Download PDF by Arthur Meidan (auth.): Bank Marketing Management

By Arthur Meidan (auth.)

ISBN-10: 0333365852

ISBN-13: 9780333365854

ISBN-10: 1349860336

ISBN-13: 9781349860333

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4. Return on investment. 6. Increase range of services to stabilise revenue. 4 Publicity Communications Personal selling The bank marketing management system should ideally decide on its broad strategy in terms of undifferentiated, concentrated or differentiated marketing approaches. Although these approaches have been highly developed in the product neId, in banking the general approach appears to be through differentiated marketing where the organisation is operating in a number of segments of the market, each with its appropriate marketing mix.

A third dimension has been recently added, that of service. Personal factors. These indude life-cyde position, age, employment status, economic situation, lifestyle and personality. We have already referred to the influence of some of these variables on consumer behaviour but socio-economic standing needs particular elaboration. Socio-economic variables have been used as common segmentation variables, especially occupation, education and income. Socio-economic standing is really a subset of variables contributing to social dass behaviour and common segmentation variables used are occupation and employment status, the level of education and income.

Developing bank 1. Profitability of laans of certain Image. types. 4. Minimise risk. 5. $pread customer types. 3. Direct customers to certain types of services/products. 4. Return on investment. 6. Increase range of services to stabilise revenue. 4 Publicity Communications Personal selling The bank marketing management system should ideally decide on its broad strategy in terms of undifferentiated, concentrated or differentiated marketing approaches. Although these approaches have been highly developed in the product neId, in banking the general approach appears to be through differentiated marketing where the organisation is operating in a number of segments of the market, each with its appropriate marketing mix.

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Bank Marketing Management by Arthur Meidan (auth.)


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