THE IMPACT OF MARKETING STRATEGY ON DEPOSIT MOBILIZATION IN NIGERIA BANKS ( A CASE STUDY OF ZENITH INTERNATIONAL BANK)

THE IMPACT OF MARKETING STRATEGY ON DEPOSIT MOBILIZATION IN NIGERIA BANKS ( A CASE STUDY OF ZENITH INTERNATIONAL BANK)

ABSTRACT

It is widely believed that proper application of marketing concept in financial service will help Nigeria banks to achieve their stated goal and objective within stiff competition.

Thus this research work is to find outs how the importance of marketing strategy in Nigeria banks will propagated so as to project every marketing arms of a business as a life wire of such bank.

The result from this research work showed that the data was collected through the use of Historical method, Observation method, Experimental and Survey method.

All the text books consulted would be reviewed and brought forward in the project. The terms relating to marketing would be defined and explained.

Therefore, this research work will provide the in depth meaning of marketing, marketing concept, target market, customers needs, customer service and intergraded marketing.

Also this research work will make a recommendation that will be based on the result of finding on the topic.

TABLE CONTENTS

Title Page———i

Certification——–ii

Dedication———iii

Acknowledgement——-iv

Abstract ———vi

Table of Content——–vii

Chapter One

1.0 Introduction ——-1

1.1 Statement of Problem——4

1.2 Purpose of the Study——5

1.3 Significance of Study——8

1.4 Limitation——–9

1.5 Scope of Study——-11

Chapter Two

2.0 Review of Related Literature —-12

2.6 Summary of Literature Review—- 19

Chapter Three

3.0 Research Methodology and Procedure—22

3.1 Population ——–22

3.2 Sample and Sampling Technique—-22

3.3 Validation of the Instrument —-23

3.4 Reliability of the Instrument —–23

3.5 Data Analysis——-23

Chapter Four

4.0 Presentation and Discussion of Result—24

4.1 Analysis and interpretaion of Data—25

4.2 Discussion of Results——38

Chapter Five

5.0. Summary, Conclusion, and Recommendation  –40

5.1 Summary——–40

5.2 Conclusion——–41

5.3 Recommendation——42

References ———45

Appendix 1——–47

Appendix ———50