BWBB 3053 FINANCIAL MARKETING SERVICES A151

PASS YEAR QUESTIONS

SEMESTER ONE 2005 / 2006
No.

Questions

Marks

Briefly explain FOUR (4) pillars of marketing concept that support marketing activities in a
bank.

8
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2 a) Explain THREE (3) important steps in decision making process relating to marketing
financial services.

9
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2 b) Explain and give THREE (3) examples of micro environment forces in marketing of
financial services.

6
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Briefly discuss THREE (3) categories of research findings from Christopher Lovelock
(1984) that is related to the financial services customers.

6
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4 a) List FIVE (5) basis of segmentation m financial service in order to produce an effective
product market.

5
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4 b) What is empirical research in the context of marketing financial services? Explain

THREE (3) reasons as to why empirical research is carried out.

8
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Discuss FIVE (5) processes in an effective personal selling.

Elaborate FIVE (5) differences between public relation and advertising in marketing
financial services.

10
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Discuss the importance of relationship development between financial institutions and

clients. Explain FIVE (5) processes in building up the relationship.

10
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Explain how you can apply the following areas as the main functions of marketing
research.
i.
market segmentation
ii.
evaluation of marketing programs
iii.
measurement of the results

10
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16
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iv.
9

decision making

Evaluate and compare factors affecting trends in financial services development in

Malaysia over the last five years. Provide factors affecting an indication of what you
believe the future trends might be. Justify your prediction.

12
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SEMEMSTER TWO 2006 / 2007

No.

Questions

1 a) There are more evidences suggesting that the marketing strategy were more prominent in
financial services organizations (Ennew, Watkins and Wright, 1990; Glaister and Thwaites,
1992). Based on the above findings, you as a marketing manager are required to give TWO (2)
types of defensive strategies and discuss how these strategies could be implemented in your
bank.

1 b) Define what is marketing communication and explain THREE (3) objectives of

communication.

Marks

10
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7.5
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Briefly describe ONE (1) basic measurement tool that has been used in measuring the
effectiveness of promotion.

2.5
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2 a) Deregulation in financial services for instance AFTA and WTO agreement has increased
competition between providers and brought retailer into the industry, thus providing more
choice for the consumer. Nowadays, superior customer care may be seen as a mechanism to
achieve differentiation and a competitive advantage to the financial services provider.
Based on that statement, discuss FOUR (4) ways how our financial services provider could
manage their customers and at the same time will achieve the company's objective.

12
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1 c)

2 b)

2 c)

Explain THREE (3) factors how effective customer relationship management (CRM) will
bring benefit to the financial services providers.

6
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Explain TWO (2) advantages of using secondary data in conducting marketing

research.

2
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Identify TWO (2) types of primary data method.

4
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2 d)

3 a) Discuss THREE (3) main reasons why financial services sector today focused on personal
selling as one of their promotional tools.

9
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3 b)

6
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Discuss THREE (3) functions of advertising in financial services sector.

Describe THREE (3) reasons why banks are not interested in doing marketing research.

6
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4 a) Discuss THREE (3) of the marketing strategies that could be implemented by banks or other
financial institutions for their specific target market group.

9
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4 b) Describe TWO (2) marketing objectives that have to be included in structuring marketing
plan.

4
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3 c)

4 c)

5
i)
ii)
iii)
iv)

Discuss THREE (3) main reasons why marketing plan is important to financial institutions.

6
MARKS

Explain what and how you can apply the following areas in conducting market research.
16
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Market segmentation
Evaluation of marketing programs
Measurement of the results
Decision making

SEMESTER ONE 2007 / 2008

No.

Questions

Marks

1 a) How does the American Marketing Association define marketing?

3
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1 b) Name THREE (3) generic needs a financial customer seeks to satisfy.

3
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1 c)

5
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Why is Internal Marketing so important in today's marketing of banking services?

1 d) How does technology affect the "Marketing-Mix" of a bank? Give THREE (3) examples.

A financial service can be divided into core service and several supplementary services.
Briefly explain FIVE (5) supplementary services a bank can offer and why they are important
to a customer who wishes to obtain a bank loan.

9
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10
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3 a) Discuss TWO (2) criteria that the financial institutions must fulfill in order to achieve
effective market segmentation.

4
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3 b) The bank could apply one of the three market coverage strategies for a target market
segment that the bank intents to serve. Elaborate TWO (2) of the strategies.

4
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3 c)

4
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Describe TWO (2) functions of advertising on financial products and services.

3 d) Advertising policies of various banks have evolved through three main stages, namely initial
stage, second stage and third stage. Elaborate each of the stages involved.

6
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4 a) Discuss TWO (2) reasons why fear appeal is used in promoting financial services.

4
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4 b) Your manager has asked you to conduct a marketing research on the effectiveness of your
bank's website. Prepare a diagram showing research process you would need to follow
and discuss the processes in details.

10
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5 a) En. Khairul has been lining up for 20 minutes and is at Maria's counter but she is now due
to go for lunch. On seeing the customer, Maria closed the window and walked away
without saying a word to En. Khairul.

3
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What priority should Maria adopt and what should she do in this situation?

5 b) Pn. Juhaida is opening a savings account and in the midst of operation, the teller is
called away to answer a phone call. He chatters and laughs away at the phone for 10
minutes despite Pn. Juhaida knocking at the teller window to draw his attention. All
this while the savings account officer is around but chooses to ignore Pn. Juhaida.
In this situation what do you think the teller and the supervisor should do?

3
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5 c)

En. Ghazali, a Senior General Manager of a local firm and the ex-Personnel Manager of
your bank, lost his Master Card while he was in USA. He did report the loss. On his
return he immediately went to your bank's Card Centre and asked the clerk whether he
could get the replacement card within the next 2 days. She replied: "Sorry it can only be
done in 10 days". When En. Ghazali told her who he was, she called the officer who came
and said: "You will get the card in 10 days". Apparently En. Ghazali also had a gold
VISA card from Citibank and he also lost that card too while in USA. When called at
Citibank the lady clerk remarked: "En. Ghazali, we have been looking for you with
regards to your lost VISA Card". When En. Ghazali asked whether he could get a new
card within the next 2 days, she replied: "We can give you the card tomorrow if you
want".
i)

Is your bank a customer oriented bank? If not, explain your answer.

ii)

In your opinion what impression would En. Ghazali have on both banks?

5 d) A young businessman came to the ABC bank to purchase a demand draft favoring a
beneficiary in Hong Kong. After filling up the forms she was told to pay the money to the
cashier at Counter No. 2. She did that and the cashier, after receiving the cash told her to
wait for the Demand Draft to be processed. She waited for 30 minutes and when she asked
the cashier about the Demand Draft she was told to enquire at Counter No. 5. There was
quite a long queue and when she approached the "window", the clerk told her, without
finding out what she wanted, to queue up. Meekly she did and it took her 45 minutes to
realize that the Demand Draft was ready and stacked up, and, all that was needed was for
the officer to sign.

i)

What is your view on asking the customer to pay cash at Counter No.2?

ii)

What do you think the cashier at counter No. 2 should do in the first place?

iii)

How should the clerk at Counter No. 5 handle the customer?

iv)

What do you think should be the officer's priorities?

6 a) You have just graduated with first class degree from UUM and have been hired as the
marketing officer for the new branch of Bank Rakyat, a suburban branch that will soon be
serving a local community of 120,000 people. The town is adjacent to a major metropolitan
area with a total population of well over 1 million. Opening day for the newly Bank is just two
months away, and the Chief Executive Officer (CEO) and board of directors are concerned
that the new bank may not be able to attract enough depositors and good-quality loan customers

i)
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ii)
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i)
2
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ii)
2
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iii)
2
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iv)
2
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i)
4

to meet its growth and profit projections. Your task is to recommend the various services the
bank should office initially to build an adequate customer base. You are asked to do the
following:
i)

i) Identify the types of information you will need about the local community to help
you decide which of your bank's services are likely to have sufficient demand to
make your branch profitable.

ii)

ii) Identify services that you think are essential to customers and that should be
offered on the opening day and those that can be offered later as the bank grows.

iii)

iii) Briefly describe the kind of advertising campaign you would like to run to help
the public see how your bank is different from all the other financial service
providers in the local area.

6 b) Explain the concept of defensive strategies in bank marketing and discuss TWO (2) strategies
which can be used by Eon Bank in order to become more competitive in the financial industry.

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ii)
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iii)
3
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7
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SEMESTER TWO 2007 / 2008

No.

Questions

Marks

1 a) Explain and give THREE (3) examples of microenvironment forces in marketing of financial
services.

6
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1 b) Discuss FOUR (4) unique characteristics of services in comparing with goods, which will have
a certain implications for the strategy of bank financial services marketing mix.

8
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1 c)

6
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2 a)

2 b)

2 c)

Explain and give ONE (1) example for each of the following terms:
i.
Positioning
ii.
Differentiation

It is evident that there are several ways to segment a market. Discuss TWO (2) ways of
segmenting a market based on the customer profiling method, which financial institutions may
employ in helping them to develop an efficient marketing strategy.

8
MARKS

In order for segments to be useful in selecting the target market, they must fulfil several
criterions of effective segmentation. The application of this criterion may help define the
potential profitable market segments. Discuss THREE (3) of the criterions.

6
MARKS

Financial services distribution is subject to changes in the environment. The changes come
from three main sources namely technology, competition and customer's preferences. Discuss

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TWO (2) of the sources (with example).

3 a) Based on Palmer (2000), marketing research is defined as a "researching the whole of a

company's marketing processes". Referring to this definition, discuss in details what are the
FIVE (5) steps involve in the marketing research process.
In Marketing Information System (MIS), there are several main sources of developing
3 b) information. Justify THREE (3) of the sources.

3 c)

Indicate FOUR (4) key requirements of marketing research information.

4 a) Explain TWO (2) principle of advertising.

4 b) The types of advertising that a bank may adopt will depend upon its short-term and longterm objectives. A bank that is attempting to achieve a long-term build up of its name will
be particularly interested in institutional advertising. While, a bank that is more interested
in building up a brand name would adopt a policy of brand advertising. Elaborate on both
types of advertising that may choose by the financial providers.

10
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6
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4
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3
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8
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Justify THREE (3) reasons why fear appeals works in the promotion of financial services.

6
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Identify the differences between "pulling strategy" and "pushing strategy" in promotion.

3
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5 a) Examine THREE (3) major stages m formulating a marketing strategy in financial

institutions.

3
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5 b) Generally, defensive marketing strategies goal is to protect existing customers and

maintain the present market share. Discuss TWO (2) defensive strategies that can be
occupied by the financial institutions in Malaysia and explain how these strategies could
be carried out in their companies.

9
MARKS

4 c)
4 d)

5 c)

Discuss THREE (3) strategies involve in the process of identifying the target market
based on the research done by Howard Choo and Michael (1993).

9
MARKS

SEMESTER ONE 2008 / 2009

No.

Questions

1 a) Consumer banking is becoming popular in Malaysia. Why is there a sudden interest in

Marks
5

consumer banking?

MARKS

1 b) Briefly explain how technology is changing the landscape of consumer banking.

5
MARKS

2 a) Financial services distribution strategy is influence by three important sources. Discuss TWO
(2) of the sources and give an example for each source.

6
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2 b) Explain why psychographic or demographic profiling is very important m creating customer

profiles.

3
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2 c)

4
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Discuss TWO (2) main impacts of deregulation on the world financial market.

2 d) Distinguish between core services and supplementary services along with an example for
each category of services.

3
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3 a) Briefly discuss the process of "The Five C's" which necessitate the bank to do marketing
research.

5
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3 b) You have just been appointed as a marketing officer for the new branch of ABC Bank in Alor
Star. Due to stiff competition from other banks in the town, the branch manager is concerned
that the new branch may not be able to attract customer especially in retail loans. Therefore,
your manager has asked you to conduct a marketing research on the topic concerning the needs
and wants of consumer towards banking products. Prepare a diagram to show research process
you should follow and briefly discuss the process in sequence.

10
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4 a) Identify THREE (3) forms of advertising.

4 b)
4 c)

Discuss TWO (2) major types of advertising and the function for each type of advertising.

Discuss TWO (2) advantages of personal selling.

4 d) In order to be effective, the message needs to have a theme, appeal or unique selling
preposition. Justify TWO (2) of the appeals.

3
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6
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4
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6
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5 a) What are the relationship between corporate strategy and marketing plan?

5 b) What are THREE (3) major stages in formulating a marketing strategy in banking?

5 c)

Briefly explain defensive marketing strategies for banks.

6 a) In principle, Porter's Generic Strategy Model analysis is generally used for organising
information and providing guidance for a bank's marketing environment. Describe Porter's
Generic Strategy Model analysis.

6 b)

Two sister aged 15 and 21 years old came to our Branch to open a Fixed Deposit Account. The
elder sister signed the forms and waited for the certificate. Having waited for 20 minutes,
the 15 years old girl asked the sister why they have wait that long. The sister replied: "We
have to wait for our name to be called". An officer who was around the counter heard the
conversation and he then approached the Teller's counter to enquire about the Fixed Deposit.
The teller replied that the transaction was completed 15 minutes ago and was now with the
Funds officer who was busy chatting away at the phone and not attending to the customer's
transaction vouchers that are on his desk.

i.
ii.

6 c)

5
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9
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6
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10
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i.
2.5
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ii.
2.5
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To what extent is the teller contributing to the poor customer service?

What should the officer have done in this situation?

Company ABC is highly valued customer of the bank and because of its financial strength
and name the company, when granting the facilities did not asked for the Directors'
guarantee. One day the Financial Director came to the bank and one of the officers, who
knew him well, jokingly said: "How come your company is exempted from giving the
company a guarantee?" When asked why he made the remarks he said: ''No reason, for
fun only".
i.

What do you think would be the customer's impression of the bank?

ii.

As a manager, how would you "handle" the situation of this incident as relayed to
you?

SEMESTER TWO 2008 / 2009

i.
2.5
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ii.
2.5
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No.

Questions

Marks

Product strategy is affected by the environment in which the strategy is implemented.

Discuss the THREE (3) main aspects of the environment that particularly influence the
product strategy.

9
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1 b) There are certain factors that influence over the pricing of financial services such as costs,
customers, competitors and constraints. Financial service providers often use competitor's
prices as their benchmarks. Briefly explain TWO (2) options that a firm can choose in
setting a price.

3
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1 a)

1 c)

Financial service distribution channels come in many forms ranging from high to low personal
contact between providers and receivers. Discuss TWO (2) of the main distribution channels.

2 a) You have been given a task to select a segmentation strategy of your bank. Discuss TWO (2)
of the segment strategies that your bank could adopt.

2 b)

"The largest or fastest growing segments are not necessary always the most attractive
segment for a financial institution". Why? Give TWO (2) reasons to justify your answer.

5
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5
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5
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In order to set a target segment, a bank commonly focusing on the "ACE" characteristics
of a customer. Explain the "ACE" characteristics.

6
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3 a) One of the most important aspects of product strategy relates to the development of new
products. Discuss in details the process of new product development. Support your answers
with a diagram to show the process.

10
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2 c)

3 b) Even though marketing research is an important source for a firm to known about their
marketing process, yet there are many firms refuse in doing market research. Discuss THREE
(3) reasons for not doing marketing research.

4 a)

4 b)

Explain and give ONE (1) example for each of the following:
Competitive advertising
Pioneer advertising

Sales promotion is a form of a short term incentives used to encourage the purchase of sale of a

6
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4
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product or services. Sales promotion consists of two distinctive qualities known as 'bargain
chance' and 'product demeaning'. Briefly discuss each of the terms.

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In choosing an appropriate type of advertising, a financial service firm can choose either to use
an institutional advertising or brand advertising depending on the firm objectives. Explain and
discuss both type of advertising.

8
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5 a) There are several ways in which a financial institution can communicate with its target
audiences in order to promote its products and services. A firm can choose either a personal or
non-personal communication. Explain TWO (2) of the non-personal communication and list
out one advantage and disadvantage of each type of communication.

8
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5 b) Indicate the SIX (6) steps in developing an effective communication.

6
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5 c)

Message need to have an appeal in order to be effective. Briefly explain TWO (2) forms of
message appeals that could be used in promoting financial services.

4
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6 a) According to Kotler "Marketing strategy is a set of alternative, policies and rules that
guides over time the firm's marketing effort". Discuss the THREE (3) major stages in
formulating a marketing strategy.

9
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6 b) Differentiate between defensive strategy and offensive strategy and give an example for each
type of strategies.

4
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6 c)

4
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4 c)

Briefly explain the differences between the traditional approach and the modern approach of
customer relationships management.

SEMESTER ONE 2009 / 2010

No.

Questions

Marks

1 a) List down THREE (3) objectives of advertising in marketing of financial services.

3
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1 b) Briefly explain each of them.

7
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Discuss TWO (2) merits and TWO (2) demerits of the following:

Advertising
Promotion
iii.Personal selling

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iv.Publicity
Identi
Identi
3 a) Identify FIVE (5) differences between traditional and modem CRM approach.

3 b) The top management of your bank wishes to apply CRM as on of the key strategies to increase
your bank performance. In this context, you are required to write a proposal paper to your top
management highlighting:
i.
ii.

4 a)

FIVE (5) important characteristics of CRM.

How CRM can benefit and brings value to your bank? (Discuss only TWO (2) major
benefits).

Appendix I and II on page 7 and 8, illustrates the financial product of two banks namely
CIMB and BIMB. Based on the illustrated advertisement:

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i.
10
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ii.
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10
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You are required to list down FOUR (4) similarities and FOUR (4) differences of the
unique features of the credit card of the two banks.

4 b) Based on your answer in A, discuss the application of advertising principles used by

both CIMB and BIMB in promoting their credit cards in terms of:
i.
Information
ii.
Objectives
iii. Image
iv. Effective of media used

10
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Assuming you are a bank executive based in Alor Setar Branch. Your bank aims to launch a
new product in 3 months' time. Below is the relevant information:
Product type : Housing Loan
Target market : Single Terrace I Semi-Detached
(RM 1 10,000 - RMI 80,000)
Target sale
: RM 4,000,000 per year
Product sample: "advertisement"
Based on the above information, you are required to prepare a marketing plan encompassing
the following:
i.
Product positioning

30
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ii.
Prospective customers
iii. Action Plan (marketing communication, sales, promotion and advertisement)
iv.
Marketing time-line (time frame)
v.
Marketing budget

SEMESTER TWO 2009 / 2010

No.

Questions

1 a) Mr.Rafi, is a new marketing officer at one of financial institution in Malaysia. This institution
provides various financial services. However he observed that some of the products offered
were unable to penetrate the market. From his analyzing, he found that management team
should revise the marketing strategies especially in market segmentation.

Marks

9
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Discuss THREE (3) ways of segmenting a market based on customer profiling method, which
financial institution may employ towards developing an efficient marketing strategy.

1 b)

1 c)

In order for segments to be useful in selecting the target market, they must fulfill several
criterions of effective segmentation. The application of this criterion may help define the
potential profitable market segments. Discuss TWO (2) of the criterions.

Market segmentation in banking sector is unique. The different types of banking indicate that
the different types of customers that the banks served or the needs their activity satisfy.
Consumer banking is one of the example, and in Malaysia there is a sudden interest in
consumer banking.

5
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6
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Describe about consumer banking and what are the THREE (3) reasons that attribute to
sudden interest in consumer banking?

1 d)
Briefly explain how technology is changing the landscape of consumer banking.

5
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2 a) Briefly discuss the process of "The Five C's" which necessitate the bank to do marketing
research.

5
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2 b) You have just been appointed as a bank marketing officer in Changlong. Due to stiff
competition from other banks, the branch manager found that the sales figure of retail loan
has been dropped compared to previous year. Therefore, the manager asked you to conduct a
marketing research due to problem occurred. Prepare a diagram to show research process

10
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which you should follow and briefly discuss the process sequence.
3 a) The types of advertising that the bank may adopt will depend upon its shortterm and long term objectives. A bank that is attempting to achieve a long
-term build up of its name will be particularly interested in institutional
advertising. While the bank that is more interested in building up a
brand name would adopt a policy of brand advertising. Elaborate on
both types of advertising that may choose by the financial provider.

The bank usually encountered with two basic problems such as the customers are unable to
3 b) distinguish one bank from another and bank has a poor image. Therefore the advertising
has been strongly believed is able to settle the problem. Discuss the "forms and roles" of
advertising.

3 c)

Discuss the FOUR (4) elements of marketing promotion mix.

8
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4
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4 a) What are the relationship between corporate strategy and marketing plan?

5
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4 b) What are THREE (3) major stages in formulating a marketing strategy in banking?

3
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4 c)

Generally defensive marketing strategies goal for the financial institution is to protect existing
customers and maintain the present market share. Discuss TWO (2) types of defensive
strategies that can be occupied by the financial institution and explain how these strategies
could be carried out in the organizations.

9
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4 d) The strategies for financial institution will be influenced (depend) on several factors. Please list
down THREE (3) factors that influence the strategies?

3
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5 a) In principle, Porter's Generic Strategy Model analysis is generally used for organizing
information and providing guidance for a bank's marketing environment. Describe Porter's
Generic Strategy Model analysis.

10
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5 b) Changes in the external environment can affect the desirability of the potential strategies of
financial institution due to changes in its relative position in the market. Discuss the following
external environment factors:-

6
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i)
ii)

Legal
Technology

iii)

5 c)

Competition

Discuss about a new approach to marketing style whereby currently financial institutions
portray themselves as a "One Stop Financial Services Centre".

4
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SEMESTER ONE 2010 / 2011

No.

1 a)

Questions
Mr. Halim, is a manager in marketing department at Jordan Bank in Malaysia. However, lately
the sales of the bank's products / services has been declined. Therefore the top management has
asked him and other marketing team members to review the bank's marketing mix
strategies.

Marks

20
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Discuss in details FOUR (4) elements in marketing mix strategies that can help the Jordan
Bank to increase the sales together with the examples of each strategy.

1 b) Development of new product is one of the most important aspects of product strategy. Discuss
in details the process in New Product Development. Support your answers with the diagram to
show the process.

2 a) In consumer banking and corporate banking, the bank targets the segments that adhered to the
common characteristics that typify as "ACE" customer.
Explain "ACE" characteristics.

2 b) Even though marketing research is important source to the firm to know about their marketing
process, yet there are many firm refuse to do marketing research.
Discuss THREE (3) reasons for not doing the marketing research.

3 a) Explain and give ONE (1) example for each of the following.
i. Pioneer Advertising
ii. Competitive Advertising
iii. Reinforcement Advertising

3 b) Discuss the following THREE (3) elements of marketing promotion mix and give TWO (2)

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6
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examples each of followings.

According to Kotler, marketing strategy is a set of alternative, policies and rules that guides
over time the firm's marketing effort. In banking, the marketing strategies have been
categorized into 3 types.

12
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Discuss these THREE (3) types of bank's marketing strategies.

i. Defensive
ii. Offensive
iii. Rationalisation

Customer Relationship Management is important to organization.

Define what is Customer Relationship Management (CRM) and discuss THREE (3) reasons
why does the organization need CRM.

6 a) Indicate SIX (6) steps in developing effective communication.

6 b) There are several ways in which financial institution can promote its products and service to
target audience. Financial Institution can choose personal or non-personal selling.

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12
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8
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Give TWO (2) examples of non-personal selling and discuss TWO (2) advantages and
disadvantages of using non-personal selling promotional mix.

SEMESTER TWO 2010 / 2011

No.

Questions

1 a) Mr. Ali is a manager in marketing department at Al-Rajha Bank in Malaysia. Lately many
buyers started to question about the quality of the products / services which they bought from
the bank. This feeling is being called post-purchase dissonance. Mr. Ali conducted the
marketing research and finally he found that the root for the problem occurred was due to the
unpleasant feelings of buyers created by rival thoughts.

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10
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Please suggest FOUR (4) tactics how Mr. Ali can reduce consumer dissonance in this case.

1 b)

Consumer banking is one of the important market segment in the banks.

i. Discuss in details about consumer banking.
ii. Give TWO (2) reasons why banks have sudden interest in consumer banking?
iii.
Briefly explain how technology is changing the landscape of consumer banking.

15
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2 a)

What is the definition of marketing research according to American Marketing

Association?

2 b) What is the definition of marketing research according to PALMER 2000?

2 c)

Prepare the diagram to show the research process and discuss the process sequence.

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3 a) Advertising has its own roles in banking. These roles have been coming against basic
i) problems in the banks. Explain these TWO (2) basic problems in the banks which can be
settled by doing the advertisement.

6
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3 a) In order to overcome the above problem, every bank has its own advertising policy and this
ii) policy required the bank to evolve through stages.
ii)
Discuss these THREE (3) main stages in advertising policy of the bank.

9
MARKS

3 b) ABC Bank is going to launch new housing loan product. Your manager required you to
propose the best advertising channel. Give your answer based on the following questions.
i)
Discuss TWO (2) types of advertising channels and give TWO (2) examples of each
channel.
ii)
Give TWO (2) advantages and TWO (2) disadvantages of both advertising
channels.
iii)
Propose to your manager the best advertising channel and justify your answer.

i. & ii.
4
MARKS

Tiger Bank has set up its goal for this year to be a market leader in banking industry in
Malaysia. Therefore the management team of Tiger Bank is studied a few bank's marketing
strategies and according to Kotler, 'marketing strategy is a set of alternative, policies and
rules that guides over time the firm's marketing effort'. In banking, the marketing strategies
have been categorized into 3 types.

iii.
2
MARKS

15
MARKS

You are in the management team and need to propose the most suitable marketing strategy for
Tiger Bank. Choose ONE (1) type of bank's marketing strategies and discuss in details.
5 a) Changes in external environment will affect the marketing plan. Competition is one of the
important external environments that will influence the marketing plan.
Discuss about competition in banking and suggest FIVE (5) elements for competitor analysis.

5 b) Discuss about 'Pull' and 'Push' in promotional strategy and support your discussion with a

15
MARKS

diagram.

MARKS

SEMESTER ONE 2011 / 2012

No.

Questions

1 a) Public People Bank is a domestic commercial bank and recently has made an advertisement in a
newspaper for a vacant position as a marketing research officer. This position is opened to fresh
graduate. By considering yourself as a fresh graduate, you have applied for the above post and
have been shortlisted as a potential candidate for the above position. For your interview session,
you are required to present the following items.

Marks

10
MARKS

Briefly discuss FOUR (4) purpose of marketing research in financial organization.

1 b) Explain in details to panel of interviewer FIVE (5) reasons why Public People Bank needs to
do the marketing research.

10
MARKS

2 a) Currently, Malaysian local commercial banks are experiencing shrinking Net Interest Margin
(NIM). Hence, they are undertaking new business growth strategy which is focusing on Non
Interest Based Income. Among the banking products which have the ability to generate non
interest based income are unit trust, investment products and banccasurance. However all of
these products are considered highly technical products.

10
MARKS

Explain in details TWO (2) types of promotional mix to promote these products.
2 b) Explain in details FOUR (4) steps involve in model for promotion known AIDA.

10
MARKS

3 a) Identify THREE (3) forms of advertising.

3
MARKS

3 b) Discuss TWO (2) major types of advertising in banking and financial sector.

4
MARKS

3 c)

In order to make sure the advertising is successful, certain elements should be included in the
advertising. Discuss FOUR (4) elements of marketing communication mix and the example for
each of them.

4 a) Identify THREE (3) basic components of corporate planning.

4 b) Eastern Bank is the third largest bank in Malaysia in term of size. You become one of its board of
directors and attended a meeting. During the meeting all the board members need to identify the
appropriate marketing strategies for this bank. You have suggested to them about defensive
marketing strategy for bank. Briefly discuss about this strategy and TWO (2) forms of defensive

8
MARKS

3
MARKS

3
MARKS

strategy.

4 c)

According to Kotler- Marketing 'strategy is a set of alternative, policies and rules that guides over
time the firm's marketing effort'. Discuss THREE (3) major stages in formulating a marketing
strategy.

9
MARKS

5 a) Explain what is customer relationship management in banks.

3
MARKS

5 b) Briefly explain THREE (3) steps to build customer relationships in the bank.

3
MARKS

5 c)

Briefly explain THREE (3) benefits of an effective customer relationships management.

3
MARKS

6 a) COMB Bank Berhad is a domestic commercial bank and it is facing intense competition from
competitors such as other domestic commercial banks, foreign commercial banks as well as
domestic and foreign Islamic banks.
Presently, COMB Bank control 30% of domestic market share by offering a few strong products
such as housing loan, hire purchase and credit card. But in future, COMB Bank needs to have
new business growth strategy which particularly will focus on creative product development and
new market penetration.

8
MARKS

Based on the above statements and Ansoff Model, choose and explain in details the best options
for COMB Bank to grow and expand its business.
6 b) Based on Ansoff s Model, draw the matrix.

2
MARKS

6 c) Based on Porter Generic Strategy Model, discuss the following in details:i. Cost Leadership
ii. Differentiation

5
MARKS

SEMESTER TWO 2011 / 2012

No.

Questions

1 a) Over the past couple of decades a number of important social and economic trends have
been detected influence the personal financial services market. Generally, the trends can be
summarized as in diagram below.

Marks
5
MARKS

1980s

2000
Older

Forces of social and economic change Sources:

Tina Harrison, 2000

Younger

Increased importance of
women

Maledominated

Based on the diagram, deduct the scenario of social trends relative to the financial and
Inherited wealth
banking sector.
Earned wealth

Cynicism I mobility

Loyalty I inertia

1 b) Evaluate the impact of these trends on consumers of banking and financial services.
Social Conscience

Self-interest

2 a) The macro environment exists as an uncontrollable force that needs to be monitored by

organizations. One of the most effective ways to overcome the negative effect from this
force is to manipulate the marketing mix. Using an appropriate example, discuss FIVE
(5) solutions that could be implemented by the banking and financial institution to
overcome the negative effects.

2 b)

There are various frameworks that could be adopted in new product development process.
However, companies, which have been successful in developing new products, applied an
intensive formal procedure in their effort. These systematic process serves as a benchmark
in developing the product and the flow of process are depicted in the diagram below. Based
on the diagram, applied the process in your effort to develop and launch a new financial
and banking product to the local population in Gua Musang, Kelantan Darul Nairn.
Idea
Generation
f--+

Idea
Screening
+

Business
Analysis

Development
and Testing

Product
Launch

5
MARKS

10
MARKS

10
MARKS

New product development process

Sources: IBBM, 1997

3 a) Discuss FIVE (5) marketing management philosophies, which can be implemented in

5
banking and financial sector.
MARKS

3 b) Based on diagram below, define THREE (3) types of marketing services activities
available for banking and financial services firm.

5
MARKS
Customer
?

Type of marketing services activities

Sources: IBBM, 1997
4 a) Mr. Aznee Wagiman bin Parjo is attached to a consultant firm as a research officer. He is
required to prepare a research proposal regarding the service quality offered by a local Islamic
bank. Justify FOUR (4) main purpose of doing the research.

4
MARKS

4 b) Table below presented the result on Islamic banking service in subjected bank. Briefly comments
on the research findings.

Do you understand the differences between BIMB and

conventional bank

Frequency
2
16
84
78
20
200 100.0

Does not understand at all Understand

Understand just a little Understand
Really understand

Total
3 As well as conventional
bank, BIMB must adopt
the maximizing profits principle in order to
compete in the industry.

Frequency

6
MARKS

%
1.0
8.0
42.0
39.0
10.0

2 No
BIMB
ideaIslamic banking system was introduced because of the
3
1.5
interest
elements
prohibited by
Not true
at all embedded in conventional banking, which is1
.5the Syariah.

Not true

No
idea
Not
sure
Not
true at all Not true
True
Not
sure True
Totally
trueTotally true Total

Total

7
61
87
41
200

3.5 Frequency
30.5
2
43.5
3
20.5
10
100.0
57
75
53
200 100.0

1.0
1.5
5.0
28.5
37.5
26.5

4 BIMB only use the co-operation principle of profit and

Joss (Mudharabah and Musyarakah) in their
operation
Frequency
No idea
7
Not true at all
5
14
Not true
Not sure
92
True
64
Totally true
17
Total
199

5 What is your level of understanding regarding

Islamic Banking System
Do not understand at all
Do not understand
Understand a little
Understand
Fully understand
Total

Islamic Banking Service

Frequency
4
17
100
76
3
200

%
3.5
2.5
7.0
46.2
32.2
8.5
100.0

%
2.0
8.5
50.0
38.0
1.5
100.0

Sources:Shafie.S,2003

5 a) Discuss TWO (2) major type of advertising in banking and financial sector.

4
MARKS

5 b) As a marketing officer for a banking and finance firm, you are being asked to evaluate on the
competition in sales promotion. Identify FOUR (4) advantages and FOUR (4) implications
arising out of the competition.

8
MARKS

6 a) Explain THREE (3) major stages in formulating a marketing strategy for banking and
financial sector.

3
MARKS

6 b) Discuss THREE (3) importance of relationship development between financial institutions

and clients.

3
MARKS

6 c)

4
MARKS

Explain FOUR (4) processes in developing up the relationship.

7 a) As a marketing officer, you have been asked by the management to conduct a research on
banking's consumer behavior in your area. The main purpose of this research is to evaluate
the characteristic of consumers, so that an effective marketing strategy can be applied
properly.
Recommend FIVE (5) suitable market segmentation basis that can be used in your research.

6
MARKS

7 b)
Table below illustrated the data of customer profiles in the
Interpret the result according to Maslow's Hierarchy of Needs.
1. Gender
Frequency
Frequency
Female
91
Male
109
Total
200

subjected research area.

%
%
45.5
54.5
100.0

2. Marital Status
Single parent
Single
Married
Total

Frequency
18
Frequency
68
113
1 99

%
9.0
%
34.2
56.8
100.0

Frequency
13
Frequency
40
68
65
14
200

%
6.5
%
20.0
34.0
32.5
7.0
100.0

3. Age
More than 50 years
40 ----49 years
30 -39 years
20 29 years
Less than 20 years
Total

4. Highest education level

Professional qualification
University/College graduate
Secondary school
Primary school
No formal education
Total

Frequency
3
Frequency
52
115
24
6
200

%
1.5
%
26.0
57.5
12.0
3.0
100.0

Frequency
Frequency
61
61
62
1 84

%
33.2
%
33.2
33.7
100.0

Frequency
Frequency
60
22
26
59
15

%
%
33.0
12.1
14.3
32.4
8.2

5. Employer
Self-employed
Government agency
Private sector
Total
6. Nature of the Job
Self-employed
Support
Supervisory
Management
Professional

6
MARKS

8 a) State EIGHT (8) major portions in comprehensive marketing plan report.

4
MARKS

8 b) Evaluate and compare the factors affecting trends in financial services development in Malaysia
over the last five years. Give your own prediction on the future trends. Justify your answers.

12
MARKS

SEMESTER ONE 2012 / 2013

No.

Questions

1 a)

Mr. Khalid is a manager in the marketing department at OCBB Bank, Malaysia. He plans to
innovate a new financial product. However, he is yet to carry out the market segmentation
process.
Choose the TWO (2) most suitable variables for market segmentation process based on
information given in the table below.
Product Name
Product Features
Variable Interest Rate
ATM Card
Saving Passbook
Basic Savings Account
Minimum account opening of RM20.00
Special features: For everyone aged 18 to
50 years old & all types of occupation
(including student)

1 b)

Puan Kamaliah has invested RM50,000.00 in a new investment product with ABC Bank.
However after the investment has been transacted, she had a conflict of thought on her
investment that is known as post-purchase dissonance in marketing.
Identify FOUR (4) tactics on how the ABC Bank can reduce customer post-purchase
dissonance.

1 c)

2 a)

2 b)

Marks

10
MARKS

4
MARKS

Identify SIX (6) generic needs of core products for banking customers.

6
MARKS

What is the definition of marketing research according to American Marketing Association?

2
MARKS

What is the definition of marketing research according to PALMER 2000?

2
MARKS

2 c)

The following data indicates Malaysia's demographic trend. Based on the information given,
answer the following questions:
Indicator
Total Population (million)
Population Growth (%)
Age 0 -15 (%)
Age 15 64 (%)
Age Above 65 (%)
Median Age (years)
Life expectancy at birth for male (years)
Life expectancy at birth for female (years)

Year 2000
23.2
2.6
33.3
62.8
3.9
23.6
70.0
74.7

Year 2010
28.3
2.0
27.6
67.3
5.2
26.2
71.9
77.0

i.
6
MARKS

ii.
4
MARKS

i. Based on the type of data given, discuss THREE (3) advantages and THREE (3)
disadvantages to a researcher.
Analyse the result based on the above data.
iii.

Financial innovation is important in financial market landscape. Thus, financial

institutions need to undertake one important aspects of product strategy which is
known as the New Product Development (NPD).

iii.
6
MARKS

Define the New Product Development (NPD) and discuss TWO (2) categories of
products generated from this strategy.

CCMB Bank plans to introduce a new investment product known as Max InvestSave.
Discuss in details FOUR (4) types of marketing mix strategies which can be applied by
the bank.

4 a)

Tiger Bank is a newly established bank. Therefore, the management team of Tiger Bank is
studying a few bank's marketing strategies, and according to Kotler, "marketing strategy is
a set of alternative, policies and rules that guides over time the firm's marketing effort".

20
MARKS

3
MARKS

List down THREE (3) types of bank's marketing strategies.

4 b)

Your bank is going to launch a new housing loan product. The bank manager requires you
to propose the best advertising channel.
i.
Discuss TWO (2) types of advertising channels and give TWO (2)
examples of each channel.
ii.

Give TWO (2) advantages and TWO (2) disadvantages of both

i.
4
MARKS
ii.
4

advertising channels.
iii.

5 a)

Propose to your manager the best advertising channel and justify your
answer.

The term "Competition" is not new to the financial industry in Malaysia. However recently,
i.
financial industry becomes more competitive due to liberalization process.
2
List down TWO (2) major types of competitors in financial industry.
MARKS

ii. Discuss FOUR (4) elements for analysing the competitor.

5 b)

MARKS
iii.
4
MARKS

Consumer banking will continue to be an important revenue generator for banks. Hence,
more customised and personalised services are expecting to be offered by banks as part of
their strategies to protect and increase their market share in consumer banking. This
includes serving special needs of the growing younger generation, younger professionals,
private banking and wealth management.

ii.
8
MARKS

15
MARKS

Discuss on consumer banking and the changes on its products and services.

SEMESTER TWO 2012 / 2013

No.
1 a)

Questions
An important part of developing marketing strategies is understanding the environment in
which the company operates. This understanding is usually achieved through a process known
as environmental scanning. As for the financial services, there are two key environments that
need to be considered, namely macro environment and micro environment.

Marks

4
MARKS

Identify FOUR (4) major factors for each environment as mentioned above.

1 b)

2 a)

Briefly discuss the FOUR (4) major factors identified above for macro environment.

As the largest local bank in Malaysia in terms of assets and branches, Maybank's vision is to be
a regional financial services leader. Together with a mission to humanize financial services
across Asia, the bank aims to provide the people with convenient access to financing, having
fair terms and pricing, advising customers based on their needs, and being at the heart of the
community. In line with this, recently, the bank has made an advertisement in the local
newspaper for a position of marketing research officer for fresh graduates. As a newly graduate
from UUM Banking Management Program, you have applied for the position and have been
shortlisted as a potential candidate. During the interview session, you are required to present
the following in relations to marketing research.

16
MARKS

10
MARKS

Briefly discuss FOUR (4) purposes of marketing research in financial services organizations.

2 b)

Explain in details FOUR (4) reasons why Maybank needs to do the marketing research.

3 a)

Commercial banks in Malaysia are currently experiencing shrinking Net Interest Margin
(NIM). Hence, the banks are undertaking new business growth strategy which is focusing on
Non Interest Based Income. Among the banking products which have the ability to generate the
non interest based income are unit trust, investment products and insurance. However, all of
these products are considered as highly technical products.

10
MARKS

10
MARKS

Discuss in details TWO (2) types of promotional mix m promoting these products.

3 b)

List in order and explain in details the FOUR (4) steps that involve in the promotional model
of AIDA.

10
MARKS

3 c)

Explain both the Pull and Push promotional strategies.

5
MARKS

4 a)

When customers purchase a service, as opposed to a good, they undergo an experience that
centres on the simultaneous delivery and consumption of the service. It is at this point that
customer perceptions are formed and judgements made on the nature of the experience and the
opportunity for relationships to be initiated or enhance. In the same line, Customer
Relationship Management (CRM) concerns the relationship between the organization and its
customers, regardless whether the organization is a global corporation with thousands of
employees or a sole trader with a handful of regular customers...

3
MARKS

What is Customer Relationship Management (CRM)?

4
b)
Identify THREE (3) steps whereby successful organizations use to build customer
relationships.

4 c)

List SIX (6) benefits of an effective CRM.

5 a)

"A bank that fails to plan - is planning to fail". The quotation indicates that planning in
relation to marketing is important for banks to stay competitive. Moreover, any business
organizations which fail to plan its future will fast becoming out of touch with its
environment, hence leaving itself vulnerable to competitors activities aimed at dominating
in the market place and the rapid changes in the banking industry.
Identify FIVE (5) benefits of marketing planning.

6
MARKS

6
MARKS

5
MARKS

5 b)

Changes in the external environment can affect the marketing plan and competition is one
of the factors. Discuss the competition in banking industry and suggest FIVE (5) elements
for competitor analysis.
SEMESTER ONE 2013 / 2014

No.

Questions

15
MARKS
Marks

1 a)

Marketing department of Citibank is developing a new Citibank's credit card. Briefly

discuss the common banking customers' characteristics, which known as "ACE".

6
MARKS

1 b)

A useful segment of target markets must fulfill the criterion of effective segmentation. Identify
FOUR (4) criterions for effective segmentation.

4
MARKS

1 c)

Consumer banking is a profitable segment in commercial bank business. In order to remain

as a profitable business, consumer banking has undergone massive changes.

i.
5
MARKS

i.

Discuss the changes in consumer banking products and services.

ii.

Discuss the impacts of technology on consumer banking's delivery.

ii.
5
MARKS

2 a)

Define the 'marketing research' according to American Marketing Association.

2
MARKS

2 b)

Identify THREE (3) focus areas in marketing research.

3
MARKS

2 c)

Hwa Ling Bank (HLB) bas launched its mobile banking service since last year. However, the
utilization rate among the customers is l0 percent as many of them are still extremely hesitant
to adopt this new banking channel due to security issues. They feel that mobile banking can
expose their personal information and their banking accounts to the bad people.
In contrast, HLB's online banking recorded a successful utilization rate for more than 200
percent as many customers stick online banking as their main channel for bank
transactions.

i.

ii.
5
MARKS

Define TWO (2) research problems of the above statement.

ii.

3 a)

i.
5
MARKS

Discuss any TWO (2) types of suitable research objectives.

Briefly discuss and provide an example for each of the THREE (3) 'forms and roles' of
advertising.

6
MARKS

3 b)

i.

Product department of ABB Bank is developing a new housing loan with exclusive features as
it is targeting the high net worth (HNW) customers. However, it is yet to decide on a strategic
advertising channel.

i.
5
MARKS

Discuss TWO (2) types of advertising channels in marketing.

ii.
4
MARKS

ii. Give TWO (2) advantages and TWO (2) disadvantages for both channels.

4 a)

Perwira Bank is currently facing several challenges in attracting customer deposits. Some
of its customers believe that the competitors are offering higher-yieldi n g investment
products as well as more deposit products line in the market. As such, the top management
of Perwira Bank has asked the marketing manager to enhance the competitiveness of these
products by doing aggressive promotional activities. Notwithstanding enhancing the
competitiveness, the marketing manager also needs to consider several promotional
objectives.

10
MARKS

Explain in details FOUR (4) types of promotional mix for promoting deposit prod ucts.

4 b)
Discuss FIVE (5) promotion objectives to Perwira Bank.

10
MARKS

What is the definition of a corporate planning?

2
MARKS

Briefly explain THREE (3) basic components of corporate planning.

6
MARKS

5 a)

5 b)

5 c)

Banking industry is currently at a vulnerable position due to several external factors.

Previously, the banking businesses were regarded as profitable businesses and safe, but
now it has turned to be uneconomical. As a result, some banks have increased their
international transactions, expand their banking operations across borders and undergo
restructuring and consolidation. These activities reflect the individual bank's marketing
strategies which usually rely on the size and the status quo of the bank itself.

12
MARKS

Discuss THREE (3) broad categories of bank marketing strategies based on the above
statement.

6 a)

Identify TWO (2) reasons why marketing plan has emerged as an essential tool in the overall

6 b)

organization's strategic planning.

MARKS

Following the BCG Matrix, the Ansoff Model has identified its FOUR (4) popular
strategics. Explain each of these strategies.

8
MARKS

SEMESTER TWO 2013 / 2014

No.

Questions

1 a)

Market segmentation allows a bank to maximize its resources in identifying and targeting
groups of customers, both the consumers and businesses in responds to its offerings.
Briefly discuss the TWO (2) bases for consumer market segmentation.

1 b)

Understanding the environment in which the company operates also plays an important part in
developing marketing strategies. It is usually achieved through a process known as
environmental scanning. As for the financial services, there are two key environments that need
to be considered, namely macro environment and micro environment.

Marks

4
MARKS

4
MARKS

Identify FOUR (4) major factors for each environment as mentioned above.

1 c)

Briefly discuss the FOUR (4) major factors identified above for micro environment.

2 a)

As the largest local bank in Malaysia in terms of assets and branches, Maybank's vision is to be
a regional financial services leader. Together with a mission to humanize financial services
across Asia, the bank aims to provide the people with convenient access to financing, having
fair terms and pricing, advising customers based on their needs, and being at the heart of the
community. In line with this, the bank has recently investing heavily in the advertising and
promotion. As a graduate from UUM Banking Management Program, you are required to
participate in the marketing team in relations to advertising and promotion.

12
MARKS

10
MARKS

Identify FOUR (4) objectives of advertising, and briefly discuss with an example for each of the
THREE (3) 'forms and roles' of advertising.

2 b)

Maybank also in the process of developing a new housing loan with exclusive features in
targeting the high net worth (HNW) customers. However, it is yet to decide on a strategic
advertising channel.
i.

Discuss TWO (2) types of advertising channels in marketing.

i.
6
MARKS

ii.

3 a)

Give TWO (2) advantages and disadvantages for each

channel.

Commercial banks in Malaysia are currently experiencing shrinking Net Interest Margin (NIM).
Hence, the banks are undertaking new business growth strategy which is focusing on Non
Interest Based Income. Among the banking products which have the ability to generate the non
interest based income are unit trust, investment products and insurance. However, these
products are considered as highly technical products which need aggressive promotional
activities.

ii.
4
MARKS

10
MARKS

Discuss in details FOUR (4) types of promotional mix in promoting these products.

3 b)

List in order and explain in details the FOUR (4) steps that involve in the promotional model of
AIDA.

4 a)

According to Kotler, marketing strategy is a set of alternative, policies and rules that guides
over time the firm's marketing effort in responds to changing environmental and competitive
conditions. In formulating a marketing strategy, there are three stages involved. As for banking
industry, due to its activities such as increasing international transactions, expanding banking
operations across borders, and undergoing restructuring and consolidation, there are marketing
strategies tailored for banks.

10
MARKS

8
MARKS

Briefly explain the THREE (3) stages mentioned above.

4 b)

Discuss THREE (3) types of bank marketing strategies based on the above statement.

5 a)

When a customer purchases a service, as opposed to a good, he or she undergoes an experience

that centers on the simultaneous delivery and consumption of the service. It is at this point that
customer perceptions are formed and judgments made on the nature of .the experience and
the opportunity for relationships to be initiated or enhance. In the same line, Customer
Relationship Management (CRM) concerns the relationship between the organization and its
customers, regardless whether the organization is a global corporation with thousands of
employees or a sole trader with a handful of regular customers...

12
MARKS

2
MARKS

What is Customer Relationship Management (CRM)?

5 b)

Identify THREE (3) steps whereby successful organizations use to

relationships.

5 c)

List FIVE (5) benefits of an effective CRM.

build customer

3
MARKS
5
MARKS

6 a)

Bank marketing planning is important for every bank in order to stay competitive. Moreover,
any business organizations which fail to plan its future will fast becoming out of touch with its
environment, hence leaving itself vulnerable to competitors' activities aimed at dominating in
the market place and the rapid changes in the banking industry.

5
MARKS

Identify FIVE (5) benefits of marketing planning.

6 b)

Changes in the external environment can affect the marketing plan and competition is one of
the factors. Suggest FIVE (5) elements for competitor analysis.

5
MARKS

SEMESTER ONE 2014 / 2015

No.
1 a)

Questions
Credit cards are an important source of income to banks. As a marketing
manager in Rahiji Bank, you have been assigned by the top management for a
new credit card innovation. Therefore, you need to carry out the market
segmentation process.
Choose TWO (2) most suitable variables for market segmentation process
based on the information given in the table below.
Product Features
Product Name
RAHIJI Platinum Card-VISA or Special features: Eligible for
MasterCard (Now, in an exclusive new everyone from age 21 & above
with annual total income of
look!)
RMl00K; 8X Rewards Points;
Extended
Manufacturers
Warranty; 25% premium dining
discounts

1 b)

2 a)

2 b)

Marks

10
MARKS

In order for segments to be useful in selecting the target market, they must fulfil
the criterion of effective segmentation. Briefly explain FIVE (5) effective
segmentation criteria.

10
MARKS

What is the definition of marketing research according to PALMER 2000?

2
MARKS

MARKS

Briefly explain THREE (3) purposes of marketing research.

2 c)

The following data indicates Malaysia's demographic trend. Based on the

information given, answer the following questions:

Indicator
Year 2000
Total Population (million)
23.2
Age 0-15 (%)
33.3
Age 15-64 (%)
62.8
Age Above 65 (%)
3.9
Median Age (years)
23.6
Male
70.0
Female
74.7
Source: Survey by Nelson

Year 2010
28.3
27.6
67.3
5.2
26.2
71.9
77.0

i)

Based on the type of data given, discuss TWO (2) advantages and
TWO (2) disadvantages to a researcher.

ii)

Briefly explain THREE (3) techniques of primary data collection.

2 d)

Explain in details regarding 'Business Analysis' in New Product Development

(NPD) process.

3 a)

Recently, Automated Teller Machines (ATMs) of at least 14 bank branches

belonging to Affin Bank, Al Rajhi Bank and Bank Islam were reportedly hacked
into by a Latin American gang. This incident has somewhat gives a poor image of
these banks to the public. Besides that, banks are also offering various services
which are largely with unknown quantities. Describe TWO (2) suitable "form and
roles" of the advertising to overcome these two problems.

3 b)

i.
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ii.
3
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5
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5
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Explain THREE (3) main stages of the advertising policies.

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4 a)

Give FOUR (4) reasons why Customer Relationship Management (CRM) is

important to the bank.

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4 b)

Discuss how Customer Relationship Management (CRM) helps banks to grow their
business.

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5)

The following is an example of communication message in Home Insurance by

Bank of Scotland.
'You've probably spent a lot of time, effort & money on your home & though you
may not want to think about it, accidents do happen & can be expensive without the
right insurance cover'.

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Give FIVE (5) reasons why fear appeal is commonly used as communication
message in promoting the financial products.

6 a)

6 b)

Briefly discuss FOUR (4) external environment factors that will influence marketing
plan.

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Discuss the following marketing strategies commonly adopted by

institutions.

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banking

i) Market-Nicher Strategy.
ii) Cost-Reduction Strategy.

SEMESTER TWO 2014 / 2015

No.

Questions

1 a)

PB Bank Berhad is developing a new Platinum Credit Card with exclusive features.
This card will offer to high net worth customers. You as a Sales and Marketing
Director in this bank has been required to do the marketing mix strategies for this
card.
Discuss critically FOUR (4) marketing mix strategies, which are suitable for the
above credit card.

2 a)

Marks

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Customers made 2.5 million complaints against financial companies in the second
half of 2013 on poor services rendered to them. With the biggest banks receiving
thousands of calls and email a day from disgruntled consumers.

Barclays topped the list, racking up 309,494 new complaints over the six-month
period, which equates to 1,695 a day. Lloyds Bank came second, receiving 256,656
complaints, while Bank of Scotland and National Westminster also feature in the top

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five complained-about firms.

Based on the statement given, answer the following questions.

Explain in detail about marketing research process.

Discuss the type of data used.

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Discuss TWO (2) advantages and TWO (2) disadvantages of the above data to
researcher.

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2 d)

Discuss TWO (2) types of major sources.

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3 a)

Nowadays, customers in consumer banking segments expect highly personalized,

convenient, and reliable service/product, along with 24/7 accessibility. Banks
need to leverage technology to provide quick and personalized service /
products to customers through various channels and a wide range of products,
while in the same time ensuring a consistent experience across all channels.

2 b)

2 c)

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Discuss how the technology has presently changed consumer banking to become
more competitive in its distribution channels and products / services.

3 b)
Briefly explain about cashless society in financial services aspect.

4 a)

Banks are in constant interaction with customers. A winning and proven strategy
for the banking industry is to put the customer in the center of business model
and make the customer as the focus. To build customer loyalty, and ultimately
customer advocacy, banks must provide a superior customer experience.
Discuss THREE (3) steps to be taken by the bank in building customer
relationship in Customer Relationship Management (CRM).

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6
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4 b)

5 a)
5 b)
5 c)

6 a)

Discuss how Customer Relationship Management (CRM) helps banks to grow

their business.
Message is the key to the achievement of communication objectives. In order to
be effective, the message needs to have a theme, appeal or unique selling
preposition.
Discuss the following message appeals:a) Rational appeal
b) Emotional appeals
c) Moral appeal

Briefly discuss THREE (3) types of marketing strategies in the banks.

6 b)
Discuss how bank can achieve its competitive advantage by applying FOUR (4)
strategies in Porter's Generic Strategy-Model.

6 c)
Define what is corporate planning.

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a)
3
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b)
4
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c)
3
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9
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10
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1
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