THE ROLE OF PRODUCT MANAGEMENT IN THE MARKETING OF BANKING SERVICE (A CASE STUDY FIDELITY, ABA BRANCH)

THE ROLE OF PRODUCT MANAGEMENT IN THE MARKETING OF BANKING SERVICE (A CASE STUDY FIDELITY, ABA BRANCH)

ABSTRACT

This study examined the role of product Management of Marketing of Bank Service. Some of the objectives of this study were; to determine the effect of product management Bank on profitability. To offer possible solution and suggestion for addressing such problem or make recommendation that lead better customer relationship. To determine, if the management of the bank product leads to increase product leads to increase product quality. Based on these objectives, hypothesis were formulated , Data were sourced, extensive literature review on text book, journal and materials on the area if study was carryout while primary data sourced from respondent. The populations of the study include; Bank personnel and customer of the said band in Aba metropolis. Burly formular was used based on census figure of 1991 population the data collected were analyzed using simple percentage and statistical table. A careful study of data collected shown the following. The researcher agrees the managers and bank directors agrees that product management is very necessary in marketing activities of every organization or business. That services rendered by the said bank stagy the customer but not effective and efficiently as possible. It show that with a well organize product management will leads to increase in the adoption process of the product by the consumer with these it make it possible for them to complete effective with other organization in some business. The research following recommendations after careful study of the finding. The organization should seek support from customer of the organization needed for proper product development and management. That the organization should increase the activity that is associated with product management which will bring about increase in sales of the product and also organization image. The employee of the organization should be educated more of the importance of product management in an organization. In doing these, welfare department need to be in the organization. The research concluded that the organization should be up and doing in product management to produce services that will effectively and efficiently satisfy the customer needs.

TABLE OF CONTENTS

CHAPTER ONE  

INTRODUCTION

1.1        Background of the study

1.2        Statement of the Problem

1.3        Purpose of the study

1.4        Hypothesis/ Research Hypothesis

1.5        Significance of the study

1.6        Scope Delimitation of the Study

1.7        Definition of Terms

CHAPTER TWO

Review of related literature                       

2.1        Overview of Marketing Mix

2.2        Definitions of Marketing Mix

2.3        The Marketing Mix as Tools of Study

2.4        Importance of the Marketing Mix

2.5        Marketing Concept

2.6        Holistic Marketing

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1        Source of Data

3.2        Population of the Study

3.3        Research Instrument

3.4        Validity of Research Instrument

3.5        Questionnaire Allocation and Administration

3.6        Method of Data Analysis and Treatment

CHAPTER FOUR

Presentation, analysis, and interpretation

4.1        Presentation, Analysis, and Interpretation

4.2        Test of Hypothesis

CHAPTER FIVE

5.1    Summary of Findings

5.2        Recommendations

5.3        Conclusion

Bibliography

Questionnaire

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND  OF THE STUDY

Product management embraces the task of adjusting the product throughout its life to match the ever-changing demands of the market place.  Too many organizations make the mistake of thinking that consumers fed and act as they do ad share their wants.

THE ROLE OF PRODUCT MANAGEMENT IN THE MARKETING OF BANKING SERVICE (A CASE STUDY FIDELITY, ABA BRANCH)