The document discusses marketing strategies within the banking sector, emphasizing concepts such as product research, consumer targeting, and competitive banking. It highlights the importance of tailored services for various market segments and the need for banking professionals to develop skills in communication, consumer psychology, and regulatory compliance. Additionally, it touches on the impact of financial sector reforms and the evolving role of banks in delivering personalized and mass-marketed financial products.

1. Marketing Concepts for a Competitive Era - B.V.Raghunandan, S.V.S College, Bantwal Karnataka Bank Staff Training College, Mangalore. June 20, 2007

2. Marketing Vs Banking Marketing Product Research Target consumers Market Study Flexible Operation Free Operating Atmosphere Banking Professionalism Across Board consumers Customer database Regulated Operations

3. Marketing in Banking Competitive Banking Reduced regulation Independence in Fixing Interest Rates Bancassurance Merchant Banking and Other Financial Services

4. Marketing in Indian Banking Narasimham Committee Report Financial Sector Reforms IT Absorption and Networking Reverse Merger of ICICI into ICICI Bank in 2003 India Emerging as a Financial Services Hub

5. Concepts in Marketing Production Concept Product Concept Selling Concept Marketing Concept Societal Concept

6. Segmentation Strategies Concentrated Marketing: HNI Deposits, NRI Deposits, Corporate Clients Segmented Marketing: Credit Cards, Educational Loans, Automobile Finance, SME Credit, SHG and Micro-Finance Mass Marketing: SB Accounts, Current Accounts, jewel loans and other mass marketed products

7. Salesmanship in Banking Serving Customers at his Doorsteps Impersonal Service for Mass Marketed Products Personal Service for Niche Marketed Products Financial Advisor, Investment Counsellor and Portfolio Manager Developing qualities like resourcefulness, communication, understanding customer psychology……..

8. Product Designing Tailor-made to the Market Custom-made for the Special Customer Regulatory Compliance Avoiding Hidden Charges Turnover Business Strategy

9. HR Training Computer and IT Skills Understanding Consumer Psychology Communicative Skills Quantitative Aptitude Exposure to Competitive Macro and Micro Environment

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