Chapter 2 Information en Version

8/11/2013

Tran Anh Quang - 0907037602 1

1

TRNG H CONG NGHIEP TP.HCM

KHOA QUAN TR KINH DOANH

BAI GIANG

MARKETING

NGAN HANG

NCS.Trn Anh Quang

E : [email protected]

Mob.: 09 07 03 76 02 or 0912 45 0913


Chng 2

Information analysis

Target Customer

Tran Anh Quang - 0907037602

Objectives

MIS

Market Analysis

Segmentation

Target

Positioning

3 Tran Anh Quang - 0907037602 4

Analysis


8/11/2013


Marketing Information System (MIS)

Features of MIS

Master Plan

Coordination

Future Orientation

Computerized Environment

Analyse Quantitative Information

Regular flow of Information


Functions of MIS

Collecting and assembling data

Processing of data

Analysis of data

Storage of data

Discrimination of information


Need of MIS

Complex marketing activity

Knowledge /information explosion

Communication gap

Prompt decision

Non-price competition


Kinds of information needed

Information about market forces Information about the banks market behaviour

Internal information Components of MIS

Internal marketing information Marketing intelligence system Marketing research system

Advantages of MIS


8/11/2013


9

Kinds of Information

- Secondary

- Primary

- Macro Inf

- Micro Inf

- Market Inf


A Simple Model of Consumer Decision Making

Firms Marketing Efforts

1. Product

2. Promotion

3. Price

4. Channels of

distribution

Sociocultural Environment

1. Family

2. Informal sources

3. Other noncommercial

sources

4. Social class

5. Subculture and culture

Need Recognition

Prepurchase Search

Evaluation of

Alternatives

Psychological

Field

1. Motivation

2. Perception

3. Learning

4. Personality

5. Attitudes

Experience

Purchase

1. Trial

2. Repeat

purchase

Postpurchase

Evaluation Output

Process

Input

External Influences

Consumer Decision Making

Postdecision Behavior


Problem

Recognition

Information

search

Purchasing

decision

Postpurchase

behaviour

attitudes

personality motivation

learning perception

External Environment

Individual

Determinants

culture

family

social group social class

subculture

others

Factors influencing consumer behaviour


Marketing of Financial Services

LEGAL

* Banking Regulations & Laws,

Taxation Laws, Foreign Exchange Controls,

POLITICAL Attitude of the Government towards the local banks,

Attitude of the Government towards foreign banks & non-bank financial institutions.

ECONOMIC CONDITIONS

Industry Structure, Gross Domestic Product (GDP), National Rate of Inflation & Money Supply, Foreign Exchange Rates, Interest Rates, and Unemployment Levels.


8/11/2013



SOCIAL & DEMOGRAPHICS

National Birth Rate, Population Size, Age Distribution, Socio-economic Distribution, Geographic Population Distribution, Education/Skill Distribution, Trend in Lifestyle, Public Opinion & Attitudes towards financial services providers, and

Trend in Banking Usage.

TECHNOLOGY

Development in Integrated Technology, Changes in Technological Industry, Levels of Investment Required, and Customers attitudes towards new technology.



COMPETITION

Existing players in the Market, New Entrants penetrating the Market, Pricing of Financial Services/Products, Marketing Style, and Consolidation within the Banks.



COMPETITOR ANALYSIS

Market share, Financial position, Reputation among suppliers and creditors, Composition of the clientele, Menu of product/service range, Strategies for segmentation, key accounts, Pricing, Image & service quality standards & performance, Efficiency of service delivery, Promotion aspects (e.g. spending, timing & reach), Technology used for service delivery, Planning, information & control systems, Ability to attract qualified personnel, Training, morale, union relations, Commitment to research & development, and Plan to diversify within, and/or, outside the industry.



A sound marketing plan should also considers

the impact of internal factors such as:

(a) Employees,

(b) Premises,

(c) Systems, and

(d) Financial resources needed to back the plan.


8/11/2013



Employees

Does the bank have adequate qualified employees to handle the marketing

campaign?

Are the employees fully aware of the marketing plan and their respective

responsibilities?

In the event of a shortage of employees will they be recruited from the banks competitors or given internal training?

Will the employees be given a marketing target to achieve within a specific

period of time?

Who will be responsible for the overall co-ordination?

Will they be remunerated based on performance?



Premises

Where will the marketing campaign be executed Head Office, or Branch Level?

Are the current premise visible or adequate to promote the marketing

campaign?

Will there be any additional cost to be incurred to make the premises more user

friendly and appealing?

How are the premises styled open plan or closed counters?

Are the premises comparable with the banks competitors?



Systems

Are the present systems adequate or robust enough to

handle the marketing campaign?

Are the systems user friendly?

Are the employees fully trained to manage the systems in place?

Can the systems be replicated by the banks competitors?

Who will be responsible to manage the systems?

Can the systems be tempered with?

Is there a contingency plan in place in the event of a system break down?



Financial Resources

Is there a specific budget allocation for the marketing campaign?

Who will be responsible to manage the budget?

Has adequate provisions made to include cost overrun of the campaign?

Does the budget time frame match the marketing campaign period?

Is the marketing campaign costs built into the service costs?


8/11/2013


Service Characteristics

Relative capital intensity, Work out the degree of service differentiation, What is the Value Added? Consider the level and type of risk faced by the bank, Test the relative profitability of the service, What are the potential for cross-selling opportunities?, The impact of shared-cost structures, Rate of service change and innovation, Service integration with other bank services, and Attitude of customers to new services/products.


Environmental Characteristics

Political stance and their impact on the industry,

Impact of new technology and trends,

Impact of social attitudes, and

Economic dynamics and its impact on the industry.


Identify the existing competitors and their market share (to include non-bank financial institutions),

Evaluate the banks market share towards its competitors, Consider the impact of changes of competitors, What is the major trend in the market share?, Evaluate the degree of competitor concentration in the market,

Test for relative service price, cost, and marketing effort, Assess the relative capital intensity, What is the position regarding entry or exit barriers?, Work out the relative employee skills required, Consider the relative resource availability to the bank, and Assess the systems capability, and Evaluate the services life cycle of the industry.


STPD Strategies

Segmentation

Aggregating process A cluster of people

with similar needs.

A Homogeneous group of customer who

will respond to a marketing mix in a similar

way. Targeting

Once the market segment is defined, it has

to decide how many and which one to

target.


8/11/2013


STPD Strategies

Differentiation

Product Differentiation

Service Differentiation

Channel Differentiation

Personnel differentiation

Positioning

Its a perception about your offering in the minds of the consumer.


Documents

Chapter 2 Information en Version