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IMPROVING DISTRIBUTION EFFECTIVENESS IN MARKETING OPERATION

 

ABSTRACT

The challenge created by the dynamic nature of the marketing environment has necessitated a total attention to the “place” variable or distribution is very important in that.  It tries to make the product available at place and time of exchange.

It is on the above vein that this study was conducted, the research was to find the extent to which NBC Plc was effective and efficient in the distribution of their products.

The research was carried out in Enugu metropolis.  The researcher made use of interviews, observation and questionnaires in collecting the primary data.  The respondents were made up of consumers, distributions and company personnel.

 

CHAPTER ONE

1. INTRODUCTION:

 

The recent phenomenon in the marketing environment in Nigeria has resulted in a drastic turn around from a production oriented market to a buyer oriented market.  It has demonstrated the importance of recognizing a remarkable change in buyer behaviour, and the need of every production company to reappraise its marketing system and adapt to the new environment and even exploit it.  A key strategy in this marketing system is DISTRIBUTION.

Distribution is a strategies marketing tool representing one of the four arms of the marketing mix, often referred to as “4Ps”.