The days of a customer adopting one product or company for life are long gone. With easy access and global competitiveness, customers are often swayed by advertisingand a chance at a ―better deal. Quality levels and features between competing brands and organizations are often comparable. The thing that separates competitors is theirlevel of service. It is not unusual for customers to switch back and forth between products or organizations simply because of pricing, a bad first impression from... read more

Companies now operate in vastly competitive and non linear environment, the value of business lies increasingly in its ability to capture information and generate new idea. According to (Kotler 2009), “an idea that is no dangerous is hardly worth calling an idea”. The same can be said of strategic plan. A great plan provokes. It takes chances. This eventually attracts customers and the market to ones brand. Therefore there is a need for effective strategy planning in an organization. In toda... read more

The marketing environment has become a very competitive one as it has continued to evolve. Thus, it has become important for businesses to look for ways of gaining and sustaining brand loyalty by building customer trust. In essence, brand loyalty has become the target of all organization because they have realized that when customers are loyal to their organizations brand it provide the organization with steady form of income which in turn increases profit. Companies that successfully develop lo... 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

In today’s market place, selling a product is sometimes easier than getting it to customers. Companies have decided on the best way to store and move their product and services so that they are available to customer in the right assortment, at the right time and in the right place. Kotler and Armstrong (2010) opined that physical distribution (marketing logistic) is the process of planning, implementing and controlling the physical flow of materials final goods and related information from p... read more

Individuals have needs and business organizations exist to satisfy the needs andwants of the society. An appropriate method toward understanding form of businessownership will require the provision of conceptual frame work for the word BUSINESS. BUSINESS in a capitalist economy can be described as the sum of all the activitiesinvolve in the production and distribution of goods and services for profit. Thisdefinition implies that business assume responsibilities for two of the basic humanactiv... read more

All organizations exists in complex relationship with elements in their external environments. Corporate social performance is therefore an obligation of organization to act in ways that serve both its own interest and that of its many external public. These publics are considered stakeholder persons, and groups who are affected in one way or the other by the activities of an organization. They are people affected in one way or the other by its commitment to social responsibilities (Ogbuechi, 19... read more

It is paramount for an organization to promote an awareness of differences between the products and those of competitors. Branding is one of the strategies of differentiating a product so that a company can compete in non-price basis i.e. a company product should be differentiated from competitive products. Branding strategy is often used by companies selling reasonable standardized products such as soap, toothpaste and body cream or automobile to a brand market that is fairly homogenou... read more

Nestle Nigeria plc is associated with the nestle group, the single largest food company in the world and it is known worldwide for its top quality products. Nestle Nigeria plc began simple trading in 1961 and has today grown into a leading manufacturing and marketing company. It is a public quoted company listed since 1978 on the Nigeria stock exchange with about 20,500 shareholders participating. Nestle Nigeria Plc of Switzerland owns about 43% of the company’s equity. Nestle Nigeria pl... read more

The implication of marketing is that even though “customer orientation (a derivative- of marketing concept) has become a familiar slogan, with pride of place in the strategy statements of many organizations,” the god of actually implementing the customer orientation has continually been deceptively innocuous” (Nwankwo, 1995). The implication is that marketing is often restricted and viewed- from them. prison of commercial lenses. This situation has led pessimists of educational market, ... read more

The origin and traditional background of trade fairs can be traced to the time when neither good communication network of security needed for the establishment of pertinent commercial relationship were easily obtain. The first significant trade fair in Nigeria was held in 1960 to add glamour to Nigeria Independence Celebration, through with less business motives. The first trade fairs with international magnitude was held in 1977 and 60 countries attended. Over the years compani... 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

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

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

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 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

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

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

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

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