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AN EMPIRICAL STUDY OF THE MARKETING STRATEGIES OF OCEANIC INTERNATIONAL BANK PLC, CALABAR, NIGERIA NAME EKPEZU, NANCY MBA REG NO MSS/MBA/05/031 YEAR OF PUBLICATION JUNE, 2008 ABSTRACT This research has attempted to find out the role of the marketing strategies used by Oceanic Bank International PLC in achieving its ultimate aim of profitability. Sixty respondents were administered a validated questionnaire, and fifty-six respondents representing 93.33% of the various categories of the bank staff responded. Using a non-parametric statistical analysis, namely the chi-square statistic, it was discovered that the marketing strategies used by Oceanic Bank (which include its market segmentation strategy, faster and better delivery strategy, face-to-face marketing) have an impact to a good extent on its profitability. Specifically, it was found that competition impacts on profitability; technological advancements influence the nature of marketing strategies; and customers' awareness and search for fairer treatment and services affects the bank's marketing strategies. Recommendations were made from the findings of the research which may be useful to Oceanic Bank Plc, other banks and other organizations in general. Recommendations made included that banks should put into consideration competitive trends in the design of their marketing strategies. Also, advancements in technology should form part in formulating marketing strategies of banks. Added to that, banks' growth should be taken into consideration in the design of marketing strategies. Customers' awareness and education should be carried out continuously to ensure that customers' needs are considered in the design and implementation of marketing strategies.