13] Segmentation You work at the Marketing Department of a \'universal bank\' th

Question

13] Segmentation You work at the Marketing Department of a 'universal bank' that offers a wide range of financial in retail and corporate banking, asset management and private banking. Your a segmentation analysis from third-party consultants with different clusters income-producing assets and lifestyles. Consider the two clusters explained below. QUESTION: identify some of the financial products that best suit each of these services and products company has purchased based on demographics, size of segments, and the media (and events) to reach them. A list of possible products (you may add others): Transactional banking, including internet accounts, savings a ccounts and debit cards Full-service brokerage (for personal investments in stocks, bonds and funds) Student loans Car loans Car insurance . Personal loans Private banking Brokerage services Wealth Management Mortgage loans Actively managed income funds . High-end residential mortgage loans for second homes . Credit cards with mileage

Explanation / Answer

Answer

Transactional banking : social media ads

Full service brokerage : television ads

Student loan : social media ads

Car loan : television ads, ads on national and regional newspaper

Car insurance : television ads, the formal leader meets some of the needs in these three areas. Some needs are met by individuals who are taking on the leadership function even if they have no formal leadership role.

Personal loan : television ads, social media ads,

Private banking: ads on wall Street journal and financial times

Brokerage services : ads on specialised magazines, national and regional newspaper

Wealth management : ads on wall Street journal and financial times

Mortgage loan : ads on national and regional newspaper

Actively managed income fund : social media ads

High end residential mortgage loan for second home : ads on national and regional newspaper

Credit cards with mileage : social media ads, open television ads

ESG-oriented passively managed investment funds : social media ads, ads on specialised magazines

ESG-oriented exchange traded funds: social media ads, ads on specialised magazines

ESG-oriented actively managed investment funds: ads on national and regional newspaper, social media ads, ads on specialised magazines

Platinum credit card with 24 hour assistance : Social media ads, open TV ads

Actively managed growth stock funds : ads on wall Street journal and financial times

Family office : ads on open TV,

No commission on ATM withdrawal abroad : open TV ads, social media ads

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