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The Roles Of Marketing In The Commercial Banking
[A CASE STUDY OF DIAMOND BANK NIGERIA PLC]
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1.4 SIGNIFICANCE OF THE STUDY
Marketing is a concept which has not been given due and serious attention among banks in Nigeria because of the seller market nature of Nigeria Commercial Banking Industry.
But due to the deregulation of the industry and the implementation of the economic reform program if the present administration couple with the increased competition and persistence increase in the number of enlighten customers, banking has charge from “Sit down†or ‘arm choir†to a more sophisticated advance mobile and electronic system.
1.5 SCOPE OF THE STUDY
The scope of this study is focused on banking with special emphasis on Diamond plc bank plc transactional Inc. Being the case study organization carry special significant for service sector in which customers and service producer interest closely to Nigeria Commercial Banking Industry.
It is time that every organization have department that has been market or is in the process of being marketing. As such topic is wide and for justice to be done to the research work, we intend to limit the study to diamond plc bank plc Transnational Inc. so that one will be able to really understand the operation rather than giving general overview of the study.
1.6 LIMITATIONS OF THE STUDY
This study is limited to Diamond plc bank plc Transnational Inc. the activities of commercial Banking Industry are examined, the management and banking policies in the macro-economic sector.
A research work of this nature need a lot of material information of data, both primary and secondary services of this study.
This project like any other academic research work is hindered by some problems in getting to the deepest root of findings. The researcher was faced with the following constraints.
i. Financial Constraints: With current economics situation where there is financial wash up i.e. mopped up through the sales of government debt instrument, bank recapitalization, privatization and monetization, none has been score generally, therefore make it possible to get enough financial assistance.
ii. Time constraints: Time has not always been friend. This is due to the fact that time available is too short to combine this project work with our other academic program.
iii. Material constraints: Bank staffs give their customers duty of secrecy. This alone makes it difficult to get enough data as regard primary source of conformation.
iv. Hostility Constraints: From some of the respondents in responding to the questionnaire.
1.7 DEFINITION OF KEY TERMS
I. MARKETING: The management process responsible for identifying, anticipating and satisfying customer requirements profitably.
II. MARKETING CONCEPT: This is the process an organization achieve its goals by identifying the needs and wants of target markets and delivering the derived satisfaction.
MARKETING; it can be defined as a management process responsible mordent flying anticipating and satisfying customer equipment profitably.
ADVERTISING: it can be defined as any paid form of non personal presentation of ideas goal or services through a media by an identified sponsor.
RESEARCH: it is the systematic objective and exhaustive search and study of fact relevant to any problem in the field being stitched.
MARKETING MIX; this is the term used to describe the combination of the input the constitute the core of a comparing marketing system that is the product the price structure the promotional actives and the distribution system.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACTThe research works seek to indentify the roles of marketing in the commercial banking. [A case study of diamond bank Nigeria plc]. Commercial banking was entrenched in 1892 with the establishment of British bank for West Africa [b.b.v.a]. The indigenous bank were saved from extraction after 1954 by the intervention of the western and eastern regional bank, marketing is a concept which has not been given due and serious attention among banks in Nigeria because of the seller market nature ... Continue reading---
