THE IMPACT OF MARKETING MIX STRATEGY ON THE GROWTH OF A FIRM (A CASE STUDY OF LUBCON NIGERIA LIMITED, ILORIN)

TABLE OF CONTENT

Front page                                                                                      i

Certification                                                                                   ii

Dedication                                                                                      iii

Acknowledgement                                                                           iv

Table of content                                                                              v 

          CHAPTER ONE

1.0            Introduction                                                                                       1

1.1             Statement of problem                                                                        1

1.2             Objectives of the study                                                            2

1.3            Research question                                                                    3

1.4             Statement of Hypothesis                                                                   4

1.5             Significant of the study                                                            4

1.6             Scope  of the study                                                                           4

1.7             Limitation of the study                                                            5

1.8             Historical background of the study                                                    5

1.9             Definition of terms                                                                            7

CHAPTER TWO

Literature Review

2.0            Introduction                                                                                       9

2.1             Concept of marketing                                                                       9

2.2             Evolution of marketing                                                          11

2.3             Concept of marketing mix strategy                                         13

2.4             The roles of marketing mix strategy                                       14

2.5             Marketing mix variable                                                          15

2.6             Product                                                                                           16

2.7             Pricing                                                                                            21

2.8             Promotion                                                                             23

2.9             Distribution channel                                                                        29

CHAPTER THREE

Research Methodology

3.0             Introduction                                                                                    38

3.1             Research design                                                                     38

3.2             Research population                                                                        38

3.3             Sample size and sample techniques                                                  38

3.4             Source of data collection                                                                 39

3.5             Research instrument                                                                        40

3.6             Reliability and validity instrument                                                   40

3.7             Method data analysis                                                                       40

Questionnaire

CHAPTER FOUR

4.0             Introduction                                                                                   46

4.1             Data analysis and presentation                                                46

4.2             Test of hypothesis                                                                           59

4.3             Summary of findings on the hypothesis                                           65

CHAPTER FIVE

5.0            summary, conclusion and recommendation                             67

5.1             Summary of findings                                                                      67

5.2             Conclusion                                                                           67

5.3             Recommendation                                                                 68

Reference.