chapter of this work dealt on the Background of the study, to the subject
second chapter of this work, the research made clear explanation of marketing
communication. The school of thought within the subject area, the
school of thought relevant to the study and the summary.
chapter of this work dealt with the method used in carrying out the research,
source of data, data presentation and data analysis. In this
chapter also, the project work clearly explained the recommendation and
TABLE OF CONTENTS
1.1 General Background of the Subject Matter
1.2 Statement of the Problem
1.3 Problems that the Study will be Concerned with
1.4 The Scope of the Study
1.5 The Definition of the Important Terms
2.1 The Origin of the Subject Area
2.2 The School of Though Within the Subject
2.3 The School of Though Relevant to the Study
2.4 The Approaches to the Study
3.1 Data Presentation
3.2 Analysis of Data
1.1 GENERAL BACKGROUND
TO THE SUBJECT MATTER
marketing element in marketing communication tells something to the
consumers. The marketing communication is a part of the entire
marketing strategy of a company and must be co-ordinated within the marketing
effort. Modern marketing is more than developing a good product, pricing, it
attractively making it really available to targeted customers. In
addition, to all these things, employee, share holders, government and the
media, finance public all communicate something to the consumers.
communication must be well planed to ensure that the message is sufficiently to
reduce the chances of misinterpretation through distortion. Furthermore,
promotion activities includes advertising, personal selling, sales promotion
and other selling tools. There are three terms that are related that is
to inform means to persuade and convince. If a person is being
persuaded he is probably also being informed many years ago.
Borden of Harvard University recognized the necessary place and persuasive
nature of persuasion; he said that the use of influence in commercial relation
is one of the attributes of a free society just as persuasion. An
encounter persuasion are exercised freely in many walls of life in our society
in the home, in the press, in the classroom, in court, in political form and in
government for information marking communication must tell good stories
disseminate information about the product’s existence, features, terms and
benefits to the target market.
1.2 STATEMENT OF THE
planned in the study that an examination will be given to the problems relating
to marketing communication in the sales of goods and services. The
problems and effect in making bearing. It’s standards the research
postulate that high level of equality achievement in problem of marketing
communication in the sales of goods and services.
The problems are as follows:
without appropriate marketing communication the sales of goods and services
will be slow.
the sales companies do not use the appropriate marketing communication-mix.
many companies are unable to sale properly because of lack of sufficient
capital to promote the marketing communication mix.
1.3 PROBLEM THAT THE
STUDY WILL BE CONCERN WITH
this research project therefore attention will be focused on how well the roles
of marketing communication is discharging their roles in the sales of goods and
services with particular reference to John Holt ventures which wholly deals on
sales. Finally the study will also seek to help in the
determination those marketing communication mix help in the sales of goods and
1.4 THE SCOPE OF THE
research must be of great importance to the society. A very good
research should be carried out in order to solve problems that is facing an
organization hence the significance of this research will be important to the
this study will enlighten the organization and educate the staff on how to find
the appropriate communication tools to use in promoting their
products. Secondly, this work might be required by all development
of any organisation.
the study will be relevant to the management of John Holt Ventures.
Finally, the procedures stated in the research will be useful to all
prospective owners of an organization especially to John Holt Ventures.
1.5 DEFINITION OF THE
4) Marketing mix
Philip Kotler (1991) defined marketing as a social and managerial process by
which individuals and groups obtain what they need and want through creating,
offering and exchanging products of value with others.
to this definition, the institute of marketing simply defined it thus a
management process responsible for identifying anticipating and satisfying
customer’s requirement profitably.
It could be defined as process of passing ideas, transfer of though information
and attitudes from one person to another. And also it is the act of
conveying information ideas through oral, visual or written form.
This simply means effective process to carry out a good communication
The marketing mix is a major concept in modern marketing. It is the
term used to describe the combination of the four variable, which constitute
the core of a company’s marketing system, viz the product price, the
distribution system, and the promotional activities. A form’s
marketing mix had been defined as “ …….. the particular blend of controllable
marketing variables that the firm uses to achieve its objective in the market
target: - P. Kotler.
can also be defined as a combination of those controllable internal marketing
variables comprising the four PS (product, place, price, promotion) which the
firm uses to operate successfully within the marketing environment.
The classification of the variable into the four PS was first proposed by
McCarthy. The four PS can be adapted to the target market.
the process of combing and utilizing or allocating on organisation inputs by
planning, organizing, directing, and controlling, for the purpose of producing
It could be defined as the way of doing things or modernising things.
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