ILORIN JOURNAL OF SOCIOLOGY
ISSN 117-9481
Vol. 2 No. 1
JUNE 2006
A PUBLICATION OF THE DEPARTMENT OF SOCIOLOGY,
UNIVERSITY OF ILORIN,
ILORIN, NIGERIA.
EDITORIAL BOARD
Dr. Joseph O. Fayeye
Dr. N. Yusuf
Dr. S. Metiboba
Mr. R.A. Seniyi
Mr. M.A. Adebisi
-
Editor-in-Chief
Deputy Editor-in-Chief
Associate Editor
Associate Editor
Associate Editor
EDITORIAL ADVISERS
Professor Mustapha C. Duze
Department of Sociology,
Bayero University, Kano.
Professor Patrick Edobor Igbinovia
Department of Sociology and Anthropology,
University of Benin, Benin City.
Professor Mark Anikpo
Department of Sociology,
University of Port Harcourt, Port-Harcourt.
Professor Femi Odekunte
Department of Sociology,
Ahmadu Bello University, Zaria.
Professor I.V.O. Modo
Department of Sociology/Anthropology,
University of Uyo, Uyo.
Professor Layi Erinosho
Social Science Research Institute.
Abuja.
ii
Professor E.A. Oke
Department of Sociology,
University oflbadan, Ibadan.
Dr. Omololu Soyombo
Department of Sociology,
University of Lagos, Lagos.
Professor Salisu Abdullahi
Department of Sociology,
Bayero University, kano.
EDITORIAL POLICY
The manuscript should be written in English Language and not
exceed twenty (20) pages of quarto-sized paper. Three double-spaced hard
copies and well formatted diskette of the manuscript are expected from
contributors.
All figures and illustrations should be professionally drawn about
twice the final size required. Photographs, maps, charts, and diagrams
should be referred to as "Figures" and numbered consecutively as they
appear in the text - their positions in the manuscript should be indicated.
Tables should be submitted on separate sheets of paper, numbered
consecutively, and have informative titles. Their positions in the manuscript
should be indicated.
Transmitted letters to the Editor in Chief should contain the following
affirmation.
"For good and valuable consideration, the receipt
and sufficiency of which is acknowledged, the
undersigned author(s) hereby transfer, assign or
otherwise convey complete and total right of
ownership to the Department of Sociology,
University of llorin for reviewing, editing and, in its
sole discretion, if it deems it advisable publishing it
in ILORIN JOURNAL OF SOCIOLOGY"
Manuscript submitted for publication and editorial inquires should be
directed to the Editor-in-Chief, llorin Journal of Sociology, Department of
Sociology, University of llorin, P.M.B. 1515, llorin, Kwara State, Nigeria.
iv
TABLE OF CONTENTS
Editorial Policy.................................................……………
iv
Olutayo, A.O. (Ph.D).......................................…………….
Rural Social Relations and Africa's Development.
1
Tile, W.S. (Ph.D)............................................……………...
The Need for Structural Integration of Healthcare
Professionals in the Development of Health Services in
Nigeria.
15
Soyombo, O. (Ph.D)........................................…………….
The Trivialization of Corruption in Nigeria.
29
Saliu, K.O. (Mrs.)............................................……………..
Mass Media and the 1993 General Election in Nigeria:
A Critical Analysis.
54
Ijaiya, G.T. (Ph.D)...........................................……………….
Poverty and Women in the Poor District of Nigeria:
A Qualitative Analysis of the Perception of Old
Women in Kuntu District of llorin Metropolis.
64
Oshodi, A.F...................................................………………..
Diversification of the Nigerian Economy: A Panacea
for Rapid Economic Growth.
79
Balogun, I.O................................................………………….
92
Gender Disparity in Employment and Welfare in
Nigeria: An Appraisal of Nigerian Universities Academic Profile.
Yahaya, LA. (Ph.D)........................................…………………
104
The Effects of Cognitive Restructuring on the Attitudes of
Secondary School Students in llorin Toward HIV/AIDS Patients.
v
Olujide, J.O. (Ph.D) and Gbadeyan, R.B.............…………………
Social Marketing Concepts and the Nigerian Situation.
118
Bello.M.L.......................................................……………………….
Globalization and Democratic Consolidation:
The Nigerian Experience.
126
Saliu, H.A. (Ph.D)...........................................……………………...
The United Nations, New Agenda and the Changing World.
143
Kasum, A.S., AbdulRaheem, A. and Olaniyi, T.A……………....
Queue Efficiency in Nigeria Banks.
162
Igube, R.I. (Ph.D)............................................……………………..
Institutional Sexism in Commercial Banks and its
Implication for Human Resource Development in Nigeria:
The Case of Women Managers.
173
Saliu, H.A. (Ph.D) and Muhammad, A.A..............……………….
Political Parties and Democratic Sustenance in Nigeria.
196
Fayeye, J.O. (Ph.D)…………………………………………………..
Memorial: "What's in a Name"... Professor J.A. Sofola's
Contributions to Sociological Tradition.
217
vi
SOCIAL MARKETING CONCEPT AND THE
NIGERIAN SITUATION
J.O. Olujide, Ph.D
And
R.A. Gbadeyan
Department of Business Administration,
University of llorin, llorin.
Introduction
The concept of social marketing came into existence about three
decades ago. The concept was the brain-child of Kotler and Zaltman (1971),
and since then, there have been a lot of researches conducted on social
marketing by others such as: Lazer and Kelley (1973); Sheith and Wright
(1974); Laczniak, Lusch and Murphy (1977); Gutman (1978); Rothschild
(1979); Bloom and Novelli (1981); and Gbadeyan (2003) for brief discussion
of these works.
Social marketing can be regarded as the marketing of social ideas.
The idea can be in such areas like public health campaign against smoking,
alcoholism, drug abuse, environmental campaign against air, water pollution,
desert encroachment and social campaign like human rights, family planning
and racial equality.
The whole of idea of social marketing is to educate people about
something, for example (the nutritional value of Soya beans) or create
enlightenment about government action or policy (for example the expanded
programme on immunization campaign) or change a basic belief of the
people (i.e. making Nigerians to buy made in Nigeria goods) or change
people's behaviour (i.e. make people use auto seat belt).
Kotler (2001) explained that every market offering includes a basic
idea at its core. He further said that products and services are platforms for
delivering some of these ideas and benefits. Marketers therefore must
search hard for the core need they are trying to
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satisfy. A church for example, he noted must decide whether to market itself
as a place of worship or a community center. In these two cases, the design
of the church will be different depending on the choice. The term social
marketing therefore consists of "the design implementation, and control of
programme seeking to increase the acceptability of a social idea, cause or
practice in a target group", (Kotler 1975, Kotler and Armstrong, 1987).
In its effort to maximize target group response, a social marketer
utilizes market segmentation, consumer research, concept development,
communications, facilitation, incentive and exchange theory. In contrast to
ordinary business marketing, social marketing has more of the characteristics
of a change technology than a response technology. It seems to be based on
the selling concept rather than marketing concept The social marketer,
attempts to understand why consumers use a particular product, the
pleasure derives in using the product and what difficulties are encountered in
given off the product (Awarun 1998) As stated earlier, the main objective of
this paper is to examine the relevance of the concept of social marketing in
the Nigerian context. In order to achieve this objective the remaining part of
this paper is divided into the following sections. Section 2 examines the
distinction between selling concept and marketing concept; Section 3
discusses social marketing in the context of the Nigerian situation, while
Section 4 gives the concluding remarks
The Selling concept and Marketing Concept
The selling concept holds the view that consumers and business if
left alone, will ordinarily not buy enough of the organization products. The
organization therefore, needs to undertake an aggressive selling and
promotional effort. This concept is practiced most aggressively with unsought
goods (i.e. goods that buyers may normally not think of buying) for example
insurance, encyclopedias, funeral plots etc. In Nigeria, most insurance
companies rely on their salesmen to get more customers The insurance
salesmen move from one office to another or one place to another, to
prospect for clients In the course of their discussion they
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try to make their potential customers know the benefit to be derived from
taking up an insurance policy with their company
Selling concept is practiced in non-profit area by fund raisers, college
admissions offices and political parties. Funds can be raised by clubs,
associations, individuals and communities. The llobu day and Ha Orangun
day were recent examples of the annual ceremony organized by some
communities to honour their indigenes, pay homage to their kings, felicitate
together exchange banter, have cultural parade and raise money for
development projects in the towns. Schools, both post primary and tertiary
institutions mark their anniversary day and use the event to pay back in kind,
to their alma matter, a little out of the abundance they have drawn from the
school, for example. November 30. 2002 was the 40th anniversary of St.
John's Grammar School, lle-lfe The day saw generations of students who
passed- through the school several years ago exchanging pleasantries. The
last April general election witnessed wealthy Nigerians turning campaign
fund raising events to jamborees. The People Democratic Party opened the
flood gate with N1.8 billion cash, another pledge of N2 billion from "corporate
Nigeria" and a 727 jet injected into the president's campaign. Fund raising
dinner was organized for the re-election campaign of Delta State Governor,
fetching him N1.8 billon. Lagos State Governor also realized N1.3 billion at
his fund raising dinner. A similar scenario played itself out in other states and
political parties in the country The occasions were used by political parties to
vigorously sell their candidate to voters. The candidates move through voting
precincts from early morning to late evening, shaking hands, kissing babies.
meeting donors and making speeches. Countless millions of naira are spent
on radio and television advertising, posters and mailings. Most firms employ
the selling concept when they have over capacity and their objectives is to
sell what they make rather than make what the market wants (Tell Magazine.
2003 and Kotler, 2001).'
The marketing concept on the other hand, holds the view that the
key to achieving its organizational goals consists of the company being more
effective than competitors in creating, delivering and communicating
customer value to its chosen target markets. Kotler (2001) said that
marketing concepts rest on four pillars; target
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market, customer needs, integrated marketing and profitability. In trying to
make comparison between selling and marketing concept, Kotler explained
that the selling concept takes an inside-out perspective. It starts with the
factory, focuses on existing products and calls for heavy selling and
promoting to produce profitable sales. The marketing concepts takes on
outside-in perspective. To starts with a well defined markets, focuses on
customer needs, coordinates all the activities that will affect customers and
produces profit by satisfying customers. These are summarized as follows:
Target Market: It is an essential ingredients to success for companies to
choose their target market(s) carefully and prepare tailored marketing
programmes.
Customer Needs: Most customers have needs of which they are not fully
conscious or they can not articulate these needs or use words that require
some interpretation. Examples of these include: when consumer talks about
an inexpensive" car. a 'good' drink, and 'attractive' wedding suit, a 'strong
and reliable' bank, a 'powerful' church or an 'anointing' man of God.
At this juncture, a distinction needs to be drawn between responsive
marketing, anticipative marketing and creative-jnarketihg. A responsive
marketer finds a qrtated need and fills it. An anticipative marketer looks a
head into what needs customer may have in the near future and a creative
marketer discovers and produces solution. Sony offers a good example of a
creative marketer because it introduces successful new products that
customer never asked for or even thought were possible. Walkman. Video
Camera, Compact disc etc it is important that target customers are satisfied
because a company's sales come from two groups: new customers and
repeat customers.
Integrated Marketing This is a situation when all the company's
departments work together to serve the customers interest. This can take
place on two levels:
(i)
In situation where the various marketing functions work together, and
(ii)
Marketing must be embraced by the other departments, they must
also "think customer'.
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Teamwork among all the departments can be made possible by
carrying out internal and external marketing. External marketing is marketing
directed at people outside the company, while internal marketing is the task
of hiring, training and motivating able employees who want to serve
customers well. Infact, both types of marketing are carried out by most firms
like Lever Brothers (Nig) Plc, Patterson and Zochonics Plc, Guinness
Nigerian Plc, Nigerian Bottling Company Plc, Nigerian Breweries Plc and
MTEL Communications Plc to mention but a few. Internal marketing must
precede external marketing, because it makes no sense to promise
excellence service before the company staff is ready to provide it,
Profitability: The ultimate purpose of the marketing concept is to help
organizations achieve their objective, incase of private firms, the major
objective is profit while in non-profit and public organizations, it is surviving
and attracting enough fund to perform useful work. Private firms should not
aim for profit as such but to achieve profit as a result of creating superior
customer value.
A company makes money by satisfying customer needs better than
its competitors. Example of few companies that practice the marketing
concept and can be regarded as master marketers include: Procter and
Gamble, Disney. Nordstrom. Me Donald's and several Japanese (Sony,
Toyota. Canon) and European companies (Electrolux Nokia, ABB, Lego,
Marks and Spencer). The companies focus on the customer and respond
effectively to changing customer needs. They all have well staffed marketing
department and all their other departments also accept that the customer is
king (Kotler, 2001).
Social Marketing in the context of the Nigerian situation
The idea of social marketing is very new in Nigeria but either
consciously or unconsciously people have been involved in social marketing
activities. The Governments at various levels have been involved in such
social marketing activities like public health campaign against Smoking, Drug
Abuse and Acquired Immune Deficiency Syndrome; Campaign for
Immunization, Family Planning and Mass Literacy, Road Safety etc.
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Political parties and organizations are involved too, in social
marketing activities in Nigeria. Political candidates for instance after getting
nominations from their respective political parties organize political rallies and
campaigns for their election, and through this make known their manifestoes
and programmes to the people. The candidates also use the print and
electronic media to create awareness for their political ambition
There are organizations involved in funeral arrangements like
providing ambulance services, caskets and funeral undertaking services. We
have organizations that offer also humanitarian services to the people, in
form of Community Development Association. Clubs and Voluntary
Organizations, and those that organize crusade or Jihad to win soul for God.
Their services are social marketing activities.
The sales of hard drugs, prostitution, abortion, bribery and use of
hire killers are also social vices which can be considered as targets for social
marketing activities too.
Social marketing activities can be desirable or undesirable as
discussed above. As a social marketer, it is very important that desirable
social marketing activities are encouraged or promoted while undesirable
social marketing activities should be discouraged. Therefore, the concept of
social marketing despite its popularity in developed countries has remained
not very popular in Nigeria and hence makes little or no meaning to the
average Nigerian. As far as we are concerned, it is only relevant to very few
ones and hence may take a long time for people to know more about.
Concluding remarks
It must be noted that though marketing was first conceived as
involving solely selling of physical products and services for the purpose of
helping consumers to satisfy their needs, in accordance with the long term
profit objective of the firm, however, recent developments have shown that
marketing covers other marketable entities like ide«!& organization places
and persons. Social marketing is new but has been successfully applied in
some area that are of benefit to ttie society The future offers more challenges
for its use not only by individuals, groups and organizations but
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government and other policy makers. Its relevance no doubt will make it to
continue to be an important discourse in marketing and other related
discipline most especially, social sciences and humanities.
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