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An Assessment of Strategic Marketing Planning and Sustainable Corporate Performance of Insurance Organization in Nigeria

机译：尼日利亚保险组织的战略营销规划与可持续企业绩效评估

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摘要

The study assessed strategic marketing planning and sustainable corporate performance of Insurance organizations. The study adopted cross-sectional survey design with 1,000 questionnaires administered using systematic random sampling, only 765 were returned which was used for the analysis. Data collected was analyzed using multiple regression analysis, stepwise multiple regression analysis, student T-test, analysis of variance (ANOVA) and F-test.The findings revealed that environment scanning co-efficient of 0.168, p<.000 and objective setting co-efficient of 0.187, p<.000 were significantly determinant of sustainable corporate performance. It was equally revealed that out of all the predictors, environment scanning with (β=.187, p<.000) was the most determinants of sustainable corporate performance followed by objective setting while the others exert no significant.The study recommends that management should focus on effective strategic marketing planning strategies that bridge the existing gap through effective environment scanning, objective setting and other areas where many organizations are not focusing at moment as a result of various limitations, can be utilized to meet their marketing Objective set. More importantly this study recommends a keen environmental scanning evaluation of opportunities and threads that lies in the environment in order to maximize them for sustainable corporate performance effectiveness.
机译：该研究评估了战略营销规划和保险组织的可持续企业绩效。该研究采用了使用系统随机抽样给药的1,000次调查表的横截面调查设计，仅返回765个用于分析。使用多元回归分析进行分析收集的数据，逐步多元回归分析，学生T检验，方差分析和F-Test。结果表明，环境扫描共同效率为0.168，P <.000和客观设置有限公司 - 0.187，P <.000的可持续企业绩效显着决定性。它同样透露，除了所有预测因子中，环境扫描（β= .187，p <.000）是可持续企业表现的最多决定因素，随后是客观的环境，而其他人没有显着。研究建议管理层应该专注于通过有效的环境扫描，客观环境和其他许多组织在各种限制的情况下专注的地区来弥合现有差距的有效战略营销策略，可以利用各种限制，以满足其营销目标集。更重要的是，本研究建议对环境中的机会和线程进行敏锐的环境扫描评估，以便最大限度地提高可持续企业绩效效率。

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