ABSTRACT

Business organizations operate in an environment characterized with competition and change.  This research therefore, is the study of the effect of marketing planning and control on a company’s productivity in the face of the competition.  In the research process, the study hypothesized that the application of marketing planning and control does not facilitate the growth of a firm. However, the study adopted a sample size of 250 through a population of 700 target respondents.  Questionnaire was the major research instrument for primary data collection while spearmen rank-order correlation was adopted for testing the study hypothesis.  The study however, concluded that marketing planning and control not only enhance organizational growth and productivity, but contemporary marketing. 

TABLE OF CONTENTS 

Title Page - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of Contents - - - - - - - - vi

List of Tables - - - - - - - - viii

Abstract  - - - - - - - - xi

CHAPTER ONE   

1.0 INTRODUCTION 1

1.1 Background of the Study - - - - - 1

1.2 Statement of Problem - - - - - - 3

1.3 Objectives of the Study - - - - - - 3

1.4 Research Questions - - - - - - 4

1.5 Statement of Hypotheses - - - - - 4

1.6 Significance of the Study - - - - - 5

1.7 Scope and Limitations of the Study - - - 5

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE 6

2.1 Definition of Planning - - - - - - 6

2.2 Nature of Marketing Planning - - - - 7

2.3 Elements of Marketing Planning - - - - 16

2.4 Types of Marketing Planning and Control - - 18

2.5 Benefit of Marketing Planning - - - - 20

2.6 Why Marketing Plans Fail - - - - - 21

2.7 Situation Analysis as an Aspect of Marketing Planning - 22

2.8 Marketing Control Process:  A Practical Approach - 25

CHAPTER THREE

3.0 RESEARCH METHODOLOGY 30

3.1 Population Description - - - - - - 30

3.2  Population of Study - - - - - - - 30

3.3  Sampling Plan - - - - - - - 30

3.5 Sample Size - - - - - - - 30

3.6  Data Collection Procedure - - - - - 31

3.6.1   Instrument - - - - - - - 31

3.6.2 Sources of Data - - - - - - - 32

3.6.3 Validity and Reliability - - - - - - 32

3.7 Data Analysis and Hypothesis Testing - - - 32

CHAPTER FOUR

4.0 DATA PRESENTATION AND ANALYSIS 33

4.1 Some Statistical Explanation - - - - - 33

4.2     Testing of Hypotheses - - - - - - 46

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS 49

5.1 Summary of Findings - - - - - - 49

5.2 Conclusion - - - - - - - - 50

5.3 Recommendations - - - - - - 50

Bibliography - - - - - - - - - 55

Glossary

Questionnaire

LIST OF TABLES

Table 4.1: Allocation of the Questionnaires and Returns - - 34

Question 1: What is your Sex? - - - - - - 35

Question 2: What is your age? - - - - - - 35

Question 3:  What is your year of service? - - - - 36

Question 4: What is your present position in the company? - 37

Question 5: Is your company profit oriented? - - - - 37

Question 6: What are the methods of planning idea open to your 

company? - - - - - - - - 38

Question 7: Can effective marketing planning and control

account for the success of the organization to 

achieve productivity? - - - - - - 39

Question 8: How has the implementation of your company’s 

policies come to influence production? - - - 39

Question 9: How do you motivate your employee to give their best? - 40

Question 10: Can a defect in a planning process result to it’s failure?   - 41

Question 11: What strategies does your company adopt in 

locating target markets? - - - - - 41

Question 12: When a plan has effective control and implementation 

can it enhance productivity? - - - - - 42

Question 13: What are the bases of your product planning policy? - 43

Question 14: Is your company a product leader or follower? - 43

Question 15: Should planning and control for promotional activities - 44

continue even when demand exceeds capacity? - 44

Question 16: Does effective planning and control facilitate 

company’s profitability? - - - - - 44

Question 17: Is the company planning and control process

affected by government policies? - - - - 45

Question 18: Is your company planning, control and productivity 

affected by the present economic condition? - - 45