CHAPTER ONE

1.1   INTRODUCTION

Environments complexity is a determent to the choice of promotional choice in a marketing oriented organization. Although, the environment variable are numerious and are subdivided into three (3) major sub-sectors (the macro, immediately or tasks and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can be adopted by marketers to create awareness for the product carried. Although the topic may have a wider scope the researcher streamlined it down to a more researchable scope making promo tools.

        Both human beings, business concern are responsible to the forces in the environment. No one can live in Isolation. Business must take care of both economics and social aspect of life, that is making money must not suppress the welfare, culture and social life of the public. Therefore business must study the needs and want of the environment and produce and sell product and self products and service that will satisfy them.

        The internal and external environment of business must be taken noted of the internal environment like, organization structure, location of business, staff facilities within the business place, union etc. We also have external environment, such as the political, legal union, technology, competition, government etc.

        A good marketers must be conscious of all the environmental factors that may affects marketing amidst numerous forms producing and rendering similar products/ services.

        In study the both the external and the internal factors of environment will let the organization to know the promotional tools that will be effective for each environment.

        For organization or company’s product to gain credibility and acceptability in the mind of prospective consumers, it has to strategies the kind of promotion that will fit the environments.

1.2   STATEMENT OF THE PROBLEMS

The level of influence of environmental elements on the choice of promotional tools to be adopted for the choice of promotional campaign in a marketing organization is of major concern to modern marketing.

1. What are the significance of environmental complexity to a promotional tools?
2. What effects does it have on market share and profitability?
3. The extent to which culture can affect advertising.

1.3   OBJECTIVES OF THE STUDY

The primary objective of this study is to enable the researcher to fulfill the perquisite for the award of Higher National Diploma in marketing. The secondary objectives are as follows:

• To understand the interrelationships between the environmental element (marketing) and the promotional tool choice in other for the company to achieve it’s promotional objectives and help the organization to achieve its overall profit and other objective.
• To examine the effect of environment on promotional activities.
• To increase the organizational profit.

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