Paper Contents
Abstract
The study examines the impacts of marketing concept on achieving organizational goals of gaining advantage over competitors in Federal Capital Territory, Abuja, Nigeria. Two specific purposes and research questions guided the study. The population for the study was 200 which was drawn across various zones in the FCT-Abuja. Due to the manageable size of the population, no sampling technique was adopted. The instrument for data collection was a structured 13-item statement questionnaire titled: Impacts of Marketing and Societal Concepts on Achieving Organizational Goals of Target Market Questionnaire (IMSCAOGTMQ), which was validated by three experts which two were from Business Education Department, and one from measurement and evaluation unit. University of Nigeria, Enugu State. The research questions were analyzed using mean and standard deviation. The findings of the study indicates that, marketing concept increases organizations ability to compete favourably and gain advantage over competitors. Study also revealed that, with the skills and knowledge of societal concept organization gains advantage over competitors in promoting what is good for people over what people may want. Based on the findings, the study recommended among others that, for the purpose of more effectiveness of organization to compete favourably with other competitors, managers should seriously utilize marketing concept. This will lead the company to the greater height in terms of having advantage over competitors.Key words: Impacts, Marketing concept, Societal concept, Organizational goals, Target market.
Copyright
Copyright © 2023 Solomon, Uchenna Agbo. This is an open access article distributed under the Creative Commons Attribution License.
