Philip Kotler defined, marketing
environment as the totality of forces and institution that are external
potentially relevant to the firm.
The organization first studies the
environment in which it is operating and specially the opportunities and
threats in these environments.
The purpose of this research is to
examine the impact of marketing activities on the banking sector. (A case study
of United Bank for Africa Plc, Ilorin Oja-Oba).
The project is divided into five
chapters; chapter one had to the introduction of the study background of the
study background of the study statement of problem, scope of the study,
significance of the study limitation and constraints, definition of related
terms and concepts and plan of the study.
Which chapter two, the researcher review: literature review, roles of
marketing in Banking sector functions of marketing, important need of marketing
in banking system and marketing and it features and chapter three research
method design, method of data collection, sampling method and size method data
analysis, historical background of organization. Chapter four data analysis and interpretation
and summary of find.
Chapter five consists of summary,
conclusion, recommendation, references to Appendix.
TABLE OF CONTENT
Background of the study
1.1 Introduction of the study
1.2 Statement of problem
1.3 Objectives of Study
1.4 Scope of the Study
1.5 Significance of the Study
1.6 Limitation and Constraints
1.7 Definition of Related Terms and Concepts
1.8 Plan of the Study
2.1 Roles of Marketing in Banking Sector
2.2 The Function of Marketing in Banking Sector
2.3 Marketing Concept in Banking System
and Needs of Marketing in Banking Sector
and its features
Research of Data Collection
Method of Data Analysis
Historical Background of Organization
Data Analysis and Interpretation
Summary of Findings
1.0 BACKGROUND OF THE STUDY
In these days of stiff competition ion
all business concerns including the banks and other financial institutions, the
survival of banks rest on the role of marketing department in creating quality
service to customers.
A marketing department is designed to
know the effectiveness and efficiency of services rendered by organization.
Marketing to some scholars is seen as
the process of identifying the needs of the customer and the provision of such
needs for maximum satisfaction. Also, it
is the process planning and executing
the conception, pricing, promotion and distribution of ideas, goods and
services to create exchange that satisfied individual and corporate objectives
(American Marketing Association).
Marketing department should ensure that
each worker roles and duties are clearly defined and how such roles relates to
other roles or department in order to minimize conflict of effort.
Therefore, the role and duties of
marketing department in banks or any financial institution cannot be left out
for every financial institution to work efficient as expected.
Bank can be defined as financial institution
that accept money from the surplus spending unit and gives to the deficit
spending unit, to earn a living. Also it
can be viewed as an intermediate between the surplus spending unit (depositor)
and the deficit spending unit (borrowed). For effective economic activities.
Bank needs marketing department to
achieve its organization goals, using marketing mix. Therefore there is no way to explain the
impact of marketing concept and market segmentation and the relationship with
bank marketing concept, according to evil borden and mc earthy of Harvard
university is the idea process or strategy used in achieving organizational
objectives. From the marketing. Point of view, for important areas about
which decision needs top be made are:-
Sometimes referred to as 4ps of
marketing, they are known collectively as the marketing mix, must or almost
every marketing activity are centered on the so called marketing mix. This
marketing mix is related to the marketing activities in the bank as explained
is defined as any tangible goods that can be easily consumed. But in the content of banking industry
product does not really mean tangible goods by financial services rendered by
banks to both actual and potential customers.
Some of the product (financial services)m rendered by banks are:
1. Cash handling
2. Money transmission
5. Financial advice
Pricing is the process through which the
exchange of a product is made easier. Pricing
is the contact of marketing is a process through which the product is offered
in to the market to satisfy the customer needs and brings profit to the firm.
the product (financial services) rendered or offered by a bank is often more
difficult than making pricing decision in a manufacturing outfit.
determining the price of banks a number f factors will be considered.
Bank customer relationship
Customer attitude / mode of operation
purposes of production are not satisfied.
If product price does not reach the customer. Therefore, it is important to relate place as
one of the marketing mix to the banks head offices, branches and agent are the
right place where product (financial services) are marketed.
Banks because of competitive array of
operation needs promotion to let its buyers be aware of both existing and new
services and to get customer informed about the use of new services promotion
is prominent because of the following:-
Greater competition between banks
Increases in new services to attract
1.2 STATEMENT OF PROBLEM
are many reasons for organization to adopt marketing strategy for management
effectiveness, but, varies from one organization to another. The major reasons which can be identified for
the design and option of marketing strategy in an organization, particularly in
banking sectors include the following.
1. Identify the needs of the customer
service to meet the identified and at the right price time and right place.
some profit meeting customer needs.
1.3 OBJECTIVES OF THE STUDY
objectives of this research work is to determine the relevance of marketing
department in most banks, other objectives of the study are as follows:
know the application of marketing mix that is suitable in the banking industry
between the customer and the bank staff.
know how the service in banking sector affect the economy of a nation.
OF THE STUDY
project work is basically concerned with the banking industry/Sector, Union Bank
of Nigeria Plc, Ilorin Branch (Oja-oba) as the particular reference. Having, realized its major concerned on the
impact of marketing activities in banking sector.
OF THE STUDY
importance of this study can not be over emphasized as it will go along way in
consistency Union Bank of UBA to see to the complains of customers.
study will also highlight the possible benefits and purpose of marketing
department in the bank. It will also
serve as reference for future studies by management students.
research work is limited in scope due to some problem encountered during the
curse of putting the write up together.
from the financial and time constrains that limited the scope of the study,
selecting a ban out of 122 branches, operating in the country could not be said
to be a good representation or sample of bank required to generalized the
impact of marketing department in the bank sector.
it should be noted that officers of the banks usually decline disclosing
certain information often tagged as confidential. This study equally limited the extent to
which useful data were made available.
1.7 DEFINITION OF RELATED TERMS AND
this juncture, it is very imperatives to defined some terms used in this
chapter to enhance the reader understanding.
This is the process of identifying the needs of the customers and providing the
This is the value consumers place on a particular product, often termed and
expressed in monetary form.
It includes the various activities the company undertake to make the product
available and accessible to the target customer.
Institution:- This is an institution that serve as a mediator between the
surplus spending not and the deficit spending unit.
For marketing effort to be effective the marketer should decide whether to
treat his market as a single large unit or as a group of separate smaller unit
called market segments.
1.8 PLAN OF THE STUDY
writers have tried to see this particular issue from different perspectives and
classification. The chapters in this
study are divided in to five. The
introduction chapter which the subject matter research objectives, scope of the
study statement of problem e.t.c.
chapter two encompasses literature review in the field of study and
examines the importance and needs for marketing in banking sector. Chapter three deals with the historical
background of Union Bank of Nigeria Plc and organization structure. Chapter
five deals with conclusion, summary and recommendation.
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