Incidence of Market Typologies and Pattern of Marketing Activity Performance in Selected African Countries

Although product-market and state control are offered as environmental variables that udnerlie the diverstiy of the market environment of the Third World, empirical assessment of their influence is lacking. This paper therefore examines the incidence of product-market/state control market typologies in selected African countries when the two variables are coupled and also the extent to which marketing activity performance differs with respect to the product-market/state control market typologies. The study results suggest the existence of different product-market/state control market typologies in the countries studied and also differences in the pattern of marketing activity performance.