EXAMINE THE IMPACT OF MARKETING ACTIVITIES ON THE BANKING SECTOR

PROPOSAL

        Philip Kotler defined, marketing environment as the totality of forces and institution that are external potentially relevant to the firm.

        The organization first studies the environment in which it is operating and specially the opportunities and threats in these environments.

        The purpose of this research is to examine the impact of marketing activities on the banking sector. (A case study of United Bank for Africa Plc, Ilorin Oja-Oba).

        The project is divided into five chapters; chapter one had to the introduction of the study background of the study background of the study statement of problem, scope of the study, significance of the study limitation and constraints, definition of related terms and concepts and plan of the study.  Which chapter two, the researcher review: literature review, roles of marketing in Banking sector functions of marketing, important need of marketing in banking system and marketing and it features and chapter three research method design, method of data collection, sampling method and size method data analysis, historical background of organization.  Chapter four data analysis and interpretation and summary of find.

        Chapter five consists of summary, conclusion, recommendation, references to Appendix.

TABLE OF CONTENT

CHAPTER ONE

1. Background of the study

1.1   Introduction of the study

1.2   Statement of problem

1.3   Objectives of Study

1.4   Scope of the Study

1.5   Significance of the Study

1.6   Limitation and Constraints

1.7   Definition of Related Terms and Concepts

1.8   Plan of the Study

CHAPTER TWO

• Literature Review

2.1   Roles of Marketing in Banking Sector

2.2   The Function of Marketing in Banking Sector

2.3   Marketing Concept in Banking System

2.4   Importance and Needs of Marketing in Banking Sector

2.5   Marketing and its features

CHAPTER THREE

• Research Methodology
  • Research Design
  • Research of Data Collection
  • Sampling method
  • Sampling  size
  • Method of Data Analysis
  • Historical Background of Organization

CHAPTER FOUR

• Data Analysis and Interpretation
  • Data Analysis  
  • Summary of Findings

CHAPTER FIVE

• Summary
  • Conclusion
  • Recommendation

References

Appendix

CHAPTER ONE

1.0   BACKGROUND OF THE STUDY

1.1   INTRODUCTION

        In these days of stiff competition ion all business concerns including the banks and other financial institutions, the survival of banks rest on the role of marketing department in creating quality service to customers.

        A marketing department is designed to know the effectiveness and efficiency of services rendered by organization.

        Marketing to some scholars is seen as the process of identifying the needs of the customer and the provision of such needs for maximum satisfaction.  Also, it is the process planning  and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfied individual and corporate objectives (American Marketing Association).

        Marketing department should ensure that each worker roles and duties are clearly defined and how such roles relates to other roles or department in order to minimize conflict of effort.

        Therefore, the role and duties of marketing department in banks or any financial institution cannot be left out for every financial institution to work efficient as expected.    

        Bank can be defined as financial institution that accept money from the surplus spending unit and gives to the deficit spending unit, to earn a living.  Also it can be viewed as an intermediate between the surplus spending unit (depositor) and the deficit spending unit (borrowed). For effective economic activities.

        Bank needs marketing department to achieve its organization goals, using marketing mix.  Therefore there is no way to explain the impact of marketing concept and market segmentation and the relationship with bank marketing concept, according to evil borden and mc earthy of Harvard university is the idea process or strategy used in achieving organizational objectives.  From the marketing.  Point of view, for important areas about which decision needs top be made are:-

a)     Product

b)     Price

c)     Place

d)     Promotion

        Sometimes referred to as 4ps of marketing, they are known collectively as the marketing mix, must or almost every marketing activity are centered on the so called marketing mix. This marketing mix is related to the marketing activities in the bank as explained below:

PRODUCT    

Product is defined as any tangible goods that can be easily consumed.  But in the content of banking industry product does not really mean tangible goods by financial services rendered by banks to both actual and potential customers.  Some of the product (financial services)m rendered by banks are:    

1.     Cash handling

2.     Money transmission

3.     Investment

4.     Lending

5.     Financial advice

PRICE

        Pricing is the process through which the exchange of a product is made easier.  Pricing is the contact of marketing is a process through which the product is offered in to the market to satisfy the customer needs and brings profit to the firm.

Pricing the product (financial services) rendered or offered by a bank is often more difficult than making pricing decision in a manufacturing outfit.

In determining the price of banks a number f factors will be considered.

1. Bank customer relationship
2. Special offer
3. Customer attitude / mode of operation   

PLACE

        The purposes of production are not satisfied.  If product price does not reach the customer.  Therefore, it is important to relate place as one of the marketing mix to the banks head offices, branches and agent are the right place where product (financial services) are marketed.

PROMOTION

        Banks because of competitive array of operation needs promotion to let its buyers be aware of both existing and new services and to get customer informed about the use of new services promotion is prominent because of the following:-

1. Greater competition between banks
2. Increases in new services to attract customers attention.