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THE ROLE OF MARKETING PLANNING IN THE MARKETING OF COMPUTER PRODUCTS

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Marketing as a course of study is very young compared to other established courses of study, so also is planning and control in business.  The aim of any marketing operation (planning and control is to make the future happier, but this fact was not well recognized by most firms, initially the job that should be handled by experts in the field of marketing were given to less qualified personnel and in most cases this shortens life of most business. As time went on there is competition among companies and they have to face to know what their  customers want before the market.

This idea bought about companies having well laid down plan before they market good and services for market needs.  In executing thee plans the company or marketers in charge how feel that to be successful one must be able to control set down plans. In planning and control of marketing activities the reward comes from what is put into the plan and measure up, monitoring (control) rather than from what is eventually produced.      

The process of marketing planning and contrail is to make the future happier.  It is mostly concerned with helping management identify marketing problems and alternative ways to solve them and easy decision making marketing planning share with the other activities of the marketing mix, the distinction in commerce of being a dynamic element in operation of business.

In the view of Edeoga (2002: (2)/planning is the process of anticipating the future and determining course of action for achieving organizational objectives planning is deciding in advance what to do, how to do it, when to do it and who is to do it, when to do it and who is to do it (Agbo 2000:33).  As Billy E. Goetz Acted, planning is fundamentally choosing and a planning problem abises only when an alternative course of active is discovered.

Edeoga believes that the planning process creates a blue print that not only specifies the means for achieving organizational objectives but provides chokepoints at which performance can be compared with expectations to determines whether current and activities are moving the organization toward its objectives. The important of planning in any organization including computer services business, need not to be once emphasis Adnika believes that he who fails to plan planes to fail this include organization, he noted future that no organization can operate profitably by merely trying to react to situation development as they occur. It is because of the important of planning that the researcher enfical looks at the role of marketing of computer products.

1.2  STATEMENT OF THE PROBLEM

To survive in a dynamic and competitive environment like our marketing organization must understand and practice marketing planning.  Marketing planning up an organization to base its marketing program or marketing effort on the needs and want of consumers marketing planning leads to increased profitability survival and growth of the from.  Inspite of these and many more many company including computer services from plays Lip services to marketing planning these have cost a lot of failure of many organization including computer froms.  This the researcher seeks to find white having company fail to plan their marketing products?

To what extent does lacks of marketing planning lead to fail of many companies these and many mane farms. The central task of these research works.

1.3   OBJECTIVES OF THE STUDY

The primary objective of this study is to threw mare light or examines mare deeply on the degree of efficiency in planning in computer services from.

i.  To determine if the organization actually adopt effective marketing planning.

ii.  To offer solution to the company for the need of effective marketing planning.

iii.  To determine whether the company uses efficient plan in their operation.

v.                  To determine the effective planning on the sale of computer from.

vi.                To determines the impact of planning of profit of organization.

vii.              To determine the impact of marketing planning on companies satisfaction of its numerous customers.1.4 STATEMENT OF HYPOTHESIS

Hi:       Effective planning has a negative impact on marketing activities of computer firms. 

Ho:      Effective planning has a positive impact on the computer firms.

Ho:      Effective planning do not increase the profitability of computer firms.

H2:       Effective planning do increases the profitability of the of the computer firms.

Ho:      Marketing planning does not lead to effective co-ordination of various department in an organization.

H3:       Marketing planning leas to effective co-ordination of various department in an organization.

Ho:      Marketing planning does not lead to companies satisfaction of their customers.

H4:       Marketing planning lead to companies satisfaction of their customer.  
1.5  SIGNIFICANCE OF STUDY

This study is expected to draw the alternation of other researchers in the field of business especially marketers who may be interest in the conduct of more in dept research in the area of the importance of efficient marketing planning in an organization.

Ideas and information produced have will act as a frame work to direct marketing manager in formulating efficient marketing planning even foreign investors in Nigeria.

It is expected that, this will bring out the role of efficient marketing planning and control in increasing sales of a farm product it will help to provide an explanation of those facts that can ensure of the effectiveness of marketing planning this research work will help provide an insight into the operation of marketing planning and computer firms this work is also expected to serve potential marketers as history or reference materials during their own time of leaving.
1.6 SCOPE OF THE STUDY

This research was undertaken to examine the role of marketing planning in the marketing of computer products. However, in the view of limited resources time, and other constraints emphasizes was place on operation within Lagos metropolis.
1.7 DEFINITIONS

A marketing planning is a written document that spells out the goals, strategies, and tactic that will be used to gain maintain the competition position and result that the company is seeking is situation, analysis, marketing objectives and goals marketing strategy action programme and budget.

Marketing control:

It concerns with establishing and maintaining appropriate procedures for monitoring and measuring the implementation of marketing plans and strategies set out to achieve and taking necessary correction “actions” (Adirika 1996: 260).

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