MARKETING CONCEPTS: A SURE WAY OF ENHANCING GROWTH IN THE SELL OF INSURANCE SERVICES

By

Publisher

Presented To

Department of Insurance

ABSTRACT
The objective of this study was to examine the extent and scope of the application of the marketing concept as a sure way of enhancing growth to the sell of insurance services. However, this study upon completion has come up with the following findings. That customers are always enthusiastic about the products of any insurance company that adopts the marketing concept in it’s marketing activities. This is because the company in industry do ascertain the need of the customers and worth towards satisfying their needs. This concept makes them market oriented rather than sellers – oriented.That what is responsible for the type of attitude on the part of the prospective insured is the type of product the company markets and the company’s goodwill. Customers do react positively to a particular company because of the product they market satisfies their individual needs and thus promotes the goodwill of the company. That the application of marketing concept by insurance companies has enhanced the marketing of insurance in Nigeria. That marketing concept can be successfully application to the insurance industry. This when applied will invariably lead to an increase in their sales volume. There is catconty that if a company produces and markets well, their sales volume is bound to increase. This is what insurance companies achieve through applying marketing concept to their marketing programmes. That the application of marketing concept the insurance industry by insurance operation has greatly enhanced production. Finally, it is absolutely necessary to incorporate marketing concept into the insurance industry.

TABLE OF CONTENTS
Title page                    ii
Certification                    iii
Dedication                    iv
Acknowledgment                     v
Table of content                    vii

CHAPTER ONE
Introduction                    1

1.1    Background of study                    1
1.2    Statement of problem                    8
1.3    Statement of hypothesis                    9
1.4    Objectives of study                    10
1.5    Significance of study                    10
1.6    Scope and limitation of study                    11
1.7    Definition of terms                    12

CHAPTER TWO
Literature review                    15

2.1    Introduction to insurance                     15
2.2    Main classes of insurance business                    18
2.3    Need and importance of insurance in and economy            25
2.4    Marketing concept                    28
2.5    Selling concept                    31
2.6    Marketing versus selling concepts                    33
2.7    Relevance of marketing concepts to an insurance industry.        35
2.8    Strategic marketing insurance  services                    36

CHAPTER THREE
Research methodology                    42

3.1    Area of coverage                                42
3.2    Sources of data                                 42
3.3    Sample size                                    43
3.4    Sampling procedure                            43
3.5    Method of data analysis                            43

CHAPTER FOUR
Data presentation and analysis                    45

4.2    Test of hypothesis i                             60
4.3    Test of hypothesis ii                            63
4.4    Test of hypothesis iii                            65

CHAPTER FIVE                   
Summary of findings, recommendation and conclusions.            69

5.1    Summary of findings                            69
5.2    Recommendation                                70
5.3    Conclusion                                     73
    Bibliography                                75

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