Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/64529
Title: The positioning strategies of selected banks in marketing their credit cards
Authors: Kang, Yuen Ying
Keywords: DRNTU::Business
Issue Date: 1992
Abstract: This report analyses the marketing strategies adopted by the selected banks in positioning their credit cards. The first stage is market segmentation, where the banks select one or more segment(s), which fit(s) their strengths and weaknesses, to target on. Thereafter, the banks plan the position statement and design the marketing mix - product, price, place and promotion - to deliver and communicate the desired positions to target consumers. This report aims to determine whether the marketing mixes have created congruence between consumers' perception and the banks' intended strategies. If this congruence leads to the holding of or greater willingness to hold the cards, the strategies could be deemed to be successful. To obtain this information, consumer survey was conducted on random samples of the target consumers. The survey results were then applied to the Chi-square formula to test if the marketing strategies were successful. The implications of these results and the impact on the future trend of the credit card industry form the basis of the conclusion of this report.
URI: http://hdl.handle.net/10356/64529
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

Files in This Item:
File Description SizeFormat 
KANG_YUEN_YING_1992.pdf
  Restricted Access
Main report6.92 MBAdobe PDFView/Open

Page view(s) 50

556
Updated on Dec 5, 2020

Download(s) 50

10
Updated on Dec 5, 2020

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.