| Title : | Impact of marketing strategies on bank performance in Nepalese commercial banks | | Material Type: | printed text | | Authors: | Dammer Binadi, Author | | Publication Date: | 2018 | | Pagination: | 85p. | | Size: | GRP/Thesis | | Languages : | English | | Abstract: | Banking sector business in Nepal is most competitive sector where marketing strategies one of the important tools to get competitive advantage in the market. There are marketing mix including product, price, place, promotion and people. Marketing strategy helps you create products and services with the best chances for making a profit. This is because marketing strategy starts with marketplace research, taking into consideration your optimal target customer, what your competition is doing and what trends might be on the horizon. Using this information, you determine the benefit customers and clients want, what they’re willing to pay and how you can differentiate your product or service from the competition. When you have a marketing strategy, your departments can better work with each other, because they are all working from the same plan. For example, your advertising people will talk with your product development people to determine what message you should send about your benefit. Your sales people will talk with the people responsible for managing your image to determine if they can offer discounts, coupons or rebates without damaging your brand. Marketing strategies are tools of organizations and it is a key indicator for organization to achieve its goals.
This study investigates the impact of marketing strategies on bank performance of Nepalese commercial banks. The study has employed descriptive and causal comparative research design to estimate the relationship between dependent variable such as return on asset and return on equity with independent variables (product, price, place, promotion and people). The study is based on primary sources of data as well secondary data. The primary data are used to extract the information about marketing strategies tools on bank performance of Nepalese commercial banks. Altogether 15 commercial banks were selected for the study and total of 180 questionnaires were collected. To achieve the purpose of the study structured questionnaire was prepared.
The study shows that product, price, place, promotion and people have positive effect on return on assets. Likewise, product, price, place, promotion and people have positive impact on return on equity. The study also reveals that effective marketing strategies have a significant and positive impact on the profitability of Nepalese commercial banks. Similarly, the results of the study suggest that management should realize the importance of marketing strategies for getting competitive advantage in the market.Therefore, the study concludes that marketing strategies in the form of product, price place, promotion and people.it will trend to increase the firm performance
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Impact of marketing strategies on bank performance in Nepalese commercial banks [printed text] / Dammer Binadi, Author . - 2018 . - 85p. ; GRP/Thesis. Languages : English | Abstract: | Banking sector business in Nepal is most competitive sector where marketing strategies one of the important tools to get competitive advantage in the market. There are marketing mix including product, price, place, promotion and people. Marketing strategy helps you create products and services with the best chances for making a profit. This is because marketing strategy starts with marketplace research, taking into consideration your optimal target customer, what your competition is doing and what trends might be on the horizon. Using this information, you determine the benefit customers and clients want, what they’re willing to pay and how you can differentiate your product or service from the competition. When you have a marketing strategy, your departments can better work with each other, because they are all working from the same plan. For example, your advertising people will talk with your product development people to determine what message you should send about your benefit. Your sales people will talk with the people responsible for managing your image to determine if they can offer discounts, coupons or rebates without damaging your brand. Marketing strategies are tools of organizations and it is a key indicator for organization to achieve its goals.
This study investigates the impact of marketing strategies on bank performance of Nepalese commercial banks. The study has employed descriptive and causal comparative research design to estimate the relationship between dependent variable such as return on asset and return on equity with independent variables (product, price, place, promotion and people). The study is based on primary sources of data as well secondary data. The primary data are used to extract the information about marketing strategies tools on bank performance of Nepalese commercial banks. Altogether 15 commercial banks were selected for the study and total of 180 questionnaires were collected. To achieve the purpose of the study structured questionnaire was prepared.
The study shows that product, price, place, promotion and people have positive effect on return on assets. Likewise, product, price, place, promotion and people have positive impact on return on equity. The study also reveals that effective marketing strategies have a significant and positive impact on the profitability of Nepalese commercial banks. Similarly, the results of the study suggest that management should realize the importance of marketing strategies for getting competitive advantage in the market.Therefore, the study concludes that marketing strategies in the form of product, price place, promotion and people.it will trend to increase the firm performance
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