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Transcript
OVERVIEW OF MARKETING Marketing & Service Quality Module 1 Outline The need to do marketing Definition of marketing & selling The Role of Marketing Goals of marketing The Account Officer as a Marketing Person 2 Why is there a need to do marketing? 3 The Need to Do Marketing Banks need to FOCUS on improved methods of MARKETING because of the following factors: 1. 2. 3. 4. Increasing competition Slowing growth rates Increasing client desertion Growing recognition that banks need to be more client-led 4 Defining Marketing & Selling WHAT IS MARKETING? The task of creating, promoting, and delivering goods and services of value to consumers and businesses Goods, SERVICES, Experiences, Events, Persons, Places, Properties, Organizations, Information, Ideas 5 Defining Marketing & Selling WHAT IS SELLING? Anytime there is an exchange of relationship between a seller or service provider and a buyer for a good or service. 6 Roles of Bank Departments Finance To raise funds To invest funds Production/Operations To ensure maximum output at a minimum cost 7 Roles of Bank Departments Human Resources To get the best people to work for the organizations To keep a highly motivated and satisfied staff Marketing To promote banks products and services To continuously satisfy and delight customer 8 The Role of Marketing Production Marketing Customer The Customer as the Controlling function and Marketing as the Integrative function. 9 Goals of Marketing Promote services and products to new and existing clients To position the bank in a positive light vs the competition To retain customers & keep them coming back for more services (cross-selling & upselling) 10 The Account Officer Technical & Analytical Skills - Product Knowledge - Credit and Finance - Loan Administration Marketing Skills Develop superior offering and deliver customer satisfaction - Marketing Executives – Demand Managers - Salesman – Customer Managers 11 The Account Officer As a Marketing Person - Skilled in stimulating DEMAND for Bank’s Product - Influence the LEVEL, TIMING and COMPOSITION of Demand - BROADER scope of decisions made 12 The Account Officer As a Salesman - The Bank’s personal LINK to the customers - The BANK to many of the clients - Brings back much-needed INFORMATION to the Bank about the customers 13 The Account Officer To be an effective at Sales and Marketing, bank staff must have: SALESMAN SKILLS NEGOTIATION RELATIONSHIP MANAGEMENT 14 THANK YOU FOR MORE INFORMATION ON MARKETING, VISIT THE RBAPMABS TOOLKIT SITE AT: http://rbapmabstoolkit.wordpress.com 15