marketing their business activity. As with the market orientation, immersion is a criticalelement - without actual membership of the niche, marketing activities towards a specificniche are not street level marketing. At best, these activities may be guerilla marketing,traditional market segment approaches or relationship marketing, but they do notrepresent the intra-niche oriented SLM concept. The third element of SLM is the notionof credibility, which is subdivided between street credibility, representing the marketer'sreputation outside of the commercial transaction, and the classical notion of sourcecredibility. The final element relates to the concept of "aidmheil"
] which is theSLM marketer's faith or conviction in their product service or idea.
One of the key determinants of street level marketing is that the organisation orindividual must actively engage in activities identified with the marketing concept, and/orpossess a market orientation. As marketing is regarded as a total business concept, it isnot necessary for street level marketers to have clearly defined organisational structureswhich are responsible for the firm's marketing (Doyle & Wong, 1998). However, theorganisation must focus on determining needs and wants of the target customers ratherthan having a production orientation. In addition, the use of the marketing conceptencourages a focus on long term profitability achieved through maintain a market focus(Gray et al, 1998). For street level marketing, the advantage of the intra niche targetfocus is that the organisation is developing products for people who are similar in nature