The wrong model: why a bank shouldn't be like Procter & Gamble. (strategies of consumer packaged goods companies inappropriate for banks): An article from: Bank Marketing
Book Details
Author(s)Raymond J., Jr. McConaghy
PublisherBank Marketing Assn.
ISBN / ASINB0008YWFPQ
ISBN-13978B0008YWFP8
AvailabilityAvailable for download now
Sales Rank10,851,162
MarketplaceUnited States 🇺🇸
Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on January 1, 1992. The length of the article is 1648 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: The strategy of marketing bank deposits that emphasizes brand names, packaged accounts and relationship products is modelled after consumer packages goods firms, such as Procter and Gamble. Several examples are given to show that this marketing technique may not be the most appropriate for banks. Evidence indicates that the specific names of brand-name products are not important to customers, most packaged accounts have low retention rates, and both customers and bank employees find the requirements of relationship products unnecessary. An alternative marketing model borrowed from manufacturing is proposed. This model focuses on the designing of products for easier use, thus enhancing customer service.
Citation Details
Title: The wrong model: why a bank shouldn't be like Procter & Gamble. (strategies of consumer packaged goods companies inappropriate for banks)
Author: Raymond J., Jr. McConaghy
Publication:Bank Marketing (Magazine/Journal)
Date: January 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n1 Page: p23(3)
Distributed by Thomson Gale
From the supplier: The strategy of marketing bank deposits that emphasizes brand names, packaged accounts and relationship products is modelled after consumer packages goods firms, such as Procter and Gamble. Several examples are given to show that this marketing technique may not be the most appropriate for banks. Evidence indicates that the specific names of brand-name products are not important to customers, most packaged accounts have low retention rates, and both customers and bank employees find the requirements of relationship products unnecessary. An alternative marketing model borrowed from manufacturing is proposed. This model focuses on the designing of products for easier use, thus enhancing customer service.
Citation Details
Title: The wrong model: why a bank shouldn't be like Procter & Gamble. (strategies of consumer packaged goods companies inappropriate for banks)
Author: Raymond J., Jr. McConaghy
Publication:Bank Marketing (Magazine/Journal)
Date: January 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n1 Page: p23(3)
Distributed by Thomson Gale
