ABSTRACT
This research work shows the role of marketing in commercial banks, taking Diamond Bank Ilorin as a case study. Marketing is defined as the process of getting a product to the consumer which involves a number of related business operation i.e. finding out what the consumer wants designing the product so that the consumer can buy and the producer will benefit in terms of profit. And on the other hand, Bank can be defined as an institution which accepts deposits from the public and in turn divided into various types such as commercial, industrial and etc. hence the project is determined to highlight the roles of marketing in commercial banks. The purpose of this study is to enable the banks to know this importance of marketing to an organization. It will also enable the bank to compete favourably with other banks in the banking sector without the fear of loosing their study is to identify the most profitable market assessing present and future needs of the customers. The advantages of Marketing in Commercial Bank is that it allow other to evaluate their products (services), it also encourage systematic thinking on the part of manager and also increases the number of their customers. One of the major disadvantages of the role of marketing in commercial banks is that it yields low returns since banks have the same sources and almost the same style of marketing techniques.
TABLE OF CONTENTS
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract vi
Table of contents vii
CHAPTER ONE
1.1 BACKGROUND TO THE STUDY 1
1.2 STATEMENT OF THE PROBLEM 3
1.3 OBJECTIVES OF THE STUDY 4
1.4 SIGNIFICANCE OF THE STUDY 4
1.5 SCOPE OF THE STUDY 5
CHAPTER TWO
2.1 MARKETING MIX 7
2.2 THE ROLE OF MARKETING IN COMMERCIAL BANK
WITH REFERENCE TO DIAMOND BANK 17
2.3 DIAMOND BANK PRODUCTS (SERVICES) 20
2.4 STRATEGIES ADOPTED BY COMMERCIAL BANK TO
PROMOTE THEIR SERVICES WITH REFERENCE TO
DIAMOND BANK PLC 24
CHAPTER THREE
3.1 RESEARCH METHODOLOGY 31
3.2 SOURCE OF DATA COLLECTION 31
3.3 DATA COLLECTION TECHNIQUE 33
3.4 SAMPLING PROCEDURE USED 35
CHAPTER FOUR
4.1 PRESENTATION AND ANALYSIS OF DATA 36
4.2 DATA PRESENTATION 36
4.3 DATA ANALYSIS 45
CHAPTER FIVE
5.1 SUMMARY OF FINDINGS 50
5.2 CONCLUSIONS 51
5.3 RECOMMENDATIONS 53
REFERENCES
MOSES, O (2022). The Role of Marketing in Commercial Banks (A Case Study of Diamond Bank Plc, Ilorin). Afribary. Retrieved from https://afribary.com/works/the-role-of-marketing-in-commercial-banks-a-case-study-of-diamond-bank-plc-ilorin
MOSES, OLAOYE "The Role of Marketing in Commercial Banks (A Case Study of Diamond Bank Plc, Ilorin)" Afribary. Afribary, 07 Jan. 2022, https://afribary.com/works/the-role-of-marketing-in-commercial-banks-a-case-study-of-diamond-bank-plc-ilorin. Accessed 15 Oct. 2024.
MOSES, OLAOYE . "The Role of Marketing in Commercial Banks (A Case Study of Diamond Bank Plc, Ilorin)". Afribary, Afribary, 07 Jan. 2022. Web. 15 Oct. 2024. < https://afribary.com/works/the-role-of-marketing-in-commercial-banks-a-case-study-of-diamond-bank-plc-ilorin >.
MOSES, OLAOYE . "The Role of Marketing in Commercial Banks (A Case Study of Diamond Bank Plc, Ilorin)" Afribary (2022). Accessed October 15, 2024. https://afribary.com/works/the-role-of-marketing-in-commercial-banks-a-case-study-of-diamond-bank-plc-ilorin