Marketing of Banking Services
     • The concept of marketing of banking services 
       is  of  recent  origin.  It  is  only  during  1950s 
       banks came to accept the marketing concept 
       for bank services. 
     • Bank marketing is the aggregate of functions 
       directed  at  providing  services  to  satisfy 
       customers’  financial  needs  and  wants  more 
       efficiently and effectively than the competitors 
       in    consonance  with  the  organisational 
       objectives.
                       Bank Marketing Objectives
      •  In this stage it is fruitful to have a discussion on the objectives 
         of Bank
      •  Marketing. The basic objectives of marketing are applicable in 
         the case of bank marketing also. They are:
      •  • Maximising the profitability
      •  • Providing high return to investors
      •  • Development of an image and reputation and
      •  • Developing new products to meet emerging customer 
         requirements.
   Some specific objectives of bank marketing 
   are:
   • increase in deposits
   • increase in loans
   • diversification of products and
   • directing customers to specific products
       Roadmap to achieve marketing objectives in 
                         banking sectors
     1.  analysis  of  the  customer  behaviour,  attitudes  and 
       market segmentation.
     2.  market research to collect, investigate analyse and 
       interpret    customers’      attitudes    and     market 
       developments  to  contribute  to  the  maximum 
       attainment of objectives.
      3. development of new products and/or services
      4. advertising, publicity and promotion
      
  5 . pricing
   6. defining strategies, administering and 
   controlling the marketing programme
   7. forecasting changing customer profiles and 
   consequent product changes.