A

 A bank prioritizes to issue a free Priority international credit card to customers with a savings deposit balance
from 2 billion,with a term of 3 months or more.Here is the pricing:Explicit pricing
 A bank XYZ issues a free Priority international credit card to customers with a savings deposit balance from 2
billion VND. This is form of pricing: Implicit pricing
 A generic market is divided into several segments, each of which comes with its own marketing mix. Which
strategy is used to define the target market? Differentiated
B
 Banks often increase the utility of products and services in the....stage of the product life cycleMaturity
 Banks with 100% foreign capital operating in Vietnam are allowed to open branches and install ATMs like a
commercial bank in Vietnam. The above statement is:Right
 Based on customer needs and the bank’s ability to provide service, how many service groups are there ? -->5
 Businesses operating from a customer-oriented marketing perspective must focus all efforts toMaximize
profits by satisfying the needs of the target customer group.
C
 Competition in the market is increasing day by day. Bank A, in order to make a difference in the market, has
changed its image, message, staff uniforms, etc., and implemented new brand promotion activities through
advertisements on television and radio. However, bank A keeps the same products and markets as before.
Bank A is implementing the strategy: Repositioning
F
 Factors affecting product policyCustomers/ALL
 Financial services are different from other regular services:financial nature
 Financial services are different from other servicesFinancial nature
 Financial services pricing is not affected by which of the following factors?-->Employees
 Fintech companies operating in Vietnam are still less active in the following areas:Crowdfunding
 From a technical point of view, marketing penetrates into banking activities in different forms, in particular order: I.
Marketing is market segmentation and innovation, II.Marketing is the smile and friendliness of customers, III. Marketing
is the analysis, planning, implementation and control, IV.Marketing is market positioning and branding,V. Marketing is
advertising and promotionV, II, I, IV, III
 Funding for green projects, lending to students and the poor, etc.Those are financial institutions that follow the
point of viewSocial Marketing Perspective
H
 How many levels does the financial services structure consist of?-->4
I
 In the financial service structure, the augmented product is Additional services which are provided to add
value and increase customer satisfaction
 In the pricing process, considering the price elasticity of demand helps financial institutions take the initiative
to:Set the price that the financial institutions want
 In the pricing process, considering the price elasticity of demand helps financial institutions take the initiative
to: Set the price that financial institutions want
 In the UK Co-operative Bank has targeted a segment of the population that favors socially respons
banking.Therefore, this bank has positioned itself as a "moral bank". Here's an interesting example of a bank
using... as a basis for segmentationMentality
 In what year did marketing penetrate the banking sector in Vietnam?-->1980
 In which direction do financial institutions exploit the development of a product and service portfolio to make
a difference and increase convenience for customers?-->Multidimensional
L/S
 Limitation of Product perspectiveFocus on satisfying customer need is still low
 Sales perspective insists thatA and B are wrong
T
  The core products of savings deposits are:Looking for Income
 The image of the mousetrap in the clip"I believe in Miracles" represents the point of view:Products
 The most important goals of financial services positioning are:Difference with competitors
 The process of planning the marketing strategy of the business includes ... phase-5
 The publication of the annual report by the bank is a form of which promotion policy? Public
relations/publicity
 To evaluate the target market, it is necessary to base on the criteria I.Market size and development,
II.Structural attractiveness, III.Objectives,strengths, potential and size of the bank, IV. Elasticity of
demandI,II,III
 To find efficient market segments, which following requirements are required:Measurable, large
enough,distinguishable, feasible
 To implement the marketing mix strategy, businesses will implement...policies7
 To increase sales efficiency and influence purchasing decisions in the customer's decision stage to use the
service. Which of the following tools should a financial company use in its promotion policy?Sales
promotion and Personal selling
 To overcome the …………. of financial services, banks need to strengthen staff training, develop customer
service delivery processes. Inseparability
W
 What is the goal of the product distribution policy?All is incorrect
 What are the main components of a marketing strategy? The main component of a marketing strategy is
often described as the STP (Segmentation, Targeting and Positioning) proces
 What are the promotional tools aimed at promoting the "impulsive shopping" behavior of customers:Sales
promotion
 What characteristics of financial services do banks hire more part-timers during peak periods? Perishabiity
 What level of product structure are exploited by commercial banks to increase competition?Augmented
product
 Which of the following factors do financial institutions mainly rely on to build potential product levels?
Technology
 Which of the following models are used to analyze the macro environment in financial services? PESTEL
 Which of the following models can help managers make decisions about new products/new markets to grow
and expand their business? Ansoff
 Which of the following statements is true from the point of view of sales-oriented marketing:Huge
expenses for advertising and sales to attract customers to buy the product.
 Which of the following strategies should a financial institution with small scale, low capacity, and a new
financial product on a heterogeneous market chooose ?--> Focus/customized  ưu tiên Focus
 Which strategy is used to define the target market? Customized
Intangible, Inseparability, Perishable, Heterogeneity, Consistency  Consistency khác biệt so
với 3 cái còn lại
NH thuê partime trong những nhu cầu KH đến đông thì đang giải quyết Perishable
Marketing strategy:
Step 1: Vision objectives
Step 2: Stituation Analysis (môi trường Marketing) có 3 cycle (Macro, Industry, Internal), các mô
hình sử dụng trong đây là mô hình SWOT.
Step 3: Marketing objectives: Mô hình SMART
Step 4: Marketing strategy: làm rõ STP
Segmentation: xác định được groups of common characterists. (Slide 46)  Có 2 cách để phân
khúc. Customer- orientated segmentation and product-based segmentation.
Targeting:
Undifferentiated – serves an entire marketplace with a single marketing mix which does not
distinguish between sub-segments of the market
Differentiated – an aggregate marketplace, such as banking, is organized into a number of
segments, each of which is targeted with a tailored marketing mix
Focused – a choice is made to target a small subset of the segments of a multisegment marketplace
with a single marketing mix that best suits the needs of that segment
Customized – each individual that comprises the target market is the subject of a marketing mix
that is tailored in some way to the individual’s specific needs.
Một NH lựa chọn 2 trong 9 phân khúc để Targeting thì đó thuộc chiến lược nào  Lựa chọn
Differentiated và Focused đều đúng, nếu dùng 1 bộ Marketing mix để tập trung 2 trong 9 phân
khuc thì nó là Focused, nhưng nếu dùng 2 Marketing mix riêng biệt cho mỗi phân khúc thì nó là
Differentiated.
Positioning:
Có 3 NH:
Morgan Stanley’s position is based on product/service attributes and emphasizes ‘excellence in
financial advice and market execution’.
The Standard Bank of South Africa aims to be ‘Simpler. Faster. Better’.
HSBC, which positions itself as ‘the world’s local bank’ to create the image of a bank that delivers
value on the basis of both local knowledge and global strength.
 Dùng Perceptual Mapping
Marketing mix có 4 công cụ:
Product: có 4 vòng tròn để xác định
Core product thấp nhất dịch vụ tối thiểu cho người sử dụng
Tangible/Atual product có tính hữu hình hơn vd: thuộc tổ chức TC nào do ai cung cấp
Augmented product tăng cường, có tính khác biệt lớn trên thị trường so với các sản phẩm khác vd:
credit card của VCB khác biệt cơ bản với Eximbank
Potential product tính mới trên thị trường rất cao
Price:
Giá mang tính rõ ràng của sản phẩm: Overpricing = Explicit price
Giá ẩn, giá phức tạp: Coverpricing = Implicit price
Promotion: phân biệt được ý nghĩa của Advertising - PR – Sales – Personal Selling
Sales Promotion: tăng doanh số mạnh tác động đến ra quyết định của KH
PR: Duy trì sự trung thành của KH với sản phẩm
Advertising: Tăng sự nhận diện về sản phẩm
Personal Selling: Bán hàng trực tiếp với những sản phẩm mới những sản phẩm đặc thù có
Marketing phức tạp cao.
Place
7P: PRODUCT, PLACE, PROMOTION,PRICE, PEOPLE, PROCCESS, PHYSICAL
EVIDENCE
The marketing environment

The market environment: Mô hình 5 áp lực cạnh tranh của M.Porter

The internal environment: Resources, SWOT.

The macro environment: