Service Marketing in Bank Sector. Exploration Paper




Marketing way in financial sector had taken significance after 1950 in american countries and then after 80 in Turkey. New banking perceptiveness focused toward industry had influenced banks to produce new market. Banks experienced started to carry out marketing and planning techniques in financial in order to be in a position to grant their new services proficiently. Marketing range in bank sector should be thought about under the service marketing structure. Performed marketing strategy is the case which is perseverance of the place of financial institutions on customers' head. Bank marketing does not just include service selling of the bank but also is the function which in turn gets character and image for lender on the customers' brain. On the other hand, monetary marketing is the function which usually relates uncongenitalies, differences and non comparable applications among financial institutions and judgement standards of their customers.

The reasons for marketing opportunity to have importance in financial and for banking companies to affinity for marketing subject can be arranged as:

Enhancements made on demographic framework: Differentiation of population in the number and composition affect quality and attribute of customer who benefits from banking services. Powerful competition in financial service sector: The competition started to be intense due to the growing international banking perceptiveness and recently being no limiting achievable enterprises inside the sector. Embrace liberalization interesting rates has intensified your competition.

Bank's desire increasing revenue: Banks have to increase their earnings to create fresh markets, to shield and develop their market shares and to survive on the basis of intense competition and market chance levels.

The advertising comprehension which can be performed by banks since 1950 can be shown as in following five stages:

1 ) Promotion focused marketing knowledge

2 . Marketing comprehension based upon having close relations can be 3. Reformist marketing knowledge

4. Marketing comprehension that focused on specializing in certain areas 5. Exploration, planning and control oriented marketing comprehension


Marketing activities of organizations begin with determination of the industry that they provide their services or products. Firms must find out the features of the market that it f anging market condition. Although marketing supervisor is organizing the variables under business's control, she/he should also take up the exterior variables. We could call the factors that affect banks' market since technological improvements, legal plans and competition.


Recently, financial institutions are within a period that they can earn money in servicing beyond selling cash. The prestige is get because they offer their particular services to the masses. Like other companies, banking companies are also intangible. Banking services are about the money in various types and attributes just like lending, depositing and moving procedures. These types of intangible providers are shaped in agreements. The composition of banking services impacts the success of institution in long term. Besides the simple attributes just like speed, secureness and simplicity in financial services, the rights just like consultancy pertaining to services being compounded can also be preferred.


The price which is an important element of marketing mixture is named in a different way in the foundation of purchase exchange that this takes place. Banks have to estimation the prices with their services presented. By doing this, they help keep their relations with extant customers and take new ones. The values in financial have names like fascination, commission and expenses. Price is the sole element of marketing parameters that create income, while others cause expenditure. Although marketing mix elements other than price affect sales volume, price influence both revenue and sales volume...

Referrals: [1] C. Grönroos., Assistance Management and Marketing – Managing the Moments of Fact in

Service Competition, Lexington Books, USA, 1990.

[2] A. Palmer., Principles of Services Promoting, McGraw – Hill Publication Company, UK,


[3] Д°. CemalcД±lar., Pazarlama, AГњ. YayД±nlarД±, EskiЕџehir, 1995.

[4] N. Timur., Banka ve Sigorta PazarlamasД±, AГњ. AГ–F. YayД±nlarД±, EskiЕџehir, 1994.

[5] Y. Fidan., " Hizmetlerin Üretim ve Pazarlanması”, Pazarlama Dünyası, Vol. 53, 95.

[6] D. Uray., " Banka Hizmetlerinin Dağıtımında Aracıların Yeri, Pazarlama Dünyası”,

Vol. 38, 93.


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