SERVICE MARKETING IN BANKING SECTOR AND RECENT PERCEPTIONS IN MARKETING THOUGHTS OF SERVICES

By

Akash.p
(1pi10mba10)

Author: Prof. Dr. GNAL NCE

Dokuz Eyll University
Faculty of Economics and Business Marketing Departmentr

Presented year : 19 Jan 2005

INTRODUCTION
Marketing approach in banking sector had taken significance after 1950 in western countries and then after 1980 in Turkey

New banking perceptiveness had influenced banks to create new market

Banks had started to perform marketing and planning techniques in banking in order to be able to offer their new services efficiently Marketing scope in banking sector was to be considered under the service marketing framework.

The marketing comprehension that are performed by banks since 1950 can be shown as in following five stages: Promotion oriented marketing comprehension Marketing comprehension based on having close relations for customers Reformist marketing comprehension Marketing comprehension that focused on specializing in certain areas Research, planning and control oriented marketing comprehension

OBJECTIVES
To analyze the perception of individuals towards the banking sector To determine the optimum marketing mix in banking sector To analyze the importance of marketing in banking sector To determine the best alternative promotional tool To analyze the needs of both customer and the banks

RESEARCH METHODOLOGY
o Kind of data: Secondary data
REFERENCES C. Grnroos., Service Management and Marketing Managing the Moments of Truth in Service Competition, Lexington Books, USA, 1990. A. Palmer., Principles of Services Marketing, McGraw Hill Book Company, UK,1994. .[Cemalclar., Pazarlama, A. Yaynlar, Eskiehir, 1995. N. Timur., Banka ve Sigorta Pazarlamas, A. AF. Yaynlar, Eskiehir, 1994. Y. Fidan., Hizmetlerin retim ve Pazarlanmas, Pazarlama Dnyas, Vol. 53, 1995. N. Uray., Banka Hizmetlerinin Datmnda Araclarn Yeri, Pazarlama Dnyas, Vol. 38, 1993.

KEY CONCEPTS PRESENTED

MARKETING MARKETING MIX IN BANKING SECTOR
o Services,
o Price, o Distribution,

PROMOTION,
Internal marketing, Network marketing, Relationship marketing

REASONS STATED BY RESEARCHER

The importance of marketing in banking sector

Change in demographic structure

Intense competition in financial service sector Banks wish for increasing profit:

FINDINGS AND CONCLUSION

Marketing is for establishing, keeping, developing relationship with customers in a manner that profit is got (especially in long term). So, objectives of two relevant sides would be achieved. This would be accomplished by shared promises and carrying out the promises.
Life cycle of a customer relationship is composed of three stages. At the first stage, firms try to be well known and to acquire new customers.

At the second stage, the connection between customer and firm has been achieved.
At the third stage, these promises are accomplished and the service is consumed .

 We could divide service marketing into two parts as Specialist function (marketing mix, marketing researches) Marketing function (buyer seller interactions)
The achievements in communication techniques and e-trade gave rise to many results for marketing practices and perceptions.

criteria for selection of media. Which media the target market prefer Characteristics of service Content of message Cost Situation of rivals