BANK MARKETING

Bank marketing is the managerial approach to market the services It is a social process to subserve social interests It is a fair way of making profits It is an art to make possible performance orientation It is a professionally tested skill to excel competition

Importance of marketing principles

Understanding the customers Satisfying the customers Excelling competitions Formulating and innovating the mixes Social-orientation

The users of banking services

General users Industrial users prospects

The behavioral profile of users

Factors influencing the behavioral profile of users Social factors Economic factors Psychological factors

MIS and its significance to the Banking organizations

MIS develops knowledge Helpful in identifying the profitable opportunities Diagnosing the emerging trends in competition Helpful in business expansion Helpful in Image projection

Market segmentation and its significance to banking organization

Instrumental in exploring opportunities Instrumental in designing a sound marketing strategy Helpful to the policy planners A sound management of budget is possible Enriching the marketing resources

Criteria for segmentation

Economic system a) agricultural sector b) Industrial sector c) services sector 2. Household sector a) Household segment b) gender segment c) profession segment 3. Institutional sector
1.

Marketing mix for the banking services

The product Mix Product portfolio Designing an attractive package Product development Proactive processes Reactive processes

Promotion Mix
Advertising Finalizing the budget Selection of a suitable vehicle Making possible creativity Testing the effectiveness Instrumentality of branch managers Characters and themes

Public relations Personal selling Sales promotion Word of mouth promotion Telemarketing

Price mix The place mix The people The physical attractions