CHAPTER ONE
1.0 INTRODUCTION
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.
1.1 BACKGROUND OF THE STUDY
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.
(i) Attempting to measure and anticipate the needs and wants of customers.
(ii) Developing products and services that meet the needs of the target market better than competitors.
(iii) Making the products and services readily available to potential customers.
(iv) Working to build long term relationships with satisfied and loyal customers.
1.3 PURPOSE/OBJECTIVE OF THE STUDY
Analysis of prevail situation here, it tries to unveil what is on ground and what needs to be done to harmonizes expectation with result.
Planning of marketing strategies here one looks at the available options vital for the realization of the market objectives.
Implementation of marketing programs this state ensure that those strategies developed at the second stage are part to practical use.
Control of Activities under this arrangement effort are made to ensure that objective set tallies with result obtained.