THE IMPACT OF MARKETING IN SERVICES INDUSTRIES


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THE IMPACT OF MARKETING IN SERVICES INDUSTRIES (A CASE STUDY OF UNITED BANK OF AFRICA PLC, ILORIN, KWARA STATE)  

ABSTRACT

This research will be based on the impact of marketing in services industry. (A case study of United Bank of Africa Plc).

Marketing is an actually directed at satisfying customers needs and wants through exchanging transaction in the marketing. According to American Marketing association officials, they define marketing as performance of business from the producer to consumer, and financial setting that deals with provision of financial (money) services to their customers, government, as well as general public.

The impact of marketing in every financial institution with special interest in the banking industries can never be over emphasized.

Marketing helps the financial institution (Bank) over stiff competition within and outside the industry.

Bank must adopt following positive marketing approach.

⦁ Process of marketing

⦁ Market segmentation

⦁ Marketing Mix

⦁ Branch marketing program  etc

In order to withstand or complete with other type of financial institution not just only with bank life itself and to effectively and efficiently accomplish the organization goal and objectives.

TABLE OF CONTENTS

Title Page i

Certificationii

Dedication ii

Acknowledgement iv

Abstract v

CHAPTER ONE

1.1 Introduction 1

1.2 Statement of the problems 1

1.3 Aims and Objectives  of the study 2

1.4 Scope of the study 2

1.5 Definition of terms & concepts 3

1.6 Limitations of the study 4

1.7 Research Hypothesis of the study 4

CHAPTER TWO

2.0 Literature Review 6

2.1 Marketing Mix 15

2.2 Impact of marketing on banking services 22

2.3 Importance of marketing 23

CHAPTER THREE

3.0 Research methodology 24

3.1 Method of data collection 24

3.2 Historical background of the case study 25

3.3. Organizational structure of UBA Plc 27

3.3 Selection of participant 33

CHAPTER FOUR

4.0 Research Design 37

4.1 Analysis and data presentation 37

4.2 Test of hypothesis 52

4.3 The impact of UBA marketing strategy on services

CHAPTER FIVE

5.0 Findings 70

5.1 Summary 71

5.2 Recommendation 72

5.3 Conclusion 74

5.4 Questionnaire 76

References 82

CHAPTER ONE

INTRODUCTION

There have been a lot of services offer in Nigeria and even in the world from the creation of the world business services can be classified in two we have profit making organization and non profit making organization services. Profit making are those business done in other to make profit they are profit oriented while non-profit making service are for humanization welfarerism of people such as church, mosque and social services.

1.2 STATEMENT OF THE PROBLEM

The statement of the problem is to examine the relevance of marketing to services of the banking industry and also to know how the marketing mix element have been used to satisfy the customers and thereby improving to effectiveness and efficiency of the banking industry through the use of public marketing it also help in hiring advices to a better way of improving the banking efficiency of the banking industry  through the use of pack marketing, it also help in hiring advices to a better way of improving the banking efficiency, if they have not use the marketing mix or have no channeled a mix in proper way.

1.3 AIMS AND OBJECTIVES OF THE STUDY

The aims of this topic is to know the extent the survival of customers financial needs and effective marketing is the only way out. Also to understand air system, evaluate its strength and weakness and appreciate its unique and quantities.

⦁ Knowing the services of UBA

⦁ Critically examine the relevance of marketing and tools applied to services marketing of UBA

⦁ Identifying the marketing strategies to the bank.

1.4 SCOPE OF THE STUDY

The study is expected to cover the area of operation of Banks that is its services offered and its marketing in Nigeria; it will study the effect of the 4ps of marketing in relationship with the customers.

It will highlight position of the company as regards the problems faced by the economy and the live and take a closer look at the management mix bag.

1.5 DEFINITION OF TERMS AND CONCEPTS

Marketing: Marketing is the delivery of consumer satisfaction at a profit.

Marketing Mix: Marketing mix defined as the combination of decision on the elements of marketing that spells out the marketers strategy.

Product: Product refers to as anything that can be offered to a market for attention acquisition or consumption that might satisfy a want or need.

Services: Any activity or benefit that are one party can offer to another that is essentially intangible and does not result in the ownership of anything.

Industry: An industry can be defined as those economic activities which involve transformation of basics or semi processes inputs into new product in order to satisfy the needs and want of the customers.

Marketing: is the set of actual and potential buyers of a product.

1.6 LIMITATION OF THE STUDY

The research will have some limitation factors which would not enable it to be better of than those as you know the human being are problem oriented or can not do without limitation. The limitations of the study are time, human resources, financial problem and materials.

1.7 RESEARCH HYPOTHESIS OF THE STUDY

According to the advanced learner’s dictionary, hypothesis is a statement of idea, suggestion put forward as a starting point of reasoning and explanation, hypothesis are subject to senses of test before they could either be accepted or rejected.

For the purpose the research study one hypothesis will be put forward.

H0: marketing will not make an impact on services industry

Hi: Marketing will make an impact on services industry

.

THE IMPACT OF MARKETING IN SERVICES INDUSTRIES


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