MARKETING MANAGEMENT AND SALES PERFORMANCE OF SELECTED DEPOSIT MONEY BANKS IN OGUN STATE

This study investigated the effect of marketing management on sales performance of selected deposit money banks in Ogun state. The objectives that guided the study included to: determine the effect of product strategy on sales volume, examine the effect of pricing strategy on banks profitability, evaluate the effect of promotion strategy on market share. The study used a descriptive research design. The target population of the study was 337 respondents. Slovene’s formula was used to come up with a sample size of 183 respondents. The main research instruments included questionnaires. The retrieved questionnaires were 172, accounting for 94% response rate. Quantitative data was analysed using frequency and percentage tables and inferential statistics. The study found that product, pricing and promotion as a marketing management strategy significantly affect banks sales performance. The study concluded that product, pricing and promotion as a marketing management strategies significantly affect sales performance. The study recommends that management of the selected deposit money banks should develop and test their products to confirm their adaptability and suitability to the target customers, they should endeavor to ensure that they adopt affordable pricing strategies such as free samples and bonus packs, discounts, personal selling and penetration pricing and should emphasise the use of personal selling and publicity to promote their products and services.