THE IMPACT OF “MARKETING MIX” IN THE ACCOMPLISHMENT OF ORGANIZATION OBJECTIVE (A CASE STUDY OF UNILEVER BROTHERS NIGERIA PLC). A RESEARCH PROJECT MATERIAL ON MARKETING
Marketing as a profession and an academic discipline has undergone a rebirth which has made its principle more embracing and positive in its everyday application in improving product innovation??? The main aim of this project is to know the impact of “Marketing Mix” in the accomplishment of organizational objectives. Over the years, ineffective marketing communication has had a negative effect on marketing mix, which makes us ask the question. How much is marketing communication (promotion) appreciated in enhancing the positive outcome of other marketing variables? Marketing communication itself is the effort by a firm or company to design and disseminate information about its product existence, features terms and the benefits to the target markets, using different medium. This study is expected to throw more light on how effective marketing mix (product, price, promotion, place) can help accomplish organization objectives.
1.1 GENERAL BACKGROUND TO THE SUBJECT MATTER
This study practically involves the investigation of marketing mix (product, price, promotion, place) in the accomplishment of organisational objectives. There are numerous definitions of marketing written by various marketing fanatics and practitioners around the globe. As a result, student’s lectures, and marketing practitioners believe so much on whatever tool or monographs they could lay their hands on that relates to marketing.
Marketing administration itself takes a managerial approach to marketing problems. Hence, marketing is an instinct discipline. Practitioners consequently rely on principles; researches, ideas, concept and techniques including a problem solving approach to enable them (practitioners and scholars) handle global challenges. In general, a well-organized marketing economy creates numerous opportunities for viable investment and it gives rise to high level of business activities. But, when marketing activities are overlooked diminishing returns on investment and total failure of business initiative is likely to be encountered.