APPLICATION OF MARKETING CONTROL TECHNIQUES IN MANUFACTURING FIRMS IN ENUGU L.G.A OF ENUGU STATE
1: 1 BACKGROUND OF THE STUDY
Marketing plays a dominant role in the successful management of business in the world of Drucker 1973; 9 business enterprises have two basic functions, marketing and innovation. Only marketing and invocation produce results; all the rest are cost. Marketing as the only revenue generating functions; must make plan attempts to implement and control such plans to the extent that its objectives are achieved.
Developing good strategies and tactics, after analysis the marketing environment are only the beginning toward the successful managing of the marketing efforts, usually surprise occurs during the implementation of marketing department therefore must engage in marketing control system and essential in making sure that the company operate efficiency and effectively. As a plan implementation and control are related. All resource available to any business whether human or otherwise must be mobilized into a daily; monthly, yearly and even annual activities that will cause the strategic plan to work well.
1.2 STATEMENT OF THE STUDY
The important of marketing control techniques in the efficient management of companies cannot be over stressed.
Thus in the word of Mocker 1972:2 marketing or management control is a systematic effort to set performances standard with planning objectives, to design information feedback system, to compare actual performances with those perdetermined standard, to determine whether there are deviation and to measure their significance, and also to take any action necessary to ensure that all corporate resources are being used in the most effective and efficient way possible in achieving corporate objectives.
1.3 OBJECTIVES OF THE STUDY
The researcher work was embarked upon to achieve the following objective
i. To investigate to what extent manufacturing firm time formal plans for their activities.
ii. To determine whether the application of marketing control has any effect on the achievement of the corporate goals and objectives of their organization
1.4 RESEARCH QUESTIONS
The following research question is formulated by the researcher in line with the objective of the study. The researcher questions includes
1. To what extent has manufacturing firm made formals plans for the activities
2. What effect has the application of the marketing control on the achievement of the corporate goals and objectives of the manufacturing firm
1. 5 SIGNIFICANCEOF THE STUDY
The main purposes of this study is to investigate the application of marketing control techniques in manufacturing firms in Enugu east local government area and determine whether its one is prevalent among firms. The study will also attempt to find out it control techniques which will be made between the firms based on their types and size defined by the annual sale level or turnover. Information generated in this study will be immensely helpful to marketing executives of Emenite Limited Enugu in the control of marketing programmers in terms of sales goal and objectives, cost and the exploitation of opportunities available, marketing manager should be able to check their basics assumptions about performance.
1.6 SCOPE OF THE STUDY
The scope of the study is the research boundary emphasis is laid on the application of marketing control techniques in manufacturing firms in Enugu east local government area with a view of finding out how this concept has been applied it has on productivity. And so on. The scope of the study is limited to manufacturing firms in Enugu east local government area; especially Emenite Limited a leading roofing sheet in manufacturing firms.
1. 7 LIMITATION OF THE STUDY
Hardly would a research study be concluded without the constraints in a country such as our where bureaucracy and redtaplism act as constraints in the flow of information, and where there is inaccuracy of constraint related to the data system would includes
Low quality data and inadequate recording devices
Lack of standardization in data recording and formats
Lack of incentives and motivations
Drucker P. 1973, Management Tasks, Responsibility And Practices, New York; Harper Row
Koontz, H.And Weihrich,N 1988, Management,9th Edition, Singapore Mc Graw Hill Book Company
Mocker,J.R 1972, The Management Control Process, Englewood, New Jersey USA; Prentice Hall Inc.