INTRODUCTION BACKGROUND OF THE STUDY
The starting point of marketing is the existence of human need and wants. Therefore the study and responsibility of marketing is to satisfy these needs and wants to the mutual benefits of all engage in marketing relationship. (Adrika E.O, Ebue and Nndim, 1997 p.4). the fact that man has needs and ants and there are products capable of satisfying them is necessary but not sufficient to define marketing. Marketing exist when man decides to satisfy his need and wants in a way that we shall call exchange i.e. giving something for something. Therefore (Kotler 1980:pg) define marketing as the set of human activities directed at satisfying needs and wants through exchange processes.
So marketing is the means by which organization identify unfulfilled human needs, converts them into business opportunities and create satisfaction for the other and profits for themselves. The capacity of the organization to survive and prosper depends on the ability to continuously create value for target market in an environment of ever – changing human needs and wants. The marketing solution calls for one than the ability of the organization to produce the needed goals and services, the organization must know how to produced better offer to the target market than its competitors (Kotler 1980 P.5.)
There is need to depend on marketing activities without marketing, companies would not be able to produced and sell goods at reasonable process. Efficient production and delivery at a reasonable price allow corporations to make the profit that is necessary to maintain to operation, provide employment, and attract capital, without this success, the company will fail which will affect our lives and the economy as a whole. Also the customer feed back that is provided by marketing helps in allocating resources and production to best satisfy the needs and goals of the society.
The fundamental objective of most business are survival, profit and growth. Marketing contribute directly to achieve each of these objective. It is concerned with activities vital to business organization such as assessing the want and satisfaction of present and potential customers and pricing policies developing distributional strategies and communicating with present and potential customers and to any body in business.
It is therefore the responsibility of those engaged in marketing to discover the wants and needs of customers and to stimulate and fulfill these demands marketing is performed by both individuals and organizations and it is intended to meet both commercial and non commercial objectives. Profit making organization used advertising and other promotional techniques to sell their products where as non promotional ventures perform marketing activities to win public support and generate needed funds.
Marketing is concerned with more than physical products such as appliance and entertainment and are intangible product than must be marketed as well the marketing process is not complete until the buyer exchanges something for something (Adirka, Ebue B.E and Nnolim, 1997 P.16). So with all these, one can imagine what would have been the condition of man and his need in the absence of marketing.
TABLE OF CONTENT
Title page
Approval page
Dedication
Acknowledgement
Table of content
CHAPTER ONE
Introduction
1.1Statement of problem
1.2Objective of study
1.3Research question
1.4Signifificance of the study
1.5Scope of the study
1.6Definition of terms
CHAPTER TWO
Review of related literature
2.1The meaning of marketing
2.2The role of marketing mix
2.3 The role of marketing in the society
2.4Importance of marketing
2.5Recent trends in marketing in Nigeria
2.6The place of product in the marketing of diary product
2.7Company profile brief history of Fan Milk Nigeria plc
2.8Product of Fan milk Nigeria marketing
2.9The major target and positioning of the product of fan milk Nigeria plc
CHAPTER THREE
3.1Different diary product of fan milk Nigeria plc
3.2The pricing system of fan milk Nigeria plc
3.3Promotional tools is used by fan milk Nigeria plc
3.4Limitation of the study
Bibliography