Chapter15: Retailing, Direct Marketing, And Wholesaling
Section: Chapter Questions
Problem 5DYMP
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Question
You are the newly appointed marketing manager for First Choice Bank Limited, a local financial institution that offers a wide range of
financial services. Growth of the Bank’s 4C’s branded Credit Card portfolio have been declining for quite some time and recent
exploratory research conducted by the company suggests that your 4C’s brand is no longer price competitive. From your study of
marketing, you think that a reconsideration of the market segmentation used previously to better understand the target consumer might
be the key to this dilemma.
what is the target market ?
what is the goal ?
what will be your commnication strategy
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