THE IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATIONAL OBJECTIVES (A STUDY OF INNOSON PLC, EMENE)

THE IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATIONAL OBJECTIVES (A STUDY OF INNOSON PLC, EMENE)

This project work was to investigate the impact of marketing mix in the accomplishment of organizational objectives.

The main objectives were:

1.   To identify the impact of marketing mix in the organization.

2.   To identify the different approaches used by organization to implement marketing mix.

3.   To identify how the management of Innoson Plc should ensure that good strategies should get in plan.

Based on the objectives of the study.  The population of study were drawn from the users of Innoson products in Enugu metropolis.  Bourley’s formular was used to determine the sample size.   Questionnaires and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected and, the following finding were made;

1.     Marketing mix plays a good role in the performance of Innoson plc.

2.     Innoson plc Emene choose the appropriate marketing mix from the target market.

The researcher therefore made the following recommendations;

1.   The management of Innoson Plc should ensure that good strategies are put in place in presenting their products to the public.

2.   People, process and physical evidence which is an other marketing mix in modern economy should be used in achieving the objectives.

TABLE OF CONTENTS

CHAPTER ONE

1.0  Introduction

1.1        Background of the Study

1.2        Statement of Problem

1.3        Objectives of Study

1.4        Research Questions

1.5        Scope of Study

1.6        Significance of the Study

1.7        Definition of Terms

CHAPTER TWO

2.0        Literature Review

2.1        Historical Overview of Marketing

2.2        School of Thought in Marketing Profession

2.3        The Marketing Mix as a tool of Study

CHAPTER THREE

3.1        History Background of Innoson Plc

3.2        Source of Data

3.3        Population of the Study

3.4        Sample Size

3.5        Limitation of the Study

CHAPTER FOUR

4.1        Summary of Findings

4.2        Recommendations

4.3        Conclusion

Bibliography

Appendix

CHAPTER ONE

1.0    INTRODUCTION

1.1    BACKGROUND TO THE STUDY

This study practically involves the investigation of marketing mix (product, price, promotion, and place) in the accomplishment of organizational objectives. There are numerous definitions of marketing written by various marketing fanatics and practitioners around the        globe. As a result, students, lecturers, and marketing practitioners believe so much on whatever tool or monographs they could lay their hands on that relates to marketing.

Marketing administration itself takes a managerial approach to marketing problems. Hence, marketing is an instinct discipline. Practitioners consequently rely on principles; researches, ideas, concept and techniques including a problem solving approach to enable them (practitioners and scholars) handle global challenges. In general, a well-organized marketing economy creates numerous opportunities for viable investment and it gives rise to high level of business activities. But, when marketing activities are overlooked diminishing returns on investment and total failure of business initiative is likely to be encountered.

THE IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATIONAL OBJECTIVES (A STUDY OF INNOSON PLC, EMENE)