Acknowledgments... iii. Part 1: Marketing in Banking... 1

Transcription

1 CONTENTS Acknowledgments... iii Part 1: Marketing in Banking... 1 Introduction... 1 Objectives... 1 Chapter 1: The Structure and Function of Marketing... 3 What is Marketing?... 3 Key Elements of the Definition... 4 The Marketing Concept... 6 Evolution of the Marketing Concept... 9 Stages in the Adoption of the Marketing Concept How Business Strategic Planning and Marketing Planning Differ and Work Together Structure of Marketing Organizing the Bank for Marketing The Centralized Marketing Department The Location of Marketing within the Bank The Relationship of Marketing to Other Departments Notes Chapter 2: Managing the Bank The Business of Banking Asset Liability Management Reading and Understanding the Balance Sheet The Banking Environment Use of Federal Logos Compliance Competitive Environment Changing Buying Behaviors Chapter 3: Bank Product and Service Solutions Retail, Business and Trust Services v

2 Banks Offer Financial Solutions Part 2: Marketing Planning Introduction Objectives Chapter 4: The Marketing Planning Process Prerequisites for Planning Extended Planning Horizon The Importance of Marketing Planning Conditions Impacting Marketing Performance Motivation and Consumer Behavior Using Research to Know Your Market Macroenvironment Market Information The Microenvironment Notes Chapter 5: Preparing a Situation Analysis Situation Analysis Activities Where are We Now? Analysis of Macroenvironmental Factors Analysis of Microenvironmental Factors SWOT Analysis of Strengths, Weaknesses, Opportunities, and Threats Chapter 6: Conducting Research Improve Planning Decisions Using Research Definition of Marketing Research Using Marketing Research to Understand the Market The Marketing Research Process When and Why Results Are Used Marketing Information Systems CRM Systems Notes Chapter 7: Foundation, Focus and Branding Clarifying Corporate Direction Market Focus Product Focus vi

3 Setting Marketing Objectives and Goals Notes Chapter 8: Strategies and Implementation Strategies Support the Marketing Mix Developing Effective Strategies Segmentation and Target Market Selection Analysis Paralysis Segmentation Strategies Business Market Segments Target Market Selection Lifecycle and Generational Segmentation Strategy and Tactics Marketing Budget The Bank s Size and Scope Advertising s Share of the Marketing Budget How Advertising Dollars Are Spent Notes Part 3: Marketing Management Introduction Objectives Chapter 9: Preparing to Manage Marketing What Is Management? The Task of Marketing Management Notes Chapter 10: Brand Management Introduction What is a Brand? What is Branding? The Value of Brand Historical Challenges to Bank Brands Brand Management Process Discover the Brand Define the Brand vii

4 Deliver the Brand Develop the Brand Brand Longevity and Management Recommended Reading List for Brand Management Appendix A Brand Planning and Development Surveys and Questionnaires Chapter 11: Advertising and Promotion Communications Promotion in the Marketing Mix Product or Service Impact on Promotion Promotional Campaigns The Communication Goal Advertising Notes Chapter 12: Digital and Content Marketing Digital Marketing Digital Strategy and Content Marketing Optimizing Content Opportunities Social Media Social Media Fan Acquisition Social Media Fan Retention Social Advertising Social Selling Managing Social Media Efforts Social Media Risk Assessment Search Marketing Marketing Measuring Digital Performance Notes Chapter 13: Public Relations Managing Public Relations and Corporate Communications Community Relations Public Relations Responsibilities Benefits of the Broader Perspective of Public Relations Notes viii

5 Chapter 14: Direct Marketing and Data Management Combining Data and Marketing Activities Customer Information Management Competitive Products and Offers Effective Direct Communications Notes Chapter 15: Product Development and Management The Importance of the Product What is a Product? Product Item, Product Line, and Product Mix New Product Development Product Strategies Product Life Cycle Strategies Package (Systems) Selling Product Management Marketing (Distribution and Delivery) Channels Product Pricing Notes Chapter 16: Customer Experience Management Experience Based Marketing Define the Desired Experience Examine the Customer Journey Ensuring Loyalty and Not Just Satisfaction Notes Chapter 17: Marketing Staff and Project Management Department Management Skills Notes Chapter 18: Marketing Performance Assessment and Measurement Evaluating Marketing Performance Methods of Evaluation Important Calculations Using ROI for Campaign or Sales Planning Using ROI and ROMI to Define and Refine Your Planning and Execution Notes ix

6 Afterword Glossary Index x