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
TABLE OF CONTENTS vii
1.0 Introduction 1
of Study 2
Objective of Study 2
of the Study 3
1.4 Scope of
the Study 4
and Constraint of the Study 5
Background of Case Study 6
of Terms 7
2.0 Introduction 9
Meaning of Marketing Concept 9
of Marketing Concept 13
Process of Marketing Concept 15
Concept Adoption in Non-Profit
Making Organization 18
Component Of Marketing Concept 22
of Marketing Concept 23
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
4.0 Data Presentation 33
4.1 Presentation of Data 33
5.0 Summary of Findings 42
5.1 Conclusion 43
5.2 Recommendation 44
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
product or services and money be exchange
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.
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
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
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
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  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.
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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