MOBILIZATION THROUGH MARKETING OF BANKING SERVICES
Deposit mobilization is the bedrock of the present and future
growth of all banks and marketing has been on essential element in the
management of modern banking in Nigeria.
In purpose of this study is to examine the growth of banking
services and to analysis the marketing effect and the extent to which marketing
can improve the efficiency of services in the first bank of Nigeria plc.
The way of implementing marketing services and the extent to
which these services meet, the customers satisfaction. The differences between
marketing in bnaks, marketing customers or industrial goods and manufacturing
organization. And the extend to which first bank market its services in terms
of employing market techniques to mobilizes the customers, increase patronage
and improving efficiency and effectiveness of their operations.
This research work can be groups into five chapter
It deals with the introduction, statement of general study, objectives of the
study, scope and limitation of the study, significance of study brief history
of first Bank and definition of terms.
will treat literature review, historical development of banking in nigeria,
emergence of first bank of nigeria, what is marketing, the marketing mix,
marketing function in commercial banks challenges of marketing and funds
mobilization, public relations, selling, standard of services, services offered
by first bank plc, and difference between marketing services and marketing of
other consumer or industrial product.
three: it deal with the research methodology, research
population, sampling techniques, statistical techniques employed, validity and
four: It contain the data presentation and analysis and
summary of findings
five: will discuss the summary, conclusion and
TABLE OF CONTENTS
Statement of research problem
Objectives of the study
Scope and limitation of the study
Definition of the terms
Mergence of first bank of Nigeria
What is marketing
The marketing mix
Marketing (selling) function in
Challenges of marketing and find
Service offer by first bank
Difference between marketing of banking
service and marketing of other consumer or industrial product and services.
Method of data collection
Data presentation and analysis
Historical development of banking in Nigeria
Organization chart of case study
Result of findings
Recommendation of findings
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 duet o technological economical
and social changes as well as changes in the people expectation marketing of
financial services has gone beyong these for the continuous survival of
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 become important in Nigeria as the business of banking grow from
the function of taking deposit; lending money transmission services to include
a host of other financial services. Profit making activities in an organization
is very important, profit have to be made ensure survival and to finance
In an organization like commercial banker profit marketing
activities is a function of intelligent marketing strategy in business. It
involves the effort to understand 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 mix.
The marketing mix which can be defined 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 areas 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 to satisfy.
The banking industry in Nigeria is highly competitive. The
establishment of new banks like oceanic bank, Zenith bank, diamond bank etc.
recent year and the opening of numerous rural branches by the bank has increase
competition within the banking industry. The completion centers and around
quality of services provided location, building and tradition and adaption of
contracts. Other areas of competition includes innocation and adoption of
modern technique like computerization of their services.
Unlike the marketing of tangible good whose main taks is to
formulate stranges for pushing their goods to the final consumer, marketers of
banking services have two to achieve in their marketing services.
The primary function is to mobilize funds for lending
proposes by an accepting deposition various account like savings time or fixed
deposits and current demand deposits.
These functions are not limited to the trust banking alone.
Furthermore the marketer of banking services also needs to design strategy for
investing their find just like marketer 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
1.1 STATEMENT OF RESEARCH PROBLEM
Banks, in their effort
to provide essential and courteous banking services to their customer, are
often facing with mumerous problems. These include persistent long queves by
customer, system of initials control, stringent lending policies, and
unnecessary delay in clearing cheque and bank staff in difference to their
The bank pleases against these serious accusation infect blamed
the environment in which they operate some negative aspect of this environment
include fraud impersonation cheating material and external theft.
Furthermore the problem of developing nation with a massive
population whose literacy is very low inspite of the fact that first bank of Nigeria
plc some marketing techniques like and regimed sales promotion, the extended to
which theses technique and tools and been systematically used to climate
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 effectiveness and area
is which little work has to be done in Nigeria it is as a result of all these
that promoted the needs to carry out this research.
1.2 OBJECTIVES OF STUDY
Marketing of banking
services goes beyond selling banking services it involves a careful cultivation
of the existing connection and seeking for the correction the advantage of bank
and it customer like seeking to make the best use of the banks presence in its
The aim of this study is to examine the role of deposit
mobilization through marketing in the banking sector and to determine the
extent to which first bank of Nigeria Plc market it service. To this end the
study shall be examine.
Ways of implementing marketing extent service
in first bank and to find out extent to which these service meet the customer
The different marketing in banking, marketing
consumer or industrial and good and service and manufacturing organization.
The extent to which first bank of Nigeria
plc market its services in terms of employing marketing technique for
mobilizing their customer increasing their patronage and improving efficiency
and effectiveness of their operation.
1.3 SIGNIFICANT OF STUDY
The study is important because is carefully improving and
asses deposit mobilization through marketing of banking services in Nigeria the
study has acquainted the researcher with the role and contribution forward
deposit mobilization through banking services and accomplishment of the growth
and development the economy also the study has analyze the works of deposit
through banking services
The study helps to improve the performance and maintain bank
1.4 SCOPE AND LIMITATION OF THE STUDY
Time has been are of
the major problem in writing this project it is more pointing out that the
research being a final year student.
The problem arises out of apportioning the time for the
project writing and to cover adequately the course work. Another limitation of
this research is that some of the respondent which is being contact was not
cooperative as they reject the questionnaire given to them. Also, for some
financial reason the volume of the researcher initially had in mind to produce.
The scope of this study is wide but can be only narrow down
by particular reference made by first bank and its branches to narrow the wide
scope of this study (topic) necessitate the choice of deposits mobilization
through marketing of banking.
1.5 DEFINITION OF TERMS
bank is a financial market institution which accept money, safeguard deposit of
money from customers, which per mint money to be withdraw or transfer from one
account to another and it lands surplus of deposited money to customer who wish
be said to be organized systems to provide for the need of public service are
these separately identifiable essentially in tangible activities that provided
want satisfaction and that are not necessarily tried to the sale of product or
this is money paid either loan of for the someone else money
is a sale or strong room for where cash and other valuable document of bank are
these are paying in ships cheque debit and
credit and other document from which account are posted. It is a book where
account are kept.
BANK: These are bank that offer full banking services to
commerce, industry and other sector of economy. These services include current
saving, foreign exchange and fixed deposit account
It is a particular plan or way for achieving good of an organization. It refer
the statement of long term causative to be achieved that is the and of which
the organization intend to achieved
these are the category or group of peoples the organization intend to satisfy
in order to achieve the organization goals and objectives
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