STAFF PERCEPTION OF THE EFFECTIVENESS OF MARKETING STRATEGIES IN COMMERCIAL BANKS

ABSTRACT The study examines the staff perception of marketing strategy of  First Bank and zenith bank. Out of the total population of 235, 100 persons were selected as the sample size. To determine the sample size the simple random sampling technique was used. The survey method constitute the research design. Questionnaire design by the researcher in five likert scale constitute the research instrument. The mean scores was used to analyze data. The analysis indicates that the marketing strategy adopted by FBN and ZBN are basically customer service strategy, advertising, quality improvement as well as unique packaging and effective distribution channels. Marketing strategy of FBN and ZBN affect it productivity through the enhancement of customer value which facilitate increase in sales but inspite of this, marketing strategy of FBN and ZBN is constraint with problems arising from the inability of FBN and ZBN to combine numerous models and tools of marketing used in order to stand dynamism inherent in strategic implementation due to changing marketing environment as well as lack of integrated views of planning and development of marketing strategy. In view of the findings it is clear that the marketing strategy of FBN and ZBN is effective but constraint with complexity of policy formulation and implementation due to poor human capital that can effectively manage the marketing of FBN and ZBN. It was recommended that Complete “paradigm shift” in managerial thinking, in terms of service quality delivery through continuous education and training of staff in field such as customer satisfaction and customer.
TABLE OF CONTENTS Title Page  Declaration  Certification  Dedication  Acknowledgment  Table of Contents   Abstract 
CHAPTER ONE:  INTRODUCTION 1.1Background to the Study  1.2Statement of the Problem  1.3Research Questions  1.4Objective of the Study  1.5Significance of the Study  1.6Statement of Hypothesis  1.7Scope of the Study  1.8Definition of Terms 
CHAPTER TWO:  LITERATURE REVIEW 2.1Introduction  2.2Concept of Marketing Strategies  2.3Types of Marketing Strategy  2.4Strategic Marketing Models  2.5Theoretical Framework  2.6Empirical Literature Review  2.7Marketing Strategies in Banking  2.8Challenges Militating against Marketing Strategies 
CHAPTER THREE:  RESEARCH METHODOLOGY 3.1Introduction  3.2Research Design  3.3Population of the Study  3.4Source of Data Collection  3.5Method of Data Collection  3.6Method of Data Presentation and Analysis 
CHAPTER FOUR:  DATA PRESENTATIONA ND ANALYSIS 4.1Introduction  4.2Respondent Characteristics  4.3Data Presentation and Analysis  4.4Test of Hypotheses  4.5Summary of Findings 
CHAPTER FIVE:  SUMMARY, CONCLUSION AND RECOMMENDATION 5.1Summary  5.2Conclusion  5.3Recommendations  5.4Limitations of the Study   References  Appendix