Transcript BRANCH MANAGER - Indian Institute of Banking and Finance

MODULE D
MARKETING MANAGEMENT
S.V.ATRE
FACULTY,
BANK OF INDIA,
MANAGEMENT DEVELOPMENT INSTITUTE,
CBD BELAPUR, NAVI MIMBAI
E-MAIL [email protected]
MODULE D
MARKETING MANAGEMENT
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Introduction to Marketing and Key Concepts
Marketing Planning
Consumer Behaviour
The Art of Customer Service-As Applied to Banking
Consumer and Market Segmentation
Marketing Research
Marketing Mix
Competitor Analysis
Product Strategy
The Concept of Product/Service Delivery
Pricing Strategy and its Application in Banking
Bank Distribution Strategy
Product Strategy
Sales Training and HRD in Marketing
Introduction to Marketing and Key Concepts
rketing and Key Concepts
Definition
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Marketing
Marketing as a functional Area of Management
Marketing as an Overall Business Philosophy
Marketing Concepts
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The Evolution and the Why of Modern Marketing
The Core Concepts of Marketing
Marketing Management
Company Orientations toward the marketplace (Marketing Concepts)
Difference between Services and Products/Physical Goods
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Characteristics of Services
Definition: Service
The Servuction Process
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What is Marketing…??
• Selling?
• Advertising?
• Promotions?
• Making products available in stores?
• Maintaining inventories?
All of the above, plus much more!
Marketing = ?
Marketing is the process of
planning ,
and executing the conception,
pricing,
promotion,
and distribution of ideas, goods, services
to create exchanges
that satisfy individual and organizational
goals
“ American Marketing Association
Simple Marketing System
Communication
Goods/services
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Money
Information
Marketing = ?
Marketing is the sum of all activities that take consumer
to a sales outlet.
 After that sales takes over.
Marketing is all about creating a pull,
sales is all about push.
Marketing is all about managing the four P’s –
product
price
place
promotion
•What is the difference
between Marketing and
Selling ?
Difference Between - Sales & Marketing ?
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Sales
trying to get the customer to want what the
company produces
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Marketing
trying to get the company produce what
the customer wants
MARKETING PLANNING
Macro-and Micro factors influencing the Market for an
Organisation’s Goods and Services
Controllable Marketing Variables and the Macro-Environment
Proximate Macro-Environment
Applicability to Banking
The competititive Environment in Banking
Meaning and Importance of Planning in Marketing
Traditional Planning
Difference between a Marketing Plan and a Company’s Corporate Plan
Market-oriented Strategic Planning
Difference between Marketing Plan and the Marketing Planning Process
Banking Regulation and its Impact on Marketing Strategies
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Strategic Planning
•Strategic Planning is the managerial
process of creating and maintaining a fit
between the organization’s objectives and
resources and the evolving market
opportunities.
Also called Strategic Management Process
All organizations have this
Can be Formal or Informal
CONSUMER BEHAVIOUR
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Consumer Behavior: A directional force
The Complexity of Consumer Buying Decisions
Needs and Motives
Individual Perception
Learning and Habit Development
 Behaviour Models for Analysing Buyers
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The Marshallian Economic Model
The Pavlovian learning Model
The Freudian Psychoanalytic Model
The Veblenian Social Psychological Model
 Factors Influencing Consumer Behaviour in Banking
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THE ART OF CUSTOMER SERVICE AS
APPLIED TO BANKING
 Building Customer Satisfaction through Quality, Service,
and Value
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Customer Value and Satisfaction
Defining Service Quality
Managing Quality
Delivering Customer Value and Satisfaction: ‘Moments of
Truth’
 ‘The Triangle of Service’
 Image as a Managed Perception
 Customer Relations in Services Marketing
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What is a Service ?
Defining the Essence
•An act or performance offered by one party to another
(performances are intangible, but may involve use of
physical products)
•An economic activity that does not result in ownership
•A process that creates benefits by facilitating a
desired change in customers themselves, or their
physical possessions, or intangible assets
CONSUMER AND MARKET SEGMENTATION
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Introduction
Mass Markets and Segmentation
Types of Consumer Segments
Characteristics of Segments
Benefits and Disadvantages of Market
Segmentation
Alternative Strategies
Evaluation
Marketing Segmentation Strategy: Techniques
Application of Segmentation to Banking Services
MARKETING RESEARCH
 Market Research is Research all about the
Market
 Its Size, Composition, Structure and so on
 Marketing Research Process
 Types of Data----Primary and Secondary Data
 Quantitative and Qualitative Research
Methodologies
 Time and Cost Constraints
 The Major Uses of Marketing Research
 Marketing Information System
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MARKETING MIX
 Marketing of Financial Services
 Bank Marketing
 Marketing Mix
 Services Marketing Mix
 Current Development
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COMPETITIOR ANALYSIS
 Introduction
 Gap Psychiatry – A Structural Methodology
 Build a Strategic Planning Knowledge Base
 Creating a Sustainable Advantage
 Speeds as Strategy
 Competitive Strategies
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PRODUCT STRATEGY
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Nature of Product
Product and Service
Elements of Product Mix
Product Life Cycle and Product Strategies
 Product Analysis
 New Product Development
 Branding in Marketing
 Role of Brand in Bank Marketing
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THE CONCEPT OF PRODUCT/SERVICE DELIVERY
 Process Cycle in Product
Development
 Packaging and Delivery
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PRICING STRATEGY AND ITS APPLICATION IN
BANKING
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Pricing for Profitability
Elasticity of Demand
Pricing Methods/Strategies
Pricing Decisions
• Pricing Concept in Banking
• Pricing Review and Committees
• Concept of Service Fees
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BANK DISTRIBUTION STRATEGY
 Distribution of Financial Services
 Barriers
 Channels of Distribution for Banks
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PRODUCT STRATEGY
 Introduction
 Communication Process
 Goals of Communication
 Advertising and Sales Promotion
 Sales Promotion
 Publicity
 Internal Communication
 Marketing Information Systems (MIS)
 Concept of Moments of Truth Customer Care
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SALES TRAINING AND HRD IN MARKETING
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Proper Attitude Orientation of Staff
Selling Skills Required
Need and Importance of Sales Training
Sales Training and Strategy
Selling Process
Impact of Training as HRD Intervention in
Marketing
 Direct Sales Force
 Importance of Quality Service
 Public Relation and Institution Image
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EMERGING TRENDS IN
CUSTOMER SERVICE
• CUST SERVICE AS A MARKETING
TOOL
• INTERNAL CUSTOMERS HRD
QUOTES
•IF YOU BUILD A GREAT EXPERIENCE,
•CUSTOMERS,TELL EACH OTHER
•ABOUT THAT .
•WORD OF MOUTH IS VERY POWERFUL.
Jeff Bezos
QUOTES
• Customers don’t expect you to be perfect
• They do expect you to fix things when
they go wrong.
• Donald Porter
QUOTES
•Customer service is awareness of
•needs,
•problems,
•fears and
•aspirations.
QUOTES
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Quality in service or product
is not what you
put into it.
It is what the client or customer
gets into it
Peter Drucker
QUOTES
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Our greatest asset
is the customer.
Treat each customer
as if they are the only one!
Laurice Leito
QUOTES
•It takes less effort to keep an old
customer satisfied
•than to get a
•new customer interested
Robert Half
QUOTES
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What you give is
what you get returned i.e.
the way you handle your employees
is the way they will handle
(manhandle) your customers.
• “E.D.HORRELL”