Deposits Mobilization Through Marketing of Banking Services (A Case Study Of First Bank Nigeria Plc) Department of Banking and Finance, Institute of Finance and Management Studies, Kwara St

TABLE OF CONTENTS

 

Title page

 

Certification

 

Dedication

 

Acknowledgement

Table of contents 

CHAPTER ONE 

Introduction

Statement of problem

Research question

Objective of the study

Research hypothesis 

Significance / justification of the study

Scope and limitation of the study

Definition of the key term

Organization plan of the study 

CHAPTER TWO

Literature Review

Historical background of the case study

What is marketing

The marketing mix

Marketing channels

Market Segmentation

The importance and development of marketing

Marketing (Selling) function of commercial banks

Public Relations

Selling

Standard of service

Service offer by first bank plc

Difference between marketing of banking services and marketing of other consumer or industrial product. 

CHAPTER THREE

Research Methodology 

Research population

Sampling techniques

Statistical techniques employed 

Validity and reliability

CHAPTER FOUR

Data presentation and analysis

Analysis of data

Test of hypothesis 

CHAPTER FIVE

Findings

Summary

Conclusion and Recommendations 

References

CHAPTER ONE 

1.1    INTRODUCTION

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 due to technological economical and social changes as well as changes in the people expectation marketing of financial services has gone beyond 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 becomes important in Nigeria as the business of banking grow from the function of taking deposit; lending money transmission service to include a host of other financial services. Profit making activities in an organization is very important, profit have to be made ensured survival and to finance development.

In an organization like commercial banks profit marketing strategy in business. It involves the effort to understand and 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.