A Survey On Problems Of Marketing Commercial Bank Services (A Case Study Of Union Bank Of Nigeria Plc, Garden Avenue, Enugu)
1.1 Background Of The Study
For bank to survive in today’s growing dynamic highly competitive bank environment the marketing of the banking service is indeed inevitable so that they can serve its customers with a well tail over package and creating programme in order to meet adequately the various needs of its customers and other company specific requirements.
Marketing starts when one social unit anticipates identifies and designs the feature of a product or services to march the need structure of other social units. These efforts are made with the intent to obtain a transaction between competent social units Okafor U. (1994:9)
The marketing concept as a management orientation according to Philip kofler holds that the key to achieving organization goal is imbibed in the organization determining the need and wants of target market undercutting itself to delivering the desired satisfaction more effecting and efficiently than its competitors. Bank marketing therefore could be described as the process through which banks affect and keep customers by designing and offering service and inventions that make banking advantages to those customers.
Marketing did not come into banks with “marketing concept but with the advertising and promotion concept.
Banks were facing increased completion and a few stinted to embark on aggressive advertising people to a bank in easy but converting them to loyal customers is difficult hence the interdiction of the marketing concept.
Here they had to formulate programmes to please these customers and in achieving this they tried to offer a veracity of financial and specialized service to them.
They used tried to install a lot of effective systems for efficient marketing analysis implementation and control (kotler, 1994: 28)
The central bank of Nigeria (CBN) has the responsibility of defining the requirements for the establishment of various classes of bank have on their own defined their service requirement some example are shown in the table over-leaf
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- TOPIC: A Survey On Problems Of Marketing Commercial Bank Services (A Case Study Of Union Bank Of Nigeria Plc, Garden Avenue, Enugu)
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