THE INSTITUTE OF BANKERS, BANGLADESH (IBB)

Banking Diploma Examination, November-December, 2019

JAIBB
Marketing of Financial Services (MFS)
Time--3 hours
Full marks--) 00
Pass marks--50
[NB. The.figures in the right margin indicate full marks. Answer any five questions.]
Marks
(a) Describe different important elements of marketing mix. 6
(b) How can you develop the marketing for banks and financial 8
institutions?
(c) Why are consumers placed in the center point of marketing mi ? 6
2. (a) " Market segmen~ation depends on nature of customer and 7
products"-Do you agree? Show your logic.
(b) What are the difficulties in creating market segmentation? 8
(c) How can you control the same? 5
3 . . (a) What are special .features of product development? 7
(b) How can you fix up product development strategies? 7
(c) What might be the difficulties thereon? How can you manage 6
the same?
(a) .Describe the price setting methods. 8
(b) ''The.actual price setting should be based on three factors--cost, 5
demand and compet ition."-Explain the statement.
(c) Describe strategies to adjust the price. 7
5. (a) Locating suitable site for a bank branch is really tough-why? 7
(b) How can you suggest for fair selection of location? 7
(c) "Bra ch manager should have conceptual skill, technical skill 6
and human relation skill."--Show your suggestions.
(a) "Success in CSR activities depends on appropriate marketing 10
strategies."-Do you agree? Show your remarks.
(b) Customers satisfaction depends on fair attitude of management 10
and their cooperation. How far the idea is true? Show your
recommendations:
7. (a) "Managing marketing programs is affected by both internal and 7
external factors"- How can you justify the idea?
(b) Briefly discuss the · basic format used in preparing Market 7
Research Report of a bank or financial institution.
(c) How does marketing research help in achieving th~ marketing 6
goals? Cite an example. ·
[Please turn over
 2

Marks
8. {a) Define promotional activities with example. State its nature, 7
impact and limitations.
(b) "Results of advertising might be uncertain still we need 6
these" -Amplify the idea_with imaginary example.
{c) State the factors influencing your branch image. :
ft. (a) Describe the changes occurred in banking due to change of
internet strategy.
(b) Explain th~ steps of developing internet strategy. 8
(c) Define online marketing. Why is it important? 6
Write short notes (a.ny five) : 4 x5=20
{a) Strategic Business Unit
(b). Product line
(c) Service Marketing
(d) Techno e~iquette in banking
(e) Customer loyalty program
(f) Selecting target markets ~
{g) Value chain .
(h) Sustainable Marketing

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