BANKING DIPLOMA EXAMINATION
Banking Diploma Courses in Bangladesh under The Institute of Bankers, Bangladesh (IBB)
Marketing of Financial Services-JAIBB
A. Consumer behaviour in marketing management :
1. Situation analysis :
(a) Consumer / Market behaviour :
(b) Internal / Company factors :
(c) Competitive factors :
2. Marketing strategy :
(a) Market segmentation :
(b) Product differentiation :
(c) Innovation :
(d) Achieving greater sales volume to present customers :
(e) Gaining supply or distribution leverage :
(f) Diversifying into new market :
3. Marketing program :
(a) Product decision :
(b) Price decision :
(c) Distribution decision :
(d) Promotion decision :
B. Role of consumer behaviour in the design of marketing program,
C. Consumer research process :
1. Developing research objectives :
2. Collection secondary data :
3. Designing primary research :
(a). Quantitative research design :
(i) Observational research :
(ii) Experimental :
(iii) Surveys :
(b) Quantitative research data collection instruments :
(i) Questionnaire :
(ii) Attitude scales :
(c). Qualitative research design and data collection :
(i) Depth interviews :
(ii) Focus groups :
(iii) Projective techniques :
(iv) Metaphor analysis :
(d) Consumer satisfaction measurement :
(i) Consumer satisfaction survey :
(ii) Mystery shopper :
(iii) Complain analysis :
(e) Sampling and data collection :
(i) Sample :
(ii) Probability sample :
(iii) Non probability sample :
4. Data analysis and reporting research findings :
