Audience Perception of Facebook as a Marketing Medium
Table of Content on Audience Perception of Facebook as a Marketing Medium
Chapter 1
Introduction
Introduction
Background of the Study
Statements of Problems
Objectives of the Study
Research Question
Study of the Hypothesis
Significance of the Study
Justification of the Study
Scope of the Study
Definition of Terms
Chapter 2
Literature Review
Introduction
Conceptual Clarification
Theoretical Framework
Literatures on the Subject Matter
Chapter 3
Research Methodology
Area of Study
Source of Data
Sampling Techniques
Method Data Collection
Method of Data Analysis
Reliability of Instrument
Validity of Instrument
Limitations of the Study
Chapter 4
Data Analysis
Introduction
Finding of the Study
Discussion of the Study
Summary
Chapter 5
Summary, Conclusion and Recommendation
Summary of Findings
Conclusion
Recommendations
Proposal for Further Studies
Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” The term developed from the original meaning which referred literally to going to market with goods for sale. From a sales process engineering perspective, marketing is “a set of processes that are interconnected and interdependent with other functions” of a business aimed at achieving customer interest and satisfaction.
Philip Kotler defines marketing as :-marketing is about Satisfying needs and wants through an exchange process.
The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” A similar concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing can be defined as “the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.