competitive card market had finally begun to tell on American Express. Since its entry into the Indian market in 1973‚ American Express had carefully shielded itself from the battle by nurturing a small niche at the top-end of the market. So if the leader‚ Citibank and the late entrant Standard Chartered had followed the traditional low-margin‚ high-volume route to market leadership‚ American Express chose to swim against the tide by cultivating its exclusive niche at the super-premium end of the card market
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On June 16‚ 1812‚ with $2 million of capital‚ City Bank of New York (which is now known as Citibank) opened for business in the City of New York in the United States to serve a group of New York Merchants. * Citigroup was previously known as First National City Corporation in 1968 and was renamed as Citicorp. * In 1998‚ Citicorp merged with the Travelers Group to form Citigroup Inc. * Citibank has been known worldwide for being one of the largest commercial banks‚ spanning across six
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International Journal of Marketing Studies Vol. 1‚ No. 1 A Review of Marketing Mix: 4Ps or More? Chai Lee Goi Department of Marketing & Management‚ School of Business‚ Curtin University of Technology CDT 250‚ 98009 Miri‚ Sarawak‚ Malaysia Tel: 60-85-443-939 E-mail: goi.chai.lee@curtin.edu.my Abstract The main objective of this study is to review the present marketing mix applies particularly to the marketing. This study provides an idea to the marketers and can be used as tools to assist them
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two campaings? A. Fallon worldwide showed their creativity by creating a funny and engaging campaign which makes a genuine human connection with the audience to be able to invite and attract consumers to participate in their message. B. In Citibank‚ the sources of ideas in their campaign came from the problem of their company itself and the data they have gathered from the qualitative and quantitative research that have they conducted. In Holiday Inn Express‚ the sources of ideas in their
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MindaNews Region 12‚ ARMM get P6.36B for 4Ps GENERAL SANTOS CITY (MindaNews/28 July) — The national government has released a total of P6.36 billion in cash grants in the last three years to beneficiaries of its flagship conditional cash transfer program in Region 12 and parts of the Autonomous Region in Muslim Mindanao (ARMM). Bai Zorahayda Taha‚ Department of Social Welfare and Development (DSWD) Region 12 director‚ said Monday such amount was released directly to 222‚366 “poorest of the
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INDIAN BANKING SYSTEM A Transition from Traditional Banking to Mobile Banking BY: Abhilasha Sharma Indian Banking system: An Overview Banking in India originated in the last decades of the 18th century. The oldest bank in existence in India is the State Bank of India‚ a government-owned bank that traces its origins back to June 1806 and that is the largest commercial bank in the country. Central banking is the responsibility of the Reserve Bank of India‚ which in 1935 formally took over these
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the trend‚ Citibank added the customer satisfaction as non-financial indicator in the new measurement‚ performance scorecard‚ to evaluate the performance of branches. The strength of new measurement would motivate the bank to maintain and reach higher quality services‚ bringing more potential customers into the bank. In addition‚ it allows the bank to set the best-service branch as a benchmark which others could either learn or follow by improving the performance. By doing so‚ Citibank encourages
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CONTENT 1. INTRODUCTION 3 2.MONETARY AND FISCAL POLICIES OF THE USA 3 3.REASONS FOR CONTRADICTORY CONSEQUENCES 5 4.IMPACT ON THE BANKING SYSTEM 7 5.IMPACT ON CITIBANK 8 6.RECOMMENDATIONS 9 7.CONSEQUENCES 10 8.REFERENCES 11 EXECUTIVE SUMMARY The global economic downturn‚ the sub-prime mortgage fiasco‚ investment bank collapses‚ falling shares and home prices‚ and tight credit pushed the
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marketing academia as the 4Ps Marketing Mix framework‚ “the Rosetta stone of marketing education” according to Lauterborn (1990). The Mix has its origins in the 60’s: Neil Borden (1964) identified twelve controllable marketing elements that‚ properly managed‚ would result to a “profitable business operation”. Jerome McCarthy (1964) reduced Borden’s factors to a simple fourelement framework: Product‚ Price‚ Promotion and Place. Practitioners and academics alike promptly embraced the Mix paradigm
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fit the need? Will he recommend or criticize? • The competitors Who are they: direct or indirect‚ actual or potential What are they: size‚ market position (leader‚ challenger‚ specialist) What are their resources and positioning (4Ps) • The distributors State: concentrated or spread out Profile: generalists‚ specialists Strategies: differentiation (from others)‚ own brands The marketing diagnosis: the SWOT analysis • Opportunities & Threats:
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