By Christine Ennew, Trevor Watkins, Mike Wright

Written to enrich "Marketing monetary providers" via an analogous authors, this casebook offers particular sensible purposes for the rules, strategies and methods constructed in that textual content. Ten longer instances and ten brief situations disguise purposes in development societies, banks, insurance firms, unit/investment trusts, property business enterprise and company monetary prone provisions

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Extra resources for Cases in Marketing Financial Services

Sample text

Company development Within twenty years Allied Irish Banks was m u c h changed from these h u m b l e beginnings. Britain was a natural choice for the bank's international expansion in the early 1970s because of its proximity and the size of the market. By 1988, Allied Irish Banks was one of the largest non-indigenous banking groups in Britain, though with sixty branches it was obviously a small player. A marketing strategy focusing on selected niches was developed. T h e s e niches tended to be drawn from the business market and the young professional market.

You do not have to come u p with a definitive answer, nor is there a 'right' answer. It is more important to be able to present a wellreasoned and logical argument for a particular recommendation. Case 1 Allied Building Society Leigh Drake, Ian Morison and Richard Speed L o u g h b o r o u g h University Banking Centre Introduction T h e first building society was established in Birmingham in 1775 as a m u t u a l fund for the purpose of financing the housing of m e m b e r s of the fund. Since that time building societies have developed into major financial institutions.

We m u s t , therefore, diversify into other products which can offer alternative sources of profit. Second, the Allied has approximately 4 million customers. T h e majority of these customers also have some sort of relationship with at least one other financial service company, normally the b a n k where a current account is held. Research suggests that, when customers select which company to go to for a new financial need, existing relationships are very important. Because our existing product range is narrow and not transaction-based, we lose out to the banks, where contact via current accounts is frequent and where the greater p r o d u c t range is an aid to strengthening the relationship.

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