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
