Bài giảng Marketing dịch vụ tài chính: Chương 1 - TS. Phan Thị Linh

This document is a lecture on Financial Services Marketing, taught by Dr. Phan Thi Linh from the Faculty of Banking. The lecture includes chapters on the overview of financial services marketing, environmental analysis, marketing strategy development, creating and transferring value to customers, and service quality management.

Finance and banking students, professionals in financial services marketing.

The lecture focuses on aspects of financial services marketing. Chapter 1 introduces an overview of the financial services market (FSM), including concepts, characteristics, roles, and market structure. FSM is defined in the international and Vietnamese context, emphasizing service industries classified by the WTO. FSM characteristics include intangibility, heterogeneity, inseparability, and perishability. The FSM structure is classified based on usage time, capital mobilization methods, capital turnover, and legal nature.

The lecture also presents FSM products, including banking services, insurance, and other financial services such as investment funds. The FSM product structure is divided into four levels: core product, tangible product, supplementary product, and potential product. FSM market participants include issuers, intermediaries, and service users.

The section on FSM marketing presents the concept, characteristics, and role of marketing in finance. FSM marketing is defined as planning and implementing marketing activities to meet customer needs. FSM marketing characteristics are the diversity of products and customers, requiring flexibility and creativity in applying marketing methods.

Finally, the lecture compares the differences between FSM marketing and tangible product marketing, emphasizing FSM's intangibility and the customer's purchasing process. The Marketing-mix (7Ps) toolkit is introduced, including product, price, promotion, place, people, process, and physical evidence, and how to apply them to address FSM characteristics such as intangibility, inseparability, heterogeneity, and perishability.