Basic Marketing: A Managerial Approach

Konopa, Leonard J.; McCarthy, E. Jerome

doi:10.2307/1248683

Cited by 13 publications

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“…Marketing: Its Significance to Agricultural Development Nnabuko ,[13] Perreault and McCarthy [14] describe marketing as the performance of activities that seek to accomplish an organization's objectives by anticipating customer needs and directing a flow of needsatisfying goods and services from producer to customer. They affirm that the primary role of marketing involves adding form, place, time and possession utilities to maximise consumer satisfaction.…”

Section: Agriculturalmentioning

confidence: 99%

Involvement of Agro-Based Cooperatives in Agricultural Marketing and Development in Enugu State, Nigeria: A Qualitative Analysis

Lilian,

Chukwudi,

Nwakaego

2023

AJEBA

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In view of isolated small scale farmers still dominating the Nigerian agricultural sector, the import of this study is on the need to employ agro-based cooperatives in mobilising rural farmers for effective marketing of their products since they lack the capacity to effectively market these products individually. This will invariably spur them towards increased production hence promoting agricultural development. Hence the study analysed the involvement of agro-based cooperatives in agricultural marketing and development in Nigeria. It specifically examined the reason behind the formation of these cooperatives, assessed their involvement in agro processing and marketing. It further identified the various constraints to their active participation in agro-marketing. The paper adopted a qualitative research design. Thus structured interview and focus group discussions were employed in collecting qualitative data from selected agricultural cooperatives in Aninri LGA of Enugu State, Nigeria. The qualitative data collected were analysed using thematic analysis. The study revealed that most agro-based cooperatives in Nigeria were yet to evolve from the level of solely seeking assistance to a purpose driven business oriented enterprise.It also found out that most of these cooperatives are multipurpose in nature with very few performing marketing functions for their members. It identified farmers’ apathy towards cooperative marketing, poor appreciation by rural farmers of the economic benefits of cooperative marketing, absence of a felt need to run a business oriented venture among rural farmers as factors militating against the active involvement of these cooperatives in agro processing and marketing. The paper suggests the need for the transformation of agricultural cooperatives in Nigeria into market competitive ventures characterised by active involvement in agro marketing, extensive education of rural farmers on the economic benefits of cooperative marketing, introduction of economic policies and measures that will create an enabling environment for these cooperatives to effectively engage in marketing activities.

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Section: Agriculturalmentioning

confidence: 99%

Involvement of Agro-Based Cooperatives in Agricultural Marketing and Development in Enugu State, Nigeria: A Qualitative Analysis

Lilian,

Chukwudi,

Nwakaego

2023

AJEBA

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“…Improving and maintaining customer continuity is a marketing strategy in the current digital era. In the digital era, technology will affect marketing in two basic ways, namely with new products and with new processes, but to win the competition, customers must be involved in business by optimizing the competence of each customer (Perreault Jr. and McCarthy, 2002). According to Green (2010) that companies must always be connected with customers by implementing IT anywhere.Technology is believed to provide benefits such as cost efficiency, operational flexibility and resource optimization for the company.…”

Section: Introductionmentioning

confidence: 99%

Customer Relationship Management : Literature Review

Zulyanti

Irawan

2023

International Journal of Science, Technology & Management

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The purpose of this article is to provide a more meaningful view of CRM starting from the CRM definitions of several figures along with their orientation and the CRM strategic model framework so that later they can contribute to researchers and companies about CRM implementation and show that by managing customer relationships with both can increase the value of the organization/company. The method used is a literature study derived from previous books and articles that analyze the CRM model. There are 10 models in this article that are presented with comprehensive discussions and reviews that explore customer-centric, technology solutions to improve customer relationships, knowledge management systems, employee involvement in organizational performance.

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“…Factors affecting the success of business relationships, for a long while have been in the focus of those specialists and professionals who are interested in the topic, since the last two decades have caused significant changes in everyday life of participants in the economy [1]. Adaptation of the traditional and well-known McCarthy´s [2] marketing mix perfectly fitted into the influence of North America's mass production in the 50s and 60s, just as it fits into the wellorganized sale system and into the mass media affected by the dominant participants in the market. Grönroos [3] and Grayon-Ambler [4] also criticized the applicability of the 4P model.…”

Section: Introductionmentioning

confidence: 99%

Factors Determining the Development of Business Relationships in the Advertising Market

Seres-Huszárik¹,

Józsa²,

Tóth³

2017

ACTA POLYTECH HUNG

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Factors affecting the success of business relationships for a long while have been in the focus of those specialists and professionals who are interested in the topic over the last two decades have caused significant changes in everyday life of participants in the economy. Over the past decades the concept of relationship marketing has become wellknown and widely spread in business life. It is a well-known fact that the cost of acquiring a new customer is much higher than the cost of keeping an existing one. Participants of the economy define relationship marketing as a strategy to achieve customer loyalty. During the initial phase of the relationship, the company aims to establish a strong relationship with the customer, to win indifferent customers and make them loyal. Based on the abovementioned factors, we found it important to asses the factors affecting the agency-client relationship. Based on several empirical studies, in our research we tried to answer the question whether it can be stated on the basis of the unanimous opinion of the participants of the Slovak advertising market that during the development of business relationships interpersonal relationships play the most important role ((hypothesis testing). Results of our research will help us understand the development of the agency-client relationships, and provide practical results for the advertising industry.

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Basic Marketing: A Managerial Approach

Cited by 13 publications

References 0 publications

Involvement of Agro-Based Cooperatives in Agricultural Marketing and Development in Enugu State, Nigeria: A Qualitative Analysis

Involvement of Agro-Based Cooperatives in Agricultural Marketing and Development in Enugu State, Nigeria: A Qualitative Analysis

Customer Relationship Management : Literature Review

Factors Determining the Development of Business Relationships in the Advertising Market

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