APPLICATION OF MARKETING CONCEPT IN NON-PROFIT ORGANIZATION (A CASE STUDY OF SECURITY AND EXCHANGE COMMISSION ABUJA)

ABSTRACT

Marketing may very well be most significant activities in our society today. Your very existence if profoundly affected each day by a wide at marketing activities, the food you eat the cloth you wear, housing that shelter you and activities you engage in both in profit oriented organization non-profit oriented organization, manufacturing industries have been to some measures affected by marketing activities The role of marketing in promotion of financial services is the topic for the research work, therefore roles perform by marketing is the performance of business by marketing is the performance of business activities that direct the roles perform by marketing is the performance of business activities that the flow of good and services to final consumer users at a profit, the business activities have also known as marketing mix products promotion, place, price, they can be manipulated to make financial service product (Intangible product) available to the customers. This research work is divided into five, Chapter one deals with background to the study, two various authors to support my view, three explain how data was collected and data collected was presented, Interpreted and analyze in chapter four and the last chapter summarized the whole project and recommendation was given.

TABLE OF CONTENTS

TITLE PAGE                                                                            i

CERTIFICATION                                                                    ii

DEDICATION                                                                         iii

ACKNOWLEDGEMENT                                                         iv

ABSTRACT                                                                              vi

TABLE OF CONTENTS                                                          vii

CHAPTER ONE

1.0    Introduction                                                                 1

1.1    Statement of Study                                                       2

1.2    Aims Objective of Study                                               2

13     Significant of the Study                                                3

1.4    Scope of the Study                                                        4

1.5    Limitation and Constraint of the Study                      5

1.6    Historical Background of Case Study                        6

1.6    Definition of Terms                                                       7

CHAPTER TWO

2.0    Introduction                                                                  9

2.1    The Meaning of Marketing Concept                            9

2.2    Importance of Marketing Concept                               13

2.3    Adoption Process of Marketing Concept                    15

2.4    Marketing Concept Adoption in Non-Profit

Making Organization                                                   18

2.5    The Component Of Marketing Concept                      22

2.6    Problem of Marketing Concept                                    23

CHAPTER THREE

3.0 Research Methodology                                                    28

3.1 Population and Sample                                                   28

3.2 Sample                                                                             28

3.3 Research Approach                                                         29

3.4 Data Collection                                                                29

3.5 Administering of Instrument                                           32

3.6 Method of Data Presentation and Analysis          32

CHAPTER FOUR

4.0 Data Presentation                                                            33

4.1 Presentation of Data                                                        33

CHAPTER FIVE

5.0 Summary of Findings                                                      42

5.1 Conclusion                                                                       43

5.2 Recommendation                                                             44

          REFERENCES                                                              47

APPENDIX                                                                     48

QUESTIONNAIRE                                                         49    

CHAPTER ONE

1.0 INTRODUCTION

Marketing is a crucial human invention, it embraces the activities that we engage in to satisfy our economic needs and Wont and it is therefore a universal belief that the survival and expansion of a marketing organization is largely a function,

Thus, for marketing to take place, it is necessary that the following exist.

a.       Two or more parities who have unsatisfied wants

b.      Some product or services and money be exchange

c.       Some means of communication between the parties Involved,

Marketing can therefore be defined as all the company strategies aimed at satisfying consumer better in the day to day marketing of their good and services,

Marketing can also be defined to a lay man as the management activities creating and distributing goods and service for the satisfaction of human seeds at a profit

1.1   STATEMENT OF PROBLEMS

Here is hardly a public on private non-profit organization that is not faced with some problems stemming from its relation to its market and to achieve with some problems stemming from its relations its market and to achieve its set goals and objectives non profit marketing organization are faced with a number of problems of which Is the application of marketing concept as related to effective strategy planning and corporate objective within the organization, the research work will therefore investigate and provide answer to the following.

i.        What is understood by the term marketing concept?

ii.       Can marketing concept be practice or applied by non- marketing organization and how?

iii.      What are the problem of applying marketing concept in an organization?

1.2   AIMS AND OBJECTIVES OF THE STUDY

One of the objectives of any organization is profit maximization. To realize these objective, it is the responsibility of the management to formulate the necessary policies for its operation so as to enhance their attainment of the objective and such process include application of marketing concept this study will therefore find out what is meant by marketing concept, what it entails and its application marketing concept may mean different things to individual and organization. It will also be shown in this write up if non-marketing organization apply marketing concept and how it is applied. When and if is only limited to marketing organization in general and see in particular in applying marketing concept in rendering their service to operators whether from the general public or their staff within or out-side the organization government and soon will be researched into.

1.3   SIGNIFICANCE OF THE STUDY

The study will be used to the researcher because it is require in capital fulfillment of the requirement for the award of Higher National Diploma (ND) it is also useful for future researcher into the subject.

This study will also highlight some problem and their likely solutions, which will hence beneficial to study of economic concept (SEC) in the improvement of their services to their operators and also improve the welfare of the staff and that of the general public, therefore the research works is important not just to the research as a student of marketing but to the organization concerned Study of Economic Concept (SEC). Government, institution and the general public.

1.4   SCOPE OF THE STUDY

This research is going to be concerned with this area a application of marketing concept in non-marketing organization Study Economic Concept (SEC) as an organization of choice, and the sample will be chosen within Abuja township that is, from the consumers, top management staff and middle management staff of Study of Economic Concept (SEC) This study will examine the problem encountered by the Study of Economic Concept (SEC) and how it will be solved, the study would therefore embrace the marketing of services with particular, reference to the application of marketing concept.

1.5   LIMITATIONS AND CONSTRAINT OF THE STUDY

The greatest limitation were those of retrieving the questionnaire from the respondents. Two weeks when the researcher called at the organization for the collection of the questionnaire, it was discovered their own. These that were completed were collected while some questionnaire were yet to be returned.

On the part of the operators, some were collected on the spot while few while also not returned.

Finance also provided to be a major limitation constituted a threat to the researcher work. There are times when one was hundred by lack of money or inadequate of it to buy stationery and other necessary materials and there by possess as constraints to the study because, the researcher is also a student, he had to retrain his limited time between school and research study.

1.6   HISTORICAL BACKGROUND OF CASE STUDY

The Securities and Exchange Commission [SEC], Nigeria is the apex institution of the Nigeria capital market supervised by the federal ministry of finance.

The commission have evolved over time having started with the establishment of capital issues committee in 1962 by the government as an essential arm of the central bank of Nigeria .this was purely and ad-hoc, non-statutory committee, which later metamorphosed into SEC in 1979, following a comprehensive review of the Nigeria financial system, with the promulgation of SEC decree No 71 of 1979. successive reviews of this earlier enactment led to the introduction of a new legislative, the investments and securities act [Isa] No 45 of 1999. the Isa No 45 of 1999 was repealed with the promulgation of Isa No 25 of 2007, which give the commission its current power.

The legislation further enlarged the powers of the Nigeria Sec, while saddling it with the dual responsibilities of regulating the capital market with a view to protecting investors and developing the capital market in order to enhance it allocative efficiency, and pave the way for a private sector led economy.

The act also empowers the commission with a board of nine [9] members including the chairman, the director general, three executive commissioners, two non-executive commissioners representative of the federal ministry of finance and central bank of Nigeria.

1.7   DEFINITION OF KEY TERMS

It is a fact that a concept world has different meanings to different categories of people Definition of terms is necessary to guide against ambiguity or misinterpretation the important word and concepts used in his particular research work and defined as follows:

·        Marketing: This can be defined as all the activities involved in finding out the needs of the consumers and satisfying them with the available goods and services at a profit.

·        Marketing Concept: This is a philosophy that believe that this satisfaction at the consumer want is to be emphasize at all stages of production and distribution it is also the philosophy, that believes in overall supremacy of consumer satisfaction.

·        Price/Changes: Price here is an amount of money paid by buyer to seller for a product or services The researcher here endorses on price/changes as the money value of services rendered by the organization. The economist defined prices as the amount of money, which is needed to acquire in exchange some combined assortment of a product services.

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