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).