ASSESSMENT OF MARKETING STRATEGIES ADOPTED BY FAST FOOD
ABSTRACT
The essence of this research is the is asesment of marketing strategies adopted by fast food firms in Imo State with particular references to Mr. Biggs and Rennys Owerri. The study is broadly divided into five chapters, chapter one comprises of the introductory aspect of the work, it encompasses the statement of problems, purpose of study research hypothesis significance of study, research
CHAPTER ONE
INTRODUCTION
1.1 GENERAL OVERVIEWÂ
Whatever commodity is produced has to be marketed. A commodity/product is anything that is taken to the market for attention, acquisition and use. Therefore the question is what is marketing and how is it applied by fast food firms in their business.
Kotler (1994:6) defines marketing as a social and managerial process by which individuals and group obtain what they need and want through creating, offering and exchanging product of value with others.
Marketing is one of the organic business functions, without it, a business cannot survive. The American Marketing Association defines marketing as a performance of goods and services from producers to ultimate users.
According to Leighton (1966:11) the marketing concept starts with the assumption that the objective of a business enterprise is to make a return to those who have invested on it, that one must sell in order to make profits and that the best means of making profitable sales over the long run is to produce a product which satisfies the needs of customers.
Kotler (1983:17) appears to have gotten at the cars of marketing concept when he says that “marketing as a business philosophy holds that the keys to achieving organization goals consist in determining the needs and wants of target market and delivering the desired satisfaction more effectively and efficiently than competitors.
Also emphasizing the fact that marketing involvement are orientation from butting the company in the counter of affairs to nutting the customers earns. Boone (1973:3) say marketing orientation implies that the customer and not the company is in the middle.
The marketing concept is a managerial philosophy which assumes that the ultimate aim of a business is to satisfy the target market, in the most effective and efficient manner through proper identification of needs and wants of such target market.
From the fore going, it can be seen that the marketing concept is in accordance with the company’s objective of making profit. But this concept further states that such profit must be made by producing goods and services that satisfy the consumer wants and needs, and from the integration of marketing activities.
