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Essay / Research Paper Abstract
This 13 page paper considers how to develop a marketing plan for a community bank. The paper begins with a market analysis and then develops an original marketing campaign using television, radio, the press and direct mail. The bibliography cites 10 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEbankmt.rtf
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Unformatted sample text from the term paper:
when the product or service is in a competive mature market, with many companies seeking to gain an advantage and hoping to develop a differentiation product in a market whether
there is a perception of generic products. The banking industry is one of these industries and community banks may b perceived as being at a disadvantage due to the lack
of economies of scope and scale. Therefore, market planning is very important. By looking at the industry including the presentation and placement
of the competitors, the way in which the product can be developed to gain maximum return on the target market as well as the way that the message can be
communicated can be understood. Therefore, any marketing plan needs to begin with a market analysis. 2. Market Analysis. The banking industry in which any community bank will
be placed is very large, it is also an industry that has the benefit of being a requirement of todays lifestyles but one that has been marred with bad publicity
and negative attitudes. To consider the industry as a whole a SWOT analysis may be undertaken. A SWOT analysis looks at the strengths weaknesses. Banking is a necessary service for
the ability to undertake any financial transaction. Banking is traditionally seen as the process of writing out and cashing cheques, deposits and clearing. However, Banks fulfil a wider range of
roles than simply this, with their role and actions depending on they type of bank that is being considered. Furthermore, many of the functions traditionally associated with banks may be
fulfilled by other finical institutions, for example current accounts, where there is the writing and cashing of cheques, as well as the taking in of deposits maybe conducted by building
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