ABSTRACT

This study is centered on the place of marketing in financial intermediation. Marketing plays an important role in the mobilization of financial resources for long and short term investment through financial intermediation. It uses study of (selected deposit money Banks in Nigeria) to illustrate the positive effect of marketing on consumer satisfaction on these banking industries. Its main objective is to examine the roles, operations and functions for marketing in financial intermediation. The project was embarked on to know the role, operation and function of marketing in financial intermediation, and also to know if actually marketing' has contributed to attracting and sustaining depositors' and borrowers' interest, and also value creation among shareholders in banks. Data were presented in tables to show the degree of correlation analysis and responses. A random sampling techniques was adopted to get a sample size of 105, thus 105 questionnaires were distributed. However, it is important that standardization of money deposit banks services based on different account holdings and services rendered should be very effective in customer attraction and sustenance. The researcher found out that most financial intermediaries do not know the importance of the risk and marketing information generated. The researchers thus recommend that there should be an effective proficiency in collecting and analyzing marketing information for investors as shareholders.