THE ROLE OF MARKETING PLANNING IN THE MARKETING OF COMPUTER PRODUCTS
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Marketing as a course of study is relatively new in comparison to other established courses of study, as are corporate planning and control. The goal of any marketing operation (planning and control) is to make the future happier, but this fact was not well recognized by most firms; initially, jobs that should have been handled by marketing experts were assigned to less qualified personnel, which in most cases shortens the life of most businesses. Companies have become more competitive as time has passed, and they must compete to know what their customers want before the market.
This concept brought about organizations having a well-planned strategy before marketing goods and services to market needs. In carrying out the plans, the firm or marketers in charge believe that in order to be successful, one must be able to control specified plans.
The incentive in marketing activity planning and control comes from what is put into the plan and measured up, monitoring (control), rather than what is subsequently generated.
The goal of marketing planning and execution is to make the future a happier place. It is primarily focused with assisting management in identifying marketing problems and alternative solutions, as well as making easy decision making marketing planning share the distinction in commerce of being a dynamic part in firm operation.
According to Edeoga (2002: 2), planning is the activity of forecasting the future and defining a course of action to achieve organizational goals. Planning entails determining ahead of time what to do, how to do it, when to do it, and who will do it (Agbo 2000:33). According to Billy E. Goetz, planning is ultimately about choice, and a planning difficulty arises only when an alternate route of action is uncovered.
Edeoga believes that the planning process produces a blueprint that not only specifies the means for achieving organizational objectives, but also provides chokepoints where performance can be compared to expectations to determine whether current and activities are moving the organization toward its goals.
The significance of planning in any company, particularly the computer services industry, cannot be overstated. Adnika believes that he who fails to plan will fail, and this includes organizations. He highlighted in the future that no organization can run economically by simply reacting to scenario development as it occurs.
Because of the importance of planning, the researcher examines the role of computer product marketing.
1.2 STATEMENT OF THE PROBLEM
To thrive in a dynamic and competitive environment such as our marketing organization’s, marketing strategy must be understood and practiced. Marketing planning enables a company to base its marketing program or marketing effort on the wants and desires of its customers. Marketing planning leads to enhanced profitability, survival, and growth of the company. Notwithstanding these and many other factors, many companies, including computer services, have suffered from failures ranging from lip services to marketing planning. This is what the researcher is looking for: why do companies fail to plan their marketing products?
To what extent does a lack of marketing planning contribute to the failure of many businesses, including numerous mane farms? The primary goal of these research projects.
1.3 OBJECTIVES OF THE STUDY
The fundamental goal of this study is to shed light on or explore in depth the degree of efficiency in planning in computer services from.
ii. To determine whether or not the organization uses good marketing planning.
iii. To provide a solution to the company’s demand for effective marketing planning.
iv. Determine whether the corporation employs an efficient business plan in its operations.
v. To discover the most effective planning for the selling of a computer from.
vi. To ascertain the impact of the organization’s profit planning.
vii. To assess the influence of marketing plans on the company’s numerous consumers’ pleasure.
1.4 STATEMENT OF HYPOTHESIS
Hi: Effective planning has a negative impact on marketing activities of computer firms.
Ho: Effective planning has a positive impact on the computer firms.
Ho: Effective planning do not increase the profitability of computer firms.
H2: Effective planning do increases the profitability of the of the computer firms.
Ho: Marketing planning does not lead to effective co-ordination of various department in an organization.
H3: Marketing planning leas to effective co-ordination of various department in an organization.
Ho: Marketing planning does not lead to companies satisfaction of their customers.
H4: Marketing planning lead to companies satisfaction of their customer.
1.5 SIGNIFICANCE OF STUDY
This study is intended to attract the attention of other business researchers, particularly marketers, who may be interested in conducting additional in-depth research on the value of efficient marketing planning in an organization.
The ideas and information generated will serve as a framework to guide marketing managers in developing effective marketing plans, as well as foreign investors in Nigeria.
It is expected that this will highlight the role of efficient marketing planning and control in increasing farm product sales. It will also help to provide an explanation of those facts that can ensure the effectiveness of marketing planning. This research work will provide insight into the operation of marketing planning and computer firms this work is also expected to serve potential marketers as history or reference materials during their own time of leaving.
1.6 SCOPE OF THE STUDY
This study was conducted to investigate the function of marketing planning in the marketing of computer products.
However, due to limited resources, time, and other constraints, the emphasis was placed on.
Enugu is the location of the operation.
1.7 DEFINITIONS
A marketing planning is a written document that spells out the goals, strategies, and tactic that will be used to gain maintain the competition position and result that the company is seeking is situation, analysis, marketing objectives and goals marketing strategy action programme and budget.
Marketing control:
It concerns with establishing and maintaining appropriate procedures for monitoring and measuring the implementation of marketing plans and strategies set out to achieve and taking necessary correction “actions” (Adirika 1996: 260).
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