CHAPTER ONE

1.0 INTRODUCTION

1.1     BACKGROUND TO THE STUDY

          In the olden days, there was no marketing because individual tended to be self sufficient, growing and producing things that were needed to satisfy basic needs. There was almost no exchange of commodities and hence no desire for the market place.

          As time passed however the concept of division of labour evolved people began to concentrate on producing the items which they cannot/could exchange with others which they can not produce thus brought about specialization in production system. This people began to exchange goods with goods a system know as trade by barter. This involves the uses of some specific items such as cowries, shells and after this stage came the existence of a medium of exchange called MONEY. The introduction of money as a suitable medium of exchange led to the evolution of modern industries which undertake high production of commodities and improved marketing of the products system.

          In the beginning the exchange process was in simple form. The emphasis was largely on the production of basic need which usually were in short supply. Little or no attention was given to marketing. Later on, there was evolution of marketing.

          Marketing is all about organizing the company to meet the need of customers, not just today and tomorrow but also in five on even ten years time. It is about supplying customer with well designed, good quality reliable product at a price which their considered to be fair. It is also about the placing of an order that customer have a right to expect marketing therefore, is all about company outward looking for customer oriented to do this you have to be able to put yourself in the customers shoes (or even better inside their minds) in order to really understand what they want and what they feet about things only in this way, can the form organize itself successful to meet the need of the customers.

          Marketing is defined by Philip Kolter in his broke principles of marketing (1980) as a set of principle for choosing large marketing, measuring their need developments want satisfying product and services and delivering them at a value of the customers and profit to the company. Form the definition, marketing process is aimed at getting the right goods to the right people in the place and at the right time with right communication process. This should form part of literature review.

          This means that the activities designed to make commodities available of either times or place where they are more in demand than the time and place at which they are available create wealth to the industries. In this present age of changes marketing is the heart beat of many business operations and it is very important, if a business is to be successful.

          Meanwhile, marketing concept was defined by Ayuba (1987) as a new philosophy or a way for customers need as they key to achieve organizational goals and the focus page three of the concept is the customer whose needs and wants the marketer strives to satisfy in order to achieve the indeals of the organization is reflected in various contemporary adverts “have it your way” No dissatisfied customer”

          However, the hotel proprietor act of 1957 defined hotel as “an establishment offering food and drink, and sleeping accommodation if so required to any who appears able and willing to pay for the service and facilities.

1. According to this definition tourists are mostly considered as the total customers that is the buyer of hotel products those tourist could be categorized into the common interest domestic, international tourists. Since people tend to fall into one of the above categories, hotel therefore could be said to be serving the public. The success of this hospitality industry would depend on its ability to satisfy customers.
2. Marketing is the scientific study of exchange of relationship it is also business activities that direct the flow of goods and services. From the producer to the ultimate consumers (users) on the other hand. It is the set of human activities directed at facilitating and consummating exchange.

Despite importance of marketing in an organization, the hotel in this country has not put marketing concept in its proper place.

Marketing concept proclaims that the interest of the forms will be best served to the extent that it can anticipate changing customers needs and organize the resources to need those needs. It is also the process of anticipating changing customers need, that page 4 marketing management it required to adopt a very different approach from association with more convection finance and protection functions.

          Therefore, there is even no room for marketing manager in most hotels marketing activities have been total practiced in Nigeria and partially practice in very few ones. For example what generally happen in the hotel industry page four is that the general manager hires as an individual and labels himself with the tag of sales manager, director of sales or similar titles. He assigns this person with the job of going after group room business conventions, touring groups and the likes.

          The general manager himself takes up the advertising to individual room sales. The catering manager take care of the food and banquet manager the above halation shower that what operates in the hotels is an indefinite, disconnected, unrelated, accidental sort of partial marketing.

          This is more so in Nigerian businesses because business in Nigeria today especially in the hoteling industry operates in a “seller market” that is market where less attention is paid to the customers needs and satisfaction and yet the success or product still old.

          As a result little attention is paid to customer wants and satisfaction and yet the products are sold this is because

1. Lack of suitable substitutes
2. The increasing purchasing power of Nigerians
3. The issue system that present in our society

But in view of the proliferation of hotel and the state of the country’s economy which is liable to change, marketing must be placed in its proper perspective, the hostelling industry

Infact, the hotelling industry to a great extent enjoys the monopoly of trade but as the springing up of many hotels, the present monopoly bring enjoyed by the hotel industry would be broken and the state of economy which reflects on the consumers purchasing ability is liable to change.

          Hence, the stage of marketing orientation rather than selling orientation which operates now become essential

          The difference being that, marketing focuses on the needs of the buyer while selling focuses on the needs of the seller. There are several means and producers which can be used in marketing campaign in the hotelling industry.

1. 1. This material content is developed to serve as a GUIDE for students to conduct academic research work
2. 2. As a source for additional understanding of the subject.
3. 3. As a source for ideas for your own research work (if properly referenced).
4. 4. For PROPER paraphrasing (see your university definition of plagiarism and acceptable paraphrase)
5. 5. Direct citing (if referenced properly)
Thank you so much for your respect to the authors copyright.