This study investigated the effectiveness of strategic marketing activities of manufacturing companies in Nigeria. The main objective was to determine whether customers are satisfied dissatisfied with the effectiveness of the strategies adopted by the manufacturing companies in serving them. As part of the methodology, a questionnaire survey method (QSM) and focus group discussion (FGD) were conducted. Ninety six (96) marketing intermediaries responded to the questionnaires while, seventy five (75) customers in different locations across the six geo-political zones of the country participated in the focus group discussion. The data was analyzed using Chi-square and Descriptive Statistics to assess the satisfaction-rating in line with the objectives of the study. The result revealed that even though there are some complaints of incessant price hikes of some industrial and domestic products such as cement, fuel and kerosene, customers are satisfied with the effectiveness of strategic marketing activities of manufacturing companies in Nigeria as their products reach the right customers, at the right time, at the right price and at the right place using the most effective promotional tool in a profitable manner. The study recommended the need for manufacturing companies in Nigeria to pay adequate attention to their strategic marketing activities by ensuring effective implementation of sound marketing policies and strategies which will result in customer satisfaction and attainment of organizational goals more effectively and efficiently.
Strategic Marketing, Manufacturing Companies, Effectiveness, Satisfaction
