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Impact Of Marketing Activities On The Banking Sector
[A CASE STUDY OF UNITED BANK FOR AFRICA PLC, ILORIN]
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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
CHAPTER ONE -- [Total Page(s) 2]
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