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Application Of Marketing Concept In A Non-profit-organization
[A CASE STUDY OF SECURITIES AND EXCHNAGE COMMISION ABUJA]
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2.3 ADOPTION PROCESS OF MARKETING CONCEPT
The
adoption process of marketing concept involves series of stop same
people will adopt an innovation quickly after the introduction, other
will delay for same time before accepting the new product, still other
may never adopt it.
Researchers have identified five categories of
individuals based on the relative time when they adopt a given
innovation. The categories one rather arbitrarily partitioned to
represent unit standard deviation form he average time of adoption.
These five categories
- Innovation
- Early adopters
- Late majority
- Laggards
Innovation:
These are venture some group include about (1-3%) of the market and
they are first to adopt an innovation. In relation to cater adopter, the
innovation are likely to be younger have higher social state and being a
better financial position innovator also tend to have broader more
cosmopolitan social relationship. They likely to rely more on in
personal source of information, including those extend to social system
that a sales people or other would of month.
Early adopters: they are
made at (10-15) at the market and they follow the innovation as
adopters, this adopters category include more opinion leaders, than any
other adopter group. Fairly adopters are greatly respected in their
social system. The agent of exchange†who seeking to speed up the
diffusion of a given innovation will often work through the early
adopters because they are not too far ahead of other in their early
adopter tend to be more integrated part of a social system.
Early
majority: Those groups are “don’t be last to use or accept any new
product or idea. These groups are a bit above average in social and
economic measures, it’s member rely guide a bit on advertisement sales
people and contact will early adopters.
Business firms in this
category beverage sized operations. The more deliberate group, the early
majority representing about (34%) of the market tends to accept an
innovation just before the “average adopter in a social systemâ€.
Later
Majority: They are usually the group that adopts an innovation in
response to an economic necessary or to social pressure from their
peers. They rely on late or early majority as source of information
advertising and personal selling are less effective with this group than
word of mouth. This group also constitute (43%) of the market.
Laggard:
These group are also referred to as tradition board group, their, point
of reference is what is done in the past. They tend to wait till a
product is almost out at circulation or its almost absolute before
accepting the need idea. The laggard are older and are of the low end at
the social and economic sales laggard constitute 16% of the market and
includes these who are the last to adopt an innovation.
At this
point we might recall that they are discussing only adopter (early or
late) at an innovation for most innovation they are still on awful lot
at people who are not included in our percentage. These are the people
who never adopt the innovation the non-adopters.
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ABSRACT - [ Total Page(s): 1 ]Marketing may very well be most significant activities in our society today. Your very existence if profoundly affected each day by a wide at marketing activities, the food you eat the cloth you wear, housing that shelter you and activities you engage in both in profit oriented organization non-profit oriented organization, manufacturing industries have been to some measures affected by marketing activities. The role of marketing in promotion of financial services is the topic for the rese ... Continue reading---
TABLE OF CONTENTS - [ Total Page(s): 1 ]TABLE OF CONTENTSTitle Page Certification Dedication Acknowledgement Proposal Table of contents CHAPTER ONE1.0 Introduction 1.1 Statement of study 1.2 Objective of study 1.3 Significant of the study 1.4 Scope and limitation of study 1.5 Limitation of study 1.6 Definition of study CHAPTER TWO2.0 Introduction 2.1 Meaning of marketing concept 2.2 Im ... Continue reading---
CHAPTER ONE - [ Total Page(s): 2 ]CHAPTER ONE1.0 INTRODUCTIONMarketing is a crucial human invention, it embraces the activities that we engage in to satisfy our economic needs and wont and it is therefore a universal belief that the survival and expansion of a marketing organization is largely a function.Thus, for marketing to take place, it is necessary that the following exist.a. Two or more parities who have unsatisfied wantsb. Some product or services and money be exchangec. Some means of communicatio ... Continue reading---
BIBLIOGRAPHY - [ Total Page(s): 1 ]BIBLIOGRAPHY CUNDIFF EDWARDETAL: Fundamental of Modern Marketing 4th Edition DRUCKER PETER: The Practice of Management Harper and Row York 1954. DOTLER PHILIP: Principle of Marketing Prentice. Hall INC Englewood Cliff. 1980. KOTLER PHILIP: Marketing Management Analysis Plano Practice Hall International INC London 5th Edition 1981. STANLONS .J. William: Fundamental of Marketing 6th Edition 1981 Marketing Journal: Volume 2 no 4 January March 1988 SALIU J.D Behavioral Aspect of ... Continue reading---
CHAPTER THREE - [ Total Page(s): 2 ]CHAPTER THREE3.0 RESEARCH METHODOLOGY This chapter provides an overview of the research methodology. This include a description of the research method employed in collecting the data that were analyzed to arrive at any conclusion in this project.3.1 POPULATION AND SAMPLE Population of the study is the sum of the entire subject or object that posses similar characteristics of interest of the study in question. Therefore, the population of the study is form (SEC).3. ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 9 ]Total above 9 indicates about 78% of the operators interview agreed that the services rendered by the organization needs to the improved in order to raise their quality was okay. While about 15% agreed that the services was very bad. Therefore, the quality of services rendered by the SEC is very bad and need improvement.Total 64 100Table 10 above indicates that 78% were always having the need to complain while 18% complained occasionally and 3% never had the need to complain. Th ... Continue reading---
CHAPTER FIVE - [ Total Page(s): 2 ]CHAPTER FIVESUMMARY, CONCLUSION AND RECOMMENDATION5.0 SUMMARY OF FINDINGS The preceding chapters of the research work examine the application of marketing concept a non profit marketing organization with reference to security and exchanging commission. The paper also went further to highlight the problems of marketing concept also that of SEC. the finding therefore indicate that the consumer were not communicated to through any of the promotional tools and also that the coopera ... Continue reading---
REFRENCES - [ Total Page(s): 1 ]REFRENCES KOTLER (1985) Marketing for Non-Profit Organization 2nd Edition Hall of INDIAN Private Limited New Diehi. DRUCHENER (1954) The Practice of Management New York Harper and row. STATON .J. (1981) Fundmental of Marketing 6th Edition New York, Mc. Grow Hill Book Company. EDWARD .W. (1985) Fundamental of Modern Marketing 6the Edition London Ward Limited. IBEKWE .D. (1984) Modern Business Management Onitsha 1st New Edition New Africa published company Limited ... Continue reading---
