Strategic environmental scanning and organization performance in a competitive business environment

Abstract

This work justified “the impacts of Strategic Environmental Scanning on Organization performance in a competitive business environment” by studying Nestle Nigeria Plc and Cadbury Nigeria Plc. The opinions of the selected respondents were sought by the use of structured questionnaire; the collected data were analyzed and interpreted with regression and coefficient of correlation method of analysis. Hypothesis one revealed that there is significant relationship between strategic environmental scanning and organization performance, the coefficient of determination (R2) is 0.297. It shows that 30% of the variation or change in effective organization performance is caused by variation in strategic environmental scanning. Hypothesis two also shows that the coefficient of determination (R2) is 0.301. It means that 30% of the variation or change in organization productivity is caused by variation in external environmental factors, which connotes that the external environmental forces have positive impact on organization performance. And as such, the use of strategic environmental scanning in evaluating the external environmental forces (opportunities and threats) helps in seizing the opportunities and avoiding threats and it leads to organization profitability. Hence, since the findings shows positive signal, the researcher recommends that, organization should strategically, periodically, and continuously involve in strategic environmental scanning and pay strong attention to the threats (so as to avoid) and opportunities (so as to seize) in the environment

The effect of corporate culture on corporate image. A study of adeniran ogunsanya college of education, ijanikin, Lagos

Abstract

Gender stereotyping in advertising

Problem Statement

That gender is one of the main segmentation variables for advertisers which is one of the factors that makes it interesting to advance study how gender stereotyping is manifested in television advertisement. Although large amounts of research have been done since the 1970s but there is still some things that are unknown.

This study will shows the effect of gender stereotypes on advertisement.

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 IMPORTANCE OF MARKTING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING COMPANY

ABSTRACT       

The research work examines the IMPORTANCE of marketing research in enhancing the service level of manufacturing firm and to achieve the purpose. Past contributions and the opinions at experts were reviewed. The research design adopted in carrying out this research work is quas – experimental design and the primary data was collected with the aid of questionnaire from ten (10) respondents draw from three small scale firm in Owerri. The data was subsequently analyzed using frequency table and percentages via analysis of variance solution software package (SPSS). After critically analyzing the data, the following were the findings that there is a significant relationship between marketing research and the service level of manufacturing firm and secondly moderating factors do interfere in the relationship between marketing COMPANY and recommendations were made, that firm should be enlightened on the IMPORTANCE of marketing research and how it attest marketing performance positively, adapt in order to have an edge over technological tools to suit current market situation. The IMPORTANCE of marketing research in enhancing the service level of manufacturing firm (A case study of some selected manufacturing firm in Owerri Metropolis).

CHAPTER ONE/INTRODUCTION

BACKGROUND OF THE STUDY

The Nigerian economy for long has been characterized with little wonder, Nigeria is often known as a reseller market. The few manufacturing firm still operating are either muiti-national cooperation or government establishment. This scenario has adversely affected the Nigeria economy to an extend. It has become dumping ground for other countries.

Although a lot of economics reform programms were initiated in Nigeria to make the manufacturing industry vibrant and allow infant industries to grow, such programms were never sustained to the later due to political instability and mismanagement of funds by stakeholders. Nevertheless, the recent programmes of the federal government has given hope to the manufacturing COMPANY or industry as small and medium scale manufacturing firm are gradually emerging everywhere.

However, due to mildness and inexperience of the infant manufacturing firm, there has been a continuous cry of out consumers of low quality products and service. The major reason for this poor performance has been attributed to the lack of marketing research by large cooperation in Nigeria.

Marketing research plays a vital role in the success of every business entity. Expect believe that marketing research is the main pilot of commercialization.

Kotler (200) defined marketing research as the systematic and objective identification, collection and analysis and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. Armstrong (2004) defined marketing research as the function that links the marketer to the consumer and the public through information. He further said that marketing research is used to define and identify marketing opportunities and problems to generate, refine, and evaluate marketing actions; to monitor marketing performance and to improve understanding of the marketing process from the above definition of marketing research, it is assumed that marketing research is a discipline approach to problem and prospect of ensuring efficiency and portability in any firm.

STATEMENT OF PROBLEM

With the recent proliferation of small and medium scale enterprises in major cities Nigeria is sure to become an industrialized economy in the next decades. If these enterprise are given the necessary support (security, fund, expertise, conducive environment and industry protection) by the government.

Nevertheless, the manufacturing industry just as the financial sector has suffered enough economic crisis and the result is evident in the quality of service provided by COMPANY in this sector. In spite of the presence of  regulatory such as Nigeria standard organization (NSO), National agency for food and drug administration and control (NAFDAC) and consumerist the quality of products and service rendered by manufacturers is on the decline. This decline is on the evidence of the negligence of COMPANY to properly determine and fill in the need and wants of consumers.

This shows that marketing research has not this been properly embraced in this industry or by manufactures despite valuable studies and write up of experts, all shows that the contribution/benefits of marketing research to the success of business organization is immense.

In fact, most managers and elite nurse are of the note that marketing research have no value in developing nation like Nigeria, and that has been one major reason for this negligence.

As a result, this study was embarked upon to investigate the extend of relationship between  marketing research and the service level delivered by small and medium scale manufacturing firm in Imo State.

PURPOSE OF THE STUDY

This study has its major purpose of investigating the extend of investigating the extend of relationship between marketing research and the service level of manufacturing firm. The study also examines the following specific objectives.

1. Whether marketing research is conducting in the manufacturing industry.
2. The extend to which marketing research is conducted.
3. The extend of qualification of the personnel.
4. The extend to which marketing research tools (Research plan, data collection, and analysis instrument) are validated.
5. How frequently is marketing research conducted by manufactures?
6. The extend to which manufactures (management) implement their research findings.
7. Whether marketing research contributes significantly to the performance / growth of the manufacturing industry.
8. How frequently are the marketing research personnel exposed to exposed to training and motivation.
9. Whether moderating variables interfere in the relationship between marketing research and service level desired by manufacturers

RESEARCH QUESTION

1. What is the extend of relationship between marketing research and the service level of manufacturing COMPANY in Imo State?
2. Do small scales firm carry out marketing research?
3. How frequently is marketing research carried out by manufacturers?
4. To what extend do manufacturers validate their marketing research tools before conducting a research
5. To what extend do manufacturers execute the findings of a research study?
6. Does marketing research contribute significantly to the performance of the manufacturing industry in Imo State?
7. Do moderating variables interfere in the relationship between marketing research and the service level of manufacturing firm?

SIGNIFICANCE OF THE STUDY

The study has it’s main significance to enhancing the service level of manufacturing firm among which are the benefit derived by the sponsoring companies and it’s customers when marketing research is properly used.

Secondly, it helps the firm to make better marketing decisions, which inturns results in product and services that better meets the need of the consumers. Marketing research also provides the information that links marketer with their customers, and the background needed to make effective decision on a wide range of issues.

Also marketing research is very vital in the aspect of employment opportunities. That is it service as a means of employment opportunities there by improving or enhancing the economic stand of the country.

Finally, through marketing research, companies learn more about consumers; need result in more resulting products and services.

SCOPE AND LIMITATION OF STUDY

The research works covers the goal, strategies and implementation of marketing research in enhancing the service level of manufacturing firm.

The research work encountered some short coming in trying to get some necessary information and materials for successful completion some of which are.

• Time Constraint: the time that was given for the research work was not sufficient enough for a through work to be carried out.
• Financial Constraint: the short of funds limited the researcher to only three small manufacturing COMPANY in Owerri metropolis and also restriction to printing and administrating questions to selected few among which are the wholesaler and customers of the firm ORANISATIONAL BUREAUCRACY

OPERATIONAL DEFINITION OF TERMS

• Marketing Research: This is a systematic and formal process of obtaining, collating, analyzing, interpreting, and reporting the findings relevant to specific marketing problems.
• Marketing: It is the human activity which involves identifying and satisfying human wants and needs through the exchange process.
• Research: This is a systematic orderly service for solution to a problem. It is finding out about something so as to sort out   solution.
• Marketing Research: It is the study on itself in a particular service advertisement to determine it’s effectiveness on a target audience.
• SMALL SCALE ORGANISATION
• It is an organist or acting on it’s belief on a particular business that can be started with less that 100 employee and the minimum of N750,000 and the maximum of N500,000
• Service: it is anything of benefit that one party can offer to another, it is essentially intangible and does not involve in the ownership of anything.
• Product: A product is anything that can be offered to a marketing for attention, acquisition, use or consumption that can satisfy a need or want.
• Price: It is one of the marketing mix (4p’s) this is the value agreed upon by the members in the exchange  process. It is the means that allow product or service to get value in the eyes of both the buyers and the sellers.
• Satisfaction: Generic belief or pleasures someone derives from consuming a given product or service.
• Manufacturing Sector: These are segments of the economy that engages in the production and distribution of goods for human consumption.
• Conceptual Framework: A conceptual framework is a moderation techniques in which participant are asked to place the names of product or services on a grid. It also means how item are ground on diagram to stimulate discussion or use

The effect of word of mouth on consumer purchasing decision, a case study of Longrich Company

Introduction 

Consumer behavior is a young discipline; the earlier books were written in 1960’s however, its intellectual forefathers are much older. Understanding of consumers is the consumption process provides a number of benefits. These benefits include assisting the manager in decision making and providing the marketing research with a theoretical base from which to analyses consumers in making better purchase decision. The study of consumer can help to understand more about psychological, sociological and economics factors that influence human behavior. A general knowledge of consumer behaviors also has personal value. It can help people to become better consumers by informing them of the way in which they and others go about their consumption activities. In addition it can assist consumers in the buying process by informing them about some of the strategies used by companies to market their products (Foxall & Goldsmith, 1994).

The field of consumer behavior explores why people make certain purchasing decisions, what products and services they buy, where they buy them, how they use them, the frequency with which they purchase them, and the consumer decision process in action. In this context, consumer behavior has been defined as the activities of people engaged in actual or potential use of market items-whether products, services, retail environment, or ideas (Berkman & Gilson, 1978).

One of the important means of dissemination for information is word of mouth. Word of mouth both negative and positive can have a profound impact on consumer behavior. If utilized correctly, it can go a long way to promote products or service and build a perception created through this method can persist for a long time and adversely effect to the marketing. Therefore the effect of word of mouth can be harsh as well as beneficial (Solomon, 1996). Word-of-Mouth Marketing progress align advertising campaign messaging and product releases with local market influencers, Trendsetters, and Tastemakers to craft mass opinion and purchase behavior.

Effective word of mouth marketing campaign connects with Influencers and Trendsetters who initiate consumer trends (e.g. Fashion trend, automobile purchase trends, consumer product trends, entertainment trends, and beverage consumption trends) that are followed by mainstream consumption trends) that are followed by mainstream consumers. Consumers value word-of-mouth twice as much as they value advertising. In a world in which we all are bombarded with advertising all day (and all night), what is the first thing we usually do to learn more about a business, a restaurant for example? We try to find someone we know who has been there, or someone who knows someone who’s been there. It’s true. Word of mouth does have more credibility than advertisers can even imagine, much less conjure up. And yet word of mouth suffers from the same virtue that makes it so strong. It is personal and therefore, limited in its reach (Pusateri, 1999).

This paper does not include all dimensions and factors of the consumer buying behavior but limited to the following key terms:

• Consumer Behavior: According to Loudon and Bitta (1994); the decision process and psychosocial activity individuals engage in, when evaluating, acquiring, using or disposing off goods and services. With growing numbers of consumers suffering from ‘confusion by over-choice’ and distrusting product claims, cutting through advertising “clutter” with a credible message has never been more important.
• Word of Mouth: It is not Street teaming, where people hand out freebies or flyers to you while you’re walking down the street. Word of mouth is not Shill marketing, where companies hire actors to create staged conversation with consumers, without telling consumers they’re staged (also known as “reaching marketing”). Word of mouth is not fake online marketing, where people send e-mails to individuals who don’t want them, or companies post fake opinions online in chat rooms, or review sites like Word of mouth is honest, real and powerful. Its something we all do everyday – it’s the way we communicate. It’s part of our social fabric. Word of mouth is shared opinion about a product or services between two or more people. Share your honest opinion, and you’re creating word of mouth (Balter, 2004).
• Viral Marketing: It is the most effective when promoting experiential, complex, premium, quirky and cool products. Given that most packaged goods products do not meet these criteria, marketers will benefit from devising campaigns that enhance consumers’ involvement in general product purchases and their emotional attachment to

This study investigates The effect of word of mouth on consumer purchasing decision, a case study of Longrich Company. Further, how positive and negative word of mouth can manipulate the behavior of consumers?

Objectives of the Study

The more specific objectives are:

1. To study the influence of word of mouth marketing on the buying decision and individuals.
2. To gather first hand knowledge about the influence of other’s opinions, this at times can be more powerful than one’s ow
3. To study the relationship between influencer and the
4. To see weather consumers are likely to pay more attention to negative word of mouth rather than positive
5. To understand which situations are more likely to be influenced by word of mouth?

Hypothesis

Based on the above objectives, the present study seeks to test the following hypothesis:

H1:       A previous bad experience of a particular product/service leads to negative word-of-mouth.

H2:      International word-of-mouth campaigns started by marketers can be beneficial for them.

H3:       Word-of-mouth regarding a particular product/service provided by a reliable source carries greater credibility.

H4:      People learn from others’ experience and forward that information through word-of- mouth and

H5:      Viral marketing leads to word-of-mouth both online as well as offline.

Organization of the Study

This paper is organized as follows: after introduction in chapter 1, literature review is carried out in chapter two, Research framework and methodology is mentioned in chapter three, Result and discussion is provided in section four. conclusion and recommendation of  the study in chapter five

E-Commerce And Service Delivery In Jumia

CHAPTER ONE/ Introduction

1.1 Background of the study 

“The market place isn’t what it used to be” (Kotler, 2000, pp.14). As Kotler describes, different forces result in market change like, technological advancement, globalization and deregulation and these forces created new behaviors and challenges. Among those behavioral changes, increase in customer expectation for higher quality of service delivery is one of them.

Electronic commerce also known as e-commerce has facilitated the emergence of new marketing strategies and business models in several industries in developing countries, Nigeria inclusive. Significant changes are happening in product retailing with the introduction of online shopping, especially in terms of channel development and coordination, business scope redefinition, the development of fulfillment centre model and core processes, new ways of customer value creation, online partnerships and general customer satisfaction. In fact the role of online marketing itself has undergone some significant changes in the last few years in Nigeria (Irene 2004). The electronic commerce segment of the retail market has witnessed tremendous growth in terms of participation in the Nigerian economy in the past few years. According to Johnson, (2012) over 100 firms both local and foreign have shown greater interest in the sector alleged to worth over $50 billion annually. The industry has no doubt opened doors for the coming generation of young Nigerian entrepreneurs. Electronic commerce industry has no doubt increased the percentage of local content in products and services as well as increased utilization of local capacity.

Ayo, Adewoye and Oni (2011) asserted that Jumia e-commerce in Nigerian business organizations has increased since the users of internet in Nigeria has grown from 0.1% in 2000 to 49.5% of its population in 2019 and still has the potential to grow higher. Tunde (2014) also noted that online retail market in Nigeria has significantly impacted the nation’s economy. In the same vein, Mary-Anne (2008) affirmed that e-commerce has offered a level playing ground for large businesses, as well as small and medium-scale enterprises (SMEs) to operate in the global market-place; and for regional businesses and communities to participate in social, economic and cultural networks seamlessly across international boundaries. E-commerce refers to the use of communications technology particularly the internet to buy, sell and market goods and services to customers. The Internet has brought about a fundamental shift in national economies that are isolated from each other by barriers to cross-border trade and investment; isolated by distance, time zones and language; and isolated by national difference in government regulations, culture and business systems (Mohammad, 2004).

A customer is said to be satisfied when products and/or services meet the expectation of the customer. Trust which is a belief that one can rely upon a promise made by another (Pavlou, 2003), is an important factor in customer satisfaction. Stewart, Ellis, Johnson and Meyer (2009) define trust in electronic commerce as the subjective probability with which consumers believe that an online transaction with a web retailer will occur in a manner consistent with their expectations. Scholars have identified lack of trust as one of the main reasons for consumers’ cynicism towards electronic commerce. In the context of ecommerce, trust beliefs include the online consumers’ beliefs and expectancies about trust-related characteristics of the online seller (McKnight and Chervany,2002). The online consumers desire the online sellers to be willing and able to act in the consumers’ interests, to be honest in transactions (not divulging personal information to other vendors), and to be capable of delivering the ordered goods as agreed. According to Mahmood (2004), the trust factor has significant positive contributions to consumers’ online shopping behaviour. Jiang, Chen and Wang (2008) argued that consumer trust is a critical enabler of successful online retailing and knowledge is one important factor influencing the level of trust. The work of Gefen (2003)and Al-Dwairi, Chappel and Feindt(2009), among others presented an integrated trust model with the technology acceptance model for business-to-consumer (B2C) e-commerce.

It is very important that customers are content with the products and services provided by the particular internet shop as satisfied customers are likely to be loyal and make repeat purchases which will increase profitability of that particular e-commerce company. In this study, the concept of satisfaction will be referred in terms of outcome by comparing the prior expectation and the perceived performance for each antecedent factor in order to measure the attitude of the respondents for each of those factors.Many studies have been carried out to investigate the various degree of influence that e-commerce has on business development in Nigeria using different sectors of the economy but there seems a dearth of research that has specifically studied E-Commerce And Service Delivery In Jumia.

 1.2 Statement of the problem 

In our dynamic world, way of business making process is being changed from time to time and the introduction of new technologies takes the largest contribution for this evolvement. Now, businesses are more of customer oriented and try to fulfill their customer demand before their competitors do, otherwise, they will be out of market as customers have options to get what they want.

Delivering goods to customers is a critical activity in any business (Huang, Kuo and Xu, 2009). And the way of performing this core activity matters for the customer. In now a days, people are seeking for more convenience and comfort in their shopping experience, and market strategies are continuously changing to cop up with this customer needs.

Digital technology has provided a new paradigm to our society and changed our lives interaction with the Internet. Online shopping is much more convenient for shoppers than that of the traditional way, as there is a possibility to order what they need at their office or home. Online shoppers anticipate quicker delivery than offline purchasing, and timely delivery at convenient times (Huang et al., 2009).

Several factors contribute to a positive experience on online acquisition from an e-shop: comfort, products’ availability and diversity, handling and payment conditions, reimbursement policies in case of non-conformity (Ramanathan, 2010). Effective logistics service is required to meet the customer need and satisfy the customer.

Online shopping in Nigeria started in recent years and it is not matured yet as there are bottlenecks like our payment system, our society understanding for online shopping to find potential market and others. Regardless of this, there are some businesses started to participate in this market like, Jumia Market. Thus, it is worth studying this new stream of shopping experience in Nigeria  so as to identify logistic service quality contribution to the increase of its customers’ satisfaction level.

The study will mainly focus on determining the customer satisfaction level of Jumia Market online shoppers by using standard measurement of logistics service quality and it also identifies the logistics service quality dimensions that affect the customer satisfaction most.

1.3.Research Questions 

Three questions will be addressed with this research:

1. What is the level of customer satisfaction with Jumia online Market service?
2. Is there statistically significant relationship between Jumia online market logistics service quality and its customer satisfaction?
3. Which logistics service quality dimensions affect customer satisfaction most?
4. Is there any relationship among each logistics service quality dimensions?

1.4.Objective of the study

The general objective of the study is to E-Commerce And Service Delivery In Jumia

Specific objectives:

In addition of attending the general objective, the study has the following specific objectives:

• To assess the significance of overall Jumia online Market logistics service quality on customer
• To determine which logistics service quality dimensions mostly affect the customer
• To identify the relationship among logistics service quality

1.5 Research Hypothesis 

Hi There is no significance level of jumia online market logistics and quality of services Delivery

Ho There is no significance level of jumia online market logistics and quality of services Delivery

1.6 Significance of  the Study  

The study of service delivery  is critical for any organization to provide superior service for their customers, especially for online shopping retailers in Nigeria  who are recently emerging. This study has both practical and theoretical significance. The findings of the will research help Jumia Market to understand its customers’ attitude towards the logistics service provided.

The other major significance is the study will contribute its part in the literature of customer satisfaction survey with the logistics service quality of online shopping in Ethiopia that will pave a way for further improvement and in-depth investigation on the impact of logistics service for customer satisfaction.

It is also important for me to conduct the study for fulfilling the requirement E-Commerce And Service Delivery In Jumia

1.7 Scope of the study

The scope of the study will be limited to assessing the customer satisfaction of Jumia online Market with the logistics service they are providing for the customer.

1.8 Operational definition of Terms 

Table 1: Operational Definitions

INVESTIGATION INTO SALES AND MARKETING DEPARTMENT OF HOSPITALITY INDUSTRY

ABSTRACT

The hotel business is arguably the most lucrative business within the hospitality industry. This is proven by the astronomical growth rate of the industry. However, in the recent years, the industry has witnessed a high level of competitions which makes hotel owners and managers search for new ways of ensuring success in their business voyages by applying different strategies to yield high occupancy rate of their hotel rooms and concomitantly provides them with good returns on their investment. The purpose of this research work was to analyze the Investigation into Sales and Marketing Department of Hospitality industry.The objective of this report was to highlight the importance of marketing in the accommodation business. The aim was also to showcase the impact of marketing in the development of hotel as an industry and how marketing could be used to ensure success in a highly competitive, volatile and diverse industry such as the hospitality industry.The empirical part of this research was conducted with the use of the qualitative research method. A semi-structured interview was conducted among stakeholders in the hotel industry in Abuja,The theoretical framework for this research focused on basic the concepts in hotel management and in the marketing field. The source of data for this research was also taken from secondary data which were provided by authors and scholars both in the field of marketing as well as in the hotel management.Considering the aim of this research and the degree of validity and reliability, great effort was made to ensure the objectivity of the report and conclusion. The result of this report shows that marketing is the life blood on which the success of any hotel outlet depends on.

CHAPTER ONE/INTRODUCTION
Background to the Study

The hospitality industry is one of the largest and fastest growing industries around the world. The industry comprises of various sub-sectors which include the hotel sector, restaurant and resort. The tourism and hospitality industry is a sector that most countries around the world try to develop. The industry has been one of the major employers throughout the world. The hotel industry being a vital part of the wider hospitality industry occupies an important place in the economy of most countries, the industry has been forecasted to generate 555 billion dollars in revenue in 2016.

The hotel industry, being the most visible sector within the hospitality industry, is experi- encing a major setback that threatens the attractiveness of the sector to prospective investors. Even though various statistics shows that the industry has been growing at an astronomical rate, taking a closer look at these statistics, one will discover that the major growth in the industry can only be seen in the chain operated hotels and industry cooperate segments. Furthermore, the level of competitions within the hotel industry has increased so much in the recent decades, to the point that it poses a threat not only to new entrants into the industry but also to those companies that have been in the business for many years. It is no longer a secret that many hotels are struggling to keep up with the level of competitions both within and outside the industry. Only a few hotels are able to sustain the pressure and make a profit in the long run. This has raised a fundamental questions such as what does the future hold for small and medium scale hotels? How can they make a sustainable profit in the industry? A simple answer to these questions can be found in the latter part of this thesis.

Statement of the Problems

This research proposes to examine the Investigation into Sales and Marketing Department of Hospitality industry, specifically in the hotel industry. The aim of writing this thesis is to analyze the role which marketing plays in the development of hotel industry; the way marketing has changed the industry and how it can be used to further develop the industry and to create a positive brand image of a hotel in the minds of the customers.

Research Questions

This research addresses a number of questions which include (but are not limited to):

1. How can marketing be used effectively and efficiently to promote a hotel as a brand?
2. What are the best marketing strategies to retain guests in a highly competitive market such as the hotel industry?
3. What is the future of marketing in the hotel industry?

The objectives of the Study

1. To assess the role played by marketing in the development of the hotel industry
2. To find an effective way of promoting hotel products
3. To promote the use of efficient marketing strategies in hotel industry.

Limitations to the Study

It is common that every research project faces one or more limitations. In this respect, there is a high possibility that this research work might face some limitations, too. These limitations include: subjectivity in opinions of the interviewee, interviewee not willing to give information about their business strategies which might be considered to be confidential to their company. However, effort has been made by the researcher to ensure that those limitations were overcome by: preparing documents which will prove the credibility of this re- search to the interviewees and also convince them that the information they provide during the interview will solely be used for the purpose of this research. Additionally, the fact that it is not possible for the researcher to be present in person to conduct some of the interviews is also a limitation to this study; however plans has been made to make sure that cordial relationship is established with the respondent in order to build trust prior to the date of the interviews.

CHAPTER ONE 

• INTRODUCTION

Marketing information system is the process of gathering information to learn about something that is not fully known. It is also includes all the data, in terms of facts opinions, views, guideline and policies which are necessary to make vital marketing decisions, the data is collected from customer. Competitors company sales forces and other staff. Government sources specialized agencies and sources.

Marketing information system provide relevant reliable and required information in respect of business environment both internal and external environment. And it is vital for successful decision making. Marketing information system helps to recognize marketing trends. The changing trends may be in respect of prices, product, design packaging promotion schemes etc and managers can take effective decision in respect of price, product, design etc. in response to changing trend in the environment.

Marketing Information System help achieving the organization decision making in every aspect of marketing, there is need to make constant correct decision properly designed, marketing information system promptly supplies reliable and relevant information, with the help of computers and other data processing equipment. The marketing managers can make the right decision at the right time.

Marketing information system provides marketing intelligence of the events that are happening in the external environment. E.g. changing in customer taste, expectation, competitors’ strategies, government policies, international environment with the help of marketing information system organization specialist.

It is possible to collect marketing intelligence which is vital to make effective marketing decision.

Marketing information system facilitates marketing planning and control. It required in terms of product planning, pricing, promotion and distribution. Such planning will be possible only if the company is possessing adequate and relevant information objective.

Marketing information system organization take quick decision for the purpose, it requires fast flow of information which is facilitated by a properly design. Marketing information system timely supply of marketing information management can make quick and effective decision.

TABLE OF CONTENT

TITLE PAGE

APPROVAL PAGE

DEDICATION

ACKNOWLEDGEMENT

ABSTRACT

TABLE OF CONTENT

CHAPTER ONE

• INTRODUCTION
  • BACKGROUND OF THE STUDY
  • STATEMENT OF THE PROBLEM
  • OBJECTIVES OF THE STUDY
  • RESEARCH QUESTION
  • SIGNIFICANCE OF THE STUDY
  • SCOPE OF THE STUDY
  • LIMITATION OF THE STUDY
  • DEFINITION OF TERMS

CHAPTER TWO

• LITERATURE REVIEW
  • INTRODUCTION
  • DEFINITION OF MARKETING INFORMATION SYSTEM
  • CONCEPT OF MARKETING INFORMATION SYSTEM
  • INFORMATION SYSTEM
  • COMPONENTS OF MARKETING INFORMATION SYSTEM
  • THE NEED FOR A MARKETING INFORMATION SYSTEM
  • ORGANIZATION OF MARKETING INFORMATION SYSTEM

CHAPTER THREE

• RESEARCH METHODOLOGY
  • INTRODUCITON
  • RESEARCH DESIGN
  • SOURCES/METHODS OF DATA COLLECTION
  • POPULATION AND SAMPLE SIZE
  • SAMPLE TECHNIQUE
  • VALIDITY AND RELIABILITY OF MEASURING INSTRUMENT
  • METHOD OF DATA ANALYSIS

CHAPTER FOUR

• PRESENTATION AND ANALYSIS OF DATA
  • INTRODUCTION
  • PRESENTATION OF DATA
  • ANALYSIS OF DATA
  • INTERPRETATION OF RESULT

CHAPTER FIVE

• SUMMARY, CONCLUSION AND RECOMMENDATION
  • INTRODUCTION
  • SUMMARY OF FINDINGS
  • CONCLUSION
  • RECOMMENDATIONS

REFERENCES

APPENDIX

CHAPTER ONE 

• INTRODUCTION

Marketing information system is the process of gathering information to learn about something that is not fully known. It is also includes all the data, in terms of facts opinions, views, guideline and policies which are necessary to make vital marketing decisions, the data is collected from customer. Competitors company sales forces and other staff. Government sources specialized agencies and sources.

Marketing information system provide relevant reliable and required information in respect of business environment both internal and external environment. And it is vital for successful decision making. Marketing information system helps to recognize marketing trends. The changing trends may be in respect of prices, product, design packaging promotion schemes etc and managers can take effective decision in respect of price, product, design etc. in response to changing trend in the environment.

Marketing Information System help achieving the organization decision making in every aspect of marketing, there is need to make constant correct decision properly designed, marketing information system promptly supplies reliable and relevant information, with the help of computers and other data processing equipment. The marketing managers can make the right decision at the right time.

Marketing information system provides marketing intelligence of the events that are happening in the external environment. E.g. changing in customer taste, expectation, competitors’ strategies, government policies, international environment with the help of marketing information system organization specialist.

It is possible to collect marketing intelligence which is vital to make effective marketing decision.

Marketing information system facilitates marketing planning and control. It required in terms of product planning, pricing, promotion and distribution. Such planning will be possible only if the company is possessing adequate and relevant information objective.

Marketing information system organization take quick decision for the purpose, it requires fast flow of information which is facilitated by a properly design. Marketing information system timely supply of marketing information management can make quick and effective decision.

• BACKGROUND OF THE STUDY

The essence of this research on this particular topic is to know the importance of marketing information system in the achievement of organization objective. No meaningful decision is made without information and therefore information is a data that have been processed, interpreted and understood by the recipient of the message. This success of any organization is rooted mostly around the amount and quality of information they get. May scholars believed that to manage a business well is to manage its future is to manage information. For that we now look at the importance of information:

1. Information tend to cover various areas of marketing operational areas.
2. information will keep organization aware on what is happening in the labour market for that reason, must specialized areas of management have their professional information system, especially with the advent of computer technology in the 1950’s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from point. We now define organization as a combination of people or individual effort purposes called organizational goal. Marketing information system (MIS) consist of people, equipment and procedure to gather, sort and analyze, evaluate and distribute accurate, timely and pertinent information. Differently put, it is an orderly procedure for the regular collection of raw data both internally and externally and conversion of these data for marketing decision. Data is regularly collected, they are continually dated as environment condition changes. The data are converted into useful information e.g. sales figure may be translated into a plan of production in the coming week or for increasing or decreasing the budget for production. Manufacturing organization performance revolves around those types of information and management information that will emphasis on information system as it influence effective performance in the manufacturing organization.
   • STATEMENT OF THE PROBLEM

Observation has proved that for an organization to function very well and for it to have dynamic and flexible outcome of production, it depends largely on the proper use of marketing information system to minimize risk and about failure in manufacturing organization. The essence of this study is to show the relevance of (MIS) to marketing and in facilitating decision making of marketing and also to determined the extent to which it has enable planning, control and operation all functions of an organization planning requires marketing information system, the marketing have to retrieve information accurately from difference reliable sources to enhance quality decision making marketing information system aid the reception.

That most organization don’t have effective information system and if they have their information are not effective as to its role towards goal objective attainment. Most marketers are governed by institution and judgment as to what cause of action to follow in their planning and decision making function many of them as a matter of facts don’t make use of the information supplied to them from within and outside the organization and if they do to some degree, they don’t make optimum use of the data received about the business environment. There is also problem of evaluating the impact of marketing information system towards the achievement of objective many marketers are yet to capitalize and utilize information for decision making and goal attainment. Therefore the questions are as to whether marketing information system enable organizations to achieve their objectives.

• OBJECTIVES OF THE STUDY

The main purpose of this study is on The Effect Of Marketing Information System In Performance Of Small And Medium Scale Enterprises and specifically to achieve the following objectives:

• To understand how marketing research aids in the achievement of organization objective in marketing performance attainment.
• To ascertain whether the use of marketing in intelligent system contribute significantly to the accuracy of marketing information system.
• To find out whether marketing internal reporting system is for any benefit to achievement of organizational objectives.
• To determine the relevance of marketing analytical system to achievement of organization objectives
• To find out whether the performance of marketing decision support system enhances the marketing manufacturing organization.
  • RESEARCH QUESTION

In order to get clearer picture and focus for this we can pose serious question necessary for the solution of the problem we have identified in section 1.2 above such question includes these below;

1. Why is marketing information system essential to business organization?
2. Why do many business organization need marketing information system?
3. is there no organization that need marketing information system.
4. Do marketers have information system and how efficient is their information system if there are?
   • SIGNIFICANCE OF THE STUDY

In every establishment be it marketing of product, Banking of customers funds or money and even non-profit making organization there must be a purposeful target audience which efforts are worked effectively and efficiently to actualize the organizational goals.

Based on the research topic, which is the relevance of marketing information system in the achievement of organization objectives. The following points are significance to be listed below;

1. With the help of marketing information system, past records on sales are stored properly in order to apply techniques to improve marketing concept.
2. It is also significance for an organization to protect the system in order not to temper by malicious operators of the marketing information system.
3. Again, the marketing information system has to be in a better placement so that, the information in the system can be saved for future use by the organization objectives realization.
   • SCOPE OF THE STUDY
   • The Effect Of Marketing Information System In Performance Of Small And Medium Scale Enterprises
   • LIMITATION OF THE STUDY

In an undertaking of the nature, it demand that a lot of resources, time, energy, intellectual ability and carefulness should be expanded. There is no doubt that there should be limitation and obstacle looming largely ahead. Trying to prove insurmountable of all the limitation is time fact or which tends to the most crucial in spite of the length period allowed the researcher lots of problem came in between to consumer most of the time that would have been useful to the researcher. This ranges form time to financial resources limitation.

• DEFINITION OF TERMS

Marketing: it is the identification and satisfaction of consumers needs and wants through exchange process.

Information: Information is anything capable of affecting the uncertainty associated with a given situation.

Objective: objective are broad and qualitative statement about the organization performance.

Goal: A goal refers to the end toward which activity is aimed

Data: Data is simply defined as any figure word letter, charts or symbols that attempt to convey a condition situation or idea.

Organization: an organization is a combination of people or individual effort working together in order to achieve an organizational goal.

System: System can be simply express as those parts, elements instruments that is attracted to the computer hardware and software to function property in order to bring result outcome

Computer System: Computer system is made up of software and hardware packages in order to produce result at the end of that processed and stored in the computer system for present and future use.