ABSTRACT
The marketing
environment is rapidly changing and marketing operation to have assumed a new
dimension completion is common and customers needs and desire are becoming
highly sophisticated. Hence the need for good purchasing strategies so as to
survive. A critical review to related literature was made. Quantitative
research design was used in which cross-sectional survey method was adopted
while the data collection instrument was questionnaire. The information
collected was analyzed using sample percentage and the hypothesis was tested
with the use of chi-square. The result of the study showed that the failure in
the marketing industry was as a result of companies not meeting the needs of
customers. Companies in Nigeria are sold to be as competitive as the counterpart
abroad, but the environments do not abhor the survival and growth of companies.
Finally, it is recommended that companies should not only be market driven but
should also endeavour to research into the need of customers, to make their
services relevant and create the necessary awareness for their services.
