Chapter one
Introduction
1.1. Background of the study
Marketing is an integral part of any organization. This would help increase customer base and make an organization very popular if adequately and properly done. Marketing is the action or business of promoting and selling products or services, including market research and advertising( Wikipedia). It can also be a process for creating, communicating, delivering, and exchanging orderings that have value for customers, clients, partners, and society at large. Organizations that want to be successful must do all it can to have an effective and efficient marketing network. There are various marketing activities that organizations can employ to boost patronage. They are; Relationship Marketing Relationship marketing can be highly eective, but it also requires a great deal of commitment on the part of those doing the marketing. Relationship marketing occurs over a period of time, creating a long-term strategy that addresses every stage of the customer cycle. It delivers the message of the business to customers on an ongoing basis, one requiring a daily commitment from the business. Relationship marketing activities include such practices as welcoming customers, soliciting feedback, creating customer loyalty programs, emails thanking customers for purchases and individual meetings with high-volume customers or influencers.
