路海洋翻译外文1Word下载.docx

路海洋翻译外文1Word下载.docx

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FacultyofBusinessandSocialSciences,UniversityofIlorin

P.M.B.1515,Ilorin,KwaraState,Nigeria

Bamiduro,JosephAdefemi

Abstract

Marketingmixpracticeisincreasinglybeenadoptedinvirtuallyallthesectorsoftheeconomy.Marketingmixpracticehasbeenamajordeterminantofanyorganization’sshortrunandlongrunsuccessanddifferentialadvantageinanymarketingenvironment.Theneedformarketingpracticebyentrepreneurcannotbeoveremphasized.MarketingmixpracticeisparticularlyimportantinentrepreneurialbusinessinNigeriatodaybecauseofthevolatility,highlycompetitiveandtheturbulentnatureoftheNigerianmarketingenvironment.

Therefore,thepaperattemptstousemarketingmixvariablesasameansofenhancingentrepreneurialbusinessperformance.Itsuggestedthatadoptionofmarketingmixbyentrepreneurwillenablethemtohavecompetitiveadvantageandwillserveasapanaceatotheproblemsencounteredinthemarketingoftheirentrepreneurialbusiness.

Keywords:

Marketing,Marketingmix,Entrepreneurial,BusinessandPerformance

1.Introduction

Theevolutionofdifferentmarketingpracticeswithdifferentproducesandincreasedrateofcompetitionbringsabouttheneedtodevelopmarketingapproach,whichwillserveasaplatformfordevelopmentandsurvivaloftheentrepreneurialbusinessinboththeshortandlongrun.ThestakeholdersinentrepreneurialbusinessmustplaneffectivelyandefficientlytoensurethesteadygrowthoftheirbusinessinthefaceofthedepressionbeingfacedindevelopingcountriessuchasNigeria.Marketingaffectsthesuccessofentrepreneurialventures,andentrepreneurialapproachesaffectthesuccessofmarketingefforts,itwouldseemvitalformarketerstounderstandentrepreneurship.Viewsofmarketingasadynamic,sociallyembeddedprocesscanbelinkedwithcomplexitytheory.Ofthe12mainschoolsofmarketingthought（Shethetal.,1988）,thetwomostinfluentialarethemanagerialandtheexchangeschools.Incombination,theymakeupacommondefinitionofmarketingmanagement"

theprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofgoods,ideasandservicestocreateexchangesthatsatisfyindividualandorganizationalgoals"

（Kotler,2000）.Thisdefinitioncouldrestrictattentiontoexchangesas"

one-off"

transactionsthatdonotinfluenceother,latertransactions.However,anexchangecanbeembeddedinaseriesofexchangeswithinanongoingrelationshipovertime.Thisviewofmarketingemphasisesthe"

socialembbeddedness"

ofthepartiesinvolvedinexchanges（Brownlieetal.,1999;

Granovetter,1985）andrecognisesthatmarketingisaboutinterrelatedtransactionsratherthanaone-offtransaction.Thatis,"

theeffectivemarketingofapostmoderneraistonotacceptandexploitconsumersintheircontemporaryindividualisations...Ratherthefutureofmarketingisinofferingarenewedsenseofcommunity"

（Brownlieetal.,1999,p.62）.Thissenseofcommunitymeansthatmarketsconsistof"

sticky"

dynamicinteractionsamongtheindividualpartsofasystem,thatis,transactionsarecontingentononeanother,withearlierexchangeshavingatendencytoinfluencelaterones.

Theinterfacebetweenmarketingandentrepreneurshiphasreceivedconsiderableattentioninrecentyears（Gardner1991,Hills1991）.Ithasbeenthesubjectofnumeroussymposia,researchtracksandspecialsessionsatinternationalconferences,publishedarticlesandspecialissuesofmajorjournals.Further,theAmericanMarketingAssociationhasestablishedanofficialinterestgroupdevotedtoexploringtheinterface,whilethepublicationofajournalwhosesoleeditorialfocusismarketingandentrepreneurshiphasbeenannounced.

Marketingisuniquelyequippedandindeedshouldfeeluniquelyresponsibleforanalyzingenvironmentalevolutionandtranslatingitsobservationsintorecommendationsfortheredesignofthecorporateresourcebaseanditsproduct-marketportfolio"

.Inthisview,marketingisaboundaryfunctioninorganizations,andmustbebothopportunity-drivenandflexibleinordertoaddressturbulenceintheexternalenvironment（Murray1981）.Theobjectiveofthispaperistoexplorethemarketingmixpracticeasadeterminantofentrepreneurshipbusinessperformance.

2.LiteratureReview

ThemarketingpracticehasawayoflifemustbesuitableandpracticableandaddressingtheneedoftheentrepreneurialbusinessnowandinthenearestfutureinNigeria.Thisstrategyfollowsapatternastheownerofentrepreneurialbusinessdeemsitfit.Hence,theentrepreneurialbusinessownersaresaddledwiththeresponsibilityofseeingtheirplanworkingeffectively.Obviouslyithasbeenobservedthatmostentrepreneurialbusinessownersdonotoperatewithanymarketingpractices,thosefewonesthathaveknowledgeaboutmarketingpracticedonotfollowthemproperlyandforanyentrepreneurialbusinesstobesuccessfulthereisneedtohavegoodmarketingpractice.

Theroleofmarketingintheentrepreneurialprocessingeneralhasbecomepartoftheresearchagendainvestigatingcommonaltiesbetweenmarketingandentrepreneurship（HillandLaforge,1992;

Carsonetal.,1995）.However,bothstrandsoftheliteraturehavelimitationsandweaknessesinexplaininghowmarketingispracticedentrepreneurs.Theprocessoflearninginthemarketandhowmarketingstrategiesareformulatedandconceivedbyarenotunderstoodinmostoftheliteratureexamined.Theterm"

entrepreneurship"

hasresistedprecisedefinitionforover200yearsHerbertandLink（1988）.Thetraditionalemphasiswasontheeffortsofanindividualwhogoesagainsttheoddsintranslatingavisionintoasuccessfulbusinessenterprise（Collins,andMoore,1964）.Morerecently,however,entrepreneurshiphasbeenconceptualizedasaprocesswhichcanoccurinorganizationsofallsizesandtypesandwhichisdistinctfrom,butdependenton,specificindividuals（Kao,1989）.Theyservedassystemforattainmentofnationalobjectiveintermsofemploymentgenerationatlowinvestmentcostandalsothedevelopmentofentrepreneurialcapabilitiesandindigenoustechnology.Italsoreducetheflowofpeoplefromruralareatourbanarea,henceforth,itcanbeeasilyestablishedbytherelativelylessskilledlabourforceofadevelopingcountry（Aremu,2011）.

Approachedinthismanner,entrepreneurshipcanbedefinedastheprocessofcreatingvaluebybringingtogetherauniquepackageofresourcestoexploitanopportunity（Stevenson,RobertsandGrousbeck1989）.Thisprocessrequiresbothanentrepreneurialeventandanentrepreneurialagent.Theeventreferstotheconceptualizationandimplementationofanewventure.Theagentisanindividualorgroupthatassumespersonalresponsibilityforbringingtheeventtofruition.

Theentrepreneurialprocesshasattitudinalandbehaviouralcomponents（Bird1988）.Attitudinally,itreferstothewillingnessofanindividualororganizationtoembracenewopportunitiesandtakeresponsibilityforeffectingcreativechange（MillerandFriesen1983）.Thiswillingnessissometimesreferredtoasan"

entrepreneurialorientation"

.Behaviourally,itincludesthesetofactivitiesrequiredtoevaluateanopportunity,defineabusinessconcept,assessandacquirethenecessaryresourcesandthentooperateandharvestaventureStevenson,RobertsandGrousbeck（1989）.

3.EntrepreneurandMarketing

Marketingpracticeisalsoaprocessofdevelopingandmaintainingastrategicmarketingplanbetweentheorganizationalgoalsandcapacitiesandchangingmarketingopportunities,itreliesondevelopingclearentrepreneurbusinessenterprisesobjectivesinordertoincreasethelevelofproductivity（Aremu2006）.Thereisnoconsensusastohowmarketingknowledgeshouldbedefinedandmeasured.Ithasbeenconceptualizedas"

marketinformation"

whichneedstobeprocessedthroughknowledgeacquisition,informationdistribution,informationinterpretationandorganizationalmemory（Huber,1991;

MoormanandMiner,1997,）.Attemptingtofocusmorecloselyonmarketingactivities,somemarketingscholarshaveapproachedmarketingknowledgeas"

marketorientation"

（JaworskiandKohli,1993;

SlaterandNarver,1995;

Sinkulaetal.,1997）;

howeverthatalsodepictsthegenerationanddisseminationofmarketinformation.LiandCalantone（1998）operationalized"

marketknowledgecompetence"

whichencompassedcustomerknowledgeprocess,marketing-R&

Dinterfaceandcompetitorknowledge.Theseapproachesfocushoweverontheprocessesofgeneratingandusingmarketinformation:

aconstructthatcantaphowmuchisknowninmarketing（nothowmuchisdone）isstillneeded.

Thus,webeginbyspecifyingwhatmarketingmeansbyturningtoSrivastavaetal.（1999）andwhatknowledgemeansbyturningtoBohn（1994）.

Srivastavaetal.（1999）proposedaframeworkthatredefinesmarketingasaphenomenonembeddedinthreecoremarketingprocesses:

productdevelopmentmanagement（PDM）,supplychainmanagement（SCM）andcustomerrelationshipmanagement（CRM）.Theseprocessescreatecustomervaluethrough,respectively,thedevelopmentofnewcustomersolutions,theenhancementofinputacquisitionandoutputtransformation,andthecreationofrelationshipswithmarketentities.Thethreeprocessesthusencompassthefundamentalmarketingtasksthatarecriticaltoattractingandretainingcustomers（whicharethecoreobjectivesofmarketinginmostbusinessorganizations）.Thus,marke