marketing – an introduction -...
TRANSCRIPT
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Marketing – An Introduction
Module D: Support Services
Marketing of Banking Services/Products
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JAIIB – SUPER NOTES
Principles & Practices of Banking: Marketing – An Introduction
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Contents
Coverage:
1. Marketing Concept
2. Marketing Management
3. Products and Services
4. Marketing Mix
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MARKETING CONCEPT
1.
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Market
• A situation where buyers and sellers of a commodity interact.
• Coming together of buyers and sellers of the same or similar
commodities
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Types of Market
Geographical Area
• Local
• Regional
• National
• World/Global
Product
• Commodity
• Shares
• Bullion
• Capital
• Real Estate
• Retail Loan
Nature of Transaction
• Cash/Spot
• Futures
• Commodity
Volume of Transaction
• Retail
• Wholesale
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Marketing
Marketing is the process of determining consumer demand for a
product or service, motivating its sale and distributing it into
ultimate consumption at a profit
It is:
– A management function
– A Business Philosophy
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Evolution of Modern Marketing
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Selling vs. Marketing
Selling= Factory > Products > Selling and promotion > Profits
Marketing= Target market > Needs > integrated marketing > Profit by customer satisfaction
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Selling vs. Marketing
Selling Marketing
Selling is an operational activity Marketing is a total management
Selling is product focused Marketing is customer focused
Selling is oriented to the needs of the firms
Marketing is oriented to the needs of the buyer
Selling encashes profitable opportunity
marketing coverts customer needs into such opportunities
Selling aims at maximizing sales volume
Marketing aims at maximizing customer satisfaction
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MARKETING MANAGEMENT
2.
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Definition
• A process of planning and executing the conception, pricing ,
promotion and distribution of goods and services and ideas to
create exchanges with target groups that satisfy customer and
organizational objectives.
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Functions
Analysis
Planning
Implementation
Control
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Importance of Marketing for Indian Banks
"The relevance of aggressive marketing in banks has come to the
fore as never before“
- M N Goiporia.
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PRODUCTS AND SERVICES
3.
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Definitions
Product:
• Product is defined as “ anything that can be offered to a market for
attention, acquisition, use or consumption.
Service:
• A service is any act or performance that one party can offer to
another that is essentially intangible and does not result in the
ownership of anything. It’s production may or may not be tied to
physical product.
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Characteristics
Products
• Tangible
• Homogeneous
• Product and distribution separated from consumption
• Core value produced in factory
• Customers do not participate in the production process
• Can be stored
• Transfer of ownership possible
Services
• Intangible
• Heterogeneous
• Inseparable: Production, distribution and consumption re simultaneous process
• Core value produced in buyer-seller interaction
• Customers participate in production
• Perishable: Cannot be kept in stock
• No transfer of ownership
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Marketing of Financial Services
• Intangibility, inseparability and heterogeneity are manifested at
both strategic and tactical levels in services marketing.
• Marketing strategy provides the organisation with a sustainable
competitive advantage in the markets it operates.
• Organization should understand consumer needs and identify how
those consumers should be grouped into different market
segments.
• Product attributes, pricing decisions, methods of distribution and
communication should all seek to reflect the chosen position.
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Types of Financial Markets in India
The credit market
The money market
Equity and term lending
market
Debt market Insurance
market
Foreign exchange
Market
Stock markets
Mutual Funds
Consumer finance market
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Marketing of Banking Services
• Aimed to satisfy customer’s needs and wants
– Needs and wants may be non financial in nature
• Competitive element, efficiency and effectiveness
• Organizational objectives are still the driving force
– Commercial objective to make profit
– Social Objectives
• Organizational design should be oriented to the customer
• Customer satisfaction is affected by the performance of all the
personnel of the bank.
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MARKETING MIX
4.
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Definition
• It is the set of tools that the firm uses to pursue its marketing
objectives in the target market
• Decisions must be made about both the distribution channels
and the final consumers
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Tools of Marketing Mix (Products)
P’s
• Product
• Price
• Place
• Promotion
C’s
• Consumer
• Cost
• Convenience
• Communication
A’s
• Acceptability
• Affordability
• Accessibility
• Awareness
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Looking Inside
Product
Understanding ‘Product’
Product Planning
Product Life Cycle
Product Strategies
Growth Strategies
New Product Development
Diversification
Other Aspects of Product Development
Price
Importance of Pricing
Objectives of Pricing
Factors Influencing Pricing
Pricing Methods
Pricing Strategies
Place
Distribution Channel
Channels for Banking Services
Physical Distribution
Promotion
Target Audience
Promotion Tools
Winning companies are those that can meet customer needs economically and conveniently and with effective
communication.
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Tools of Marketing Mix (Services)
• Product
• Price
• Place
• Promotion
• People
• Physical Evidence
• Process
Services Mix
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Thank You!
Do you have any questions or queries or some feedback
to give?
Just mark and email to [email protected]
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M S Ahluwalia, amongst other things, is a visual
artist, blogger, blog designer and of course an
MBA and Banker from New Delhi, India.
To know more about him you may visit his blog-site: Estudiante De La Vida
For more Super-Notes visit: Sirf Business