This project work was to investigate the impact of marketing mix
in the accomplishment of organizatioal objectives.
The main objectives were:
identify the impact of marketing mix in the organization.
identify the different approaches used by organization to implement marketing
identify how the management of Innoson Plc should ensure that good strategies
should get in plan.
Based on the objectives of the study. The population of
study were drawn from the users of Innoson products in Enugu metropolis.
Bourley’s formular was used to determine the sample size.
Questionnaires and personal interview were used to elicit data from
respondents. Simple tables and percentages were used to analyzed data collected
and, the following finding were made;
1. Marketing mix plays a good role in the
performance of Innoson plc.
2. Innoson plc Emene choose the
appropriate marketing mix from the target market.
The researcher therefore made the following recommendations;
management of Innoson Plc should ensure that good strategies are put in place
in presenting their products to the public.
process and physical evidence which is an other marketing mix in modern economy
should be used in achieving the objectives.
1.1 Background of the Study
1.2 Statement of
1.3 Objectives of Study
1.4 Research Questions
1.5 Scope of Study
1.6 Significance of the Study
1.7 Definition of
2.0 Literature Review
2.1 Historical Overview of Marketing
2.2 School of Thought in Marketing Profession
2.3 The Marketing Mix as a tool of
3.1 History Background of Innoson
3.2 Source of Data
3.3 Population of the Study
3.4 Sample Size
3.5 Limitation of the Study
4.1 Summary of
1.1 BACKGROUND TO THE
This study practically involves the investigation of marketing mix
(product, price, promotion, and place) in the accomplishment of organizational
objectives. There are numerous definitions of marketing written by various
marketing fanatics and practitioners around the
globe. As a result, students, lecturers, and marketing
practitioners believe so much on whatever tool or monographs they could lay
their hands on that relates to marketing.
Marketing administration itself takes a managerial approach to marketing
problems. Hence, marketing is an instinct discipline. Practitioners
consequently rely on principles; researches, ideas, concept and techniques
including a problem solving approach to enable them (practitioners and
scholars) handle global challenges. In general, a well-organized marketing
economy creates numerous opportunities for viable investment and it gives rise
to high level of business activities. But, when marketing activities are
overlooked diminishing returns on investment and total failure of business
initiative is likely to be encountered.
Looking at marketing from a marketing managers facet, one can
envisage that he is concerned with the direction of specific functions and
activities which must lead to specific result.
Having conceived this notion or idea, we may say that; Marketing
is the performance of business activities that direct the flow of goods and
services from producer to consumers in order to satisfy customers and
accomplish the firms objectives from this stand point, we can define marketing
as; the performance of activities that direct the flow of goods and services
from source (producer) to the customer (consumer) or users.
Marketing as a managerial practice rest on the economic functions
of, production, distribution and consumption. Based on the discussion so far,
we should try to establish a link between marketing and marketing mix.
The marketing mix is a major concept in modern marketing. It is
the term used to describe the combination of the four variables which
constitutes the core of a company’s marketing system, viz the product, price,
the distribution system and promotional activities. The application of these
variables determines to a large extent the success in the marketing environment.
A firms marketing mix has been defined as the particular blend of
controllable marketing variables that the firm uses to achieve its objectives
of the target market:- P. Kotler. It can also be defined as a combination of
those controllable internal marketing variables- comprising the four ps
(product, place, price and promotion) which the firm uses to operate
successfully within the marketing environment.
1.2 STATEMENT OF THE
Recent trends show that marketing organizations have through a
good combination of the element of the marketing mix achieved success for goods
and services, set market and marketing objectives in socio-economic environment.
Though producers and end users (customers) have posed considerable
obstacles in the combination of these key marketing mix or elements;
The problems associated with the subject of the study is
that the elements (product, price, promotion, place) of these marketing mix
have all been affected by the up-thrust of the prevalent socio-economic
environmental practice of marketing. It has therefore become very difficult to
champion the effectiveness of the marketing mix in the total marketing plan for
any given product Innoson Plc Nigeria Plc.
1.3 OBJECTIVES OF THE STUDY
The objective of the study are as follows.
1. To identify the impart of marketing mix in the
2. To identify the different approaches used by
organization to implement marketing mix.
3. To find out how organization should be consumer
oriented rather than product oriented.
4. To identify how management of Innoson Brothers
Nigeria Plc should ensure that good strategies are employed in their pla.
5. To identify how effective control analysis must
be put in place by Innoson plc.
1.4 RESEARCH QUESTIONS
1. What are the approaches used by marketing
managers to ensure proper integration of the marketing in their operations?
2. Should organization be consumer oriented rather
than product oriented?
3. Should effective marketing text be carried out
before a product is commercialized?
4. Is a good promotional strategy increase the rate
of in turnover of an organization.
5. Do you think that affordable price of a product
will increase market share of an organization.
1.5 SCOPE OF THE STUDY
The study would have covered all marketing oriented companies in
Enugu metropolis but due to time and other constraints the study centered on.
1.6 SIGNIFICANCE OF THE STUDY
It is hoped that this study when successfully completed and
supervised has a lot of roles to play. The study will basically fill a
wide vacuum which is greatly essential to practitioners, experts, and scholars
in marketing communication and promotion who have been lacking the needed
guiding information for their promotion mix decisions; promotional budgeting as
well as research studies on promotion.
Furthermore this study
by its objectives will not only assess the relative effectiveness for sales but
also in communication generally. By this the study will be essentially useful
to the government agents, non- will also serve as a source of resonant
information to government agents on the communication tools to be used in
communication creating awareness to masses about government programmes and
actives. Politicians and charitable organization will also or equally
make use of this study in their choice of which tools to employed promoting
themselves and their programmes, manifestoes and achievements.
A part from those
groups marketing executive in various companies in Nigeria have problem in
selecting the right promotion tools and in designing their promotional budgets
and strategies for their companies. Most of these managers often rely heavily
on the guess work or they simply follow their competitors foolishly without due
consideration to their promotion objectives, their product life cycle, position
in the industry or the targe market which they are aiming at. This study
will provide insights to these managers who are having these problems and serve
as a rich reference point.
consultants and individuals have been deprived of excellent performance in
communication researcher because of insuffienct and scanty data and inadequate
liberations available in this area of study it is hoped that this study when
successfully completed will be an addition to the essential material needs in
this vital area of marketing and entrepreneurship. Researchers will
therefore use it extensively as a sources of their secondary data, based on all
1.7 DEFINITIONS OF TERMS
Below are terms used in this work;
Mix: According to Kotler, Philip (principles
of marketing, 1980) marketing mix can be defined as the particular blend of
controllable marketing variables that the firm employs to achieve its objective
in the target market.
dictionary defines accomplishment as bringing to completion.
Organisational Objective: This is a carefully defined aim or goals
of an organization.
Practitioner: According to
oxford advanced learners dictionary, a practitioner is a person who regularly
does a particular activity, especially one that requires skill.
Organization: According to J.C Okeke (hand
book on business organization) organization is defined as a description of
group activities, or an important aspect of management factors which designs.
The utilization of production factors in an institution itself.
TERMS AND CONDITIONS APPLY
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