Marketing
Marketing
20th Edition
ISBN: 9780357033791
Author: Pride, William M
Publisher: South Western Educational Publishing
Question
Book Icon
Chapter 6.2, Problem 2C
Summary Introduction

Case summary:

Bank U is a financial holding company. It operations are personal banking and lending, wealth management and business banking and lending. It has formulated a separate marketing mix to meet the needs of each target market customers.

Bank U designed a strategy of human-digital to meet the targeted customer needs and preferences they realized that most of the customers are doing their banking operations without going to a bank.

Later on, Bank U launched one application called Best Financial Friend through this any participate can text or video chat with the bank employee and completing all kinds of banking transactions except withdrawals.

This application allows the bankers to access customer accounts and analyses, summarizes the previous interactions. This provides circumstances based banking which helps to know events that are connected to consumer’s life.

The result of implementing of these strategy, Bank U restructuring its stores and to enable its employees to serve customers through application and in person. 

To discuss: Categories of variables used by Bank U while segmenting the markets based on business and customers and the additional variables that help the bank in defining suitable segments for market attention.

Blurred answer
Students have asked these similar questions
How can service marketing add value in Fast-Moving Consumer Goods (FMCGs)? Use practical examples in Malawi Business cases.
Using Malawi University of Business and Applied Sciences -Open Distance Education and Learning arrangements (MUBAS-ODEL), discuss the challenges of services marketing and how the marketing department of MUBAS can solve them to enhance customer value. Provide relevant examples
How can service marketing add value in FMCGs? Use practical examples in Malawi Business cases.
Knowledge Booster
Background pattern image
Similar questions
SEE MORE QUESTIONS
Recommended textbooks for you
Text book image
Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing
Text book image
MARKETING 2018
Marketing
ISBN:9780357033753
Author:Pride
Publisher:CENGAGE L
Text book image
Principles of Management
Management
ISBN:9780998625768
Author:OpenStax
Publisher:OpenStax College
Text book image
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Text book image
Foundations of Business - Standalone book (MindTa...
Marketing
ISBN:9781285193946
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Text book image
Purchasing and Supply Chain Management
Operations Management
ISBN:9781285869681
Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
Publisher:Cengage Learning