La mise en œuvre de la politique produit du marketing mix dans le cadre des banques participatives

Abstract

The banking market is characterized by growing competition and a well-informed, highly demanding and volatile clientele. Participatory banks are forced to strengthen and improve their market positions in terms of presence, market share and reputation. The nature of banking activity and the innovative and creative nature of the banking sector, in recent years, banks need to focus their efforts on understanding customer needs and segmenting the market into homogeneous subsets to meet the needs of each segment. It is important to study the product policy of the marketing mix which consists of analyzing the needs of the segments to be satisfied and then finding the benefits to be brought to offer customers. The analysis of marketing mix product policy makes it possible to adapt to the particularities of the participatory banks in order to understand the customers while analyzing the needs and requirements of the customers to ensure a better satisfaction. We go through a study of the needs of the segments to be met, then the study of the characteristics of a banking service and the performance criteria in banking services. In the end we focused on the importance of the implementation of the new service in the product policy of the marketing mix and finally the success factors of these new services.