An Evaluation of the Effectiveness of Advertising in Promoting Government Revenue Generation
ADVERTISING IN NIGERIA: An Analysis of Creative Strategies of the Print Media
An Analysis of the Effectiveness and Applications of Electronic Banking in Nigeria
Determinations Of Food Purchase And Consumption Patterns Among The Major Ethnic Groups In Nigeria
Marketing of Commercial bank services adoption of the marketing concept since the introduction of the structural adjustment programme (SAP)
Marketing of Banks Services (A Case Study of Selected Banks in Portharcourt)
Appraisal of the Problems for Marketing New Commercial Bank Products in a Depressed Economy
Improving Banking Businesses Through the Application of Effective Marketing and Public Relations Strategies: A Case Study of Citizens, ZENITH and INLAND Banks
The Use of Packaging as a Promotional Instrument in a Competitive Environment (A Case Study of Cosmetics Industry in Enugu / Anambra State)
Merger and Acquisition as Marketing Strategy for Positioning an Organization (A Case Study of GlaxoSmithKline)
Consumer Protection Policy in Nigeria (A Case Study of Anambra State)
Customer relationship management (CRM) is a comprehensive business model for increasing revenues and profits by focusing on customers. More specifically, CRM refers to any application or initiative designed to help firms optimize interactions with customers, suppliers, or prospects via one or more touch points – such as a call center, salesperson, distributor, store, branch office, web, or e-mail – for the purpose of acquiring, retaining, or cross-selling customers. However, many pharmaceutical firms in Nigeria are struggling with their CRM initiatives probably because they have bought the sophisticated software, but do not have the culture, structure, leadership, or internal technical expertise to make the initiative successfully. Therefore, this study was undertaken to investigate the impact of a salesforce motivation on effective implementation of a CRM strategy in the pharmaceutical and healthcare industry in Nigeria. The aim was to find the right elements in motivation mix for designing an integrated compensation and incentive program that can be used by managers to influence and direct a salesperson’s behaviour for effective implementation of a company’s strategic CRM plan.
Both primary and secondary sources of data were used. Questionnaire was the principal source of the primary data, while interview was complimentary. Taro Yamane formula was used to determine the sample size of 244 out of the population of 624. Data from the study was analyzed using descriptive and inferential approaches. Simple descriptive tables, charts and table of means were employed as descriptive tools. For hypothesis testing, t-test and correlation analysis were used to judge the significance of the obtained result. Regression analysis was used to formulate necessary mathematical model that depicted the relationship among the research variable that predicted the values of dependent variables. SPSS for windows (SPSS WIN Version 15) was used to analyse and process the data generated. Factor analysis was employed in analyzing the data in order to isolate principal components that account for motivation of a salesperson.
The analysis of the study indicated that a close relationship exists between a company’s strategic CRM implementation and its salesforce motivation plan. This meant that the salesforce motivation plan has a direct bearing on the successful implementation of a company’s strategic CRM plan. Out of twenty-name (29) components analysed, the result revealed that six principal components account for 85.75% of the data. This suggests that salary compensation, commission incentive, bonus payment, fringe benefits, recognition of awards for outstanding performance, opportunity for promotion and advancement were the major factors that account for salespersons motivation. These components were further used as independent variables to regress customer relationship index, the result showed statistical significant effect of independent variables of the CRM at P ≤ 0.05 level of significant, and a correspondence value of F = 129.925. It suggests that to get its salespeople to aid in successful implementation of its strategic CRM plan, management needs to coordinate its salesforce motivation plans with the company’s strategic CRM plans. It is recommended that sales people should be involved in the CRM planning process from day one to ensure their interests are fully integrated into the system. Sales managers must make sure that each sales person understands what is expected in a CRM strategy implementation. Management should design a reward structure in which greater rewards are tied to better implementation of a CRM performance. Sales managers should convince salespeople that the rewards for better performance are worth the extra effort. Management should give rewards that are valued and attempt to sell the worth of these rewards to the salesforce.
The study developed a salesforce motivation model that integrated the work of the motivational theorists, in particular Victor Vroom’s expectancy theory. The emerged model suggested how a motivated salesperson can impact a CRM strategic implementation in the pharmaceutical and health care industry in Nigeria. The model offered the sales managers how to motivate the salespeople, and what to expect from the salespeople when they are motivated.
Poverty reduction, no doubt, is an integral part of development which in this context, refers to meeting of basic human needs and improvement in total quality of life. Since the satisfaction of basic human needs and wants is critical for development, poverty alleviation policymakers and implementers will contribute towards meeting these basic human needs by formulating, designing and implementing effective social and macromarketing-driven poverty alleviation policies and programmes, based on detailed knowledge and inputs from the beneficiaries. Based on the above background, the study sought to achieve the following objectives: to determine the extent to which policymakers and implementers applied marketing strategies in the poverty alleviation programmes’ design, implementation and campaigns; to find out whether poverty alleviation policy formulation and campaigns were based on information and inputs from the beneficiaries and stakeholders; to determine the level of poverty alleviation programmes awareness among the poor beneficiaries; to find out the extent of beneficiaries participation in the designing and implementation of poverty alleviation programmes and campaigns, and to determine whether the poor beneficiaries had easy and unhindered access to poverty alleviation programmes in Nigeria. The study employed survey design method and made use of questionnaire and indepth interview to generate the primary data used for the descriptive analysis and testing of the hypotheses formulated in the course of the study. However, secondary data were sourced through the internet and libraries. The geographical area of the study was the six states drawn from the six geopolitical zones plus the Federal Capital Territory (FCT), Abuja. The study employed multi-stage, purposive and simple random sampling techniques. The multistage sampling method was applied to the six geopolitical zones of South-South (SS), South-East (SE), South-West (SW), North-East (NE), North Central (NC) and North-West (NW) to reflect the regional dimension of poverty. Purposive sampling method was later used to select a state each from the six geopolitical zones as follows; Edo State (SS), Ebonyi State (SE), Lagos State (SW), Bauchi State (NE), Benue State (NC) and Kebbi State (NW) to reflect the rural-urban divide and prevalence of poverty based on information from the Federal Office of Statistics (FOS). Simple random sampling was used to select respondents that were administered questionnaire. The sample size was determined from the population of the selected states based on 2006 Census figure using Freund and Williams, and Taro Yamane sample size determination formula. This gave us a total sample size of 1,495 comprised of, Edo (158), Ebonyi (107), Lagos (442), Bauchi (230), Benue (208), Kebbi (158) and FCT-Abuja (192), used for the study. The data analysis was done using the SPSSWIN computer programming package, while t-test, Analysis of Variance (ANOVA) and Correlation Analysis were used to test the hypotheses formulated in the study. Findings revealed that marketing strategies were inadequately employed by poverty alleviation policymakers and implementers in the design and implementation of poverty alleviation programmes and campaigns. The test on the first objective was supported by the policymakers/ implementers responses which were significant at F-value of 104.75 with P-value of 0.000 < 0.05. Again, poverty alleviation policy formulation and campaigns were not based on information and inputs from the beneficiaries and stakeholders as revealed by the Analysis of Variance (ANOVA) which tested the second objective of the study. The result showed an F-value of 240.9 and significance value of 0.128 which is greater than 0.05. The result on the third objective revealed that the programmes were designed with little inputs from the poor beneficiaries, the majority of them that reside in rural communities were not adequately sensitized, and information on poverty alleviation programmes was not effectively disseminated to them. This was statistically supported by ANOVA test at F-value of 522.1 and P-value of 0.187 > 0.05. Furthermore, the level of participation of the beneficiaries in poverty alleviation programmes design and implementation for the fourth objective was significantly low as revealed from an F-value of 727.0 and significance value of .000 which is less than 0.05. Finally, on the fifth objective, the Pearson Correlation Coefficient value of 0.124, was very weak to uphold any claim that the poor had easy and unhindered access to poverty alleviation programmes in Nigeria. Based on all the above, nine conclusions were drawn and eight recommendations were made. Also, vital areas that should be investigated or handled by future studies were suggested by the researcher. Furthermore, the researcher formulated and described a theoretical cum practical Model, known as the Poverty Alleviation Programmes and campaigns Model which is his vital contribution to knowledge.
This is a research work carried out to evaluate the impact of advertising on consumer behavior with particular reference to De-united Foods Industries Ltd, makers of Indomie noodles. Data for the research were collected through primary and secondary sources. The collected data were analyzed in tables and simple percentages, while the hypotheses were tested using the chi square technique. Given three hypotheses as stated in chapter one, these hypotheses were tested critically in chapter four to reveal the authenticity of responses by the respondents to the research questions.
This study was on focused on the impact of the commodity exchange on the export of primary commodities (Cashew) in Nigeria. It aimed at finding out the effect price instability on export of primary commodities in Nigeria, finding out the extent of measures taken by the exchange in tackling price instability and finding out the level of effectiveness of the Exchange in promoting export of primary commodities. In undertaking this study, the survey research design was adopted. The population of the study was the 103 staff of the Abuja Exchange, with a sample size of 90 being determined. Questionnaire was the research instrument that was used in the collection of data. Data collected were presented and discussed descriptively while the hypotheses statements were tested using the Z-test statistics with the aid of the SPSS 17.0 statistical software. The study revealed that price instability has an effect on the export of primary commodities in Nigeria, measures taken by the Exchange are effective in tackling price instability of primary commodities and the Exchange has been effective in promoting export of primary commodities. The study recommended that the Commodity Exchange should fashion out proactive ways of ensuring that there is stability in the prices of primary commodities; the Exchange should work together with the farmers to ensure the quality of their primary commodities meet up with international standards, thereby resulting to a regulated and stable price regime; and the Exchange should put in more resources into research and development (R&D) which will enhance the production capability and quality of local output.