MODULE D

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• MODULE D
• MARKETING MANAGEMENT
•  
• S.V.ATRE
• FACULTY,
• BANK OF INDIA,
• MANAGEMENT DEVELOPMENT INSTITUTE,
• CBD BELAPUR, NAVI MIMBAI
• E-MAIL sva1955_at_indiatimes.com

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• MODULE D
• MARKETING MANAGEMENT
•  
• Introduction to Marketing and Key Concepts
• Marketing Planning
• Consumer Behaviour
• The Art of Customer Service-As Applied to
  Banking
• Consumer and Market Segmentation
• Marketing Research
• Marketing Mix
• Competitor Analysis
• Product Strategy
• The Concept of Product/Service Delivery
• Pricing Strategy and its Application in
  Banking
• Bank Distribution Strategy
• Product Strategy
• Sales Training and HRD in Marketing
•  

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Introduction to Marketing and Key
Conceptsrketing and Key Concepts

• Definition
• Marketing
• Marketing as a functional Area of Management
• Marketing as an Overall Business Philosophy
• Marketing Concepts
• The Evolution and the Why of Modern Marketing
• The Core Concepts of Marketing
• Marketing Management
• Company Orientations toward the marketplace
  (Marketing Concepts)
• Difference between Services and
  Products/Physical Goods
• Characteristics of Services
• Definition Service
• The Servuction Process

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What is Marketing??

• Selling?
• Advertising?
• Promotions?
• Making products available in stores?
• Maintaining inventories?
• All of the above, plus much more!

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Marketing ?

• Marketing is the process of
• planning ,
• and executing the conception,
• pricing,
• promotion,
• and distribution of ideas, goods, services
• to create exchanges
• that satisfy individual and organizational goals
• American Marketing Association

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Simple Marketing System
Goods/services
Money
Information
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Marketing ?

• Marketing is the sum of all activities that take
  consumer to a sales outlet.
• After that sales takes over.
• Marketing is all about creating a pull,
• sales is all about push.
• Marketing is all about managing the four Ps
• product
• price
• place
• promotion

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• What is the difference between Marketing and
  Selling ?

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Difference Between - Sales Marketing ?

• Sales
• trying to get the customer to want what the
  company produces
• Marketing
  
• trying to get the company produce what the
  customer wants

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MARKETING PLANNING

• Macro-and Micro factors influencing the Market
  for an Organisations Goods and Services
• Controllable Marketing Variables and the
  Macro-Environment
• Proximate Macro-Environment
• Applicability to Banking
• The competititive Environment in Banking
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• Meaning and Importance of Planning in Marketing
• Traditional Planning
• Difference between a Marketing Plan and a
  Companys Corporate Plan
• Market-oriented Strategic Planning
• Difference between Marketing Plan and the
  Marketing Planning Process
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• Banking Regulation and its Impact on Marketing
  Strategies
•  

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Strategic Planning

• Strategic Planning is the managerial process of
  creating and maintaining a fit between the
  organizations objectives and resources and the
  evolving market opportunities.
• Also called Strategic Management Process
• All organizations have this
• Can be Formal or Informal

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CONSUMER BEHAVIOUR

• Consumer Behavior A directional force
• The Complexity of Consumer Buying Decisions
• Needs and Motives
• Individual Perception
• Learning and Habit Development
• Behaviour Models for Analysing Buyers
• The Marshallian Economic Model
• The Pavlovian learning Model
• The Freudian Psychoanalytic Model
• The Veblenian Social Psychological Model
• Factors Influencing Consumer Behaviour in Banking

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THE ART OF CUSTOMER SERVICE AS APPLIED TO BANKING

• Building Customer Satisfaction through Quality,
  Service, and Value
• Customer Value and Satisfaction
• Defining Service Quality
• Managing Quality
• Delivering Customer Value and Satisfaction
  Moments of Truth
• The Triangle of Service
•  
• Image as a Managed Perception
• Customer Relations in Services Marketing  

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What is a Service ? Defining the Essence

• An act or performance offered by one party to
  another (performances are intangible, but may
  involve use of physical products)
• An economic activity that does not result in
  ownership
• A process that creates benefits by facilitating a
  desired change in customers themselves, or their
  physical possessions, or intangible assets

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CONSUMER AND MARKET SEGMENTATION

• Introduction
• Mass Markets and Segmentation
• Types of Consumer Segments
• Characteristics of Segments
• Benefits and Disadvantages of Market Segmentation
• Alternative Strategies
• Evaluation
• Marketing Segmentation Strategy Techniques
• Application of Segmentation to Banking Services

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MARKETING RESEARCH

• Market Research is Research all about the Market
• Its Size, Composition, Structure and so on
• Marketing Research Process
• Types of Data----Primary and Secondary Data
• Quantitative and Qualitative Research
  Methodologies
• Time and Cost Constraints
• The Major Uses of Marketing Research
• Marketing Information System

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MARKETING MIX

• Marketing of Financial Services
• Bank Marketing
•  
• Marketing Mix
• Services Marketing Mix
• Current Development
•  
•  

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COMPETITIOR ANALYSIS  

• Introduction
• Gap Psychiatry A Structural Methodology
• Build a Strategic Planning Knowledge Base
• Creating a Sustainable Advantage
• Speeds as Strategy
• Competitive Strategies

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PRODUCT STRATEGY  

• Nature of Product
• Product and Service
• Elements of Product Mix
• Product Life Cycle and Product Strategies
• Product Analysis
• New Product Development
• Branding in Marketing
• Role of Brand in Bank Marketing

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THE CONCEPT OF PRODUCT/SERVICE DELIVERY 

• Process Cycle in Product Development
• Packaging and Delivery

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PRICING STRATEGY AND ITS APPLICATION IN BANKING

• Pricing for Profitability
• Elasticity of Demand
• Pricing Methods/Strategies
• Pricing Decisions
• Pricing Concept in Banking
• Pricing Review and Committees
• Concept of Service Fees
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BANK DISTRIBUTION STRATEGY

• Distribution of Financial Services
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• Barriers
• Channels of Distribution for Banks
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PRODUCT STRATEGY 

• Introduction
• Communication Process
• Goals of Communication
• Advertising and Sales Promotion
• Sales Promotion
• Publicity
• Internal Communication
• Marketing Information Systems (MIS)
• Concept of Moments of Truth Customer Care

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SALES TRAINING AND HRD IN MARKETING

• Proper Attitude Orientation of Staff
• Selling Skills Required
• Need and Importance of Sales Training
• Sales Training and Strategy
• Selling Process
• Impact of Training as HRD Intervention in
  Marketing
• Direct Sales Force
• Importance of Quality Service
• Public Relation and Institution Image
•  

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EMERGING TRENDS IN CUSTOMER SERVICE

• CUST SERVICE AS A MARKETING TOOL
• INTERNAL CUSTOMERS HRD

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QUOTES

• IF YOU BUILD A GREAT EXPERIENCE,
• CUSTOMERS,TELL EACH OTHER
• ABOUT THAT .
• WORD OF MOUTH IS VERY POWERFUL.
• 
  Jeff Bezos

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QUOTES

• Customers dont expect you to be perfect
• They do expect you to fix things when they go
  wrong.
• 
  
• Donald Porter

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QUOTES

• Customer service is awareness of
• needs,
• problems,
• fears and
• aspirations.
• 
  

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QUOTES

• Quality in service or product
• is not what you
• put into it.
• It is what the client or customer
• gets into it
• 
  
• Peter Drucker

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QUOTES

• Our greatest asset
• is the customer.
• Treat each customer
• as if they are the only one!
• 
  
• 
  Laurice Leito

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QUOTES

• It takes less effort to keep an old customer
  satisfied
• than to get a
• new customer interested
  
  
• 
  
• Robert Half

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QUOTES

• What you give is
• what you get returned i.e.
• the way you handle your employees
• is the way they will handle (manhandle) your
  customers.
• E.D.HORRELL