c1_intro_services_vs_products
TRANSCRIPT
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BANKMARKETING
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Sr
HELLOmy name is
Sergiu
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Mon
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APRIL
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29 30 1 2 3 4 5
MAY
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THE PLAN
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March 27th
Lecture 0 MARKETING AND BANKING
Lecture 1 SERVICES VS. PRODUCTS
April 10thLecture 2 QUALITY OF SERVICES
Lecture 3 KNOWING YOUR CUSTOMER
April 24thLecture 4 SEGMENTATION
Lecture 5 UNDERSTANDING COMPETITORS
May 8thLecture 6 BANK SERVICES, INNOVATION AND
PRICING
Lecture 7 MARKETING CHANNELS
May 22nd Lecture 8 COMMUNICATION FOR BANKS
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NOTHINGI WILL TELL YOU
ISUNIVERSALLY
TRUE
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IF IT SOUNDS WRONG,
ASK
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MARKETINGAND
BANKING
LECTURE 0
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WHAT DO WE THINK ABOUT WHEN WE THINK
ABOUT
MARKETING
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YOU AREWHAT YOUR CUSTOMER THINKS YOU ARE
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WHAT DO PEOPLE THINK ABOUT FINANCE AND BANKING?
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WHERE DOES MARKETING FIT IN FOR A BANK?
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SERVICESVS.
PRODUCTS
LECTURE 1
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IMPORTANCE
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Uni
ted
Stat
es
Chi
na
Japa
n
Indi
a
Ger
man
y
Rus
sia
Uni
ted
King
dom
Bra
zil
Fra
nce
Ital
y
agriculture industry services
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6%
31%
64%
agriculture industry services
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CHARACTERISTICS
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The McDonald’s website
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The Citibank website
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NOTHING TO TOUCH?
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INTANGIBILITY
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Services cannot be inventoried
Services cannot be patented
Services cannot be readily displayed or communicated
Pricing is difficult
CONSEQUENCES
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PRODUCTION AND CONSUMPTION ARE
SIMULTAENOUS.
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INSEPARABILITY
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Customers participate in and affect the transaction
Customers affect each other
Employees affect the service outcome
Decentralization may be essential
Mass production is difficult
CONSEQUENCES
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QUALITY CAN VARY DRASTICALLY.
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HETEROGENEITY
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Service delivery and customer satisfaction depend on employee
actions
Service quality depends on many uncontrollable factors
There is no sure knowledge that the service delivered matches what was
planned and promoted
CONSEQUENCES
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PERISHABILITY
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It is difficult to synchronize supply and demand
Services cannot be returned and resold
CONSEQUENCES
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INTANGIBILITY
INSEPARABILITY
HETEROGENEITY
PERISHABILITY