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APPLICATION OF MARKETING CONCEPTS IN THE MANUFACTURING INDUSTRY OF NIGERIA

ABSTRACT

This research work attempt to appraise the applications of marketing concepts in manufacturing organization.  In view of the relevance of the marketing concepts in an organization, but it is discovered that manufacturing organization operate below capacity. Marketing deals with price, promotion, product, and distributions whereas marketing concept is the philosophy that when applied efficiency will be attained. The researcher tried to find out the root causes of these problems, considering the country’s large population, available resources and relatively large number of manufacturing firms, yet, those organization encountered problem. The researcher is hoping to add more light on proper applications of marketing concepts as well as to help students to know more about it. Research questions were used and responses were gotten which shows that manufacturing organizations faces problems which include lack of creating awareness, government policies etc. marketing research should be carryout in order to know consumer’s behaviour towards products so also, careful study on government policies because as government changes, policies change too. Some policies will favour manufacturing organizations while some doesn’t favour them, as such they have find a way of managing government policies so as to have maximum capacity utilization. Finally, the researcher summarized, concluded, and recommended on the better way in tackling even more effectively the problems associated with the applications of marketing concepts as well as operating below expectation as earlier identified and enumerated in this project work.

CHAPTER ONE

INTRODUCTION

1.0    Background of the study

Marketing was defined by Kotler (2001) “as a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Staton (1964) defines marketing “as a total interaction of business activities designed to plan, price, promote, and distribute  want satisfying products and services to present to potential customers. 

Schew and Smith (1982) saw marketing concept as the philosophy of business or attitudes of management which maintain that the local point of the entire firm is the consumer.  These marketing activities are called the marketing mix which basic function includes product development, packaging branding, pricing, placement, and promotion clearly, marketing activities  should be carried out under a well thought out philosophy of efficient, effective, and socially responsible marketing.  Kotler (2001) how ever maintains that there are five competing concepts under which organization conduct marketing activities, the productions concept, product concept, selling concept, marketing concept and societal marketing concept.

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