MARKETING PLANNING AND IMPLEMENTATION AS A TOOL FOR BUSINESS SURVIVAL (A STUDY OF SOKOTO CEMENT)

TABLE OF CONTENT

Title page

CHAPTER ONE: GENERAL INTRODUCTION

1.1       Background of the Study

1.2       Statement of the Study

1.3       Objectives of the Study

1.4       Hypothesis

1.5       Significance of the Study

1.6       Scope of the Study

CHAPTER TWO: LITERATURE REVIEW

2.0       Introduction

2.1       Definition of Marketing

2.2       Marketing Concept

2.2.1    Production Concept

2.2.2    Product Concept

2.2.3    Selling Concept

2.2.4    Marketing Concept

2.2.5 Societal Concept

2.3       Marketing Mix

2.3.1 Products

2.3.2 Price

2.3.3 Place of Distribution

2.3.4 Promotion

2.4       Marketing Planning

2.4.1 Business Purpose

2.4.2 Market Situation Analysis

2.4.3 Organization and Implementation of Plan

2.5       Marketing Segmentation

2.5.1 Nature of Market Segmentation

CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Introduction

3.2       Population of the Study

3.3       Sample and Sampling Techniques

3.4       Methods of Data Collection

3.5       Justification for Choosing the Method

3.6       Historical Background of the Study

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1       Introduction

4.2       Data Presentation and Analysis

4.3       Summary of Findings

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1       Introduction

5.2       Summary

5.3       Conclusion

5.4       Recommendation

References

Appendix

CHAPTER ONE: GENERAL

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

The current difficulties and uncertainties in business underline the importance of professional and up to date marketing practice. Many companies are realizing the need to employ other strategies in their operation as cost cuts are not enough, the only sure way to improve/expand business is by improving marketing by finding more profitable customers and new high growth market.

Some would want to argue that business concerns have thrived successfully before the advent of marketers as a management concept, but one point is that, business activities today are more demanding and complex compared to what they were before. The Nigerian economy today involves actual manufacturing assemblies, packaging and of course the importation of goods and services, and this is why program marketing became crucial.

According to Kotler ('1994:33) "Marketing is getting the right goods and services to the right people at the right place, at the right time and the right price with the right communication and promotion" it involves the determination of test, wants, extents, the cost benefit analysis of satisfying consumers and also calculation within realistic the probable market a producer can hold. Above is the functions of the market department of business organization, but it also involves main tenancy of aggressive sales force to canvass for sales for their diversified products by adopting a serious results oriented approach, diverting in-depth and easily understood actualizing themes, formulating a comprehensive promotional strategy, providing and maintaining customer advisory services and the establishment of some marketing policy.

If the above represents the definition and function of marketing thus what is the importance of marketing to the business concerned and the relevance of the importance to be attached to marketing planning and implementation. To this Druker (1979:58) say "It is the customer who determines what a business" this is therefore to say that marketing which create customers for the business enterprise by satisfying their needs determines to a great extent the survival and prospects of business enterprise....

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