BANKING DIPLOMA EXAMINATION
Banking Diploma Courses in Bangladesh under The Institute of Bankers, Bangladesh (IBB)
Marketing of Financial Services-JAIBB
Introduction to Marketing
Q.1 What is the nature & scope of marketing & why is marketing
important?
Ans.: Nature & Scope of Marketing: Marketing is an ancient art
& is everywhere. Formally or informally, people & organizations engage
in a vast numbers of activities that could be called marketing. Good marketing
has become an increasingly vital ingredient for business success. It is
embedded in everything we do- from the clothes we wear, to the web sites we
click on, to the ads we see.
Marketing deals with identifying
& meeting human & social needs or it can be defined as “meeting needs profitably”.
The American Marketing Association
has defined marketing as “an organizational function & a set of processes
for creating, communicating & delivering value to the customers & for
managing customer’s relations in ways that benefit the organization & the
stake holders.
Or
Marketing management is the art & science of choosing target
markets & getting, keeping & growing customers through creating,
delivering & communicating superior customer value.
Or
“Delivering a higher standard of living”
For a managerial definition,
marketing has been defined as “the art
of selling products” but people are surprised when they hear that the most
important part of marketing is not selling. Selling is only the tip of
marketing iceberg.
Peter Drucker says it this way
that the aim of marketing is to know & understand the customer so well that
the product or service fits him & sells itself. All that should be needed
is to make the product or the service available.
Eg. The success of Indica, the first
indigenously designed car by Tata Motors. Backed by strong customers delight,
the company designed a vehicle with luggage space & legroom & offered
it a price easily available & affordable to middle class.
(2) Gillette launched its March
III razor.
Marketing people are involved in
marketing 10 types of entities: goods services, events, experiences, persons,
places, properties, organizations, information & ideas.
Therefore ideal marketing should
result in a customer who is ready to buy.
Importance of Marketing: Financial success of any organization
depends upon marketing ability of that organization. There should be sufficient
demand for products & services so the company can make profit. Therefore
many companies created chief marketing officer (CMO) position to put marketing
on a more equal footing with other e-level executives.
Marketing is tricky & large
well known business such as Levi’s, Kodak, Xerox etc. had to rethink their
business models, Even Microsoft, Wal-Mart, Nike who are market leaders cannot
relax.
Thus, we can say that making the
right decision is not easy & marketing managers must take major decisions
about the features of the product prices & design of the product, where to
sell products & expenditure on sales & advertising. Good marketing is
no accident but a result of careful planning & execution. Marketing
practices are continuously being refined to increase the chances of success.
But marketing excellence is rare & difficult to achieve & is a never
ending task
Eg. NIRMA – The brand icon of
the young girl has adorned the package of Nirma washing powder. The jingle has
become one of the enduring times in Bangladeshi advertising.
Q.2 What are some fundamental marketing concept?
Ans.: The various fundamental concepts are :-
(1) Exchange Concept : The Exchange concept holds that the exchange
of a product between seller & buyer is the central idea of marketing
Exchange is an important part of marketing, but marketing is a much wider
concept.
(2) Production Concept : The production concept is one of the
oldest concepts in business. It holds that consumers will prefer products that
are widely available & expensive. Manager of production oriented business concentrate
on achieving high production efficiency low cost & mass distribution. Eg.
Haier in China take advantage of the country’s huge inexpensive labor pool to
dominate the market, to manufacture PC & domestic appliances.
(3) Product Concept : This concept holds that consumers will prefer
those products that are high in quality, performance or innovative features.
Managers in these organization
focus on making superior products & improving them. Sometimes, this concept
leads to marketing myopia, Marketing myopia is a short sightedness about
business. Excessive attention to production or the product or selling aspects
at the cost of customer & his actual needs creates this myopia.
(4) Selling Concepts : This concept focuses on aggressively
promoting & pushing its products, it cannot expect its products to get
picked up automatically by the customer. The purpose is basically to sell more
stuff to more people, in order to make more profits. Eg. Coca Cola
(5) Marketing Concept : The marketing concept emerged in the mid
1950’s. The business generally shifted from a product – centered, make &
sell philosophy, to a customer centered, sense & respond philosophy. The
job is not to find the right customers for your product, but to find right products
for your customers. The marketing concept holds that the key to achieving
organizational goals consist of the company being more effective than
competitors in creating, delivering & communicating superior customers
value. This concept puts the customers at both the beginning & the end of
the business cycle. Every department & every worker should think customer
& act customer.
Distinguishing Features of the Marketing Concept :
(i) Consumer Orientation : The purpose of any business is to create
a customer. It is the customer who determines what a business is-
(ii) Integrated Management with Marketing as the Fulcrum : Integrated
management means that all the different functions of a business must be tightly
integrated with one another. This is essential because every function has a
bearing on the consumers & the aim is to see that all the functions make a
favourable impact on the consumer.
(iii) Consumers Satisfaction : The marketing concept emphasizes
that it is not enough if a firm has consumer orientation, it is essential that with
such an orientation, it should lead to consumer satisfaction.
(iv) Realization of all Organizational Goals, Including Profits :
The firm should not forget its own interests. It treats consumer satisfaction
as the pathway to the attainment of goals of the organization.
In short the
marketing concept essentially represents a shift in orientation.
From production orientation to
marketing orientation.
From product orientation to
customers orientation.
From supply orientation to demand
orientation.
From sales orientation to satisfaction
orientation
From internal orientation to external
orientation.
(6) Social Marketing Concept : This concept holds understanding
broader concerns & the ethical, environmental & legal & social
context of marketing activities & programs. The cause & effects of
marketing extend beyond the company & the consumes to society as a whole.
Social responsibility also requires that marketers carefully consider the role
that they are playing & could play in terms of social welfare.
(7) Holistic Marketing Concept : This concept is based on the development,
design & implementation of marketing programs, processes & activities that
recognizes their breadth. Holistic concept realizes that “everything matters”
with marketing.
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