Marketing environment for banks

Marketing is one of the most important functions in any organization. The sales generated and sustained have been acknowledged as a direct function of the marketing process. According to Philip Kotler, "marketing is typically seen as the task of creating, promoting and delivering goods and services to the consumers and businesses". According to American Marketing Association "Marketing can be defined as the process of planning and executing the conception, pricing, promotion and distribution of ideas, …

…network, low cost of funding, low intermediation (operating) costs, marketing capability, large product portfolio, cross-selling, proper credit appraisal mechanism/risk assessment procedures, high service levels in terms of faster loan processing and disbursement, flexible technology across banking platforms, multi-distribution channels, strong brand presence and good recovery mechanism. These success factors would ultimately transform into how well banks understand their customers and how effective they are in meeting their new definition of access, convenience and value.