The Dynamics of Communicating new Products
The Dynamics of Communicating new Products
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Date
1998-11
Authors
Oladeji, O. Oladapo
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Abstract
This research work is intended to establish the fact that effective marketing communication
forms the basis of product success in the market. Products have a life cycle, undergo so
metamorphosis such that at each stage, an appropriate method and strategy of communication
needs to be adopted in order to create customer awareness and influence their buying decision
process. All marketing policies and programs are successfully accomplished when there is a
successful communication backing.
This then requires skillful sales management. The process of acquiring developing and
training, utilizing and motivating the sales personnel must be effectively managed to yield
desired results. The task of sales making is quite challenging and gives employment to
thousands of people in this country. It calls for special skills and proficiency to be able to
create awareness of products or services in the minds of customers and convince them for
eventual adaptation. Sales revenues are one of the primary sources of a firms income and all
promotional activities ultimately result in to sales revenues for the organization.
Critical policy issues in marketing communication such as the type and method of promotion
to adopt, budgeting for promotion, and sales force management are usually the focus of the
management of most organization.
Mobil is one such marketing company with a owners' wealth and profit maximization
motive. In the light of a very competitive environment, a successful product campaign
program will ensure the eventual attainment of this objective. The importance of marketing
communication to this organization is of primary concern to the management who have
always devoted a good percentage of their resources to promotion activities
Description
A Project submitted to the Department of
Business Administration, Ahmadu Bello University, Zaria
In partial Fulfillment of the Award of the Masters of Business Administration
(MBA) degree.
November, 1998
Keywords
Dynamics,, Communicating new Products.