By Arthur Meidan (auth.)
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Additional resources for Bank Marketing Management
Students of today are considered the successful businessmen of the future. The earlier the banks get them, the better their chance of keeping them later on. The other banks quiekly realised the importance of this market and today there is a weIter of different incentive schemes. No one makes any money from students, as student accounts are the banking industry's version of a 'loss-leader'. But competition for student accounts is intense, and free banking is the norm. (3) Another segment that was exploited by Lloyds (UK) during the spring of 1980 was the young married couples setting up a first horne.
The extent to which there is a different marketing mix for each segment is difficult to ascertain, but certainly some aspects of the mix, particularly promotion, are geared to particular target markets. Product, price, place and promotion represent the four main elements of the marketing mix. Once the characteristics of the market are known through market segmentation, the bank can then ideally develop a market strategy. Once the firm has decided on its marketing expenditure level, it has to allocate this in relation to the four elements of the marketing mix.
Thus, for example, student and wage-eamer segments have been reeognised. Onee market segmentation has been earried out, the bank 18 Bank Marketing Management BANK MARKETING OBJECTIVES Flexible Fixed (short run) (Iong run) 1. Increase/decrease deposits of certain types. 2. I ncrease/decrease 2. I ncrease market share. 3. 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.
Bank Marketing Management by Arthur Meidan (auth.)