A large number of studies have been done to determine strategies to tackle poverty in Nigerian context, however quite a few focused on marketing approach to the problem. Accordingly, this paper seeks to determine empirically the adoption of marketing mix model for reducing poverty incidence in Nigeria. Quantitative survey research design was adopted for the study. Questionnaire was used to collect data from 240 selected Nigerians who earn below 1 dollar a day in the six geo-political zones of Nigeria. Face and content validities of the questionnaire were ascertained. Reliability of the instrument was supported using Cronbatch alpa test which show 0.84 coefficient. Logit regression analysis was used to test the hypotheses. Results show that poor quality of poverty alleviation products, poor pricing, poor marketing promotion, poor distribution, poor people, poor processes and poor physical evidence have significant positive influence on poverty incidence in Nigeria. Improvements in these weak marketing mix variables were recommended in order to improve poverty syndrome in Nigeria.

This study seeks to assess the marketing implication of the revised operational guidelines on bancassurance referral model in Nigeria particularly in terms of how the model can affect customers’ patronage of Insurance companies. The objectives of the study include; (i) to determine the influence of bancassurance referral on customers’ patronage of insurance products; (ii) to ascertain how customer loyalty moderate the influence of bancassurance referral on customers’ patronage of insurance products; and (iii) to assess how the perceived service quality of the deposit money banks moderate the influence of bancassurance referral on customers’ patronage of the insurance products. Quantitative survey research design was adopted for the study. By gathering primary data from 170 banks’ customers and 68 bancassurance desk officers of insurance companies using structured questionnaire; and using structural equation modelling for testing and analyzing the gathered datasets, findings revealed that bancassurance referral model has significant influence on customers’ patronage of insurance products and both customer loyalty and perceived service quality of the banks significantly moderate the influence of bancassurance referral model on customers’ patronage of the insurance products. It was recommended that insurance companies that want to go into bancassurance relationship with any bank in Nigeria should choose banks characterized by large number of loyal customers and high perceived service quality.

This study examined 'Sales force -Customer Relationship and Ethical Behaviours in