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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]
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1.2 STATEMENT OF THE STUDY
The important of marketing control techniques in the efficient management of companies cannot be over stressed.
Thus
in the word of Mocker [1972:2] marketing or management control is a
systematic effort to set performances standard with planning objectives,
to design information feedback system, to compare actual performances
with those per-determined standard, to determine whether there are
deviation and to measure their significance, and also to take any action
necessary to ensure that all corporate resources are being used in the
most effective and efficient way possible in achieving corporate
objectives.
This view was also supported by Udeagha (1999:281) when
he defined management control as consisting all the measures undertaken
by an organization to measure performances against standard to ensure
that the planned organization activities objectives and goal are
achieved.
Notwithstanding the positive views; expressed by these two
authors above, evidences abound that most of the companies do not apply
marketing control in their day to day operations.
This view was
expressed when Kotler (1980:729) argued that in spite of the need for
effective marketing control; many companies have inaugurate control
procedures. He recent further to argue that many companies fall to
compare them price with competition to analysis warehousing and
distribution costs, to analysis the cause of returned merchandize, to
conduct formal evaluation of advertising effectiveness, and to review
their sales-forces reports.
The negative attitude of some companies
towards the application of marketing techniques control for their
operations as pointed in one of the major factors that stimulated to
researcher to embark on this study. The ideas was to find out whether
Enemite Limited as a roofing sheet manufacturing company based in Enugu
applies the concept of marketing control in its operation and the
findings of the study to make some recommendations.
1.3 OBJECTIVES OF THE STUDY
The researcher work was embarked upon to achieve the following objective
i. To investigate to what extent manufacturing firm time formal plans for their activities.
ii.
To determine whether the application of marketing control has any
effect on the achievement of the corporate goals and objectives of their
organization 15
iii. To find out the specific area where the application of marketing control are necessary.
iv. To determine the various marketing control techniques available in their company.
v. To determine whether the application of marketing control techniques enhance a firm’s competitive position.
vi. To ascertain the most frequently used marketing control techniques among manufacturing firms.
vii. To make recommendation based on the findings of the researcher work that will ensure improved productivity and efficiency.
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ABSRACT - [ Total Page(s): 1 ]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 o ... Continue reading---
