EFFECTIVE MARKETING OF TELEVISION SERVICE IN ENUGU METROPOLIS (A CASE STUDY OF ENUGU TELEVISION (E.T.V)

EFFECTIVE MARKETING OF TELEVISION SERVICE IN ENUGU METROPOLIS (A CASE STUDY OF ENUGU TELEVISION (E.T.V)

ABSTRACT

The research work titled “Effective Marketing of television services in Enugu metropolis was carried out to offer recommendation which if it is applied would enhance the performance of services organization.

During the course of study it was discovered that Enugu Television (ETV) which happened to be case study of the researcher used integrated marketing concept to achieve it set objectives, their advertiser, their viewer of company mutual benefits which they also have to put more effort on their services.

To solve the research problems of ETV based on the findings which is the inability to adequately adopt the marketing concept as regards to customers satisfaction in their operation.

The management of ETV have to utilize various techniques such as knowing their customers complaints by making use of public relations strategy and field survey as to achieve the best of television services.

The management should organize programmes such as workshop, seminars from time to time as to educate the staff on the method of improving efficient relationships with the customers.

Conclusively, if these recommendations are effectively applied, it will help in enhancing the efficiency and effectiveness of the services rendered or offered by Enugu Television (ETV) to its numerous customers.

TABLE OF CONTENT

CHAPTER ONE

1.1        Background to the Study

1.2        Statement of the Problem

1.3        Objectives of the Study

1.4        Significance of the Study

1.5        Scope of the Study

1.6        Limitation of the study

1.7        Definition of Terms

CHAPTER TWO

2.0        Review of Related Literature

2.1        Theoretical Framework

2.2        Marketing Defined

2.3        Services Defined

2.4        Characteristics of Services

2.5        Marketing mix for services

2.6        Marketing Strategy

2.7        Performance problems in services organization

CHAPTER THREE

Discussion of Findings

CHAPTER FOUR

4.0     Summary, Recommendation and Conclusion

4.1     Summary of Findings

4.2     Recommendation

4.3     Conclusion

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND TO THE STUDY

The Enugu State Television Channel 50 can be traced back from the establishment of Eastern Nigeria Broadcasting Corporation (ENBC).  On the 1^st October, 1960 under the name of ENBC 2^nd regional radio/televisions stations.

The stations became Eastern Central State Broadcasting Service (E.C.S) after the State creation by the Federal Republic of Nigeria into 12 states.

EFFECTIVE MARKETING OF TELEVISION SERVICE IN ENUGU METROPOLIS (A CASE STUDY OF ENUGU TELEVISION (E.T.V)