The integration of the 4p's towards the development of Perwira Habib Bank (M) Berhad / Rohaida Suleman

Suleman, Rohaida (1992) The integration of the 4p's towards the development of Perwira Habib Bank (M) Berhad / Rohaida Suleman. Diploma thesis, Universiti Teknologi MARA.

Download

[thumbnail of 36214.PDF] Text
36214.PDF

Download (132kB)

Abstract

Marketing is the business function that identifies unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organization can best serve, decides on appropriate products, services and programs to serve these markets and call upon everyone in the organization to "think and serve the customer". Marketing must not be seen narrowly as the task of finding clever ways to sell the company's product. Authentic marketing is not the art of selling what you make but knowing what to make. Knowing to sell is no longer adequate in this age of competitive retail banking as all banks provides "me-too" products. PHB as a medium sized bank have limited resources to serve all segments and realizing that the Bank only concentrates on niche marketing by capturing "a slice of a big pie", small but profitable. Specialization is more profitable than to venture into the big market with limited resources. This study is regarding PHB's marketing mix - that are product, price, promotion and place in analyzing and understanding the integration of the 4P's towards the development of PHB. Before any selling could be carried out, the Bank have to understand the 4P's first. By understanding these, PHB can develop effective strategies to better serve customers and develop products to suit their needs and wants.

Metadata

Item Type: Thesis (Diploma)
Creators:
Creators
Email
Suleman, Rohaida
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Abdul Wahab, Rabiah
UNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > Management. Industrial Management
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management
Programme: Advanced Diploma In Business Studies
Item ID: 36214
Uncontrolled Keywords: markets, organization, development
URI: https://ir.uitm.edu.my/id/eprint/36214

Fulltext

Fulltext is available at:
  • Koleksi Akses Terhad | PTAR Utama | Shah Alam
  • ID Number

    36214

    Indexing


    View in Google Scholar

    Edit Item
    Edit Item