The marketing activities of an organization is guided by six marketing mix that comprises of controllable variables that marketers use in the achievement of their marketing objectives. It includes the combination of product, price, physical distribution and promotion; generally referred to as the four Ps which serves as the pivot of marketing management. Promotion can be seen as the use of communication to persuade or convince prospective customers. In other words, it is the coordinated... read more

achieving customer satisfaction in a multinational company

effect of total quality management (tqm) on manufacturing sector’s performance in nigeria.

Nowadays branding is the most crucial aspect among companies’ activities. A brand consists of more parts than the visible features such as names and logotypes. No matter if the company is a bank or a toy store it is the brand itself that determine if they will succeed or not. It may seem as a simple equation but to identify what makes a brand succeed is rather devious since two complete alike brand, do not exist (Haig, 2005). Branding is most commonly associated with assets such as messagin... read more

According to Oyedijo, Idris and Aliu (2012), governments world-wide have come to realize that Small BusinessEnterprises (SBEs) contribute enormously to the growth and development of a nation’s economy. Small Business Enterprises (SBE's) play a major role in the world economy, and their contribution to economic and employment growth is widely recognized. Small Business Enterprises (SBE's) do play a major role in the world economy, and they are recognized as one of the main contributors to econo... read more

Salesmanship is the act of usefully persuading prospective customers to buy a product or service from which they can derive suitable benefits thereby increasing their total satisfaction with the mutual aim of achieving the company’s goals and objectives. In any business practice, especially in those organizations where their products are to be sold, the need for salesmanship is very important because it is used to motivate customer at the point of purchase when they are about making th... read more

A multitude of companies today has already identified the need to create a loyal customer base and acknowledges that maintaining existing customers and extending business with them is significantly less expensive than acquiring newcustomers. Customer loyalty gained importance when the classic marketing paradigm with its instrumental and transactional orientation proved unsuitable in the context of longer-term business relationships. Instead, the relationship marketing approach, which is speci... read more

Employee of whatever status needs to participate in the coordination of resource of the organization.Simultaneously an individual also needs to participate in communication. The reciprocal process of sharing information through symbols, principally the word communication itself denotes the exchanging of ideals and since man is both sharing of feeling and ideals are necessary to sound judgment. Therefore, communication is essential to sound management, the success of any organizat... read more

Over the years companies (Business Organizations) as corporate bodies have not exercised their obligations. They have failed to impact positively on their immediate environments let alone the nation in which they operate. They pay an unliving wages to their employees, shareholders dividend are either accumulated or not paid at all, evade taxes cheat customers through poor services, unqualitative product and high prices, engage in unwholesome competition, circumvent operational guidelines and in... read more

Customer relationship management has attracted the expanded attention of practitioners and scholars. More and more companies are adopting customer-centric strategies, programs, tools, and technology for efficient and effective customer relationship management. They are realizing the need for in-depth and integrated customer knowledge in order to build close cooperative and partnering relationships with their customers. The emergence of new channels and technologies is significantly altering how ... read more

Businesses used integration strategies to increase market share and profit and thus enhance firm's performance. Vertical integration is very common among larger businesses interested in growing their event further. Vertical integration occur when business expand into new areas connected with its business processes. Various strategies exist for each types of integration designed to increase profits for the company. Market expansion occurs when businesses attempt to expand into area that i... read more

Advertising has been in existence for many decades. It is one means of promotional mix which has its ultimate function to inform, persuade and promote ideas in order to sell goods and services (Akinkugbe 2006; Kotler, 2009). Advertising, over the years, has grown to become a prominent form of marketing communication, and as a marketing communication tool, it utilizes various forms of mass media to get sales messages across to a large number of people. The traditional mass media for advertising i... read more

This chapter distinguishes between socially responsible policies and policies that simply represent sound business practice. Attention to customer preferences is sound business practice and requires no justification other than the remuneration it provides. Similarly, creating a culture that builds mutual commitment between the firm and its employees requires no justification beyond the benefit it provides. In contrast, responding to a community need for low, income housing is beyond the normal s... read more

Retailing is the set of activities that markets products or services to the final consumers for their personal or household use. Businesses used retailing strategies to increase market share and profit and thus enhance firm’s performance. Vertical retailing is very common among larger businesses interested in growing their event further. Vertical strategy occur when business expand into new areas connected with its business processes. Various strategies exist for each types of retailin... read more

As competition in the 1990s intensified and markets becameglobal, so did the challenges associated with gettinga product and service to the right place at the right timeat the lowest cost. Organizations began to realize that it isnot enough to improve efficiencies within an organization,but their whole supplychain has to be made competitive (Tan, Lyman and Wisner 2002). The understanding and practicing of physical distribution management has become an essential prerequisite for stayingcompeti... read more

In the Nigerian business environment, mostmanufactured or processed products are sold in packages. Few actual products seen, but the rest are packages of different sizes, colours and types. Packaging can be defined as the activities in product planning that involves thecan be shapes, general designing of a container or a wrapper for a product. On the other hand, consumer behaviour can be defined as the way a consumer perceive, thinks or reacts towards purchases of goods or services, influence... read more

The impact and effect of market segmentation with the view of globalization throughout the world 'be it developed or developing economy, the supremacy being. accord the free market system cannot be over emphasized, that is achieving economic efficiency which ultimately leads to economic growth is free competitive market system otherwise refers to as the capitalist system. Market segmentation is one of the steps into defining and target specific markets. It is the process of dividing a market ... read more

In the past years, the main aim of business organization was to Manufacture and sell, but recent marketing dynamic has change this my topic notion of our poor industrialists with finding out what consumers want and buy, as only then will there be certainty that the product can be sold profitability and also offer return on investment. Previously, product departments produce what they want for marketing department, but now marketing department request for what consumers want from the company thus... read more

Leadership is a very crucial factor in the management process and means influence on the behaviour of other in order to achieve organizational purpose or goals. Communication which is the mean through which task and recourse needed to carry out an assignment. The roles and duties are transferred by information a massage from one involves communication, research has shown that 232 technical employees of a research organization spent 61% of their hour work day in these activities; speaking and l... read more

Marketing and promotional strategies in the Aviation industry may differ depending on the unique situation of the individual business like Arik Airline. However there are a number of ways of categorizing some generic marketing strategies. A brief description of the most common categorizing schemes by David J (2002) is presented below: · Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically ther... read more