Useful to faculty at JAIIB

1. A R Mankodi
Faculty- NIIT IFBI (PGDB)
GLS University
AHD University
JAIIB-CAIIB
URICM
IBPS
Director- Karnavati Coop Bank
Ex CEO- Guj State Coop Union
Ex DGM- A D C Bank
AMCO Bank
Secretary-Bankers’ Club
Market Management
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2. Scope Of Marketing
• Goods and Services
• Experience
• Events
• Persons
• Places
• Properties
• Information
• Ideas
Definition
Philip Kotler has said ,”Marketing is art and science of choosing
target markets and getting keeping and growing customers'
through creating, delivering and communicating superior
customer value”
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3. Marketing
I. Combination of
function of
Marketing
Management
II. Philosophy of
Marketing
Function of
Marketing
Management
Philosophy of
Marketing
I. Identify Current and
future needs, wants and
produce to satisfy
customers
II. Mobilize customers
needs and mobilize
resources to capitalize on
them for profit
III. In house activity and
research work by
analyzing, planning
implementing and
controlling
I. This is attitude aspect
II. Customer first approach
III. Profit from customer
satisfaction only.
IV. Priority of customer
delight over profit.
V. Way of thinking about
business and way of
working
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4. Selling v/s Marketing
Selling Marketing
Operational Activity Management of needs and satisfaction level
Product Focus Customer Focus
Need of Seller Need of Customer
Enchases profitable Create or convert profitable opportunity
Opportunity
Maximize Profit Maximize customer satisfaction
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5. Marketing Management Functions
Analyse:- Needs, SWOT of organisation,
Competitions, Feed Back Market
MIS and Data of customers
Planning :- Shot term – Long Term
Measurable goals/targets
Resources estimation
Implement :- Manpower Management
Training and skill up gradation
Duty allocations
Securing capacity
Control :- Progress indicators v/s targets
Qualitative and quantitative measurers
Training and infrastructure
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6. Product and Service
• What is product?
• Anything that can be offered to market for
attention, use or consumption, including physical
object, services, personalities, places, organisation
and ideas.(Phillip Kotler)
So a product can be goods or Services
• What Is services?
• A service is any ACT or PERFORMANCE that one
party can offer to another which is intangible and
does not result in ownership. Its production may or
may not be tied to physical product(Kotler-Bloom)
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7. Physical Goods Services
Tangible Intangible
Homogeneous Heterogeneous
Production, distribution Simultaneous process
separate from consumption
A physical existence An activity or process
Core value produced in a place By buyer-seller interaction
User not participate in production Do participate
Can be kept in stock Can not be stocked
Transfer of ownership No transfer of ownership
Produced then sold First sold than produced
Perish ability vary Immediate perishable 7/13

8. What is service Process?
Production and consumption take place at same place by interaction
Chance of moment of truth. Function of expectation and delivery. Certain degree of
relevance of physical surroundings effect. Interaction between users play a role
What is financial Service ?
I. No physical for-impalpable
II. Many services are intangible from a conceptual view. Like loan application
process customer only to supply all information to process
III. It has fiduciary responsibility, meaning how funds are managed. Like to loanee as
well as depositor.
IV. Complete understanding of business with distinctive attributes.
Marketing of Banking Services
It is aggregate of functions, directed at providing service to satisfy customers needs and
wants more effectively and efficiently than competitors based on objectives of bank
policy. THIS IS ACHIEVED BY MARKETING MIX
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9. 4 P Model
Product Verity,
Quality packaging,
design etc..
Price
Discount
Allowances
Payment Terms
Credit
Place
Delivery Channels
Branches, BC
Promotion
Advertisements
CRM
Activities
Sponsorships
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10. 4 P
Product
Price
Place
Promotion
4 S
Needs Wants
Cost
Affordability
Convenience
Communication
Information
Education 10/13

11. Modern Term
4 A Principle =Accessibility, Affordability,
Acceptability, Awareness
4 P formula focus on means while 4 A formula focus on ends
Total Market value is multiplication of 4 A
Branding
This is name, term sign, symbol, or design or combination of
them intended the goods and services of one bank from
other. A slogan or tagline helps to build identity and image.
Slogan should be within 10 words
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12. Social Media
• Brand Recognisation
• Community of followers
• Repeat Exposure
• Authority
• Influence
• Web Traffic
• Up dated information
• Competitive Advantage
• Big Wins
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