Customer Analysis within Balanced Scorecard (Published)
The paper considers theoretical aspects of the applied strategic customer analysis based on the on the balanced scorecard customer element developed by the author to be applied in the research process of the strategic organization distribution activity aspects and its sales management. The methodology of the research is the Balanced Scorecard concept (BSC) as well as the author’s applied strategic analysis concept. The applied strategic customer analysis is assumed to encompass comparative assessment, variances diagnostics and indicators forecast of the BSC customer element within the strategic customer goals. The author draws a conclusion that the applied strategic customer analysis is a new and sufficiently effective instrument to research strategic aspects of the organization distribution activity and to form an analytical support of the strategic sales management in the present-day environment.
Social Marketing Communications for Check-Mating Sales of Fake and Adulterated Drugs in Nigeria (Published)
Authorities and specialists in marketing and product management have submitted variously on the theme of the study, Product Life Cycle (PLC). This, the researcher builds on so as to add to the body of knowledge by investigating problems such as low sales, consumer dissonance, early product withdrawal, and others, which all culminate into financial losses for organizations within the capital goods manufacturing/assemblage and sales segment of the Nigerian manufacturing industry. The study provides up to date information on the life cycle trends of capital goods, which will help in their manufacturing and stock holding decisions. Also, a construct depicting the relationship between Sales and PLC with reference to capital goods was developed. The data for this study was collected from both primary (four companies) and secondary sources. Questionnaire was adopted as a data collection instrument. The data was analysed using both descriptive and inferential statistics. Amongst other recommendations, the study recommended that Management of Product Life cycle should be taken into consideration in new product design and prototyping. This is essentially due to the influence of frequent foreign innovations that constantly render recent products obsolete.