THE IMPACT OF MARKETING STRATEGY ON THE PRODUCTIVITY OF AN ORGANIZATION: A CASE STUDY OF FIRST BANK NIGERIA PLC

📄 Project Abstract

The challenges of measuring marketing strategy in relation to productivity has been inadequately address by previous researches and marketing text in Nigeria. Hence this study examines the effect of marketing strategy of First Bank. Out of the total population of first bank, Kaduna main branch with a staff strength of 135 persons were selected as the sample size. The survey method constitutes the research design. Questionnaire design in the five likert scale constitute the research instrument. The mean scores was used to analyze data. The analysis indicates that the marketing strategy adopted by First Bank are basically customer service strategy, advertising, quality improvement as well as unique packaging and effective distribution channels. Marketing strategy of First Bank affect it productivity through the enhancement of customer value which facilitate increase in sales but in spite of this, marketing strategy of First Bank is constraint with problems arising from the inability of F...