THE NEED FOR THE APPLICATION OF MARKETING CONCEPT IN GOVERNMENT ESTABLISHMENT (A CASE STUDY OF NIGERIA POST AUTHORITY IN ABA ABIA STATE)
ABSTRACT
There has been a quest for the need of the need for the application of marketing concept as a tool for retaining customers in manufacturing industry. This research has been focused on NIPOST in Aba to ascertain their operation and suggest the strict practicialization of marketing principles in order to improve the productivity and general performance of employees in the marketing of NIPOST.
This research work was conducted with the objective of ascertaining the extent of which marketing concept are being applied in the marketing of Nigeria Post Authority Plc or whether they concentrate higher proportion of the effort are limited to just receiving and posting of mails, with no other employee performance will be improved. This research work was conducted to find out whether Nigeria Post Authority Plc has separate marketing department and how effectively it is made us of data for the research were collected both from primary and secondary data. The primary data were collected through questionnaires and personal interview. Secondary data were collected from internet, professional journal textbooks, and other related materials.
The sample percentages methods were used to analyze the response. The data were analyzed with some of the finding of the research work. Based on the findings necessary recommendations were offered, which will help to improve the level in which the marketing concept are applied to the marketing of Nigeria post authority Plc to improve their employee performance and marketing productivity. This research project consists of five chapters.
TABLE OF CONTENT
Title page – – – – – – – – – -i
Approval page – – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
1.0 Introduction – – – – – – – -1
- Background of the study – – – – – -1-3
- Statement of problems – – – – – -3-4
- Objective of the study – – – – – -4-5
- Research questions – – – – – – -5
- Significance of the study- – – – – – -5-6
- Scope of the study – – – – – – -6-7
- Limitations of the study – – – – – -7
- Definition of terms – – – – – – -7-8
CHAPTER TWO
2.0 Literature review – – – – – – -9
2.1 Department of marketing concepts – – – 9-10
2.2 Adaptation of marketing concepts as a philosophy 11-12
2.3 The marketing mix element – – – – 12-16
2.4 Customers behavior – – – — – 17-20
2.5 Customers satisfaction – – – – – 21
2.6 Product services strategy for services – – 21-22
2.7 Distribution strategy for services – – – 22-24
2.8 Promotional strategy for service – – – 24-25
2.9 Price strategy for services – – – – 25-26
2.10 Time and for only a limited number of seats – 26-27
2.11 Evaluating performance – – – – – 27-28
CHAPTER THRE
3.0 Research design and methodology- – – – 29
3.1 Introduction – – – – – – – 29
3.2 Research design/method – – – – – 29-30
3.3 Sources of data – – – – – – 30
3.4 Method of data collection – – – – 31
3.5 Population of study and sample size determination31-32
3.6 Sampling techniques/procedure – – – 32-33
3.7 Validity and reliability of measuring instrument- 33
3.8 Method of data analysis – – – – – 34
CHAPTER FOUR
4.0 Date presentation, analysis and interpretation 35
4.1 Divide into appropriate – – – — – 36-38
CHAPTER FIVE
5.0 Summary conclusion and recommendations – 39
5.1 Summary of findings – – – – – 39
5.2 Conclusions – – – – – – – 40
5.3 Recommendations – – – – – – – 40-41
Bibliography – – – – – – – 42
Appendix – – – – – – – – 43
Questionnaires – – – – – – 44
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF STUDY
This it the starting point for improving the profitability particularly in the area of satisfying customers requirement. Hill et al (1971) the marketing concept calls for an extrovert approach to business. Having expressed more specially it state that customer orientation for an organization of the needs wants to behavior of customers and the integration of all corporate activities in the market place are the key to more profitable sales. The concept also implies that profitability of a company operation of its effort in over seeing to the marketing activities rather than other functional area such as production, finance marketing or personnel.
However, customer’s orientation of any business does not mean that firm should fragment its activities across a whole range of possible customers need to be broken down groups whose member have similar buying characteristics. A marketers should be quick at capitalizing or newly identified need on how consumers must be aware of the math and be persuade in a good math and some how the product must be available to consumers and appear more desirable than other competing alternative or substitute Ejionume 1993.
The tenant of the marketing concepts or sales morality dictate that all effort of the marketer should be guarded towards the satisfaction of the need for consumers more effectively and efficiently than competitions. The Nigeria post authority Plc is one of the numerous public government establishment set up by the federal marketing in Nigeria primary to provide utility to the public. It also undertake the delivery of document parcels keeping of valuables and money perittnces. The services rendered by NIPOST is very crucial and indispensable that all diligence is needed to deliver its to right quality at the right time, is the improvement in the services that necessitate the use marketing concept.
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