Marketing financial services

... MARKETING FINANCIAL SERVICES EC32037 BY CHRIS GREEN CONTENTS INTRODUCTION SECTION 1: Identify and review some of the strategies that the company uses to deal with the difficulties presented by the specific features of financial services marketing. SECTION 2: What market segmentation approaches does the company use and how effective do you think these are? SECTION 3: In what ways do the forces within the Macro OR the Micro marketing environment affect the company's ability to market its products successfully? SECTION 4: Select 2 components of the marketing mix and review the ways in which the company addresses these and incorporates them into its marketing approach. REFERENCES Note: I will be using the Bank of Scotland for examples in each section. INTRODUCTION The financial services sector is one of the most competitive markets in the UK. There are now many companies (providers) offering many similar products. This makes it difficult for the providers to distinguish their organisation and their products from the

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