M.B.A. DEGREE EXAMINATION, NOVEMBER 2017
Third Semester
Banking and Insurance
MARKETING OF BANKING SERVICES
(CBCS 2013 onwards)
Time 3 Hours Maximum 75 Marks
Part A x 3 15)
Answer all questions.
All questions carry equal marks.
1. What is marketing audit?
2. What is anywhere banking?
3. What are the constraints in development of new products
in banks?
4. What are the objectives of promotion in bank marketing?
5. State the different sources of recruitment of bank officers.
Part B 10 50)
Answer all questions choosing either or
All questions carry equal marks.
6. Explain how Indian Private Sector Banks develop
their marketing mix strategies.
Or
Explain the different phases of a marketing plan for
a bank.
Sub. Code
632304
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7. Describe the characteristics and design of an ideal
layout of bank branch.
Or
Explain the factors influencing the rate of interest
for lending.
8. Explain how bank can do the Branding of Banking
Products.
Or
What is bancassurance? Explain the advantages of
bancassurance for the banks.
9. Explain the need and importance of bank
ombudsman scheme.
Or
Explain the part played by advertising and publicity
in the promotion of banking business.
10. What do you mean by Bank Procedure? Explain the
importance of simplification and streamlining of
bank procedure.
Or
Explain the procedure for selecting a marketing
manager in banks.
Part C 10 10)
Compulsory.
11. Read the case and answer the questions
Competition and globalization of banking services are
forcing banks to be productive and profitable. To retain
High Net Worth individuals, banks should focus strongly
on relationship management with customers. Innovative
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Customer Relationship Management strategies
and cutting edge software can help, to a great extent, in
achieving the desired results. Banks are well aware that
their success is Predominantly dependent on the CRM
strategies adopted by them. Service providers have
recognized that good CRM bonds customers with the
organisation for a longer term, resulting in increased
revenues.
Given the context of the case, answer following questions.

Explain the need and importance of Customer
Relationship Management in banking organisation.

Explain the different CRM strategies used by
private commercial banks in India.
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