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APPLICATION OF MARKETING CONTROL TECHNIQUES IN MANUFACTURING FIRMS IN ENUGU L.G.A OF ENUGU STATE (A CASE STUDY OF EMENITE LIMITED EMENE ENUGU STATE)

ABSTRACT

The topics of this research work are the application of marketing control techniques in manufacturing firms in Enugu east local government: A case study of Emenite Limited Emene Enugu. In order to peruse this investigation property, the following research objectives were formulated namely:  To investigate to what extent manufacturing firms have forma plans for their activities. To determine whether the application of marketing control has any effect on the achievement of the corporate goals and objectives of their organizations. To find out the specific areas where the application off marketing control are necessary, etc. The researcher adopted the survey technical in carrying out this research work. A total number of one hundred and eighty (180) respondents formed the population of this study. This number was however statistically reduced to a sample of one hundred and twenty four (124) respondents using the Yaro Yamane sample size formula. The data were gathered mainly through questionnaires, interviews and direct observation. A total number of one hundred and twenty four (124) questionnaires were printed and distributed to the selected respondent but only one hundred and two (102) of such questionnaires were properly filled and returned and final analysis was based on this figure. To analyze data collected, the researcher made use of simple percentage as well as tables. Based on the analysis, the researcher discovered among other that: Apart from the other control, techniques, sales analysis, market share analysis, marketing audit and profitability checks are the most frequently used techniques in Emenite Limited Enugu. The Female workers at Emenite Limited is fewer in number than the male counterparts. This should be employed. Emenite Limited does not sell their product to customers directly but make use of middlemen in the distribution of their products, etc. Based on these findings, the researchers recommended among other that Emenite limited should Endeavour to sustain its current effort to apply marketing control system in their operations. Apart from the techniques. Listed above, the company should try new ones like ratio analysis, sales variance, etc. Emenite should revisit their employment policy to create room for more woman to be employed. Emenite should open an avenue for customer to buy some of their products directly. Conclusively, the importance of applying marketing controls in manufacturing firm cannot be overemphasized; and the goals of the company will be achieved if the recommendations made are utilized.

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