Transcript 2.20422_OverviewMktg

OVERVIEW OF MARKETING
Marketing & Service Quality Module
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Outline
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The need to do marketing
Definition of marketing & selling
The Role of Marketing
Goals of marketing
The Account Officer as a Marketing Person
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Why is there a need to
do marketing?
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The Need to Do Marketing
Banks need to FOCUS on improved methods of
MARKETING because of the following
factors:
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Increasing competition
Slowing growth rates
Increasing client desertion
Growing recognition that banks need to be more
client-led
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Defining Marketing & Selling
WHAT IS MARKETING?
 The task of creating, promoting, and delivering
goods and services of value to consumers and
businesses
 Goods, SERVICES, Experiences, Events, Persons,
Places, Properties, Organizations, Information, Ideas
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Defining Marketing & Selling
WHAT IS SELLING?
 Anytime there is an exchange of relationship
between a seller or service provider and a
buyer for a good or service.
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Roles of Bank Departments
Finance
 To raise funds
 To invest funds
Production/Operations
To ensure maximum output at a minimum cost
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Roles of Bank Departments
Human Resources
 To get the best people to work for the
organizations
 To keep a highly motivated and satisfied staff
Marketing
To promote banks products and services
To continuously satisfy and delight customer
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The Role of Marketing
Production
Marketing
Customer
The Customer as the
Controlling function and
Marketing as the
Integrative function.
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Goals of Marketing
Promote services and products to new
and existing clients
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 To position the bank in a positive light vs
the competition
 To retain customers & keep them coming
back for more services (cross-selling & upselling)
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The Account Officer
 Technical & Analytical Skills
- Product Knowledge
- Credit and Finance
- Loan Administration
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Marketing Skills
Develop superior offering and deliver customer satisfaction
- Marketing Executives – Demand Managers
- Salesman – Customer Managers
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The Account Officer
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As a Marketing Person
- Skilled in stimulating DEMAND for Bank’s
Product
- Influence the LEVEL, TIMING and
COMPOSITION of Demand
- BROADER scope of decisions made
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The Account Officer
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As a Salesman
- The Bank’s personal LINK to the customers
- The BANK to many of the clients
- Brings back much-needed INFORMATION to
the Bank about the customers
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The Account Officer
To be an effective at Sales and
Marketing, bank staff must have:
 SALESMAN SKILLS
 NEGOTIATION
 RELATIONSHIP MANAGEMENT
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THANK YOU
FOR MORE INFORMATION ON
MARKETING, VISIT THE RBAPMABS TOOLKIT SITE AT:
http://rbapmabstoolkit.wordpress.com
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