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Abstract
The study is aim at to examine the role of marketing management in the attainment of organizational goals. The survey design was employed since the study was to examine the role of marketing management in the attainment of organizational goals. The study was designed to focus on Nbe Occearneering Nig. Limited. The population of this study constitutes managers and staffs of Nbe Occearneering Nig. Limited which was unknown. The sample size of this study is judgmental sample of 45 respondents which comprise of both the managers and junior staff Nbe Occearneering Nig. Limited, Port Harcourt. In this study both the primary and secondary data were used. A self-designed questionnaire on the role of marketing management in the attainment of organizational goals was used and administered for the collection of data from the respondents. The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS).The statistical test used in the analysis of the data collected was Pearson Product Moment Correlation Coefficient. Findings amongst others reveal that finding reveal that corporate level is with attainment of organizational goals. Based on the findings of the study, we recommend that marketing firms should see marketing concept as the only business philosophy, it is suggested that the firm should adopt the most economical means of distributing their goods and services to their target market and if a firm or the organization engages in the production of convenient goods, they should be located at the head of the town.
Table of Contents
Title Page i
Cover Page ii
Declaration ii
Certification iv
Dedication v
Acknowledgements vi
Abstract viii
Table of Contents ix
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 2
1.3 Objectives of the Study 2
1.4 Research Questions 3
1.5 Research Hypotheses 3
1.6Significance of the Study 4
1.7 Scope of the Study 4
1.8 Limitation of the Study 5
1.9 Definition of Terms 6
CHAPTER TWO 7
REVIEW OF RELATED LITERATURE 7
2.0 Introduction 7
2.1 Conceptual Framework 7
2.1.1 Concept of Marketing Management 8
2.1.2 Scope and Nature of Marketing Management 9
2.1.3 Functions of Marketing Management 9
2.1.4 Importance of Marketing Management 10
2.1.5 Marketing Management Philosophy 11
2.1.6Marketing Mix Variables 12
2.1.7 The Role Marketing Management in the attainment of organizational 13
2.2 THEORETICAL FRAMEWORK 15
2.2.1 PORTER’S FIVE FORCES OF COMPETITIVE POSITION ANALYSIS 15
2.3Review of Empirical Studies 16
2.4 Summary of Literature Review 18
CHAPTER THREE 19
RESEARCH METHODOLOGY 19
3.1 Introduction 19
3.2 Research Design 19
3.3 Population of the Study 19
3.4 Sampling Techniques Used 20
3.5 Sample Size 20
3.6 Source of Data 20
3.6.1 Primary Source (s) of Data 20
3.6.2 Secondary Source of Data 20
3.7 Research Instrument for Data Collection 21
3.8 Validity and Reliability of Instrument 21
3.9 Techniques for Data Analysis 22
CHAPTER FOUR 23
DATA PRESENTATION AND ANALYSIS 23
4.1 Questionnaire and analysis of response 23
4.2 Presentation of Question/Items in the Questionnaire and Analysis of Responses 23
4.3 Hypotheses testing 28
4.4 Discussion of Findings 31
CHAPTER FIVE 33
SUMMARY, CONCLUSION AND RECOMMENDATION 33
5.1 Introduction 33
5.2 Summary 33
5.3 Conclusion 33
5.4 Recommendation 34
References 35
Appendix I 37
Appendix II 38
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The role of marketing management in ensuring the attainment of organizational goals cannot be over emphasized.
Dubon, (2002) opines that, to achieve organizational goals, management of business firms are expected to take decisions that must bother on the optimization of output, minimization of cost, optimization of sales and equally optimization of revenue or profit to achieve the growth of business. Management is expected to undertake activities that will enable them to achieve the organizational goals.
Dubon, (2002), further posits that, for management to fulfill the responsibilities mentioned above, managers are expected to take variety of decisions ranging from day-to-day operation of certain predetermined goals. Furthermore, for management of business firms to really attain their set goals, they must use certain marketing management philosophy, such as, marketing plan, marketing programmes, marketing strategy, any others.
Before now, marketing was relegated to the background, such that, it was not given due attention that it needed. Not until few decades back that firms recognized its importance that they decided to include marketing in their decision-making process.
Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.
From the foregoing therefore, the study seeks to examine the role of marketing management in the attainment of organizational goals in Nbe Occearneering Nig, Port Harcourt.
1.2 Statement of the Problem
It is important to note that most business organizations in our society have not really understood the role marketing management plays in the attainment of organizational goals, because they have not allowed marketing to gain desired significance.
Besides, most business operators are not privileged to attain some level of education, especially relating to their businesses which make it difficult for them to manage it effectively and efficiently.
In the case of the firm’s understudy, they could be faced with the problem of getting their products as they wish, from the refinery, because of the poor nature of road net-works. The study is determined to examine the role of marketing management in the attainment of organizational goal.
1.3 Objective of the Study
The main objective of this study is to examine the role of marketing management in the attainment of organizational goals. The specific objectives are as follows:
- To examine the extent to which corporate level associate with the attainment of organizational goals.
- To examine the extent to which functional level associate with the attainment of organizational goals.
- To examine the extent to which marketing level associate with the attainment of organizational goals.
- To examine the extent to which marketing mix level associate with the attainment of organizational goals.
1.4 Research Questions
Based on the objectives of the study, the following research questions were formulated.
- To what extent does corporate level associate with the attainment of organizational goals?
- To what extent does functional level associate with the attainment of organizational goals?
- To what extent does marketing level associate with the attainment of organizational goals?
- To what extent does marketing mix level associate with the attainment of organizational goals?
1.5 Research Hypotheses
The following research hypotheses were formulated to guide the researcher:
HO1: There is no significant relationship between corporate level and the attainment of organizational goals.
HO2: There is no significant relationship between functional level and the attainment of organizational goals.
HO3: There is no significant relationship between marketing level and the attainment of organizational goals.
HO4: There is no significant relationship marketing mix level and the attainment of organizational goal.
1.6 Significance of the Study
The key factor in any marketing mix is getting the right products, to the right place, at the right price and at the right time. Since the aim of business is to provide the operators with some proceeding in the future.
With regards to the above statement, we shall look at areas that firms need to work on, especially in managing the appropriate resources and to ensure that firms use every opportunity that is open to them in full if they want to remain in business, in this era that is characterized with stiff competition.
The researchers hope to identify and establish those businesses that can survive in this period that competitors are known for fighting for customers’ naira. It is strongly believed that, this study with existing business knowledge will provide measures or suggestions on how effective marketing management could help to achieve organizational goals.
Efficiency in proper marketing management would have the following benefits.
1.7 Scope of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves the role of marketing management in the attainment of organizational goal. The dependent variable is organizational goal, measured by profitability, market share and profitability. While independent variable is marketing management measured by corporate level, functional level, marketing level and marketing mix level.
Geographical Scope: This study is delimited to Port Harcourt Metropolis with reference to Nbe Occearneering Nig. Limited.
Unit of Analysis: The unit of analysis in this research involves both senior and Junior staff of Nbe Occearneering Nig Limited, Port Harcourt at the time of carrying out the study. The scope of this study is to ascertain the role of marketing management in the attainment of organizational goal in Nbe Occearneering Nig. Limited.
1.8 Limitation of the Study
The study was limited by the following:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work as difficult and this limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization Policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 Definition of Terms
MARKETING
Marketing as human activities directed at satisfying needs and wants through exchanged process.
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfying individual and organizational objectives.
MANAGEMENT
This is the process of reaching organizational goals by working with and through people and other organizational resources.
MARKETING MANAGEMENT
Marketing management is the analysis, planning, implementation and control of programmes designed to bring about desired exchanges with target markets for the purpose of achieving organizational goals.