TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Table of contents
CHAPTER ONE
Introduction
Statement of problem
Research question
Objective of the study
Research hypothesis
Significance / justification of the study
Scope and limitation of the study
Definition of the key term
Organization plan of the study
CHAPTER TWO
Literature Review
Historical background of the case study
What is marketing
The marketing mix
Marketing channels
Market Segmentation
The importance and development of marketing
Marketing (Selling) function of commercial banks
Public Relations
Selling
Standard of service
Service offer by first bank plc
Difference between marketing of banking services and marketing of other consumer or industrial product.
CHAPTER THREE
Research Methodology
Research population
Sampling techniques
Statistical techniques employed
Validity and reliability
CHAPTER FOUR
Data presentation and analysis
Analysis of data
Test of hypothesis
CHAPTER FIVE
Findings
Summary
Conclusion and Recommendations
References
CHAPTER ONE
1.1 INTRODUCTION
Deposit mobilization is the bedrock of the present future growth of banks. In the past emphasis was on marketing and distribution of goods but with recent development which arises due to technological economical and social changes as well as changes in the people expectation marketing of financial services has gone beyond these for the continuous survival of financial institution. The traditional approach to banking began to chances as bankers come to realize that marketing has a role to play in any modern organization whether such organization is profit oriented or not profit oriented. The role of marketing becomes important in Nigeria as the business of banking grow from the function of taking deposit; lending money transmission service to include a host of other financial services. Profit making activities in an organization is very important, profit have to be made ensured survival and to finance development.
In an organization like commercial banks profit marketing strategy in business. It involves the effort to understand and satisfy the need of both present and potential customers. In order to satisfy customer, the need for the application of different element knows as marketing mix.