PROSPECT AND CHALLENGES OF ENTREPRENEURSHIP IN NIGERIA ECONOMY

PROSPECT AND CHALLENGES OF ENTREPRENEURSHIP IN NIGERIA ECONOMY
 
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
An entrepreneur has been described as an actor in the market that his actions tend to influence many people in the market. No entrepreneur or enterprise, successful or big, can continue to hold a place of leadership unless it recognizes the modern marketing trend in business. It operates in a world of galloping change which creates new problems risk and opportunities and for which they have to mobilize the enterprise’s resources before changes make their impact felt. It must be noted that no matter the qualities and how goods an entrepreneur is, he would not be successful if he can’t market his product. Not only that, an entrepreneur must put many factors into consideration as well in other succeed. Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organization. Their role in the business world is difficult to overstate.  Despite this, there is a high failure rate among organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. The concept of marketing in Entrepreneurship can not be overlooked by a entrepreneur. This area is where the entrepreneur gets to know key things about his customers, their needs, wants, purchasing habits, market geography etc. It is on this basis that this work looks into the aspect of marketing in Entrepreneurship activities.