| dc.contributor.advisor | McDaniel, Steven | |
| dc.creator | McKenzie, Kevin S. | |
| dc.date.accessioned | 2022-04-04T13:40:19Z | |
| dc.date.available | 2022-04-04T13:40:19Z | |
| dc.date.issued | 1985 | |
| dc.identifier.uri | https://hdl.handle.net/1969.1/CAPSTONE-MasseyT_1982 | |
| dc.description | Program year: 1984/1985 | en |
| dc.description | Digitized from print original stored in HDR | en |
| dc.description.abstract | A questionnaire was mailed to the marketing officers of 1,000 randomly selected U.S. banks. The purpose was to determine bank marketing responses to deregulation and other changes in the competitive environment of the financial services industry.
This study is concerned with bank marketing officers' attitudes toward certain marketing and sales elements, certain financial products and services and a potential competitive structure.
The most significant findings are that (1) Large banks are much more marketing and sales oriented than smaller banks, (2) Large banks tend to offer more complex and innovative products and services, than do smaller banks, and (3) the banking industry will probably be characterized by about four or five types of banks. These banks will be differentiated by their levels of marketing and sales orientation and the types of products and services they offer. | en |
| dc.format.extent | 55 pages | en |
| dc.format.medium | electronic | en |
| dc.format.mimetype | application/pdf | |
| dc.subject | banks | en |
| dc.subject | marketing officers | en |
| dc.subject | deregulation | en |
| dc.subject | sales elements | en |
| dc.subject | competitive structure | en |
| dc.subject | bank types | en |
| dc.title | Bank-Marketing Responses to Deregulation and Other Changes in the Financial Services Industry | en |
| dc.type | Thesis | en |
| thesis.degree.department | Marketing | en |
| thesis.degree.grantor | University Undergraduate Fellow | en |
| thesis.degree.level | Undergraduate | en |
| dc.type.material | text | en |
