Key Features:

- No of Pages: 90

- No of Chapters: 05

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Introduction:

Abstract

The study examines the staff perception of marketing strategy of First Bank and zenith bank. Out of the total population of 235, 100 persons were selected as the sample size. To determine the sample size the simple random sampling technique was used. The survey method constitute the research design. Questionnaire design by the researcher in five likert scale constitute the research instrument. The mean scores was used to analyze data. The analysis indicates that the marketing strategy adopted by FBN and ZBN are basically customer service strategy, advertising, quality improvement as well as unique packaging and effective distribution channels. Marketing strategy of FBN and ZBN affect it productivity through the enhancement of customer value which facilitate increase in sales but inspite of this, marketing strategy of FBN and ZBN is constraint with problems arising from the inability of FBN and ZBN to combine numerous models and tools of marketing used in order to stand dynamism inherent in strategic implementation due to changing marketing environment as well as lack of integrated views of planning and development of marketing strategy. In view of the findings it is clear that the marketing strategy of FBN and ZBN is effective but constraint with complexity of policy formulation and implementation due to poor human capital that can effectively manage the marketing of FBN and ZBN. It was recommended that Complete “paradigm shift” in managerial thinking, in terms of service quality delivery through continuous education and training of staff in field such as customer satisfaction and customer.

Table of Content

Title Page

Declaration

Certification

Dedication

Acknowledgment

Table of Contents

Abstract



CHAPTER ONE:

INTRODUCTION

1.1 Background to the Study

1.2 Statement of the Problem

1.3 Research Questions

1.4 Objective of the Study

1.5 Significance of the Study

1.6 Statement of Hypothesis

1.7 Scope of the Study

1.8 Definition of Terms



CHAPTER TWO:

LITERATURE REVIEW

2.1 Introduction

2.2 Concept of Marketing Strategies

2.3 Types of Marketing Strategy

2.4 Strategic Marketing Models

2.5 Theoretical Framework

2.6 Empirical Literature Review

2.7 Marketing Strategies in Banking

2.8 Challenges Militating against Marketing Strategies



CHAPTER THREE:

RESEARCH METHODOLOGY

3.1 Introduction

3.2 Research Design

3.3 Population of the Study

3.4 Source of Data Collection

3.5 Method of Data Collection

3.6 Method of Data Presentation and Analysis



CHAPTER FOUR:

DATA PRESENTATIONA ND ANALYSIS

4.1 Introduction

4.2 Respondent Characteristics

4.3 Data Presentation and Analysis

4.4 Test of Hypotheses

4.5 Summary of Findings



CHAPTER FIVE:

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary

5.2 Conclusion

5.3 Recommendations

5.4 Limitations of the Study

References

Appendix

Introduction

The introduction of this research is only available in the paid version.