Marketing of Financial Services: Consumer behaviour in marketing management.

BANKING DIPLOMA EXAMINATION

Banking Diploma Courses in Bangladesh under The Institute of Bankers, Bangladesh (IBB)

  Marketing of Financial Services-JAIBB

A.  Consumer behaviour in marketing management :

1.  Situation analysis :

(a)  Consumer / Market behaviour :

(b)  Internal / Company factors :

(c)  Competitive factors :

2.  Marketing strategy :

(a)  Market segmentation :

(b)  Product differentiation :

(c)  Innovation :

(d)  Achieving greater sales volume to present customers :

(e)  Gaining supply or distribution leverage :

(f)  Diversifying into new market :

3.  Marketing program :

(a)  Product decision :

(b)  Price decision :

(c)  Distribution decision :

(d)  Promotion decision :

B.  Role of consumer behaviour in the design of marketing program,

C.  Consumer research process :

1.  Developing research objectives :

2.  Collection secondary data :

3.  Designing primary research :

(a).  Quantitative research design  :

(i)  Observational research  :

(ii)  Experimental  :

(iii)  Surveys :

(b)  Quantitative research data collection instruments :

(i)  Questionnaire :

(ii)  Attitude scales :

(c).  Qualitative research design and data collection :

(i)  Depth interviews :

(ii)  Focus groups :

(iii)  Projective techniques  :

(iv)  Metaphor analysis  :

(d)  Consumer satisfaction measurement :

(i)  Consumer satisfaction survey :

(ii)  Mystery shopper :

(iii)  Complain analysis :

(e)  Sampling and data collection :

(i)  Sample :

(ii)  Probability sample :

(iii)  Non probability sample :

4.  Data analysis and reporting research findings :