التفاصيل البيبلوغرافية
| العنوان: |
DJELOVANJE PROMOCIJE NA KORIŠTENJE USLUGE DJEČJE ŠTEDNJE. |
| العنوان البديل: |
IMPACT OF PROMOTION ON CHILDREN'S SAVINGS. |
| المؤلفون: |
Ribić, Damir1 damir.ribic@slavonska-banka.hr |
| المصدر: |
Market / Trziste. 2008, Vol. 20 Issue 1, p95-108. 14p. |
| مصطلحات موضوعية: |
*SALES promotion, *TARGET marketing, *CHILD consumers, *BANK marketing, *ECONOMIC competition, CREATIVE ability |
| الملخص (بالإنجليزية): |
Promotion activities directed at specific target groups can vary according to their type and intensity. In modern banking, where competition is very strong, it is the task of marketing experts to decide which activities to push in a specific situation depending on bank interests and financial resources available. Bank marketing in current circumstances is gaining another dimension, not only because the clients who use banking services are becoming more educated and sophisticated but also due to new legislation, intended to protect their best interests. High competition creates strong pressures on the market so banks and marketing experts must be able to produce untraditional and innovative solutions in response to a greater challenge. Through banking history, insufficient attention was paid to children entirely for the reasons of very low profitability in this segment. This area was poorly explored so there are very few researches of the activities aimed at promoting the banking products created especially for children. This paper includes a review of the researches available to the author that focus on the marketing activities directed at children through the historical development of the banking sector. By using case study methods, it describes the way in which two promotional campaigns were planned, and analyzes the course of their performance. The chosen campaigns show similarities in some elements but also certain differences that indicate the complexity of the problem of their approach, along with the need to apply greater creativity. The key elements for the (lack of) success in the campaigns with children as the target groups are identified as well as what needs to be done in order to maintain the banking market share and reinforce the bank's image. [ABSTRACT FROM AUTHOR] |
| Abstract (Croatian): |
Promotivne aktivnosti usmjerene prema određenim ciljnim skupinama mogu biti različite i različitog intenziteta. U bankarstvu, u kojemu djeluje oštra konkurencija, zadatak je marketinških stručnjaka odlučiti kojim će aktivnostima u konkretnoj situaciji, ovisno o interesima i raspoloživim financijskim sredstvima, dati prednost. Suvremeni bankarski marketing dobiva nova obilježja, ne samo zato što su korisnici usluga sve obrazovaniji i zahtjevniji, nego stoga što država donosi zakone koji štite njihove interese. Konkurencija stvara izrazit pritisak na tržište, a marketinški stručnjaci moraju biti u stanju odgovoriti na sve brojnije izazove netradicionalnim i inovativnim rješenjima. Tijekom bankarske povijesti djeci nije pridavana osobita pozornost zbog vrlo niske profitabilnosti ovog specifičnog segmenta. Područje je relativno skromno istraženo i vrlo je mali broj dostupnih znanstvenih istraživanja promocije bankarskih proizvoda namijen- jenih djeci. Rad obuhvaća pregled autoru dostupnih istraživanja marketinških aktivnosti banaka usmjerenih djeci tijekom povijesnog razvoja bankarskog sektora. Primjenom metode studije slučajeva opisano je oblikovanje dviju promotivnih kampanja te je analiziran tijek njihova izvođenja. Izabrane kampanje u nekim elementima pokazuju određene sličnosti, ali i razlike, što pokazuje složenost pristupa problemu i potrebu kreativnog pristupa. Upozorilo se na ključne elemente za (ne)uspjeh kampanja u kojima su ciljna skupina djeca, a koje je prijeko potrebno provoditi kako bi se zadržao ostvareni tržišni udio banke i osnažio njezin imidž. [ABSTRACT FROM AUTHOR] |
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