SUBJECT CODE: UG-329 BBM-33
B.Com. DEGREE EXAMINATION - JUNE, 2012.
Third Year
Bank Management
MARKETING OF BANKING SERVICES
Time : 3 hours Maximum marks : 75
SECTION A — (3 × 5 = 15 marks)
Answer any THREE questions.
1. What is service marketing? State its features.
2. What are the strategic benefits of good competition?
3. State the importance of understanding customer needs.
4. What are the benefits of market segmentation?
5. What are the different sources of market information?
SECTION B — (4 × 15 = 60 marks)
Answer any FOUR questions.
6. Discuss the various marketing concepts and their applications to banking industry.
7. How would you assess and manage competition?
8. Discuss the impact of banking regulations on bank marketing.
9. Explain the various factors affecting buying behaviour.
10. What is market segmentation? Explain the characteristics of viable market segmentation.
11. Discuss the contributions of marketing research to a bank.
12. Explain the various steps involved in the development of situation analysis.