10may caiib marketing
TRANSCRIPT
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MARKETING
MANAGEMENT
Dr. Onkar NathChief, Information Security,
Central Bank of IndiaCISSP(USA), CISA(USA), CISM(USA), IDLA(USA)
CAIIB(India), Ph.D.(P.U, India), Ph.D. (AMSE, France),
M.Sc.(Maths.), MBA (HR), PGDCM,
FRAS(UK), FAMSE(France), FWAI(India)
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MARKETING CONCEPT
A situation where buyers and sellers of a
commodity interact.
Coming together of buyers and sellers of the
same or similar commodities
MARKETING
Marketing is the process of determiningconsumer demand for a product or service,motivating its sale and distributing it into ultimateconsumption at a profit
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EVOLUTION OF MODERN MARKETING
Barter System
Industrial revolution
Digital revolutionCustomer and market driven
Wants of customers
CRM
Customer SatisfactionNothing is worthwhile unless it touches the
customer
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The Core Concepts of Marketing
Needs, wants and demandsProducts (Goods, Services, and Ideas)
Value, Cost and Satisfaction
Exchange and transactions
Relationship and Networks
Marketers and Prospects
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MARKETING MANAGEMENTA process of planning and executing the conception,pricing , promotion and distribution of goods and
services and ides to create exchanges with targetgroups that satisfy customer and organizationalobjectives.
Processes involved
Analysis, planning, implementation, and control;
Covers goods, services, and Ideas;Rests on the notion of exchange; and
Goal is to produce satisfaction for the partiesinvolved
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Company Orientation towards theMarketplace (Marketing Concepts)
Production Concepts/Orientation
Product Concept/Orientation
Selling Concept/Orientation
Marketing Concept/Orientation Societal Marketing Concept
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SERVICE
A service is any act or performance that one party canoffer to another that is essentially intangible and does
not result in the ownership of anything. Its production
may or may not be tied to physical product.
CHARACTERISTICS OF SERVICESIntangibilityInseparabilityHeterogeneity
Perishability
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S.No. Physical Goods Services
1. Tangible Intangible
2. Homogeneous Heterogeneous3. Product and distribution
separated from
consumption
Production, distribution
and consumption re
simultaneous process
4. A thing A activity5. Core value produced in
factory
Core value produced in
buyer-seller interaction
6. Customers do not
participate in the
production process
Customers participate in
production
7. Can be kept in stock Cannot be kept in stock
8. Transfer of ownership No transfer of ownership
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Marketing Planning
Macro- and Macro-Factors influencing the market for anorganization's goods and services
Controllable Marketing Variables and the Macro-Environment
Demographic Factors
SKIPPIES : School Kids with Income and PurchasingPower
MOBYS : Mother Older, Baby Younger
DINKS : Dual Income No Kids
DEWKS : Dual Earners With Kind
PUPPIES : Poor Urban Professionals
WOOFS : Well-Off Older Folks
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Economic FactorsNatural Factors
Technological factors
Political and Legal factorsSocial and Cultural Factors
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Proximate Macro-Environment
Competitive Environment
Supplier Environment
Distributive Environment
Scanning and Adaptive to the Environment
Intra-Firm (Micro) Environment
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Applicability to Banking
The competition environment in banking
Retail Banking
Technology impact on product/service scenario
The changes in distribution plans
The outsourcing or contracting out of non-corebank services
PrivatizationGlobalization
Corporate banking
Insurance
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Meaning and importance of planning in
marketingTraditional planning
Difference between a marketing plan and acompanys corporate plan
Market-oriented strategic planning
Difference between marketing plan andmarketing planning process
Marketing planning (process)
Marketing plan
Annual-plan control
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Banking regulation and its impact on
marketing strategiesBank rate
Open market operations
Current scenario
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Consumer behaviour
Consumer behaviour : A directional Force
The complexity of consumer BuyingDecisions
Needs and Motives
Physiological needs
Safety needs
Social needs
Esteem needs
Self-actualization
Individual Perception
Selective perception
Theory of cognitive dissonance
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Learning and Habit developmentHabit-breaking
Habit-acquisition
Habit-reinforcementBehaviour Models for Analyzing BuyersThe Marshallian Economic Model
The individual buyer seeks to spend his income on
those goods that will deliver the most utility or valueaccording to his tastes and relative prices.
The Pavlovian Learning Model
Learning was largely an associative process and a
large component of behaviour was conditioned that
way.
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Behaviour Models for Analyzing Buyers
(Contd..)The Freudian psychoanalytic Model
Motivational wellsprings are not obvious to the casualobserver nor deeply understood by the individual
himself
The Veblenian Social Psychological Model
CultureSub-cultures
Social Class
Reference Groups
Face-to-Face Groups
Parent
Hobbesian Organizational Factors Model
How organizational buyers make their decisions
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Swinging singles to solitary survivors
Family buying roles
Initiator
Influencer
Decider
Purchaser
User
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Factors Influencing ConsumerBehaviour in Banking
Location
Safety
Returns
Customer Service
Range of Services
Easy Documentation and well-definedEligibility Criteria
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The art of customer service as applied to banking
Building customer satisfaction through quality,
service, and valueCustomer Value satisfaction
Defining service quality
Managing Quality
Delivering Customer Value and Satisfaction:Moments of Truth
Well-conceived strategy for service
Customer-oriented front-line people
Customer-friendly systems
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The Triangle Of ServiceCustomer-service strategy connection
customer-people organization connection
Customer-system connection
Systems-people; Strategy-systems; Strategy-
people Connections
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Customer Relationship in Services MarketingGiving Promises: The traditional or External Marketing
Fulfilling Promises: Internal and Interactive Marketing
Customer Care
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Consumer and Market Segmentation
Criteria for market segmentation
Meaningful
MeasurableUseful and reachable
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Consumer and Market SegmentationMass Markets and Segmentation
Types of Consumer Segments: Traditional and Modern
Characteristics of segments : demographic, geographic,psychographics, behaviouristic and volume
Benefits and Disadvantages of Market Segmentation
Alternative Strategies: undifferentiated anddifferentiated
Evaluation
Marketing Segmentation Strategy: Techniques
Application of Segmentation of Banking Services
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Marketing Research
Marketing research is research all about themarket: its size, composition, structure and so on
Marketing Research Process
Types of data Primary and Secondary data
Quantitative and Qualitative ResearchMethodologies
Time and cost constraints
The major uses of Marketing Research
Marketing Information System
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Marketing MixMarketing of financial services
Bank marketing
Service marketing mixCurrent development
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Competitor AnalysisGap Psychiatry A structural Methodology
Build a strategic planning knowledge base
Creating a sustainable advantageSpeeds as Strategy
Competitive Strategies
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Product Strategy
Nature of product
Product and service
Elements of Product Mix
Product Life Cycle and Product Strategies
Product Analysis
New Product DevelopmentBranding and Marketing
Role of Brand in Bank Marketing
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The Concept of Product/Service DeliveryProcess Cycle in Product Development
Packaging and Delivery
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Pricing Strategy and its Application in
BankingPricing for Profitability
Elasticity of demand
Pricing Methods/Strategies
Pricing Decisions
Pricing Concept in Banking
Pricing Review and Committees
Concept of Service Fees
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Bank Distribution StrategiesDistribution of Financial Services
Barriers
Channels of Distribution for Banks
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Promotion Strategy
Communication Process
Goals of Communication
Advertising and Sales Promotion
Sales Promotion
Publicity
Internal CommunicationMarketing Information System (MIS)
Moments of Truth: Customer Care
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Sales Training and HRD in Marketing
Proper Attitude Orientation of Staff
Selling Skills Required
Need and Importance of Sales Training
Sales Training and Strategy
Selling process
Impact of Training as HRD Intervention in Marketing
Direct Sales Force
Importance of Quality Service
Public Relation and Institution Image
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? ueries
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