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 numerious 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 marketers 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 are the
significance of environmental complexity to a 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.
1.5 SCOPE OF THE STUDY
Their
research work has been limited to the marketing oriented organization mostly
within kwara state because of the nature of the state and the cultural in
balance mostly observable in different parts of the state. Basically, the area
of coverage of the study are:
–
Conceptual scope
–
Geographical scope
–
Time scope
–
Industrial scope
Conceptual
scope: For simplicity of the study the conceptual
scope of the study will be base on application of sales promotion hence,
emphasis will be laid on marketing strategy on product. Product performance in
the market.
Industrial
scope: The company name is J.M.K supermarket
which engage in sales of different product and varieties.
Geographical
scope: The geographical scope of this study is
Ilorin in kwara state and all the information used were gathered in Ilorin.
Time
scope: This cover the periodic depth of the
study. Therefore the four scope of the study is three (3) years back. All the
data will be the one that fall between 2008-2010. All the event that happen is
that we want to evaluate and make used of it. These, however made the project
to be made variable and achievable.
1.6 LIMITATION OF THE STUDY
There
are different type of obstacle occur during the research work, among these
problem include the following.
–
Time
–
Financial constraints
–
Respondence
–
Geographical
F
Time:
Is one of the major problem that come up
when making a research work and the researcher does not have much time to
conduct the research work due to the lecture and tutorials that needs to be
attending to. But at the end he was able to adjust and make a proper planning
for the research work.
F
Financial
constrain: Money is another hindrance to this
project work in terms of transportation, publication of questionnaire, parent
and Guardian save as the only source of findings which make it easier for me to
gathered needed data and they give me emotional and physical support.
F
Respondent’s
constraints: This is another hinderance to
gathered needed information in carrying out this research personnel or
respondents react violently. Organization tagged their filled as secret but
after series of persuation to the respondents that all information will only be
keep as confidential to me alone, because is meant for educational purpose of
facilitate my project writing. All these helps to select this problem of
respondents limitation.
1.7 DEFINITION OF TERMS
Marketing
is a specific management functions, it is performed by both individual and
organizations. Marketing is the process of getting a product to the consumer
which involves a number of related business operation i.e. finding out what the
consumer wants designing the product pricing the product so that the consumer
can buy it and manufacture will also benefit in term of profit.
PROMOTIONAL
TOOLS
Promotion:
is one of the key term used in this
research work. Promotional is one of the four major marketing mix variables
concerned with informing the target customers that the right product is
available at the right place. Promotion include advertising, sales promotion,
personal selling, publicity and public relation.
Advertising:
Advertising is any paid from of impersonal presentation of product or ideas of
commercial significance to prospective buyer.
Sales
promotion: is refers to those promotional
activities rather than the other four which stimulates interestrial or
purchases by customers or channel members.
Publicity:
This is a form of impersonal communication about a company or its product
appearing in the medial answers. It is free in the sense that the information
is widely known.
Publicity
relation: This is a planned effort by a company to
influence peoples (or groups) attitude or opinion towards the organization can
be directed towards the organization. It can be directed toward such public as
customers, government, agencies and employees or community living near the
promoting organization.