Transcript Chapter 1 - Oman College of Management & Technology

Chapter 1 –
Overview of BANKING MARKETING
MARKETING CONCEPT
A situation where buyers and sellers of a
commodity or service interact.
Coming together of buyers and sellers of
the same or similar commodities
TYPES OF MARKET
Geographical Area
Product/ Service
Nature of Transaction
Volume of Transaction
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
A management function
A Business Philosophy
EVOLUTION OF MODERN MARKETING
Industrial revolution
Digital revolution
Barter System
Customer and market driven
Wants of customers
CRM
Customer Satisfaction
Nothing is worthwhile unless it
touches the customer
MARKETING VS SELLING
MARKETING MANAGEMENT
A process of planning and executing the
conception, pricing , promotion and distribution of
goods and services and ides to create
exchanges with target groups that satisfy
customer and organizational objectives.
FUNCTIONS OF MARKETING MANAGEMENT
Analysis
Planning
Implementation
Control
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.
BANKS
The relevance of aggressive marketing
in banks has come to the fore as never
before - .
CHARACTERISTICS OF SERVICES
Intangibility ex. Food ordered,
college education, cleaner services
Inseparability- product and service
go together, customer is part of the
product
Heterogeneity or Variabilitydifferences in level of service, food
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Physical Goods
Tangible
Homogeneous
Product and distribution
separated from
consumption
A thing
Core value produced in
factory
Customers do not
participate in the
production process
Can be kept in stock
Transfer of ownership
Services
Intangible
Heterogeneous
Production, distribution
and consumption re
simultaneous process
An activity
Core value produced in
buyer-seller interaction
Customers participate in
production
Cannot be kept in stock
No transfer of ownership
MARKETING OF FINANCIAL SERVICES
Intangibility, inseparability and heterogeneity are
manifested at both strategic and tactible 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 identifies 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.
BANKING MARKETING
Provides 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
Essentials for a Banks Success
Cannot exist without customer
Create, win and keep customers
Organizational design should be
oriented to the customer
Deliver total satisfaction to the
customer
Customer satisfaction is affected by
the performance of all the personnel of
the bank.