The role of product management in the marketing of banking service

 

Table Of Contents

  • <p> </p><p>Title page &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ii</p><p>Approval page &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iii</p><p>Dedication &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; iv</p><p>Acknowledgement &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; v</p><p>Abstract &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; vii</p><p>Table of contents &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; x</p><p><strong>

Chapter ONE

INTRODUCTION

  • </strong></p><p>Introduction &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;1</p><p>
  • 1.1&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Background of the study &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1</p><p>
  • 1.2&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Statement of the problem &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;6</p><p>
  • 1.3&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Objective of the study &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;7</p><p>
  • 1.4&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Formulation of hypothesis &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 9</p><p>
  • 1.5&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Significance of the study &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;10</p><p>
  • 1.6&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Scope of the study &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 11</p><p>
  • 1.7&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Definition of terms &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 12</p><p><strong>

Chapter TWO

LITERATURE REVIEW

  • </strong></p><p>Literature review &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;13</p><p>
  • 2.0&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;What is a product &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;13</p><p>
  • 2.1&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;New product development process</p><p>in the banking industries &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;13</p><p>
  • 2.2&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The concept of product management &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 15</p><p>
  • 2.3&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Distribution of bank product &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 16</p><p>
  • 2.4&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Promotional strategies for</p><p>bank product &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;18</p><p>
  • 2.5&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Pricing strategies for bank product &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;19</p><p>
  • 2.6&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Problem of service product marketing &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 22</p><p>
  • 2.7&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Problems Of Services Products</p><p>Marketing &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 24</p><p><strong>

Chapter THREE

RESEARCH METHODOLOGY

  • </strong></p><p>
  • 3.0&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Research methodology &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 27</p><p>
  • 3.1&nbsp; &nbsp; source of data &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 27</p><p>
  • 3.2&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Population of study &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 29</p><p>
  • 3.3&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Sample size determination &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 29</p><p>
  • 3.4&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Sampling techniques &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;32</p><p>
  • 3.5&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Research instrument used &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;32</p><p>
  • 3.6&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Method of data analysis and treatment &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;33</p><p>
  • 3.7&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Limitation &nbsp; of the study &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;33</p><p><strong>

Chapter FOUR

DATA PRESENTATION AND ANALYSIS

  • </strong></p><p>
  • 4.0&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Presentation, analysis and</p><p>interpretation of data &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 35</p><p>
  • 4.1&nbsp; &nbsp; presentation and analysis of data &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 35</p><p>
  • 4.2&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Testing of hypothesis &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 47</p><p>
  • 4.3&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Interpretation of data &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 56</p><p><strong>

Chapter FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

  • </strong></p><p>Summary of finding recommendation</p><p>and conclusion &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 57</p><p>
  • 5.1&nbsp; &nbsp; Summary of findings &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;57</p><p>
  • 5.2&nbsp; &nbsp; Recommendation &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 58</p><p>
  • 5.3&nbsp; &nbsp; Conclusion &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 60</p><p>Bibliography &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;62</p><p>Appendix &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 64</p> <br><p></p>

Project Abstract

<p> </p><p>This study Examined the role of product management in &nbsp;the marketing of bank service. &nbsp;Some of the objectives of this study were.</p><p>1. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; To find out the difficulties environment in the process of product management in first bank and</p><p>2. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; To determine, if the management of the bank &nbsp;product leads to increase product quality</p><p>3. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; To offer possible solution and suggestion for addressing such &nbsp;problem or make recommendation that lead &nbsp;better customer relationship.</p><p>4. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; To determine the effect of product management bank on profitability.</p><p>Based on these objectives, hypothesis were formulated , Data were sourced, extensive literature review on text book, journal and materials on the area of the study was carryout, while primary data sourced from respondent.</p><p>The population of he study include.</p><p>Bank personnel and customer of the said bank in Aba metropoli.</p><p>Burley formular was used based on census figure of 1991 population</p><p>The data collected were analyzed using simple percentage and statistical table.</p><p>A careful study &nbsp;of data collected shown the following.</p><p>1 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;That services rendered by the said bank stagy the customer but &nbsp; &nbsp; &nbsp;not effective and efficiently as possible .</p><p>2. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;It show that with a well organize product management will leads &nbsp; &nbsp;to increase in the adoption process &nbsp; &nbsp;of the &nbsp;product by the &nbsp; &nbsp; &nbsp; consumer with these it make it possible for them to compete &nbsp; &nbsp; &nbsp; effective with other organization in same business .</p><p>3 &nbsp; &nbsp; &nbsp; &nbsp;The researcher agrees that the managers and bank directors &nbsp; agrees that product management is very a necessary in marketing &nbsp; &nbsp; &nbsp;activities of every organization or business.</p><p>The researcher the following recommendations after careful study of the finding.</p><p>1. &nbsp; &nbsp; &nbsp; That the organization should increased the activity that is &nbsp; &nbsp; &nbsp;associated with product management which will bring about increase in sales of the &nbsp;product and also organization image.</p><p>2. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The employee of he organization should be educated more of the &nbsp; importance of product management in an organization</p><p>3. &nbsp; &nbsp; &nbsp; The organization should seek support from consumer customer &nbsp; &nbsp; &nbsp;of the organization in order help in &nbsp;given information needed for &nbsp; &nbsp; &nbsp; &nbsp; proper product development and management. &nbsp;In doing these a &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;welfare department need to be establish in the organization.</p><p>The researcher concluded that the organization should be up and doing in product management to produce services that will effectively and efficiently satisfy the customer needs.</p><p><br></p> <br><p></p>

Project Overview

<p> </p><div><p><strong>INTRODUCTION</strong></p><p><strong>1.1 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</strong><strong>BACKGROUND &nbsp;OF THE STUDY</strong></p><p>Product management embraces the task of adjusting the product throughout its life to match the ever-changing demands of the market place. &nbsp;Too many organizations make the mistake of thinking that consumers fed and act as they do ad share their wants.</p><p>The job of managing a product, then is one of constantly monitoring the market and adjusting the products to meet the markets needs and wants. &nbsp;The better the product matches the needs of &nbsp;its market, the more successful it is likely to be.</p><p>Today, as product and service become more, and more commoditized many organization are moving to new level in creating value for their customer. &nbsp;To differentiate their offers, they are developing and delivering total customer, experience, whereas &nbsp;product are tangible and service are intangible, experience are memorable, whereas product and service are memorable when as product and service are external, experience &nbsp;are personal and take place in the minds of individual consumer. Organization that – market experience realize that customer are really buying much more than just product and service.</p><p>For a product to successful gain acceptance in the market environment a well organized product development and management must be there product management is the process of tilling the proposed product to the requirement and opportunities of the market (Rewold etal 1977) product management, involves the process of anticipating the needs of the market place &nbsp;initiating action towards the identification and production of product and service which will best satisfy the needs and wand of the &nbsp;trapped market environment. Product management is internal factor in an organization. &nbsp;A product once, it is commercialized face the problem of management. &nbsp;The firm is not alone in the industry and its competitor will want to enter the market, if the product proves successful. &nbsp;It therefore, follows that the firm must manage it product right from the introduction state till the maturate or even declining stage (Buzzell 1966).</p></div><h3></h3><br> <br><p></p>
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