STRATEGIC INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS

The author of this journal are Adebisi Sunday. A (Ph.D) from Department of Business Administration, Faculty of Management sciences University of Ado Ekiti, P.M.B 5363, Ekiti State Nigeria and Babatunde Bayode .O from Department of Business Administration, College of Management and Social Sciences, Osun State University, P.M.B 2008, Okuku, Osun State, Nigeria.The objective of this journal is to study strategic influence of promotional mix on organisation sale turnover in manufacturing organisation. Promotional mix has many definitions such as the means use in bringing consumers from a state of relative unknowingness to a state of actively choosing the product, the total marketing communication programme of specific product and any marketing endeavour whose function is to inform or convinces actual or potential consumers about the merit a product possess for the purpose of influencing a consumer to either start buying or continue to purchases the firms product. Elements of promotional mix are advertising, personal selling, sales promotion, publicity and public relation. There are several stages of customers behaviors , first stage is unawareness of product, second stage is awareness of product, third stage is interest in product , fourth stage is desire for product , fifth stage is certainty about value of product and sixth stage is buy of product. Advertising is the process communication for marketing and used to encourage, persuade, or manipulate a customers about a product to the markets through the press, commercial television, direct mail, commercial radio and outdoor. The objective of advertising are to bring up new product or service, to dilate the market to the new customers, to announce the transformation of the product and the price change, to present a new packaging, to excite the sales promotion , to educate the buyers, to maintain sales as well as to challenge competition in the market. Personal selling is where businesses use people as seller to sell the product after meeting face-to-face with the customer and its also the most expensive form of promotion. Sales promotions can be indirect advertisement to the customer, sales staff, or distribution channel members such as retailers and its designed increase the sales by use of incentives. Publicity is a news of company or its good or services reported in the press and its a costless

most of the time. Public relation means the communication of organization with their environment. There are two strategy of promotional mix which are push strategy and pull strategy. The organization can use this strategy concurrently. They also can accomplish their marketing objective by developing an optimal promotion mix. There are several steps to develop optimal promotional mix. The first step is the marketing manager should identify their audience which are the actual and potential buyers of their product. The second step is the determine what the audience need such as the audiences basic need and relevant need. The third step is the clear promotional objectives also should determined by manager and the last step is the marketers should choose the best promotional mix that can use to accomplish their objective. The effectiveness of the promotional mix can be measured by several ways such as direct sales result, indirect evaluation, return method and direct response method. There are several methodology of this research such as population of study, sampling procedure, data collection instruments and regression method of analysis. They received two hypothesis from the result of regression method analysis. The first hypothesis is the sales turnover can be affected by strategic promotional mix. The second hypothesis is the market share and growth could or could not influenced by promotional mix. That means market share and growth are depends on the effectiveness of organizations promotional mix. From this hypothesis, the finding reveal the sale can be improved and the good image of an organization can be increased by significant promotional mix. The finding also reveal that appropriate application of promotional mix can also enhance the market share and boost the organization growth in the face of strong competitions. The conclusion, all organization should have the effective and efficient optimal promotional mix to ensure the organizations objective can be accomplish as well as to boost the sales and profit of their organizations. There are several recommendations are provided such as the management should choose the appropriate promotional mix, the periodic measurement of their impact also should identified by marketers, organization also should increase their funding, marketer must not depend on promotional mix only and also should understand and identify other factor of marketing mix.

Methodological reasons for the theory/practice divide in market segmentation.

The author of this journal is Sara Dolnicar, University of Wollongong, Australia* Katie Lazarevski, University of Wollongong, Australia. The objectives of this study is to focus of academic studies on statistical techniques, and managers lack of understanding of fundamental segmentation basics. They extend their work by detailing key methodological aspects likely to cause difficulties in translating segmentation findings into managerially useful information and empirically investigating specific research questions. The problem at managerial and organizational level as well as at their strategy and conceptual in nature can seriously affect the function of market segmentation. There are two failure form in the implementation process of market segmentation which are engineering failure and mechanical flaws. The mechanical flaws were examined in this study and this study given the understanding about why the theory or practice divide occur in market segmentation. There are several erroneous conception can lead to misunderstanding of segmentation , especially overvaluation of validity. The managerial effective segmentation solution are centralized by quality of data. The high quality of data can be achieved if the questions asked have strong theoretical base, data must not tainted by respondent lassitude and response styles, current dan and can convey the current market situation and uncritical data. The factor-cluster segmentation are the one of the approach to solve the obstacle of having too many variables in segmentation base. The structured data can determine the correct optimal number of cluster and unstructured data failed to to determine the correct optimal number of cluster in market segmentation.