CHAPTER ONE
INTRODUCTION: 1.1
BACKGROUND OF THE STUDY
The sophisticate of the socio- economic and political environment of the world has introduced a state of urgency in the manner and style human affaires are conducted. There is a increasing awareness about the fact that does. For instance, in a race, the winner is the shortest possible time, in business, there is a popular saying that time is money, signifying that the time has an opportunity cost. That being the case information which is the basis for most decision ought timely. As such telecommunication has in the present time risen to a very fall height in its relevance day – to – day human affaire
Security agencies all over the world rely heavily on telecommunication for operations, business entities and individuals too are not left out. Radio communication are but a few examples of telecommunication networks.
Telephone, the emphasis of the research work is an instrument used for sending sound, especially human voice to a distance wire or radio, with the new technological breakthrough in the innovation of mobile pone or potable phone, empasis is already being made to create awareness of this new technology.
In Nigeria where this technology is relatively marketing effort is required to sell the idea to consumers.
Interestingly, nigria telecommunication plc ( NITEL) has been only player in the communication industry over the years. There has been no challenger since NITEL was owned and funded by the federal government of Nigeria. Being a sole player monopolist in the industry, thee was no need fmor advertisment, sales promotion or generally marketing effort.
But with the deregulation of the industry, the policy federation of private telecommunication companies and the policy of government on privatization commercialization, competition have set in market of both telecommunication services and instrument has become imparative for success.
1.2 STATEMENT OF PROBLEM
Recent global events have indicated very clearly that developments in the twenty first century willll be propelled by the revolution telecommunications and information technology. In an effort to develop a long the global trends in this sector, the Nigeria telecommunication industry is frequently and continually improving its techonology and service delivery. Newer and user friendly equipment and system appear on a regular basis in our market to replace out dated ones. These are caculated advances geared towards the improvement of standards thereby giving the consumer value for their money.
Nevertheless, in Nigeria problems traceable to lack of effective marketing still abound in the operations of some telecommunication establishment some of them have not fared well enough in the areas of distribution of telecommunication equipment and instrument.
1.3 OBJECTIVES OF THE STUDY
The main objective of the study is to highlight the contributions of advertising and marketing principles on sales of mobile phones, the factor that determine demand, pricing and distribution of the service in Nigeria.
OTHER OBJECTIVES INCLUDES:
a. To highlight the loopholes in services offered by mobile operations so as to enable management policies, strategies and decision to be stream – lined towards improving on these services.
b. To educate the mobile phone employees on the benefits of good customer relation.
c. To establish the relationship between marketing and sales of mobile phones, two hypothesis were tested. The hypothesis are as follows:
Ho: the application of advertising and marketing priciples does not have significant effect on sales of mobile phones.
Hi: the application of advertising and marketing principles has significant effect on sales of mobile phones.
Ho: marketing efforts impact negatively on the profit of telecommunication firms.
Hi: marketing efforts impact positively on the profit of telecommunication firms.
1.4 SIGNIFICANCE OF STUDY
The study is relevant to the extent it identifies the importance of marketing orient to the sales of mobile phones. Thus, it is a essencial guide to operators of mobie phone services desirous of improving the sales performance so that they can maximize their profit. It also prepares them for the scope of work ahead and hellp them to gather through resources to fully implement their program with ease.
1.5 SCOPE OF THE STUDY
The scope of this study research work centered on the impact of effective marketing of telecommunication products and service under the broad subject, the study focused on the marketing practices of mobile phone operations in Enugu.
In the course of the study, effort was made to determine the importance of mobile phones to the society and Nigeria economy.