MARKETING PROMOTION IN A DEPRESSED ECONOMY PROBLEMS AND PROSPECTS

A CASE STUDY OF MTN NIGERIA.

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CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

1.2     Statement of Study

1.3     Purpose of Study

1.4     Research Question

1.5     Scope of Study

1.6     Hypothesis where Application

1.7     Significance of Study

CHAPTER TWO

Review of Literature

CHAPTER THREE

3.0     Methodology

3.1            Research Design

3.2     Area of Study

3.3     Population for Study

3.4     Sample and Sampling Procedure

3.5     Instrument for Data Collection

3.6     Validity of the Instrument

3.7     Reliability of the Instrument

3.8     Method of Administration of the Instrument

3.9     Method of data Analysis

CHAPTER FOUR

Data Presentation and Analysis

CHAPTER FIVE

5.0     Discussion, Implication and Recommendations

5.1     Discussion of Result

5.2     Conclusion

5.3     Implication of the Result

5.4     Recommendations

5.5     Suggestion for Further Study

5.6     Limitation of the Study

References

Appendices

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF STUDY

Man has been in marketing promotion for a time being.

Marketing promotion is that something extra that can arouse interest, create a buying desire, spark an immediate reaction from customers, middlemen or company sale force.

Marketing promotions which most times referred to as marketing communication is one of the marketing mix variables marketing communication is define as the efforts by a company to design and disseminate information about it’s product existence features and terms and the benefits to the target market.

Marketing promotion is made up four promotional took which include advertising, personal selling, sales promotion and publicity programmes.

They are called the promotional tool or the promotional mix variable or communication mix. Promotion means to advance an idea in such a way as to gain acceptance and approval for it. As goods and service proliferate in the economy competition for the customer’s dissenctionary income pronounced and marketing promotion become a handy weapon to sell goods and services.

In an economy marketing promotion has always played key challenging roles to reconcile buyer and sellers of goods and services together for purposeful business opportunities.

Depressed economy by the UND is the lowest point a business cycle can reach. In a depressed economy the Gross National products fall to its lowest point. In this situation Business State is poor, people cannot fund work to earn their living they cannot sell their product, at times some of the business fold.

Another definition of depressed economy is the one that is economically depressed, characterized by high rate of unemployment, low consumption of consumer goods and services and declining number of retail outlet. The promotion practitioner has to incur increased costs in carrying out excessive information, persuasion and influencing people to buy. They may have problem in a depressed economy if the good and service are not available for consumption. There might also have problem if the people found out that the foods they are promoting are not available for purchase.

 

1.2            STATEMENT OF PROBLEM

Marketing promotion in depressed economy is facing various problems.

1.       All marketing promotions do not perform the same functions to consumers

2.       Marketing promotions do not have positive effect on the profit of industry in-spite of the depressive state of the economy.

3.       Marketing promotions do not increase consumers demand of product in a depressed economy

 

1.3            PURPOSE OF THE STUDY