The increase in demand for cosmetics products and other consumer goods in Nigerian have made manufacturing industries to show less concern for adoption of marketing concept in their establishment.  However, many of them have been growing despite this orthodox approach.

The country experienced a boom in her economy in recent past.  This lasted for just a short period before the recession sets in.  austerity and economic emergency have brought harder condition to many business organizations.  Due to acute shortage of material needed for industrial production, the entire economy is experiencing production problem which is resulting to either close down of the factories or retrenchment of workers.

In order to maintain competitive advantage in this hard period, customers and competitors, social and even legal factors that might affect her performances.  This is the essence of marketing research.  The key task of any organization should be to determine the needs and wants of her target markets and adopt the marketing system to deliver the desired satisfaction more effectively and efficiently than its competitors.

Kotler, emphasizing the importance of marketing concept pointed out that “marketing is a relevant discipline for all organizations in so far all organization can be said it have customers and products.  It follows therefore that firms should emphasize the marketing concept in order to survive from his hard time and the on slight of competitors.  A critical look on the marketing team policy strategies and general management operational policy that will ensure the achievement of the firms objective and set out goals should be adequately maintained.

In fact, continuous existence of Industries will depend largely on how marketers handle the challenges of the economic emergency and the general recession.  Effective application of the marketing mix to company’s goals will invariably yield positive results.