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What are the consequences in terms of marketing strategies for Banks?

Dissertation : What are the consequences in terms of marketing strategies for Banks?. Recherche parmi 240 000+ dissertations

Par   •  24 Mars 2013  •  Dissertation  •  302 Mots (2 Pages)  •  327 Vues

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What are the consequences in terms of marketing strategies for Banks?

In the first question we have seen the differences in the financial service consumption patterns between men and women.

So as to attract both types of customers, most of the banks are currently segmenting the market between men and women to better target their needs.

A lot of market places that were mostly for the men (cars, computers, multimedia..) are now starting to interest women.

It explains why banks are changing their marketing strategies to catch women customers.

We all know that women like the packaging of the product, how is it presented, sometimes more than its real characteristics. So the banks' strategies are to focus

on the way the product is provided to the client.

One of the others marketing strategies is developing financial advices: the advisor must establish a high quality level of confidence with the customer so as to get its loyalty

Last but not least, an other opportunity in terms of marketing strategies is the cross-checking segmentation between gender and social classes.

They propose financial services for high revenues but also middle-class women.

The proportion of wealthy women is more and more important and targeting this type of customer becomes very interesting.

A lot of market places that were mostly for the men (cars, computers, multimedia..) are now starting to interest women

Women like the packaging of the product, how is it presented, sometimes more than its real characteristics. So the banks' strategies are to focus

on the way the product is provided to the client.

Developing financial advices: the advisor must establish a high quality level of confidence with the customer so as to get its loyalty

Other opportunity in terms of marketing strategies is the cross-checking segmentation between gender and social classes => proposing financial services for high revenues but also middle-class women

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