TABLE OF CONTENTS
Title page……………………………………………..…….……….…….i
Certification………………………………………………………………ii
Dedication……………………………………..…….……………….….iii
Acknowledgement……………………………………..……….…..….iv
Table of content……………………………………………………..….vi
CHAPTER ONE
1.0 Introduction……………………………………………………….1
1.1 Background of the study……………………………………….1
1.2 Statement of the
problem………………………………………3
1.3 Aim and objective of
the study…………………………….….3
1.4 Significance of the
study………………………………….…….4
1.5 Limitation and
constraints of the study……………….……5
1.6 Definition of related
terms………………………………….….7
CHAPTER TWO
2.0 Literature
review…………………………………………..…...10
2.1 The ideal of marketing
concept………………………….…..10
2.2 The meaning of
retailing………………………………………12
2.3 The rational for
marketing concepts ……………………14
2.4 The importance of
marketing concepts in achieving organization goal. ………………………………………………17
2.5 Stages in marketing
concepts………………………………..19
CHAPTER THREE
3.0 Research methodology…………………………………………21
3.1 Research
design/appraisal…………………………………..21
3.2 Data collection method…………………………….………….21
3.3 Research population and
sampling procedure….……….23
3.4 Data presentation/analysis
techniques……………..…….24
3.5 Method of data analysis…………………………………..…..25
CHAPTER FOUR
4.0 Brief History of the
case of study……………………..…....26
4.1 Data presentation…………………………………………..….27
4.2 Data analysis and hypothesis…………………………..…..39
CHAPTER FIVE
5.0 Summary of
findings…………………………….……….…...42
5.1 Conclusions……………………………………….………..…...43
5.2 Recommendations…………………………….….…….….…..44
Reference………………………………………………..…….…46
CHAPTER ONE
1.0
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
Marketing has
probably been with us ever since The Serpent tented eve to consume a certain
apple but it is more scientific professional form marketing is more recent.
It seems to have developed in proportion so the growth of
industries in general from a simple to a more complex form of production and
distribution of goods and service.
The initial stage of development was that of barter. The
producer of a community supplied the consumer of it directly face to face was
paid for it with another commodity which the consumer had produced in his turn.
The next major stage was that of professional production
using an intermediary as distributor and employing the mechanism of money and
not barter that is a retailer emerged paid and probably was dominant figure in
the transaction.
Following the industrial revolution, a further stage of
evolution, occurred with the development of mass production of goods and
services. New factories commodities unable to produce for own requirements.
Along with standard product of a standard quality with a standard name.
But this stage was probably production oriented or production
domination. There came a time when mass production becomes type of product
emerged in this situation, it was essential to get more distribution, more shop
display better support them, the completion in this phase the company sales man
become the figure, the period was sale predominated.
Is consumers incomes increased and consumer attitudes
developed, great sovereignty choice emerged. Sheer availability in the store
shear product display was not enough. The consumer had to be won over at a time
when the consumer becomes the dominant force, the marketing concept truly
emerged.
This is the phase we are in now that is to say marketing in conjunction
with a variety of force from which it is inseparable.
1.
The consumer
2.
free availability of competitive products
3.
Free choice
4.
Consumer discrimination
1.2 STATEMENT OF THE PROBLEM
The statement
of the problem include; shortage of materials to produce the product,
insufficient capital, inadequate manpower, problem of directing marketing
effort to individual, consumer or user and used of marketing mix in the market
and poor environment.
1.3 AIM AND OBJECTIVES OF THE
STUDY
The aim and
objective of the study include:
1.
The market concept should provide good material in order to provide
useful for their customer.
2.
The used of marketing mix would done accurately for the process of
product in the market.
3.
The market concept must provide
sufficient capital to buy material that is well used for the product.
4.
The market concept must directing marketing effort to the individual
consumer.
1.4
SIGNIFICANT OF THE STUDY
It imperative
of this stage to appreciate fully the significant of study marketing concept
policy in an organization to both the manufacturing and the selling function in
any company.
Therefore, it’s
an important result of the use of marketing concept that corporation in
organization effort is well coordinated every employer is working towards a
common goal.
This
individual and department each have their individual goals which are likely to
produce hostilities, frictions and general ineffective organization
performance. The marketing personnel have the responsibility of seeing that all
employees are acting in accordance with the marketing concept.
One way of
doing this is by communicating to manager of the importance concept and placing
with marketing background at head of organization is helpful and this regard.
In addition,
marketing personnel can act as a customer spokesman within the institution. If
other personnel take actions that are not in accordance with the marketing
personnel can attempt to override the action or persuade the action that they
are wrong.
1.5
LIMITATION AND
CONSTRAINTS OF THE STUDY
The study
look only at those factors that are considered before marketing concept are
used or determine in the retail marketing activities. Therefore, the researcher
will not cover manufactures or producers should.
To do this a different
researcher is require it should also be noted that marketing concept in the
traditional retail marketing is quite different from marketing concept setting
in the supermarket and should not be compared. The research will not cover
anything about the purchasing about the purchasing power and consumer
behaviours.
This research will be faced a number of problems first in
importance are time and resources constraint which influence scope and size of
this project.
Language is the second serious constraints of te study
because of composition of the people that are fund in the market Yoruba, Hausa,
Igbo and other minus to interpret the questionnaire is another barriers.
Since this project in finding out something dealing with
money local people may not understand and can take one for tax collectors or
price control agent, this refuse to guide the appropriated information needed.
SOLUTION TO THE PROBLEM
RESOURCES:- To get
resources we need money and the money is being get from bank through loan and
used it to buy resources to produce the product for the customer.
TIME:- In order to
produce quality product is to buy resources form the right time, That is why my
resources at the right time in order to meet market expectation on my product.
LANGUAGE:- In a market
there are different language but all my customer in the market know how to
speak English language, that is why I used English language to discuss with my
customer.
1.6 DEFINITION OF RELATED TERMS
MARKETING CONCPET:- Is a
consumer or orientation backed by integrated marketing aimed at generating
customer satisfaction as the key to satisfy the need of customer satisfaction
as the key to satisfy organization goal.
MARKETING CONCEPT:- start
with the with the firm potential customer and their needs and programme to
satisfy the need of customer.
RETAILING:- Is the
marketing activities that result from mass production originally from
industrial revolution.
MARKETING TEST:- This is
used in forecasting the state of a new channel of distribution or tertiary
where buyer do not plan their purchase carefully or are very erratic in
carrying out their intentions or where expect are not very good guessers direct
market test is desirable.
OPINION TEST:- Opinion
test has to do with measuring the forecasting sales plan. This is done by turning
to customer, or expert dealer distributors e.t.c using group discussion method
to know their aim and altitude and motive behind purchase of a product.
INTENTION TO BUY:- This
is used to know why some customer do make certain purchase. It is similar to
opinion test only that it does not deal with expert, it deals with the entire
customers.
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