THE IMPACT OF MARKETING MIXIN THE ACCOMPLISHMENT OF ORGANISATIONAL OBJECTIVES

THE IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATIONAL OBJECTIVES

CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

The effective mix marketing can drive the organization towards their objective and improve their performance in term of short term and long-term performance of the company. An effective marketing strategy must direct an organization where they want to be in the long-term basis that is why marketing strategies is known as the continuous process. Marketing strategy can be defined as a strategy or plan by a company to differentiate themselves from its competitors using it strength to improve customer satisfaction towards their product or services. Marketing strategy has become a relevant tool in the world for any organization to remain in the competitive market environment and become stronger than others competitors (Daniel, 2018). Marketing as defined by Chartered Institute of Marketing (2009) is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Marketing is a key management discipline that enables the producers of goods and services to interpret customers wants, needs and desires and match, or exceeds them, in delivery to their target consumers. Therefore, the function of marketing strategy is to establish the nature, strength, direction, and interaction between the marketing mix- elements and the environmental factors in a specific situation.(Daniel, 2018)A broader understanding of marketing is defined as a strategic and competitive plan pursued by top management which is supported by a set of functional activities performed by line managers and a customer-driven orientation practiced by the entire organization members with the aim of a profitable relationship. Hashim and Hamzah (2014), the marketing mix is a set of controllable marketing tools that an institution uses to produce the response it wants from its various target markets.