VERONICA N.Ndubuisi (Ph.D)
Department of Marketing, University of Maiduguri, Maiduguri Nigeria
veronicawaltern@gmail.com; 08100986028
UMMA Mani (Associate Professor)
Department of Marketing, University of Maiduguri, Maiduguri Nigeria
Abstract
Diversity and limited nature of marketing outlets have given room to multiplicity of middlemen,
institutions and local markets with high cost per unit of marketing. The long-run syndrome problem
creates mass markets of the farmers which is a formidable task. On the line, this formidable task cannot
be achieved without marketing increasing the productivity and purchasing power of the farmers. This
implies that marketing is better than the traditional trader approach. It therefore, solicits for creation of a
system linking economic resources and capacities that are present in the economy for efficient production
that satisfies needs and wants of individuals and stimulates economic development and growth. By
integrating the markets, the system opens the way for setting up of standards, specifications and qualities
of products on the producers. It remunerates the efficient and penalizes the offender. The marketing
system is not only important in domestic markets, it assumes greater role in international markets.
Keywords: importance of marketing, market context system development approach, marketing planning,
under development of marketing