路海洋翻译外文1.doc

Marketing Mix Practice as a Determinant of Entrepreneurial Business Performance Aremu, Mukaila Ayanda Department of Business Administration Faculty of Business and Social Sciences, University of Ilorin P. M. B. 1515, Ilorin, Kwara State, Nigeria Bamiduro, Joseph Adefemi Department of Business Administration Faculty of Business and Social Sciences, University of Ilorin P. M. B. 1515, Ilorin, Kwara State, Nigeria Abstract Marketing mix practice is increasingly been adopted in virtually all the sectors of the economy. Marketing mix practice has been a major determinant of any organization’s short run and long run success and differential advantage in any marketing environment. The need for marketing practice by entrepreneur cannot be over emphasized. Marketing mix practice is particularly important in entrepreneurial business in Nigeria today because of the volatility, highly competitive and the turbulent nature of the Nigerian marketing environment. Therefore, the paper attempts to use marketing mix variables as a means of enhancing entrepreneurial business performance. It suggested that adoption of marketing mix by entrepreneur will enable them to have competitive advantage and will serve as a panacea to the problems encountered in the marketing of their entrepreneurial business. Keywords: Marketing, Marketing mix, Entrepreneurial, Business and Performance 1. Introduction The evolution of different marketing practices with different produces and increased rate of competition brings about the need to develop marketing approach, which will serve as a platform for development and survival of the entrepreneurial business in both the short and long run. The stakeholders in entrepreneurial business must plan effectively and efficiently to ensure the steady growth of their business in the face of the depression being faced in developing countries such as Nigeria. Marketing affects the success of entrepreneurial ventures, and entrepreneurial approaches affect the success of