APPLICATION OF MARKETING CONCEPTS IN MANUFACTURING INDUSTRY (A CASE STUDY OF SUNGLASS LTD KADUNA)

ABSTRACT This research work attempt to appraise the applications of marketing concepts in manufacturing organization.  In view of the relevance of the marketing concepts in an organization, but it is discovered that manufacturing organization operate below capacity. Marketing deals with price, promotion, product, and distributions where as marketing concept is the philosophy that when applied efficiency will be attained The researcher tried to find out the root causes of these problems, considering the country’s large population, available resources and relatively large number of manufacturing firms, yet, those organization encountered problem. The researcher is hoping to add more light on proper applications of marketing concepts as well as to help students to know more about it. Research questions were used and responses were gotten which shows that manufacturing organizations faces problems which include lack of creating awareness, government policies etc. marketing research should be carryout in order to know consumer’s behaviour towards products so also, careful study on government policies because as government changes, policies changes too. Some policies will favour manufacturing organizations while some doesn’t favour them, as such they have find a way of managing government policies so as to have maximum capacity utilization. Finally, the researcher summarized, concluded, and recommended on the better way in tackling even more effectively the problems associated with the applications of marketing concepts as well as operating below expectation as earlier identified and enumerated in this project work   TABLE OF CONTENTS Title Page Declaration Page Approval Page Dedication Acknowledgement Abstract Table of content
CHAPTER ONE Introduction  1.0    Background of the study  1.1Historical background of the case study  1.2Statement of General Problems 1.3Objectives of the study  1.4 Significance of the Study 1.5Research Questions 1.6Scope of the Study 1.7Limitation of the Study
CHAPTER TWO  Literature Reviews 2.0Introduction  2.1    Marketing 2.2     Basic Concepts of Marketing 2.3    The Rapid Adoption of Marketing Concept 2.4     Channels of Distribution 2.5     Types of Goods 2.6     Channels for Industrial Goods 2.7      Channels for Consumer Goods 2.8      Factors Determining the Choice of Channels 2.9      Importance of Marketing Concepts in Marketing 2.10    The Impediments of the Application of the Marketing concepts 2.11    Summary of the Chapter
CHAPTER THREE  Research Methodology  3.0Introduction 3.1Research Methodology 3.2Area of the Study 3.3Population of the study 3.4Sample Size and Sample Technique 3.5Method of Data Collection 3.6    Validity and Reliability of Instrument 3.7    Administration of the Instrument 3.8    Method of Data Analysis
CHAPTER FOUR  Presentation and Analysis of data 4.0Introduction 4.1 Presentation of Data 4.2Major Findings 4.3Discussion and Summary of Findings
CHAPTER FIVE  Summary, conclusion and Recommendation 5.0Introduction 5.1Summary 5.2Conclusion 5.3Recommendations- Bibliography  Appendix