UNDERSTANDING KEY VARIABLES OF MARKETING

 By Vwede OVERAH

Our contemporary society appears to have compelled many people to begin thinking outside the box, as a lot are thinking of one form of business or the other. While some wants additional sources of income, others plan starting or have just started their own businesses.

Sometimes, it could be difficult to achieve success in marketing without talking 

about the Key Variables of Marketing. This is because entrepreneurs and companies will not be in business if they don’t have something for people to buy; if they do not find people to buy; if they don’t encourage people to buy and if they do not provide value for their products and services.

All these objectives (also called the Marketing Mix) form the nucleus of strategic marketing.  The marketing Mix is a combination of factors that can be controlled by an entrepreneur or a company to influence consumers to purchase its products or services.

The key variables that make up the marketing Mix are commonly referred to as the Four P’s of Marketing:

Product:

The product refers to the service or tangible good that satisfies the target customer’s wants. First and foremost, it is important that a real target market is identified, quantified and justified.

Place:

The place refers to location, when and where products will be made available for targeted customers to buy it.

Price:

Price consists of the policies regarding competitive upgrades, discounts, list price, reseller pricing, distributor and street price (the actual selling price).

Promotions:

Promotion includes Online Marketing, Alliances, Advertising, PR, Event Marketing, Direct Marketing, Personal Selling and Channel Marketing.

A combination of some or all these variables, if properly managed and well executed, could blend to create a mix that satisfies the needs of the target market, thereby augmenting profitability and productivity.

FLIGHT ABORTED ON THE RUNWAY!!!

BY VWEDE OVERAH

Tributes as Tolulope Arotile, Nigeria’s First Combat Helicopter Pilot is Laid to Rest, with Full Military Honours.

SHORT BUT IMPACTFUL LIFE

Born on 13 December 1995 to the family of Mr and Mrs Akintunde Arotile in Kaduna, Arotile, hails from Ijumu Local Government Area of Kogi State. She attended Air Force Primary School, Kaduna from 2000 to 2005 and Air Force Secondary School, Kaduna from 2006 to 2011 before she later gained admission into the Nigerian Defence Academy, Kaduna as a member of 64 Regular Course on 22 September 2012.

She was commissioned into the Nigerian Air Force as a Pilot Officer on 16 September 2017 and holds a Bachelor of Science in Mathematics from the Nigerian Defence Academy.

Arotile was winged as the first-ever female combat helicopter pilot in the Nigerian Air Force on 15 October 2019, after completing her flying training in South Africa. She holds a commercial pilot license and also underwent tactical flying training on the Agusta 109 Power Attack Helicopter in Italy.

“While one of the two pilots is the first female fighter pilot in the 55 years’ history of the NAF, the second one is the first female combat helicopter pilot,” Air Chief Sadique Abubakar said at the October event.

Arotile died on 14 July 2020 at the age of 24, when she was inadvertently hit by the reversing vehicle of an excited former Air Force Secondary School classmate while trying to greet her. Before her untimely death, Arotile made significant and outstanding contributions to the war against terrorism, armed banditry and other forms of criminality in the Country, flying several combat missions.

Arotile said she joined the Nigerian Air Force out of a passion for the job. In her words “I joined the military simply out of passion for it. Being military personnel has been a long time ambition, the carriage and what it stands for are simply exceptional.

TRIBUTES

“My heart goes out to the family and colleagues of late flying officer, Tolulope Arotile.

“She was a brave patriot who pushed her self beyond limits to demonstrate her uncommon love for our dear nation. In the process, she made us all proud.

“By dedicating her young life to protect and defend Nigeria’s strength, honour and unity, her memory and legacy will continue to serve as a great inspiration to our youth especially our girls.”

Nigeria’s former President, Goodluck Jonathan

I join @NigAirForce and the nation to condole with the family of Late Fg Offr Tolulope Arotile, Nigeria’s first female combat helicopter pilot.She was laid to rest today according to military traditions.Her service will be greatly missed by the AFN and may her soul rest in peace.

Gen. AG Olonisakin, Nigeria’s Chief of Defence Staff

“Even at this moment, the Nigerian Air Force is still in palpable shock and loss as to why this had to happen our service. “As a service, we had so much expectation for Tolu which she was already living up to with ease. She contributed immensely to the decimation of enemies of our nation. Her death has really affected us in one way or the other”.

Nigeria’s Airforce Chief, Air Marshall Sadique Abubakar

The First Female Combat Helicopter Pilot, Tolulope Arotile has been laid to rest today, I pray your soul Rest In Peace.

Nigeria has lost yet a heroine, you will be forever remembered as your name won't be left out in the book of History.

Muhammad Fatimah Temitope @MFTeemah

Flying Officer Tolulope Arotile will remain a source of inspiration, particularly to those who aspire to break new barriers. Her good legacies will surely endure.

Air Vice-Marshall OA Adesanya, Nigeria’s Defence Attaché to Moscow, Russia.

I pray that almighty Allah Grant you al-janah firdaus, continue to rest in power and remember to continue to handle that fighter jets for Nigeria in spirit, you're indeed an inspiration... I'll tell your story to my daughter probably, probably we can see many girls handle jet.

Surdick Olanrewaju

Rest on champion...your absence will be greatly missed against awọn Boko haram and evil bandits ...may God console your loved ones.... farewell farewell farewell.

Efo teete,  Omo ìyá eleja

@sethonia7

Rest in peace officer Tolulope Pray that God gives the family of the deceased and Nigerian Air Force (NAF) the courage to bear this huge loss.

Justice Chi, @OnyemaraC

I am so sad that Tolulope Arotile, Nigeria’s first female combat helicopter pilot, died at the age of 24 years. You were bold, brave and patriotic. You defended the nation and inspired national pride. May God comfort your parents and family. We salute your cherished memory. RIP.

Akinwumi A. Adesina, @akin_adesina, President of the African Development Bank

In 2012, Pres Goodluck Jonathan made it possible for women to be enlisted into the NDA. 25 of them were selected and admitted, they're popular known as "Jonathan Queens". One of them is late tolulope Arotile (RIP).

Cmr. Mohammed, @I_Am_marwa

The journey was short but very significant, not only because you fulfilled your childhood dream or being the first and only female combat helicopter pilot, but that you are a Nightmare of Boko Haram. It is well.

Ayemojubar,  @ayemojubar

Tolulope Arotile was an inspiration. She shattered the ceiling, and will always be our number 1. May she rest in the bosom of the Lord. And may the Almighty God grant the Arotile family and all her loved ones the comfort to bear this loss. –AA

Atiku Abubakar, @atiku, former Vice President of NIgeria

As the late Heroine Tolulope Arotile is buried today, we appreciate her short but accomplished and patriotic life of service to her country. I call the states and the FG to immortalize her by naming streets or public buildings after her. May her soul Rest In Peace. Ameen.

Senator Shehu Sani, @ShehuSani

5 MISCONCEPTIONS ABOUT AFRICA

By Rukewve Ochuko

Africa emerges as one of the continents that civilization is rooted in its origin, without influence from other nations. John Henrik an African-American historian once said: “the first light of human consciousness and the world’s first civilization was in Africa”. However, several theories and historians dispute Henrik’s school of thought.

Many theories have penned down various conceptions about Africa which have conformed the mind of many into seeing Africa in an image which in reality is just a mirage. Here are some of the conceptions about Africa debunked:

Africa is riddled with diseases
Over time, Africa has been reported as a continent riddled with diseases. These reports have led people outside of Africa to have the notion that Africa is a disease-plagued continent. In 2001, George W. Bush said of Africa, “Africa is a nation that suffers from terrible disease”. Africa as every other nation has a disease that plagues its inhabitants but this itself is no proof that the continent harbours all kinds of diseases. Citing malaria as an instance, malaria takes millions of lives each year in Africa not because of the disease breeds in the air but because of a lack of access to childhood immunization and basic health care.

Nevertheless, battling Malaria has been a relentless effort in various countries in Africa and as such, more immunization programs and health care have been put in place to eradicate malaria. Moreso, Africa holds one of the world’s top continents that possesses natural medicine that cures illness.

Africa is always hot
Most travellers assume that it is always hot in Africa. True, there are certain countries in Africa that experience hot weather compared to other nations specifically countries situated in tropical West Africa. However, this doesn’t occur all year round. Africa is made up of rainforest, temperate woodland, cool coastal peninsulas, and high altitude mountains. Also, in the depths of the Sahara desert, the temperature becomes freezing at night. There are many countries in Africa during the winter that experience snow. Countries such as; South Africa, Morocco, Lesotho, Tunisia, and Algeria.

All Africans are dark-skinned
One of the most rampant stereotypes that people have of Africans, is that all Africans are dark-skinned. This ideology is untrue. Africans have different skin pigments and possess distinct shades of skin that cut across various tribes in various regions around the continent. Over time, people from other continents have migrated into Africa and as such mixed with Africans, making it their home and marrying into the African tribe. This has been in existence for generations and as such the descendants from these people have settled in the continent. A major example is South Africa. Some of the locals (Afrikaans) in South Africa are whites. Black is a race, it is not just associated with the colour of the skin.

Africa had no civilization in its history
Certain historic theories in the past have noted that Africa, before the Europeans’ influence, were barbarians. One of such popular historian is T. Carlos Jacques. In his book, “From Savages and Barbarians to primitives: Africa, Social typologies, and history in Eighteenth-Century French Philosophy,” he likened Africans as people of the stone age and painted a picture of them as barbarians and uncivilised humans. With these theories, people have developed the notion blacks were slaves and uneducated since the beginning of time, but with much pride this is false. African historians and other historian scholars have dug deep to discover that Africans were indeed educated and exposed. The ancient Moors and the Carthaginians who were Africans once ruled the markets of commerce in the world and built great empires with their knowledge of Art and Architecture.

All African countries are poor
Poverty is one of the problems many African countries struggle with. However, not all African countries are wallowing in poverty. Africa is one of the world’s most rich continents with natural resources which includes Gold, crude oil, coal, and cocoa amongst others. Countries like Botswana, South Africa, Algeria, Tunisia and Morocco rank in the top 100 out of 126 richest countries in the world as of 2019.

Source: guardian.ng

'I STARTED AS A RIGHT-BACK' - AJIBADE RECOUNTS OSAHON'S COACHING INFLUENCE

BY Samuel Ahmadu

The Norway-based striker has revealed the role of the FC Robo Queens handler on her incredible career journey

Raseedat Ajibade has opened up the impactful role of coach Emmanuel Osahon on her career during her close to a decade of experience with Nigeria Women's Premier League (NWPL) giant-killers RC Robo Queens.

The 20-year-old underwent remarkable formative years at FC Robo Queens and she gave a glimpse of her superb talent, scoring three goals to inspire the Flamingoes to the quarter-finals of the U17 Women's World Cup in Costa Rica.

In 2016, the forward played for the Falconets, starring in a 3-1 win over Canada at the U20 Women's World Cup in Papua New Guinea, winning the Player of the Match prize.

In qualification for the 2018 edition, Ajibade scored 10 goals to finish as Africa's joint-top scorer and later inspired Christopher Danjuma's team to the quarter-final in France.

Source: www.goal.com

SO, HOW HAVE YOU BEEN SPENDING YOUR COVID-19 HOLIDAY?

BY AZUH ARINZE

These, no doubt, are interesting times. But besides eating, sleeping, reading, exercising and perhaps getting to know your spouse better, especially if you are married, what else have you been doing in this compulsory COVID-19 holiday?

How have you been maximising or even optimising your time? Well, for me, it's been a totally and radically new experience. Other than devouring five special books that's been with me for almost eternity, I've also daily kept myself busy and engaged with nearly all the splendid webinars being organised for free by the Lagos Business School (LBS).

In fact, I have become so addicted that I had to pay for some. And sincerely, it's been a beautiful, fruitful and wonderful experience.

Energised and again emboldened by this new knowledge acquisition, I have equally been savouring Pastor Sam Adeyemi's, especially the one of Thursday, April 23, 2020, which centred on reinventing yourself and your career post COVID-19.

But beyond all of those, my major takeaway is this - please, never, never forget to plan and always prepare ahead. Don't just wait for a time like this before you begin, and I will tell you why.

Until recently, I was totally useless when it comes to IT. But then something happened one day and I was left with no other option than to learn and very quickly too.

I had visited a powerful person in government. This gentleman, who is also one of my mentors, got a brief from his principal who wanted him to issue a statement immediately over an incident.

Having been privileged to some of the things they discussed, I asked if I could break the story and he gave me the go-ahead.

Now, while he was still writing his statement, I quickly completed mine, although very brief and of course not as detailed as his. And started working my phones, trying to reach one of my IT guys to help upload the exclusive story. You won't believe it - this happened on a Saturday, and between that Saturday and Monday, I couldn't reach any of them till Monday morning when they resumed for the new week, sometime around 9am.

As would be expected, I was mad, I was furious and almost hysterical. But that was all I could do, because let's face facts, those were supposed to be their off days.

Anyway, when I eventually calmed down, and upon their resumption that Monday morning, I told them to forget whatever they were supposed to do that day, and from morning till 6pm when we dispersed, all they did was ME.

Yes, me! They stayed with me all through, teaching me how to upload stories and so on. In fact, that was the first day I got the password to our website and other social media handles - which hitherto I paid scant attention to.

On getting home, also, at the close of work, I remained awake all night trying to perfect my skills.

Yeah, I am still learning, but one thing that hasn't left my mind since coronavirus suddenly arrested and detained all of us at home is: 'How would you have coped, Azuh if you hadn't taken that drastic action that day? '

I mean, all alone now with my family, sleeping, reading and eating, the only other thing I do has been writing and uploading stories on our website, www.theyesng.com.

And guess what? I've been posting more stories than those who taught me and also pay at the end of every month in this lockdown.

Lastly, dear friends, I want to advise that you learn that new skill, even if you don't exactly need it now. Trust me, it will come handy some day, somewhere and somehow. Just like it happened to me.

Thanks so much for reading and do have a sumptuous weekend.

Azuh Arinze is the publisher of YES INTERNATIONAL! Magazine and bestselling author of The CEO's Bible. His two new books, Success Is Not Served A La Carte and Encounters - Lessons From My Journalism Career, will be out immediately after the lockdown.

... AND SUDDENLY, WE LOST GLORIA

BY VWEDE OVERAH
Just like yesterday, I vividly remember April 9, 2019.
On this day Catherine and Dafinone went out with other schoolmates on excursion to a fish farm and returned home with two ornamental fish. Fish were given to the over 20 pupils that made the trip. Their arrival was somewhat celebrated by the duo and other siblings. There was excitement allover. It was actually their first time seeing live fish in aquarium.
I returned from work late in the evening and witnessed, with amazement, the great delight the coming of these fish brought to my kids and their mother. They were happy. I was so glad they were happy, and I didn't hide my feelings. Their fine bulgy eyes and colourful glittering bodies swimming round the mini aquarium were a beauty to behold.
Catherine, the most infected by this new development, quickly told me that her fish’s was Gloria, while Dafinone, simply called his Silver. They were in separate jar-like aquariums, so distinguishing them wasn’t a problem. Unlike his sister, and perhaps all other pupils, Dafinone showed great nonchalance to his fish’s wellbeing. Days turned into weeks; and weeks turned into months. While Cathy expressed great love and dedication to Gloria’s upkeep, Silver and all other fish given out to schoolmates didn’t make it to three months.
Sadly, exactly nine months and one day after coming home, we lost Gloria.
I was at my Laptop, January 10th working on a presentation when I noticed Catherine swiftly walked into the sitting room. She whispered something to her brother and both quickly ran into her room. They came out in few seconds looking gloomy.
Sensing that something nasty must have taken place, I sprang up and asked what the matter was. Dafinone informed me his sister didn’t find Gloria in the aquarium shortly after changing her water. Remembering I once had a similar experience with the fish, I rushed into Cathy’s room. I put my hand in the jar, emptied it and behold we saw Gloria lifeless under the sand. She may have been ‘suffocated’ by the sand resulting from rough handling of water changing process.
So sad! She was exactly 9 months and 1 day old.
How would I forget Gloria?!
I learn quite some new things when she came in. It was always my job to buy her flakes. I remember surfing the internet, running around and making phone calls looking for fish flakes when her initial ration got exhausted. I saw ornament fish flakes for the first time and was made to pay expensively for it. I remember going back online to know alternative meals when flakes delivery was delayed by almost a week. I discovered oat as alternative. I remember how Catherine cringed with fear as I sprinkled the oat crumbs into the water.
How would I forget how i like watching Gloria swim up, down and in between tiny shrub and sometimes hitting sand surface? It was fun watching her, especially when mom and kids go on short trips or vacation leaving daddy home alone. On those days, I remember getting phone calls from Catherine and mom either reminding me to feed Gloria or change her water regularly. Wow! It was fun.
As I stared at the dead fish, I still sensed the kids were still behind me. Somehow, I found it difficult to turn around. I could imagine their countenance. When I eventually did, I saw the expected. Tears. Quiet tears. Cathy could not hold back. O My God! It was only a small fish na! I struggled to keep this thought within.
A firm promise to replace Gloria with two or three others in a bigger aquarium somehow did the trick as tears gradually dried up leaving only grief and sadness that also disappeared within 24 hours.

PARENTING: TALE OF THE GENTLE WHISTLE

BY VWEDE OVERAH

My two years old baby surprised me with her level of reasoning yesterday evening.

While other family members were busy with school homework and different chores, Vickie and I were in the sitting room. She sat on the rug watching cartoon while I, about three meters away from her, got myself busy browsing and responding to some social media messages.

I soon realize I needed to let out some air. I quickly took a quick glance around me. But for Vickie who was so glued to the TV, nobody was closed by. Besides the fluffy rug under my buttock would suppress any sound, I thought. With this assurance, I went ahead to do the thing. Still on my computer, I slightly bent my waist to the right and tried to release the air quietly. But something went wrong.

It was accompanied by a gentle whistle. I prayed she didn’t notice anything. I stole a look at her and discovered she was looking my direction with surprise written all over her face. The gentle whistle wasn’t gentle enough to keep Victoria glued to her cartoon. Ah! Crisis.

I had to manage this one well. I pretended nothing happened. My girl wouldn’t let it pass just like that.

Victoria: Daddy, did you fart?

Me: Did you hear anything?

Victoria: Yes! Bhuumm!!!

Me: Oh! Excuse me. I am sorry.

Victoria: Okay

She then returned to her cartoon.

I had mixed feelings. A bit embarrassed, naturally and somewhat happy because my girl could now express herself. I will not be the only one that will know about this. I quick went to the kitchen and narrated the incident to my wife. She laughed as she made me know that the baby has been on that level for a while now.

Victoria is my fourth child. She is doing well in pre-school.

Still excited by the experience, I narrated same to some colleagues. It provoked a lot of laughter and surprises about the contemporary toddlers and their ways. But one of them was astonished that I apologized to Vickie. I don’t regard the apology as too much or belittling, after all I was the offending party. Besides, we always teach our children to show remorse and tender apologies whenever they are in the wrong.

No matter the age, status, gender, race, religion, I believe every human being deserve respect.  As parents, we should teach our children respect and go a step farther by leading by example. This is one of the easiest and fastest ways they learn.