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STAFF PERCEPTION OF THE EFFECTIVENESS OF MARKETING STRATEGIES IN COMMERCIAL BANKS

  • Type:Project
  • Pages:90
  • Format:Microsoft Word
(Economics Project Topics & Materials)
ABSTRACT
The study examines the staff perception of marketing strategy of  First Bank and zenith bank. Out of the total population of 235, 100 persons were selected as the sample size. To determine the sample size the simple random sampling technique was used. The survey method constitute the research design. Questionnaire design by the researcher in five likert scale constitute the research instrument. The mean scores was used to analyze data. The analysis indicates that the marketing strategy adopted by FBN and ZBN are basically customer service strategy, advertising, quality improvement as well as unique packaging and effective distribution channels. Marketing strategy of FBN and ZBN affect it productivity through the enhancement of customer value which facilitate increase in sales but inspite of this, marketing strategy of FBN and ZBN is constraint with problems arising from the inability of FBN and ZBN to combine numerous models and tools of marketing used in order to stand dynamism inherent in strategic implementation due to changing marketing environment as well as lack of integrated views of planning and development of marketing strategy. In view of the findings it is clear that the marketing strategy of FBN and ZBN is effective but constraint with complexity of policy formulation and implementation due to poor human capital that can effectively manage the marketing of FBN and ZBN. It was recommended that Complete “paradigm shift” in managerial thinking, in terms of service quality delivery through continuous education and training of staff in field such as customer satisfaction and customer.

TABLE OF CONTENTS
Title Page  
Declaration  
Certification  
Dedication  
Acknowledgment  
Table of Contents  
Abstract  

CHAPTER ONE: 
INTRODUCTION
1.1 Background to the Study  
1.2 Statement of the Problem  
1.3 Research Questions  
1.4 Objective of the Study  
1.5 Significance of the Study  
1.6 Statement of Hypothesis  
1.7 Scope of the Study  
1.8 Definition of Terms  

CHAPTER TWO: 
LITERATURE REVIEW
2.1 Introduction  
2.2 Concept of Marketing Strategies  
2.3 Types of Marketing Strategy  
2.4 Strategic Marketing Models  
2.5 Theoretical Framework  
2.6 Empirical Literature Review  
2.7 Marketing Strategies in Banking  
2.8 Challenges Militating against Marketing Strategies  

CHAPTER THREE: 
RESEARCH METHODOLOGY
3.1 Introduction  
3.2 Research Design  
3.3 Population of the Study  
3.4 Source of Data Collection  
3.5 Method of Data Collection  
3.6 Method of Data Presentation and Analysis  

CHAPTER FOUR: 
DATA PRESENTATIONA ND ANALYSIS
4.1 Introduction  
4.2 Respondent Characteristics  
4.3 Data Presentation and Analysis  
4.4 Test of Hypotheses  
4.5 Summary of Findings  

CHAPTER FIVE: 
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary  
5.2 Conclusion  
5.3 Recommendations  
5.4 Limitations of the Study  
References  
Appendix  

STAFF PERCEPTION OF THE EFFECTIVENESS OF MARKETING STRATEGIES IN COMMERCIAL BANKS

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Details

Type Project
Department Economics
Project ID ECO0657
Price ₦3,000 ($20)
No of Pages 90 Pages
Format Microsoft Word

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    Details

    Type Project
    Department Economics
    Project ID ECO0657
    Price ₦3,000 ($20)
    No of Pages 90 Pages
    Format Microsoft Word

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