D 2017

The Concept 5C of Tactical Marketing in Financial Services

BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ

Basic information

Original name

The Concept 5C of Tactical Marketing in Financial Services

Authors

BRACINÍKOVÁ, Veronika (703 Slovakia, belonging to the institution) and Kateřina MATUŠÍNSKÁ (203 Czech Republic, belonging to the institution)

Edition

Karviná, Decision making for Small and Medium-Sized Enterprises, p. 36-47, 12 pp. 2017

Publisher

OPF Karviná

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50204 Business and management

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

printed version "print"

RIV identification code

RIV/47813059:19520/17:00010861

Organization unit

School of Business Administration in Karvina

ISBN

978-80-7510-243-0

Keywords in English

marketing; marketing mix "5C"; financial services; primary marketing research
Změněno: 7/2/2020 10:57, RNDr. Daniel Jakubík

Abstract

V originále

In today's consumer times, marketing is not focused just on marketing issues, but it is part of wider context of enterprises and strategic, tactical and operational management of firms, companies, regions and other organizations. Marketing has basis in many models, starting with marketing mix. The traditional approach of seeing the marketing mix from the producer point of view has now changed to the customer´s perspective. There is a need of customer oriented marketing mix to satisfy the customers. So, the aim of this paper is to investigate impact of tactical marketing in the concept of 5C on consumer perceptions and behaviour. The analysis of primary marketing research data was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of customer value, costs to the customer, convenience, communication and customer approach. When deciding about the selection of financial institutions and financial products as fundamental criteria are said to be costs to the customer - pricing policy, convenience - physical availability of branches and their physical evidence.