THE APPLICATION OF MARKETING CONCEPT IN THE NIGERIA PUBLIC SECTOR COMPANY (A CASE STUDY OF FIRSTBANK)
Marketing activities play a vital role in the survival and growth of any organization. In recent time, marketing activities in the service Company have been posing serious problems to the service operators. This is because of the competitive nature and the increase in the number of services industries. The objective of this paper is to examine the application of marketing concept in the banking Company, the study is based on information gathered and collected from both primary and secondary sources. Finding of the study revealed that applying a dominant role in the banking Company. This study also revealed the important and the benefit of applying the application of marketing concept in the Nigeria banking industries. Therefore, the continued existence of any service Company will depend on its ability to design and map out appropriate marketing strategy. Date analysis for the study was done simply and chi-square (X2) statistic was employed to test further the result of the analysis to confirm that the impact of application of marketing concept in the Nigeria banking Company.
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BACKGROUND OF THE STUDY
The Banking Company now being the survival of the fittest has posed a lot of competitive problems on the survivors bank, both the old and new generation bank which have forced the marketing concept and its application in order to fight competition favourably and make more profit.
Marketing concept, the satisfying need and want of the target is better than the competitors at a profit, need not to be over emphasized. Marketing can also be in action or business of promoting and selling product or services. Though it was rarely practice in the past by services Company. The laggard posture of services marketers in applying this marketing philosophy could also be trace to inseparability nature of services.
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