Evaluation and study of effective factors in absorbing the sources by marketing mix in Bank Saderat Iran
Subject Areas : Jounal of Marketing Managementmaryam geranmayeh 1 , marziyeh geranmayeh 2
1 - Master of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Master of Human Resource Management, University of Tehran, Tehran, Iran
Keywords: services marketing, Price, marketing mix, place, Promotion, Product,
Abstract :
With the financial markets becoming more competitive and expanding the activity of private banks and financial institutions, paying more attention to marketing and applying effective marketing techniques and strategies to attract customers and increase deposits has become more important. The use of some mix of marketing factors such as accessibility and availability of services and the speed and variety of services provided and appropriate advertising can increase deposits in corporations and banks. The target of this research is to present a proper scientific strategy in order to apply the effective factors in absorbing the resources and to present a clear view of banking services marketing on marketing mix in branches of Bank Saderat Iran in Tehran. This research is descriptive survey and data collection and is based on questionnaire (a 5-point Likert scale) and cluster classification method is based on geographic regions. By taking into account the population Unlimited, sample size has been determined 318. Cronbach's reliability test achieved 97%. According to the results of the technique t-student and Freidman and Wilcoxon test criteria, the factors place, product, price and promotion have been respectively effective in attracting deposits. In terms of the gap between current and desired situation, respectively the place, promotion, price and product have been situated.
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_||_رمضانی، ع. (1385). "بررسی عوامل مؤثر بر تجهیز منابع (جذب سپردهها) در بانک سپه استان گلستان"، پایاننامه کارشناسیارشد، دانشگاه مازندران.
رازانی، ب. (1382). "بررسی و معرفی روشهای جدید و مؤثر جذب منابع مالی در شعب بانک تجارت استان لرستان"، پایاننامه کارشناسیارشد، دانشکده علوم پایه، دانشگاه آزاد واحد خوراسگان.
رمضانی، ع. (1385). "بررسی عوامل مؤثر بر تجهیز منابع بانک سپه استان گلستان"، پایاننامه کارشناسیارشد، دانشکده علوم انسانی و اجتماعی، دانشگاه مازندران.
زریباق، م. (1382). "بانکداری نوین ضرورتی در خردنگری بانکداری"، مجله تازههای اقتصاد، شماره 102، بانک مرکزی ایران.
Albaum, G. & Duerr, E. (2008). “International Marketing and Export Management”, New Yearsey: Prentice Hall.
Booms, B.H. & Bitner, M.J. (1981). “Marketing Strategies and Organization Structure for Service Firms,” In Marketing of Services, J. Donelly and W. Geoge, Eds, NY: American Marketing Association, PP. 47-51.
Doole, I. & Lowe, R. (2004). “International Marketing Strategy. London: Thomson Learning.
Dębski, D. (2007). “Ekonomika i organizacja przedsiębiorstw”, Warszawa: WSiP.
Ferrel, O.C. & Hartline, M.D. (2002). “Marketing strategy”, Mason: Thomson South-Western.
Forsberg, B. (2010). “Fritt fall – spelet Om Swedbank”, Stockholm: Ekerlids förlag.
Grzegorczyk, W. (1997) “Strategie marketingowe banków”, Warszawa: Wydawnictwo naukowe Pwn.
Grzywacz, J. (2006). “Marketing w działalności banku”, Warszawa: Difin.
Gębarowski, M. (2010). “Współczesne targi. Skuteczne narzędzie komuniacji marketingowej”, Gdańsk: Regan Press.
McCarthy, J. (1960). “Basic Marketing: A Managerial Approach”, Homewood, IL: Irwin.
Kotler, P. & Keller, K.L. (2007). “Marketing management”, London: Prentice Hall.
Kotler, P., Armstrong, G., Wong, W. & Saunders, J. (2008). “Principles of Marketing”, London: Prentice Hall.
Lipowski, M. (2003). “Marketing bankowy”, Lublin: Wydawnictwo Uniwersytetu Marii-Curie Skłodowskiej.
Larsson, L. (2001). “Tillämpad kommunikationsvetenskap”, Lun: Studentlitteratur.
Mühlbacher, H., Helmuth, L. & Dahringer, L. (2006). “International Marketing - A Global Perspective”, London: Thomson Learning Publisher.
Mazurkiewicz, L. (2002). “Marketing bankowy”, Warszawa: Difin.
Szczepańska, K. (2009). “Koszty jakości”, Warszawa: Placet.
Yin, R.K. (2003). “Applications of case study research”, Applied Social Research Methods Series, Thousand Oaks, California: Sage publications, Inc, Vol. 34.