 |
| The development stages of the emergence of bank marketing |
The origins and evolution bank marketing
Before the mid-fifties of the last century were not banks interested in marketing did not understand the management, but little about him as Taara only concerns superficial, as adopted by banks policies of the province and were advancing traditional services necessary required by the customer, and did not need to market their services limited, such as: current accounts and accounts savings and lending services, and its buildings were like Greek temples that fascinates clients design and suggest to them the importance of banks and their strength and this is what reflects the image before the era of banks
First: the emergence of bank marketing
It appeared bank marketing for the first time in Banks USA, then in France and is due to appear to the period (1966/1967) was not known sophisticated real only in the period (1973/1974) came to meet the needs of financial institutions for the functions, where exceeded bank marketing classic, banks have increased interest in recent decades marketing for several reasons, such as increased bank officials convinced of the importance of the marketing function and the role they can play this functionality in achieving the objectives of the bank in terms of continuity and stability and growth
Second: the evolution of the concept of bank marketing
The concept of bank marketing has gone through several important stages up to what it is at the moment, and a section of these stages to five basic stages passed through practice marketing in the bank, while the view of many writers and researchers additional stage sixth where dubbed stage the social concept of marketing and Sntaol this The following stages:
1 - promotion stage
, and thus were not needed to develop any knowledge of marketing in order to sell their services, and in line with the traditional image in the minds of the people at that time, it was not that construction and building banks to look safe and immune and influential.
In the early sixties, this phase began banks attention to marketing, and departed the marketing concept at this stage, to the concept of advertising and public relations together by doing promotional activities of advertising and promotion services in order to attract new customers or maintain existing customers
During this stage, the bank has established special organizational units or change the name of the marketing departments of public relations to marketing departments, however, the marketing activity was limited to carrying out promotional activities
2 - the stage of personal attention to customers
Began this stage from the beginning convinced banks of the futility of promotional activity unless it is accompanied by a change in how they are treated the bank to its customers, and began to focus on the customer as the main focus of the banking business, at this stage focused marketing concept on the need to provide a friendly atmosphere while dealing with customers
3 - stage innovation
This journey began at the end of the sixties, where the concept was based on the development of banking marketing innovation of new banking services, after it became clear that the stereotypes in the activity of banks stands a stumbling block to meet the needs of the growing renewable.
I have witnessed this stage the banks intensive marketing studies of customer behavior outcome was the development of the banks of many of its services and offer new services, such as: automated teller services, credit cards and dealing with the bank over the phone
4 - stage focus on Mohammed segment of the market
This stage prevailed in the seventies, and the morphological marketing rely on trying to find a privileged position of the bank in the market, the need arose for a competitive advantage. In response, many banks tended to re-think its marketing philosophy. Instead of directing efforts to all segments of the market began a new direction in marketing the shape represented in the banking market segmentation to sectors and Ahttiar of the market sector or sectors that can be served by Bank high enough
5 - the stage of marketing systems
With the increasing interest in bank marketing on the grounds that a key factor in achieving stability and growth under changing environmental conditions in which they operate banks entered the bank marketing phase of the exercise of the marketing activity within the framework of systems, specialized and integrated based on analysis and planning of scientific and conscious From this point began to interest banks to prepare and develop systems marketing research and marketing information systems and strengthen marketing communications.
Also began to banks' interest in developing systems planning and preparation of a variety of marketing plans (short and medium term) for all areas of banking activity as well as the development of systems and methods of control over the achievement of its objectives and in the manner required
At this stage the attention of banks began to take the principles and elements of the modern concept of marketing
6 - the stage of the social concept of marketing represent this stage the events of the early stages in the development of marketing banking where she was a natural result of the growth of the movement of consumer protection and other social movements where this concept is the need to taken it public interest of the community as well as the interest of the client an individual or institution (finance business projects - emphasize the importance of Help clients)
Before the mid-fifties of the last century were not banks interested in marketing did not understand the management, but little about him as Taara only concerns superficial, as adopted by banks policies of the province and were advancing traditional services necessary required by the customer, and did not need to market their services limited, such as: current accounts and accounts savings and lending services, and its buildings were like Greek temples that fascinates clients design and suggest to them the importance of banks and their strength and this is what reflects the image before the era of banks
First: the emergence of bank marketing
It appeared bank marketing for the first time in Banks USA, then in France and is due to appear to the period (1966/1967) was not known sophisticated real only in the period (1973/1974) came to meet the needs of financial institutions for the functions, where exceeded bank marketing classic, banks have increased interest in recent decades marketing for several reasons, such as increased bank officials convinced of the importance of the marketing function and the role they can play this functionality in achieving the objectives of the bank in terms of continuity and stability and growth
Second: the evolution of the concept of bank marketing
The concept of bank marketing has gone through several important stages up to what it is at the moment, and a section of these stages to five basic stages passed through practice marketing in the bank, while the view of many writers and researchers additional stage sixth where dubbed stage the social concept of marketing and Sntaol this The following stages:
1 - promotion stage
, and thus were not needed to develop any knowledge of marketing in order to sell their services, and in line with the traditional image in the minds of the people at that time, it was not that construction and building banks to look safe and immune and influential.
In the early sixties, this phase began banks attention to marketing, and departed the marketing concept at this stage, to the concept of advertising and public relations together by doing promotional activities of advertising and promotion services in order to attract new customers or maintain existing customers
During this stage, the bank has established special organizational units or change the name of the marketing departments of public relations to marketing departments, however, the marketing activity was limited to carrying out promotional activities
2 - the stage of personal attention to customers
Began this stage from the beginning convinced banks of the futility of promotional activity unless it is accompanied by a change in how they are treated the bank to its customers, and began to focus on the customer as the main focus of the banking business, at this stage focused marketing concept on the need to provide a friendly atmosphere while dealing with customers
3 - stage innovation
This journey began at the end of the sixties, where the concept was based on the development of banking marketing innovation of new banking services, after it became clear that the stereotypes in the activity of banks stands a stumbling block to meet the needs of the growing renewable.
I have witnessed this stage the banks intensive marketing studies of customer behavior outcome was the development of the banks of many of its services and offer new services, such as: automated teller services, credit cards and dealing with the bank over the phone
4 - stage focus on Mohammed segment of the market
This stage prevailed in the seventies, and the morphological marketing rely on trying to find a privileged position of the bank in the market, the need arose for a competitive advantage. In response, many banks tended to re-think its marketing philosophy. Instead of directing efforts to all segments of the market began a new direction in marketing the shape represented in the banking market segmentation to sectors and Ahttiar of the market sector or sectors that can be served by Bank high enough
5 - the stage of marketing systems
With the increasing interest in bank marketing on the grounds that a key factor in achieving stability and growth under changing environmental conditions in which they operate banks entered the bank marketing phase of the exercise of the marketing activity within the framework of systems, specialized and integrated based on analysis and planning of scientific and conscious From this point began to interest banks to prepare and develop systems marketing research and marketing information systems and strengthen marketing communications.
Also began to banks' interest in developing systems planning and preparation of a variety of marketing plans (short and medium term) for all areas of banking activity as well as the development of systems and methods of control over the achievement of its objectives and in the manner required
At this stage the attention of banks began to take the principles and elements of the modern concept of marketing
6 - the stage of the social concept of marketing represent this stage the events of the early stages in the development of marketing banking where she was a natural result of the growth of the movement of consumer protection and other social movements where this concept is the need to taken it public interest of the community as well as the interest of the client an individual or institution (finance business projects - emphasize the importance of Help clients)
Comments
Post a Comment