Marketing Management As A Realistic Approach Towards Organisational Success

Project and Seminar Material for Marketing

Marketing Management As A Realistic Approach Towards Organisational Success


Abstract


This study was carried out to examine marketing management as a realistic approach towards organizational success using Nigeria Bottling Company Aba, Abia State as a case study. The study was specifically carried out to ascertain whether there is a significant relationship between marketing management and organizational success, determine whether marketing management contributes to the actualization of organizational goals, determine the impact of marketing planning and control on the achievement of organizational success, and determine the impact of strategic marketing approach on the achievement of organizational success. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of staff of Nigeria Bottling Company Aba, in Abia State. In determining the sample size, the researcher conveniently selected 57 respondents and 50 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency table. While the hypotheses were tested using Pearson correlation statistical tool, SPSS v23. The result of the findings reveals that there is a significant relationship between marketing management and organizational success. The study also revealed that strategic marketing approach has a positive impact on the achievement of organizational success. Therefore, it is recommended that managers should realize that the appropriateness of a particular marketing management strategy, whether adapted, standardized, or somewhere in between, hinges on its fit with external environmental factors that the firm operates in. Hence managers should concentrate their limited attention and resources on finding the right marketing mix that will improve the firm’s performance. To mention but a few.


Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organisations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1 Background of the Study

Marketing has been viewed from different standpoints as being vital for the attainment of individual or corporate objectives. Since marketing deals more with satisfaction and exchange. It therefore becomes very essential that such marketing activities be properly managed to realize any defined objectives set either by individual or any given organization. In this chapter the writer will be looking into the relationships which marketing has with management. Various authors have different definitions but we want to consider the definition that is given by American Marketing Association (AMA) which sees marketing as the performance of business activities that direct the flow of goods and services to the consumers.

While management has been defined as the organization process that is involved in utilizing human and material resources of the organization for the purpose of accomplishing defined objectives.

Marketing management is defined as planning implementation and control of programmes with the target market for the purpose of achieving company goals. (1999) defined marketing management as the process of utilizing the management function of planning, organization, stating directing, leading, and controlling in the solutions of marketing problems.

The world in which we live in is very complex and therefore several efforts are being garnered towards finding solutions to human desire and aspirations the course that has contributed in no small needs of man is marketing. Marketing has therefore made bebut in understanding the behaviour of man and subserviently went ahead of find out those needs desire. Sequel to this, several organization has been developed to provide these needs of man. The sad thing about it is that most of these firms go into liquidation due to their inability to have sound management of their marketing outfit thus leading to collapse of either their product or even the extinction of the entire business.

Going by these anomalies into the business life cycle, this research work, “A realistic Approach of Marketing Management Towards Organizational Success”, was conducted for the operation of the business sector as a panacea to the longstanding problem.


1.2 Statement of the Problem

The world recognizes marketing management as a team work requiring combination of material and human effort towards the attainment of marketing objectives.

Thus, the major problems of this study include.

  1. Attempting to measure and anticipate the needs and wants of customers.
  2. Developing products and services that meet the needs of the target market better than competitors.
  3. Making the products and services readily available to potential customers.
  4. Working to build long term relationships with satisfied and loyal customers.

1.3 Objectives of the Study

The broad objective of the study is to examine the marketing management as a realistic approach towards organizational success. Other specific objectives of the study are:

  1. To ascertain whether there is a significant relationship between marketing management and organizational success.
  2. To determine whether marketing management contributes to the actualization of organizational goals.
  3. To determine the impact of marketing planning and control on the achievement of organizational success.
  4. To determine the impact of strategic marketing approach on the achievement of organizational success.

1.4 Research Question

  1. Is there a significant relationship between marketing management and organizational success?
  2. Does marketing management contributes to the actualization of organizational goals?
  3. What is the impact of marketing planning and control on the achievement of organizational success?
  4. What is the impact of strategic marketing approach on the achievement of organizational success?

1.5 Research Hypotheses

  • Ho: There is no significant relationship between marketing management and organizational success.
  • Ha: There is a significant relationship between marketing management and organizational success.

1.6 Significance of the Study

This research study is significant in that it will:

  1. Create awareness on the role of effective and realistic approach of marketing management on organizational success.
  2. It would generate information which will help managers to understand the concept of a realistic approach of marketing management towards organizational success.
  3. The result of the findings of this project may help other researchers on the topic, as a source of reference.
  4. Help business organizations to know the needs of effective marketing management, and how to adopt it to achieve growth and profitability.

1.7 Scope of the Study

The scope of the study borders on marketing management as a realistic approach towards organizational success. However, the study will be delimited to Nigeria Bottling Company Aba, in Abia State.


1.8 Limitation of the Study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing to the nature of the discourse thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size.

Additionally, the researcher will simultaneously engage in this study with other academic work. More so, the choice of the sample size was limited as few respondent of Nigeria Bottling Company Aba were selected to answer the research instrument hence cannot be generalize to other corporate organizations. However, despite the constraint encountered during the research, all factors were downplayed in other to give the best and make the research successful.


1.9 Definition of Operational Terms

Marketing:

Marketing is the process of intentionally stimulating demand for and purchases of goods and services.

Marketing Management:

Is defined as the planning implementation and control of programmes designed to create, build and maintain mutually beneficial exchange relationship with the target market for the purpose of achieving company’s goals.

Organization:

This involves developing unique and favorable image in the mined of the target publics for whom the organization is established particularly the customers both profit and non-profit organization utilize the service of marketing, to boost their image in demand for audiences and funds.


1.10 Organizations of the Study

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, abnd selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on marketing management as a realistic approach towards organizational success using Nigeria Bottling Company Aba, Abia State as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was to examine marketing management as a realistic approach towards organizational success using Nigeria Bottling Company Aba, Abia State as a case study. The study was specifically carried out to ascertain whether there is a significant relationship between marketing management and organizational success, determine whether marketing management contributes to the actualization of organizational goals, determine the impact of marketing planning and control on the achievement of organizational success, and determine the impact of strategic marketing approach on the achievement of organizational success.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent were staff of Nigeria Bottling Company Aba, in Abia State.


5.3 Conclusions

Based on the findings of this study, the researcher concluded that;

  1. There is a significant relationship between marketing management and organizational success.
  2. Marketing management contributes to the actualization of organizational goals.
  3. Marketing planning and control has a positive impact on the achievement of organizational success.
  4. Strategic marketing approach has a positive impact on the achievement of organizational success.

5.4 Recommendations

Based on the findings of the study, the following recommendations are proffered.

  1. Managers should realize that the appropriateness of a particular marketing management strategy, whether adapted, standardized, or somewhere in between, hinges on its fit with external environmental factors that the firm operates in. Hence managers should concentrate their limited attention and resources on finding the right marketing mix that will improve the firm’s performance.
  2. In addition, marketing managers need to comprehend the fact that although some elements (e.g., product, price, promotion, physical ambience and distribution) still exert a positive and significant effect on the firm performance among retail stores in footwear and therefore the firms should also endeavor to examine the potential value creation of marketing strategies and align this value to their overall strategy.
  3. Marketing managers need to integrate all facets of strategy; they need adequate analytical capabilities to perform this essential boundary-spanning role. These competencies enable them to identify threats and opportunities skillfully within their business environments, monitor and access environmental change, and improvise marketing strategy accordingly. Such capabilities enable promotion of the marketing concept to senior management in the firm. This is vital, as failure in this respect leads to failed strategy execution and even a poor image of marketing within the firm.

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