CHAPTER ONE
1.0
INTRODUCTION
1.1
BACKGROUND OF
THE STUDY
Marketing has probably been with us ever since The Serpent tented eve to
consume a certain apple but it is more scientific professional form marketing
is more recent.
It seems to have developed in proportion
so the growth of industries in general from a simple to a more complex form of
production and distribution of goods and service.
The initial stage of development was
that of barter. The producer of a community supplied the consumer of it
directly face to face was paid for it with another commodity which the consumer
had produced in his turn.
The next major stage was that of
professional production using an intermediary as distributor and employing the
mechanism of money and not barter that is a retailer emerged paid and probably
was dominant figure in the transaction.
Following the industrial revolution, a
further stage of evolution, occurred with the development of mass production of
goods and services. New factories commodities unable to produce for own requirements.
Along with standard product of a standard quality with a standard name.
But this stage was probably production
oriented or production domination. There came a time when mass production
becomes type of product emerged in this situation, it was essential to get more
distribution, more shop display better support them, the completion in this
phase the company sales man become the figure, the period was sale
predominated.
Is consumers incomes increased and
consumer attitudes developed, great sovereignty choice emerged. Sheer
availability in the store shear product display was not enough. The consumer
had to be won over at a time when the consumer becomes the dominant force, the
marketing concept truly emerged.
This is the phase we are in now that is to
say marketing in conjunction with a variety of force from which it is
inseparable.
1.
The consumer
2.
free availability of competitive products
3.
Free choice
4.
Consumer discrimination
1.2 STATEMENT
OF THE PROBLEM
The statement of the problem include; shortage of materials to produce
the product, insufficient capital, inadequate manpower, problem of directing
marketing effort to individual, consumer or user and used of marketing mix in
the market and poor environment.
1.3 AIM
AND OBJECTIVES OF THE STUDY
The aim and objective of the study include:
1.
The market concept should provide good material in
order to provide useful for their customer.
2.
The used of marketing mix would done accurately for
the process of product in the market.
3.
The market
concept must provide sufficient capital to buy material that is well used for
the product.
4.
The market concept must directing marketing effort
to the individual consumer.
1.4
SIGNIFICANT
OF THE STUDY
It imperative of this stage to appreciate fully the significant of study
marketing concept policy in an organization to both the manufacturing and the
selling function in any company.
Therefore, it’s an important result of the use of marketing concept that
corporation in organization effort is well coordinated every employer is working
towards a common goal.
This individual and department each have their individual goals which
are likely to produce hostilities, frictions and general ineffective
organization performance. The marketing personnel have the responsibility of
seeing that all employees are acting in accordance with the marketing concept.
One way of doing this is by communicating to manager of the importance
concept and placing with marketing background at head of organization is
helpful and this regard.
In addition, marketing personnel can act as a customer spokesman within
the institution. If other personnel take actions that are not in accordance
with the marketing personnel can attempt to override the action or persuade the
action that they are wrong.
1.5
LIMITATION
AND CONSTRAINTS OF THE STUDY
The study look only at those factors that are considered before
marketing concept are used or determine in the retail marketing activities.
Therefore, the researcher will not cover manufactures or producers should.
To
do this a different researcher is require it should also be noted that
marketing concept in the traditional retail marketing is quite different from
marketing concept setting in the supermarket and should not be compared. The
research will not cover anything about the purchasing about the purchasing
power and consumer behaviours.
This research will be faced a number of
problems first in importance are time and resources constraint which influence
scope and size of this project.
Language is the second serious
constraints of te study because of composition of the people that are fund in
the market Yoruba, Hausa, Igbo and other minus to interpret the questionnaire
is another barriers.
Since this project in finding out
something dealing with money local people may not understand and can take one
for tax collectors or price control agent, this refuse to guide the
appropriated information needed.
SOLUTION TO THE PROBLEM
RESOURCES:-
To get resources we need money and the money is being get from bank through
loan and used it to buy resources to produce the product for the customer.
TIME:- In
order to produce quality product is to buy resources form the right time, That
is why my resources at the right time in order to meet market expectation on my
product.
LANGUAGE:- In
a market there are different language but all my customer in the market know
how to speak English language, that is why I used English language to discuss
with my customer.
1.6 DEFINITION
OF RELATED TERMS
MARKETING
CONCPET:- Is a consumer or orientation backed by integrated marketing aimed at
generating customer satisfaction as the key to satisfy the need of customer
satisfaction as the key to satisfy organization goal.
MARKETING
CONCEPT:- start with the with the firm potential customer and their needs and
programme to satisfy the need of customer.
RETAILING:-
Is the marketing activities that result from mass production originally from
industrial revolution.
MARKETING
TEST:- This is used in forecasting the state of a new channel of distribution
or tertiary where buyer do not plan their purchase carefully or are very erratic
in carrying out their intentions or where expect are not very good guessers
direct market test is desirable.
OPINION
TEST:- Opinion test has to do with measuring the forecasting sales plan. This
is done by turning to customer, or expert dealer distributors e.t.c using group
discussion method to know their aim and altitude and motive behind purchase of
a product.
INTENTION TO
BUY:- This is used to know why some customer do make certain purchase. It is
similar to opinion test only that it does not deal with expert, it deals with
the entire customers.