Overall, the results indicated that these 25 marketing practices can be explained by
seven main marketing activities, namely, (A1) developing human resources to provide
better services, (A2) offering extended/customised services, (A3) providing clients
with more competitive prices, (A4) conducting out-bound focused campaigns, (A5)
conducting in-bound focused campaigns, (A6) cultivating goodwill and alliances and
(A7) market development and/or diversification. These seven marketing activities were
used as alternatives in the marketing activity selection hierarchy (as shown in Figure 1).