Investigating and Determining the Priority of Effective Promotion Mixed Elements in Increasing Market Share in Private Banking
Neda Bahmani
Journal of Information & Systems Management, Vol. 9, No. 1, 2019.
DOI: 10.6025/jism/2019/9/1/1-10
Link: http://www.dline.info/jism/fulltext/v9n1/jismv9n1_1.pdf
Abstract:
Marketing considered as one of the knowledge that is gradually finding its true status. In this regard, attention to promotional activities is particular importance. Planning for promotion mix in organizations is based on factors such as
market characteristics, target customers, and other things. In this study, we tried to identify and rank the effective promotion
mix in increasing the market share in private banking. This study is practical in terms of survey method. The statistical society
of this study is all the experts and directors in the field of marketing and spatial domain of this study is Middle East bank,
Saderat and Eghtesad Novin banks. In the present study, the Kolmogorov-Smirnov test was used to examine the normal
distribution of the sample, and a single-sample T test was used to test the mean of the community. To evaluate the effect of each
promotional mix methods, a binomial test was used and for ranking Friedman test. Based on the results of this study, personal
sales have the most impact on increasing the market share in private banking. Among the different methods of sales, personal
sales or one by oneis ranked the first place and demos less than 15 is the next. The order of other promotional elements is based on the following: sales promotion, direct marketing, public relations and, finally, advertising.