AN EVALUATION OF THE MARKETING STRATEGIES OF SERVICE INDUSTRIES IN NIGERIA

( A COMPARATIVE STUDY OF UNION BANK PLC AND INLAND BANK PLC.)

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Department of Administration

90 Pages 7,102 Words 12 Views PDF Format No. of Chapters: 1 to 5 Chapters
Reference/Bibliography: YES 30.00 USD PROJECT
ABSTRACT

Given the competitive nature of the business world today, firms must be up and doing in order to meet the ever-increasing challenges of the economy. One vital way to succeed is for a firm to be able to strategically market its products or services. The banking industry, which is the focus of this study, is in business to render services. Therefore, the commercial banks must be prepared not just to provide the services, but to do so qualitatively and aggressively if they must survive. Gone are the days When banking was viewed as a "sellers market" whereby customers had the impression that they were priviledged to enjoy the services of a bank. Today it is the turn of the bankers to go out and seek for customers and also strive to retain them by identifying their various needs and satisfying them. This study was done to review the marketing strategies of Union Bank Plc and Inland Bank Plc. The findings have shownthat the two banks have only just begun to grasp the full meaning and understanding of marketing and its application to business. Even then, there are still to be found traits of poor staff attitude to customers, long delays in banks, lukewarm attitude of management towards rural banking, among others.

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90 Pages 7,102 Words 12 Views PDF Format No. of Chapters: 1 to 5 Chapters
Reference/Bibliography: YES 30.00 USD PROJECT

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