Bank marketing

Change in the economic policy

Globalization
Competition
Banking and RBI Acts Control the
services
Entry of foreign banks
 Bank marketing the concept
--Bank marketing is a managerial
approach to market the services
--It is a social process to subserve social
interests
--it is a fairway of making profits
--It is an art to make possible
performance orientation
--It is professionally tested skill to excel
competition
 Justification for practicing marketing
skill :
1. Understanding the customers
2. Satisfying the customers
3. Excelling competition
4. Formulating and innovating the
mixes
5. Social orientation
 The users of Banking services-
---General users:
----Industrial users:
Behavioral profile of users:-
Marketing mix is directly or indirectly
related to the changing behavioral
profile of customers
 Factors influencing the behavioural
profiles of users:-
Social factors----
Family group
Life cycle
Purchase decision
Saving
Behaviour
Opinion Leader

Social class
 Economic factors:
Influence of income
Psychological factors:
attitudes
motivation
learning
Marketing Information system
---primary
---secondary
 Significance of MIS to the Banking
Organisation-
--MIS develops knowledge
--Helpful in identifying the profitable
opportunities
---Diagnosing the emerging trends in
competition
---Helpful in business expansion
---Helpful in image projection