By Christine Ennew, Trevor Watkins, Mike Wright
Written to counterpoint "Marketing monetary prone" through a similar authors, this casebook provides particular functional purposes for the rules, thoughts and methods built in that textual content. Ten longer instances and ten brief instances conceal functions in construction societies, banks, insurance firms, unit/investment trusts, property business enterprise and company monetary providers provisions
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Additional resources for Cases in Marketing Financial Services
In this instance, try to make use of some of the conceptual/textbook material that you are familiar with, b u t equally b e prepared to generate your own ideas. Usually, you will find that there are a n u m b e r of possible solutions to a particular problem. T r y to organize these according to similarities a n d c o m m o n features. Finally, you need to choose between these solutions a n d r e c o m m e n d some course of action. To d o this you should consider the implications of the solutions you have generated; how likely are these solutions to achieve the 26 An Introduction to the Case Studies desired outcomes, are they consistent with the attitudes and objectives of the organization concerned.
H e n c e the Allied may well have to attract current account holders from the banks and other building societies at a time when more players are entering the market on increasingly competitive terms. T h e society has noted that many of the accounts opened with Nationwide Anglia and Abbey National were initially treated as secondary accounts, with the n u m b e r and importance of transactions being limited until performance was considered satisfactory. In terms of critical mass, the Allied has estimated that it may have to attract something of the order of 2 million primary accounts in order to justify the necessary expenditure on branchbased systems and marketing.
In the construction industry, Allied H o m e s is involved in b o t h green-field housing development and u r b a n redevelopment. T h e society anticipates that it will soon be able to offer, either itself, from its own subsidiaries or from partnerships, a complete housing service. T h e society has also moved cautiously into Class 3 unsecured loans. It has n o experience of unsecured lending and is therefore very wary of the dangers of defaulting. T h e society has been happiest lending to customers with Allied mortgages, to w h o m it has p r o m o t e d its loans most strongly.
Cases in Marketing Financial Services by Christine Ennew, Trevor Watkins, Mike Wright