- Author
- Pluta-Olearnik Mirosława
- Title
- Zamożne gospodarstwa domowe jako klienci banku
The Well Situated Households as Bank Clients - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing (10), 1998, nr 800, s. 135-144
- Issue title
- Problemy teorii i praktyki marketingu
- Keyword
- Zarządzanie bankiem, Strategia rynkowa, Obsługa klienta, Badania marketingowe
Bank management, Market strategy, Customer service, Marketing research - Note
- summ.
- Abstract
- W artykule przedstawiono problem identyfikacji zamożnych gospodarstw domowych w Polsce. Następnie omówiono problematykę związaną z oczekiwaniami ważnych klientów detalicznych wobec banków oraz warunkami, jakim muszą sprostać banki podejmując się obsługi tego segmentu klientów.
The conditions to gain and to keep important clients for a bank - well-off households - is a well planned action within particular elements of market strategy. One must not undertake such an action without good knowledge of needs, expactations and marketable behaviours of households, but also without well prepared programs of marketing activity. Enforcing a new product, especially the pocket of bank's products adressed to rich clients, requires creating programmes of distribution and promotion. Realisation of these programmes connected with concrete organizational changes (for example creating the position of an account manager) and technological changes (for example electronic banking). Both commercial and foreign banks going in Poland tend to gain the segment of well situated inividual clients and their hoseholds, which signals market battle for keeping and gaining those clients. It also means the development of banks marketing strategies in this market segment, especially product strategies and distribution strategies supporitied by promotion activities. (original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics - Bibliography
-
- Jerschina J., Bujak K.: Dochody i wyposażenie gospodarstw domowych a korzystanie z usług i produktów bankowych. [w:] Banki a gospodarka polska. T. 1, Kraków 1994.
- Cited by
- ISSN
- 0324-8445
1426-8604 - Language
- pol
