#Customer need?

Beyond technics, ethic and legitimacy, what moral?

- Professional conduct
- Social consequences
- Ecological consequences ( hậu quả hệ sinh thái )
- Economic consequences
“ A DIFFICULT BALANCE ABOUT SHARE INTEREST LONG AND SHORT”

Marketing is about more and more objects

- Goods
- Services
- Organizations
- Personnalities
- Events and experiences
- Properties ( real or movable)
- Informations and ideals
- Places and territories

MARKETING APPROACH

Spontanceous approach Marketing approach

 • CREACTIVITY
OFFER INVESTION
TECHNICS MARKET
• PERCEPTION
COMPREHENSION
NEEDS

• IMPLANTATION
MARKET PENETRATION
DESIRE
OFFER/MARKET
• ADAPTATION
SEGMENTATION
DESIRE

• EFFORTS
SALE INCOMPREHENSION
DISSATISFACTION •ACCEPTABILITY
INFLUENCE RELATION
SASTISFACTION

EXCEPTION
CREATE AND OFFER FIRST
+ YOU TEST THE NEEDS IN THE MEANTIME WITH EARLY ADOPTERS ( Specific customers
for inmovation tests)

SERVICES : PERFORMANCE

IMPORTANT ROLE OF THE ACTORS

BANK –---Relation------ Customer

Intangible

It is quite easy to defind goods habits

 Fast moving consumer goods

 Everyday purchase products ( daily, recurrent)
 Essentials and necessary products ( foods, hygiene)
 Impulsive purchase ( small plessures)
 Last minute purchase (batteries, press)

But bank offers services and not goods as products

 Goods
 Tagible
 Assessable before owning
 Countable
 Property
STEP 3A: BANK INFORMATION

PART 3: STRATEGY…

COMPANIES ARE ORGANIZATION

BANK ARE SPECIFIC ORGANIZATIONS

SPECIFIC CONTRAINTS / CHALLENGE COPETITORS