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Rehker Martin
Informacja marketingowa jako czynnik sukcesu usługodawców finansowych działających w segmencie klientów detalicznych. Cz. 3 - Rozwój produktu
Product development
Bank i Kredyt, 2005, nr 4, s. 64-75, bibliogr. 29 poz.
Usługi finansowe, Bankowość detaliczna, Informacja marketingowa, Produkty bankowe, Obsługa klienta, Proces podejmowania decyzji, Decyzje konsumenckie
Financial services, Retail banking, Marketing information, Bank product, Customer service, Decision making process, Consumer decision
W artykule skoncentrowano się na temacie rozwoju produktu. Podkreślono, że rozwój produktu powinien uwzględniać potrzeby klientów w odniesieniu do oferty, dostępności, ceny itd. Składają się na niego rozwój nowych produktów i nowych linii produktów, rozwój i poprawa istniejących produktów oraz nowe pozycjonowanie istniejącego produktu. Głównym celem rozwoju produktu jest stworzenie takiego wyboru ofert, który prowadzi do możliwie długotrwałej lojalności korzystających z nich klientów. Przedstawiono specyfikę procesu podejmowania decyzji przez klienta w branży usług finansowych. Przybliżono wzorcowy proces rozwoju produktu. Opisano i oceniono najważniejsze metody możliwe do zastosowania w fazie testowania koncepcji, z punktu widzenia badania rynku. Na koniec podano konkretne zalecenia co do metod, które powinny być stosowane przez usługodawców finansowych w segmencie klientów detalicznych.

The important role of information about market, customers and competitors in product development as success factor for financial service providers in the Retail segment is discussed. Concretely, a recommended approach in this topic area is presented, applicable market methods are described and compared. This topic area is of high importance, as customer needs develop and a competitive edge cannot always be gained basing only on traditional products. Innovative products, smart packaging and smart pricing are required. A systematic approach to actively shaping the service provider's offer is called for. Basing on a typical product development process, the article derives the core questions, marketing has to answer. For the most complex step of product development, concept testing, available market research methods are presented. A comparative strength-weaknesses analysis allows pinpointing the optimal method for a given problem and in a given situation.The article concludes in emphasizing, that professional, modern and adequate market research in product development should not stay the domain of other industries. Modern, well tested and highly effective methods are available for the financial industry and should be applied in a focused way. (original abstract)
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