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CONCEPT
OF MARKETING
Delivering the
Product
c) marketing
d) any of the above
a) philosophy of
business practices
business
and
b)
business
practices
and
customer
requirements
c) customer requirements and philosophy of
business
d) all of the above
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-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
c) analysis, planning,
implementation and control
d) analysis, implementation, control and
marketing
MARKETIING OF WHAT
PHYSICAL GOODS
SERVICES
IDEAS
MARKETING DIFFERS FOR EACH
CATEGORY
MARKETIING OF SERVICES
AS A BANKER WE ARE CONCERNED
WITH THE MARKETING OF
SERVICES
WHICH GREATELY DIFFERS FROM
MARKETING OF GOODS
(contd)
SERVICES
Tangible
Intangible
Homogenous
Heterogeneous
Production& Distribution
separated from consumption
Production, Distribution
and Consumption are
simultaneous processes
A thing
An activity or process
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
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 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
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
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 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
contd.
CUSTOMER SERVICE AS A
MARKETING TOOL
CUSTOMERS NEEDS
SPEED
TIMELINESS
ACCURACY
COURTESY
CONCERN
TOOLS
STAFF EMPOWERMENT
ATTITUDE
POLITENESS
LISTENING
PROMPTNESS
KNOWELEDGE
COMMUNICATION
CUSTOMER EDUCATION
COMMON COMPLAINTS
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
TIPS
AVOID CONFRONTATIONS
YOU MAY WIN THE ARGUMENT BUT WILL LOSE
THE CUSTOMER
CUSTOMER DELIGHT
GIVE HIM MORE THAN WHAT HE NEEDS OR
DEMANDS
SERVE WITH SMILE
MAKE HIM A DELIGHTED CUSTOMER
COPRA
The right to seek redressal against unfair
trade practices/exploitation,
The right to consumer education.
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 banks operations in India.
OMBUDSMAN
Complaints from Non -Resident Indians
having accounts in India in relation to their
remittances from abroad , deposits and
other bank-related matters.
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
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.
QUOTES
QUOTES
Customers dont expect you to be perfect
They do expect you to fix things when they
go wrong.
Donald Porter
QUOTES
The longer you wait, the harder it is to
produce outstanding customer service.
William H Davidow
QUOTES
Customer service is awareness of needs,
problems,fears and aspirations.
Anonymous
QUOTES
QUOTES
QUOTES
It takes less effort to keep an old customer
satisfied
than to get a new customer interested
Robert Half
QUOTES
QUOTES
HAPPY STAFF
MAKES CUSTOMERS HAPPY.
Don Silvensky
(CEO MicroteTek)
CONSUMER
AND
MARKET SEGMENTATION
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 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 BANKING
3) Very often target segments could be
defined by profession :
-
Doctors
Chartered Accountants
Lawyers
Consultants
contd
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 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 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 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 tools in relation to products,
known as the Marketing Mix, contains four
elements :
i)
ii)
iii)
iv)
Product Price
Place
Promotion -
Customer Solution
Customer Cost
Convenience
Communication
contd
CHANNELS OF DISTRIBUTION
Distribution refers to Place, one of
thePs 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 DISTRIBUTION
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 DISTRIBUTION
-
a)
b)
c)
d)
e)
ATMs
Intelligent Terminals
Home Banking
Telemarketing
Internet Banking
MARKET SEGMENTATION-QUESTIONS
MARKET SEGMENTATION-QUESTIONS
c) market segmentation
d) market and consumer groups
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-QUESTIONS
2. Market segmentation begins with which of the
following :
a) distinguishing product possibilities
MARKET SEGMENTATION-QUESTIONS
3.
MARKET SEGMENTATION-QUESTIONS
3.
MARKET SEGMENTATION-QUESTIONS
MARKET SEGMENTATION-QUESTIONS
4. 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-QUESTIONS
MARKET SEGMENTATION-QUESTIONS
d) intangibility, inseparability,
heterogeneity and perishability
c) a and b both
d) none of the above
c) tactic
d) any of the above
b) core
c) latest
d) first
YOUNG CUSTOMERS
TECHNOLOGY
NON BANKING PRODUCTS
(INSURANCE,MUTUAL FUNDS )
PHYSICAL PRODUCTS (GOLD COINS
etc)
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.