THE IMPACT OF MARKETING STRATEGY IN NIGERIAN BANKING INDUSTRY (A CASE STUDY OF FIRST BANK NIGERIA PLC)

ABSTRACT  The Nigeria banking sector has undergone tremendous competition since the introduction of the Structural Adjustment Programme (SAP) on 1st of July, 1986, which has led to stiff competition in the industry.  Marketing strategies is a written plan, usually comprehensive describing all activities involved in a particular marketing objective and their relationship to one another in both time and magnitude which include all the necessary activities which an organization can use to achieve its long term objectives which are growth and profitability. 
This research study focus on the impact of marketing strategy in Nigeria banking industry using First Bank of Nigeria as a case study,  The study focus on the use of primary source of data by using administering of questionnaire both to the employee of the bank and also to the customer of the bank and observation method was also used in obtaining data.  The research used multiple bar charts to give a pictorial diagram of the data analysis for the demographic data while T-test was employed to test the various hypotheses formulated. The hypotheses are five in number.  At the end of the study, it was revealed that marketing strategy does not only have impact on marketing of physical product alone but also on marketing of service in order to achieve the overall organization objective of profitability and growth.
TABLE OF CONTENTSPAGE TITLE I CERTIFICATIONII DEDICATION III ACKNOWLEDGEMENTS IV   ABSTRACTVI TABLE OF CONTENTSVIII
CHAPTER ONE  INTRODUCTION  1.1Background Information1 1.2Statement of the Problem 3  1.3Objectives of the Study4 1.4Significance of the Study 5 1.5Scope of the Study 5 1.6Plan of the Study 6 1.7Definition of Key terms 6
CHAPTER TWO LITERATURE REVIEW 2.1Introduction 9 2.2The Meaning of Marketing 10 2.3Marketing Concept 13 2.4Marketing Environment 15  2.5Types of Markets 20  2.6The Product 23 2.7Product Life Cycle25 2.8Price 28  2.9Marketing Banking Services 30  2.10Objectives of Customer Services in First Bank Plc 31 2.11First Bank Products32 2.12Marketing Strategies in Financial Institution 47 2.13Banking and the Impact of Marketing Strategy 50 2.14Corporate Planning 54    
CHAPTER THREE RESEARCH METHODOLOGY  3.0Introduction32 3.1Historical Background of First Bank of Nigeria Plc 57 3.2Research Design 58 3.3Data Specification59 3.4Research Hypotheses 60 3.5Sampling Frame 62 3.6Method of Data Analysis 63    CHAPTER FOUR  DATA PRESENTATION AND ANALYSIS  4.1Introduction 65 4.2Analysis of Research in First Bank Plc, Ilorin 65 4.3Demographic Analysis for Staff 67 4.4Test of Hypotheses 70 4.5Demographic Analysis of Customers 80 4.6Test of Hypotheses 84  4.7Discussion of Research Findings 92
CHAPTER FIVE  SUMMARY, CONCLUSIONS AND RECOMMENDATIONS  5.1Summary94 5.2Conclusion  95 5.3Recommendations  96 Bibliography  99 Appendix       101