CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

A product has been defined by the American marketing association as any thing that can be officered to a market for attention, acquisition or consumption including physical objects, services, personalities, organization and desires.

A product as defined by stanchion in fundamentals of marketing. A product is a set of tangible and intangible attributes that leads to customer satisfaction. product planning embraces all the activities that enables a company to determine what product t will market.

Management deals with all those who have supervisory responsibility ranging from the chief executive down to the first line supervisor, in this case, management is regarded to as box, that is those who direct the work of others and their own through their own offers and efforts of others thus, product planning and management, comprises all the activities that enables a company to determine what it will market of product so as to satisfy customers wants and need respectively.

This involves the process of effectively planning and regulating the operations of that part of enterprises which is responsible of that part of enterprises which is responsible for the actual transformation of materials into finished products. This includes all the activities required. In storage and distribution of the company’s goods.

This addresses the questions of.

a.         Which type of channels a seller should select for his product.

b.         Which particular middlemen include in each channel type and.

c.         How to management distribution n system for effective performance. The company or firm should know the degree of channel control desired, by controlling the channel, the producer attempts to ensure that this product will receive the necessary sales push as well as any other essential elements needed to present the product properly and satisfy and customers.

The company of firm should make necessary effort to control the quality of the product.

Product quality-        the quality level to be built into the product is a conscious decision to be made by the manufacture. A higher quality product normally is more costly to product than a lower quality one and so commands a higher price on the market. The quality level decision therefore should be related to the price range that will be attractive to the mainstreams of potential buyers, quality is multifaceted. It relates to, or depends on. Such factors as the quality of raw materials used the production process

 Itself, quality controls during production packaging or dressing of the product, price of the product, the environment in which the product is displayed for buys, the durability of the product is used and the buyers, expectation and appreciation in general, product quality tends to be high to the extent that any of the above factors is good or high as the case may be.

The quality produced has be in line with demand at a particular point in time so as to fight against out of stock and over stock.

The company has to be watchful at any point in time so as to know what type of product to be produced, when to produce. How to produce, whom to produce for the (target market) and cloy such a product is required.

According to Charles a Scheve and Reuben M Smith. The basic goal of product management is to ensure that a product matches the wants and needs of consumers in its market. Then many markets make the mistake of thinking that consumers feel and act as they do and  share their wants” invalid assumptions on the part of marketers. Results to marketing failures previously, about one hundred years ago, there were few producers. The sellers oriented type of market was prevailing consumers out weighted the number of producers and little or no regards was paid to consumers welfares. Production concept of marketing philosophy was prevalent. What ever was produced had to be consumed. This goes to mean that the total produce concept is the entire set of benefits the products provides to the consumers. No attention was paid to product packaging, branding product quality and other important physical attributes of a product.

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