STRATEGIES FOR ENHANCE INDUSTRIAL MARKETING EFFICIENCY, TECHNOLOGY BASED APPROACH (A CASE STUDY OF SACLUX PAINT LIMITED)

ABSTRACT

The study examined the strategies for enhanced industrial marketing efficiency; technology based approach, using SACLUX PAINT as empirical study. In the process of the research, the study adopted a sample size of 80 from a population of 100. A probability sampling method was adopted. Simple percentages was adopted in analyzing the primary data collected; while the hypothesis were tested using spearman product moment correlation. After the study, it was concluded that marketing strategies enhanced marketing efficiency in industrial marketing. Thus, the study recommended that advertising, with sales promotion, direct and data based marketing strategies should be adopted in the industrial marketing. 

TABLE OF CONTENT

Cover Page ﾿ i

Title Page ﾿ ii

Dedication ﾿ iii

Acknowledgment ﾿ iv

table of Content ﾿ v

Abstract ﾿ vi

List of Tables  ﾿ vii

CHAPTER ONE

1.1 ﾿ Introduction ﾿ 1

1.2 ﾿ Background of the study ﾿ 1

1.3 ﾿ Statement of problem ﾿ 4

1.4 ﾿ Objectives of the study ﾿ 6

1.5 ﾿ Research question ﾿ 6

1.6 ﾿ Research hypothesis ﾿ 7

1.7 ﾿ Significance of the study ﾿ 7

1.8 ﾿ Limitation of the study ﾿ 8

Chapter two

2.1 ﾿ literature review ﾿ 10

2.2 ﾿ Marketing Strategy ﾿ 11 

2.3 ﾿ Industrial Marketing: Asynopsis ﾿ 12

2.4 ﾿ The structure of distribution system ﾿ 16

2.5 ﾿ Number Of Channel Levels ﾿ 17

2.6 Different Level Of Channel ﾿         19

2.7 Factors Considered Effective In Distribution 

      Strategy formation ﾿ 20

2.8 ﾿ Selective distribution strategy ﾿ 21

2.9 ﾿ Exlusive distribution strategy ﾿ 21

2.10 ﾿ Intensive marketing system ﾿ 22

2.11 ﾿ Intermediaries in the marketing system ﾿ 22

2.12  Channel Conflicts And Controls Measures ﾿ 23

2.12 Marketing Logistics: ﾿ 25

2.13 Customer Service ﾿ 26

2.14 Marketing Efficiency ﾿ 28

Chapter three

Research methodology ﾿ 30

3.1 ﾿ Research design ﾿ 30

3.2 ﾿ Area of the study ﾿ 30

3.3 ﾿ Population of study ﾿ 30

3.4 ﾿ Sampling technique and method ﾿ 31

3.5 Determination Of Sample Size ﾿ 31

    3.6 Measurement Of Instrument ﾿ 32

     3.7 Source Data ﾿ 33

    3.8 Validity And Reliability Of Instrument ﾿ 33

    3.9 Method Of Data Presentation And Analysis ﾿ 34

   3.10 Model Specification ﾿ 34

Chapter four

Data analysis and presentation ﾿ 35

4.1 ﾿ Distribution Administration ﾿ 35

4.2: Personal Data ﾿ 35

4.3: Hypothesis Testing ﾿ 46

Chapter five

Summary, conclusion and recommendation ﾿ 56

5.1 ﾿ Summary ﾿ 56

5.2 ﾿ Conclusion ﾿ 56

5.3 ﾿ Recommendation ﾿ 57

References