Application of Marketing Concept in the Nigeria Public Sector Industry
Chapter One
Objective of the study
- To assess the extent to which marketing concepts, such as customer orientation, segmentation, targeting, positioning, and relationship management, are currently being applied in government agencies and public sector organizations in Nigeria.
- To identify the key challenges and barriers hindering the effective implementation of marketing strategies in the Nigeria public sector.
- To explore the opportunities and benefits associated with adopting marketing approaches in the public sector.
- To investigate the role of leadership, organizational culture, and stakeholder engagement in driving the adoption and successful implementation of marketing concepts within government agencies and public sector organizations in Nigeria.
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
INTRODUCTION
This chapter reviews literature relating to the theme and sub-themes of this study. The major ideas of this section are grouped and presented under the following sub-headings. The definition of marketing concept, production orientation, sales orientation, the financial oriented era, the marketing oriented era, basic element of marketing concept, nature of banking services, the impact and limitation of the modern marketing concept, implementation of marketing concept and marketing as a business function and philosophy.
ANALYTICAL FRAME WORK OF MARKETING CONCEPT
The marketing concept is a rather new idea in the history of exchange relation.
According to Kotler, P. (2015) marketing concept can also be defined as management aimed at generating customers’ satisfaction as a key to achieving organizational goals.
According to Wilmhurst, P. (2015) marking concept is based on two fundamental philosophy.
- Company planning policies
- Operation should be oriented towards the customers profitable sales volume at customer’s satisfaction on should be the goal of the firm.
Based on these philosophies, Kotler (1992) state that customers want satisfaction is the economic social justification of company’s existence in embracing the marketing concepts, we start with customer and his wants continue with finding the product or services that will satisfy these needs and wants and arrange for the product to be made and sold to the consumer resulting in the mutual benefits to both parties to the exchange relation for an organization to survive and achieve sustained growth in a competitive marketing environment. So the marketing concept means the whole business being viewed from the angle of customer’s satisfaction through at a profit to the firms.
PRODUCTION ORIENTATION
They can see according to Kotler (2001) and Okpara (2002). The production orientation concept is the oldest of all the concept and the adoption of the concept in America and Europe coincide with the period of industrial revolution.
The mass production techniques engendered by improvement in technology as a result of the industrial revolution was as its infancy and as such was not ripe to meet the needs of Europe and American markets.
The demand situation as result of philosophy that would guarantee increased supply to meet the demand situation. The production concept is therefore a philosophy that lays emphasis on the production of large quantity of goods at the lowest cast of production it is therefore a business philosophy that is applicable in a situation where. Demand exceeds supply and buyers are prepared to buy product.
Sales Orientation: According to Ogun (2008) they stated that consumers will either not buy or not buy enough of the company’s product unless they are approached with substantial selling and promotional effort to stimulate interest in its products.
Companies which embrace the selling concept usually assume that goods and services are sold not bought. Based on this, organization ultimate aim is to ensure that the goods produced are sold, to achieve this, organization adopt hard selling method of sales and this involves using punchy. Persuasive high pressure advertising and sales promotion strategies, organization that adopts this concept does not bother about customers satisfaction but acting to achieving their selfish goals of high volume sales irrespective of how it is achieved the implicit premise you whole this concept was involved are:-
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine an application of marketing concept in the Nigeria public sector industry. UBA, Uyo form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain application of marketing concept in the Nigeria public sector industry. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing application of marketing concept in the Nigeria public sector industry
Summary
This study was on application of marketing concept in the Nigeria public sector industry. Three objectives were raised which included: To assess the extent to which marketing concepts, such as customer orientation, segmentation, targeting, positioning, and relationship management, are currently being applied in government agencies and public sector organizations in Nigeria, to identify the key challenges and barriers hindering the effective implementation of marketing strategies in the Nigeria public sector, to explore the opportunities and benefits associated with adopting marketing approaches in the public sector and to investigate the role of leadership, organizational culture, and stakeholder engagement in driving the adoption and successful implementation of marketing concepts within government agencies and public sector organizations in Nigeria. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from UBA, Uyo, Akwa Ibom state. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
In conclusion, while there are challenges to overcome, the application of marketing concepts holds great promise for transforming the Nigeria public sector industry. By embracing customer-centric approaches, leveraging segmentation and targeting strategies, and prioritizing stakeholder engagement, government agencies can improve their effectiveness, responsiveness, and accountability, ultimately leading to better outcomes for citizens and society as a whole.
Recommendation
Based on the findings of the study on the application of marketing concepts in the Nigeria public sector industry, the following recommendations are proposed to enhance governance, service delivery, and stakeholder engagement:
- Government agencies and public sector organizations should prioritize staff training and capacity building initiatives to equip employees with the knowledge and skills needed to implement marketing concepts effectively. Training programs should focus on customer-centricity, data analysis, communication, and stakeholder engagement.
- Enhancing data collection capabilities and investing in robust data analytics tools are essential for informed decision-making and targeted service delivery. Government agencies should prioritize the collection, analysis, and utilization of data to understand stakeholder needs, segment the market, and measure the impact of marketing initiatives.
- Reducing bureaucratic red tape and streamlining processes can improve organizational agility and responsiveness. Government leaders should identify and eliminate unnecessary bureaucratic barriers that hinder the implementation of marketing concepts, allowing for more efficient service delivery and decision-making.
- Building strong partnerships and collaboration networks with stakeholders, including citizens, businesses, civil society organizations, and other government agencies, is critical for success. Government agencies should actively engage stakeholders in the co-creation of policies, programs, and services to ensure relevance, inclusivity, and effectiveness.
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