CHAPTER ONE
1.0 INTRODUCTION
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.