A book of case studies on market research, pre-purchase needs, segmentation strategies, sales promotion, cross selling, USP, Sales forecasting, delivery channels, customer interaction and CRM.
Cover
About the authors
Title Page
Copyright Page
Contents
Preface
Introduction to Case Study Based Learning
Part – I. Case Studies in Customer Behaviour
1. Customer Segmentation – Product Suitability
2. Banking – The Global Scenario
3. Cross Selling in Banking
4. Sales Forecasting
5. Customer Buying Behaviour – Mutual Funds
6. Cultural Segmentation in Banking
7. Global Banking
8. Pre-Purchases Information Search
9. Influence of Reference Groups
10. Female Consumer Buying Behaviour
11. Pockets by ICICI Bank
12. Market Segmentation by Kota Bank
13. Values and Consumption Pattern
14. Dan Bank Facebook Pocket Service
15. Consumer Behaviour of Working Women
16. ADC Bank – Segmenting the Market
17. Customer Attitude in Decision Making
18. Customer Attitude in Banking
The Task
19. Relationship Management in Banking
20. A Case on Women Buying Behaviour
21. Product Innovation
22. Convenience Banking
Key Benefits
23. New Product Development – The Banking Dilemma
24. Product Placement – A Marketing Technique
25. Subliminal Perception – De Beers
26. Balancing Customer Expectation and New Product Development
27. Customer Privacy – Pros and Cons
28. Global Consumer Banking – Excerpts from Ernst and Young
Part – II. Case Studies in Assorted Marketing Topics
1. Marketing to Mass Affluent
Banking Channel Usage by Mass Affluent
2. Co-Branding
Aashirwad Branch Awareness Campaign
Campaign Objective
Tactics
3. Competitive Analysis: The Way to Approach
Laurel Commercial Banking
Gambit Bank
4. The Marketing Approach
Prospective Untapped Markets
Econometric Marketing Tools
Tracking of Past Sales
5. Race to Become PFI for Customers
6. New Product Development
Saving Star had Two Components
7. The Re-Branding Approach
Complimentary Financial Planning
8. Social Media Marketing
Develop an Attractive Content
Engage your Employees
Integrate
Take Advantage of Facebook Advertising
Run Contests
Making Social Media Work
9. It’s Good to be Different
Ganga Bank
Kaveri Bank
10. Improper Positioning
Step 1
Story Finding
Encounter Point Audit
Step 2
Story Telling
Website
Printed Material
Marketing Campaign
Step 3
Proving the Story
11. Marketing Environment & Customer Need
12. Mass Affluent: Opportunity or Challenge
Product Usage
Banking Channel Usage
Opportunity for Banks
How to Approach the Mass Affluent?
13. Customised Product Offering
Banks Response in Modern Market
JP Morgan and Chase Bank-Single Dash Board
Royal Bank of Canada- Single Advisor
Time for Banks to Re-look at the Strategy
14. People’s Bank: Communicating to Target Market
The First Move
Website – A New Look
Print Advertisement
Marketing Campaign
15. Sukhna Bank Digital Marketing
16. Incentive Based Marketing
Prospective Markets
Profiling Neighbourhood
Profiling on the Basis of Demographics
Sales Pursuit
Return on Investment
17. Grand Bank: Marketing of Services
Segmentation
Research on Student Community
Research Outcome
Part – III. Case Studies in Sales and Distribution
1. Jewellery Insurance
2. Planning Customer Interaction & Closing Sales
3. Dhanasudha Loans
Selling Process
4. Sales Promotion: Health Insurance
5. Personal Selling
6. Customer Face Time
7. Kano Model in Sales
8. Chalking Out an Effective Sales Plan
9. Unique Selling Proposition
10. Sales Force Determination
11. Kookmin Loans: The Selling Process
Selling Process
12. Technology Banking
The Success Story
The Road Ahead
13. Effectiveness of Service Channels
Easy Banking
The Rural Challenge
Index
Professor
Comments should not be blank
Rating
Description
A book of case studies on market research, pre-purchase needs, segmentation strategies, sales promotion, cross selling, USP, Sales forecasting, delivery channels, customer interaction and CRM.
Table of contents
Cover
About the authors
Title Page
Copyright Page
Contents
Preface
Introduction to Case Study Based Learning
Part – I. Case Studies in Customer Behaviour
1. Customer Segmentation – Product Suitability
2. Banking – The Global Scenario
3. Cross Selling in Banking
4. Sales Forecasting
5. Customer Buying Behaviour – Mutual Funds
6. Cultural Segmentation in Banking
7. Global Banking
8. Pre-Purchases Information Search
9. Influence of Reference Groups
10. Female Consumer Buying Behaviour
11. Pockets by ICICI Bank
12. Market Segmentation by Kota Bank
13. Values and Consumption Pattern
14. Dan Bank Facebook Pocket Service
15. Consumer Behaviour of Working Women
16. ADC Bank – Segmenting the Market
17. Customer Attitude in Decision Making
18. Customer Attitude in Banking
The Task
19. Relationship Management in Banking
20. A Case on Women Buying Behaviour
21. Product Innovation
22. Convenience Banking
Key Benefits
23. New Product Development – The Banking Dilemma
24. Product Placement – A Marketing Technique
25. Subliminal Perception – De Beers
26. Balancing Customer Expectation and New Product Development
27. Customer Privacy – Pros and Cons
28. Global Consumer Banking – Excerpts from Ernst and Young
Part – II. Case Studies in Assorted Marketing Topics
1. Marketing to Mass Affluent
Banking Channel Usage by Mass Affluent
2. Co-Branding
Aashirwad Branch Awareness Campaign
Campaign Objective
Tactics
3. Competitive Analysis: The Way to Approach
Laurel Commercial Banking
Gambit Bank
4. The Marketing Approach
Prospective Untapped Markets
Econometric Marketing Tools
Tracking of Past Sales
5. Race to Become PFI for Customers
6. New Product Development
Saving Star had Two Components
7. The Re-Branding Approach
Complimentary Financial Planning
8. Social Media Marketing
Develop an Attractive Content
Engage your Employees
Integrate
Take Advantage of Facebook Advertising
Run Contests
Making Social Media Work
9. It’s Good to be Different
Ganga Bank
Kaveri Bank
10. Improper Positioning
Step 1
Story Finding
Encounter Point Audit
Step 2
Story Telling
Website
Printed Material
Marketing Campaign
Step 3
Proving the Story
11. Marketing Environment & Customer Need
12. Mass Affluent: Opportunity or Challenge
Product Usage
Banking Channel Usage
Opportunity for Banks
How to Approach the Mass Affluent?
13. Customised Product Offering
Banks Response in Modern Market
JP Morgan and Chase Bank-Single Dash Board
Royal Bank of Canada- Single Advisor
Time for Banks to Re-look at the Strategy
14. People’s Bank: Communicating to Target Market
The First Move
Website – A New Look
Print Advertisement
Marketing Campaign
15. Sukhna Bank Digital Marketing
16. Incentive Based Marketing
Prospective Markets
Profiling Neighbourhood
Profiling on the Basis of Demographics
Sales Pursuit
Return on Investment
17. Grand Bank: Marketing of Services
Segmentation
Research on Student Community
Research Outcome
Part – III. Case Studies in Sales and Distribution
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