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FIN09903 Marketing Financial Services

tag 0 Download 8 Pages / 1,847 Words tag 16-12-2020


I would like you to review TWO of the following four issues as they relate to an organisation within the financial services sector with which you are familiar and the products/ services which they provide. For example, use one of the big banks such as Royal Bank of Scotland, HSBC or Standard Chartered or a large Insurance Company like AIA, Standard Life or Aviva. In addition, you don’t need to use an organisation based in the UK or HK. Use one from a country of your choice, if you wish, but make sure it is a company in the financial services sector.

For each of the two essays, begin by outlining the key points which you have learned in relation to the topic, e.g. in number (3), you would describe what market segmentation is and why an organisation might pursue a segmentation strategy. You would then go on to consider how the topic is dealt with in practice, giving examples to substantiate your answers. 

I would like you to pick TWO issues from the following four:

  1. Identify and review some of the strategies which the company uses to deal with the difficulties presented by the specific features of financial services marketing.
  1. In what ways do the forces within the Macro OR the Micro marketing environment (not both) affect the company’s ability to market its products successfully?
  1. What market segmentation approaches does the company use and how effective do you think these are?
  1. Select TWO components of the marketing mix and review the ways in which the company addresses these and incorporates them into its marketing approach.

It is important that you try to demonstrate that you understand how the various marketing techniques and concepts are used in a practical situation within the financial services sector. Consequently, you should make sure that, as well as covering the theoretical side of the topic, you let me see that you have tried to find out how a financial services organisation deals with it in practice. 

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