-
-
$
Product Category: Projects
Product Code: 00004702
No of Pages: 96
No of Chapters: 5
File Format: Microsoft Word
Price :
$20
$
TABLE OF CONTENTS
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE PROBLEM
1.3 OBJECTIVE OF THE STUDY
1.4 RESEARCH QUESTION
1.5 HYPOTHESIS
1.6 SIGNIFICANCE OF THE STUDY
1.7 SCOPE/LIMITATION OF THE STUDY
1.8 OPERATIONAL DEFINITION OF KEY TERMS
CHAPTER TWO
INTRODUCTION
2.1 LITERATURE REVIEW
CHAPTER
THREE
3.1 INTRODUCTION
3.2 RESEARCH DESIGN
3.3 POPULATION OF THE STUDY
3.4 SAMPLE OF THE STUDY
3.5 METHOD OF COLLECTION
3.6 DATA ANALYSIS
CHAPTER
FOUR
4.0 DATA ANALYSIS, INTERPRETATION AND
DISCUSSION
4.1 INTRODUCTION
4.2 DATA PRESENTATION
CHAPTER
FIVE
5.0 FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 FINDINGS
5.2 CONCLUSION
5.3 RECOMMENDATION.
REFERENCES
CHAPTER
ONE
1.1 BACKGROUND OF THE STUDY
Financial
institutions plays a significant role in the economy of every country in the
world.
They
offer a large and ever expanding number of products and services to the public
and private sector such as long and short term loans, annuities, saving
accounts, mortgages financial advice and other financial services.
Presently,
more innovation services and with more competition in the banking industry,
advertising has become much more common and it is so vital for banks looking to
service in a tough market.
With
GT bank Nigeria Plc as a case study, one of the main jobs for a banking
executive today is to identify who their target market are and to market
services that will appeal to their segment. Part of identifying the target
market is determining the age, race and ethnic makeup of the main customer and
designing a campaign that will appeal to that group of people.
If
the target market for example is young married couple, a good marketing
campaign may be introduced which will involve long term saving programmes, college
funds for any children they may have and loans for building a structure (home)
so also loans for cars.
GT
bank Nigeria Plc and some other banks are getting more services about market it
shows. The trend is expected to continue as banks add or introduce more service
in attempt to accrue more returns on their money.
This
study is aimed at finding out whether GT bank Nigeria Plc is wholly or
partially marketing oriented in their management philosophy.
The
implication of not adopting marketing philosophy if this research states will
be explored.
Factors
that guide organization in being marketing oriented will be highlighted. In a
competitive place, effective marketing can be the difference between success
and failures.
1.2 STATEMENT OF THE PROBLEM
With
the increase in the enlighten eat population, financial enlighten, financial
activist and experience, knowledge of bank activities on the increase as well.
Many people are getting aware of their right, unlike before banks customers are
becoming more rational and critical in the way they are being handled or
attended to, and also on the other hand,
banks as business concerned ought to know how well they survive and continue
existing, succeed or fail depend on how well their customers are being treated
and handled.
A
look into the
This
leave us with the problem of study in a question;
What
is the role of marketing in
1.3 OBJECTIVE OF THE STUDY
The
objective of the study are;
1. To bring about a deeper
understanding and insight into the practices of relationship marketing and
customer retention by banks in
2. To find out the importance of
marketing in
3. To find out the implication of
not adopting a marketing philosophy by banks in
1.4 RESEARCH QUESTION
i. What is the relationship between relationship
marketing and customers retention by banks?
ii. What is the implication of not adopting
marketing philosophy in the banking industry?
iii. What is the importance of marketing in the
1.5 HYPOTHESIS
Ho: There is little or no relationship between
relationship marketing and customers retention by banks in
Hi: There is a relationship between relationship
marketing and customers retention by banks in
Ho: Marketing in the
Hi: Marketing in the
Ho:
The implication of not adopting marketing
philosophy in banking operation is adverse.
Hi:
The implication of not adopting marketing philosophy in banking operation is
not adverse.
1.6 SIGNIFICANCE OF THE STUDY
With
the recapitalization exercise embark upon by careful bank of Nigeria (CBN) and
federal government of
However,
this study is of relevance because it is focused on justifying the role of
marketing in
This
study will expose business organization to knowing that marketing oriented is
the philosophy of the firm as it relates to marketing department.
Furthermore,
it should be noted that the objective of marketing of banking services is to
increase a prompt output volume by offering customer wants satisfaction over
long time. Personal selling is the most effective method of achieving that goal
because It encourage and ensure continued interaction between the bankers and
the customer.
The
aim of this study is to equally profound a simple assistance and guild to other
researcher who may want to profound a solution to a problem in future.
1.7 SCOPE/LIMITATION OF THE STUDY
The
researcher encountered many difficulties in the course of carryout this research
work. However, despite the various limitations, the work was successfully
completed.
The limitation can be classified into, finance, data collection and attitudes of respondents.
Finance: Due to lack of finance, the
researcher was unable to go wide and far in order to collect enough information
for the work. The money to be used to acquire vital materials needed in
executing the research also posed as a problem.
Data collection: The collection of data
for this work poses a major problem to the researcher.
The
Guarantee Trust Bank Nigeria Plc, Auchi branch refuse to release their financial
structure and all effort made to obtain it from other source prove abortive.
In
addition, some of the staff was not able to fill their questionnaire
appropriately and this really constituted problems to the researcher during
research analysis.
Attitude of respondents: The attitude of respondents posed a great problem for the researcher. They doubted the genuine intention of the information soughed. Some of the respondents were reluctant and two bury to fill the questionnaire. The experience from the respondents was rather an unfortunate one.
1.8 OPERATIONAL DEFINITION OF KEY TERMS
Marketing: Marketing is the process by
which companies create value for customers and build strong customer
relationship in order to capture value from customer in return (Kotler and
Armstrong, 2006:25):
Role: This can be defined as duties of
individual or people in giving out adequate services to customers.
Marketing
Orientation: When
a company has a marketing orientation, it makes meeting the needs or wants of
its target customers its primary business motivation. This include responding
to stated consumers needs by developing new products, improving on exist
products or improving services. Companies with especially strong marketing
orientation may even detect consumer needs before the general market is aware
of the. Those companies are usually cutting-edge innovators that try to give
customers what they want faster than competitors.
Marketing
concept: Marketing
concept is the management philosophy according to which a firm’s goals can be
best achieved through identification and satisfaction of the customer stated
and unstated needs and wants.
Service is anything
that can satisfy the need and want of customer which cannot be felt ,seen or
touched.
As
opined by John Rathmul (1977) is one intangible product that is performed
rather than product.
Marketing
Promotional Mix:
In any given period, a company uses a definite combination, mix or blend of
advertising, personal selling, sales promotion and publicity in communicating managers
about itself or its product or both. Such a combination used in a given period
constituter that company’s promotional mix.
According
to Kotler Philip and Kotler Kelvin cane (2006) defined marketing mix as the set
of marketing tools the firm use to pursue each marketing objective.
It is also defined as the combination of the controllable variable which comprise set of product, price, place and promotion that sell out as trying to increase sales of a firms present product into present marketing through a man aggressive marketing mix.
Marketing
Penetration: This
can be defined as trying to increase sales of a firms present market
usually through more aggressive marketing mix.
Motivation: Internal and external factor,
that stimulate desire and energy in people to be continually interested and
committed be a job, roll, subject or to make an effort to attain a goal.
Motivation Results from the interaction of both
conscious and unconscious factors such as the;
1. Intensity of desire or need,
2. Incentive or reward value of the
goal, and
3. Expectations of the individual
and of his or her peers.
PERISHABILITY
According
to Mesejo D.F (2001) service unlike product cannot be street.
The
value of a service exists only at the point where it is to be provided. If such
service is not consumed when they are available at any point in time, that
service is termed perishable.
PERSONAL
SELLING
Saliu
Musa Momoh (2002) personal selling involves exchange, interaction between buyer
and seller in physical, social or moral
manner for the purpose of making sales.
EQUIPMENT
Mesajo
D.F (2001) these are the things needed for a purpose. The business should be
technologically mobile, it should not insist on using old 1925 typewriter and
computer in the jet age.
TRAINING
Philip Kotler (1984) according to him, training can be defined as the systematic altering of the behavior of employees to increase attainment of organizational goal.
Buyers has the right to create
dispute within seven (7) days of purchase for 100% refund request when
you experience issue with the file received.
Dispute can only be created when
you receive a corrupt file, a wrong file or irregularities in the table of
contents and content of the file you received.
ProjectShelve.com shall either
provide the appropriate file within 48hrs or
send refund excluding your bank transaction charges. Term and
Conditions are applied.
Buyers are expected to confirm
that the material you are paying for is available on our website
ProjectShelve.com and you have selected the right material, you have also gone
through the preliminary pages and it interests you before payment. DO NOT MAKE
BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.
In case of payment for a
material not available on ProjectShelve.com, the management of
ProjectShelve.com has the right to keep your money until you send a topic that
is available on our website within 48 hours.
You cannot change topic after receiving material of the topic you ordered and paid for.
No Review Found.
Login To Comment