ABSTRACT
The Nigeria banking sector has undergone tremendous competition since the introduction of the Structural Adjustment Programme (SAP) on 1st of July, 1986, which has led to stiff competition in the industry.
Marketing strategies is a written plan, usually comprehensive describing all activities involved in a particular marketing objective and their relationship to one another in both time and magnitude which include all the necessary activities which an organization can use to achieve its long term objectives which are growth and profitability.
This research study focus on the impact of marketing strategy in Nigeria banking industry using First Bank of Nigeria as a case study,
The study focus on the use of primary source of data by using administering of questionnaire both to the employee of the bank and also to the customer of the bank and observation method was also used in obtaining data.
The research used multiple bar charts to give a pictorial diagram of the data analysis for the demographic data while T-test was employed to test the various hypotheses formulated. The hypotheses are five in number.
At the end of the study, it was revealed that marketing strategy does not only have impact on marketing of physical product alone but also on marketing of service in order to achieve the overall organization objective of profitability and growth.
TABLE OF CONTENTS PAGE
TITLE I
CERTIFICATION II
DEDICATION III
ACKNOWLEDGEMENTS IV
ABSTRACT VI
TABLE OF CONTENTS VIII
CHAPTER ONE
INTRODUCTION
1.1 Background Information 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 4
1.4 Significance of the Study 5
1.5 Scope of the Study 5
1.6 Plan of the Study 6
1.7 Definition of Key terms 6
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction 9
2.2 The Meaning of Marketing 10
2.3 Marketing Concept 13
2.4 Marketing Environment 15
2.5 Types of Markets 20
2.6 The Product 23
2.7 Product Life Cycle 25
2.8 Price 28
2.9 Marketing Banking Services 30
2.10 Objectives of Customer Services in First Bank Plc 31
2.11 First Bank Products 32
2.12 Marketing Strategies in Financial Institution 47
2.13 Banking and the Impact of Marketing Strategy 50
2.14 Corporate Planning 54
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction 32
3.1 Historical Background of First Bank of Nigeria Plc 57
3.2 Research Design 58
3.3 Data Specification 59
3.4 Research Hypotheses 60
3.5 Sampling Frame 62
3.6 Method of Data Analysis 63
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Introduction 65
4.2 Analysis of Research in First Bank Plc, Ilorin 65
4.3 Demographic Analysis for Staff 67
4.4 Test of Hypotheses 70
4.5 Demographic Analysis of Customers 80
4.6 Test of Hypotheses 84
4.7 Discussion of Research Findings 92
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary 94
5.2 Conclusion 95
5.3 Recommendations 96
Bibliography 99
Appendix 101
