CHAPTER ONE

1.0  INTRODUCTION

1.1  BACKGROUND OF STUDY

This it the starting point for improving the profitability particularly in the area of satisfying customers requirement. Hill et al (1971) the marketing concept calls for an extrovert approach to business. Having expressed more specially it state that customer orientation for an organization of the needs wants to behavior of customers and the integration of all corporate activities in the market place are the key to more profitable sales. The concept also implies that profitability of a company operation of its effort in over seeing to the marketing activities rather than other functional area such as production, finance marketing or personnel.

However, customer’s orientation of any business does not mean that firm should fragment its activities across a whole range of possible customers need to be broken down groups whose member have similar buying characteristics. A marketers should be quick at capitalizing or newly identified need on how consumers must be aware of the math and be persuade in a good math and some how the product must be available to consumers and appear more desirable than other competing alternative or substitute Ejionume 1993.

The tenant of the marketing concepts or sales morality dictate that all effort of the marketer should be guarded towards the satisfaction of the need for consumers more effectively and efficiently than competitions. The Nigeria post authority Plc is one of the numerous public government establishment set up by the federal marketing in Nigeria primary to provide utility to the public. It also undertake the delivery of document parcels keeping of valuables and money perittnces. The services rendered by NIPOST is very crucial and indispensable that all diligence is needed to deliver its to right quality at the right time, is the improvement in the services that necessitate the use marketing concept.

The marketing concept is a marketing philosophy which as attached the interest of various scholars its uses in delivery been given various interpretations is how goods and services can easily or convincingly reach the consumers. It is the research desire to discover the position of Nigeria Post Authority Plc as an institution and the services it rendered shall be investigated. It is expected to shows the context of satisfaction of dissatisfaction of the customers with services rendered by Nigeria post Authority Plc especially in Aba Abia state.

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