Ebook Financial services marketing Sławomir Smyczek

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Opis treści

This book is organised into nine chapters. The first chapter presents over-view of financial market, with particular emphasis on financial institutions and services. The second chapter focuses on financial service consumers. Chapter 3 discusses differences between consumer segments in respect of their financial services requirements and outlines ways of segmentation financial services consumers. The fourth chapter focuses on marketing policy of financial services. Chapter 5 is presenting role of pricing in financial institutions. Distribution system in financial sector was presented in Chapter 6. Chapter 7 concentrates on communication of financial institutions with market. Chapter 8 presents personnel of financial institutions as marketing instrument. The last chapter discusses implementation marketing activity in financial institutions.

Spis treści ebooka Financial services marketing

INTRODUCTION 9

Chapter 1
MARKETING CONCEPT IN FINANCIAL INSTITUTIONS 13
1. Financial market – institutions, characteristics 13
2. Financial service characteristics and their implications to marketing 16
3. Marketing in financial institutions – notion, evolution, characteristics 19
Discussion questions 25

Chapter 2
CONSUMERS AND THEIR BEHAVIOURS ON FINANCIAL MARKET 26
1. Consumer behaviour – notion, scopes 26
2. Determinants influencing consumer behaviour on financial market 28
3. Decision-making process of consumer on financial market 30
4. Consumer relationship with financial institutions 45
Discussion questions 47

Chapter 3
FINANCIAL MARKET SEGMENTATION 48
1. Market segmentation – notion, scopes 48
2. Bases for segmenting financial services customers 50
3. Techniques of financial market segmentation 54
4. Evaluation and selection financial market segments 55
Discussion questions 59

Chapter 4
FINANCIAL SERVICES AS MARKETING INSTRUMENT 60
1. Financial services – notion, scopes, characteristics 60
2. Development of new financial service 63
3. Management of existing financial services 68
4. Financial service elimination 73
Discussion questions 77

Chapter 5
PRICING IN FINANCIAL INSTITUTIONS 78
1. Price of financial services – definition, characteristics 78
2. Process of financial service pricing 81
3. Price strategies of financial institutions 85
4. Price modification of financial services 87
Discussion questions 89

Chapter 6
MARKETING CONCEPT OF FINANCIAL SERVICE DISTRIBUTION 90
1. Distribution channels in financial sector 91
2. Localisation policy on financial market 96
3. Merchandising in financial institutions 98
Discussion questions 101

Chapter 7
PROMOTION AS MARKETING INSTRUMENT IN FINANCIAL SECTOR 102
1. Promotion as communication process of financial institutions with environment 102
2. Promotion in financial sector – tools and characteristics 106
3. Image creation activity of financial institution 112
Discussion questions 115

Chapter 8
MARKETING CONCEPT OF PERSONNEL IN FINANCIAL INSTITUTION 116
1. Internal marketing – notion and roles in financial institution 116
2. Financial institution’s personnel – classification and characteristics 118
3. Procedure of financial institution’s personnel modelling 121
4. Conditions of successful marketing concept of personnel in financial institution 128
Discussion questions 129

Chapter 9
MARKETING IMPLEMENTATION AND CONTROL IN FINANCIAL INSTITUTION 130
1. Marketing in financial institution structure 130
2. Organisation of marketing department in financial institution 132
3. Control of marketing activity in financial institution 139
Discussion questions 141

REFERENCES 143

LIST OF FIGURES 149

LIST OF TABLES 150