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The Dynamics of Communicating new Products
Abstract
his research work is intended to establish the fact that effective marketing communication forms the basis of product success in the market. Products have a life cycle, undergo so metamorphosis such that at each stage, an appropriate method and strategy of communication needs to be adopted in order to create customer awareness and influence their buying decision process. All marketing policies and programs are successfully accomplished when there is a successful communication backing. This then requires skillful sales management. The process of acquiring developing and training, utilizing and motivating the sales personnel must be effectively managed to yield desired results. The task of sales making is quite challenging and gives employment to thousands of people in this country. It calls for special skills and proficiency to be able to create awareness of products or services in the minds of customers and convince them for eventual adaptation. Sales revenues are one of the primary sources of a firms income and all promotional activities ultimately result in to sales revenues for the organization. Critical policy issues in marketing communication such as the type and method of promotion to adopt, budgeting for promotion, and sales force management are usually the focus of the management of most organization. Mobil is one such marketing company with a owners’ wealth and profit maximization motive. In the light of a very competitive environment, a successful product campaign program will ensure the eventual attainment of this objective. The importance of marketing communication to this organization is of primary concern to the management who have always devoted a good percentage of their resources to promotion activities
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
