Financial services marketing

• Druk: Katowice, 2005
• Autor: Sławomir Smyczek
• Wydawca: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

This book is organised into nine chapters. The first chapter presents over-view of financial market, with particular emphasis on financial institutions and services. The second chapter focuses on financial service consumers. Chapter 3 discusses differences between consumer segments in respect of their financial services requirements and outlines ways of segmentation financial services consumers. The fourth chapter focuses on marketing policy of financial services. Chapter 5 is presenting role of pricing in financial institutions. Distribution system in financial sector was presented in Chapter 6. Chapter 7 concentrates on communication of financial institutions with market. Chapter 8 presents personnel of financial institutions as marketing instrument. The last chapter discusses implementation marketing activity in financial institutions.

• Kategorie:
  1. Ebooki i Audiobooki »
  2. Ebooki »
  3. Ekonomia, biznes
• Język wydania: angielski
• ISBN: 83-7246-888-5
• ISBN druku: 83-7246-888-5
• Liczba stron: 150

INTRODUCTION	9

Chapter 1
MARKETING CONCEPT IN FINANCIAL INSTITUTIONS	13
1. Financial market – institutions, characteristics	13
2. Financial service characteristics and their implications to marketing	16
3. Marketing in financial institutions – notion, evolution, characteristics	19
Discussion questions	25

Chapter 2
CONSUMERS AND THEIR BEHAVIOURS ON FINANCIAL MARKET	26
1. Consumer behaviour – notion, scopes	26
2. Determinants influencing consumer behaviour on financial market	28
3. Decision-making process of consumer on financial market	30
4. Consumer relationship with financial institutions	45
Discussion questions	47

Chapter 3
FINANCIAL MARKET SEGMENTATION	48
1. Market segmentation – notion, scopes	48
2. Bases for segmenting financial services customers	50
3. Techniques of financial market segmentation	54
4. Evaluation and selection financial market segments	55
Discussion questions	59

Chapter 4
FINANCIAL SERVICES AS MARKETING INSTRUMENT	60
1. Financial services – notion, scopes, characteristics	60
2. Development of new financial service	63
3. Management of existing financial services	68
4. Financial service elimination	73
Discussion questions	77

Chapter 5
PRICING IN FINANCIAL INSTITUTIONS	78
1. Price of financial services – definition, characteristics	78
2. Process of financial service pricing	81
3. Price strategies of financial institutions	85
4. Price modification of financial services	87
Discussion questions	89

Chapter 6
MARKETING CONCEPT OF FINANCIAL SERVICE DISTRIBUTION	90
1. Distribution channels in financial sector	91
2. Localisation policy on financial market	96
3. Merchandising in financial institutions	98
Discussion questions	101

Chapter 7
PROMOTION AS MARKETING INSTRUMENT IN FINANCIAL SECTOR	102
1. Promotion as communication process of financial institutions with environment	102
2. Promotion in financial sector – tools and characteristics	106
3. Image creation activity of financial institution	112
Discussion questions	115

Chapter 8
MARKETING CONCEPT OF PERSONNEL IN FINANCIAL INSTITUTION	116
1. Internal marketing – notion and roles in financial institution	116
2. Financial institution’s personnel – classification and characteristics	118
3. Procedure of financial institution’s personnel modelling	121
4. Conditions of successful marketing concept of personnel in financial institution	128
Discussion questions	129

Chapter 9
MARKETING IMPLEMENTATION AND CONTROL IN FINANCIAL INSTITUTION	130
1. Marketing in financial institution structure	130
2. Organisation of marketing department in financial institution	132
3. Control of marketing activity in financial institution	139
Discussion questions	141


REFERENCES	143

LIST OF FIGURES	149

LIST OF TABLES	150