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Marketing Financial Services Book 1 Marketing Financial Services Book 1 Marketing Financial Services Book 1 Edition 4 July 2006 Marketing Financial Services Book 1 Published by The Chartered Institute of Bankers in Scotland Drumsheugh House 38b Drumsheugh Gardens Edinburgh EH3 7SW Ed 3 written by Dr Alan Wilson, University of Strathclyde This edition revised and amended by Alan G Swankie FCIBS and Colin Watson BA, FCIBS Editing and typesetting by Keystone Business Associates, Glasgow Printing by Ritchie (UK) Ltd, Kilmarnock The Chartered Institute of Bankers in Scotland has taken all reasonable measures to ensure the accuracy of the information contained in this book and cannot accept responsibility or liability for errors or omissions from any information given or for any consequences arising. © The Chartered Institute of Bankers in Scotland, July 2006 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means – electronic, electrostatic, magnetic tape, mechanical, photocopying, recording or otherwise, without permission in writing from The Chartered Institute of Bankers in Scotland. Marketing Financial Services Book 1 Marketing Financial Services 1 The Role of Marketing 5 Introduction 6 The role of marketing 7 The marketing environment 8 Marketing mix decisions 9 Further features of marketing 10 The development of marketing 13 The evolution of marketing in the financial services sector 14 The marketing concept 17 Loyalty and relationship marketing 18 Marketing mismanagement 20 What does marketing involve? 23 Marketing financial services 35 Marketing model 37 What is the marketing environment? 38 The microenvironment 39 The macroenvironment 44 Review 57 2 The Customer 61 Introduction 62 Consumer buying behaviour 63 The consumer buying decision process 67 Influences on behaviour 72 Evaluating the customer experience 79 Organisational buying behaviour 81 The buying process 85 Influences on organisational buying 87 Segmentation and target marketing 88 Market segmentation 93 Bases for market segmentation 96 Consumer responses 108 Segmentation for the corporate sector 109 Target marketing 115 Segmentation strategies 117 Review 123 Marketing Financial Services Book 1 3 Managing Marketing 131 Introduction 132 Marketing information 132 The market research process 138 The marketing planning process 147 Corporate plans -v- marketing plans 148 The marketing planning cycle 150 The marketing plan 150 The branch/business centre planning process 151 Development/revision of marketing objectives 151 Revision or formulation of marketing strategy 153 Development or revision of the plan for implementation or control 153 Implementation of the marketing plan 154 Review 155 4 Market Research 159 Introduction 160 Marketing information systems 162 Different types of market research 164 The importance of market research 166 Research methodology 167 Motivational research techniques 174 Decision making 175 Review 176 Answers to Question times 179 Glossary 183 References 187 The Role of Marketing 5 1 The Role of Marketing Objectives By the end of this chapter, you should be able to: • Explain and describe the concept and the practice of marketing. • Outline the nature and evolution of marketing in the financial services sector. • Differentiate between the marketing of products and the marketing of (financial) services. • Explain how an organisation markets its products or services. • Outline the major elements of the environments which influence the marketing activities of financial services organisations. 6 Marketing Financial Services Book 1 Introduction What is your perception of marketing? Is it a key component of selling? Is it advertising? Is it public relations? Quick question Write your own definition of marketing. Write your answer here before reading on. While marketing embraces selling, advertising and public relations, its total sphere is much broader, representing an overall business philosophy. Let’s examine three definitions: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.“ Constitution of the Chartered Institute of Marketing (2003) “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.” Constitution of the American Marketing Association (2003) “Getting the right goods, to the right people, in the right place, at the right time, at the right price, with the right level of communication profitability.” Chartered Institute of Marketing (UK) The first definition provides a concise summary of the aim of marketing. The second more clearly defines the tools through which marketing realises its objectives, while the third covers the key elements of marketing. The aim of marketing is to identify target markets and develop products and services that will meet the needs of consumers in these markets both now and in the future. If an organisation is serious about its marketing, then it will strive to understand the needs of its current and future customers, as well as having a sound understanding of what its rival organisations are offering the market. To be successful, the organisation needs to understand how its market operates, and the organisation will integrate its operational activities around the conditions in the market. The Role of Marketing 7 The role of marketing You can now see that marketing is about a lot more than designing press and television advertisements! The marketing function calls for an analysis of present market conditions and the devising of a strategy that will meet the needs of the market as the organisation moves forward. Marketing is very closely aligned to the success of any business, whether that is an international financial services organisation or a corner shop. To survive and grow (or, in these fast changing times, even to stand still) an organisation has to be able to satisfy the needs and wants of its customers. If this is achieved, these customers will not only come back for more products and services, but will also recommend the products and services to other potential customers. Quick question What factors must these products and services have if they are to satisfy the customer’s needs? Write your answer here before reading on. To satisfy the customer’s needs, there must be an acceptable level of quality, reliability and service – both at the time of sale and after the sale. In addition, the offering must be made at the right price and must be available in the right locations. Even if all of these factors are present, the organisation must let the potential customers know about the offerings – in other words, what the business has to offer the market must be communicated to potential customers, both cost effectively and in terms that these likely customers can understand. If all this is to be delivered to the market, the organisation must know what customers need and want – both now and in the future. The organisation must also be aware of the trends in the market and of developments that are likely to affect the business itself and the needs of the customers. In other words, the business must have a clear understanding of the marketing environment. Quick question What factors do you think comprise the marketing environment? Write your answer here before reading on. 8 Marketing Financial Services Book 1 The marketing environment Included in the factors that make up the marketing environment are: • social trends • technological factors • economic trends • legal, regulatory and political factors. Once the organisation has an understanding of the customer and the environment within which it operates, it is then in a position to develop a marketing strategy. Even a large multinational financial services organisation will not necessarily choose to offer products and services to everyone. Instead its strategy will focus on the target areas – or segments – which its analysis will have determined are the most attractive to that organisation. We will look at the concept of segmentation later in Book 1. However, the organisation is not operating in a vacuum. Unless it is in the unlikely position of operating in a monopoly situation, it will need to compete for business with rival organisations. It may be that the customer can obtain a similar product or service from a rival organisation; for example, a customer may choose to buy a money transmission account from your company or the rival next door. Alternatively, the customer may choose a different solution altogether; for example, instead of commissioning a mural for the nursery in their home, the customer may opt to have a high quality decorating job carried out by a firm of painters and decorators. Once the organisation has chosen what segments it will make its offerings to, the decision must be made as to how to deliver to the market in a way that gives the organisation an advantage over its rivals. Then, when this strategy has been developed, the business must make marketing mix decisions. If you look on the strategy as the long term marketing goal(s) of the organisation, the marketing mix decisions are the tactical choices that the business must make in order to deliver this strategy. Quick question What factors do you think would come into the marketing mix decisions? Write your answer here before reading on. The Role of Marketing 9 Marketing mix decisions While we will examine the marketing mix in much
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