Marketing Strategy and the Marketing Mix

BANKING DIPLOMA EXAMINATION

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

Marketing of Financial Services -JAIBB

Marketing Strategy and the Marketing Mix:

Customer-Driven Marketing Strategy

Market segmentation is the division of a market into distinct groups of buyers who have distinct
needs, characteristics, or behavior and who might require separate products or marketing mixes

Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts

Customer-Centered Marketing Strategy

Market targeting is the process of evaluating each market segment�s attractiveness and selecting one or more segments to enter

Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer

Developing an Integrated Marketing Mix

Marketing mix is the set of controllable tactical marketing tools�product, price, place, and promotion�that the firm blends to produce the response it wants in the target market