There are so many problems facing international marketing in both
the industrialized and developing countries, from the recent happening, he can
see that these problems have been preventing international marketing from
optimizing its goals of earning sufficient foreign exchange which enhances for
capital income and national reserve of the country.
It is due to the full recognition of the fact that there are
problems ------- in international marketing activities in Enugu – State that
the researcher undertake this work (study) which sets out t o investigate the
objectives, role and application of public relations (PR) to
international marketing and extent by which exporting companies which
constitute a significant part of business in both industrialized and developing
The research objectives of this study include:
1. To determine the level of awareness among
exporters in Enugu – State of the International Public Relation (IPR)
strategies and practices.
2. To determine the attitude of these exporters
towards the application of IPR international marketing.
3. To determine the extent of their knowledge and
application of IPR in their marketing activities.
4. Also to determine the problems by them in their
application of IPR techniques and strategies in international marketing.
5. To make appropriate recommendations. To achieve
these objectives, the researcher tested three (3) null hypothesis (Ho) and three (3)
alternative hypothesis (Hi),
also there were some constraining factors during the course of this research
would prominet among them was the problem encountered during distribution and
collection of questionnaires.
The method the research adopted in the finding include primary and
secondary data collection system in the primary data collection, questionnaires
were designed and distributed to marketing executives in five exporting
companies. Some respondents were interviewed to get information not available
in the questionnaires administered to them while the secondary data collection
was stained through related literatures, such as books, journals, magazines
etc. About 150 marketing executives and public relations practitioners were
interviewed. This number was selected after a pilot survey of 100 marketing
officers in 5 exporting companies, and the sample size which is 150 was
determined by applying Frend and Williams 1970 sample size determination model
(l2) and test of proportion were used in testing of
The major findings in this study include among others that only
about 305 of the exporting companies investigated upon engage in exporting,
that about 85% if the company investigated uses PR in their business
activities, the IPR awareness rate of the importance, strategies and techniques
which is also contained in the first hypothesis which was accepted fall, below
42 again, about 43% of the companies investigated considered using PR the major
market communication means of expanding htier marketing activities, 2nd hypothesis which test fell the
attitudes of exporters towards IPR was rejected while the 3rd hypothesis which tested the
necessity of IPR in solving international political problems, was accepted.
Thus, it is recommended that exporters in Enugu State should
practice and apply the techniques and strategic in their international
marketing activities, they should engage in the use of corporate relation or
institutional advertising to project their various organizations image, they
should recruit better qualified still whose learning and experience have
bearing on PR or marketing recourse, also they should adopt well planned IPR
management engage in research to enable them select the best course of action,
and evaluation their activities from time to time.
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Formulation of Hypothesis
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Definition of terms
2.1 Overview of Public Relations
2.2 Objectives of PR Campaign
2.3 Functions of the PR Practitioner
2.4 PR and the Marketing Concept
2.5 What is International Marketing
2.6 The International Marketing Environment
2.7 Deciding on How to go International
2.1 The Role of PR in International Marketing
3.1 Research Methodology
3.2 Sources of Data Collection
3.3 Population of the Study
3.4 Sampling Sizes Determination
3.5 Sampling Technique
3.6 Research Instrument
3.7 Data Treatment and Analysis
3.8 Allocation and Administration Question
4.1 Presentation, Interpretation and Analysis of Data
4.2 Presentation and Analysis of Data
4.3 Tests of Hypothesis
4.4 Limitation of the Study
5.1 Summary of Findings, Recommendations and
5.2 Summary of findings
BACKGROUND OF THE STUDY
We all believe in communication. We keep saying so. We also say
that any management which endorses good communications in – house, and
externally is enlightened. Why anyone should be regarded as enlightened in
simply propagating and explaining their own policy or paint of view escapes the
researcher. As Henry James put it “it must be paintless to work in the dark or
pursuing a relentless cliché ridden train of thought, to hide your light under
Public relations as one of the marketing promotional tools
(promotional tools is now an important part of modern business management. But
for a number of reasons, its fall contribution to management is not realized
this is because PR is often a suspect, and is equated in the eyes of some
members of the public within attempt to deceive to ‘full the wool over our
eyes’. Yet this is the very opposite of its real purpose, which is to explain
that which may not be fully apparent and to remove prejudice and misunderstanding
based on ignorance of the acts.
In the highly competitive world in which we live, however, it is
not enough merely to be virtuous. PR takes account of this need to focus public
attention all the favourable aspects of a companies activities. By so doing it
endear ours of create a good climate aims.
The task a PR therefore, is to ensure that the organisation is
seen to have an effective and valuable influence upon the well – being of the
trade or industry in which it operates.
A good public image is not something that occurs
accidentally. It requires conscious --------- and that effort seed to be
channeled to be effective. Good PR is synonymous with good communication. This
requires a knowledge communication media, especially the press, radio and televisions.
This study attempts looking into the problems that hinder the
utilization of PR at the international marketing level by focusing on exports
in Enugu State. It is done in the light of the fact that the face of the
For the modern business organization, public relations role is
often vital. This is because it is as much as fast of management as human
resource management or financial management. It should be noted that for an
organization to attain its main objectives well – managed public relations
activities is required.
We can probably all think a organizations which management PR
well. It is obvious that they are the organization we trust are familiar with,
with which we feel comfortable and would want to do business with. For a
marketing executive, the interesting question is, how do these
organization win respect and convince or persuade people they are organization
to support? Mr. E.O. Adirika will simply tell you that “show me who you are”.
By this answer we can find out that people will go back to organisations which
have made them selves and their products and services reliable. But there is
more to it then performance. The must worthy company may find it self without
support at time or crises, because it has filled to build and sustain important
relationship for occasions when they are needed. Attempts also, will be made to
exposure the ways to which PR is used to establish and maintain relationship in
international business. “Relationships do not necessarily develop along
satisfactory lines, rather their development has to be managers to support the
interest, objectives, aspirations products, and services of the
organization”. In recent years, exporters companies in Enugu State are
increasingly doing business with overseas partners and associates in their own
capacity. They have thus become strong factors in the projection of the
national image abroad. The implication is that they are compelled to deal with
people of different nationalities, languages, customs, senses of value, social
and economic views. The questions that may arise from this is how do they win
the support of all these people (public)?
PR as a means of marketing communication parallels all aspects of
our socio – economic life. The meaning is conceived by various organisations in
Some organisations conceived the meaning from functional points of
view as “image mater,” or ‘hidden persuader’, and so on. However, in this
particular context the purpose of all that is labeled PR is to influence the
relevant public opinion or attitude at the international marketing level in
such a positive direction as to ensure good will and mutual understanding in
order to achieve the marketing concept objectives.
Finally, the approach to public relations at adopted in this study
is intended to be practical and to provide exporter in Enugu State with
guidance towards marketing proper decisions regarding effective management of
international marking activities.
STATEMENT OF THE PROBLEMS
There are so many problems facing international marketing all over
the world in general and Enugu State in particular, from the recent happenings,
we find out that these problems have been preventing international marketing
form optimizing its goal of earning sufficient foreign exchange which enhances
the per capital income and national reserve of the country.
When we look around this world, we can see the fast changing
economic, political and social climate; every country wants to succeed. In one
seasonal thing or another in order to succeed. We saw the former union soviet
societies republic (USSR) distegrate towards capitalist reforms; South African
toward transitional program that will achieve good with and mutual
understanding with the outside world, and a lest of others. “No matter how
large or small, however, every nation in the world including our own (Nigeria)
must take very much into account what” foreigner are doing and, if it wishes to
accomplish more than it can be its own limited resources if must gain their
co-operation”. So, is need to gel other nations to know more about us, which we
are doing and what we have to offer.
“No country could keep many of its own people alive with the help
of foreigner’s”. in the face of the global economy today it is on record that
Nigeria is rated to be t he thirteenth (13th)
poorest country in the world the great “Grant” of Africa.
Again, we have the current ‘419’ syndrome, which is making us look
dreadful to our foreign visitors and prospective business associates. The political
in satiability in the country does not help matters. According to reports few
has griped some overseas suppliers that these political crisis can had to civil
OBJECTIVE OF THE STUDY
The main objectives of this study are as follows:
a) To determine the level of awareness among
exporters in Enugu State of the International PR strategies and practices.
b) To determine the extent of their knowledge and
application of international PR in their marketing activities.
c) To determine the attitude of these exporters
towards t he application of international. PR in international marketing.
d) Also determine the problems encountered by
them in the application of international PR techniques and strategies in
e) To determine or measure the level of their
knowledge of international political issues and problems.
f) To determine their knowledge and attitude to how
international PR (IPR) can help then overcome these international political
problems in their business. To appropriate recommendations.
FORMULATION OF HYPOTHESIS
Exporters in Enugu State are not adequately -------- of international PR (IPR)
strategies or techniques and its importance to international market.
Ho: 1 Exporters in Enugu State are not adequately
aware of international PR (IPR) strategies or techniques and its importance to
Ho: 2 Exporters does not have negative attitude towards the
application of international PR techniques and strategies.
Exporters does not have negative attitude towards the application of
international public relation techniques and strategies
Ho: 3 Application of international public relation
(PR) strategies and techniques will help exporters to over come international
political problems in their business.
H1: 3 Application of international public relation
(IPR) strategies ands techniques will not help exporters to overcome
international political problems in their business.
SIGNIFICANCE OF THE STUDY
The age old marketing system. As noted production concept that
consumes will favour those products that are ideally available and low to has
gone. Such system these days will be suicidal.
A country or state or organization with best available technology
in the world; with stable economy political and social climate, still needs the
good will and mutural understnading of others to survive. The adage “No man is
an Island holds here. No country or organizaiton can be self sufficient in
every thing, even when such country or organization is sound ecoomically at still
needs people to talk good of her, to relate favourbaly wither and son on. The
Enugu State business image today has been battered and need great face – lift.
This can down led through a management functions of a continuing and planned
character up – lifement through public and private organizations, individuals
and institutions when will seek to win and retain the understanding, sympathy,
empathy and support of those with whom we are and may be concerned with now and
in the future.
SCOPE OF THE STUDY
This study was carried out in Enugu State. The study was limited
to Exporters, whom the researcher presume have more international dealings and
DEFINITION OF TERMS
who engages in sales of a country’s goods and services overseas.
The management process of identifying anticipating and satisfying customers
needs and wants across national boundaries.
3. International Public Relation:
This means international public relation and is used when dealing with other
national or “across the border public relations”.
4. Public Relations:
This is short form of writing public relations and is widely used by most
writers or authors.
TERMS AND CONDITIONS APPLY
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