A Marketing Analysis of the "National Australia Bank".

... A Marketing Analysis of the "National Australia Bank" By Kim Table of contents 1 INTRODUCTION 3 2. MARKET IDENTIFICATION 4 3 NEEDS, WANTS AND DEMANDS OF THE CUSTOMERS 5 3.1 Needs 5 3.2 Wants 5 3.3 Demand 6 4 4PS OF NATIONAL BANK AUSTRALIA 6 4.1 Product 6 4.2 Price 8 4.3 Place 8 4.4 Promotion 8 5 SEGMENTING 9 6 TARGETING 10 7 POSITIONING 10 8 COMPETITOR ANALYSIS 11 8.1 ANZ 11 8.2 Commonwealth Bank 12 9 CONCLUSION 14 10 REFERENCES 14 Table of figures 1 Figure: Segmenting NAB with other Banks in Market. 10 1 INTRODUCTION The purpose of this report is to investigate the current fundamental marketing issues of National Australia Bank. This report will be looking at and review the marketing terms, "needs, wants, demand, product and market identification". Hence also the major competitive issues facing the firm (nature, level of competition and competitive strategies). To investigate these issues, this report will focus on the 4ps (product, promotion, price and place) and segmenting, targeting and position issues related to National Australia Bank. * Definition of Marketing " The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals"(Summers, jane.1962,.) In simple terms marketing

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