By Arthur Meidan (auth.)
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Additional resources for Bank Marketing Management
To see how and why the customers choose one bank rather than another, or prefer one service to another, we need to reduce consumers' criterion to one or two only. In doing so, we arrive at distinct needs and therefore distinctive market segments. After having made the dedsion to patronise a particular bank, it is also advantageous to understand consumers' post-purchase feelings. 2 The consumer process important because competition is getting more intense and banks must, after having achieved the patronage of customers, retain that patronage.
4, suggesting the overall bank marketing management system. The development of an ' appropriate' market mix implies the reeognition of a target market. It might be suggested that the traditional market for the banks has been eorporate institutions and salaried white-eollar workers. This market has evolved for historical reasons rather than through positive aetion by the banks themselves. With a movement towards the marketing eoneept, the banks appear to have begun to analyse market opportunities and to develop new target markets through market segmentation.
For example, people of lower sodal classes tend to borrow funds for personal use while the upper classes tend to borrow for purposes other than consumption, forexample, company loans, home improvement loans, etc. The attitude of different classes towards credit usage has also been investigated. 3 People of higher education and sodo-economic standing have more favourable attitudes towards credit than others and they tend to use credit cards more often. This is contrary to the belief that people of a lower status employ credit extensively to buy now and pay later.