The Effect Of Marketing Strategy On Customer Satisfaction (a Study Of Unilever Nigeria Company Plc)

INTRODUCTION

Today’s competitive market, in almost every category of products and service, is characterized by accelerating change, innovation, and massive amounts of new information, much by changing customer needs significant and customers’ behaviour and market changes happen almost over night change in market preference or technology, which used to take years, may now take place in a few short months.  As the pace of change accelerates it become more difficult to maintain stable relationships with suppliers, customer brokers, distributors and even your own company personnel. Stanton (1981)

Commitment to good marketing strategies product quality and customer satisfaction program are essential for companies to compete again ‘post-sales customer satisfaction (or managing customer dissatisfaction) programs as a way to reinforce customer buying preference for companies product and services for their current and future purchases. Kotler (1998).

Marketing strategy is a method of focusing an organization’s energies and resources on, a course of action which can lead to increased sales and dominance of a targeted market.  A marketing strategy combines product development, promotion, distribution, pricing relationship management and other elements, identifies the forms marketing goals, and explain how they will be achieved, ideally within a stated timeframe, marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources.  It is most effective when it is an integral component of the overall form strategy, defining how the organization will usefully engage customer prospect and competitors in the market arena. Corporate strategies, corporate missions and corporate goals.  As the customer constitute the source of a company revenue, marketing strategy is closely linked with sales.  A key component of marketing strategy is often to keep marketing in line with a company’s overarching mission statement. 

TABLE OF CONTENTS

Page

Title Page

Abstract

Certification

Dedication

Acknowledgement

Table of Content

CHAPTER ONE: 

INTRODUCTION

CHAPTER TWO: 

LITERATURE REVIEW

CHAPTER THREE: 

RESEARCH METHODOLOGY

CHAPTER FOUR: 

DATA PRESENTATION AND ANALYSIS

CHAPTER FIVE: DISCUSSION