ABSTRACT
This study examines entrepreneurial marketing and the promotion of small and medium enterprises in Ugbowo, Benin City, Edo State. Data were primarily sourced through the administration of fifty (50) questionnaire out of which same number (50) were found usable for the empirical analysis. The descriptive statistics (frequency, mean and percentage) and regression analysis were adopted for the study’s analysis.
The results from the analysis showed that SMEs in Benin City apply mostly traditional form of marketing; SMEs in Benin City mostly use innovative form of marketing; SMEs in Benin City mostly use electronic and digital form of marketing; SMEs in Benin City mostly use a combination of traditional and innovative form of marketing. SMEs in Benin City do not engage in any form of entrepreneurial marketing majority of the respondent disagreed this statement.Innovation acts as a strong tool for the growth and survival of SMEs in Benin City. SMEs in Benin City engage in word of mouth and referrals to promote their products and services. Print materials like newspapers and magazines are used by SMEs in Benin City to promote their business. Email marketing tools such as Gmail are used by SMEs to promote their businesses.
The study recommends that Both entrepreneurs and owners of SMEs should make every effort to obtain the necessary skills, since doing so gives them a broader perspective of knowledge for enhanced management of their enterprises. Training and development are required for SMEs owners in order to help them produce valuable products or services and leverage cutting-edge technical marketing tools to their advantage. Lastly, the government must carry over the current reforms to our educational system to make it more functional, relevant, and need oriented and driven if it hopes to reimagine the future of SMEs. Modern technology, practical technology, and entrepreneurial courses with the goal of creating entrepreneurs should be the focus. This suggests a change in our culture, value system, and direction as well as in Nigerians' general attitude, ethics, and behavior.
