ABSTRACT
It is widely believed
that proper application of marketing concept in financial service will help
Nigeria banks to achieve their stated goal and objective within stiff competition.
Thus this research work
is to find outs how the importance of marketing strategy in Nigeria banks will
propagated so as to project every marketing arms of a business as a life wire
of such bank.
The result from this
research work showed that the data was collected through the use of Historical
method, Observation method, Experimental and Survey method.
All the text books consulted
would be reviewed and brought forward in the project. The terms relating to
marketing would be defined and explained.
Therefore, this research
work will provide the in depth meaning of marketing, marketing concept, target
market, customers needs, customer service and intergraded marketing.
Also this research work will
make a recommendation that will be based on the result of finding on the topic.
TABLE OF CONTENT
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE:
INTRODUCTION
1.1 Background
of the study
1.2 Justification
of the study and history of organization
1.3 Statement
of the problems
1.4 Objectives
of the study
1.5 Research
methodology and statement of hypothesis
1.6 Scope of
the study
1.7 Purpose of
the study
1.8 Literature
review
1.9 Definition of
terms
CHAPTER TWO
LITERATURE REVIEW
2.1
Evolution
of marketing
2.2
Definition
of marketing
2.3
The
marketing concept in banking industry
2.4
The
target market
2.5
Customer needs
2.6
Customers
marketing
2.7
Interacted
marketing
2.8
Profitability
role
2.9
Evaluation
and appraisal of marketing concept.
CHAPTER THREE
RESEARCH METHODOLOGY
3.1
Introduction
3.2
Research
design
3.3
Population
and sample used
3.4
Sources
of data
3.5
Methods
of data collection
3.6
Administration
of research instruments.
CHAPTER FOUR
PRESENTATION AND
INTERPRETATION OF DATA
4.1
Data
presentation
4.2
Data
analysis
4.3
Test
of hypothesis
CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary
5.2 Recommendation
5.3 Conclusion
Bibliography
Appendix
CHAPTER ONE
1.1
BACKGROUND OF THE STUDY
The application of
marketing concept in Business Organization in Nigeria today is yet to reach its
peak complete awareness, talk more of Banking Industry where it is believed
that marketing can only be practiced at a minimal level of exceptional classes.
Thank God now that the so-called explosion of income among people of the world
have wiped out many distasteful ideas about marketing and have focused
attention on innovations.
The members of families
posing discretionary income are increasing and the amount of money available
for various essential buying decisions can be withdrawn if not post at will by
the customer. Only adequately sustain our vastly increased productive capacity
and ensure profitable operation in the Banking industry.
Achieving marketing excellence
in an organization in difficulty but its effects is felt throughout every organization
with the growing emphasis on satisfying customers. Here emphasis has the
therefore shifted to the total business performance, the coordinate management effort
of producing for the marketing.
It is necessary for
organization seek to understand customers behavior, his wants, the price he is
ready to pay for satisfying those wants, his alternatives in terms of
suitability, quality, value, availability etc.
All these do change
overtime as any the interacting variable change. Management must constantly
seek to identify and measure the dynamics of the societal behavior. It is to
this end that I have chosen to write a project and the subject matter.
Management at all levels
of dealings, be it Banking, and or No-Banking Industry are pleased with the
option and zenith international bank is not an exception to this golden
injunction.
1.2 JUSTIFICATION OF THE
STUDY
It is helped that this
research work will contribute in no small measure to both the academic
endeavour and practices of related profession especially in the banking sector.
Among the areas which the research work is expected to contributed are.
Setting of the
organizational goals and objectives impact of marketing strategy in banks
action towards increasing the profitability of banks.
1.3 STATEMENT OF PROBLEM
After series of
consultant and discussion, we are made to I understand that marketing strategy
has taken the base firm from the publication of reasoned analysis of the likely
consequence of unconstrained consumption. But in this context, it will be
helpful to review the board argument in order to support the basis the economic
growth is a necessary condition for improving standards of livings, and the
marketing has a vital role to play in optimizing the growth process.
The study is aiming at
finding out several challenges facings the company and these arise from the
following problem areas.
-
Inability
of organization to full identify and understand customer needs develop
product(s) the satisfy these needs profitably.
-
Lack
of coordination among major marketing and other department on the other hands.
1.4 OBJECTIVE OF THE STUDY
The objective of this project is to
examine the impact of marketing strategy on deposit mobilization in Nigeria
Banks.
1.5 METHODOLOGY OF THE
STUDY AND STATEMENT OF HYPOTHESIS
This research work is going to be
tested through this questionnaire, and the following were therefore propounded
for testing.
-
How
can organization define its target market in order to direct its marketing programme
appropriately?
-
How
does organization identify and understand the customers need and desires to
satisfy them profitably.
-
To
what extent ca organization employs a well operational management of her
affairs.
-
How
can co-ordination and integrity of company’s activities and or function be
achieved.
1.6 SCOPE OF THE STUDY
A researcher of any
research work tries his best to use all the resources at the disposal to obtain
a comprehended and through data so as to enable him present a good work useful
to the reader.
However, some problems
are almost unavoidable in the process of his research work. In fact, student
research are always the most hardly hit especially in the areas of finance mobility.
Undeveloped scientific facilities. Some of the limitation to the research work.
These problems could
however be obtained the necessary data for meaningful decisions.
The researcher will thus,
have it in mind the progress of the work as in the outlined contexts down to
the recommendations and finally the conclusion of the study an impact of
marketing strategy an deposit mobilization in Nigeria banks with conference to Zenith
International Banks as a case study.
1.7 THE PURPOSE OF THE
STUDY
There is very new to be
motivated and live to the tenants of the objectives of the marketing strategy in
banks as given in item 1.3 of the research study which entails centrally an
putting the consumer first in every business arrangement seen that the
opportunity and possibility of life are subject of changed full of experience in
the changing world, this has a far reaching consequence in marketing offer as
business is concerned.
Although, a setting for a
lasting credible effect to create an awareness like this would appear to be
burden some of course in everything in life, you must have to experience a test
and passages references purpose
1.8 LITERATURE REVIEW
Evolution of marketing
Definition of marketing
The marketing concept in
banking industry
The target market
Customers’ needs
Customers marketing
Interacted marketing
Profitability role
Evaluation and appraisal
of marketing concept.
1.9 DEFINITION OF TERMS
These below are marketing
related and a professional terms used in the project work. They are however
defined to limit the readers to the content and to the profession in which the
project is dealing with they include.
- ADVERTISING: - It is any paid farm of
non-personal presentation and promotion of ideas goats and services by an
identified sponsor.
- HYPOTHESIS: - Are testable statement, required
fact and their interpretation to determine their validity as a tentative
solution to reasonable problem, having Ho as Null hypothesis and Hi as
deposit mobilization in Nigeria
banks with reference this project work the term is well defined reasonable
problems, having Ho as Null hypothesis and Hi as the alternative
hypothesis respectively.
- MARKET: - Is the actual and potential
users of product(s). it refers to people with money and purchasing power
or people with money and are willing and able to buy (exchange).
- MARKET: - Is a set of all activities involved
in planning, production (development), pricing, promotion and distribution
of goods, services and ideas and satisfying to consumers needs and wants
as a profit.
- MARKETING CONCEPT: - Is a philosophy of business that
states that the customers’ want satisfaction is the economic and social
justification for a firm’s existence.
- PLACE: - Means distribution and or a
logistic flow of goods and services from the production (development)/creation
end to the consumption and through such marketing intermediate instruments
as; Distribution, Location, Inventories, and transportation etc.
- POPULATION: - Is the sum total of the unit of
analysis surveyed for a particular study.
- PRICE: - Is a value expressed in terms of
monetary medium of exchange and other quantitative measure of the worth of
a product to attract other in exchange. This has to do with allowances,
payment, discount, interest, credit etc.
- PRODUCT: - Is anything (tangible or
intangible) that is offered to the market for attention or use of consumption
satisfying to customers’ branding/names, services, packaging, guarantee
etc.
- PROMOTION: - Is an act of creating an
awareness of products to the public in general and to customer in particular.
It is an initiated effort of the marketer to coordinates, establish and
maintaining communication with target market to set up channels of information
and persuasion to facilitate transfer of goods or services or the
acceptance of ideas for something of value in return. This has to do Advertising,
personal selling, sales Promotion Public Relation and publicity.
- QUESTIONNAIRE: - Is a form containing a list of
questions to be answered or filled by the respondents. It is used for collecting
the needed date or information from the respondents.
- RESEARCH: - Is a systematic process of
gathering, analyzing, recording and reporting of information data
necessary for the determination of solution to problems.
- SAMPLE: - Is a chose part of the
population or proportion of the population to be studied bearing the interest
of the total population as a whole.
- SEGMENTATION: - Is the process of diving the total heterogeneous market
for a product into several submarkets,
each of which tends to be homogenous in all significant aspects; in terms
of family class position, perception, sex, age, location etc.
- SERVICE: - Is any activity, benefit or
satisfaction that ca be offered by one party to another that is
essentially intangible and does not result in the ownership of any
particular things. It is production may or not test to a physical product.
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