Evaluating the Impact of Marketing on the Service of Banking Industry (Case Study of First Bank of Nigeria Plc.)

TABLE OF CONTENT

TITLE PAGE

CERTIFICATION

DEDICATION

ACKNOWLEDGEMENT

TABLE OF CONTENT

ABSTRACT

CHAPTER ONE ­– INTRODUCTION                                                        1

1.1      BACKGROUND OF THE STUDY                                                       1

1.2      STATEMENT OF THE RESEARCH PROBLEM                                           2

1.3      OBJECTIVES OF THE STUDY                                                         2

1.4      SIGNIFICANCE OF THE STUDY                                                      3

1.5      RESEARCH QUESTION                                                            3

1.6      SCOPE OF THE STUDY                                                            4

1.7      LIMITATION OF THE STUDY                                                          4

1.8      SOLUTION TO THE CONSTRAINTS OF THE STUDY                                       5

1.9      STUDY PLAN                                                                   5

1.10  DEFINITION OF KEY TERMS                                                   5

CHAPTER TWO- LITERATURE REVIEW                                                      7

2.1 MEANING OF MARKETING                                                                   7

2.2 MARKETING CONCEPTS                                                               8

2.3 MEANING OF SERVICE ORGANISATION                                               8

2.4 MARKETING SERVICES                                                                9

2.5 MARKETING MIX ELEMENTS                                                        11

2.6 SPECIAL FEATURES OF SERVICES                                                      15

2.7 EXTERNAL, INTERNAL AND INTERACTING MARKET                                             17

2.8 HYPOTHESIS FORMULATION                                                        18

CHAPTER THREE- RESEARCH METHODOLOGY                                                 19

3.1 HISTORICAL PROFILE OF THE CASE STUDY                                               19

3.2 METHOD OF DATA COLLECTION                                                         20

3.3POPULATION AND SAMPLE SIZE                                                           21

3.4 SAMPLING TECHNOLOGY                                                             21

3.5 METHOD OF DATA ANALYSIS                                                       21

CHAPTER FOUR- DATA PRESENTATION AND ANALYSIS                                     

4.1 DISCUSION OF ANALYSIS                                                             23

4.2 DISCUSION OF FINDINGS                                                             35

CHAPTER FIVE-SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 SUAMMARY                                                                          37

5.2 CONCLUSION                                                                        37

5.3 RECOMMENDATION                                                              38

BIBLIOGRAPHY                                                                                  39

APPENDICES                                                                             

A     LETTER OF INTRODUCTION                                                        40

B     QUESTIONNAIRE                                                                41

CHAPTER ONE

1.0: BACKGROUND TO THE STUDY

1.1: INTRODUCTION

         Marketing as a discipline has evolved from its old origin of distribution and selling to a comprehensive modern philosophy of marketing. Thus marketing today is perceived as a cornerstone of policy and practice of small, big knowledgeable organizations including non profit making organization such as government parastatals, ministries etc. and non governmental organization such as Churches, Mosques who are seeing Marketing as a new way of looking at their relationship with their publics. Marketing is usually identified with an economy of abundance where a nation produces for beyond the substance needs and in order to maintain competition advantages. Marketing is no longer a mere distribution and services, it has evolved into a central business function which tries to dynamically relate the organization to its markets and thus enable it to adjust and service the changing environment. The managers today are not only tasked with determining the price of a product or services rendered but also has to set targets, organize marketing instrument and control the various marketing mixes in order to achieve set objectives. These customers’ requirements or needs can be tangible or intangibles i.e.  Physical products and services.