Research On Marketing Strategy Of Banks In Macau

Philip Kotler defined arketing?as an enterprise. It determines the market's demand and desire, to ascertain an organization could provide finest services to target markets, and to create appropriate products, services and proposals in order to satisfy the market抯 demand. The marketing of financial institutions means by using proficient selling skills, to promote relevant goods and services to relevant customers in bargaining prices. This could satisfy the customer抯 desires, while the financial institution could also benefit from the trade. To ascertain the success of the marketing strategy, financial institutions should, with reference to their financial status and the business environment, deploy the SWOT system to analysis the markets and discover obscure opportunities, in order to contrive a systematic marketing strategy to achieve their goals. The following thesis studied the marketing strategy of financial institutions in Macao. The thesis was divided into two sections: Section 1 discussed the connection between marketing theory and the marketing strategy of financial institutions. Section 2 discussed, theoretically and practically, the execution of the marketing strategy of financial institutions and the current financial circumstances in Macao.