - Marketing Mix}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Product}} - quality, design, features, brand name, packaging, labelling, service, guarantees} \tn 
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\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Place (Distribution)}} - different channels, transportation, outlet location, logistics, coverage, inventory} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Price}} - list price, discounts \& allowances, credit facilities, price differentials, cost \& profit} \tn 
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\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Promotion (Marketing Communication)}} - advertising, sales promotion, direct marketing, sponsorships, salespeople, publicity, public relations, digital marketing} \tn 
% Row Count 21 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{PESTLE Analysis}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{{\bf{POLITICAL}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Political Solidarity, changes in the government, legislation, government policies} \tn 
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\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{ECONOMIC}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Levels of economic growth, monetary policy \& interest rates, fiscal policy, rate of inflation, currency exchange rates} \tn 
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% Row 4
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\mymulticolumn{1}{x{5.377cm}}{{\bf{SOCIAL}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Demographic forces, cultural forces} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{TECHNOLOGICAL}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Introduction of new products/improved products \& services are provided, improvements in production process, improvements in the way markets are identified \& services are provided} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{LEGAL}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Protecting consumers \& promoting fair competition} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{NATURAL ENVIRONMENT}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Processes \& materials used to produce products} \tn 
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Maslow's Hierarchy of Needs}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Physiological Needs}}} \tn 
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% Row 1
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\mymulticolumn{1}{x{5.377cm}}{Most basic needs necessary for survival, food, water, sex \& sleep} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Safety Needs}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{Need for safety, health, shelter \& security} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Social Needs}}} \tn 
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\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Need for belonging, love, friendship \& social acceptance} \tn 
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\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Esteem Needs}}} \tn 
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\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Need for status, prestige, respect \& social standing drive motivation for luxury goods} \tn 
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\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Self-Actualization}}} \tn 
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% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Need for self-fulfillment is the highest order of motivation} \tn 
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\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{All these needs are motivate people's purchases of certain products and services. Individual actions are affected by a complex set of motives and even these individuals cannot identify what motivates them to purchase what they do.}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Consumer Adoption Process}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Risks}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Financial}} - money spent may be wasted if need is not met} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Functional}} - product may not perform according to expectations} \tn 
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\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Social}} - product may lower consumer's standing amongst contemporaries} \tn 
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\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Physical}} - product may cause harm to consumer} \tn 
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\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{The Five Stages in the Decision-making process}}} \tn 
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\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{1. Awareness:}} consumer becomes aware of product/service but has no info on it} \tn 
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% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{2. Interest:}} consumer becomes interested in product/service \& begins finding information on it} \tn 
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% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{3. Evaluation:}} based on information gathered, they decide whether or not to try the product/service} \tn 
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% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{4. Trial:}} consumer decides to try product on a limited first-buy basis, in order to improve the information on the product/service based on experience} \tn 
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% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{5. Adoption/Rejection:}} consumer either makes a full commitment  to adopt the product or rejects it} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Rogers' Innovation Adoption Model}}} \tn 
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Innovators}} - these are the more adventurous risk-taking consumers who are eager to try something new} \tn 
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\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Early Adopters}} - well educated, opinion-leaders in their communities. They take calculated risks \& are cautious even though they buy early} \tn 
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\end{tabularx}
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\vfill
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Consumer Adoption Process (cont)}}  \tn
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\mymulticolumn{1}{x{5.377cm}}{{\bf{Early Majority}} - cautious consumers who adopt product once its success has been proven} \tn 
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% Row 15
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Late Majority}} - skeptical group who only purchase product after majority has purchased it. Usually of an older demographic} \tn 
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% Row 16
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Laggards}} - this group dislikes change, are generally conservative \& suspicious of new things. Will only adopt product once it has developed its own traditional status} \tn 
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\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
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\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Organizational Buying Process}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The buying process that organizations follow is different from that of individual consumers} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{1. Businesses usually purchase products/services to fit specific business need with emphasis on economic benefits and they follow a rational decision-making process} \tn 
% Row Count 6 (+ 4)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{2. The purchasing process tends to be lengthier, more technical \& usually involves a team of people. Also they buy in large quantities and investment} \tn 
% Row Count 9 (+ 3)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{3. Impact of product failure or supply disruption can be more severe in an organizational context \& switching suppliers can be time consuming and difficult} \tn 
% Row Count 13 (+ 4)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Types of Buying}}} \tn 
% Row Count 14 (+ 1)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Straight/routine re-buy:}} regular re-orders low-risk, frequently purchased items like office supplies \& consumables.} \tn 
% Row Count 17 (+ 3)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Modified re-buy:}} arises when there is prior experience with the product but a need exists for a review or modification} \tn 
% Row Count 20 (+ 3)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{New task buying}} : product is purchased for the first time by organization. Because there is no prior experience, the number of people \& divisions involved will be greater and much more information will need to be gathered. Amount of effort put in will be proportional to the level of risk, costs and returns and may take longer to finalize} \tn 
% Row Count 27 (+ 7)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{THE PROCESS}}} \tn 
% Row Count 28 (+ 1)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{problem recognition \textgreater{} general need description \textgreater{} product specification \textgreater{} supplier search \textgreater{} proposal solicitation \textgreater{} supplier selection \textgreater{} order-routine specification \textgreater{} performance review }}} \tn 
% Row Count 32 (+ 4)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Organizational Buying Process (cont)}}  \tn
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Buying centre}} are those involved in the buying process} \tn 
% Row Count 2 (+ 2)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Initiators}} - people who recognize for the product/service and initiate the buying process} \tn 
% Row Count 4 (+ 2)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Influencers}} - those who have an influence, usually through skills \& expertise on the outcome of the decision-making process.} \tn 
% Row Count 7 (+ 3)
% Row 13
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Deciders}} - people who have formal/informal authority to decide on product specifications or the final approved suppliers} \tn 
% Row Count 10 (+ 3)
% Row 14
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Buyers}} - have final, {\emph{formal}} authority to select suppliers, negotiate with them \& conclude transactions.} \tn 
% Row Count 13 (+ 3)
% Row 15
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Gatekeepers}} - exercise control over purchasing decisions or some aspect of purchasing decisions} \tn 
% Row Count 15 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The STP Process}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Segmentation, Targeting \& Positioning 'go-to-market' process is made up of 6 steps} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{1. Identify the segmentation variables \& segment the market} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{2. Develop profiles of the segments} \tn 
% Row Count 5 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{3. Evaluate the attractiveness of each segment} \tn 
% Row Count 6 (+ 1)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{4. Select the target segments} \tn 
% Row Count 7 (+ 1)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{5. Identify possible positioning concepts for each target segment} \tn 
% Row Count 9 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{6. Select, develop \& communicate the chosen positioning concept} \tn 
% Row Count 11 (+ 2)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Segmentation:}} when you divide a group of individuals within a broad mass market into smaller groups of with similar characteristics, who are expected to have similar expectations and are seeking similar benefits from a specific product} \tn 
% Row Count 16 (+ 5)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Targeting:}} involves a careful profiling \& evaluation of each segment \& then, on the basis of specified assessment criteria, deciding which segment/segments the company should target for its products} \tn 
% Row Count 21 (+ 5)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Positioning:}} can be described as the 'position' a product holds in the mind of the consumer, relative to the offerings of competitors} \tn 
% Row Count 24 (+ 3)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Bases of Market Segmentation}}} \tn 
% Row Count 25 (+ 1)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Geographic Segmentation}} - region, size of city, density \& climate} \tn 
% Row Count 27 (+ 2)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Demographic Segmentation}} - age, gender, family size, income, occupation, religion, race \& education} \tn 
% Row Count 30 (+ 3)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The STP Process (cont)}}  \tn
% Row 13
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Psychographic Segmentation}} - lifestyle, personality \& social class} \tn 
% Row Count 2 (+ 2)
% Row 14
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Benefits Segmentation}} - specific benefits required by customers} \tn 
% Row Count 4 (+ 2)
% Row 15
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Market-Value-Based Segmentation}} - performance/ social value of a product} \tn 
% Row Count 6 (+ 2)
% Row 16
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Segment Assessment}}} \tn 
% Row Count 7 (+ 1)
% Row 17
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Accessibility:}} is the selected target segment available to distribute to \& communicate with?} \tn 
% Row Count 9 (+ 2)
% Row 18
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Defendability:}} does the company's product have a distinct differential advantage over the competitor's products so that it is able to defend its chosen position within the target market?} \tn 
% Row Count 13 (+ 4)
% Row 19
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Tangibility:}} is the target segment of a sufficient size to make it profitable \& allow for a good return on the marketing investment?} \tn 
% Row Count 16 (+ 3)
% Row 20
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Distinctiveness:}} is the target segment different enough from the other target segments to allow for the achievement of a clear product differentiate?} \tn 
% Row Count 20 (+ 4)
% Row 21
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Product Positioning}}} \tn 
% Row Count 21 (+ 1)
% Row 22
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Product Attribute:}} company uses a distinctive attribute on which to position its product} \tn 
% Row Count 23 (+ 2)
% Row 23
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Product Benefit:}} company selects a unique product benefit} \tn 
% Row Count 25 (+ 2)
% Row 24
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Price vs. Quality:}} focuses on superior quality or the best value for money/lowest price} \tn 
% Row Count 27 (+ 2)
% Row 25
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Use/Application Positioning:}} method is based on usage/application} \tn 
% Row Count 29 (+ 2)
% Row 26
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Product User:}} based on a consumer/end-user focus} \tn 
% Row Count 31 (+ 2)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The STP Process (cont)}}  \tn
% Row 27
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Competitor:}} company positions its product offering directly against its competitor} \tn 
% Row Count 2 (+ 2)
% Row 28
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Origin:}} focus on where the product comes from} \tn 
% Row Count 3 (+ 1)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Types of Advertising}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Pioneer Advertising}}} \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Used to promote new product/service} \tn 
% Row Count 2 (+ 1)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Competitive Advertising}}} \tn 
% Row Count 3 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{When product enters {\emph{growth phase}} in its life cycle \& competitors enter the market.} \tn 
% Row Count 5 (+ 2)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Comparative Advertising}}} \tn 
% Row Count 6 (+ 1)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Used when 2 or more products are compared in an advertisement when the message is that one is better than the other.} \tn 
% Row Count 9 (+ 3)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Reminder Advertising}}} \tn 
% Row Count 10 (+ 1)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Used in the maturity stage of the product to remind consumers of the product and its availability.} \tn 
% Row Count 12 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Institutional Advertising}}} \tn 
% Row Count 13 (+ 1)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Used to promote idea or the corporation as a whole.} \tn 
% Row Count 15 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Marketing Communication Elements}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Companies can choose one of two marketing communication mix strategies:} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Push Strategy}}} \tn 
% Row Count 3 (+ 1)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The product is pushed through the distribution channel to final customers. Manufacturer directs its marketing activities at channel members to induce them to carry the product \& to promote it to final consumers} \tn 
% Row Count 8 (+ 5)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Pull Strategy}}} \tn 
% Row Count 9 (+ 1)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Manufacturer directs its marketing activities at final consumers to convince them to buy the product. If the strategy is effective, consumers will demand the product from distribution channel members \& they will demand it from manufacturers. {\emph{Consumer demand will therefore 'pull' the product through the channel.}}} \tn 
% Row Count 16 (+ 7)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Pricing - Competition Based Methods}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Price Skimming}}} \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Used when a product is brand new \& unique. This involves setting the price as high as possible. This makes it easier for competitors to come in because its lucrative.} \tn 
% Row Count 5 (+ 4)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Penetration Pricing}}} \tn 
% Row Count 6 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{The opposite of price skimming. Product is introduced at a low price, just enough to cover the cost of manufacturing.} \tn 
% Row Count 9 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Customary Pricing}} (hardly done in South Africa)} \tn 
% Row Count 11 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Products \& services are priced based on tradition.} \tn 
% Row Count 12 (+ 1)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Above/Below Competitors' Prices}}} \tn 
% Row Count 13 (+ 1)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Usually, businesses are trying to establish price level, taking competitors' pricing into consideration} \tn 
% Row Count 16 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Upstream \& Downstream Activities}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Upstream Activities}}} \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Includes all activities performed by suppliers of raw materials, capital equipment supplies such as manufacturing equipment, component manufacturers \& financing.} \tn 
% Row Count 5 (+ 4)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Downstream Activities}}} \tn 
% Row Count 6 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Include well-known intermediaries such as wholesalers \& retailers that deliver the final product to the customer.} \tn 
% Row Count 9 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Product Life Cycle}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Introduction Stage}}} \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{New product is introduced to market. Production \& marketing costs are high, there is a small market, sales are limited \& price is often high.} \tn 
% Row Count 4 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Growth Stage}}} \tn 
% Row Count 5 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{As sales increased, this stage is characterized by a robust growth in both sales \& profits. Organization benefits from economies of scale in production, resulting in increased profits \& sales.} \tn 
% Row Count 9 (+ 4)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Maturity Stage}}} \tn 
% Row Count 10 (+ 1)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Occurs when organization is well-established and aims to maintain their market share. Competition is high and this is when improvements \& modifications become necessary} \tn 
% Row Count 14 (+ 4)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Decline Stage}}} \tn 
% Row Count 15 (+ 1)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Market for a product starts to decrease as the market becomes saturated. Sometimes a product may go into a {\bf{renewable stage}} when the organization may find a way to market it or when there is a renewed interest for the product.} \tn 
% Row Count 20 (+ 5)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Packaging}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Defined as the use of containers \& wrapping material, plastic decoration \& labelling to protect the product to help \& promote its role \& make it convenient for the customer to use the product.} \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Functions of Packaging}}} \tn 
% Row Count 5 (+ 1)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{- To protect and contain products so that they can be transported \& stored effectively and safely.} \tn 
% Row Count 7 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{- To promote a product by differentiating it from competing products through the use of specific materials, colours, shapes \& designs.} \tn 
% Row Count 10 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{- Storage, use \& convenience of products} \tn 
% Row Count 11 (+ 1)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{- Refers more to the emphasis being placed on recycling \& reducing the environmental impact of packaging} \tn 
% Row Count 14 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Types of Media}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Television}}} \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Advantages:}} mass coverage, high reach, impact of sight \& sound, high prestige, low cost per exposure, attention-grabbing} \tn 
% Row Count 4 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Disadvantages:}} low selectivity, short message life, high absolute cost, high production costs, clutter} \tn 
% Row Count 7 (+ 3)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Radio}}} \tn 
% Row Count 8 (+ 1)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Advantages:}} local coverage, low cost, high frequency, flexible, low production costs} \tn 
% Row Count 10 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Disadvantages:}} audio only, clutter, low attention grabbing, fleeting message} \tn 
% Row Count 12 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Magazines}}} \tn 
% Row Count 13 (+ 1)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Advantages:}} segmentation potential, quality reproduction, high information content, longevity} \tn 
% Row Count 15 (+ 2)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Disadvantages:}} long lead time for ad placement, visuals only, lack of flexibility} \tn 
% Row Count 17 (+ 2)
% Row 9
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Newspapers}}} \tn 
% Row Count 18 (+ 1)
% Row 10
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Advantages:}} high coverage, low cost, short lead time for placing ads, timely/current} \tn 
% Row Count 20 (+ 2)
% Row 11
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Disadvantages:}} short life, clutter, low attention-grabbing capabilities, poor reproduction quality} \tn 
% Row Count 23 (+ 3)
% Row 12
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Outdoor}}} \tn 
% Row Count 24 (+ 1)
% Row 13
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Advantages:}} location-specific, high repetition, easily noticed} \tn 
% Row Count 26 (+ 2)
% Row 14
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Disadvantages:}} short exposure time requires short ad, local restrictions} \tn 
% Row Count 28 (+ 2)
% Row 15
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Internet \& Interactive Media}}} \tn 
% Row Count 29 (+ 1)
% Row 16
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Advantages:}} user selects information, user attention \& involvement, interactive relationship, direct selling potential} \tn 
% Row Count 32 (+ 3)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Types of Media (cont)}}  \tn
% Row 17
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Disadvantages:}} crowded access, technology limitations, limited reach, few valid measurement} \tn 
% Row Count 2 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Services Marketing Triangle}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Any services marketer who wants to be successful will have to carefully consider the various issues that are associated with services marketing.} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{The {\bf{SERVICES MARKETING TRIANGLE}} identifies 3 key role players that are essential to the success of a service offering.} \tn 
% Row Count 6 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The 3 role-players are: {\bf{The Company}}, {\bf{The Providers}} \& {\bf{The Customers/Clients}}} \tn 
% Row Count 8 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{It is essential that these three role-players interact positively to ensure that quality service is delivered.} \tn 
% Row Count 11 (+ 3)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{To manage these role-players, there are three {\bf{types of marketing}} carried out. These are:} \tn 
% Row Count 13 (+ 2)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{External Marketing: Making Promises}}} \tn 
% Row Count 14 (+ 1)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Involves communication from the {\bf{company to the consumer}} to offer its services  \& establish expectations about the service level that the client can expect from the company. Usually comes in the form of {\emph{television advertisements, magazine advertisements, personal selling, e-mails or via a website promotion.}} The primary focus here is {\bf{making promises}}. Businesses are under pressure to fulfil these promises.} \tn 
% Row Count 23 (+ 9)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Interactive Marketing: Keeping Promises}}} \tn 
% Row Count 24 (+ 1)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Occurs between {\bf{clients and the service delivery personnel.}} Happens at a time when the client and the service delivery personnel come into contact \& the service is performed. Every effort is made by the delivery staff to ensure that the service delivered is of the highest quality and matches/exceeds the clients' expectations.} \tn 
% Row Count 31 (+ 7)
\end{tabularx}
\par\addvspace{1.3em}

\vfill
\columnbreak
\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Services Marketing Triangle (cont)}}  \tn
% Row 9
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Internal Marketing: Enabling Promises}}} \tn 
% Row Count 1 (+ 1)
% Row 10
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Simply involves training the employees \& giving them the necessary tools \& skills to perform their jobs at the highest level, so that the client is satisfied with the service that is delivered/performed. This is to prevent the client taking their business elsewhere.} \tn 
% Row Count 7 (+ 6)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{The Service Product Levels}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{With the service product, a certain level of service is expected and determines a client's level of satisfaction. Service Marketers need to pay attention to four service product levels.} \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Core Service}}} \tn 
% Row Count 5 (+ 1)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{This is the basic service offered to the client and must be performed to deliver any form of satisfaction. This is the reason the organization is in business.} \tn 
% Row Count 9 (+ 4)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Expected Service}}} \tn 
% Row Count 10 (+ 1)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{The minimum level of service expected by the client and must be present if any level of satisfaction is to be experienced by the client. Its expected by the client, by any provider of a similar service in a specific industry.} \tn 
% Row Count 15 (+ 5)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Desired Service}}} \tn 
% Row Count 16 (+ 1)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Represents client's ideal service but it is over and above expected service level. Businesses that offer this level of service look to differentiate themselves from their competitors. Client does not expect this level of service but it definitely impresses them.} \tn 
% Row Count 22 (+ 6)
% Row 7
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{{\bf{Unexpected Service}}} \tn 
% Row Count 23 (+ 1)
% Row 8
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Exceeds a client's expectations and desired level of service. Comes as a real surprise to the client and add significant value to the service, in their eyes. Strongly differentiates organization from its competitors.} \tn 
% Row Count 28 (+ 5)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}


% That's all folks
\end{multicols*}

\end{document}