Full Project – THE IMPORTANCE OF MARKETING IN SERVICE ORGANIZATION

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CHAPTER ONE

INTRODUCTION

To describe the importance of marketing, one need not to look further than this quote “marketing is everything and everything is marketing”.

Everyone is exposed to marketing everyday, even when they don’t know it.

Billboards surround the nation road, Lagos appear everywhere from t-shirt to the centre field fo the “Tositos” fiesta below when a teenager is begging his dad to use the family car, he is in fact marketing himself to his father for the exchange of the keys and that is what marketing is all about, trying to create exchange that satisfy and benefit both parties.

No consumer can escape from marketing campaigns and no business should be operating without a marketing plan to identify potential customers, meet their need and want and keep them coming back for more, this section gives you an introduction into the word of marketing and different aspects of it. You will here about the “ps” of the marketing mix.

The importance element of a marketing plan. It is your future customer are identified and placed between the cross wires with marketing research and target marketing to get a specific message to a specific customer, one must be familiar with direct marketing, overall the section sho8uld help you learn about the importance for small.

1. BACKGROUND TO THE STUDY

In a rapid changing economic and social environment, management of any organization must anticipate and adjust promptly to significance shift in the customer demand competitors and public expectations.

Consumer or satisfaction should be the first thing you think about before considering the profitability prior to this, several scholars have found out that organization which enhance the marketing concept achieve superiors performance. In fact all marketing activities should begin and end with the consumer. Thus, consumer satisfaction therefore make it necessary for an organization to be marketing focused.

The organization must not only practice marketing, but it must be right strategies and marketing mix element to offer total product benefit and satisfaction to the consumers.

This is very necessary if the organization must survive, grow and remain competitive. The importance of marketing is considered to be very crucial in an organization such as, it assumed to be wide as life.

Marketing plays a matching role process by ways of linking the organization activities to the external environment.

Hambagba (1989) opined that “successful cooperation management required the demand of its environment”.

In order to effectively play the role, marketing management must constantly analysis cost and monitor changes in the environment with a view to identify those factors that might like threat and affect the opportunities of the organization.

The emergence of strong competition, the changing regulatory environment the impact of technologies and application of computer in business signifies actions in Nigeria service sectors that need a paid serious attention since they are the uncontrollable factors wagging war against more organization in Nigeria.

STATEMENT OF RESEARCH PROBLEM

Most service organization tend to underrate the importance of marketing in their business activities which do result in low patronage or outright business failure. The research work is aimed to address such problem.

OBJECTIVE OF THE STUDY

This research work is aimed

1. To know the importance of marketing in service organization.
2. To know the importance of marketing in banking sector.
3. To know the strength, weakness, opportunity and threat (SWOT).
4. To know the importance of marketing in customers satisfaction through quality service value.
5. To know how to develop effective marketing planning in service organization.

RESEARCH QUESTION/HYPOTHESIS

In order to make research work easy, the following hypotheses have been formulated to service as guide to the study.

Hypothesis One

Ho:  Poor handing of quality service affect service organization.

HI:    Poor handling of quality does not affect service does not affect service organization.

Hypothesis Two

Ho:  The use of marketing strategy in banking operation does not result in greater patronage.

HI:    The use of marketing strategy in banking operation does not result in greater patronage.

Hypothesis Three

Ho:  Customer is not a king in service organization

HI:    Customer is a king in service organization.

SIGNIFICANCE OF THE STUDY

Some companies hardly know that marketing services can enhance their level of performance as well as the growth of the organization.

This study will be beneficial to the state and federal government enterprise. This study will expose the importance of service marketing in organization where services are rendered.

Finally marketing study will also find this project work as a reference literature in carryout their research.

SCOPE/DELIMITATION OF THE STUDY

This project intends to look into service marketing and its significant. The research shall also go into finding out marketing principle and type in service operation by banking sector and importance of marketing in service organization. the research of service will also attempt to point out the barriers affecting marketing of service and possible means of eliminating such problem.

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Full Project – THE IMPORTANCE OF MARKETING IN SERVICE ORGANIZATION