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THE IMPACT OF MARKETING STRATEGY ON DEPOSIT MOBILIZATION IN NIGERIA BANKS

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THE IMPACT OF MARKETING STRATEGY ON DEPOSIT MOBILIZATION IN NIGERIA BANKS

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

 

  1. Evolution of marketing
  2. Definition of marketing
  3. The marketing concept in banking industry
  4. The target market
  5. Customer needs
  6. Customers marketing
  7. Interacted marketing
  8. Profitability role
  9. Evaluation and appraisal of marketing concept. CHAPTER THREE

RESEARCH METHODOLOGY

 

  1. Introduction
  2. Research design
  3. Population and sample used
  4. Sources of data
  5. Methods of data collection
  6. Administration of research instruments. CHAPTER FOUR

PRESENTATION AND INTERPRETATION OF DATA

 

  1. Data presentation
  2. Data analysis
  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. 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discretionary income are increasing and the amount of money available for various essential buying decisions can be withdrawn if not post at will by the customer.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.

 

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