Deposit mobilization is the bedrock of the present and future growth of all banks and marketing has been on essential element in the management of modern banking in Nigeria.
In purpose of this study is to examine the growth of banking services and to analysis the marketing effect and the extent to which marketing can improve the efficiency of services in the first bank of Nigeria plc.
The way of implementing marketing services and the extent to which these services meet, the customers satisfaction. The differences between marketing in bnaks, marketing customers or industrial goods and manufacturing organization. And the extend to which first bank market its services in terms of employing market techniques to mobilizes the customers, increase patronage and improving efficiency and effectiveness of their operations.
This research work can be groups into five chapter
Chapter one: It deals with the introduction, statement of general study, objectives of the study, scope and limitation of the study, significance of study brief history of first Bank and definition of terms.
Chapter two: will treat literature review, historical development of banking in nigeria, emergence of first bank of nigeria, what is marketing, the marketing mix, marketing function in commercial banks challenges of marketing and funds mobilization, public relations, selling, standard of services, services offered by first bank plc, and difference between marketing services and marketing of other consumer or industrial product.
Chapter three: it deal with the research methodology, research population, sampling techniques, statistical techniques employed, validity and reliability.
Chapter four: It contain the data presentation and analysis and summary of findings
Chapter five: will discuss the summary, conclusion and recommendation
TABLE OF CONTENTS
- Statement of research problem
- Objectives of the study
- Scope and limitation of the study
- Definition of the terms
- Mergence of first bank of Nigeria
- What is marketing
- The marketing mix
- Marketing (selling) function in commercial bank
- Public Relation
- Challenges of marketing and find mobilization
- Service offer by first bank
- Difference between marketing of banking service and marketing of other consumer or industrial product and services.
- Research methodology
- Research population
- Sampling techniques
- Method of data collection
- Data presentation and analysis
- Historical development of banking in Nigeria
- Organization chart of case study
- Data presentation
- Data analysis
- Result of findings
- Recommendation of findings
Deposit mobilization is the bedrock of the present future growth of banks. In the past emphasis was on marketing and distribution of goods but with recent development which arises duet o technological economical and social changes as well as changes in the people expectation marketing of financial services has gone beyong these for the continuous survival of financial institution.
The traditional approach to banking began to chances as bankers come to realize that marketing has a role to play in any modern organization whether such organization is profit oriented or not profit oriented. The role of marketing become important in Nigeria as the business of banking grow from the function of taking deposit; lending money transmission services to include a host of other financial services. Profit making activities in an organization is very important, profit have to be made ensure survival and to finance development.
In an organization like commercial banker profit marketing activities is a function of intelligent marketing strategy in business. It involves the effort to understand satisfy the need of both present and potential customers. In order to satisfy customer, the need for the application of different element knows as marketing mix.
The marketing mix which can be defined as the combination of element which must be linked of mix of together in a unique manner of devise marketing strategy. Decision made in each of these areas are design to provide the most promising means of meeting the needs of target market. That is a well defined set of customer whose needs the marketing want to satisfy.
The banking industry in Nigeria is highly competitive. The establishment of new banks like oceanic bank, Zenith bank, diamond bank etc. recent year and the opening of numerous rural branches by the bank has increase competition within the banking industry. The completion centers and around quality of services provided location, building and tradition and adaption of contracts. Other areas of competition includes innocation and adoption of modern technique like computerization of their services.
Unlike the marketing of tangible good whose main taks is to formulate stranges for pushing their goods to the final consumer, marketers of banking services have two to achieve in their marketing services.
The primary function is to mobilize funds for lending proposes by an accepting deposition various account like savings time or fixed deposits and current demand deposits.
These functions are not limited to the trust banking alone. Furthermore the marketer of banking services also needs to design strategy for investing their find just like marketer of tangible ways were each subset may be regarded as largest market. The banking market is also segmented into money and capital market and this according to the type of financial and required by the customers.