ABSTRACT
Nigeria as an importance and first growing country in Africa has in recent years acquired most important role in the work economy. Many banks and a number of financial institution have taken their rightful place in Nigerian economy.
This has resulted a change in test expectations and increasing sophisticated of the populace. The effect of this change is continuously affecting the mode and method by which the banks services are marked. This had created the need for a research work in this area “marketing of bank services in Nigeria” this work is needed to provide the union bank and other commercial banks the information regarding their mark and the extent of its development. This project therefore explores and endeavours to offer some insight of marketing in banking activities.
Finally, the research methodology, presentation and analysis of data, result and finding of the research were highlighted other areas like the limitation of the study, summary finding and conclusion were fully discussed.
TABLE OF CONTENT
Cover page
Title page
Approval page
Dedication
Acknowledgment
Abstract
Table of contents.
Chapter one
1.0 introduction
1.1 background of the study
1.2 statement of the problem
1.3 objective of the study
1.4 scope of the study
1.5 research questions
1.6 significance of the study
1.7 definitions of terms.
1.8 definition
Chapter two
2.0 literature review of related.
2.1 introductions
2.2 concepts of marketing and services
2.3 services marketing strategy
2.4 marketing mix and the Nigeria bankers
2.5 method of marketing banking services
2.6 Why marketing banking services
2.7 basic problems in marketing banking service
Chapter three
3.0 research mythology
3.1 population and sample of the study
3.2 methods of data analysis
3.3 primary data
3.4 secondary data
3.5 instrument for data collection
Chapter four
4.0 presentation and data analysis
4.1 presentation of data
4.2 data analysis
Chapter five
5.0 Summary, conclusion and recommendations
5.1 Summary of major findings
5.2 Conclusion
5.3 Recommendations
Appendix
Reference
INTRODUCTION
Marketing is becoming increasingly necessary in today’s bank competitive environment. Intensified rivalry from other institutions has caused banks to thinks seriously about how they can compete effectively.
This has led them to pay increasing attention to marketing techniques. The need for the marketing of bank services has become necessary in view of the continues change in the social economic technological and political environment and this has impacted on the shape and nature of markets served by the banking industry. Equally the increase in number of banks and other financial institutions and their operating branches has given rise to competition among institutions producing financial services. Also banks operate in a near perfect market. No bank can substantially influence the market price and there is the homogeneity in services rendered.
The marketing of banking services by the commercial banks requires a circulated and planned orientation with best blend and effect marketing mix to know what who where and how to tackle this ever dynamic situation for the survival of the banks and the achievement of their corporate objective. The marketing mix include pricing, product, promotion and distribution (place).
The achievement of the goals required a term of staff members who are zealous, enthusiastic, good spirited, have positive attitude, have the marketing concept as their watch word in their efforts to deliver the goods. Besides, marketing starts with identification of the customers need and not selling of goods and services hence the team of staff needed in modern day marketing of bank services need to be trained to have that orientation to enhance their performance in line with the set plan of the banks as a whole.
Moreover, marketing of bank services is not just seeing the services from the eyes of the banks user, but also being in the right at the right place. This entails planning, support of top management, important trend in banker of wide acceptance of the marketing philosophy.
