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ijcrb.webs.com 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) COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 1082 ijcrb.webs.com 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) COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 1083 ijcrb.webs.com 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. COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 1084 ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS MAY 2013 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) COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 1085 ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS MAY 2013 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. COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 1086 ijcrb.webs.com 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. COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 1087 ijcrb.webs.com 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", InternationalJournal of Bank Marketing, Vol. 24, No.7, pp: 494-508. 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. COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 1088