An Evaluative Study Of The Marketing Strategy Components In Riyadh Bank

ABSTRACT:The current study attempted to examine the components of the marketing strategy in Riyadh bank. The study investigated the components of (determining the objectives, target market specification, resources specification, integration, and marketing mix) as the components of the bank’s marketing strategy.The researcher used the descriptive analytical approach that describes and analyses the components of the marketing strategy in Riyadh bank. The population of this research consisted of all middle and senior employees in the bank. The researcher used25%of the research population as the research sample. The total number of the research sample was407respondents.The researcher used the questionnaire as the main data collection tool in this research. The researcher distributed479questionnaires on the research samples and got back only400questionnaires valid for analysis.The research findings revealed that Riyadh bank adopts the components of the marketing strategy to an acceptable level with the marketing mix component in the first rank among the other components. The other four components are ranked respectively as determining the objectives, target market specification, resources specification, and integrationThe researcher recommended enhancing the importance and effect of a marketing strategic plan which will improve the effectiveness of adopting the components of marketing strategy.