Cases in Marketing Financial Services by Christine Ennew, Trevor Watkins, Mike Wright

April 3, 2017 | Sales | By admin | 0 Comments

By Christine Ennew, Trevor Watkins, Mike Wright

Written to enrich "Marketing monetary companies" via a similar authors, this casebook offers particular functional purposes for the foundations, innovations and strategies constructed in that textual content. Ten longer situations and ten brief instances disguise purposes in development societies, banks, insurance firms, unit/investment trusts, property organization and company monetary companies provisions

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In the longer t e r m the society is conscious that mortgage lending is a maturing market. T h i s reflects a n u m b e r of factors. First, it is possible that an upper limit exists in respect of the growth of owner-occupation as a form of housing tenure. Owner-occupation currently stands at 64 per cent of total housing tenure and research suggests that the u p p e r limit is likely to be around 75 per cent. Second, the rate of household formation is expected to decline quite sharply from 220,000 per year in the decade to 1991 to only 100,000 per year in the decade to the year 2 0 0 1 , causing an absolute decline in the n u m b e r of young households.

You may well identify more than one course of action which could be taken, in which case you may r e c o m m e n d that there are several possible solutions. If so, you should detail the solutions, their implications and the pros and cons associated with each. You do not have to come u p with a definitive answer, nor is there a 'right' answer. It is more important to be able to present a wellreasoned and logical argument for a particular recommendation. Case 1 Allied Building Society Leigh Drake, Ian Morison and Richard Speed L o u g h b o r o u g h University Banking Centre Introduction T h e first building society was established in Birmingham in 1775 as a m u t u a l fund for the purpose of financing the housing of m e m b e r s of the fund.

T h e s e customers tend to be traditionalist, and therefore less likely to respond to the cross-selling of newer, higher profit services. T h e second reason is because of the importance of relationships in personal banking. T h e society is thought to be losing out in terms of customer loyalty to institutions such as the banks because contacts with the customer are n o t so frequent nor based on as great a range of products. T h e fear is that the stronger relationship enjoyed with customers by the bank in particular will lead those customers n o t only to adopt the bank as supplier of the m o r e profitable 'peripheral' financial services, b u t also as their mortgage lender, and thus the Allied will lose out in its core business area.

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