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

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

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

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 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

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

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

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

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

Ten percent of the profit before tax made by bonus is directed towards financing Small and Medium Scale Industries in Nigeria (SMES) as directed by the Federal Government through the Apex body in the country's financial institution - Central Bank of Nigeria CBN. This has come to stay as a policy, brought forth as a result of the overwhelming impact of this sector to a country's economic development as evidenced in the tracks of nations like: Brazil, Argentina, India, China, Malaysia amongst othe... read more

An Organization is primarily established to achieve certain predetermined objectives, once of which could be the production and distribution of products and services which fulfils the needs and satisfaction of its consumers. Thus, the needs of the consumers must be identified appropriately by organizations in order to produce goods and services that will satisfy the consumers on one hand and generate sales and profit for the organizations on the other hand. This assertion underscores the... read more

This chapter will examine the basic background to the study and its objectives will involve analyzing the historical and analytical perspectives of Marketing Communications on consumer loyalty to consumer products in the consumer segment of the market with proportionate emphasis on Cadbury Nigeria Plc. The chapter will also include statement of problem, which will give rise to fundamental questions that will be answered in the context of the study. Purpose of this study will be a... read more

The aim of marketing as a set of individual and organizational activities is to ensure that consumer wants, needs and preferences are appropriately and properly satisfied in order toensure customer/consumer satisfaction and at the same time achieve the goals of the individual or organization. Marketing ensures that goods and services are not only produced, but also ensure that these goods are made available to the consumers at the right time, place and in the right quality. The goal of m... read more

Nigeria as a sovereign statehas remained a point of reference in Africa and onthe global stage. This is stem from the fact thatit is one of the largest exporters of crude oil to developed and developing nations of the world. For more than three decades therefore, crude oil has been the major hubof the energy, revenue and foreign exchange earnings for the Nigerian economy (Abubakar,2015).According to Eke and Enibe (2007), the production and distribution of... read more

The actual existence of a product does not translate to consumer satisfaction when there is lack of awareness. The awareness is filled by advertising. In marketing, the basic fact is that a product does not sell itself. A product that is designed to meet buyers’ needs cannot be successful even at an affordable price without adequate information which can only be provided by advertising. The word “Advertising” can be defined as any paid form of non personal presentation of ideas, goods o... read more

According toKornhanser, Dubin and Russ (1954), conflict can be referred to as "the total range of behaviours and attitude that express opposition and divergent orientation between individual, owners and managers on one hand and working people and their organization, on the other hand. Furthermore, a conflict situation is therefore one that is characterized by the inabilityof those concerned to iron out theirdifferences, and this does not necessarily have to result in strikes. Flanders (1968) ... read more

According to Fagbohungbe (2009) definesproduction as the “process of designing, operating and controlling a productive system capable of transforming physical resources and human talent into needed goods and services”. Although, some prefer the label production/operations management, the more global term of production used here is to emphasize that production system generates intangible services as well as tangible goods. Lawal (2007) states at least four reasons why it is important th... read more

Over the years, the term ethics in organizational performance has long been associated with management scholars and business leaders around the world. There is a broad agreement the world over that as a matter of corporate policy, every organization strives to be committed in a manner that is ethically transparent. Ethics in the world of organization’s business involve “ordinary decency” which encompasses such areas as integrity, honesty and fairness. Behaving in an ethical manner is se... read more

Distribution is a stream, a flow of products and services from the producer though intermediaries to end-users. It consists of members in the distribution channels that gets the products from assembly line (production) to the consumer (consumption). It includes selecting and managing the trade channels through which the product will reach the right market at the right time and to develop a distribution system for physically handling and transporting the product through these channels. It also in... read more

The survival, success and continuity of service organizations depend on effective relationship marketing. The effectiveness of relationship marketing in service organizations determine to a great extent the performance of the organization as well as the satisfaction customers can derived from services rendered by the organization (Kotler, 2006). Relationship marketing (RM) is meriting an increasing amount of attention in marketing research, and has already become a key enterprise marketing ac... read more