THE APPLICATION OF MARKETING CONCEPT IN BANKING INDUSTRY(A STUDY OF UBA BANK, WARRI BRANCH)

The banking industry is undergoing a period of transformation and this mq7uires new orientation on the part of banks. In this new competitive environment, banks have to re-think in their total marketing strategies and &e to the terms with the necessity for marketing of services. The objective of the study is to determine f the bankers are effectively customer oriented to meet challenges posse by the changing environment and to determine the marketing philosophy or orientation of banks (represented by the employee)vis-a- vis current happening in the industry. In Course of the literature review, five distinct marketing philosophies were identified. The marketing philosophy banks are represented by their employees and customers oriented. The conclusion of the study is that marketing concept is not effectively practiced by banks. The hypothesis is that the marketing concept orientation in bank is independent on their marketing training environmental factors such as competition in banking, legal provision, government policy, technology in banking, client behavior and the bank present marketing concept is bad and could not be disproved thus, they were accepted. Recommended strategies for introducing and establishing marketing task force and getting managing directors or chief executives, that is market oriented to initiate move. The argument for a marketing orientation has to be closed to its customers in order to identify their whole organization toward satisfying them better than their competitors.