TABLE OF CONTENTS
Title
Page i
Certification ii
Dedication ii
Acknowledgement iv
Proposal v
CHAPTER ONE
1.1 Introduction 1
1.2 Statement of the problems 1
1.3 Aims and Objectives
of the study 2
1.4 Scope of the study 2
1.5 Definition of terms & concepts 3
1.6 Limitations of the study 4
1.7 Research Hypothesis of the study 4
CHAPTER TWO
2.0 Literature Review 6
2.1 Marketing Mix 15
2.2 Impact of marketing on banking services 22
2.3 Importance of marketing 23
CHAPTER THREE
3.0 Research methodology 24
3.1 Method of data collection 24
3.2 Historical background of the case study 25
3.3. Organizational structure of UBA Plc 27
3.3 Selection of participant 33
CHAPTER FOUR
4.0 Research Design 37
4.1 Analysis and data presentation 37
4.2 Test of hypothesis 52
4.3 The impact of UBA marketing strategy on
services
CHAPTER FIVE
5.0 Findings 70
5.1 Summary 71
5.2 Recommendation 72
5.3 Conclusion 74
5.4 Questionnaire 76
References 82
ABSTRACT
This research will be based on the
impact of marketing in services industry. (A case study of United Bank of
Africa Plc).
Marketing is an actually directed at
satisfying customers needs and wants through exchanging transaction in the
marketing. According to American Marketing association officials, they define
marketing as performance of business from the producer to consumer, and
financial setting that deals with provision of financial (money) services to
their customers, government, as well as general public.
The impact of marketing in every
financial institution with special interest in the banking industries can never
be over emphasized.
Marketing helps the financial
institution (Bank) over stiff competition within and outside the industry.
Bank must adopt following positive
marketing approach.
-
Process of marketing
-
Market segmentation
-
Marketing Mix
-
Branch marketing program etc
In
order to withstand or complete with other type of financial institution not
just only with bank life itself and to effectively and efficiently accomplish
the organization goal and objectives.
CHAPTER ONE
INTRODUCTION
There have been a lot of services offer
in Nigeria
and even in the world from the creation of the world business services can be
classified in two we have profit making organization and non profit making
organization services. Profit making are those business done in other to make
profit they are profit oriented while non-profit making service are for
humanization welfarerism of people such as church, mosque and social services.
1.2 STATEMENT OF THE PROBLEM
The statement of the problem is to
examine the relevance of marketing to services of the banking industry and also
to know how the marketing mix element have been used to satisfy the customers
and thereby improving to effectiveness and efficiency of the banking industry
through the use of public marketing it also help in hiring advices to a better
way of improving the banking efficiency of the banking industry through the use of pack marketing, it also
help in hiring advices to a better way of improving the banking efficiency, if
they have not use the marketing mix or have no channeled a mix in proper way.
1.3 AIMS
AND OBJECTIVES OF THE STUDY
The aims of this topic is to know the
extent the survival of customers financial needs and effective marketing is the
only way out. Also to understand air system, evaluate its strength and weakness
and appreciate its unique and quantities.
-
Knowing the services of UBA
-
Critically examine the relevance of
marketing and tools applied to services marketing of UBA
-
Identifying the marketing strategies to
the bank.
1.4 SCOPE
OF THE STUDY
The study is expected to cover the area
of operation of Banks that is its services offered and its marketing in Nigeria; it
will study the effect of the 4ps of marketing in relationship with the
customers.
It will highlight position of the company
as regards the problems faced by the economy and the live and take a closer
look at the management mix bag.
1.5 DEFINITION OF TERMS AND CONCEPTS
Marketing:
Marketing is the delivery of consumer satisfaction at a profit.
Marketing Mix:
Marketing mix defined as the combination of decision on the elements of
marketing that spells out the marketers strategy.
Product:
Product refers to as anything that can be offered to a market for attention
acquisition or consumption that might satisfy a want or need.
Services:
Any activity or benefit that are one party can offer to another that is
essentially intangible and does not result in the ownership of anything.
Industry:
An industry can be defined as those economic activities which involve
transformation of basics or semi processes inputs into new product in order to
satisfy the needs and want of the customers.
Marketing:
is the set of actual and potential buyers of a product.
1.6 LIMITATION
OF THE STUDY
The research will have some limitation
factors which would not enable it to be better of than those as you know the
human being are problem oriented or can not do without limitation. The
limitations of the study are time, human resources, financial problem and
materials.
1.7 RESEARCH
HYPOTHESIS OF THE STUDY
According to the advanced learner’s dictionary,
hypothesis is a statement of idea, suggestion put forward as a starting point
of reasoning and explanation, hypothesis are subject to senses of test before
they could either be accepted or rejected.
For the purpose the research study one
hypothesis will be put forward.
H0: marketing will not make an impact on services
industry
Hi: Marketing will make an impact on services
industry
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