ENVIRONMENTAL COMPLEXITY: DETERMINANT OF CHOICE OF PROMOTIONAL TOOLS IN MARKETING ORIENTED ORGANIZATION IN NIGERIA

TABLE OF CONTENTS

Title Page

Certification                                                                            i

Dedication                                                                               ii

Acknowledgement                                                                   iii

Table of Contents                                                                    v

CHAPTER ONE: BACKGROUND OF THE STUDY

1.1 Introduction                                                                      1

1.2 Statement of problem of the study                                              3

1.3 Aims and objectives of the study                                                3

1.4 Significance of the study                                                   4

1.5 Scope of the study                                                             6

1.6 Limitations and constraints of the study                                     7

1.7 Definition of terms                                                            9

CHAPTER TWO:

2.1 Concept of environmental complex variables                             11

2.2 Marketing environmental complexity                                12

2.3 The external marketing environment                                 14

2.4 Marketing communication                                                          20

2.5 Promotional tools                                                              23

2.6 Advertising as a promo tool                                              25

2.7 The learning organization                                                  27

2.8 Hypothesis formulation                                                    27

CHAPTER THREE

3. 1 Population sampling and sample size                              29

3.2 Research design                                                                 30

3.3 Sources of data collections                                                          32

3.4 Method of data collections                                                          33

3.5 Instrumentation, validity and reability of instrument                 37

CHAPTER FOUR

4. 1 Brief history of case study                                                         40

4.2 Presentation and analysis of data                                               41

4.3 Hypothesis testing                                                             49

CHAPTER FIVE: SUMMARY, CONCLUSION

5.1 Summary of report                                                            56

5.2 Conclusion                                                                        57

5.3 Recommendations                                                             57

Questionnaire

References

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.

Public: It is of significance to the buyer or the target market as it creates awareness, educate and appealing to the consumer or a particular product discourage dissonance.

Company: This study is of significance to the manufacturer as if enables them to choose an appropriate and understand effectiveness of sales promotion for the sales of the product and benefit derived from the product both local and international market, that will improve the profitability of expansion.

The Researcher: The researcher should measure the market characteristic of different segment and the member of the segment must be capable of been actually  identified, the various used to categorize them, must be measurable, it’s very significance for the researcher because various educational background can be used a based for segmenting particular product.