Topic: Market segmentation

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  • 40 Marks

SMM – APR 2024 – L4 – Q1 – Development of 5-Year Strategic Marketing Plan for New Investment Product

Develop a 5-Year Strategic Marketing Plan for a new investment product targeted at high-net-worth bond holders affected by Ghana's DDEP, focusing on value creation in the banking sector.

Any investment decision should be aimed at a coherent objective of creating value. As a result of Ghana’s Domestic Debt Exchange Programme (DDEEP), the value of Government of Ghana Bonds as well as sales has reduced considerably. Potential and existing investors who are highnetwork individuals are now diversifying their investments from the bonds.

Your Bank after market research on bonds purchased has decided to develop a new investment product targeted at those potential and existing bond holders. The success of any New Product Development includes the development of a Strategic Marketing Plan for the product. As the Head of Business Development of your Bank, you have been asked by the Chairman of the Product Development Committee to develop a 5-Year Strategic Marketing Plan for the new product.

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  • 20 Marks

MFS – APR 2024 – L4 – Q7 – Consumer Buyer Behaviors in Financial Services

Explain five factors that could affect a potential retail customer's choice of a retail bank, in the context of consumer buyer behaviors in financial services.

The essence of Marketing revolves around identifying and satisfying customer needs.Therefore, understanding the consumer and organizational buying behavior and the various stages in the buying process is a prerequisite for successful selling. Consumer Buyer Behaviurs in Financial Services affect the choice of a retail bank. In your role as the Head of Retail Banking Department of your Bank, you are to submit a paper to your General Manager. Client Service, explaining five (5) factors that could affect the choice of a Retail Bank by a potential retail customer.

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  • 40 Marks

SMM – APR 2024 – L4 – Q1 – Development of 5-Year Strategic Marketing Plan for New Investment Product

Develop a 5-Year Strategic Marketing Plan for a new investment product targeted at high-net-worth bond holders affected by Ghana's DDEP, focusing on value creation in the banking sector.

Any investment decision should be aimed at a coherent objective of creating value. As a result of Ghana’s Domestic Debt Exchange Programme (DDEEP), the value of Government of Ghana Bonds as well as sales has reduced considerably. Potential and existing investors who are highnetwork individuals are now diversifying their investments from the bonds.

Your Bank after market research on bonds purchased has decided to develop a new investment product targeted at those potential and existing bond holders. The success of any New Product Development includes the development of a Strategic Marketing Plan for the product. As the Head of Business Development of your Bank, you have been asked by the Chairman of the Product Development Committee to develop a 5-Year Strategic Marketing Plan for the new product.

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  • 20 Marks

MFS – APR 2024 – L4 – Q7 – Consumer Buyer Behaviors in Financial Services

Explain five factors that could affect a potential retail customer's choice of a retail bank, in the context of consumer buyer behaviors in financial services.

The essence of Marketing revolves around identifying and satisfying customer needs.Therefore, understanding the consumer and organizational buying behavior and the various stages in the buying process is a prerequisite for successful selling. Consumer Buyer Behaviurs in Financial Services affect the choice of a retail bank. In your role as the Head of Retail Banking Department of your Bank, you are to submit a paper to your General Manager. Client Service, explaining five (5) factors that could affect the choice of a Retail Bank by a potential retail customer.

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