MARKETING OF FINANCIAL SERVICES
1. Meaning and Significance of Marketing
1.1. Marketing: Meaning and Philosophy – Delivery Superior Customer Value and Earning Profit
1.1.1 The All-encompassing Influence of Marketing
1.1.2 21st Century and Bank Marketing in a Developing Country
1.2. Strategic Marketing and the Marketing Program
1.2.1 Strategic Marketing in Banks
1.2.2 Designing the Banks Portfolio
1.2.3 Managing the Bank Marketing Program
2. Understanding the Market, Identifying Opportunities, and Developing the Marketing Strategy
2.1 Marketing Research and Information Systems
2.1.1 The Marketing Information System;
2.1.2 Measuring Service Quality
2.2 The Domestic Market
2.2.1 Key features of the Pakistani Society
2.3 Consumer Markets and Consumer Buying Behavior
2.3.1 Characteristics affecting consumer behavior
2.3.2 Types of buying decision behaviour
2.3.3 The Buyer Decision Process
2.3.4 The Buyer Decision Process for New Banking Products
2.4 Business and Corporate Markets and their Buying Behaviour
2.4.1 Business and Corporate Markets
2.4.2 Business and Corporate Buying Behaviour
2.4.3 Institutional and Government markets
2.5 Developing the Marketing Strategy: Identifying the Target Segment
2.5.1 Levels of market segmentation;
2.5.2 Identifying the Target Market
2.5.3 Developing the Positioning Strategy
2.6 Competitive Strategies: Building Lifetime Customers
2.6.1 Defining customer value and satisfaction
2.6.2 Retaining Customers
2.6.3 Delivering Customer Value and Satisfaction
2.6.4 Implementing Total Quality Marketing
3. Developing and Implementing the Marketing Program
3.1 Product and Services Strategy
3.1.1 What is a Product
3.1.2 Product Classification
3.1.3 Individual Product Decisions
3.2 Brand Management
3.2.1 Commodity Vs. Brand Vs. Generic Name
3.2.2 Brand Strategy
3.2.3 Managing Brand Equity
3.3 Services Marketing
3.3.1 Nature and Characteristics of Services
3.3.2 Consumer Behaviour in Services
3.3.3 Customer Expectation of Service
3.3.4 Customer Perception of Service
3.3.5 Strategies for influencing customer perceptions of service
3.3.6 Service Leadership
3.4 New Product Development and Product Life Cycle Strategies
3.4.1 New Product Development Strategy
3.4.2 Product Life Cycle Strategies
3.5 Pricing Products and Services
3.5.1 Factor to consider when setting prices
3.5.2 General Pricing Approaches
3.6 Pricing Products and Services; Pricing Strategies
3.6.1 New Product Pricing Strategies
3.6.2 Product-Mix Pricing Strategies
3.6.3 Price-Adjustment Pricing
3.6.4 Price Changes
3.7 Distribution Channels and Logistics Management
3.7.1 The nature of Distribution Channels
3.7.2 The nature of branch behaviour and the Bank
3.7.3 Channel design decisions
3.7.4 Channel Management decisions
3.7.5 Physical Distribution and Logistics Management
3.8 Retailing and Wholesaling
3.8.1 Store retailing
3.8.2 Non-Store retailing
3.8.3 Retailer Marketing Decisions
3.8.4 The future of retailing
3.8.5 Wholesaling
3.9 Trends in Corporate Banking
3.10 Integrated Marketing Communication Strategy
3.10.1 The marketing communication mix and the communication process
3.10.2 Setting the total promotional budget mix
3.10.3 The changing face of marketing communication
3.11 Bank Advertising, Sales Promotion and Public Relation
3.11.1 Major decisions in advertising
3.11.2 Sales Promotion
3.11.3 Public Relations
3.12 Personal Selling
3.12.1 The Role of Personal Selling
3.12.2 Managing the Sales Force
3.13 Direct and Online Marketing
3.13.1 What is Director Marketing?
3.13.2 Forms of Director Marketing Communication
3.13.3 Online Marketing and Electronic Commerce
3.13.4 Public Policy and Ethical Issues in Director Marketing
3.14 Marketing Audit
3.14.1 Four Characteristics of Marketing Audit
3.14.2 Components of a Marketing Audit
4. The Global Market
4.1 Marketing to Pakistani Nationals in Foreign Countries
5. Social and Ethical Issues in Marketing
5.1 Social Criticism of Marketing
5.1.1 Citizen and Public action to regulate Marketing
5.1.2 Business Action towards Socially Responsible Marketing
5.1.3 Principles for Public Policy towards Marketing
Core Readings
1. Pakistan, Institute of Bankers Marketing of Financial Services – Lesson Notes
2. Philip Kotler & Gary Armstrong Principles of Marketing – 8th Edition or latest
Supplementary Readings
1. Valerie A. Zeithaml and Services Marketing – International Edition
Mary Jo Bitner 1996 edition or latest
2. Evelyn Ehrilich & The Financial Services Marketing Handbook
Louis A. Duke Fanelli Jaico Publishing House, India
3. Rao, Prof. K. Rama Mohana Services Marketing
Pearson Education, India
4. Chartered Institute of Bankers, Marketing of Financial Services
U.K.
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