APPLICATION OF THE MARKETING CONCEPT IN OUR LOCAL MARKET

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknowledgement

Abstract

Table of content

                   CHAPTER ONE

1. Introduction
2. Statement of the problems
3. Objective of the study
4. Importance of the study
5. Scope of the study
6. Limitation of the study

CHAPTER TWO

2.1  Literature review

2.2  Nature and scope of marketing

2.2.1 Importance of marketing

2.4  Retailing mix

2.5  The concept of marketing in retailing

• The difference between marketing and retailing concepts
• Hypothesis formulation

CHAPTER THREE

• Research Methodology
• Method of survey
• Population
• Sampling method
• Sampling and sampling selected
  • Techniques for analysis

CHAPTER FOUR

4.1    Data presentation

• Data analysis
• Historical background of the study
                                      CHAPTER FIVE

• Summary Of Findings
• Conclusion
• Recommendations
  Appendix
  REFERENCES

 ABSTRACT

Application  of the  marketing  concept in  our local market sparked Offa a deal of concern to the research that will undertake this study aiming  at surveying  the importance of the marketing concepts in relation to retail marketing.

We felt that caring on this project in Owode Market, Offa will bring out meaningful result since there are ‘many retailers in that market.

For easy analysis and understanding the study as being put into five chapters.

Chapter one throws light on what has a brie history of the topic and state constraint encountered while carrying out the research, the importance of th-‘i study, scope of the study, statement of the problem. In chapter two, a detailed literature review of some books, journal,

CHAPTER ONE

1.1   INTRODUCTION

Marketing has probably been with us ever since serpent tempted eve to consume a certain apple. But in its more scientific professional firm, marketing is of more recent growth to industry in general from a simple to a more complex form of production and distribution of goods and services.

The initial stage of development was that, of barter. The producer of a commodity supplied the consumer of it directly face-to-face and was paid for it with another commodity which the consumer had produced in his turn.

The most major stage was that of professional production wishing on intermediary as distributor and employing the mechanism of money and not barter that is a retailer emerged paid in cash and probably was the 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 produced standardization commodities for new urban communities unable to produce their own requirement. Along with standardization want branding i.e. a standard name. But this stage was probably production oriented or production domination.

There come a time when mass production became common place and more than one brand of a particular type of product emerged become available to .purchase competitive branded product. In this situation, its essential to get more distribution more shop display, better retailer support them the competitor in this phase the company salesman become the key figure, the period was sale dominated.

As a consumer income increased and consumer attitude developed great sovereignty of choose emerged Sheer availability in the store sheer production display was not enough the consumer to be turn 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   emerged   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

This governs what marketing is and does.