RBWM: Concepts and Practice · Part C: Marketing of Banking Services

Chapter 13: Marketing of banking services

What marketing means for a bank, the seven Ps, segments and strategy, the sales funnel, and the rules for selling fairly.

Buyers of the e-book, or of the print copy, which includes it, read the whole chapter. Everyone can read the free sample, pages 1 to 24 of the e-book.

In this chapter

• 13.1Services and the seven Psp. 171
• 13.2Segment, target, positionp. 172
• 13.3Strategies for growthp. 173
• 13.4The sales funnelp. 174
• 13.5Selling fairly: the rulesp. 175
• Exam traps and quick checksp. 176
• Practice: 16 questions in three roundsp. 177
• Answers, with every wrong option explainedp. 179
• Make it stickp. 181
• Chapter 13 on one pagep. 182

Corrections and updates

None for this chapter so far. Every correction to the book, and any rule that changes after its date, is listed on the errata page.