IMPLEMENTATION OF THE MARKETING CONCEPT IN THE CORPORATE AFFAIRS COMMISSION A STUDY OF ENUGU ZONAL OFFICE

IMPLEMENTATION OF THE MARKETING CONCEPT IN THE CORPORATE AFFAIRS COMMISSION A STUDY OF ENUGU ZONAL OFFICE

ABSTRACT

This study has examined implementation of the marketing concept in the Corporate Affairs Commission with a study of Enugu Zonal Office.  The Corporate Affairs Commission as an agency of Government is charged with the responsibility of administering the Nigerian Company Registry.  The attraction and retention of customer patronage all thing being equal, will rest on the ability of the firm to identify and sufficiently satisfy the needs and the wants of the client/customer.  The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.  The research problem is borne out of the general outcry that government establishment does not perform efficiently and effectively because they are not profit oriented which has generated a lot of criticisms that have dogged the path of the marketing practices of most organizations in Nigeria.  Another problem that necessitated the study is the argument that clients/customers’ views, opinions and needs are neither solicited nor accommodated in most companies marketing practices. Another problem is the claims that profit-maximization rather than customer-satisfaction is the marketing orientation of most organizations in the country and the criticisms that clients are not fed enough market information about the services, responsibilities and functions of the government establishments. The objectives of the study were to evaluate the level of application of marketing concept in Corporate Affairs Commission, to examine the influence of marketing orientation concept in CAC, to assess the Integration of marketing concept with other functions in CAC and to ascertain how customer behavior affects the marketing concept of CAC.  The research questions and hypothesis were structured in line with the objectives of the study.  The research methodology explained the techniques adopted in carrying out the study.  The descriptive research design was used.  The main sources of data were both primary and secondary sources.  The population of the study comprised of the managers and operating staff of the Corporate Affairs Commission who engages in marketing concept which is 355.  The sample size was determined using the Taro Yamane statistical tool.  The reliability and validity of the research instrument were examined using the test re-test approach.  The questionnaire and oral interview were the instrument used for data collection.  The data were presented in tables and analyzed in percentages.  The Chi-square was used to test the hypotheses.  The study found that marketing concept is adequately applied in CAC, marketing concept orientation have influence in the activities  of CAC and that customer behavior have effects on the operations of CAC. It was also found from the study that CAC places customer needs and wants first in decision making which does not imply that its management blindly follows every customer’s needs separately which can lead to bankruptcy.  All market related activities are placed in a corporate marketing department as a way of integrating the marketing department with other functional groups that will greatly increase a firm’s chances of success. The study, therefore, concludes that marketing concept as applied in CAC ensures that the customer is provided with the right information and services at the right time and in the right place. Customer satisfaction index is the best indicator of the customer need identification which is  easily gotten through a marketing  orientation concept and research.  The  CAC places customer needs and wants first in decision making. The customer  is provided with the right information and services at the right time and in the right place. Marketing concept enables  CAC to analyze, maximize and satisfy customer demands. The organization   adopts  the structure that  determine if it is proper for it to adopt and implement the marketing concept or not.    All markets related activities are  placed in a corporate marketing department as a way of integrating the marketing department with other functional groups that will greatly increase a firm’s chances of success. The study recommends that the customer should be provided with the right information and services at the right time and in the right place.  Marketing concept practice should be such that enables CAC to analyze, maximize and satisfy customer demands.  Organizations must understand their customer and stay close to them in order to provide products  and services that customers purchase and use appropriately.  Customer satisfaction index should be the best indicator of the customer need identification which is easily gotten through a marketing  orientation concept and research.  The  CAC should place customer needs and wants first in decision making which does not imply that management should blindly follow every customer’s demands separately to avoid bankruptcy.  This decision ensurres that the marketing concept is adequately utilized and applied in the Corporate Affairs Commission. The study also recommend that  marketing concept should be integrated with other functions in CAC,  coordination among the major departments of an organization should be a pre-requisite for implementation of the marketing concept as it directs marketing activities towards the attainment of set goals. The organization  should adopt the structure that will determine if it is proper for it to adopt and implement the marketing concept or not.   Marketing from the Board of Directors to the least person in the organization should be in its  totality and indivisible business practice. Coordination among the major departments of an organization should be a pre-requisite for implementation of the marketing concept as it directs marketing activities towards the attainment of set goals.    The researcher  suggests that further study be done on the application of the marketing concept in the Nigerian National Assembly in order to know how it can result to effective service delivery in the Nigerian polity.