Effects of Marketing Communications on the Attainment of Organizational Goals
EFFECTS OF MARKETING COMMUNICATIONS ON THE ATTAINMENT OF ORGANIZATIONAL GOALS (A CASE STUDY OF FIRST CITY MONUMENT BANK, AKURE BRANCH)
BY
okere onyekachi victor
A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF BUSINESS
ADMINISTRATION, UNIVERSITY OF ABUJA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR OF SCIENCE (B.Sc.) IN BUSINESS ADMINISTRATION.
FEBRUARY, 2012.
ABSTRACT
Marketing communications has been established as an important means by which organizations and their services are made known to people or customer. The goal of any organization in using marketing communications is to maximize profit through high turnover of sales.
This study looks at the effect of marketing communications on the attainment of the organizational goals using, First City Monument Bank, Akure Branch, Ondo State, as a case study.
The result of the findings revealed that increased profitability of an organization partly depends on the effective use of marketing communications tools.
The respondents for this study were selected using random sampling method. Questionnaire was used to gather information from the respondents and the questionnaire was content validated. Chi-square statistical method was used to know the relationship between the independent and dependent variables.
The result of hypotheses shows that there was positive relationship between marketing communications efforts and increased profit of the organization. The relationship between marketing communications efforts and the organization increased profit can be linked to the fact that marketing communications efforts are useful to the organization.
The study also revealed that there is positive correlation between customers’ satisfaction and the marketing communications efforts of the bank.
BY
okere onyekachi victor
A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF BUSINESS
ADMINISTRATION, UNIVERSITY OF ABUJA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR OF SCIENCE (B.Sc.) IN BUSINESS ADMINISTRATION.
FEBRUARY, 2012.
ABSTRACT
Marketing communications has been established as an important means by which organizations and their services are made known to people or customer. The goal of any organization in using marketing communications is to maximize profit through high turnover of sales.
This study looks at the effect of marketing communications on the attainment of the organizational goals using, First City Monument Bank, Akure Branch, Ondo State, as a case study.
The result of the findings revealed that increased profitability of an organization partly depends on the effective use of marketing communications tools.
The respondents for this study were selected using random sampling method. Questionnaire was used to gather information from the respondents and the questionnaire was content validated. Chi-square statistical method was used to know the relationship between the independent and dependent variables.
The result of hypotheses shows that there was positive relationship between marketing communications efforts and increased profit of the organization. The relationship between marketing communications efforts and the organization increased profit can be linked to the fact that marketing communications efforts are useful to the organization.
The study also revealed that there is positive correlation between customers’ satisfaction and the marketing communications efforts of the bank.
References: REFERENCES AMA (2004) Brassington & Pettit (2000). “Contemporary Marketing”. Prentice Hall, USA. Lovelock, C. & Wirtz, J. (2007). “Marketing Management”. Prentice Hall, USA Google (2011): Via www. Firstcitygroup.com Oxford advance learners’ Dictionary (Sixth Edition). Kotler, P. and Armstrong. (1993).” Principle of Marketing” Pearson Education Inc., New Jersey Pickton, B. L. & Wirtz, J. (2001).” Essentials of Marketing”. Prentice Hall, USA