PROMOTION AS AN EFFECTIVE MARKETING STRATEGY IN BUSINESS ORGANIZATION IN NIGERIA
CHAPTER ONE
INTRODUCTION
Nowadays, most business organizations have come to realize the importance and role of marketing in their organization. Just because there is need to encourage the demand of goods and services which can be done through their identifying, anticipating and satisfying the needs of consumer’s profitability. And all these can be done through all the promotional tools which are;
1. Advertising
2. Sales Promotion
3. Publicity
4. Personal selling
Most marketing practitioners have come to realize that they are operating in a competitive environment, in which every organization is striving to succeed. Promotion can be seen as a process or means of communication, and it has played an important role in business organizations because an organization that does not communicate itself to the public is far from reaching its goals that is why the roles of marketing manager has been re-organized in business organization in Nigeria especially Zartech Limited. Although “all promotion is communication but not all communications are promotion”. Therefore, promotion has been seen as an effective marketing strategy in most business organization in Nigeria simply because it provides information that attracts consumers, and influence consumers behaviour.
1.1 STATEMENT OF PROBLEM
Promotion has been seen as communication that provides information to both buyers and sellers. Due to the competitive environment, most manufacturers have been forced to promote their goods but inspite of all techniques used, most organization spend huge amount of money on promotion but they don’t achieve their goal.
1.2 RESEARCH METHODOLOGY
We are going to make use of the following:
1. Primary source
a. Questionnaire
b. Interview
2. Secondary Source
a. Text books
b. Journal/Publications
We want to make use of all these, in order to carry out proper research on this course of study. The research questions and personal interview of the workers in the research and marketing service will be used to get better information from the interview.
1.3 AIMS AND OBJECTIVES OF THE STUDY
Promotion has been so far implemented through the following tools:
Sales Promotion
Advertising
Personal Selling
Publicity
Public Relation etc.
But the essence of these tools is to increase the sales of goods in the organization.However, in this course of study, the impact of all these promotional tools on Zartech Limited will be seen. Furthermore, the response of consumers before, during and after promotion would be examined taking a tactical look at Zartech Limited. However, the elaborate objectives of the study are the following:
It helps to know the roles promotion has played in Zartach Limited.
I enhance the form of promotional mix adopted by Zartech Limited.
It helps to make it obviously known that none of the promotional tools can be single-handedly used to stimulate sales.
It helps to know which of the tools generated sales in Zartech limited.
It helps to examine how favourable promotion has been to Zartech limited.
It helps to know how promotion is effective in business organization