CHAPTER ONE
INTRODUCTION
Background of the Study
Marketing is the anticipation management, which satisfies human wants through exchange process. The system of marketing of insurance service in universal banking environmental by the central bank of Nigeria, in January 2001, in its monetary and fiscal policy guidance, as response to this enactment, certain banks in order to run effectively insurance service have by way of acquisition bought over same issuance companies and incorporates them as subsidiaries in their organization. This action execute by these banks, may eventually have an impact on the insurance industry as a whole. The research work was conducted, to see it there is actually any from of impact whatsoever on the industries due to the action. The research consulted some publication in relation due to this topic and also staged can transitive interviews with certain practitioners in the insurance industry and eventually come out with reasonable conclusion and proper recommendation in regards to this topic.
The landscape of financial services, particularly in the realm of insurance, has undergone significant transformation with the advent of universal banking. Universal banking integrates traditional banking services with various financial products, including insurance, thereby reshaping the dynamics of how insurance services are marketed and perceived in the market.
There are number of projects written a marketing of insurance service in universal banking environment. But as far as know, a comprehensive work has never been written from that aspect of identifying these problem an marketing these insurance service challenges and making ways to find prospect of suggest possible solution to the general public. The insurer the insured and the insurance industry at large.
The insurance industry has a critical role to play in economic development of the country. It is in recognition of this fact that the federal government granted approvals for the establishment of more insurance companies. Therefore, insurance business has grown by leaf and bounds since 1960 when the
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