IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATION OBJECTIVES (A STUDY OF UNILEVER BROTHERS NIGERIA PLC)

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ABSTRACT

This project work was an attempt to investigate the impact of marketing mix in the accomplishment of organization objectives. The main objectives were: to identify the impact of marketing mix in the organization. To identify the different approaches used by organization to implement marketing mix. To identify how the management of Unilever Brother Plc should ensure that good strategies should get in plan. Based on the objectives of the study, research questions were formulated. The populations of study were drawn from the users of unilever products in Enugu metropolis. Bourley’s formular was used to determine the sample size. Questionnaires and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected. Based on the analysis, the following findings were made: Marketing mix plays a good role in performance of Unilever Brother’s Nigeria plc. Unilever Brothers Chooses the appropriate marketing mix for the target market. The researcher therefore made the following recommendations; the management of Unilever Brother Nigeria Plc should ensure that good strategies are put in place in presenting their products to the public. People, process and physical evidence which is an other marketing mix in modern economy should be put into.

TABLE OF CONTENTS

Cover Page i

Title page ii

Approval page iii

Dedication iv

Acknowledgement v

Abstract vi

Table of Contents vi

CHAPTER ONE

INTRODUCTION

1.1 Background of the study 1

1.2 Statement of the Problem 8

1.3 Purpose of the study 9

1.4 Research Questions 10

1.5 Significance of the study 12

1.6 Scope Delimitation of the Study 15

1.7 Definition of Terms 16

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Overview of Marketing Mix 19

2.2 Definitions of Marketing Mix 27

2.3 The Marketing Mix as Tools of Study 29

2.4 Importance of the Marketing Mix 33

2.5 Marketing Concept 36

2.6 Holistic Marketing 37

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1 Source of Data 46

3.2 Population of the Study 46

3.3 Research Instrument 49

3.4 Validity of Research Instrument 49

3.5 Questionnaire Allocation and Administration 50

3.6 Method of Data Analysis and Treatment 51

CHAPTER FOUR

PRESENTATION, ANALYSIS, AND INTERPRETATION

4.1 Presentation, Analysis, and Interpretation 52

CHAPTER FIVE

5.1 Summary of Findings 67

5.2 Recommendations 68

5.3 Conclusion 69

Bibliography

Questionnaire

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IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATION OBJECTIVES (A STUDY OF UNILEVER BROTHERS NIGERIA PLC)

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