TABLE OF CONTENTS
of the study
/ justification of the study
and limitation of the study
of the key term
plan of the study
background of the case study
important and development of marketing
(Selling) function of commercial banks
offer by first bank plc
between marketing of banking services and marketing of other consumer or
presentation and analysis
Deposit mobilization is the bedrock of
the present future growth of banks. In the past emphasis was on marketing and
distribution of goods but with recent development which arises due to
technological economical and social changes as well as changes in the people
expectation marketing of financial services has gone beyond these for the continuous
survival of financial institution.
The traditional approach to banking
began to chances as bankers come to realize that marketing has a role to play
in any modern organization whether such organization is profit oriented or not
profit oriented. The role of marketing becomes important in Nigeria as the
business of banking grow from the function of taking deposit; lending money
transmission service to include a host of other financial services. Profit
making activities in an organization is very important, profit have to be made
ensured survival and to finance development.
In an organization like commercial banks
profit marketing strategy in business. It involves the effort to understand and
satisfy the need of both present and potential customers. In order to satisfy
customer, the need for the application of different element knows as marketing
The marketing mix which can be define as
the combination of element which must be linked of mix of together in a unique
manner of devise marketing strategy. Decision made in each of these arenas are
design to provide the most promising means of meeting the needs of target
market, that is a well defined set of customer whose needs the marketing want
The banking industry in Nigeria is
highly competitive, the establishment of new bank like Oceanic bank, Zenith
bank, Diamond bank etc. in recent years and the opening of numerous rural
branches by the bank has increases
completion within the banking industry. The completion centers around quality
of services provided location, building and tradition, contracts, other area of
competition include innovation and adoption of modern technique like
computerization of their services.
Unlike the marketing of tangible good
whose main task is to formulate strangles for pushing their goods to the final
consumers, marketers of banking service have tow to achieve in their marketing
The primary function is to mobilize
funds for lending purpose by an accepting various account like savings time or
fixed deposits and current demand deposit.
These functions are not limited to the
trust banking alone. Furthermore the marketers of banking service also needs to
design strategy for investing their funds just like marketers of tangible ways
were each subset may be regarded as largest market. The banking market is also
segmented into money and capital market and this according to the type of
financial and required by the customers.
1.2 STATEMENT OF RESEARCH PROBLEM
Banks, in their efforts to provide
essential and continuous banking services to their customer, are often facing
with numerous problems. These include persistent long queries by customers,
system of initial control, stringent lending policies, and unnecessary delay in
clearing cheque and bank staff in difference to their customers.
The bank pleases against these serious
accusation infact blamed the environment in which they operate some negative
aspect of this environment include fraud impersonation cheating material and
Furthermore the problem of developing
nations with a massive population whose literacy is very low. In spite of the
fact that the first bank of Nigeria plc some marketing technique like and
regiment sales promotion, the extended to which these technique and tools are
been systematically used to eliminate customer complains yet to be known. In
addition ways in which marketing can be integrated into banking business and
the extent to which the marketing can contribute to the improvement of banking
efficiency and effectives one area is which little work has to be done in Nigeria. It is
a result of all these that promoted the needs to carryout these that promote
the needs to carry out this research.
1.3 RESEARCH QUESTIONS
1. What do you understand by the term
2. What are the five major factors militating
against effective bank marketing in Nigeria.
3. What strategic option will you recommend
for reorganizing your bank services?
4. What is the size of the market for a
particular bank service.
5. What are the trends in the market?
How does the new service is more
profitability than the old service.
7. What is marketing mix
8. What are the roles of marketing mix
9. What is market segmentation?
10. What are the basic requirement for effective
1.4 OBJECTIVE OF THE STUDY
Marketing of banking services goes
beyond selling banking services it involves a careful cultivation of the
existing connecting and seeking for the correction and advantage of bank and it
customer like seeking to make the best use of the bank presence in its
aims of this study is to examine the role of
deposit mobilization through market in banking sector and to determine
the extent to which first bank of Nigeria Plc market it service to this end the
study shall examine.
implementing marketing extent services in first bank and to find out the extent
to which these service meet the customer satisfaction.
differentiate marketing in banking, marketing consumer or industrial good and
service and manufacturing organization.
extent first bank of Nigeria plc market service in terms of employing marketing
technique for mobilizing their customer, increasing their patronage and
improving efficiency and effectiveness of their operator.
1.5 RESEARCH HYPOTHESIS
This is a statement that should be
either accepted or reject based on available sample data.
This hypothesis is always formulated in
two (2) ways;
– Deposit mobilization through marketing does not have positive effect in
Deposit mobilization through marketing have a positive effect in banking
1.6 SIGNIFIANCE OF THE STUDY
The study is important because is
carefully improving and assess deposit mobilization through marketing of
banking service in Nigeria.
The study has acquainted researcher with the role and contribution forward
deposit mobilization through banking services.
The study helps to improve the
performance and maintain bank customer relationship.
It will be of benefit to the government
in the area of policy making. It will help them in implementing policies that
will favour the service in the banking sector and also them to help in
improving the banking services in any
It will be of great importance to the
community by enlightening them of the improvement of Deposit mobilization in
banking sector, to increase productivity and relaying their objectives which
will help them, and to satisfy their customers.
Students in higher institution will
also, the outcome of this project as relevant material in their field of study.
Researcher will benefits from the research work because it will enlighten such
student to some areas of the study that enable him/her to improve in knowledge.
1.7 SCOPE AND
LIMITATION OF THE STUDY
The Scope of the study is the deposit
mobilization through marketing of banking services (A case study of first bank
of Nigeria Plc.).
But, there will be some limitation to
this study which include time constrain, financial constrain, inadequate
material, human complexity etc.
constraint: time is another constraint as the researcher may be faced with
other commitment and this might not give the researcher enough time to
concentrate on the research work.
constraint: to carry out research, it requires a lot of money for a better
work, but, in this research work only little fund is available to carry it out.
materials for a researcher to derive at a good research worth, he must gather
an adequate text book. However, effort will be made to ensure that materials
above constrain do not affect the effective & completion of the research
Complexity: The researcher is faced with complex nature of humans, which he is
dealing with. This nature involves, personality, social status, environment
factors and life style.
problem of sampling from the population of the study may also be encountered.
This can be due to areas to be covered, how to reach the population and even
the sincerity in response to the information required.
1.8 DEFINITION OF KEY
1. Bank: A bank is a financial market
institution which accept money, safeguard deposit of money from customer, which
permit to be withdraw or transfer from
one account to another and it lands surplus of deposited money to customer who wish
2. Service: Can be defined as organized system
to provide for the need of public service are those separately identifiable
essentially in tangible activities that provide want satisfaction.
3. Interest: This is money paid either loan of
for, the someone else money.
4. Treasury: It is a safe in strong room for
where cash and other valuable document of bank are kept.
5. Voucher: These are paying in slip cheque
debit and credit and other document from which account are posted. It is a book
where account are kept.
6. Commercial Bank: These are bank that offer
full banking services to commercial, industry and other sector of economy.
These service include current saving, foreign exchange and fixed deposit
7. Strategy: It is a particular plan or way
for achieving good of an organization. It refers to the statement of long term
causative to be achieving that is the end of which the organization intend to
8. Customer / Consumer: These are the category
or group of people, the organization intend to satisfy in order to achieve the
organizational goals and objectives.
9 Modification: This is a process of
changing the usually way and manner of doing thing which is not completed
different from ways.
10. Motivation: this is act of promoting on
individual to act has desire way.
11. Liquidation: This is a situation whereby an
organization is unable to meet its hors term financial obligation as they
mature, there by leading to the realization of its assets in setting the debts.
12. Profitability: This is the ability of
business of an organization to earn greater on much return on investments.
13. Perception: This is becoming aware of the existence of something
through the sense.
1.9 ORGANZIING / PLAN
OF THE STUDY
The structure of this project is divided
into five chapters.
Introduction, Statement of problem,
Research Question, Objective of the study, Research hypothesis, significance/
justification of the study, scope and limitation of the study, definition of
the key term, organization plan of the study.
Literature review, historical background
of the case study, what is marketing, the marketing mix, marketing channels,
marketing segmentation, the important and development of marketing, marketing
(selling) function of commercial bank, public relation, setting, standard of
service, service offer by first bank PLC,
Difference between marketing of banking service and marketing of other consumer
or industrial product.
Research methodology, Research
population, sampling techniques, statical techniques employed, validity and
Data Presentation and analysis of data
Summary, Conclusion and Recommendations, References.