| dc.description.abstract | The Market place is changing radically as a result of major environmental forces such as technological advances, globalization and deregulation. As a result of these factors, competition in the Banking industry is getting more fierce. Competitive pressure has forced organizations to adapt the Marketing orientation, which call for constant change as Market conditions evolve, a strategy for dealing with Market turbulence. Banks in Kenya did not feel the need for a Marketing department until fairly recently. We are Currently witnessing a lot of marketing activities by all major Banks in Kenya, which includes Kenya Commercial Bank Ltd.
The study therefore aims at identifying the factors that have contributed to increased Marketing Activity by Kenya Commercial Bank Ltd, Establish the Marketing activities perceived to be most important and establish the benefits of increased Marketing activities. A case study was carried out and disproportionate stratified sampling method used to randomly select 30 respondents to participate in the study. The data was analyzed using Tables, graphical presentations and charts using the statistical package for social sciences (SPSS).
Results indicated that there are a lot of a lot of Marketing activities being carried out by Kenya Commercial Bank Ltd especially sponsorship and community service. This has resulted in growth of customer base and increased profitability. Increased marketing activities in Kenya Commercial Bank Ltd has resulted from increased competition, need for greater profitability and customer sophistication and empowerment. The results of this study will help Marketing Managers in Banks implement appropriate Marketing strategies. | en |
