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The Significant Of Marketting Concept To Retailing.
[A CASE STUDY OF CADBURY NIGERIA PLC]
CHAPTER ONE -- [Total Page(s) 2]
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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.
CHAPTER ONE -- [Total Page(s) 2]
Page 1 of 2
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