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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
MAY 2013
VOL 5, NO 1
The Importance of Marketing in the Bank
Mehdi Mohamadi Kouchesfahani1, Alireza Sajedi2, Maryam Abdoolahzade3, Azadeh Sheikhhossini4
1,2,3,4-M A Student of MarketingBusiness Management, Science and Research Branch, Islamic Azad
University, Rasht, Iran
Abstract
Deposit is of particular importance. Customer satisfaction is a key factor in any organization, especially
banks and banks are looking to earn a stable income to our loyal customers. For many yearsthe emergence of
themarketing conceptanduse it toattractcustomersin the past.Theorganizationcan be foundundertheprinciples
of marketingare notmetconcernis notattractingcustomers. The competitiveness of financial markets and
financial institutions and development banks, and credit, marketing and implementation of marketing
strategies to attract customer.
Keywords: Importance; marketing; Bank
Introduction
Today, in addition to marketing and promotions, and offers a wide range of goods and services, all processes
are effective in attracting and motivating customers and increase market share are included. The overall aim
of marketing is to increase sales of goods and services for corporate, commercial and financial institutions is
to ultimately increase profits.... Butmarketingis notonlymeant toadvertising andintroduce
productsandservices, Marketingapproachtomeet customer demandsandabroad socialandmanagerialprocessBy
which businesses can understand the needs and interests of customers by offering goods and services,
Withaffordable pricingandits influenceinpromotingtheproductstotarget markets.Marketing executives at
financial institutions and banks are also trying to send broadcast messages and ideas specific to affect the
audience through the media, to attract attention to their services.
Banks in a market economy, fiscal and monetary market for effective, better and overtaking competitors
activities and providing financial resources to make use of the marketing and use of marketing tools.Banks in
a market economy, fiscal and monetary market for effectivepresence, better and overtaking competitors
activities and providing financial resources to make use of the marketing and use of marketing tools. Banks,
financial institutionsandmonetary and fiscalactivitiesofbanksareaffected bymarketingtosucceed inits goalsand
surpassedthe competitionwillbemarketing. (M. Soleimani,1388)
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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
MAY 2013
VOL 5, NO 1
Marketing...
Marketing and marketing management is one of the important branches of knowledge management that his
main task is to identify and meet human needs and wants through exchange process, it is resources.
Today, the range has expanded to such an extent that marketing and sales promotions that are viewed as part
of its territory, and businesses of all operations, including manufacturing, distribution or services will be
included.
One of the key areas of marketing, is the marketing of services. Service activities will include features such
as being intangible, inseparable, being different and not being able to be maintained. (K. Nazari 1390)...
Definition ofMarketing...
Marketingisasocial and managerialprocessby whichindividualsand groups, theirneeds anddesiresthrough the
production, distribution and exchange ofuseful and valuablegoodswithothers, can provide.(Philip
Katler1385).
Marketing Management
Marketing management can be achieved when at least one party in a potential exchange of ideas as a means
to achieve the desired reaction from the other side of it. (Philip Kotler 1385)
Definition ofMarketing Management...
Analysis,
planning,
implementation
andmonitoringof
programsforcreating,
deliveringand
maintainingprofitablethe businessprocessdesiredbybuyers, in order to achieveorganizational goals. (K.
Nazari1390)
America Marketing Association defines marketing management
Marketingmanagementis
theprocess
ofconceiving,
planning
and
implementation,
pricing,
advertising,promotionand
distributionof
ideas,goods
andservicestoindividualandcorporateperformancegoalsoftransactionthatwill result.
Definitionofmarketing management,highlights thefollowing:
1) Analysis, Planning, Implementation andControl
2) coversgoods andservices andideas
3) toemphasize theexchange
4) Finally, the goalisto providesatisfactiontoboth parties. (Philip Kotler1385)
Marketingonthe followingfour factorsareofparticular importance:
 Product
 Marketing space and location
 Costs and expenses
 Advertisement (MasoudSoleimani, 1388)
Importance ofMarketing
In an era of increasingly homogeneous products are unique distinction of service quality is the most
important resource. (Mahdi shahamati 1389)
Today's top-performing companiesinvariousindustriesare moving towardscustomer retentionandloyalty,
Because mostmarketsareattheirmature stage, competition is increasingand the costofattracting new
customershasincreased. (KotlerandArmstrong,1999)
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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
MAY 2013
VOL 5, NO 1
Remember
thebuyer,spreserveandattracting
his
loyalty
is
an
essential
factor
tosustaingainandCarrMylifereceive. Meanwhile, thebanking industryis no exceptionto this rule.Therefore,
banks should also seek to improve its customer loyalty management strategies are different. (Aygy 2006)
Today,bank managerstendto avoidcompetitionbythecustomershouldeverseek tounderstand thewants
andneeds
oftheircustomers,Tobettermeet
theirneedsandtoestablishlong-term
relationshipswith
theirbusiness.Therefore,anyapproachtobetterrealizetheseissueswillbeconsideredfurther. (Chiu 2005)
Success in the competitive world, it will be those that recognize:
1)
Thecustomeris
an
greatestassetto
anyorganization.
2) Customerallright, wewill pay thesalaryandbenefits.
3)
Wherethe
customeris
goingtobegivenhisbestwishes.
4) Inany business, you're the firstcustomer. (M courage1389)
Banking
Years agobanksdid notunderstandorpay special attention tomarketing. Bankersneed toreviewthecurrent
accounts, savings, loans,trust fundswerenot.Bank Buildingwasbuilt inthe architectural style ofGreek
templesandarchitecturalthoughtsuchpublicimportance andstrength ofthebankraises.Banksare verysimple
andfree
ofindoordecorationandcomfortorCashiersLaughingrarelyonthelipsareappeared.Employeepayingtheloanhis
officeisarranged sothatborrowerswouldinevitablyshorter thansiton a chairinfrontof histable.Window
oftheofficebehindthe
employee
wereeitherpullthe
sundirectlyon
theclient'sillfatedstandandcustomertriedtoEmployeeliableto explaintheloantotheconsumeris requestingthattheface
ofthe bank inthe eveningbeforemarketing(Rahim Ranjbar,1387)
Banking industry in Iran
Along with the rest of the banking industry in recent decades, with changes in the industry deregulation, start
lending institutions and private banks, new technologies to be more competitive in providing the service
gradually goes And among organizations that can successfully keep pace with changes in the competitive
environment proactively responds before the show. The track, understand and respond to your competitive
environment can be used as a specific aspect of marketing activities proposed. (R trimming)
Banksmustcontinuouslyinterests, needs, wants andexpectations of customersaware ofthecontinual
improvement ofservice qualityexpectations ofour customersare more successful, because itis changingover
time. (Mahdishahamati1389)
The entry of marketing in banks
1) Themarketingpromotionadvertisingsales andbusinessreputationmarketingcampaignto promotethe
concept, not theconcept itselfbutthebanksweremarketing. Increased competitionfacedby
banksonsavings.
Advertisingandpromotionactivitiesofbanksbegansellingheavily.
Theyoffersomepromotional
itemssuch
asumbrellas,
radio,
etc.
A
groupof
customerswereattractedtotheaccount.Their competitors do the same thing began to attract customers in
order to contribute to the professional activities to promote sales and advertising agencies were.
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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
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VOL 5, NO 1
2) Marketing meanssmilingandfriendly atmosphere: Officelaterfound thatit is very easyto attract
customersto the bank. Butit is very difficultto convertthese customersinto loyal customers. Hence,to
ensurecustomer satisfactionandassure theminitiatedprograms. At this pointthelaughterontheirlipsas
close.
TAHVILDARIremovedobstaclesfrom
the
frontcounters.
Friendlyandwarmatmosphereiscreatedinsidethebankbuildingwas redesignedagain.
3) MarketingandInnovationdivision:
when
thebanksweredividedits
marketsandforthemarket
withinnovativenewproductsofferedwere gettingintoacompetitive tool. Citibank, for example, nowhas
more
than500
typesoffinancialservicestotheir
customers.
Financial
servicesarealsoeasilyimitatedbycompetitorsandtheirshort-lived advantages. So ifa bankhasto maintain
itsinnovationmodecanhopeisalwaysaheadofother banks.
4) Marketing
meanspositioning:
ifallbanksaretobeadvertisingbusiness-your
customersdoyour
marketsegmentationsmileandinnovationto providebanking servicestocarryproductsthatwill be what?
Obviously,theyareallthe same. They haveacompetitionto finda newexcuse. Little by little, they find
thatnobankisable toofferallcustomersthebestbanking servicesandbanksto be considered. TheBankhas
providedanopportunityto reviewandchoosea special placefor itselfin themarket.
5) themarketing means analysis, planning, implementation and control ofmarketing: Usemarketing
researchto measure thepotentialofmarketsto offerthe bank onmarketing initiatives and Finally,theuse
ofappropriateincentivesto motivateexecutivesto achievegoalsina competitive environment,it is
essential, especially banks. (R. Ranjbar,1387)
Marketing’sadvantages inbanks
The useofmarketing mixfactorssuch asaccess toadequateservicesand supplies, quickly.Variety
ofservices andgoodadvertisingcanbeincreaseddepositbanks andinstitutions.
Marketingexecutivesateach bankistaskedwithanalyzing, planning, implementing and controlling
theefficient and effectiveprogram, Beck privilegedcompetitive positionforthetargetmarketto make a.
Marketingplansinclude thedesignprocessandtheeventsleadingtothe bankisto achievefuture goals.
Strengthenfinancial
marketsineach
countrythatsignsthe
economic
developmentof
the
countryandsavingresourcesis essentialforeconomic health and with increasingsavingsin
thebankingsystemor thefinancialsystemandcredit, increasing investmentandeconomic growthwouldbe
expected. (K. Nazari1390)
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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
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VOL 5, NO 1
Marketingof banking services, including the followingthreepillars:
1) market recognition which include banking services, including the services of the bank's current market
system and its strengths and weaknesses, expectations, desires, ideas and opinions Customers, conditions and
environmental factors affecting the banking system and failed patterns in this system. Market recognition in
infrastructure development in the banking system.......
2) Themarket makersuse a varietyoftechniques, including simpleand complexmarketing
andcompetitivestrategydevelopmentthenmarketing toolsmarketing mixtocreateorincrease market
share, customer share, and theopportunity toshareresources andbetterbenefit.
3)Market’s strategy,marketing isone of themost important tasksinthesystem, maintain market share,
lastingrelationshipswith clientsandcustomersbecomeregularsupporters, fansareloyal.Howeverthere
ismuchmore competitionandmoreloyal customers, and willalwaysbe morevaluable.
Barriersand Limitations
Marketingofbanking services tobothplacesandyetits real valuecomesinourbanking system. Thereasons
are:
1) TheMythofmisunderstanding,and
thesooneryou
understandincompletely
understood,
issuperficialand unrealistic.
2) 2) Mismanagementincluding disabilitymanagement, marketing managementisdesperateand
sometimesmismanagement.
Marketing in the banking system when the mean value and its actual position would be that the
owners and managers of banks, Marketingobjectives,tasksandachievementsand it
isbelievedthattheessence ofallthe affairsand activitiesof banking servicesandgetto know. (Ahmad
rosta1386)
Conclusions
Nowadays, with the rapid and unpredictable changes in the markets and strongly felt the need to
use
marketing
techniques
is
inevitable.
According
tothemodernunderstandingofcustomerneedsanddemandshavegraduallytowardsestablishing
and
maintaininglong-term relationshipswithcustomersare tending to become.Customer waiting time is
always changing, and banks must constantly using marketing techniques have regular contact with
customers to provide their services to successful.
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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
MAY 2013
VOL 5, NO 1
Given the importance ofmarketingand its rolein banking, banks, regardless ofmarketingand its
importancewill notattract customers andexisting customersintoloyal customerssucceedAndthemost
importantgoalsofcustomer satisfaction andcustomerretentionisachieved.
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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
MAY 2013
VOL 5, NO 1
References
1. pirayesh, R&Alipor,V.1391. Examination ofthe relationship betweencompetitive
intelligenceandeffectiveness ofmarketing strategiesbetweenpublic and privatebanksin Zanjan
2. Ranjbar, R.1387. The five-step marketingtraining In journal of Export DevelopmentBank ,
No. 75, pp.38
3. Rosta, A. 1386. JournalofEconomics, No. 104, pp.88
4. Soleimani, M, 1388.Journalof the NationalBankof Iran, No 151, p 16
5. Shahamati, M. 1389. Necessity ofmarketingand blended marketing in bank
6. Kotler, Ph., 1999.MarketingManagement,translated by bahmanforoozandehlearned. Page52.,
7. Nazari,K. 1390. Marketing mixto attractcustomers,banksandeconomicfactorsMagazine, No.
113, pp.50
8. Ehigie, B. O. (2006),"Correlates of customer loyalty to their bank: a casestudy in Nigeria",
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9. Chiu, H. C. and Hsieh, Y. C. and Li, Y. C. and Lee, M.(2005),"Relationship marketing and
consumerswitching behavior",Journal of Business Research, Vol. 58, pp: 1681- 1689.
10. Kotler, Ph. and Armstrong, G. (1999), "Principles of marketing", 8thedition, Prentice-Hall,
Upper Saddle River, New Jersey.
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