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THE INSTITUTE OF BANKERS, BANGLADESH (IBB)
93rd Ranking Diploma Examinatio n, 2A22
JAIBB
Marketing of Financial Services GVIFS)
Time-3 hours
Full marks-100
pass
marks_50
lN.B. The figures in the right margin indicate full marks. Answer any
fle questions.)
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Marks
(a) "Marketing of financial product/services is a chalrenging task in
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the context of our commercial banks and financial iistiiutions."
How can you endorse the view through your logic?
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(6) In yhl:!, ryays the challenges can be controlled by management 7

authorities?
(c)
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which factors are relevant for fixing the marketing strategies of 7

our banks? Explain with example.
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2. (a) "objects of pricing of banking product/services are to create 6

demand for funds and providing-customers, satisfactisn,,-p6
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you agree to this idea? Show your arguments with due example.
(D) Suppose your customer has applied for a loan of taka five lakh to g
establish a small business at Narayngonj industriar area. which
factors will you consider to judge ihe -creditworthiness of the
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applicant?
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(c) What might. be the difficulties there on? Show your 6

recommendations for minimizing the same.
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3. (a) What is consumer 'behaviour and attitude,? 5

(6) Describe the factors influencing determination of customer,s 7
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behaviour.
(c) "Understanding.of customer's expectations helps the marketers g
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in designing their produc6."-913-6e.u1".

4. (a) what is meant by distribution of financial products/services? 5
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(6) what are the channels involved in distribution of 'financial 7

services'? What do you mean by 'channel conflict,?
(c) wha! factors are needed to be considered while selecting a g
suitable location for bank branch?
5. (a) What is 'Customer Relationship Marketing, (CRM)? 5
(6) Describe the role of cRM in building customers' satisfaction and 7
loyalty.
(c) 'Customer centric -marketing approach, is designed around g
'customers' need and interest'-Do you agree? Give /our reasons.
[Please turn oyer
 2

Marks
6. (a) Define marketing research. 5
(6) What do you mean by 'Research methodology'? 5
(c) Discuss the 'basic fotmat' used in preparing market research 10
report of a bank/financial institution.
7. (a) What is'money laundering'? 5
(b) Describe the measures to be taken by the Banks and Financial 8
Institutions as per Bangladesh Bank's guidelines for prevention
of money laundering.
(c) How does money laundering affect our economy as a whole. 7
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8. (a) What do you mean by 'marketing strategy'? 5

(6) State the different types of marketing strategies available for a 7
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marketer.
disruptions that is being caused by
(c) As a result of significant 8
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Covid-19 pandemic, what poiicy refreshment do you think

necessary for smooth running of banking operation?
9. (a) Advertising develops increasing demand for funds as well as
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good recovery of funds. Do you endorse the view? Show you
logic with an example.
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(D) State the major causes of iow recovery of funds in our 7

commercial banl</financial institutions.
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(c) In which ways high default culture of our bank/financial 7

institutions can be controlled? Give appropriate example.
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10. Write short notes on any five : 4x5:20

(a) Financial market
(6) Service marketing
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(c) Branch image

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(d) Marketing mix

(e) Agent banking
0 Risk management
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(g) Financial sector reforms

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(ft) Non-banking asset.

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