THE EFFECT OF PRICING STRATEGIES ON THE MARKETING OF AGRICULTURAL PRODUCTS IN ENUGU STATE (A CASE STUDY OF UDI L. GOVT. COUNCIL). A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
ABSTRACT
These study on the effect of pricing strategies on the marketing of agricultural products in Enugu State. With particular attention to Udi L. G. A Council was carried out with the some for the following objectives.
To evaluate the possible means of reducing or removing entirely the activities of middlemen to remove the problem of heading.
To appreciate the channel of information flow which will help bridge the communication gab which exist in the rice market in the State.
To evaluate the best possible means or best strategy to be used in making the product (Rice) available in the Urban town and Cities thereby eliminating the problem of price variations.
To recommend based on the findings possible ways of activating the problem effecting rice marketing (pricing and strategies in Enugu State).
CHAPTER ONE
INTRODUCTION
Today, the mentioning of the word marketing has a lot of things and meanings to send to a lay man. The word marketing has to be understood and interpreted by any lay man as meaning the same things as trading. But to a professional, marketing is starts before production and ends after consumption. We also talk about societal marketing concept which puts the entire society into consideration when doing any thing unlike trading which emphasizes on selling.
In an attempt to define the term marketing, it is good to look at some definition given by some authorities and professionals in the field. It should also be noted that there is no generally accepted definition of marketing rather each person tries to took at marketing to reflect the functions performed by him therefore we would not make mistakes if we say that there are as many definitions of marketing as there are many marketer.
According to Philip Kotler (1980), marketing is “Human activity directed at satisfying needs and wants through exchange process.” This definition has some key words as the operative words, such as needs, wants and exchange, Needs, this defined as a state felt deprivation in person. Wants are the expression of human needs as they are sharped by a person, culture and individual development. And want must be backed with money for it to be meaningful to the marketer Exchange is obtaining a desired object from some one offering in return something of value.
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