TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgement iv-v
Table of contents vi-vii
CHAPTER ONE
- Introduction                                                           1
- Background of the Study                                               1-3
- Statement of problem                                           3-4
- Objectives of the study                                         4-5
- Significance of the study                                      5-6
- Scope of the study                                                 6-7
- Limitation of the study                                         7-9
CHAPTER TWO
2.0 Literature Review 10
2.1 Conceptual Frame work 10-12
2.2 Some basis Marketing Concept 12-17
2.3 Marketing Mix 17-19
2.4 Application of Marketing Mix to financial institution                                                        19-29
2.5 Market Segmentation in Banking Industry 29-31
2.6 Impact of Marketing in the Service of
Banking Industry 32-34
2.7 The problem of Marketing 34-36
CHAPTER THREE:
- Research Methodology                                     37
- Research Population                                         37
- Sampling Size                                                   37-38
- Sampling Technique                                         38-39
- Data Collection Method                                   39
- Method of Data Presentation                                     39-40
CHAPTER FOUR:
- Historical Background of First Bank Nig. Plc.        41-43
- Data presentation                                              43-44
- Analysis of Data                                               45-55
- Discussion of findings                                      56-57
CHAPTER FIVE:
5.0 Summary, Conclusion Recommendation. 58
5.1 Summary 58-59
5.2 Conclusion 59-61
5.3 Recommendation 61-63
Appendix I 64
Appendix II 65-66
References 67-68
CHAPTER ONE
INTRODUCTION
BACKGROUND TO THE STUDY
This research is an attempt to disapprove the pervasive notion that marketing is relevant only to the selling of physical end tangible products.
The nation was due to the fact for that for a long time, financial institution was a seller market where the buyer had to seek in some cases forming the impression that it was a privilege for him enjoy the service of a bank or other financial institutions.
Financial institution can be defines as any establishment or organization responsible for providing financial services to their customers the government as well as the general public. These financial services include acceptance of deposits given of loan, stocks and bonds where life assurance e.t.c Institution covered under the term financial institution includes the Banks, institution forms, store Broking forms investment house, discount house e.t.c.
In the past years, before the advent of financial institution, particularly Banks that were established in Nigeria.
Nigerians have ways of keeping their valuable like jewelries and money at home or in their farms. In a report carried out a statement was made by CBN official Dr. Victor Odoze published by new Nigerian newspaper on 17th January 1993 that Nigerians do not keep their money in Banks. He also spoke in details that a total N3.777 Millions or 89% of currency issued was being kept at home by people or in the private safes of individual Nigerian as at July ending 1981.
Today, things have changed the financial institution in general and the banks in particular have witnessed and still witnessing rapid changes in their operational environments. This modern banking industry is required those who are in the industry. (The bankers) to look into well stocked shelves of services that they have offer and out to approach the clients to whom such services can be sold.
As result of changes in the banking industry and commerce generally coupled with the government effort at influencing the state of the economy. The marketing environment of the banking industry is responding to the changes. There must be a quiet banking to a more purposeful banking.
Since marketing involves findings out that consumer’s need and providing product that will satisfy those needs at a profit, then financial institution must respond to a new way of the changes in their environment by fashioning out new practice and investment to meet their customers’ needs.
- STATEMENT OF THE PROBLEM
In the past years marketing had been neglected in the financial institutions particularly in the banking industries due to the nature of services they offered, which is intangible product. This has created a lot of problems for them since they face competition from other financial institutions.
In service industry, generally the practice of marketing is not enough. It is viewed that there is no need to apply marketing principles. This may be due to their ignorance of what marketing is and its important to the economy. The categorized marketing as selling and they feed to understand the real meaning of marketing.
The general statement of problem of the study is as follows:-
