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EFFECTIVE APPLICATION OF MARKETING CONCEPT IN BANK SERVICE

(A CASE STUDY OF COMMERCIAL BANK IN ENUGU)

 

ABSTRACT

          Banks are established to make profits. The customers or is it as a result of the service provided by these banks.

          It is the aim at this research to find out if banks apply the marketing concept. Is customer’s satisfaction what these banks attain to achieve. This research work has three chapters.

          Chapter one contains a general discussion of marketing concept as see by different people. It went further to state the problems associated with the study, problems that the study will be concerned with, the importance of the studying the area and the definition of terms.

          Number of past related literature examined by other studies which contains the origin of the study, school of thought within the subject area, school of thought to the problem of the subject, different methods of studying the problem and summary.

          Chapter three deals with conclusion, presentation of data, the data got from the research survey were analyzed, recommendation made by the researchers to ensure, if banks would put the recommendation made in the study in to use, these will not only to satisfied customers with service offered, but a continuous increase in profit made thereby making the problem of the banks a thing of the past and finally is conclusion of the research.

 

CHAPTER ONE

INTRODUCTION

1. GENERAL BACKGROUND OF THE STUDY

 

As competition between businesses geared up, it become to turn attention to customers needs and wants which are naturally insatiable. The effectiveness-marketing concept arose to challenge all other previous concepts.

The marketing concept holds that the key to achieving organizations goals consists in determining needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors. The marketing concept is a frame of mind the marketer works with. It is based on a market focus, customer orientation, coordinated marketing and profitability.

The marketing concept starts with a well defnd market. The organization determines who its market will be, who he hopes to satisfy, even after company can still fail at customers orientation. By customer’s orientation, the customer’s need is defined from the customer’s viewpoint and not from that of the company. Customer orientation seeks to crown the customer as king recognizing that he is the lifeblood of the organization, and aims at satisfying the desires of the consumers.