SERVICE MARKETING IN BANKING SECTOR AND
RECENT PERCEPTIONS IN MARKETING THOUGHTS OF SERVICES
MARKETING IN BANKING
Marketing approach in banking sector had taken significance after 1950 in western countries and then after 1980 in Turkey. New banking perceptiveness oriented toward market had influenced banks to create new market. Banks had started to perform marketing and planning techniques in banking in order to be able to offer their new services efficiently. Marketing scope in banking sector should be considered under the service marketing framework. Performed marketing strategy is the case which is determination of the place of financial institutions on customers’ mind. Bank marketing does not only include service selling of the bank but also is the function which gets personality and image for bank on its customers’ mind. On the other hand, financial marketing is the function which relates uncongenitalies, differences and non similar applications between financial institutions and judgement standards of their customers.
The reasons for marketing scope to have importance in banking and for banks to interest in marketing subject can be arranged as:
Change in demographic structure: Differentiation of population in the number and composition affect quality and attribute of customer whom benefits from banking services. Intense competition in financial service sector: The competition became intense due to the growing international banking perceptiveness and recently being non limiting for new enterprises in the sector. Increase in liberalization of interest rates has intensified the competition.
Bank’s wish for increasing profit: Banks have to increase their profits to create new markets, to protect and develop their market shares and to survive on the basis of intense competition and demographic chance levels.
The marketing comprehension that are performed by banks since 1950 can be shown as in following five stages:
1. Promotion oriented marketing comprehension
2. Marketing comprehension based on having close relations for customers 3. Reformist marketing comprehension
4. Marketing comprehension that focused on specializing in certain areas 5. Research, planning and control oriented marketing comprehension
STRUCTURE OF BANK MARKET
Marketing activities of firms begin with determination of the market that they offer their services or goods. Firms must find out the features of the market that it f anging market condition. While marketing manager is arranging the variables under firm’s control, she/he should also adopt the external variables. We could call the factors that affect banks’ market as technological developments, legal arrangements and competition.
THE MARKETING MIX IN BANKING SECTOR SERVICE
Recently, banks are in a period that they earn money in servicing beyond selling money. The prestige is get as they offer their services to the masses. Like other services, banking services are also intangible. Banking services are about the money in different types and attributes like lending, depositing and transferring procedures. These intangible services are shaped in contracts. The structure of banking services affects the success of institution in long term. Besides the basic attributes like speed, security and ease in banking services, the rights like consultancy for services to be compounded are also preferred.
The price which is an important component of marketing mix is named differently in the base of transaction exchange that it takes place. Banks have to estimate the prices of their services offered. By performing this, they keep their relations with extant customers and take new ones. The prices in banking have names like interest, commission and expenses. Price is the sole element of marketing variables that create earnings, while others cause expenditure. While marketing mix elements other than price affect sales volume, price affect both profit and sales volume...
References:  C. Grönroos., Service Management and Marketing – Managing the Moments of Truth in
Service Competition, Lexington Books, USA, 1990.
 A. Palmer., Principles of Services Marketing, McGraw – Hill Book Company, UK,
 İ. Cemalcılar., Pazarlama, AÜ. Yayınları, Eskişehir, 1995.
 N. Timur., Banka ve Sigorta Pazarlaması, AÜ. AÖF. Yayınları, Eskişehir, 1994.
 Y. Fidan., “Hizmetlerin Üretim ve Pazarlanması”, Pazarlama Dünyası, Vol. 53, 1995.
 N. Uray., “Banka Hizmetlerinin Dağıtımında Aracıların Yeri, Pazarlama Dünyası”,
Vol. 38, 1993.
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