At the end of this chapter you should be able to:
• identify how and why services in general and financial services in particular are different from goods;
• understand the implications of these differences for marketing practice;
• understand the way in which services can be classified and the position of different types of financial service within this classification.
Marketing is an approach to business which focuses on improving organisational performance by satisfying customer needs. As such, it is naturally externally focused. But marketing cannot just focus on consumers; good marketers must also be aware of and understand the activities of their competitors. ...