Thursday, 30 June 2016

Roles Of Marketing In A Developing Economy



The basic fact is that Nigerian economy is a developing one: therefore there is the need for our firms to make efficient and effective use of the available resources to develop the country economically.
In fact, any company that decides to operate in market be it consumer or industrial market must recognize that it normally cannot serve the entire customer as such.


The evolution of market concepts follow the history of marketing right from the beginning of industrial  revolution (1750-1840) which took a new dimension and was fully embraced in 1990s, though the Nigerian market was still being dominated by the foreign market. Then a few Nigerian  manufacturers embraced this concept of production product/ sales selling, marketing and societal concept which was faced with several problems.

TABLE OF CONTENT
Title page
Certification
Dedication
Acknowledgment
Table of Content

CHAPTER ONE: INTRODUCTION            
1.1 Background to the Study
1.2 Statement of Problems of the Study
1.3 Aims and Objectives of the Study
1.4 Significance of the Study
1.5 Scope of the Study
1.6Limitation and Constraint to the Study
1.7Definition of the key Terms

CHAPTER TWO: LITERATURE REVIEW
2.1 Definition of Marketing
2.2 The Meaning of Marketing
2.3 Micro and Macro Marketing
2.4 Function of Marketing
2.5 importance of Marketing
2.6 Nature of a Developing Economy
2.7 Characteristics of a Developing Economy
2.8 The Role of Marketing in a Developing Economy
2.9 Formulation of Hypothesis

CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Definition  of Population and Sampling procedure
3.3 Data Collection Method
3.4 Data Presentation and Analysis techniques

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Brief History of Nestle Foods
4.2 Data Presentation
4.3 Data Analysis

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Report
5.2 Conclusion
5.3 Recommendation
References

CHAPTER ONE
INTRODUCTION
1.1  BACKGROUND TO THE STUDY
Among those problems they encountered include: the poor statistical records available to back up the research. The dynamic nature of the marketing environment based on technological developing, population growth, income and change in taste, government policy, interstate and boundary link problem upon availability of goods and transportation system to create place and time utility.

1.2 STATEMENT OF PROBLEMS OF THE STUDY
In any research work, certain problem are usually indentified for the study, it is the way problems are defined that governs the ability of decision makers to search and indentify appropriate solution.

Below are the problems:
- Does all the marketing activities (marketing mix) effective and efficient enough to promote the economy?
- How can the product meet the basic satisfaction of the
customer?
- Can it (product) really act as a substitute to foreign product?
Does the economy allow promotion to get the grass roots of the target market?
- Is the channel of distribution competent enough to accommodate the product?
- What benefits the firm derives from the marketing activities?
- Would the nature of developed economy allows marketing activities  and  the development of the economy?
- All those are done with a view to critically analyzing the application of marketing as well as it role and benefit derivable there of economically.

1.3AIMS AND OBJECTIVES OF THE STUDY
The overall aim and objectives of this study is to define and explain the role of marketing in a developing economy, examine the origin and development of marketing in the Nigeria economy and access the relevance of marketing concept to the nation (Nigeria) economy.

Among the more important aims and objectives are the followings:
- Effectiveness is efficiency of marketing activities in promoting the economy.
- Satisfying/ meeting the basic needs and wants of the customer in terms of quality, quantity and price of the product.
- To access the relevance of marketing concept to the Nigeria economy.
- Determination of marketing roles in a developing economy.
- Identification of the problems facing marketing in a developing economy, suggestion and recommendations to solve the problem.
- The benefit derivable from the marketing activities.

1.4 SCOPE OF THE STUDY
This study intends to cover as much as possible all aspects of marketing activities relating to the development of the entire economy. More so it is design to provide information that is capable of reflecting some problems occurring living the period of carrying out marketing activities in the economy.
This study shall first analyze the definition of marketing and expatiate on the meaning of marketing as well. It shall review and explain the meaning of macro and micro marketing. The will help in the function and important of marketing in changing the nature of developing economy.

This research study would be carried out between the periods of December, 2014 to March, 2015.
Lastly future viability prospects and healthy environment the marketing activities as likely to create will be revealed.

1.5 SIGNIFICANCE OF THE STUDY
A research of this nature is never without significance. As regard this, thus research work is important to the case study. The case study would benefit from the research work because the research work pointed out the importance and roles of marketing in a development economy.
          The researcher would also benefit from the research work as it adds more knowledge to the writer. The society at large would as well benefit from  this research work.


1.6 LIMITATION AND CONSTRAINTS TO THE STUDY
In the course of carrying out research of this nature it is often common to encounter some problems especially in the area of data collection. The case of this study is not expected to be different. Referred to the limitation to the study are the constraints which are likely to hinder the smooth conduct of this research and typing, computing and other incidental expenses to the point of binding the product.

As may be expected of a kind of this study a lot of limitations in the regards are as follows:

TIME: Since the period of this investigation is combined with academic work with fact that less than three months will be used for the whole exercise.

FINANCIAL CONSTRAINT: The problem of time constraint apart, the researcher was unable to cover all the other branches due to financial problem. However, the best will be put into it at least by asking necessary questions and hypothesis to ensure that the sample size   is a true and fair representation of nestle foods Nigeria limited.
 
ILLITERACY
: Another obstacle in the collection of data is that of illiteracy. Majority of respondents are illiterates and  this factor may cause some communication breakdown as I will not be able to speak Hausa nor Igbo language.

A situation where the management cannot speak even broken English, let alone understanding some management term is quite deplorable and unthinkable.

SUSPICION:
Suspicion of the research, normally no business concern is interested in revealing its secrets to a suspect. The research may be suspect to be  spy or a competitors agent during this investigation even where there are various evidence  to present to prove otherwise.
Despite all the constraints envisaged by the researcher, plan has been make to manipulate the available resources at his deposal to see that the study become a success.

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