Applying Marketing Concepts to a Financial Institution in the United States

Marketing Mix and Differentiation

Next, analyse the target organisation, here I would like to use a financial institution (bank) operating the in the United States if America using all of the concepts covered in this module. You may recall in summary the concepts you use, but do not spend long describing the concept – we need you to apply it to the target organisation. The concepts are:  Marketing Mix (7P’s & 4C’s)  Differentiation and Competitive Advantage  Coping with Commoditisation (+Total Product and Solution offering)  Segmentation Branding Managing (especially Service Element) Experiential Marketing, Customer Relations and Experience Management Role of Internet in Marketing  Pricing and Cost Structure Stakeholders, Sustainability, & TBL Remember, we are not looking for a monograph on marketing management, nor for a series of definitions, nor for a summary of the material covered in the module nor even a new marketing strategy for the chosen organisation. Instead, we are looking for an application of the marketing concepts to a particular organisation of your choice. In addition, you need to make recommendations for improvement; these need to be clearly marked at the end of the appropriate section. Overall we shall be marking the application of each of the concepts, references and, finally, the quality as a paper.