Background of the Study

Marketing Performance is a construct that helps to determine the status of an organization as compared to its competitors. Performance is defined as the act of performing; of doing some things; using knowledge as distinguished from merely possessing it, and any recognized achievement (Oxford Dictionary, 2000). Epstein, (2004) suggests that performance can refer to either the ‘ends’ (results) or the ‘means’ (actions) that produced the ends. Profit, which is an ends performance, is seen as historic in nature because it occurs before being reported. Slater and Naver, (1994) used Return on Investment (ROI), sales growth and market share as measures of marketing Performance. Equally, Yan et al (2000) suggest that a current marketing performance measures includes 12 items viz; sales growth, customer retention, return on investment, market share, getting important and valuable information, ability to obtain loan, ability to obtain governmental approval, contact with important persons, ability to secure local resources and motivation. From the long list above, it appears there is no agreement or end to marketing performance indicators. However, marketing performance can be finance-based (profits): market-based (market share) or a combination of these. In the same vein Venkatramen et al, (1986) opine that marketing performance is the achievement of financial and operational business goals. In line with these views, we are considering organizational profits and market share as indicators of business performance in the Nigeria Telecommunication Industry because, ultimately, market share and profit seem to be prime indicators of organizational success and performance.  

There are scholarly opinions in the evaluation of marketing performance. Nwokah and Maclayton (2006) suggest that marketing performance is the achievement of financial and operational business goals. Business achievements or attributes are identified as strong financial result satisfied customers and employees, high levels of individual initiative, productivity and innovation, aligned performance measurement and reward systems. Slater and Naver (1994) used ROI, sales growth and market share in the evaluation of market performance. The Nigerian Telecommunication industry is ridden with competition. This study therefore used market share and sales growth as marketing performance metrics in the Nigeria telecommunication industry. 

TABLE OF CONTENTS

Title - - - - - - - - - - - i

Declaration - - - - - - - - - - ii

Certification - - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgements - - - - - - - - - v

Table of content - - - - - - - - - vi

List of tables - - - - - - - - - - viii

List of Figures - - - - - - - - - - ix

Abstract - - - - - -- - - - - x

CHAPTER 1

1.0 INTRODUCTION - - - - - - - - 1

1.1 Background of the Study - - - - - - - 1

1.2 Statement of the Problem - - - - - - - 4

1.3 Objective of the Study - - - - - - - 5

1.4 Research Questions - - - - - - - 5

1.5 Research Hypotheses - - - - - - - 5

1.6 Significance of the Study - - - - - - - 6

1.7 Scope of the Study - - - - - - - 6

CHAPTER 2

2.0 REVIEW OF RELATED LITERATURE - - - - 7

CHAPTER 3

3.0 RESEARCH METHODOLOGY - - - - - -

CHAPTER 4

4.0 RESULTS AND DISCUSION - - - - - - 28

CHAPTER 5

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION - - 38

REFERENCES