ABSTRACT
This research study outlined the
effect of Marketing Planning a performance services organization. Suggest
possible remedies to correct some of the difficulties encountered in the course
of carry out marketing planning the research methods used for data collection
were mainly questionnaires and personal interview which are both primary
sources, in addition to these research was the secondary sources. After
analyzing finding were singled out and conclusion reached. The finding revealed
that lack of adequate information on the company’s strength and weakness are
limitation off effect marketing planning and lack of co-operation from other.
Recommendation were made that there should be a planning committee in the
business department. The company sales force should feed in information about
competitions activities and the customers reactions to marketing
activities.
TABLE
OF CONTENTS
Title page
Certification --- --- --- --- --- ---- --- --- --- i
Dedication --- --- --- --- --- ---- --- --- --- ii
Acknowledgement --- --- --- --- --- ---- --- iii
Table of Contents --- --- --- --- --- ---- --- --- iv
Abstract --- --- --- --- --- ---- --- --- --- vii
CHAPTER ONE: INTRODUCTION
1.1
Background to the study --- --- --- --- --- --- 1
1.2
Statement of the Problem --- --- --- --- --- --- 2
1.3
Research Questions --- --- --- --- --- --- 3
1.4
Objective of the study--- --- --- --- ---- --- --- 3
1.5
Statement of Hypotheses --- --- --- --- ---- --- 4
1.6
Scope of the Study--- --- --- --- ---- --- --- 4
1.7
Significances of the Study--- --- --- --- ---- --- 4
1.8
Limitations of the Study--- --- --- --- ---- --- 5
1.9
Operational Definition of Terms --- --- --- --- ---- 6
CHAPTER TWO: LITERATURE
REVIEW
2.1 Concept of Marketing --- --- --- --- --- --- --- 8
2.2 The Relevance of Marketing Planning --- --- --- --- 10
2.3 The Process of Marketing Planning --- --- --- --- --- 12
2.4 Effect of Marketing Planning --- --- --- --- ---- 15
2.5 Problems of Marketing Planning--- --- --- ---- --- 16
2.6 What is Service Performance? --- --- --- ---- --- 18
2.7 Service Mix Strategy --- --- --- --- --- --- --- 19
2.8 Developing an Effective Marketing Planning
in the Performance
Of
Service Organization --- --- --- --- --- -- 22
CHAPTER THREE: RESEARCH
METHOD
3.1 Research Design --- --- --- --- ---- --- --- 25
3.2 Population of the Study --- --- --- --- ---- --- 25
3.3 Sample/Sampling Techniques --- --- --- --- --- 25
3.4 Instruments/Materials --- --- --- --- --- --- 26
3.5 Method of Data Collection --- --- --- --- --- 26
3.6 Method of Data Analysis --- --- --- --- --- --- 27
CHAPTER
FOUR: DATA PRESENTATION ANALYSIS AND
DISCUSSION
4.1 Data Presentation --- --- --- --- --- --- --- 28
4.2 Data analysis --- --- --- --- --- --- --- --- 28
4.3 Test
of Hypotheses --- --- --- --- --- --- --- 34
4.4 Discussion of Findings --- --- --- --- --- --- 36
CHAPTER
FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1
Summary --- --- --- --- --- --- --- --- 37
5.2 Conclusion --- --- --- --- --- --- --- --- 38
5.3 Recommendations --- --- --- --- --- --- --- 39
5.4 Suggested Areas for Further Study --- --- --- --- --- 40
References
Appendix
CHAPTER
ONE
INTRODUCTION
1.1
Background to the Study
Marketing planning is crucial to business
because it begins with the determination of an organization marketing objects
and designing strategies and technical programmes to achieve these objectives
which help to achieve corporate objectives of any business organization. Some
organizations do not pay sufficient attention to planning, they merely cost
along from day to day doing and what come accidentally.
This is also more so that large
organizations have too much at stake, other companies plan but they do it
poorly, this is also bad. Good management requires that an organization should
plan ahead so that it is not caught flat footed by environment dynamics.
Many marketing managers believe that
marketing planning is one of the keys to corporate survival in the long-run.
Most marketing programmes are in short-run, encompassing periods below two
years long range programmes were not in existence. This is highly regretted as
it shows lack of marketing sophistication to the large – Nigeria industrial
establishment. Marketing planning has not the simple reason that our present
problem is a production problem when formulated due to the marketing plan,; a
new performance to evaluate or an existing plan to revise. Therefore its
marketing planning would center on analysis available resource and potions to
access opportunities.
Manager could then develop marketing
objective and a strategy, companies should recognize to include information
system in their plan so that they can have continuous feed-back and keep their
marketing activities oriented towards objective.
1.2
Statement of Problem
Effect of planning
and decision making are two crucial and interrelated aspect of administration
that must be understood and appropriately carried out in order to successfully
achieve organization goals. It has been the lack of understanding the
intricacies of importance of planning and decision making that sometimes
influence organizational authority into making decisions and plans are
unprofitable to the continuity of there operations.
In bid to solve this problem with
viable solutions this study is sought out to look into different approaches of
effect of planning as well as improving the effectiveness in order to create an
atmosphere where workers in the organization will work together in a cordial
environment through effect of good planning and decision making.
1.3 Research Questions
(1) Do most banks in Nigeria practice marketing
planning?
(2) Does the
response to whether marketing strategy in bouting operation in term of product
and performances service has resulted in greater patronage?
(3) Marketing
planning does not enhance profitability in most service organization?
1.4 Objective of the Study
In viewed of this reason a discussion on
this issue is to formulate a broad planning and development frame work setting
out guidelines and stand aids for more effective and comprehensive planning.
1.
To clarify if marketing planning relevant
to efficient performance of business organization.
2.
To clarify if banks in Nigeria practice
marketing.
3.
To clarify if marketing planning enhances
profitability in service organization.
1.5 Statement
of Hypotheses
1. Marketing planning is irrelevant to efficient
performance of business organization.
2.
Most banks in Nigeria do not practice
marketing.
1.6 Scope
of the Study
The researcher will examine how
organization plans there marketing efforts to achieve stated objectives. Access
Bank of Nigeria PLC service and marketing activities has been as the case study
of the researcher’s work to enable the researcher efficiently examines an
outline planning in order to compare actual results with goals set by the
company.
However, occasionally were necessary,
acquisition of data will be limited to the marketing plan, the requirement of
the good marketing planning and the benefits of a good marketing plan will also
be looked into.
1.7 Significance
of the Study
Due to the prevailing economic situation,
there is need to carryout marketing planning to minimize problems encountered
by companies in attempting to integrate and co-ordinate their marketing effort
into a concrete marketing programmes.
Some companies hardly know that marketing
planning can enhance the level of services as well as the rate of organization
growth and create assurance and tangibility of services in our environment.
A company or its implication such as
education technical expertise among service operators, this study will be very
beneficial to the service firm or sector also to the state and federal
government. It is aimed at setting the importance of services marketing in an
organization where services are rendered.
1.8 Limitation of the Study
It must be mentioned at this juncture that
a lot of problems were encountered in the course of this research work, among
which are:
The
attitude of respondents: the attitude of the respondents
posed a great problem for the researcher, they doubted the genuine intention of
the use of information as such sought, and some of the respondents were
redundant and too busy to fill the questionnaire. The expensive from the
respondents were rather an unfortunate one.
Time:
Though the study took place in second semester the academic calendar was
obviously too short. Besides engagement with staff and managers of companies
visited were always in function with normal lecture hours.
Lack of Book:
None availability of books for this work initially expected.
1.9 Operation
Definition of Terms
Market:
A market is defined as a place where title to goods/services between buyers and
sellers in exchange. It includes any place where physical transfer of
materialized takes place, there are two factors to consider.
Marketing:
The institute of market defines market as the management process responsible
for identifying anticipation and satisfying customer requirement portably.
Target
Market: The aimed market, a well defined set of customers who
need accompany plans to satisfy profitably than its competitors.
Planning:
Planning is the predetermined cause of action that organization or individual
follows to accomplish a specific set of objectives which have been established.
Threats
and Opportunities: They are outside factor facing business
organization such factors may be cause by government regulation, market
structure. A threat is a challenge posed by an unfavorable trend or specific
event that would lead in the absence of purposeful marketing action, no product
stagnation or denies.
Marketing
Effort: This means developing of a marketing strength by
specific decision relating to the product, the price. The distribution and the
promotion in order to satisfy the needs of the needs of the target market and
ideally provide strategy is otherwise know in as the marketing mix.
Marketing
Planning: This involves the setting of goals and strategies for
the marketing effort in the firm’s, this planning would the development of long
range programmer for the major ingredients in the marketing mix.
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