Abstract: Having observe the competitive nature of the world today, Firms must be tactical in their operations in order to meet the increasing challenges of the economy. One vital way to succeed is for a firm to be able to strategically market its products or services.
The Banking Organization which is the focus of this study, is in business to render services. Therefore, the Commercial Bank must be prepared not just to provide the service, but to do so qualitatively and aggressively if they must serve. Gone are the days when banking was viewed as a "seller's" market whereby customers had the impression that they were privileged to enjoy the services of a bank. Today, it is the turn of the bankers to go out and seek for customers and also strive to retain them by identifying their various needs and satisfying them as well.
This study was done to review the application of marketing strategies to customers related services of selected Commercial Banks of Nigeria specifically Union Bank. The findings have shown that the Bank have only just begin to grasp the full meaning and understanding of marketing and its application to business. Even then, there are still to be found traits of poor staff attitude to customers, long delays in Banks, lukewarm attitude of Management towards rural banking, among others. In the light of these findings, the following recommendations were proffered: 1. That the Banks should go all out to market their services more aggressively by stepping up the use of salesmen bankers who will serve as consultants and advisers to clients who are seeking financial services. 2. Furthermore, banks should set up research units to carry out more research into different customer's needs and based on that: 3. to be more customer-conscious in the design of their services in banking industry.............ORDER FOR COMPLETE PROJECT MATERIAL NOW!! .
