BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. The Concept 5C of Tactical Marketing in Financial Services. In Decision making for Small and Medium-Sized Enterprises. Karviná: OPF Karviná, 2017, p. 36-47. ISBN 978-80-7510-243-0.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
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
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:57.
Abstract
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.
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