2.1.1 The Concept of Marketing Strategies.
Marketing is all about finding new and better ways of satisfying
consumer needs and wants. Boniface, Onwumere, Njoku and Obasi (2007) and
Kotler (2000) define marketing as a set of activities designed to
discover new ways of satisfyiaq111bqc c àng want and carrying out innovations on the
best ways to meet such wants to the satisfaction of the consumers and
purchasers (Anyanwu, 2003).
However, marketing strategy is the broad of principles and plan of
action by which business enterprise expects to achieve its marketing
objectives in a targeted market (Kotler, 2000).
Marketing strategy depicts the overall company program for selecting a
particular market segment and then satisfying it’s consumer through
careful use of elements of the marketing mix-product, price, place
(distribution) and promotion(Berger, 2006).