Ambitiousbaba.com                                                                      On      li n  e   Mo         ck      T  e  s  ts               
            
                                              
                  Best Study Materials and Mock Tests for JAIIB/CAIIB Exams      1 
            
            
                         Ambitiousbaba.com                                                                      On      li n  e   Mo         ck      T  e  s  ts               
                  
                                        CAIIB – Retail Banking  
                     Module C- Marketing In Retail Banking 
                                                              Index  
                          No. of Unit                                  Topics Name 
                       Unit 1                    Marketing in Retail Banking 
                       Unit 2                    Delivery Channels in Retail Banking 
                       Unit 3                    Delivery Models 
                       Unit 4                    Customer Relationship Management In 
                                                 Retail Banking 
                       Unit 5                    Service Standards for Retail Banking 
                       Unit 6                    Technology In Retail Banking 
                  
                  
                                 Unit 1: Marketing in Retail Banking 
                                                  Marketing in Banking 
                     •   Sir Frederick Seebohmn define 'the creation and delivery of customer - 
                         satisfying services at a profit to the bank' 
                     •   Kenneth Andrew defines Bank Marketing as 'the matching of bank's resources 
                         with the customer's needs in the most profitable manner'. 
                 Customer is the centre of attraction in retail banking and marketing and all the 
                 activities have to be focussed towards 
                     •   Identifying the customers' needs, 
                     •   Developing appropriate products to satisfy their needs, 
                     •   Providing them with efficient delivery channels for availing the products. 
                     •   Making them avail the products continuously. 
                 Marketing in Retail Banking  
                 The process of marketing comprises different stage: 
                     •   Marketing Analysis 
                            Best Study Materials and Mock Tests for JAIIB/CAIIB Exams                                       2 
                  
                  
                                            Ambitiousbaba.com                                                                      On      li n  e   Mo         ck      T  e  s  ts               
                                     •      Marketing Planning  
                                     •      Marketing Implementation 
                                     •      Marketing Control  
                             Marketing Mix in Retail Banking  
                             Fundamental ingredients of an effective marketing mix in retail banking which are 
                             as follows: 
                                     •      Product 
                                     •      Price 
                                     •      Promotion 
                                     •      Place 
                                     •      People 
                                     •      Process 
                                     •      Physical evidence 
                             The success of the seven Ps and the marketing strategies are measured only by the 
                             responses from the customers from the point of view of need satisfaction. 
                                             Unit 2: Delivery Channels in Retail Banking 
                                                                                                                         
                                                                                            Delivery Channels 
                                                                                                                         
                                                                                                                                                Electronic & Remote 
                             Channels Physical Channel                                                                                                            
                                                                                                          ATMs, Internet Banking, Mobile Banking 
                             Branch  
                                            Extension Counter  
                                                                                Physical / Direct Channels  
                                     •      Branch: A branch, banking center or financial center is a retail location where a 
                                            bank, credit union, or other financial institution offers a wide array of face-to-
                                            face and automated services to its customers. 
                                     •      Extension Counter: Extension counters provide limited banking services such 
                                            as deposit/withdrawal transactions, issuing and encashment of drafts and mail 
                                            transfers, issue and encashment of travellers cheques, sale of gift cheques and 
                                            collection of bills. 
                                                 Best Study Materials and Mock Tests for JAIIB/CAIIB Exams                                                                                                                 3 
                              
                              
                         Ambitiousbaba.com                                                                      On      li n  e   Mo         ck      T  e  s  ts               
                  
                                                  Electronic & Remote 
                 Automated Teller Machines (ATMs) 
                     •   An automated teller machine also known as an Automated Banking 
                         Machine (ABM)  is an electronic telecommunication device that enables the 
                         customers of a financial institution to perform financial transactions, particularly 
                         cash withdrawal, without the need for a human cashier, clerk or bank teller. 
                 The Services Normally Offered At An ATM Are: 
                     •   Cash withdrawal 
                     •   Cash Deposit 
                     •   Account information 
                     •   Regular bills payment 
                     •   Balance Enquiry 
                     •   Mini Statements 
                     •   Money Transfer 
                     •   Purchase of Re-load Vouchers for Mobiles 
                 Types Of ATMs 
                      •   White Label ATM: White Label ATMs are those ATMs which set up, owned and 
                          operated by non-bank entities. To aid financial inclusion and drive ATM 
                          penetration in the country the Reserve Bank of India has permitted the launch of 
                          White Labelled ATMs (WLAs) i.e private non-bank companies to set up, own and 
                          operate its own brand of ATMs in the country. These white label ATMs will not 
                          display logo of any particular bank. TATA launched the first white label ATM 
                          in India under the brand name of Indicash. 
                      •    Brown Label ATMs: These ATMs are owned and maintained by service 
                          provider whereas a sponsor bank whose brand is used on ATM takes care of 
                          cash management and network connectivity. 
                      •    Onsite ATMs: These are ATM machines that are set up in the premises 
                          where there is a bank branch so that both the physical branch and the ATM 
                          can be used. This is known as being on site and this can be used for several 
                          purposes. Many people can use this to avoid the lines that are present in the 
                          branch and hence save on the time required to complete their transactions. 
                      •   Offsite ATMs: These are the machines that are set up on a standalone basis. 
                          This means that the bank has a place where there is only an ATM machine 
                          then this becomes an offsite ATM. This is done to ensure that the bank reaches 
                          out to more geographical areas and that people are able to use its services even 
                          when there is no bank branch in the area. 
                 Point-of-sale (POS) terminal 
                            Best Study Materials and Mock Tests for JAIIB/CAIIB Exams                                       4