Place Decision: Selection of a suitable place is an important element in the overall marketing decision.

The locational decision helps in activating the business. It means searching a suitable point for offering the banking services or location the branch at a sensitive point. Location of a bank at place accessible to the actual &potential users will bring momentum in the banking activities while making a place decision the availability of transport, communication, electricity & other necessary facilities for the smooth functioning of the bank should be considered. Neat & clean premises attract people. Of late the banks have been facing the problems of robbery. It is essential that branches are located at the points where security arrangements can be made available within a few minutes. The banks have to be careful that the General or Industrial users of services coming to the banks return safety. In order to serve all customers segment round the clock the banks have introduced ATM, telebanking home banking &now internet banking.

People: The products & the seller together constitute the banking product. While designing the product due care should to both the product & the seller. A well conceived product could fail if it is not implemented properly. The bank product can be implemented only through people. Banks should adopt internal marketing in order to make the whole business customer-oriented. The bank products should be marketed to the employees first before they are marketed to customers. The corporate mission must be communicated effectively to all the employees by the top level management.

The recruits should not only be conversant with all the aspect of banking but also have the skill for social interaction & tolerance for inter-personal contact. Most of the banks are moving towards technology based banking. But still matter like investment banking deposit, mobilization, credit evaluation etc. Can be done through personal contacts.

Physical Evidence: Physical evidence focuses the bankers attention because banking products are intangible. The environment is changing. It is becoming more friendly. Most of the private & foreign banks portray a new welcoming & friendly look to the customer. Flashy cheque books with the name of the account holder printed, imaginative design of bank brochure, statement of account with details of transaction are other tangible aspects. Logos, symbols, attractive brand name etc. add to the customers perception of service quality. There is an urgent need to implement technologies in order to raise productivity as well as to enable the banking system to cope with the increasing complexities of business. It is also important for the banks to promote specialized services like credit analysis, foreign exchange dealing etc.by appointing persons who are conversant in such specialized activities. In order to improve financial viability & profitability of the banks the major task before the banking industry is to consolidate its progress by improving its operational efficiency & customer service.

Telebanking and Electronic Banking: A customer can access information about his/her account through a Telephone call & by giving the coded personal

identification number (PIN) to the bank by telebanking. Some banks like SBI, Andhra bank etc.have made this facility available to some branches. Automatic withdrawals & transmission of cash balance data &other information about an account is another facility that is offered by banks in a consolidated from through fax or telex. Some banks have also adopted use of Email service for data & information transmission. Banks have also started with electronic display of information through satellite communication system & transfers of funds through the same channel for inter branch &inter-bank adjustment &clearance of cheques, drafts etc.

Mobile Phone Banking and Internet Banking: Through Inter-net banking one can visit the web-site of each bank by entering his password & know the account balance & even pass his own credit &debit entries. This means that we can do our banking through our personal computer sitting at home. Banks may soon allow zero balance savings accounts through internet facility only. Customers can now make balance enquiries, download statements & open fixed deposits over the net. They will soon be able to carry out all their transaction over the net. So visiting a bank would become needless. Time to come; mobile phones will drive banking transactions. These mobile phones will be equipped with smart cards that are embedded with banking & other information. This mobile phone banking facility is yet to come but the mechanics of linking the banking with the cell phone is being sorted out. Teller machines are being installed in the banks for the Electronic banking facility. The use of e-mail for banking will open up new avenues for internet banking.

Banking will be on the wheel & mobile by the use of smart banking.