The problem of marketing of Small-Scale Enterprises is truly born of our time; it is product of the standard of timing enjoyed by advanced communities and the ways in which those communities organize the resources to meet the standard. The marketing is as old as trade itself but the marketing of small scale product, as it is introduced today has affected a large segment of the economy because of the important position and role occupied by small and medium scale business. But despite this recogni... read more

Marketing remains a relevance discipline, an indispensable role in any organization can be said to have products and customers for company to survive the intense of competition; it mustmap out marketing strategies that will ensure the achievements of the company objectives and set of goals. Marketing concept is important tools in the achievements of company goals, which will invariably yield positive results. The essence of marketing is to make consumer behaviour into consideration in or... read more

Marketing is an aspect of human endeavor (Baker 1995), quoting brech (1953) says that marketing is the process of determining customer demand for a product of service, motivating it sales and distributing it unto ultimate consumption at a profit. Marketing is not only much broader than selling, it is a specialized activity and it encompasses the entire business. It is the entire business seen from the point of view of its final result - the consumer. After the emergence of the industrial... read more

Diversification is one of the growth strategies available under the corporate level strategy, along side with concentration, merger and acquisition, strategic alliance etc. Diversification occwurs when a company adds to its business either in term of consumer function, consumer group or alternative technology [Oyedejo, 2004]. According to De Wit and Meyer, (1998)diversification occur when a corporation enter by starting up new activities [internal growth] or buying it lead to expansion of bu... read more

The economic situation of the country in both the past and present year has affected the financial and commercial activities of business organization as a whole, which has resulted in decline level of sales and profitability. In view of this facts, many business organization are therefore involved in different type of measure such as sales promotion in order to increase their sales and also to remain in business since there is doubt that without adequate sales promotion, most of the business obj... read more

Retailing is one of the most significant sectors of distribution. Retailing is a distributive activity that makes goods available to the ultimate consumers. It includes all the activities directly related to the sale of goods or services to the ultimate consumers. It involves selling to consumers who are acquiring goods for personal and non-business uses. This view of retailing therefore connotes that any firm (manufacturing, wholesaling or retailing) that sells something to ultimate con... read more

The impact of social responsibility is a concept whereby an organisation considers the interest of society by taking responsibility for the impact of their activities on customer's suppliers, shareholders in the environments. Social responsibility of management is the ethical and moral responsibility of the organizational image to the total society. It refers to social obligation beyond legal and economic obligation for an organisation to pursue long term goals that are for the benefit of the so... read more

Sales Promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. It is a common tool used to push sales in the Fast Moving Consumer Goods (FMCG) Industry. Sales Promotionaccording to Belch & Belch (2001) consists of a diverse collection of incentive tools, mostly short-term designed to stimulate quicker or greater purchase of ... read more

Sales promotion is important in marketing as away of increasing the demand for products or services. It is a substitute for price competition and as a way of differentiating similar products or services, Achumba (2000). Sales promotion is used frequently to improve the effectiveness of other promotional mix elements, especially advertising and personal selling. Sales promotion along with advertising and salesmanship are the major techniques used in merchandising products/services to the publi... read more

Thus, it is a common saying “failure to plan is planning to fail”. There is nothing on earth that does not need appropriate planning. If such thing determined goal must be achieved. Appropriate planning is one of the most important aspects of a product life cycle. As it is proper for somebody who intends to build a house, to draw a plan of the house whether such building will be a two bedroom flat or bungalow or a multirooms type. He has to decide within himself and also make a rough sketch ... read more

Demographics and product attributes are the mostly widely used variables for segmenting the market, with demographic categories used to match segments with media profiles, mainly because most media described their audiences by demographics. Although recent research has identified new bases for segmentation, including lifestyles, benefits, etc., profiling of target audiences by the media has changed very little. Media reach and pricing continue to be based on the demographic characteristics of th... read more

Over the last decade, our world has changed dramatically due to the growing phenomenon of globalization and revolution in information technology. There is tremendous demand on companies to lower costs, enlarge product assortment, improve product quality, and provide reliable delivery dates through effective and efficient coordination of production and distribution activities. To achieve these conflicting goals, companies must constantly re-engineer or change their business practices and employ i... read more

Most often marketing is associated with efforts of business firms selling their goods and services however, also many people think thatmarketing means selling or advertisement. These two are part of marketing. Marketing occurs anytime a person or organization strives to exchange something of value with another person or organization. The essence of marketing is translation or exchange broadly, marketing consists of activities designed to generate and facilitate exchange intended to satisfy hu... read more

Marketing as defined by the chartered institute of marketing United Kingdom is the management process for identifying, anticipating and satisfying customer requirements profitably. Marketing focuses on customers needs, identifies this needs through marketing research and goes ahead to produce goods and services that satisfies the needs of the consumers more effectively and efficiently than that of the competitors. Marketing research according to Kottler (2006), can be defined as the systemati... read more

In the present day Nigerian economy, small-scale businesses are predominant. The importance can only be fully appreciated when one realizes the dominant role it plays in our economic development. Small scales industries are active in all sectors of economy. However, their influence is mostly experienced in distributive trade, transportation and loca1manufacturing. Their major functions are mostly mobilizing capital for investment, providing goods and services for the society at large.Creating em... read more

A study of the evolution of packaging is inextricably linked to the evolution of consumption habits in particular, and of society as a whole (Zeithaml, V. 1988). In the rural society which prevailed until the industrial revolution of the 19th century, packaging was as rudimentary as the living conditions of the time. Packaging was often standardised and could be used for a number of different purposes: transporting food, wood or tools. We are talking more about receptacles than about packaging, ... read more

The concept of marketing orientation was developed in the 1960s and early 1970s at HavardUniversity and at a handful of forward thinking companies. It replaced the previous sales orientation that was prevalent between themid 1950s and the early 1970s, and the production orientation that predominated prior to the mid 1950 since the concept was first introduced in the late 1960s. It has been modified, repackaged and renamed as “customer focus , the marketing philosophy” “a market driven”,... read more

Marketing managers often commission formal marketing studies of specific problems and opportunities. They may request a market survey, a product preference test, a sales forecast by region, or an advertising evaluation. It is the job of the marketing researcher to produce insight into the customer’s attitudes and buying behaviour. Kotler and Keller(2006) Marketing research department play crucial roles within the organization especially when it comes to gathering and dissemination of vital ... read more

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

Many countries in the world today have at one time or the other been caught up in what some authors term "export dilemma". Almost instinctively, they therefore recognize the aviate need to develop their export base. One of the periodic publication of the GATT (General Arrangement Tariffs and Trade) National of export promotion techniques often reviews the activities and strategies of various nations to revitalize exports. It is not a surprise that almost all the advanced industrial nations of th... read more