THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE.

THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE.(A CASE STUDY OF SELECTED TEST BOOK PUBLISHING COMPANIES IN OWERRI).

ABSTRACT

The major problem addressed in this study is exploration of the relevance of effect of branding of product marketing in industries that produces household goods (for a study of UNILEVER NIG PLC ABA) abia state with a view to establishing the relationship between advertising and sales volume. Advertising has been a subject of controversy within the academic circle. Chapter one deal with the introduction of general description in relation to the topic under study. It explains the importance of advertising on the marketing of consumer product. It explains advertising as one of the promotional tools which a firm employers to persuade potential buyers. It explains advertising as one of the promotional tools which a firm employ buyers to persuade potential buyers. Apart from the role and importance of advertisement the problems and challenges encountered by unilever Nig plc in applying advertising in its operation was enumerated. However, the researcher summarized the entire study. The study has attempted to analyze the factors responsible for the influence of advertising on marketing of consumers product.

TABLE OF CONTENTS

Title page

Dedication

Acknowledgement

Abstract

Table of contents

Chapter one

• Introduction

1.1  background of the study

1.2  statement of problem

1.3  purpose of the study

1.4  research question

1.5  statement of hypothesis

1.6  significance of the study

1.7  scope of the study

1.8  definition terms

Chapter two

2.0  meaning and scope of segmentation and positioning

2.1 bases for segmentation

2.3 criteria for segmentation

2.4 attributes used to selected target segments.

2.5  why segmenting market (importance)

2.6  types of market segments

2.7  factors of a market segmentation

2.8  qualities of a market segmentation

2.9 tactical application.

Chapter three’

• Introduction
  • research methodology
  • research design
  • sources/ method of data collection
  • population and sample size
  • sampling techniques
  • validity and reliability of measuring instrument
  • method of data analysis

chapter four

4.0 presentation and analysis of data

4.1 introduction

4.2 presentation of data

4.3 analysis of data

4.4Test of hypothesis

4.5 interpretation of result

Chapter five

• summary conclusion and recommendations
  • introduction
  • summary of findings
  • conclusion
  • recommendation

CHAPTER ONE

• INTROUDCTION

The effect of mark segmentation and positioning on company performance particularly, in utilizing market segmentation the insurance companies must pay attention to barriers that may negatively impact the effectiveness of the market segmentation exercise performance positioned to make best use of segmentation practices.

The have perceived it as the process that a company adopt to divide the market into district positioning and enhanced turnover market segmentation is necessary and its often the strategy for market positioning for a retail organizational marketing research firm and the performance positioned to make best use of segmentation.

• INTRODUCTION

This section of the report deals with the historical background of selected textbook publishing companies in Owerri. It also narrates the statement of problem, purpose of the study, research questions, the significance of the study, scope and limitation of the study.

• BACKGROUND OF THE STUDY.

The subject matter of market segmentation is the desegregation of the population into separate groups or subgroup. It is time that may criticism of marketing are promoted by misunderstanding and / or miss-application of the marketing concept. Usually the mistaken marketing concept it iherfing interpreted as give the customers what he wants which in many cases is a sure road to turn.

1. in reality the marketing concept advice that we should establish users or what extent it existing and potential resources to the mutual benefit of both parties go the exchange. Clearly the real marketing concept required the marketer to steer a careful course between regarding every individual as a discrete marketing opportunity form consumers and organization buying behaviours it is apparent that are can either disaggregate a population into separate the groups or a population into separate the group or subgroup of population through the use of a variety of distinguishing distractive features which must be passed by those within the group but he same time are absent from those excluded from it. In marketing this process is known as marketing segmentation.

Marketing segmentation could also be process of dividing of a total market into groups consisting of people who have relatively similar product meds. The purpose is to design a marketing mix(es) that more precisely match(es) that meds of individual in a selected segment(s)

A market segment on the other had is a group of individual groups or organization who share one or more similar characteristics that cause them to have relatively products need

beyond identifying segments in the market management must. Carefully consider both the strengths and the weakness of competitions when developing marketing strategy  this is to aid the product positioning task in essence product positioning the market segmentation by defending the market target that management in tends the firm to penetrate. It establishes the segment at  which the firm intends to focus its marketing efforts. This is the segment(s) where the firms is most likely to have a competitive advantage.

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THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE.(A CASE STUDY OF SELECTED TEST BOOK PUBLISHING COMPANIES IN OWERRI).