SOLD BY: THE ROLE OF MARKETING IN BANKING INDUSTRY
According to Jerome M. E. (1991) Application in basic of marketing define the role of marketing as a very important and vital role in the banking industry where numerous problems are encountered.
Banking service stands on a different horizon because of the degree of tangible products to services rendered to customers. Any activity or benefit that one offers to another that essential tangible is known as services.
The role of marketing in the banking industry cannot be over emphasized in the following ways:
a. Financial services cannot be separated from the personnel point of distribution of the sellers.
b. Service cannot be inventories, store or transported.
c. Financial service are standard point the above point defines the nature of marketing services in banking industry.
Services industry in Nigeria are facing a very serious competition especially the banking firms each strive hard to satisfy customers loyalty, create good image about their company, have a substantial market share etc. As the standard of living is rising day – by – day people now see the importance to keep their money in bank because they think it is safe. The growth of banking industry in Nigeria have been attributed to the society. In the early sixties, they failed to realize that market does not only involve hardly physical or tangible product but also services which are intangible.
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