The Role of Marketing in Commercial Banks (A Case Study of Diamond Bank Plc, Ilorin)

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