Akademik Veri Yönetim Sistemi
Tezin Türü: Yüksek Lisans
Tezin Yürütüldüğü Kurum: İstanbul Ticaret Üniversitesi, Finans Enstitüsü, Uluslararası Bankacılık Ve Finans, Türkiye
Tezin Onay Tarihi: 2020
Tezin Dili: Türkçe
Öğrenci: Tessır Fahmı. Alı
Danışman: FİGEN YILDIRIM
Özet:ABSTRACT The bank marketing is a state of mind that aims to conquer the market; it is a managerial tool that has proven its effectiveness through the success of banks. Banks need to change, modify and innovate their techniques to achieve desired objectives for any progress; thus, marketing must be indispensable within the banks. As a result, the study found that bank marketing is based on tactics and strategies decided after several procedures. This study focuses on the strategic approach and analysis of two banks in Djibouti (CAC Bank and Bank of Africa). The findings had been compiled and interpreted following the in-depth interview methodology using marketing strategy and marketing mix to come up to the strategies acquired by the two banks to maintain their place in the Djiboutian banking sector. Keywords: Financial services marketing, banking sector of Djibouti, strategic marketing. v ÖZET Bankacılıkta pazarlama pazarı fethetmeyi amaçlayan bir zihin durumudur; bankaların başarısı ile etkinliğini kanıtlamış bir yönetim aracıdır. Bankalar istenilen hedeflere ulaşmak ve ilerlemek için baxı pazarlama tekniklerini değiştirmeleri ve yenilik yapmaları gerekir; bu nedenle, pazarlama anlayışı bankalar için vazgeçilmez olmalıdır. Bu çalışmada bankacılıkta finansal hizmet pazarlama stratejileri araştırılmıştır. Çalışmada Cibuti'deki (CAC Bank ve Bank of Africa) iki bankanın stratejik pazarlama yönetimi yaklaşımlarına odaklanılmıştır. Çalışmanın bulguları, Cibuti’deki bankacılık sektöründeki durum analizi ve iki bankanın pazarlama stratejileri üzerine derinlemesine mülakat yöntemi kullanılarak elde edilmiştir. Anahtar Kelimeler: Finansal hizmetler pazarlama, Cibuti bankacılık sektörü, stratejik pazarlama Abstract ………. i Özet………………………………………………………………………. ………. …ii Acknowledgement. iii List of Tables . iv List of Figures . v List of Abbreviations . vi 1. Introduction . 1 1. 1 Definition of terms………………………………. 1 1. 2 Background of the study. 2 1. 3 Significance of the study. 3 1. 4 Objectives of the study. 4 1. 5 Research methodology. 4 1. 5. 1 Methodology approach. 4 1. 5. 2 Data collection method. 5 1. 5. 3 Sampling method. 6 1. 5. 4 Data analysis method. 6 2. Literature review 2. 1 Conceptual framework of financial services marketing. 7 2. 2 What is the content of the marketing plan?. 7 2. 2. 1What is marketing plan?. 8 2. 2. 2What is market research?. 11 2. 2. 3 Competitive advantage. 12 2. 2. 4 Segmentation Targeting and Position (STP). 15 2. 2. 5 The SWOT Matrix. 17 2. 2. 6 The marketing tools of banks. 18 2. 2. 7 The strategy of development and growth. 21 2. 2. 7. 1 The Ansoff Matrix. 22 2. 2. 7. 2 The BCG Matrix (growth-share matrix). 24 2. 3 New trends in Financial services marketing. 26 iii 2. 3. 1 Omnichannel. 26 2. 3. 2 Open Banking. 27 2. 3. 3 Data driven marketing. 28 2. 3. 4 Chatbots. 28 2. 3. 5 Personalization. 29 3. Financial services marketing of Djibouti in banking sector 3. 1 The history of banking sector of Djibouti. 31 3. 2 Financial services marketing of Djibouti. 32 4. Case study: CAC int. Bank and Bank of Africa 4. 1 Profile of the Bank (CAC Bank). 34 4. 1. 1 The vision and mission of the Bank. 35 4. 1. 2 The products and services of the Bank. 35 4. 2 Profile of the Bank (Bank of Africa). 36 4. 2. 1 The vision and mission of the Bank. 37 4. 2. 2 The products and services of the Bank. 37 5. Analysis of the results. 39 CONCLUSION. 43 RECOMMENDATION. 45 APPENDICES. 46 REFERENCES . 48