MARKETING ENVIRONMENT AS A CORRELATE OF MARKETING PERFORMANCE IN SOME SELECTED COMPANIES

MARKETING ENVIRONMENT AS A CORRELATE OF MARKETING PERFORMANCE IN SOME SELECTED COMPANIES

Author by Dr. Adesoga Adefulu

Journal/Publisher: Babcock Journal Of Management And Social Sciences

Volume/Edition: 9

Language: English

Pages: 221 - 231

Abstract

The importance of marketing environment can not be disregarded in any organisational marketing performance. It is an underlying determinant of marketing performance. The objective of the paper is to find out the correlate between marketing environment elements and organisational marketing performance (sales and market shares performance and target market satisfaction). The methodology adopted in this research includes the survey research method in which the primary source of data was employed. The research instrument was the questionnaire administered on the samples from the selected companies. The statistical tool employed was the linear regression analysis to determine the extent to which changes in marketing performances are explained by marketing environment elements. The correlation co-efficient determines whether there is positive or negative relationship between the two variables. The t-test statistics determines the statistical significance of the changes in the independent variable on the dependant variable. The study showed that marketing performance was largely influenced by marketing environments. The study concluded that marketing environment analysis should be a serious business in organisation and more importantly should be carried out on regular basis in order to ensure effectiveness in operations.


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