Marketing Effectiveness and Business Performance: The Study of Hospitality and Tourism Organizations in Nigeria

The concept of marketing effectiveness has been extensively discussed because of its strong association with many valuable organizational outcomes such as stable, long-term growth, enhanced customer satisfaction, a competitive advantage and a strong marketing orientation (Nwokah and Ahiauzu, 2009). Despite the avalanches of studies on marketing effectiveness, there seems to exist a scarce literature on its conceptual measures. Kotler (1977, 1997) operationalised marketing effectiveness as Amalgam of five components, notably: customer philosophy, integrated marketing organization; adequate marketing information, strategic orientation; and operational efficiency. Later, Appiah-Adu et al (2001), Nwokah and Ahiauzu (2008,2009) adopted the earlier measures but further argued that, the basis of studying marketing effectiveness is to first identify the importance of studying the market, recognize its  numerous opportunities, then selecting the most appropriate segments of the market to operate in and endeavoring to offer superior value to meet the selected customer’s needs and wants.   Nwokah (2008) in his study on Marketing in governance: leader-managerial practices for efficiency in competency-based administration and transformational marketing model argue that marketing effectiveness of a firm is achievable if the firm has suitable staff to enable it perform marketing analysis, planning and implementation. Sequentially, marketing effectiveness calls for management to have sufficient information for the purpose of planning and effective resource allocation to varying markets, products and territories (Nwokah and Ahiauzu, 2008, 2009). Marketing effectiveness is also contingent upon the adeptness of managers to deliver profitable strategies from its philosophy, organization and information resources

The Influence of Celebrity Advertising On Consumer Brand Preference in Nigeria: Case Study of Chivita

This study focuses on examining the perception of Nigerian Consumers about the celebrity endorsement process and the subsequent impact on their preference of brands. Competing in a turbulent and competitive business landscape requires organizations to continuously introduce innovative products which meet the trends, lifestyles and expectations of customers. Advertising is the most common and effective tool used in creating awareness and convincing customers about the brand name. There are various types of advertising and one of the most common current advertising forms is celebrity endorsement advertising. The objective of this study is to gain a deeper understanding of the influence of celebrity advertising leading to brand preference of consumers in fruit juice related products. Specifically, this research examines the level of respondents’ awareness of celebrity endorsement on chi vita, how celebrity endorsement influences consumers’ preference of chi vita; if the celebrity endorsement influences consumers intention to purchase chi vita, how loyal the respondents are to the brand of chi vita; how celebrity endorsement influences consumers loyalty of chi vita; the effects of changes in celebrity adverts on the consumers preference for chi vita. The findings revealed that celebrity endorsers do impact the consumers in some ways as they refer to the celebrities as an important reference group but the impact is not so significant. It is also found that Nigerian consumers perceive the celebrity endorser as a role model who influences their brand preference

Building Marketing Managerial Competences Through Emotional Intelligence

The purpose of this chapter is to build marketing managerial competences model through emotional intelligence. A 32-item questionnaire was developed and 215 corporate organizations in Nigeria were selected as sample for this study. Hand delivery survey was conducted from key informants in the organizations. The results of the study validated the research instruments and found a strong association between emotional intelligence and marketing managerial competences of corporate organizations in Nigeria. The main finding is that emotional intelligence leads to marketing managerial competences. This paper reinforces confidence on how marketing managerial competences can be built and developed through managers’ emotional intelligence. Keywords: Emotional-intelligence, Marketing, Management, Competence, Nigeri

The Socio-Economic Impact of Globalization in Nigeria

The aim of this study is to assess the socio-economic impact of globalization in Nigeria; and to compare the differences of these impacts in the public and private sectors in Nigeria. The study adopted a survey method through the use of close-ended questionnaire from the results of two pilot studies to elicit information from 233 staff of the Nigeria private and public sectors. Returned instrument were analyzed using both descriptive and inferential statistics; descriptive statistics – mean and standard deviation was used to respond to the research question and the independent sample t-test was used to assess the differences in socio-economic impact of globalization as perceived by the Nigeria private and public sectors. The study found skill development, commitment to and positive work attitude as major area globalization has impacted socio-economic development in Nigeria public and private sectors. Statistical evidence from this paper shows significant differences in the socio-economic impacts of globalization Nigeria private and public sectors were identified, with the private sector being more committed than Nigeria public sector. A recommendation for further study to investigate the results and conclusion of this study in other sector of the economy and possibly in other Africa developing nation is made

Customer Relationship Management and Marketing Performance: The Study of Food and Beverages Firms in Nigeria

This study focused on Customer Relationship Management (CRM) and Marketing Performance (MP), with a particular reference to food and beverages firms in Nigeria. The challenge that inspired this study is the observed non-implementation of effective and efficient CRM by some food and beverages firms in Nigeria. The study was designed as a correlation investigation to determine the significant relationships between five popular determinants of CRM and three dimensions of MP adopted by this study. The sample unit consisted of the staff of food and beverages firms in Nigeria who provided relevant information through structured questionnaire and personal interview. Eleven viable companies were selected out of the seventeen firms quoted in the 2013/2014 edition of the Stock Exchange Gazette. Fifteen (15) research questions and hypotheses were formulated and tested using Pearson Correlation Coefficient. The statistical evidence shows different degrees of relationships with the different related dimensions. Information sharing with customers and sales growth showed the strongest relationship of 0.743. However, the least related variables are technology based CRM and Market Share with correlation coefficient of 0.350. Generally, the study shows a moderate relationship between CRM and MP. Organizations and practitioners have a base for planning with the result of this study. Business firms in the food and beverages industry should evaluate their performance effectiveness and efficiency through a thorough understanding of the moderating variables. There is also need to encourage a high level of marketing integration and control across all the major marketing functions; train and motivate all staff towards a goal oriented CRM

Customer Relationship Management and Service Quality: a qualitative study

This study examined customer relationship management effectiveness and Service quality on international customers in a single University in the UK higher education sector. We adopted the qualitative research design with focus group interview approach. Focus group discussions were carried out with twelve purposively sample units of analysis from the case University. The study primary data was analysed using thematic template technique with Nvivo 10. The study found that the CRM programme of the case University is effective following the various students‟ oriented social and academic programs. Findings also showed that its CRM program influenced international students‟ satisfaction and positive advocacy behaviour. The study found six emerging themes for evaluating customer relationship management effectiveness in the higher education sector. Thus, recommended the need for strategic policy makers in the higher education sector to enhance investments on building stronger customer relationship management infrastructure.KEYWORDS: Customer Relationship Management, Service Quality, Qualitative Stud