B.B.A-B.B.A MARKETING OF BANKING SERVICES(Alagappa University - Directorate of Distance Education-2012)

DISTANCE EDUCATION
B.B.A. (Banking)/B.B.A. (Banking) (Lateral) DEGREE EXAMINATION, MAY 2012.
MARKETING OF BANKING SERVICES
(2005 onwards)
Time : Three hours Maximum : 100 marks
SECTION A — (5 × 8 = 40 marks)
Answer any FIVE questions.
1. What is marketing? What is the scope of bank marketing?
2. What are the elements of marketing risk of banks?
3. What are the bases for market segmentation of banks?
4. What are the selling points of a bank product?
5. What are the constraints in development of bank product?
6. Evaluate the importance of pricing in bank marketing.
7. What are the objectives and need of promotion in bank marketing?
8. Explain various extrinsic rewards that may be offered to bank employees.
SECTION B — (4 × 15 = 60 marks)
Answer any FOUR questions.
9. What is social marketing? Explain its process in bank.
10. Explain the environmental variables influencing the marketing strategies of and policies of a bank.
11. Describe the characteristics and design of an ideal layout of bank branch.
12. Comment on product line and product mix of a modern bank.
13. Discuss various internal and external forces that influence the pricing strategy of a bank.
14. Comment upon the role played by advertising in Indian bank marketing.
15. Briefly discuss the scope of training for various categories of bank officials.

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