THE ROLE OF MARKETING COMMUNICATIONS (A CASE STUDY OF JOHN HOLT)

ABSTRACT

          The first chapter of this work dealt on the Background of the study, to the subject matter.

          In the 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.

          The third 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 conclusion.

TABLE OF CONTENTS

CHAPTER ONE:       INTRODUCTION

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

1.6        References

CHAPTER TWO:        LITERATURE REVIEW

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

2.5        Summary

2.6        References

CHAPTER THREE:        CONCLUSION

3.1        Data Presentation

3.2        Analysis of Data

3.3        Recommendation

CHAPTER ONE

INTRODUCTION

1.1    GENERAL BACKGROUND TO THE SUBJECT MATTER

          Every 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.

          The 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.

          Prof. Ney 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 PROBLEM

          It is 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:

          Firstly, without appropriate marketing communication the sales of goods and services will be slow.

          Secondly, the sales companies do not use the appropriate marketing communication-mix.

          Thirdly, 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  

          In writing 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 services.

1.4    THE SCOPE OF THE STUDY

          Adequate 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 following.

          Firstly, 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.

          Thirdly, 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 IMPORTANT TERM

1)           Communication

2)           Marketing

3)           Management

4)           Marketing mix

5)           Techniques

6)           Element

MARKETING:  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.

          Moving further to this definition, the institute of marketing simply defined it thus a management process responsible for identifying anticipating and satisfying customer’s requirement profitably.

COMMUNICAITON:        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.

ELEMENT:   This simply means effective process to carry out a good communication

MARKETING MIX:         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.

          It 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.

MANAGEMENT:   Is the process of combing and utilizing or allocating on organisation inputs by planning, organizing, directing, and controlling, for the purpose of producing outputs.

TECHNIQUES:     It could be defined as the way of doing things or modernising things.