ABSTRACT
The study titled “impact of marketing research activities on the financial service and delivery in Nigeria bank” seek for further enlightening the ways and how banks have been able to use various marketing tools to market its service. This research work also deal with making appropriate for sound decision making. The marketing research result, collection of the information, and suggestion that could lead to the marketing as performances of business activities that direct the flow of goods and services from producers to consumer in order to satisfy consumers. That marketing is identify the most profitable markets now and in future, setting business development goals and making plan to meet not just in he banking industry alone. Marketing research is the investigation and idealization of information from all available source and its adoption to banks marketing needs.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
American marketing association approved an expanded definition of marketing in 1987, the previous definition – the systematic gathering, recording and analyzing of data had been criticized because it reviewed marketing research activities too narrowly.
The new definition state marketing research is the function which links the customer and the public to the marketing opportunities and problems generate, refine and evaluate marketing action, monitor marketing performances and improve understanding of marketing as a process.
Marketing research specifies that information required to address the issues designs the method for collecting information manages and implements the data collection (process, analyze the result and communicate the finding and their implications).
Marketing is changing the banking business marketing actually change any business long before marketing was embraced by the financial institution bank also enjoyed an advantageous and privileged position as financial intermediaries workers of the economy. The traditional concept of banking institution is basically to serve as financial intermediaries between depositor and user of investment funds this institution must complete to ensure their continuous survival and relevance in the ever-competitive Nigeria environment.
The competition is even made stiffer because banks will compete not just with each other alone but with all other non-banking financial institution operating in the market.
Marketing is essentially on externally focused function of the firm. The firm’s environment defines its threat and opportunities. The environment is complex and undergoes continuous and sometimes catalysis change. An organization must adopt continuously to the changing environment or be overcome by it. A passive firm faces survive and probably enjoy modest growth and a creative firm will prosper an even contribute to the changes taking place in the external environment.
The operating environment for banks in Nigeria since the introduction of the structural adjustment programme (SAP) in September (1986) has further encouraged increased competition among the banks. Liberal bank licensing policy by the government over changing regulatory policies change in foreign exchange and interest policies of the government all encourage stiffer competition previously unknown to the banking industry in Nigeria, most especially during the present increase capital base of bank. it is against the competitive background that the marketing at banks services becomes all the more relevant with greater competition and with more sophisticated and quality conscious customers success in the financial business require the adoption of marketing orientation that is to closely look at the market in which it operate with a view to developing and producing service sector. The financial services sector in general and banks in particulars have been slow to adopt the marketing philosophy. Therefore to the changing environment that has occasioned the re-approach. As the contents of the write-up untold the impact of marketing research activities on the banking business in Nigeria.
1.2 OBJECTIVES OF THE STUDY
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