IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATION OBJECTIVES (A STUDY OF UNILEVER BROTHERS NIGERIA PLC)

ABSTRACT This project work was an attempt to investigate the impact of marketing mix in the accomplishment of organization objectives. The main objectives were: to identify the impact of marketing mix in the organization. To identify the different approaches used by organization to implement marketing mix. To identify how the management of Unilever Brother Plc should ensure that good strategies should get in plan. Based on the objectives of the study, research questions were formulated.  The populations of study were drawn from the users of unilever products in Enugu metropolis.  Bourley’s formular was used to determine the sample size.   Questionnaires and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected. Based on the analysis, the following findings were made: Marketing mix plays a good role in performance of Unilever Brother’s Nigeria plc. Unilever Brothers Chooses the appropriate marketing mix for the target market. The researcher therefore made the following recommendations; the management of Unilever Brother Nigeria Plc should ensure that good strategies are put in place in presenting their products to the public. People, process and physical evidence which is an other marketing mix in modern economy should be put into.

TABLE OF CONTENTS Cover Pagei Title pageii Approval pageiii Dedicationiv Acknowledgementv Abstractvi Table of Contentsvi
CHAPTER ONE INTRODUCTION 1.1Background of the study1 1.2Statement of the Problem8 1.3Purpose of the study9 1.4Research Questions10 1.5Significance of the study12 1.6Scope Delimitation of the Study 15 1.7Definition of Terms16
CHAPTER TWO REVIEW OF RELATED LITERATURE 2.1Overview of Marketing Mix  19 2.2Definitions of Marketing Mix  27 2.3The Marketing Mix as Tools of Study 29 2.4Importance of the Marketing Mix  33 2.5Marketing Concept 36 2.6Holistic Marketing 37
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 3.1Source of Data 46 3.2Population of the Study 46 3.3Research Instrument 49 3.4Validity of Research Instrument 49 3.5Questionnaire Allocation and Administration 50 3.6Method of Data Analysis and Treatment51
CHAPTER FOUR PRESENTATION, ANALYSIS, AND INTERPRETATION 4.1Presentation, Analysis, and Interpretation52
CHAPTER FIVE 5.1Summary of Findings67 5.2Recommendations68 5.3Conclusion 69 Bibliography  Questionnaire