Bank Marketing Essay

Armstrong’s team used branch-level data from the CSI system as the primary source of research. As a result the concept of “comfortable banking” is directly translated into customers satisfaction during their interaction with tellers in the bank, since almost every criteria in the CSI is measuring representative service behaviors. One thing that the team failed to see is that “comfortable banking” could include a much wider scope of services that customers value therefore consider important to their experience: the products itself and services provided outside the bank for instance. According to Armstrong, “comfortable banking” positioning stands for the branding of the overall experience TD Canada Trust delivers to its clients. The financial products, as the core business of any banks throughout the world, should be counted as part of the service, too.

The marketing mix is the general phrase used to describe the different kinds of choices organisations have to make in the whole process of bringing a product or service to the market...

At the time where competition became a reality for banks, Jyske Bank decided to make a major personality transformation from a traditional bank to a unique and different one. The new concept emerged from the values of society and the changing economy, and its main goal was to make banking more fun and less pretentious. This report will discuss the case study of “People, Service & Profit at JYSKE Bank” and will provide a detailed analysis of their marketing mix and how they modernized the 7 P’s to suit the changing customer needs.

Before the advent of the Federal Deposit Insurance Corporation (FDIC) in 1933 and the general conception of government safety nets, the United States banking industry was quite different than it is today. Depositors assumed substantial default risk and even the slightest changes in consumer confidence could result in complete turmoil within the banking world. In addition, bank managers had almost complete discretion over operations. However, today the financial system is among the most heavily government- regulated sectors of the U.S. economy. This drastic change in public policy resulted directly from the industry’s numerous pre-regulatory failures and major disruptions that produced severe economic and social

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

Bank of America, on the other hand, has spent its time during the post great recession managing its Merrill Lynch purchase. With such a large wealth management force often referred to as the ‘thundering herd’, the Merrill acquisition allows the bank to explore untapped opportunities, as well as making the bank the biggest in the nation bypassing “JPMorgan Chase & Co (JPM.N) and Citigroup Inc (C.N) in size, giving it about $2.7 trillion of assets” (Stempel, 2009). Similar to Morgan Stanley’s plans for its wealth management arm, Bank of America intends on trading the high volatility of traditional investment banking with the stability of the more retail investor focused wealth management. The strategy and benefits are evident, as various Wall Street firms try and reign in more riskier lines of business with more stable ways of income. Additionally, as explained by Halah Touryalai (2012), the advantage of cross selling traditional banking and mortgage products with wealth management clients “can be a very profitable.” The synergies created between both firms could lead to favorable results “as both sides look to tap into one another’s existing client base… sell more products to existing customers. The more products each one of your customers buys from the bank, the more profitable they become for the bank–not to mention it makes it more difficult for a customer to leave” (para. 5). To emphasize, just the size and scope of Bank of America could lead to more attractive

Of all the companies in my area there are many that don’t seem to implement the marketing concept to its fullest potential. Among these companies are Chase Bank, Big Lots, Pulse Yoga and Fitness Studio, and Tecknowlogic. On the other hand are the companies that use the marketing concept to the fullest extent. These companies include Huntington Bank, Meijer’s, The YMCA, and eGreen Computers, Inc. When looking at Huntington Bank everything they market and everything they set out to do is to satisfy their customers’ needs. Their marketing is everywhere from pens at the store, radio ads, television ads, billboards, etc. They make their banking and marketing out to be all about the customer and coordinate it between corporate, branches, employees, and take it as far as coordinating between bank accounts. Huntington is good at implementing the 4 C’s of customer value, cost, convenience, and communication. When looking at the marketing for Chase bank there is little marketing and it isn’t always geared to the customer. They lack in promoting their banking to customers and this is essential to maintain those customers. Chase is unable to show how valuable their company is in their marketing and should take measures to coordinate their efforts accordingly.

Welcome to the service audit report on Bell State Bank and Trust, a locally originated bank that was formerly known as State Bank and Trust of Fargo. This report covers the business model of Bell State Bank and Trust and focuses exclusively on the service marketing aspect of the business. In the beginning of the report I have provided a general overview of the banking industry. This part is important in understanding and comprehending the level of progress or shortcomings of the subject bank. By realizing how fast the banking sector is progressing, it gives us a reference point to analyze the progress of Bell State Bank. I have also discussed the competitive environment of the bank. In this section I realized that Bell State was one of those financial institutions that is hard to classify as it has smaller roots and is close to its origins, however it has a huge asset of $3 Billion that transcends the limits of small regional banks. The firm’s competitive advantages highlight that the firm prides itself in its community ties. It is these ties that have led to the banks local sourcing of employees, philanthropy, past growth and public image.

Marketing mix is the set of controllable tactical marketing tools which that the firm blends to produce the response it wants in the target market.

1. Personal Promotion: The bank marketer gets opportunity to tangibilise the product through personal selling; persuasion is more effective with direct contact. It helps in creating impulse buying.

Bank of America is a banking and financial service industry located in Charlotte, North Carolina. If you would like to access the internet address for Bank of America, then you can click on this link provided https://www.bankofamerica.com . Its primary SIC Code is 6021 – National Commercial Banks, and its primary NAICS Code is 522110 – Commercial Banking. The Bank of American provides many goods and services for its customers such as banking, credit cards, loans, and investments. Every day Bank of America is competing against many competitors but JPMorgan Chase and Wells Fargo are some of the largest. Bank of America’s stock exchange ticker symbol is NYSE: BAC. The external auditor is PricewaterhouseCoopers LLP in Charlotte, North Carolina.

In 1996, Citibank was an emergent banking institution attempting to increase its market share in the competitive Los Angeles area. In order to do so, the bank’s strategy was to focus slightly less on their financial growth, and much more on providing “a high level of service to its customers”. Management viewed this paradigm shift as “critical to the long term success of the franchise”.

Marketing mix is nothing but a critical mix of right amount of efforts and mechanism that is made up of the product that an organisation offers, market segmentation and the marketing strategy, selling the product at the right price and to the right customers through right people.

Menton Bank had historically focused on corporate businesses, an its share of the retail consumer banking business ha declined in the face of a aggressive competition from other financial institutions. Menton Bank’s new focus is on customer service, trying developing a stronger consumer orientation at the retail level. The goal is to seize the initiative in marketing the ever increasing array of financial services now available to retail customers (Lovelock, Wirtz, pg. 521)

Marketing mix refers to the enterprise for their target market needs, control various marketing factors (product, price, place and promotion) to optimize the combination and comprehensive utilization, in order to accomplish better economic and social benefits (Chai, 2009, p.4). Place and product will be attached more importance in this section.