Professional Documents
Culture Documents
1. Introduction.
Bank Marketing.
Why Bank Marketing.
Features of Bank Marketing.
Services.
Characteristics of Services.
Difference between Product and Services.
2. Marketing.
Features.
Marketing of Tools and Techniques.
Marketing Mix in Banking.
Growth of Service Market.
Marketing Approach in Banks.
4. Articles.
Summary
Conclusion.
Shyamji Mehrotra.
1
Introduction.
2
Bank marketing.
Deryk Weyer of Barclays Bank call it “a process, consisting of identifying
the most profitable markets now and in future; assessing the present and the
future needs of the customers; setting business development goals and
making plans to meet them; and managing various services and promoting
them to achieve the plans – all in the context of a changing environment in
the market”.
Technological Advances
3
Technological innovation has resulted in financial product development
especially in the international and investment banking areas. The western
experience has demonstrated that technology has not only made execution of
work faster but has also resulted in greater availability of manpower for customer
Contact.
4
Conclusion
It is submitted that the banking system is on the threshold of a momentous
era of change and continuity in growth and development, of individual
customer needs and corporate practices, technology and competitions. The
role of marketing in the banking industry continues to change. For many
years the primary focus of bank marketing was public returns. Then the
focus shifted to advertising and sales promotion. That was followed by a
focus on the development of a sales culture. Now the focus is on the
individual customer meeting and even anticipating his or needs and
developing trusting, long-term relationships by delivering high quality
personalized service. Marketing both as a philosophy and an activity; is
expected to contribute immensely to the realization of goals both immediate
and future. All though all the elements of the marketing concept – customer
satisfaction, profit integrated framework and social responsibility must
receive the greatest emphasis in the years a head. They must be guided by
the dictum of Mahatma Gandhi.
“A customer is the most important visitor in our promises. He is most
dependent on us. We are depending on him. He is not an interruption on our
work. He is the purpose of it. He is not an outsider on our business. He is
part of it. We are not doing him a favour by serving him. He is doing as a
favour by giving as an opportunity”.
5
PRIMARY DATA.
2. India is a huge country. How do you service the all India market?
We have 14 Business Partners (agents) all over India. We invite all our
Business Partners once in a year to our plant to interact with
production and marketing people and brief them about development
taken place during the year.
6
bootstrap the company as long as possible. These days revenue is the
best source of capital.
If there are outside investors, they are likely to be on the board. That’s
cool. But you should beware of boards that are only the founders and
their family and friends. You need at least one “adult” on board who
can be the hardass bull shiitak detector.
7. Assume that you have $0 for marketing, how would you market the
product?
Any bozo can market a product with a million dollars. What you want
is a team that can (a) make a great product that markets itself and (b)
catalyze people to believe in the product enough to market it for you.
If the answer you get is, “When we’re ready to ship, we’ll raise more
money to market it,” you should run for the door.
7
23. Effective marketing helps in—
(A) developing new products
(B) creating a competitive environment
(C) building demand for products
(D) All of these
(E) None of these
Ans : (D)
26. Delivery Channel means—
(A) maternity wards
(B) handing over the products to the buyers
(C) places where products are made available to the buyers
(D) All of these
(E) None of these
Ans : (C)
8
Ans : (A)
9
(E) All are correct
Ans : (D)
37. Planned-cost service means—
(A) Costly products
(B) Extra profit on the same cost
(C) Extra work by seller
(D) All of these
(E) None of these
Ans : (B)
10
11