Marketing Strategies of Commercial Bank of Nepal with Reference to Civil Bank and Sanima Bank Ltd.

EasyChair Preprint 2258

Abstract

Marketing is a total system of business activities designed to plan, price, promote and distribute wanted and satisfying products to target markets to achieve organizational objectives. Marketing strategies of banking sector revealed that banks can base their marketing strategies on various parameters which are broadly in terms of 7Ps of marketing viz., Product, Place, Price, Promotion, People, Physical Evidence and Processes. Marketing strategy is the firm's product-market choice which is guided by the environmental necessities and firm's objectives and capabilities. The present paper focuses on the ‘Marketing Strategies’ of CIVIL and SANIMA Bank for mobilization of deposits and advancing loans to the customers. The study reveals that success of any financial institution is mainly quality based than simply its number of branches or its size capital investment, although on the national basis, Nepal government has recently asked the banks to emphasize in its service quality than on opening new branches, the respondents of the study area, have highly appreciated the marketing strategies of the banks functioning in Birgunj.

Keyphrases: Government, commercial banks, marketing strategy, product market

@booklet{EasyChair:2258,
  author    = {Basudew Karn},
  title     = {Marketing Strategies of Commercial Bank of Nepal with Reference to Civil Bank and Sanima Bank Ltd.},
  howpublished = {EasyChair Preprint 2258},
  year      = {EasyChair, 2019}}