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Foreign inspiration in the marketing of banking institutions
DRDOVÁ, Jana
The principal objective of this thesis is to describe and analyze the marketing activities of provided services and products of banking institutions abroad and the Czech republic. The thesis focuses on selected banking institutions from the Czech republic - Komerční banka, a.s. and Československá obchodní banka, a.s. Erste Bank was selected as the representative from the Austrian banking market. The thesis is based on data obtained from annual reports and websites. Additional data were obtained from interviews with representatives of bank institutions. The thesis contain a theoretical part bases describing the definition of marketing, what is marketing communication a what new trends in marketing communication are used. The thesis also deals with the comparison of marketing communications of selected banks. Then there is a multicriteria analysis. The analysis focused on the scoring method of websites and subsequently on the scoring of banks Instagram pages. Subsequently, the results of the analysis, including recommendations, are evaluated. The recommendations could streamline marketing communication in the Czech banking market.
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Marketing activities of chosen business subject
Zhiryakova, Anastasia ; Vokáčová, Lucie (advisor) ; Gunzenova, Galina (referee)
The primary aim of the thesis is to analyze the use of the marketing mix of services at
the Russian Savings Bank, Inc., identify strengths and weaknesses and propose
recommendations to improve its marketing efforts. The secondary objective is to specify the
concept of bank marketing and explore the use of marketing mix in financial services. The
theoretical part contains the basic principles of marketing, its access to banking services and
the characteristics of the marketing mix in the banking sector. Own work involves studying
and description of marketing tools companies in Russian Savings Bank, Inc., an analysis of the
marketing mix used on concrete examples from practice and offer potential improvements in
the company's marketing activities based on the information obtained.
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The specifics of personal selling techniques in retail banking
Sittová, Alexandra ; Říha, David (advisor)
The aim of this thesis is to look into the specifics of personal selling techniques in retail banking and to support theoretical backround with a survey of customer satisfaction with personal banking advisory services in a selected retail bank. The paper starts with an overview of theoretical background of marketing and personal selling techniques and its use in retail banking. The theoretical part of the thesis then covers practical approaches to marketing research. The practical part of the thesis then aims to look into implementation of theoretical concepts into practice in a selected banking institution. The results of the customer satisfaction survey are also analyzed in this part of the thesis in order to shed some light on the connection between theory and practice. The results of the survey are then interpreted and a number of suggestions is made on the back of the analysis of responses.
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