At the end of this chapter you should be able to:
• explain the nature of financial services products;
• explain the operation of key Islamic financial services;
• outline the issues influencing product policy;
• provide an overview of issues relating to the management of existing products;
• develop an understanding of the implications of the product life cycle concept for the marketing mix;
• outline the issues associated with the development of new products.
The product is fundamental to any marketing activity since it is through the use of product that a customer experiences enjoyment and receives value. Clearly, a product which does not offer what consumers want at a price ...