Marketing in Banking and Insurance
₹150.00
TYBBI — SEMESTER – VI
Author: Romeo S. Mascarenhas
SECOND REVISED EDITION
Description
SYLLABUS
| Sr. No. |
Module / Unit |
| 1 | Introduction to Marketing: |
| Meaning, Definition, Importance, Marketing Mix, Market Segmentation, Marketing Strategy, Channels of Marketing, Marketing of Banking and Insurance products, Marketing Research, Introduction, Process and Types. | |
| 2 | Introduction to Service Marketing: |
| Meaning, Concept, Evolution and Characteristics of Service Marketing. Need and Importance of Service Marketing, 7 P’s of Services Marketing Mix, Services Marketing Mix strategies for Banking and Insurance and Marketing Logistics. | |
| 3 | Consumer Behaviour: |
| Introduction to Consumer Behaviour, Consumer Expectations, Consumer Buying Behavior, Role of Consumer in Service Delivery, Consumer Responses, Consumer Delight – Concept and Importance.
Consumer Behaviour and Marketing Communications: Introduction, Marketing Communication Flow, Communications Process, Interpersonal Communication, Persuasive Communications, Source, Message, Message Appeals, Communication Feedback. |
|
| 4 | Rural Marketing: |
| Rural Marketing, Concept and Scope, Nature of Rural Markets, Attractiveness of Rural Markets, Rural Vs Urban Marketing, Characteristics of Rural Consumers, Buying Decision Process, Rural Marketing Information System, Potential and Size of Rural Markets.
Pricing Strategy, Pricing Policies, Innovative Pricing Methods for Rural Markets, Promotion Strategy, Appropriate Media, Designing Right Promotion Mix, Promotional Campaigns. Distribution, Logistics Management, Problems Encountered, Selection of Appropriate Channels, New Approaches to Reach Out Rural Markets – Electronic Choupal Applications. |
|
| 5 | E‑Marketing: |
| E‑marketing: Scope, Benefits and Problems, E‑marketing Techniques, Internet Marketing, Digital Marketing and E‑marketing.
E‑Marketing Mix Strategy , Introduction, Objectives, the 4Ps in E‑Marketing, Additional 3Ps in E‑Marketing of Services, the 2P + 2C + 3S Formula in E‑Marketing |
