ABSTRACT
This research work titled THE ROLE OF MARKETING PLANNING IN THE MARKETING OF COMPUTER PRODUCTS A CASE STUDY OF MICRO PRODUCTS LTD. ENUGU was carried out with the following objectives.
- To determine if the organization usually adopt effective marketing planning
- To offer solution to the company for the need of effective marketing planning.
To achieve the above objective questionnaire were prepared and administered on customer’s relevant staff and management micro product Ltd.
Top men’s formals was used to determined the sample of consumer of micro computer services while census was used for staff and management.
The hypothesis formulated were tested used chi-square. Extensive literature review was carried out on books and relevant material. The questionnaires analyzed with percentage tables and frequencies shows the following that marketing planning can standout with the implementation of its promotional tools there by making the consumers have a sense of choice base on what they prefer them to create on the market.
That a good quality product should be advertised in a very planned and organized way to get the attention on his targeted audience.
Based on this findings the researchers recommend the following micro products should get the attention of the targeted audience.
The ability of any organization to get its product to its targeted audience / consumers depends very much on the effective implementation of marketing planning.
These recommendations if properly carried out will boost marketing planning in the marketing of computer products.
TABLE OF CONTENT
APPROVAL PAGE - - - - - II
DEDICATION - - - - - - III
ACKNOWLEDGEMENT - - - - IV
ABSTRACT - - - - - - V
TABLE OF CONTENT- - - - - VI
1.1 Background of the study
1.2 Statement of the problems
1.3 Objective 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.
2.0 Literature review
2.1 What is marketing planning
2.2 The place of marketing planning in marketing
2.3 Factors that determine effective marketing planning
2.4 Strategic marketing planning
2.5 Essential contents of a marketing plan
2.6 Company profile: Micro products limited
2.7 Basic planning process in business
2.8 Steps in marketing planning
3.1 Research methodology
3.2 Population of the study
3.3 Sampling techniques
3.4 Sampling size determination
3.5 Research instrument used
3.6 Method of data treatment and analysis
3.7 Limitation of the study
4.0 Presentation, analysis and interpretation data
4.1 Presentation and analysis of data
4.2 Test of hypothesis
5.0 Summary of the finding recommendation an conclusion
5.1 Summary of finding
5.2 Recommendations
5.3 Conclusion
Bibliography
Appendix
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Marketing as a course of study is very young compared to other established courses of study, so also is planning and control in business. The aim of any marketing operation (planning and control is to make the future happier, but this fact was not well recognized by most firms, initially the job that should be handled by experts in the field of marketing were given to less qualified personnel and in most cases this shortens life of most business.
As time went on there is competition among companies and they have to face to know what their customers want before the market.
This idea bought about companies having well laid down plan before they market good and services for market needs. In executing thee plans the company or marketers in charge how feel that to be successful one must be able to control set down plans.
In planning and control of marketing activities the reward comes from what is put into the plan and measure up, monitoring (control) rather than from what is eventually produced.
The process of marketing planning and contrail is to make the future happier. It is mostly concerned with helping management identify marketing problems and alternative ways to solve them and easy decision making marketing planning share with the other activities of the marketing mix, the distinction in commerce of being a dynamic element in operation of business.
In the view of Edeoga (2002: (2)/planning is the process of anticipating the future and determining course of action for achieving organizational objectives planning is deciding in advance what to do, how to do it, when to do it and who is to do it, when to do it and who is to do it (Agbo 2000:33). As Billy E. Goetz Acted, planning is fundamentally choosing and a planning problem abises only when an alternative course of active is discovered.
Edeoga believes that the planning process creates a blue print that not only specifies the means for achieving organizational objectives but provides chokepoints at which performance can be compared with expectations to determines whether current and activities are moving the organization toward its objectives.
The important of planning in any organization including computer services business, need not to be once emphasis Adnika believes that he who fails to plan planes to fail this include organization, he noted future that no organization can operate profitably by merely trying to react to situation development as they occur.
It is because of the important of planning that the researcher enfical looks at the role of marketing of computer products.
1.2 statement of the problem
To survive in a dynamic and competitive environment like our marketing organization must understand and practice marketing planning. Marketing planning up an organization to base its marketing program or marketing effort on the needs and want of consumers marketing planning leads to increased profitability survival and growth of the from. Inspite of these and many more many company including computer services from plays Lip services to marketing planning these have cost a lot of failure of many organization including computer froms. This the researcher seeks to find white having company fail to plan their marketing products?
To what extent does lacks of marketing planning lead to fail of many companies these and many mane farms. The central task of these research works.
1.3 OBJECTIVES OF THE STUDY:
The primary objective of this study is to threw mare light or examines mare deeply on the degree of efficiency in planning in computer services from.
ii. To determine if the organization actually adopt effective marketing planning
iii. To offer solution to the company for the need of effective marketing planning
iv. To determine whether the company uses efficient plan in their operation
v. To determine the effective planning on the sale of computer from.
vi. To determines the impact of planning of profit of organization.
vii. To determine the impact of marketing planning on companies satisfaction of its numerous customers
1.4 STATEMENT OF HYPOTHESIS:
Hi: Effective planning has a negative impact on marketing activities of computer firms.
Ho: Effective planning has a positive impact on the computer firms.
Ho: Effective planning do not increase the profitability of computer firms.
H2: Effective planning do increases the profitability of the of the computer firms.
Ho: Marketing planning does not lead to effective co-ordination of various department in an organization.
H3: Marketing planning leas to effective co-ordination of various department in an organization.
Ho: Marketing planning does not lead to companies satisfaction of their customers.
H4: Marketing planning lead to companies satisfaction of their customer.
1.5 SIGNIFICANCE OF THE CUSTOMERS:
This study is expected to draw the alternation of other researchers in the field of business especially marketers who may be interest in the conduct of more in dept research in the area of the importance of efficient marketing planning in an organization.
Ideas and information produced have will act as a frame work to direct marketing manager in formulating efficient marketing planning even foreign investors in Nigeria.
It is expected that, this will bring out the role of efficient marketing planning and control in increasing sales of a farm product it will help to provide an explanation of those facts that can ensure of the effectiveness of marketing planning this research work will help provide an insight into the operation of marketing planning and computer firms this work is also expected to serve potential marketers as history or reference materials during their own time of leaving.
1.6 SCOPE OF THE STUDY:
This research was undertaken to examine the role of marketing planning in the marketing of computer products.
However, in the view of limited resources time, and other constraints emphasizes was place on.
Operation within Enugu metropolis
1.7 DEFINITION PLANNING:
A marketing planning is a written document that spells out the goals, strategies, and tactic that will be used to gain maintain the competition position and result that the company is seeking is situation, analysis, marketing objectives and goals marketing strategy action programme and budget.
Marketing control:
It concerns with establishing and maintaining appropriate procedures for monitoring and measuring the implementation of marketing plans and strategies set out to achieve and taking necessary correction “actions” (Adirika 1996: 260).
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