STAFF PERCEPTION OF THE EFFECTIVENESS OF MARKETING STRATEGIES IN COMMERCIAL BANKS
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Marketing is the direct way in which an organization tries to reach its public. This is performed through the five elements of the marketing mix. With the growing importance of the financial sector, pressures are escalating for more effective marketing management of the financial services. Effective marketing strategies are the key to frontline sales performance. Financial institutions typically use a variety of sales tools and processes to achieve their sales goals. Among the best practices of those with highly successful sales programs is having the marketing strategies provided to management and front line staff at all branches that describes tools and processes in detail, helping to ensure that everyone involved in sales, no matter how remotely, operates on a coordinated basis. The banking industry is highly competitive, with banks not competing with each other, but with non banks and financial institutions. Most banks product development is easy to increase and when banks provide nearly similar services, they can only distinguish themselves based on price and quality. Therefore, customer marketing strategies is an effective and important tool that banks can use to gain a strategic advantage and service in today’s ever increasing banking competitive environment. Banks offer wide range of financial services, to personal and business customers; some of these services which are bank account, guarantor ship, and investment adviser are needed by an appreciable number of
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