Adhitz

Wednesday, 10 February 2016

HOW SOCIAL MOVEMENT INFLUENCE DEVELOPMENTS



Until recently, the study of development process until recently has centered largely on the triangle of states-markets-international institutions. For the last decade, mainstream development discourse has adopted the notion of 'civil society' as simultaneously the site of 'citizens' collective action' as well as a set of actors to be incorporated in the planning, implementation and evaluation of development projects. This notion of 'civil society' has tended to focus exclusively on NGOs. 
Social movements are a type of group action. They are large, sometimes informal, groupings of individuals or organizations which focus on specific political or social issues. In other words, they carry out, resist, or undo a social change.
Modern Western social movements became possible through education (the wider dissemination of literature) and increased mobility of labor due to the industrialization and urbanization of 19th century societies.  It is sometimes argued that the freedom of expression, education and relative economic independence prevalent in the modern Western culture are responsible for the unprecedented number and scope of various contemporary social movements. However, others point out that many of the social movements of the last hundred years grew up, like the Mau Mau in Kenya, to oppose Western colonialism. Either way, social movements have been and continued to be closely connected with democratic political systems. Occasionally, social movements have been involved in democratizing nations, but more often they have flourished after democratization. Over the past 200 years, they have become part of a popular and global expression of dissent.
Social Development theory attempts to explain qualitative changes in the structure and framework of society, which help the society to better realize its aims and objectives. Development can be defined in a manner applicable to all societies at all historical periods as an upward ascending movement featuring greater levels of energy, efficiency, quality, productivity, complexity, comprehension, creativity, mastery, enjoyment and accomplishment. Development is a process of social change, not merely a set of policies and programs instituted for some specific results. During the last five centuries this process has picked up in speed and intensity, and during the last five decades has witnessed a marked surge in acceleration.
PROCESS OF EMERGENCE OF NEW ACTIVITIES IN SOCIETY
Unconscious vs. conscious development
Human development normally proceeds from experience to comprehension. As society develops over centuries, it accumulates the experience of countless pioneers. The essence of that experience becomes the formula for accomplishment and success. The fact that experience precedes knowledge can be taken to mean that development is an unconscious process that gets carried out first, while knowledge becomes conscious later on only. Unconscious refers to activities that people carry out without knowing what the end results will be, or where their actions will lead. They carry out the acts without knowing the conditions required for success.
The basic mechanism driving social change is increasing awareness leading to better organization. When society senses new and better opportunities for progress it develops new forms of organization to exploit these new openings successfully. The new forms of organization are better able to harness the available social energies and skills and resources to use the opportunities to get the intended results.
Development is governed by many factors that influence the results of developmental efforts. There must be a motive that drives the social change and essential preconditions for that change to occur. The motive must be powerful enough to overcome obstructions that impede that change from occurring. Development also requires resources such as capital, technology, and supporting infrastructure.
Cultural transmission by the family
Families play a major role in the propagation of new activities once they win the support of the society. A family is a miniature version of the larger society—acceptance by the larger entity is reflected in the smaller entity. The family educates the younger generation and transmits social values like self-restraint, responsibility, skills, and occupational training. Though children do not follow their parents' footsteps as much as they once did, parents still mold their children's attitudes and thoughts regarding careers and future occupations. When families propagate a new activity, it signals that the new activity has become an integral part of the society.
Three stages of development
Society's developmental journey is marked by three stages: physical, vital, and mental. These are not clear-cut stages, but overlap. All three are present in any society at time. One of them is predominant while the other two play subordinate roles. The term 'vital' denotes the emotional and nervous energies that empower society's drive towards accomplishment and express most directly in the interactions between human beings. Before the full development of mind, it is these vital energies that predominate in human personality and gradually yield the ground as the mental element becomes stronger. The speed and circumstances of social transition from one stage to another varies.
Physical stage
The physical stage is characterized by the domination of the physical element of the human personality.  During this phase, society is preoccupied with bare survival and subsistence. People follow tradition strictly and there is little innovation and change. Land is the main asset and productive resource during the physical stage and wealth is measured by the size of land holdings. This is the and  phase of society. Inherited wealth and position rule the roost and there is very little upward mobility. Feudal lords and military chiefs function as the leaders of the society. Commerce and money play a relatively minor role. As innovative thinking and experimental approaches are discouraged, people follow tradition unwaveringly and show little inclination to think outside of established guidelines. Occupational skills are passed down from parent to child by a long process of apprenticeship.
Vital stage
The vital stage of society is infused with dynamism and change. The vital activities of society expand markedly. Society becomes curious, innovative and adventurous. During the vital stage emphasis shifts from interactions with the physical environment to social interactions between people. Trade supplants agriculture as the principal source of wealth.
The dawning of this phase in Europe led to exploratory voyages across the seas leading to the discovery of new lands and an expansion of sea trade. Equally important, society at this time began to more effectively harness the power of money. Commerce took over from agriculture, and money replaced land as the most productive resource. The center of life shifted from the countryside to the towns where opportunities for trade and business were in greater abundance.
Mental stage
This stage has three essential characteristics: practical, social, and political application of mind. The practical application of mind generates many inventions. The social application of mind leads to new and more effective types of social organization. The political application leads to changes in the political systems that empower the populace to exercise political and human rights in a free and democratic manner. These changes began in the Renaissance and Enlightenment, and gained momentum in the Reformation, which proclaimed the right of individuals to relate directly to God without the mediation of priests. The political application of mind led to the American and French Revolutions, which produced writing that first recognized the rights of the common man and gradually led to the actual enjoyment of these rights.
Framing perspective
Reflecting the cultural turn in the social sciences and humanities more broadly, recent strains of social movement theory and research add to the largely structural concerns seen in the resource mobilization and political process theories by emphasizing the cultural and psychological aspects of social movement processes, such as collectively shared interpretations and beliefs, ideologies, values and other meanings about the world. In doing so, this general cultural approach also attempts to address the free-rider problem. One particularly successful take on some such cultural dimensions is manifested in the framing perspective on social movements.
While both resource mobilization theory and political process theory include, or at least accept, the idea that certain shared understandings of, for example, perceived unjust societal conditions must exist for mobilization to occur at all, and this is not explicitly problematized within those approaches. The framing perspective has brought such shared understandings to the forefront of the attempt to understand movement creation and existence by, e.g., arguing that, in order for social movements to successfully mobilize individuals, they must develop an injustice frame. An injustice frame is a collection of ideas and symbols that illustrate both how significant the problem is as well as what the movement can do to alleviate it.

TYPES OF SOCIAL MOVEMENT
Sociologists distinguish between several types of social movement:
        Reform movement - movements advocating changing some norms or laws. Examples of such a movement would include a trade union with a goal of increasing workers rights, a green movement advocating a set of ecological laws, or a movement supporting introduction of a capital punishment or the right to abortion. Some reform movements may aim for a change in custom and moral norms, such as condemnation of pornography or proliferation of some religion.
        Radical movement - movements dedicated to changing value systems in a fundamental way. Examples would include the American Civil Rights Movement which demanded full civil rights and equality under the law to all Americans, regardless of race; the Polish Solidarity (Solidarność) movement which demanded the transformation of a Stalinist political and economic system into a democracy; or the South African shack dwellers' movement Abahlali baseMjondolo which demands the full inclusion of shack dwellers into the life of cities.
        Innovation movement - movements which want to introduce or change particular norms, values, etc. The singularitarianism movement advocating deliberate action to effect and ensure the safety of the technological singularity is an example of an innovation movement.
        Conservative movement - movements which want to preserve existing norms, values, etc. For example, the anti-technology 19th century Luddites movement or the modern movement opposing the spread of the genetically modified food could be seen as conservative movements in that they aimed to fight specific technological changes  
        Group-focus movements - focused on affecting groups or society in general, for example, advocating the change of the political system. Some of these groups transform into or join a political party, but many remain outside the reformist party Political system.
        Individual-focused movements - focused on affecting individuals. Most religious movements would fall under this category.
        Peaceful movements - various movements which use nonviolent means of protest as part of a campaign of nonviolent resistance, also often called civil resistance. The American Civil Rights movement, Polish Solidarity movement or the nonviolent, civil disobedience-orientated wing of the Indian independence movement would fall into this category.[26]
        Violent movements - various movements which resort to violence; they are usually armed and in extreme cases can take a form of a paramilitary or terrorist organization. Examples: the Rote Armee Fraktion, Al-Qaida.
        Old movements - movements for change have existed for many centuries. Most of the oldest recognized movements, dating to late 18th and 19th centuries, fought for specific social groups, such as the working class, peasants, whites, aristocrats, Protestants, men. They were usually centered around some materialistic goals like improving the standard of living or, for example, the political autonomy of the working class.
        New movements - movements which became dominant from the second half of the 20th century - like the feminist movement, pro-choice movement, civil rights movement, environmental movement, free software movement, gay rights movement, peace movement, anti-nuclear movement, alter-globalization movement, etc. Sometimes they are known as new social movements. They are usually centered around issues that go beyond but are not separate from class.
        Global movements - social movements with global (transnational) objectives and goals. Movements such as the first (where Marx and Bakunin met), second, third and fourth internationals, the World Social Forum, the Peoples' Global Action and the anarchist movement seek to change society at a global level.
        Local movements - most of the social movements have a local scope.[27] They are focused on local or regional objectives, such as protecting a specific natural area, lobbying for the lowering of tolls in a certain motorway, or preserving a building about to be demolished for gentrification and turning it into a social center.
DYNAMICS OF SOCIAL MOVEMENT
Social movements are not eternal. They have a life cycle: they are created, they grow, they achieve successes or failures and eventually, they dissolve and cease to exist.
They are more likely to evolve in the time and place which is friendly to the social movements: hence their evident symbiosis with the 19th century proliferation of ideas like individual rights, freedom of speech and civil disobedience. Social movements occur in liberal and authoritarian societies but in different forms. However, there must always be polarizing differences between groups of people: in case of 'old movements', they were the poverty and wealth gaps. In case of the 'new movements', they are more likely to be the differences in customs, ethics and values. Finally, the birth of a social movement needs what sociologist Neil Smelser calls an initiating event: a particular, individual event that will begin a chain reaction of events in the given society leading to the creation of a social movement. For example, American Civil Rights movement grew on the reaction to black woman, Rosa Parks, riding in the whites-only section of the bus (although she was not acting alone or spontaneously—typically activist leaders lay the groundwork behind the scenes of interventions designed to spark a movement). The Polish Solidarity movement, which eventually toppled the communist regimes of Eastern Europe, developed after trade union activist Anna Walentynowicz was fired from work. The South African shack dwellers' movement Abahlali base Mjondolo grew out of a road blockade in response to the sudden selling off of a small piece of land promised for housing to a developer. Such an event is also described as a volcanic model – a social movement is often created after a large number of people realize that there are others sharing the same value and desire for a particular social change.
One of the main difficulties facing the emerging social movement is spreading the very knowledge that it exists. Second is overcoming the free rider problem – convincing people to join it, instead of following the mentality 'why should I trouble myself when others can do it and I can just reap the benefits after their hard work.
Many social movements are created around some charismatic leader, i.e. one possessing charismatic authority. After the social movement is created, there are two likely phases of recruitment. The first phase will gather the people deeply interested in the primary goal and ideal of the movement. The second phase, which will usually come after the given movement had some successes and is trendy; it would look good on a résumé. People who join in this second phase will likely be the first to leave when the movement suffers any setbacks and failures.
Eventually, the social crisis can be encouraged by outside elements, like opposition from government or other movements. However, many movements had survived a failure crisis, being revived by some hardcore activists even after several decades later.
SOCIAL MOVEMENT THEORIES
DEPRIVATION THEORY
Deprivation theory argues that social movements have their foundations among people who feel deprived of some good(s) or resource(s). According to this approach, individuals who are lacking some good, service, or comfort are more likely to organize a social movement to improve (or defend) their conditions.[29]
There are two significant problems with this theory. First, since most people feel deprived at one level or another almost all the time, the theory has a hard time explaining why the groups that form social movements do when other people are also deprived. Second, the reasoning behind this theory is circular – often the only evidence for deprivation is the social movement. If deprivation is claimed to be the cause but the only evidence for such is the movement, the reasoning is circular


MASS SOCIETY THEORY
Mass society theory argues that social movements are made up of individuals in large societies who feel insignificant or socially detached. Social movements, according to this theory, provide a sense of empowerment and belonging that the movement members would otherwise not have.[31]
Very little support has been found for this theory. Aho (1990), in his study of Idaho Christian Patriotism, did not find that members of that movement were more likely to have been socially detached. In fact, the key to joining the movement was having a friend or associate who was a member of the movement.
STRUCTURAL STRAIN THEORY
Social strain theory, also known as value-added theory, proposes six factors that encourage social movement development.
Structural conduciveness - people come to believe their society has problems.
Structural strain - people experience deprivation.
Growth and spread of a solution - a solution to the problems people are experiencing is proposed and spreads
Precipitating factors - discontent usually requires a catalyst (often a specific event) to turn it into a social movement
 Lack of social control - the entity that is to be changed must be at least somewhat open to the change; if the social movement is quickly and powerfully repressed, it may never materialize
Mobilization - this is the actual organizing and active component of the movement; people do what needs to be done
This theory is also subject to circular reasoning as it incorporates, at least in part, deprivation theory and relies upon it, and social/structural strain for the underlying motivation of social movement activism. However, social movement activism is, like in the case of deprivation theory, often the only indication that there was strain or deprivation.
Political process theory
Political process theory is similar to resource mobilization in many regards, but tends to emphasize a different component of social structure that is important for social movement development: political opportunities. Political process theory argues that there are three vital components for movement formation: insurgent consciousness, organizational strength, and political opportunities.
Insurgent consciousness refers back to the ideas of deprivation and grievances. The idea is that certain members of society feel like they are being mistreated or that somehow the system is unjust. The insurgent consciousness is the collective sense of injustice that movement members (or potential movement members) feel and serves as the motivation for movement organization.
Organizational strength falls inline with resource-mobilization theory, arguing that in order for a social movement to organize it must have strong leadership and sufficient resources.
Political opportunity refers to the receptivity or vulnerability of the existing political system to challenge. This vulnerability can be the result of any of the following (or a combination thereof):
  • growth of political pluralism
  • decline in effectiveness of repression
  • elite disunity; the leading factions are internally fragmented
  • a broadening of access to institutional participation in political processes
  • support of organized opposition by elites
One of the advantages of the political process theory is that it addresses the issue of timing or emergence of social movements. Some groups may have the insurgent consciousness and resources to mobilize, but because political opportunities are closed, they will not have any success. The theory, then, argues that all three of these components are important.
Critics of the political process theory and resource-mobilization theory point out that neither theory discusses movement culture to any great degree. This has presented culture theorists an opportunity to expound on the importance of culture.
One advance on the political process theory is the political mediation model, which outlines the way in which the political context facing movement actors intersects with the strategic choices that movements make. An additional strength of this model is that it can look at the outcomes of social movements not only in terms of success or failure but also in terms of consequences (whether intentional or unintentional, positive or negative) and in terms of collective benefits
REFERENCE
Buettner, R. and Buettner, K. (2016). A Systematic Literature Review of Twitter Research from a Socio-Political Revolution Perspective. 49th Annual Hawaii International Conference on System Sciences. Kauai, Hawaii: IEEE. doi:10.13140/RG.2.1.4239.9442.
Cash 2006, pp. 204–26.
Cash 2006, pp. 216–26.
Charles Tilly. "BRITAIN CREATES THE SOCIAL MOVEMENT" (PDF).
Diani, Mario (1992). "The concept of social movement". The Sociological Review 40 (1): 1–25. doi:10.1111/j.1467-954X.1992.tb02943.x. ISSN 0038-0261.
James, Paul; van Seeters, Paul (2014). Globalization and Politics, Vol. 2: Global Social Movements and Global Civil Society. London: Sage Publications. p. xi.
McCarthy, John; Zald, Mayer N. (May 1977). "Resource Mobilization and Social Movements: A Partial Theory". The American Journal of Sociology 82 (6): 1217–1218. doi:10.1086/226464.
Obar, Jonathan. "Canadian Advocacy 2.0: A Study of Social Media Use by Social Movement Groups and Activists in Canada". Retrieved 27 April 2013.
Obar, Jonathan; et al. (2012). "Advocacy 2.0: An Analysis of How Advocacy Groups in the United States Perceive and Use Social Media as Tools for   Jacobs, Garry and Asokan N., "Towards a Comprehensive Theory of Social Development". In: Human Choice, World Academy of Art & Science, USA, 1999, p. 152.
International Commission on Peace and Food, Uncommon Opportunities: An Agenda for Peace and Equitable Development, Zed Books, UK, 1994, p. 163.
Jacobs, Garry and Asokan, N., "Towards a Comprehensive Theory of Social Development". In: Human Choice, World Academy of Art & Science, USA, 1999, p. 51.
Jacobs, Garry and Asokan, N., "Towards a Comprehensive Theory of Social Development". In: Human Choice, World Academy of Art & Science, USA, 199
Victor Fic (1970), "Kerala: Yenan of India The Rise of Communist Power 1937 -1969" (Nachiketa Publishing Bombay)

IMPORTANCE OF MARKETING TO NIGERIA ECONOMY



Economic Development
Economic development is generally understood to mean an increase in national production that result in anincrease in average per capita gross national product (GNP). An increase in average per capita GNP alone however is not sufficient to denote the implied or expected meaning of economic development. Besides an increase in average per capita GNP, most interpretations of the concept imply a widespread distribution of income as well. Economic development as commonly defined today, according to Kenen (2000) also tends to mean rapid growth improvement achieved “in decades rather than centuries”. The strategies of economic development among others include industrialization which incidentally, is the fundamental objective of most developing countries. Certainly, most countries see in “economic growth”: the achievement of social as well as economic goals which among others include the following: satisfaction of such non material needs as better education for all, better and moreeffective government, the elimination of social inequalities; as well as improvements in moral and ethical responsibilities of both the public and private sectors of the economy. In order to achieve the above objectives, naturally, one should be concernedwith the basic institutions of industrial society in general and with the management of business enterprise in particular. Definitely, one cannot successfully accomplish such activities without direct concern with marketing.
Marketing
Marketing as a functional discipline of business may be understood as a dynamic process of society through which business enterprise is integrated productively with society’s purposes and human values. It is in marketing, as we now understand it, that we satisfy individual and social values, needs and wants – be it through production of goods, supplying of services, fostering innovation, or creating satisfaction. Marketing, as we have come to understand it, has its focus on the customer, that is, on the individual making decisions within a social structure and within a personal and social value system. Marketing is therefore, the process through which economy is integrated into society to serve human needs.
Marketing System
A marketing system consists of two major factors viz: external environmental constraints, and controllable forces within the company. The external environmental constraints, among others include the following: competition; social and ethical forces; political and legal forces. Others are market demand, technology, and distribution structure. The controllable forces within the company on the other hand consist of two sets of internal, controllable forces: the company’s resources in non marketing areas and the components of the marketing mix. Whereas the company’s resources in non marketing areas are made up of the firm’s public image, location, production, personnel, finance, research and development patents; the components of the firm’s marketingmix are: the product, the price structure, the promotional activities and some features of thedistribution system. A firm manipulates its controllable forces both in non marketing and marketing areas, while responding to its environments – uncontrollable forces. The goal of the system is toreach preselected market targets and to satisfy the consumer’s needs in a manner profitable to the company. Unfortunately, in every developing country that I know of, marketing system is the least developed part of the economy. The purpose of this paper therefore, is to provide some for such gross underdevelopment to which marketing system is subjected and to explore briefly the significance of marketing in economic development of the developing countries. This article is hope toprovide the economic planners withenoughmotivation and stimulation to make them sensitive to the contributions of marketing in economic development.
Why Marketing Systems are not Developed
Production Orientation of the Economic Planners Unfortunately, marketing, or distribution, specifically often does not hold a meaningful position to those responsible for planning in most developing countries– Nigeria in particular. McCarthy (1963) noted that emphasis is oftenplaced upon the development of techniques for
increasing production and production efficiency. In other words orput another way, the economic planners are production rather than marketing oriented. This position was reinforced by Rostow (1990) who argued that distributiontends to be ignored or regarded, somehow, as an inferior kind of economic activity, and thus, it is difficult to get development economists andpolicy makers to accord problems of efficiency in distribution the same attention they giveautomatically to problems of production, investment and finance. There is a strongly held opinion that an economic system must first have the capacity to produce before the level of consumption and distribution becomes a problem. With this opinion in mind, we suppose, the last civilian government of Nigeria imported several thousand bags of fertilizer without making adequate provision for sale and distribution of the product. Consequently, the planting season was over before the majority of the farmers actually had the opportunity to get a supply. Thus, farmers who could have increased their productivity substantially were not provided with needed educational programmes and technical assistance so that the product can be used to their best advantage. Also, the price of fertilizer rose by over 50% of the controlled price as purchasers had to pickup their fertilizer from the government warehouses and transport it to their farms. While the government warehouses were filled with overwhelming inventory,there was a severe shortage offertilizer all over the country including some areas that are known to be close to those warehouses. As a matter of fact, the lack of concern for distributionand economic planning extends to the technical assistance usually offered by developed countries as well. The United States, for example, virtually has ignored many of the problems designed for developing countries. Westfall (1960) gave some reasons to explain such orientation. First, it seems quite logical to be more concerned with production than consumption in developing countries. Second, in many cultures, marketing is considered to be a wasteful activityand anyone engaged in marketing is considered a parasite on society. The utility of advertising, product planning, and innovation is constantly questioned in even the most developed economic system.
Intangible Nature of Marketing
Another complication which leads to general neglect according to Moyer (1964) is that marketing is intangible and difficult to quantify compared to production, where as “accurate quantitative information is important for planning purposes”. Furthermore, of all skills, marketing skills may be the most difficult to transfer from oneeconomy to another. For example, machines can be built in Japan and usedin Nigeria, but a marketing plan or system adequate for Japanese market will most often be unusable in another culture.
The Influence of Import Orientation
Another factor which often leads to underdevelopment of a marketing system, Nigerian Marketing system in particular is the influence of the import orientation. Generally, the source of manufactured goods consumed can condition and influence the characteristics and development of a country’s market system. A strong dependence upon imported manufactured goods normally is reflected in his structure of the market and general business practices. Althoughemphasis is now beginning to shift in favour of domestic manufacture with the introduction of the “second-tier foreign exchange market”, Nigeria as a developing country relies heavily on the importing of goods. Consequently, the countryshows distinct characteristics in her marketing system. First, as a foreign-basedmarket system, it creates i.e. (the system) a ‘seller’s market’; and second, the source of supply is limited and controlled by a few importers. The entire marketing system develops around the philosophy of selling a limited supply of goods at high prices to a relatively small number of affluent consumers. Market penetration or a developed system of mass distribution is not necessary since demand always exceeds supply and, in mostcases, the customer seeks the supply. This, of course, is in contrast tothe mass consumption distribution philosophy of a domestic based system which prevails in developed countries such as the UnitedStates, Japan, and Britain, etc. In such cases, it is generally a “buyer’s market”, and supply can be increased or decreased within a given range. This creates a need to penetrate the market and push the goods out to the consumer, thus, resulting in a highly developed system of intermediaries. Sherbini (1968) noted that an import-oriented marketsystem usually works backwards. Consumers, retailers, and other intermediaries are always seeking goods. This results from the tendency of importers to throttle the flow of goods, and from this sporadic and uneven flow of imports, inventory hording as a means of checking the market can be achieved at relatively low cost, and is obviously justified because of its lucrative and speculative yields. This import-oriented philosophy manifests itself in much of the activity and behaviour in marketing. An interesting and equally illustrative example concerned a certain company in beer industry which had ordered some tumblers for local promotion. The beer promotion went better than expected and the brewery placed a reorder of an amount four times the original. The local manufacturer of the tumblers whose name is being withheld for some reasonsknown to us immediately increased the price, and despite arguments that suggested reduced production costs and other supply cost factors which normally arise as a result of increase in out-put, he could not be dissuaded from this move since to him the demand was up, so the price must also go up. A one deal mentality of pricing at the retail and wholesale levels prevail in this country and this was explained by Taylor (1965) who said that oriented market, goods come in at a landed price and pricing from there on is simply an assessment of demand. He further noted that variations in manufacturing costs are of little concern; each shipment is a deal, and when that isgone, the merchant simply waits for another good deal basingthe price of each deal on the landed cost and the assessment of demand at thatpoint in time, the functions they perform. Most distribution systems are local in nature with national distribution being of little importance since it is on the contrary to the import-orientedphilosophy. The relationship between the importer and any middleman in the market place isconsiderably different from that found in domestic based manufacturing or mass marketing systems. In this country and in any other import-oriented economy, an intermediary may not sell to a specific link in the channel but to a range of other intermediaries. Some of them simultaneously perform all the different functions such as: importing, wholesaling, semi wholesaling, and retailing, while other middlemen are so specialized that a high degree of division of labour is created. Such tasks as financing, storage, trucking, shipping, packaging, etc. may each have to be performed by separate agencies thereby creating extremely high cost distribution. The factor of animport-oriented market dominated by an import-wholesaler system presents special publicrelation problems that can obstruct the goals of the international marketer attempting to substitute locally manufactured products for imported ones or making a total market commitment in the country. The major point of contention is the threat posed by the foreign marketer, who, with his mass marketing philosophy, attempts to control the distribution process to the point where consumption causes shifts in the location and control of many marketingactivities and functions. In this regard, Sherbini (1968) said that:  In an import-oriented marketing system, the focus (of marketing activities and functions) lies near the consumer and of the marketing channel. Many marketing functions such as sorting, selling, storage and ware housing. Innovative Marketing and promotion and financing are performed by wholesale and retail intermediaries. Furthermore, he argued that the establishment of domestic manufacturing of import substitution type (or mass-marketers) invariably shifts the focus of marketing functions to the production. This is particularly true of advertising and promotion, standardization and grading, storage and warehousing. This shift is seen as altering the position of our localimporter-wholesaler from a dominant position in the market place to a secondary one. Sinceit threatens his very existence he spares no effort in resisting changes in the focus of marketing functions.
The Significance of Marketing
General Improvements Quite a lot has been written byseveral authors about th
e structure of the so called “underdeveloped economy” and about the theory and dynamics of economic development. What we tend to forget, however, is that the essential aspect of an “under-developed” economy and the factor of absence which keeps it “underdeveloped”, is the inability to organize economic efforts and energies, to bring together resources, wants, and capacities, and so to convert a self-limiting static system into creative, self-generating organic growth. And this is where marketing comes in. Marketing might by itself go far toward changing the entire economic tone of the existing system without any change in methods of production, distribution of population, or of income. It would make the producers capable of producing marketable products by providing them with standards, quality demands, and specifications of their product. It would make the product capable of being brought to markets instead of perishing on the way. Also, it would make the consumer capable of discrimination, that is, of obtaining the greatest value for his very limited purchasing power. What is needed in any “growth” country to make economic development realistic, and at the same time produce a valid demonstration of what economic development can produce, in a marketing system to make possible the distribution of goods, and finally marketing them is, a system of integrating wants, needs and purchasing power of the consumer with capacity and resources of production. This need is largely masked today because marketing is often confused with the traditional “trader and merchant” of which Nigeria along with other developing countries has more than enough. It would be one of our greatest contributions to thedevelopment of Nigeria to get across the fact that marketing is something quite different. Furthermore, it would be basic to get across the triple function of marketing – the function of crystallizing and directing demand for maximum productive effectiveness and efficiency;
the function of guiding purposefully toward maximum consumer satisfaction and consumer value; the function of creating discrimination that they give rewards to those ones that really contribute excellence, and that then alsopenalizes the monopolist, the slothful, or those who only want totake but do not want to contribute or to risk. Marketing therefore, is an economy’s arbiter between productive capacity and consumer demand. In addition, marketing process is a critical element in the effective utilization of the production resulting from economic growth, and balance between higher production and higher consumption.  Effective marketing not only improves the life-style and well being of the people in a specific economy, but upgrades world markets;after all, a developed country’s best customer is another developed country. Although marketing cannot create purchasing power, it can uncover and direct that which already exists. Increased economic activity leads to enlarged markets which set the stage for economies of scale in distribution and production that may not have existed before.
The Growth of Money Economy
Another important contribution of marketing to very underdeveloped economies is the growth of spread of money economy. Marketing requires a money system to be effective. Many underdeveloped economies have significant non-monetised economic segments which stunts growth at a very low level. In India, for example, as late as 1960, it was estimated that at least one third of India’s agricultural production and about one fourth of its GNP was non-monerised. With Innovative Marketing, money instead of barter as a medium of trade, a society can develop a wider choice in consumption opportunity.
Utilization by the Entrepreneur
Marketing is also the most easily accessible multiplier of managers and entrepreneurs in a developing area. Thus, managers and entrepreneurs are the foremost need of Nigeria. In the first place, economic development is not a force of nature. It is the result of the action,the purposeful, responsible, risk-taking action of man as entrepreneurs and managers. Certainly, it is the entrepreneur and manager who alone can convey to the people of this country an understanding of what economic development means and how it can be achieved. Developer of Standards Marketing in developing countries is the developer of standards for product and service as well as of standards of conduct, integrity, reliability, foresight, and of concern for the basic long-range impact of decisions on the customer, the supplier, the economy, and the society. The presence of large scale retailers such as the Leventis, Kingsway and others operating in big cities in Nigeria influenced store modernization in the surrounding areas. Thus a different attitude toward the customer, the store clerk, the supplier and the product itself now prevailed among the local retailers. Furthermore, it forced other more localized retailers to adopt modern methods of pricing, inventory control, training and of widow display.
The Discipline of Marketing 
Finally, marketing is critical in economic development because marketing has become  largely systematized, both learnable and teachable. It is the discipline among all our business  disciplines that has advanced the most. The author does not forget for a moment how much we still  have to learn in marketing. But we should also not  forget that most of what we have learned so far  we have learned in a form in which we can express it  in general concepts, in valid principles and to  a substantial degree, in qu
antifiable measurements.  This, above all others, was the achievement of  that generation to whom Charles Collidge Perlin was leader.
Conclusion
In view of the above discussion, it is quite clear that as a nation develops, its capacity to produce develops pressures, typically in the distribution structure. Nigerian marketers must therefore, place emphasis on developing marketing system designed to utilize to the utmost the  economic level of development. The impact of social and economic trends will continue to be felt in this country and else where during the next decade, causing significant changes in distribution  systems, personal shopping habits, and consumer demand. The continued growth of these trends requires that the Nigeria marketer constantly evaluates the dynamic aspects of his market, since it  is likely that many of today’s market facts will be tomorrow’s myths. Inthis way, the role of marketing in economic development of our country is ensured.