M.B.A. DEGREE EXAMINATION, APRIL 2016
MARKETING OF BANKING SERVICES
(CBCS 2012 onwards)
Time 3 Hours Maximum 75 Marks
Part A 3 15)
Answer all questions.
All questions carry equal marks.
1. Define product concept in service marketing.
2. What is meant by Anywhere Banking?
3. Define accessibility.
4. What is social banking?
5. Write a short note on Bank assurance.
Part B 10 50)
Answer all questions, choosing either or
All questions carry equal marks.
6. Discuss the relevance of Marketing in Banking.
Or
What are the importance elements of service that
customer must desire of their banks?
Sub. Code
632304
RW-11029
2
WS6
7. Explain the steps involved in implementing
promotional campaign for banks.
Or
Explain the tools and need of public relations for
bank products.
8. What are the factors that influence the appearance
of a location? Explain in detail.
Or
Discuss the role of Price and explain the factors
influencing the rate of interest.
9. How can a bank develop personnel to deliver quality
services?
Or
Write a detail note on 'role frontline staff' in bank
marketing.
10. Explain with an illustration of a bank product, the
life cycle concept in service marketing.
Or
State the reason for failure of a new service product
of a bank.
Part C
(Compulsory)
11. Give your comments on the following statements
A bank marketer have to have a network of branches
on a much larger scale than a product marketer.
Price as a tool in marketing strategy of banks has
got very little practical utility because of the
administered pricing structure