Application Of Marketing Concept In A Non-profit-organization
[A CASE STUDY OF SECURITIES AND EXCHNAGE COMMISION ABUJA]

CHAPTER TWO
2.0    INTRODUCTION
    This chapter shall provide a brief explanation on the marketing concepts, its meaning and importance it will discuss the problem confronting see in the adoption of marketing concept.
2.1    THE MEANING OF MARKETING CONCEPT
    As we have noted several times and also as widely known that marketing goals is to provide satisfaction both to individual, consumer and to the society as a whole. Thus goal can therefore be achieved only through a proper understanding of consumer’s want and need, both presents and future, using this above knowledge, marketing will therefore helps to give proper and efficient directing to other activities within the firm. In a situation where there is no market to be satisfied, then there is a little or no reason to raise capital, line sales force to carryout the sales or marketing activities or even produce a product because any organization marketing comes first guiding the other function of the company or organization marketing comes first guiding the other function of the company or organization by the virtue of its knowledge at the market serves.
The above fundamental principle is he underlining of marketing concept, the view that the focal point of the firm is the consumer.this orientation can be captured is slogan like “THE CONSUMER/CUSTOMER IS THE KING” with this many successfully and rising company realize that serving their customer rather than their owe interest is the basis for the existence of their organization other example that express the above point of view are:
Mecdonald’s             “WE DO IT FOR YOU” 
United airlines            “YOU ARE BOSS”
Equitable life assurance     “NOBODY ELSE LIKE YOUR SERVICE”
Universal trust bank    “TRUST IS OUR MIDDLE NAME”
Weman bank    BIG STRONG RELIABLE”
NICON Hilton hotel    “LETS SPOIL YOU A LITTLE”
Although marketing concept varies according to author of different books some definition of different author would be examined for the purpose at this research work. According to miccarty parralit marketing concept means that an organization aims all its efforts at satisfying  its customer better at a profit “that is marketing orientation.
Williams j. station (1981) defines marketing concept as a “philosophy of business that state customers satisfaction is the economy and social justification for a firms existence consequently, the company or organization activities or effort should therefore be devoted to finding out what the needs with available goods or services while marketing a profit over the long run. Joseph p. gultinah and Gordon Paul in their own write that “marketing concept focuses all the activities of the organization on satisfying customers need by integrating these activities with marketing to accomplish the organization long ranges objective: the distinction between this approach and the product and sales  orientation has been described thus.