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CAIIB-General Bank Management Module D -MARKETING MANAGEMENT . BY S.V.ATRE Bsc, BA, LLB, MBA, CAIIB FACULTY, BANK OF INDIA, MANAGEMENT DEVELOPMENT INSTITUTE, CBD BELAPUR, NAVI MUMBAI. WHAT IS MARKETING ?. IS SELLING & MARKETING ARE SAME ?. DEFINITION – PETER DRUCKER.

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caiib general bank management module d marketing management

CAIIB-General Bank ManagementModule D -MARKETING MANAGEMENT

BY

S.V.ATRE

Bsc, BA, LLB, MBA, CAIIB

FACULTY,

BANK OF INDIA,

MANAGEMENT DEVELOPMENT INSTITUTE,

CBD BELAPUR, NAVI MUMBAI

what is marketing
WHAT IS MARKETING ?
  • IS SELLING & MARKETING ARE SAME ?
definition peter drucker
DEFINITION – PETER DRUCKER
  • Marketing is not only much broader than selling, it is not a specialised activity at all.
  • It encompasses the entire business.
  • It is the whole business seen from the point of views of its final result that is from the customer’s point of views.
  • Concern and Responsibility for marketing must therefore permeate all areas of the enterprise

contd…….

slide4

DEFINITION – PHILLIP KOTTER

  • Marketing is the business function that identifies current unfilled needs and wants,
  • defines and measures their magnitude,
  • determines which “Target Markets” the organisation can best serve
  • and decides on appropriate products, services and programmes to serve these markets.
  • Thus, marketing serves as a link between society’s needs and its pattern of industrial response.
slide5

Collecting & Analysing the

Needs,

Wants & Demands of Customer

Developing & Designing

a Product

Feedback

CONCEPT

OF MARKETING

Conveying the Customer

about the Product

Delivering the

Product

Pricing the Product

slide6

INTRODUCTION TO MARKETING MANAGEMENT-Questions

  • To make available goods and services to buyers according to their requirement Is called :
  • a) selling
  • b) trading
  • c) marketing
  • d) any of the above
slide7

INTRODUCTION TO MARKETING MANAGEMENT-Questions

  • To make available goods and services to buyers according to their requirement Is called :
  • a) selling
  • b) trading
  • c) marketing
  • d) any of the above
introduction to marketing management questions
INTRODUCTION TO MARKETING MANAGEMENT-Questions
  • Marketing combines which of the following :

a) philosophy of business and business practices

b) business practices and customer requirements

c) customer requirements and philosophy of business

d) all of the above

introduction to marketing management questions9
INTRODUCTION TO MARKETING MANAGEMENT-Questions
  • Marketing combines which of the following :

a) philosophy of business and business practices

b) business practices and customer requirements

c) customer requirements and philosophy of business

d) all of the above

introduction to marketingmanagement questions
INTRODUCTION TO MARKETINGMANAGEMENT-Questions

3.Which of the following is not a part of the marketing activity

a) sales and sales management, marketing research, planning distribution

b) advertising and promotion, after sale service

c) pricing, packaging, product development

d) none of the above

introduction to marketingmanagement questions11
INTRODUCTION TO MARKETINGMANAGEMENT-Questions

3.Which of the following is not a part of the marketing activity

a) sales and sales management, marketing research, planning distribution

b) advertising and promotion, after sale service

c) pricing, packaging, product development

d) none of the above

introduction to marketing management questions12
INTRODUCTION TO MARKETING MANAGEMENT-Questions
  • Which of the following is more appropriate to the process of marketing management.

a) analysis and planning

b) planning, marketing and implementation

c) analysis, planning, implementation and control

d) analysis, implementation, control and marketing

introduction to marketing management questions13
INTRODUCTION TO MARKETING MANAGEMENT-Questions
  • Which of the following is more appropriate to the process of marketing management.

a) analysis and planning

b) planning, marketing and implementation

c) analysis, planning, implementation and control

d) analysis, implementation, control and marketing

introduction to marketing management questions14
INTRODUCTION TO MARKETING MANAGEMENT-Questions
  • Which of the following is an appropriate definition of product.

a) it is anything that can be offered to satisfy a need or want of the customer

b) a product can be a physical goods

c) a product can be a service or idea

d) all the above together

introduction to marketing management questions15
INTRODUCTION TO MARKETING MANAGEMENT-Questions
  • Which of the following is an appropriate definition of product.

a) it is anything that can be offered to satisfy a need or want of the customer

b) a product can be a physical goods

c) a product can be a service or idea

d) all the above together

marketiing of what
MARKETIING OF WHAT
  • PHYSICAL GOODS
  • SERVICES
  • IDEAS
  • MARKETING DIFFERS FOR EACH CATEGORY
marketiing of services
MARKETIING OF SERVICES
  • AS A BANKER WE ARE CONCERNED WITH THE MARKETING OF SERVICES
  • WHICH GREATELY DIFFERS FROM MARKETING OF GOODS

(contd)

definition of service
DEFINITION OF SERVICE
  • Services are by and large “Activities” or they are a series of activities – rather than things
  • The services are intangible
  • They take place in the interaction between the customer and the service provider i.e. Services are produced and consumed simultaneously
marketing of banking products
MARKETING OF BANKING PRODUCTS
  • Banks provide services
  • Its aim is to satisfy customers’ needs and wants
  • The needs and wants of the customer are financial in nature
  • Competition, Efficiency and Effectiveness are major factors
consumer behaviour
CONSUMER BEHAVIOUR
  • STUDY OF THE CONSUMER EHAVIOUR IS ESSENTIAL FOR MARKETING
  • UNDERSTANDING CONSUMER BEHAVIOUR IS THE GREATEST CHALLENGE
  • CAN CONSUMER BEHAVIOUR BE PREDICTED
  • CONSUMERS ARE HUMAN BEINGS
consumer behaviour22
CONSUMER BEHAVIOUR
  • “To buy or not to buy”
  • What to Buy?
  • When to Buy ?

Consumer behaviour is influenced by :-

  • Needs and Motives
  • Hierarchy of Consumer Needs
  • Decision making process
needs motives
NEEDS & MOTIVES

5. Self-Actualisation

Self Fulfillment

4. Esteem Needs –

Self respect, Recognition,

Status and Success

3. Social Needs

Friendship,affection

and a sense of belonging

2. Safety Needs– Avoidance

or Protection from Threatening

situations and economic security

  • 1. Physiological Needs : Food - Oxygen - Sleep
individual perception
Individual Perception
  • An individual is motivated by
  • his personal needs for self esteem,
  • love or social recognition,
  • his behaviour is affected by his particular perception of himself and the world around him.

Selective Perception

  • Human consumers have the ability to select from the many sensations bombarding our brains
consumer behaviour25
CONSUMER BEHAVIOUR

Learning and Habit Development –

Cognitive theory views

  • Learning as a mental process of memory thinking
  • and the rational application of knowledge to practical problem solving
  • Most consumer behaviour is habitual. They rely on habit because :-

1)they resort to habit when they select products because it is easy

2)they rely on habit because of necessity

3)they resort to habit because it is the rational thing to do

factors influencing consumer behaviour in banking
FACTORS INFLUENCING CONSUMER BEHAVIOUR IN BANKING
  • Location : Where a bank branch is located often influences the choice of the bank.
  • Very often the “bank next door” wins on that basis alone
          • contd….
factors influencing consumer behaviour in banking27
FACTORS INFLUENCING CONSUMER BEHAVIOUR IN BANKING

Safety : Depositors are very often placing their hard earned money in a bank and a worrying factor for them is “is the bank safe?”

  • To quell the fear, the background of the bank, its promoters, international connections, the years it has been operating in the country, all influence the choice

contd….

factors influencing consumer behaviour in banking28
FACTORS INFLUENCING CONSUMER BEHAVIOUR IN BANKING
  • Returns : A consumer having satisfied himself that his money is safe, wants to be sure that the returns being earned are attractive
factors influencing consumer behaviour in banking29
FACTORS INFLUENCING CONSUMER BEHAVIOUR IN BANKING
  • Range of Services : With greater sophistication in the environment, a consumer gets more demanding and would like his bank to offer a variety of services and products which increase convenience for him.
  • Ex. Phone billing + ATMs or offer him greater choice – a range of term deposit products which offer him high returns and liquidity.
cust service as a mrkting tool
CUST SERVICE AS A MRKTING TOOL
  • MARKETING COST IS VERY HIGH
  • SUCCESS OF MKTG IS UNCERTAIN
  • SATISFIED CUSTOMER IS THE BEST MARKETING MANAGER FOR THE BANK
  • NOT ONLY HE RETAINS BUSSINESS HE CANVASSES NEW BUSINESS ALSO
  • HIGHER SUCCESS RATIO
  • ITS FREE
customer service the essence of bussiness
Customer Service -The Essence Of bussiness
  • Customers are the backbone of the Organizations
  • They posses the power to make or break any organisation irrespective of its nature and size .
  • You forget your customers and you are out of your bussiness
cs the essence of business
CS-The essence of business.
  • So, it is necessary to take adequate care of them and at the same time increase their number.
need of cust service
NEED OF CUST SERVICE
  • IN A FREE MARKET ECONOMY THE CUSTOMER HAS CHOICE
  • IT COSTS MORE TO GAIN A NEW CUSTOMER THAN TO RETAIN AN EXISTING ONE.
  • UNLESS THE SITUATION IS RECOVERED QUICKLY-
  • A LOST CUSTOMER WILL BE LOST FOR EVER.
need of customer service
NEED OF CUSTOMER SERVICE
  • DISSASTISFIED CUSTOMERS HAVE FAR MORE FRIENDS THAN SATISFIED ONES.
  • IF YOU DONOT LOOK AFTER YOUR CUSTOMERS, SOMEBODY ELSE WILL.
customer s needs
CUSTOMER’S NEEDS
  • SPEED
  • TIMELINESS
  • ACCURACY
  • COURTESY
  • CONCERN
tools staff empowerment
TOOLS STAFF EMPOWERMENT
  • ATTITUDE
  • POLITENESS
  • LISTENING
  • PROMPTNESS
  • KNOWELEDGE
  • COMMUNICATION
  • CUSTOMER EDUCATION
common complaints
COMMON COMPLAINTS
  • RUDE SERVICE /RESPONSE AT THE COUNTER
  • UNATTENDED PHONES
  • DELAYED SERVICE
  • INSENSESITIVITY AND APATHY TOWARDS CUSTOMER
  • UNINFORMED STAFF
complaints redressal
COMPLAINTS REDRESSAL
  • WELCOME COMPLAINTS,THEY ALLOW FOR RECOVERY
  • THE CUSTOMER MAY NOT ALWAYS BE RIGHT BUT HOW YOU RESPOND CAN MAKE ALL THE DIFFERENCE
  • IF YOU DONOT LOOK AFTER THEM,SOMEBODY ELSE WILL
slide40
TIPS
  • AVOID CONFRONTATIONS
  • YOU MAY WIN THE ARGUMENT BUT WILL LOSE THE CUSTOMER
customer delight
CUSTOMER DELIGHT
  • GIVE HIM MORE THAN WHAT HE NEEDS OR DEMANDS
  • SERVE WITH SMILE
  • MAKE HIM A DELIGHTED CUSTOMER
  • MAKE HIM A FRIEND
legal protection to customers
LEGAL PROTECTION TO CUSTOMERS
  • Consumer protection act
  • Banking Ombudsman scheme
  • Right to information act
  • Lenders’ liability act
the consumer protection act
The Consumer Protection Act
  • Consumers are provided with easy access to justice.
  • Simple and faster mechanism
  • since it is a welfare legislation the interpreted to the benefit of the consumer.
copra protects following rights of consumers
COPRA PROTECTS FOLLOWING RIGHTS OF CONSUMERS.
  • Protection from goods which are dangerous to life and property.
  • To be informed about the quality,quantity,potency,purity,standard and price of goods
  • To have competitive price
  • The consumer interest will receive proper consideration
copra
COPRA
  • The right to seek redressal against unfair trade practices/exploitation,
  • The right to consumer education.
the banking ombudsman scheme 1995
THE BANKING OMBUDSMAN SCHEME 1995
  • POWERS AND DUTIES
  • a) to receive complaints relating to banking services.
  • b) to consider such complaints and facilitate their : I) satisfaction or
  • ii)settlement by agreement or
  • iii) by making a recommendation or
  • iv) award
ombudsman s authority include
Ombudsman’s authority include
  • All complaints concerning deficiency in service,such as:
  • 1.Non payment/inordinate delay in payment or collection of cheques,drafts/bills,etc.
  • 2.Non -acceptance , without sufficient cause,of small denomination notes tendered for any purpose,and for charging of commision in respect thereof.
all complaints concerning deficiency in service such as
All complaints concerning deficiency in service ,such as:
  • 3.Non- issue of drafts to customers and others
  • 4.Non-adherence to prescribed working hours by branches
  • 5.Failure to honour gurantee ,letter of credit commitments by banks.
ombudsman
OMBUDSMAN
  • 6.Claims in respect of unauthorised or fradulent withdrawals from deposit accounts,etc
  • 7.Complaints pertaining to deposit accounts.
  • 8.Complaints from exporters in India pertaining to the bank’s operations in India.
ombudsman50
OMBUDSMAN
  • Complaints from Non -Resident Indians having accounts in India in relation to their remittances from abroad , deposits and other bank-related matters.
complaints concerning advances only in so far they relate to
Complaints concerning advances only in so far they relate to:
  • 1.Non observance of RBI directives on intt rates.
  • 2.Delays in sanction/non-observance of prescribed time schedule for disposal of loan application
  • 3.Non observance of any other directions or instructions of RBI as specified for the purpose.
pre requisite for filing a complaint with the ombudsman
Pre-requisite for filing a complaint with the Ombudsman
  • 1.The complainant should have filed a complaint with the bank in writing and
  • either the bank had rejected the complaint or
  • the complainant had not received any satisfactory reply within two months.
pre requisites for filing complaint
Pre requisites for filing complaint
  • 2.The complaint should be made not later than one year after the bank had rejected the representation or sent its final reply on the representation of the complainant.
settlement of complaint
Settlement of complaint
  • The BO must notify the branch or office of the bank named in the complaint about the receipt of complaint along with a copy of the complaint.
  • The BO must strive to promote a settlement of the complaint by agreement between the complainant and bank through concillation or mediation.
procedure
PROCEDURE
  • For the purpose of promoting a settlement BO is not bound by any legal rule of evidence , BO may follow any appropriate procedure.
  • BO will pass an Award after affording the parties reasonable opportunity to present their case.
legal protection to customers56
LEGAL PROTECTION TO CUSTOMERS
  • Right to information act
  • Lenders’ liability act
quotes
QUOTES
  • IF YOU BUILD A GREAT
  • EXPERIENCE,CUSTOMERS TELL EACH OTHER
  • ABOUT THAT .
  • WORD OF MOUTH IS VERY POWERFUL.
  • Jeff Bezos
quotes58
QUOTES
  • Customers don’t expect you to be perfect
  • They do expect you to fix things when they
  • go wrong.
  • Donald Porter
quotes59
QUOTES
  • The longer you wait, the harder it is to
  • produce outstanding customer service.
  • William H Davidow
quotes60
QUOTES
  • Customer service is awareness of needs,
  • problems,fears and aspirations.
  • Anonymous
quotes61
QUOTES
  • Quality in service or product
  • is not what you
  • put into it.
  • It is what the client or customer
  • gets into it
  • Peter Drucker
quotes62
QUOTES
  • Our greatest asset
  • is the customer.
  • Treat each customer
  • as if they are the only one!
  • Laurice Leito.
quotes63
QUOTES
  • It takes less effort to keep an old customer satisfied
  • than to get a new customer interested
  • Robert Half
quotes64
QUOTES
  • What you give is
  • what you you get returned I.e.
  • the way you handle your employees
  • is the way they will handle (manhandle) your customers.
  • “E..D.HORRELL”
quotes65
QUOTES
  • HAPPY STAFF
  • MAKES CUSTOMERS HAPPY.
  • “Don Silvensky”
  • (CEO MicroteTek)
consumer market segmentation
CONSUMER & MARKET SEGMENTATION
  • The market for product or service is not one homogenous mass of customers.
  • Each potential buyer has individual needs and desire and specific circumstances that effect his purchasing and consumption behaviour.
consumer market segmentation68
CONSUMER & MARKET SEGMENTATION
  • Market segmentation is
  • the division of the total market into
  • several relatively similar
  • and meaningful groups.
consumer market segmentation69
CONSUMER & MARKET SEGMENTATION
  • Market segmentation,
  • the well tested system for guiding marketing strategy,
  • starts not with distinguishing product possibilities,
  • but rather with distinguishing customer needs or interests.
application of segmentation to banking
APPLICATION OF SEGMENTATION TO BANKING

1) The most commonly applied application in Banking in the category of deposits is by demographic variables. Therefore target segments which a bank wants to pursue may be defined by :

Age/Income/Occupation/Education

contd…

application of segmentation to banking71
APPLICATION OF SEGMENTATION TO BANKING

2) For example, a typical definition for a target segment for deposit customers could be :-

- Individuals (within a city/locality)

- Age Group 20 to 55 years

- Income Rs.100,000 p.a. +

- Occupation Salaried Individuals

- Education Graduates

contd…

application of segmentation to banking72
APPLICATION OF SEGMENTATION TO BANKING

3) Very often target segments could be defined by profession :

- Doctors

- Chartered Accountants

- Lawyers

- Consultants

contd…

application of segmentation to banking73
APPLICATION OF SEGMENTATION TO BANKING

4) Other organizations and non-profit entities to whom banks market :

- Trusts

- Associations, Societies

- Schools, Colleges

- Small Establishments – like shops

contd….

application of segmentation to banking74
APPLICATION OF SEGMENTATION TO BANKING

5) Since location is a great influencer in Retail Banking – “Locality mapping” is undertaken.

  • Very often localities have a skew of ethnic/community groups like Gujarathis, Sindhis, Catholics, Tamilians – this forms a basis also for target segmenting

contd….

application of segmentation to banking75
APPLICATION OF SEGMENTATION TO BANKING

6) In Retail Banking – Segmentation is done at various levels so that it actually provides proper guidance to the marketing staff :

- Demographic

- Geographic Mapping

- Community clusters

- Listing of entities

contd….

application of segmentation to banking76
APPLICATION OF SEGMENTATION TO BANKING

7) For corporate lending, the target segment of companies could be defined by the following variables :

- Location

- Sales turnover

- Industry category

- Number of employees

marketing mix
MARKETING MIX
  • Marketing tools in relation to products, known as the Marketing Mix, contains four elements :

i) Product - Customer Solution

ii) Price - Customer Cost

iii) Place - Convenience

iv) Promotion - Communication

contd …

channels of distribution
CHANNELS OF DISTRIBUTION
  • Distribution refers to “Place”, one of the‘P’s in marketing mix.
  • Channels of distribution should be thought of as means to increase
  • the availability and/ or convenience of

service that help in satisfying the need of the existing user or increase their use among the existing or new customers.

channels of distribution79
CHANNELS OF DISTRIBUTION
  • Branches have been the delivery system for Banking.
  • Various characteristics of services also had a lot of say in restructuring the channels of distribution
channels of distribution80
CHANNELS OF DISTRIBUTION
  • However, the technological evolution has brought a great change and development of innovative channels of distribution.
  • The types of Branches in operation include :

- Full Service Branches

- Limited Service Branches (SPOKES) linked to Main (HUB) branches

- Specially Branches like Corporate Banking Branches, Housing Finance Branches, NRI Branches, SME Branches

contd…

channels of distribution81
CHANNELS OF DISTRIBUTION

- Electronic Banking Services include :-

a) ATMs

b) Intelligent Terminals

c) Home Banking

d) Telemarketing

e) Internet Banking

market segmentation questions
MARKET SEGMENTATION-QUESTIONS
  • The aggregation of a heterogeneous market into two or more relatively homogeneous and meaningful groups is called :

a) consumer groups

b) market groups

c) market segmentation

d) market and consumer groups

market segmentation questions83
MARKET SEGMENTATION-QUESTIONS
  • The aggregation of a heterogeneous market into two or more relatively homogeneous and meaningful groups is called :

a) consumer groups

b) market groups

c) market segmentation

d) market and consumer groups

market segmentation questions84
MARKET SEGMENTATION-QUESTIONS

2. Market segmentation begins with which of the following :

a) distinguishing product possibilities

b) distinguishing customer needs or interests

c) distinguishing service range

d) any of the above

market segmentation questions85
MARKET SEGMENTATION-QUESTIONS

2. Market segmentation begins with which of the following :

a) distinguishing product possibilities

b) distinguishing customer needs or interests

c) distinguishing service range

d) any of the above

market segmentation questions86
MARKET SEGMENTATION-QUESTIONS
  • Which of the following is the important aspect used to segment a market:

a) significantly related to buying and consumption

behaviour capable of being used in design and

implementation of marketing strategy

b) identifiable and measurable without great effort

c) capable of being used in design and implementation of

marketing strategy

d) all of the above

market segmentation questions87
MARKET SEGMENTATION-QUESTIONS
  • Which of the following is the important aspect used to segment a market:

a) significantly related to buying and consumption

behaviour capable of being used in design and

implementation of marketing strategy

b) identifiable and measurable without great effort

c) capable of being used in design and implementation of

marketing strategy

d) all of the above

market segmentation questions88
MARKET SEGMENTATION-QUESTIONS
  • When one product or service can serve most or all of the market, usually, the segmentation is :

a) least possible

b) more desirable

c) not feasible

d) not possible

market segmentation questions89
MARKET SEGMENTATION-QUESTIONS
  • When one product or service can serve most or all of the market, usually, the segmentation is :

a) least possible

b) more desirable

c) not feasible

d) not possible

market segmentation questions90
MARKET SEGMENTATION-QUESTIONS

5. Which of the following can be categorized as benefit of non adoption of market segmentation :

a) economies of scale

b) standardization of product

c) minimal inventories

d) all the above

market segmentation questions91
MARKET SEGMENTATION-QUESTIONS

5. Which of the following can be categorized as benefit of non adoption of market segmentation :

a) economies of scale

b) standardization of product

c) minimal inventories

d) all the above

marketing mix bank marketing questions
MARKETING MIX – BANK MARKETING-QUESTIONS
  • Which of the following is the prominent difference between the goods and services, which also suggests different marketing strategy:

a) intangibility and separability

b) inseparability and homogeneity

c) intangibility, inseparability and non-perishability

d) intangibility, inseparability, heterogeneity and perishability

marketing mix bank marketing questions93
MARKETING MIX – BANK MARKETING-QUESTIONS
  • Which of the following is the prominent difference between the goods and services, which also suggests different marketing strategy:

a) intangibility and separability

b) inseparability and homogeneity

c) intangibility, inseparability and non-perishability

d) intangibility, inseparability, heterogeneity and perishability

marketing mix bank marketing questions94
MARKETING MIX – BANK MARKETING-QUESTIONS
  • Intangibility, inseparability and heterogeneity are manifested in services marketing, at which of the following levels:

a) strategic level

b) tactical level

c) a and b both

d) none of the above

marketing mix bank marketing questions95
MARKETING MIX – BANK MARKETING-QUESTIONS
  • Intangibility, inseparability and heterogeneity are manifested in services marketing, at which of the following levels:

a) strategic level

b) tactical level

c) a and b both

d) none of the above

marketing mix bank marketing questions96
MARKETING MIX – BANK MARKETING-QUESTIONS

4. Marketing mix represents a series of -------------------responses employed to implement a chosen strategy:

a) tools

b) measures

c) tactic

d) any of the above

marketing mix bank marketing questions97
MARKETING MIX – BANK MARKETING-QUESTIONS

4. Marketing mix represents a series of -------------------responses employed to implement a chosen strategy:

a) tools

b) measures

c) tactic

d) any of the above

marketing mix bank marketing questions98
MARKETING MIX – BANK MARKETING-QUESTIONS

5. Marketing mix is --------------- component of any marketing strategy.

a) important

b) core

c) latest

d) first

marketing mix bank marketing questions99
MARKETING MIX – BANK MARKETING-QUESTIONS

5. Marketing mix is --------------- component of any marketing strategy.

a) important

b) core

c) latest

d) first

new challanges in bank marketing
NEW CHALLANGES IN BANK MARKETING
  • YOUNG CUSTOMERS
  • TECHNOLOGY
  • NON BANKING PRODUCTS (INSURANCE,MUTUAL FUNDS )
  • PHYSICAL PRODUCTS (GOLD COINS etc)
real marketing how to market all our products to single customer
Real Marketing-How to market all our products to single customer
  • Manager of a Retail store in US asks: "Do you have any sales experience?" The Indian says: "Sir, I was a salesman back home in India.“
  • Well, the boss liked the Indian chappie so he gave him the job. "You start tomorrow.. I'll come down after we close and see how you did."
real marketing how to market all our products to single customer102
Real Marketing-How to market all our products to single customer
  • His first day on the job was rough but he got through it.
  • After the store was locked up, the boss came down. "How many sales did you make today?" Indian boy says: "Sir, Just ONE sale." The boss says: "Just one? No! No! No! You see here our sales people average 20 or 30 sales a day." If you want to keep this job, you'd better be doing better than just one sale.
real marketing how to market all our products to single customer103
Real Marketing-How to market all our products to single customer
  • By the way, how much was the sale for?" Indian boy says: " $101 237. 64" Boss says: "$101 237. 64? What the hell did you sell
real marketing how to market all our products to single customer104
Real Marketing-How to market all our products to single customer
  • Indian boy says: "Sir, First I sell him small fishhook. Then I sell him medium fishhook. Then I sell him large fishhook. Then I sold him new fishing rod and some fishing gear.
real marketing how to market all our products to single customer105
Real Marketing-How to market all our products to single customer
  • Then I ask him where he's going fishing and he said down on the coast, so I told him he'll be needing a boat, so we went down to the boating department and I sell him twin engine Chris Craft.
real marketing how to market all our products to single customer106
Real Marketing-How to market all our products to single customer
  • Then he said he didn't think his Honda Civic would pull it, so I took him down to our automotive department and sell him that 4X4 Blazer.
real marketing how to market all our products to single customer107
Real Marketing-How to market all our products to single customer
  • I then ask him where he'll be staying, and since he had no accommodation, I took him to camping department and sell him one of those new igloo 6 sleeper camper tents.
real marketing how to market all our products to single customer108
Real Marketing-How to market all our products to single customer
  • Then the guy said, while we're at it, I should throw in about 100 worth of groceries and two cases of beer.
real marketing how to market all our products to single customer109
Real Marketing-How to market all our products to single customer
  • The boss said: "You're not serious? A guy came in here to buy a fishhook and you sold him a boat, a 4X4 truck and a tent?
real marketing how to market all our products to single customer110
Real Marketing-How to market all our products to single customer
  • Indian boy says: "No Sirji, actually he came in to buy Anacin for his headache, and I said: Well, fishing is the best way to relax your mind."