1.1. Background of the study
Marketing is an integral part of any
organization. This would help increase customer base and make an
organization very popular if adequately and properly done. Marketing is
the action or business of promoting and selling products or services,
including market research and advertising (Wikipedia, 2009). It can also
be a process for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society
at large. Organizations that want to be successful must do all it can to
have an effective and efficient marketing network.
Marketing isn't as simple as paid
advertising on television or in newspapers. Marketing is any technique
used to make the public aware of a company and what it has to offer over
its competitors. The variations of marketing activities are vast and
encompass almost every kind of media and company-initiated outreach.
Faith based organizations are organizations based on a particular
religious ideology, has religiously oriented mission statements and
often draws its activists (leaders, staff, volunteers) from a particular
religious group(Wikipedia, 2009). “Faith-based organization” currently
acts as broad shorthand for a wide spectrum of organizations that
deserve more specific treatment in the academic literature.
1.2 Statement of the problem
The activities of faith based
organizations in Nigeria have witnessed a steady decline in patronage
due to religious inclination of Nigerians. Since it’s a proven fact that
marketing improves other organizations that are not faith based.
1.3 Purpose of the study
The purpose of the study will analyze
the effects of marketing activities and Faith based organizations. The
following are the aims and objectives of carrying out this research
i) To examine the association between Need Identification and faith based organization.
ii) To examine the association between Service Quality and faith based organization
1.4 Research Questions
i) To what extent does Need Identificationrelate faith based organization?
ii) To what extent does Service Qualityrelate faith based organization?
1.5 Conceptual Frameworkof Marketing activities and faith based organization
Source: Conceptualized from literature, 2016
1.6 Research Hypothesis
HO1 There is no significant relationship between Need Identification and Customer Satisfaction.
HO2 There is no significant relationship between Need Identification and Market Share.
HO3 There is no significant relationship between Service Quality andCustomer Satisfaction.
HO4 There is no significant relationship between Marketing Communication and Market Share.
1.7 Significance of the study
This research work is based on marketing
activities and Faith based organizations. This study will be of
benefits and interest not only to faith based organization, but it will
be valuable to other service sectors in Nigeria as a whole. The study
will also be a source of secondary data to other researchers who wish to
conduct studies on related issues. It is also of great importance to
other organizations in that at the end of the study, they would
diligently make reference to this work and also take the necessary
measures to meet up with efficient and effective marketing activities
that will improve their levels of sales.The study at its completion will
help and improve both lecturers and students moral on the effective
ways to manage their organizations.
1.8 Scope and limitation of the study
This study is restricted to three
organizations in Port Harcourt, Rivers State and it’s focused on the
effect of marketing activities on faith based organizations. Financial
and time constraint in getting the enough data from respondents was a
major limitation of this work.
1.9 Definition of terms
Faith based organization(FBO): organization
based on a particular religious ideology, has religiously oriented
mission statements and often draws its activists (leaders, staff,
volunteers) from a particular religious group.
about communicating the value of a product, service or brand
to customers or consumers for the purpose of promoting or selling that
product, service, or brand. The oldest – and perhaps simplest and most
natural form of marketing – is 'word of mouth' (WOM) marketing, in which
consumers convey their experiences of a product, service or brand in
their day-to-day communications with others. These communications can of
course be either positive or negative.
activities are nothing but how you are going to handle the marketing
mix (price, product,place,promotion,positioning,people,physical
evidence) in order to market your product successfully. The various
activities involved in handling the above mentioned comprises the
an entity comprising multiple people, such as an institution or
an association, that has a collective goal and is linked to an external
Need identification is a
process where sales representative talks to his customer in the form of
a question and answer session to identify the gap that the latter wants
to fill for his business to grow and achieve the set-forth targets
Customer Satisfaction as the customer's perceptionthat compare their pre-purchase expectations with postpurchase perception.
Service quality as the
comparison of performance with ideal standards.As can be seen from this
review, service quality definitions are often focused on the customer.