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
Marketing was defined by Kotler (2001) “as a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Staton (1964) defines marketing “as a total interaction of business activities designed to plan, price, promote, and distribute want satisfying products and services to present to potential customers.
Schew and Smith (1982) saw marketing concept as the philosophy of business or attitudes of management which maintain that the local point of the entire firm is the consumer. These marketing activities are called the marketing mix which basic function includes product development, packaging branding, pricing, placement, and promotion clearly, marketing activities should be carried out under a well thought out philosophy of efficient, effective, and socially responsible marketing. Kotler (2001) how ever maintains that there are five competing concepts under which organization conduct marketing activities, the productions concept, product concept, selling concept, marketing concept and societal marketing concept.
All business administrators recognize that marketing is important for the success of a business and that customers want satisfactory is the economic and social justifications of a company’s existence. All company’s activities are devoted to determine what the customers want and then satisfy these want. While still maintaining reasonable profit marketing is one of the major activities that determines the success or otherwise of every organization. As such marketing plays a vital role in attaining organizational objectives organizations therefore; need marketing concepts in order to achieve greater productivity as well as satisfying consumer wants.
It is far easier to sell goods or services that properly match the needs or wants of buyers than to sell the products that do not, and since sound knowledge of consumers need and wants provide information base to effect this match, application of the marketing concept should result in greater sales which assumes efficient and effective management of costs subsequently result is greater profit. Consumers communicate their needs and wants by buying or refusing goods and services offered to them by retailers and other intermediaries . If the offering are satisfying sales occur and more order will be made, but if the product are not satisfying no sales will occur which will show that the products have not gotten acceptance from consumers.
A successful organization is that which recognize consumer’s desire and therefore adjust its activities to meet those needs and adjust its activities to meet those needs and wants. As always says “consumer is a king” therefore, for any organization to live successfully must consider its consumers by doing what is standard to them. The success of organization therefore, depends on the success of her product or services which in turn is tied to the effectiveness of marketing mix. Marketing mix and tools that keep producers to continue to acquire large share of the market for its products, the longer the market the longer the output hence leading to full resource utilization (capacity utilization), with these tools organizations can able to hit target of their marketing as well as operating at full capacity.
Each and every organization have concept that will best match their products. Some organization believe in production in large quantity and wait for buyer to buy (production concept) and some produce and go out to persuade consumers to buy (Selling concept), while some produce in order to satisfy its consumer as well as making profit (marketing concepts) and so on. All these applications depends on the nature and of product organizations is producing as well as how those products get acceptance in the market.
The objectives of the study are as follows:
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