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Environmental Complexity: Determinant Of Choice Of Promotional Tools In Marketing Oriented Organization In Nigeria
[A CASE STUDY OF JMK SUPERMARKET, ILORIN]
CHAPTER ONE -- [Total Page(s) 2]
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CHAPTER ONE
1.1 INTRODUCTION
Environments complexity is a determent to the choice of promotional choice in a marketing oriented organization. Although, the environment variable are numerous and are subdivided into three (3) major sub- sectors (the macro, immediately or tasks and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can be adopted by marketers to create awareness for the product carried. Although the topic may have a wider scope the researcher streamlined it down to a more researchable scope making promo tools.
Both human beings, business concern are responsible to the forces in the environment. No one can live in Isolation. Business must take care of both economics and social aspect of life that is making money must not suppress the welfare, culture and social life of the public. Therefore business must study the needs and want of the environment and produce and sell product and self products and service that will satisfy them.
The internal and external environment of business must be taken noted of the internal environment like, organization structure, location of business, staff facilities within the business place, union etc. We also have external environment, such as the political, legal union, technology, competition, government etc.
A good marketer must be conscious of all the environmental factors that may affects marketing amidst numerous forms producing and rendering similar products/services.
In study the both the external and the internal factors of environment will let the organization to know the promotional tools that will be effective for each environment.
For organization or company’s product to gain credibility and acceptability in the mind of prospective consumers, it has to strategies the kind of promotion that will fit the environments.
1.2 STATEMENT OF THE PROBLEMS
The level of influence of environmental elements on the choice of promotional tools to be adopted for the choice of promotional campaign in a marketing organization is of major concern to modern marketing.
i. What is the significance of environmental complexity to promotional tools?
ii. What effects does it have on market share and profitability?
iii. The extent to which culture can affect advertising.
1.3 OBJECTIVES OF THE STUDY
The primary objective of this study is to enable the researcher to fulfill the perquisite for the award of Higher National Diploma in marketing. The secondary objectives are as follows:
 To understand the interrelationships between the environmental element (marketing) and the promotional tool choice in other for the company to achieve it’s promotional objectives and help the organization to achieve its overall profit and other objective.
 To examine the effect of environment on promotional activities.
 To increase the organizational profit.
1.4 SIGNIFICANCE OF THE STUDY
Since all organization and business have come to realize the important of sales promotional for achieving the organization objective; this study is of immense value or benefit to the following:
 Academic
 Government
 Public i.e. customers and consumer
 Company
 The Researcher.
Academic: This study has a vital impact to may academically as it will effectively contribute to both the knowledge to the researcher and academy in general it will contributes to marketing literature which will serve as reference points.
Government: It will improve revenue base for the government collection of taxes. The government should ensure the target market has to be large enough to make the marketing effort financially worth while.
CHAPTER ONE -- [Total Page(s) 2]
Page 1 of 2
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