2.2.1 Gap Theory
This function examined that the roles of marketing can only be effective and justifiable if and only if they contribute to the value of the product or service in the exchange process. There is the general view that production creates form utility for the product. But production is incomplete until the goods get to the final consumers. It then behooves on marketing to ensure this, else all cost incurred in the production of such good becomes economic waste (Boniface, Onwumere, Njoku and Obasi, 2008).
It is noteworthy that in the producer-buyer –consumer relationship, there exist a gap of space, time, possession, information among others. The marketing functions become the “conditio-sine qua non” for bridging these gaps. This is gap theory. The economic activities of these gaps involve marketing cost. And a marketing cost is justifiable, if and only if it contributes to customer satisfaction and profitability. Therefore, the value added by marketing in the gap theory perspective is justifiable because of the following additional three utilities created in the exchange process (Nwokoye, 2004).
  1. Time Utility: The storage of products after production until the time they are needed by the market or consumer.
  2. Place Utility: The distribution of the product from the point of production or abundance to the point of purchase and (consumption) or scarcity or market.
  3. Possession Utility: This represents the transfer of title and ownership of the product including provision of information for convenience in purchase, usage and, or consumption.
    1. The Hidden Message Theory: The idea that advertisements mislead and unconsciously manipulate the viewer was advanced by sociologist Vance Packard in his 1957 best-seller, The Hidden Persuaders. Packard argued that advertising is dangerous because it uses psychology to create emotionally-loaded hidden messages. Because the message is hidden, the viewer’s critical resistance is evaded and minimized.
    The Cornflakes ad advertisement, for example suggests this product promotes not just good physical health, but also good mental health. It is a classic instance of “a doctor uses this product, it must be healthy” approach. It also demonstrates how psycho-analysis has entered the mainstream and become something of a joke. The joke is that we are all split personalities, wavering between lazy hedonism and disciplined self-improvement. Happily, cornflakes serve both interests: they are a candy-like treat and they are also a form of breakfast.
    1. Empirical Framework
    Some researchers have carried out research works on marketing strategy in relation to marketing performance. Some of them are discussed herein.
    From the work conducted by Offman (2008), it was concluded that the adoption of marketing strategies positively influence the consumer product purchase. In carrying the research, primary data were collected and tested with correlation models.
    Also Solo(2007)) conducted a research on the effect of advertising on the patronage of selected consumers in the remote areas of Enugu State, 147 respondents were adopted for the study. It was concluded that advertising makes it easier for a product quality to be compared to other similar product.
    Au and Henderson (2006) conducted a research on the effect distribution strategy on the marketing efficiency of consumer goods in China. Then 133 respondents were adopted for the study. It was concluded that there is significant correlation between sales turnover and the amount of money a firm expends on physical distribution activities.