Sbiclerks Marketing Aptitude 1

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SBI ClerksMarketing Aptitude

'Bank marketing is the aggregate of functions, directed at providing services to

satisfy customer's financial needs and wants, more effectively and efficiently than the

competitors keeping in view the organisational objectives of bank'

- By NIBM, Pune

★ Banking is a service based industry which provides services in order to satisfy

the customers' financial needs and wants, primarily.

★ Identification of financial need and providing appropriate quality services is a

competitive edge to the bank.

★ In India, banks are having two different objectives, one is profit making, other is

financial development of rural areas. In order to achieve these objectives

marketing is the only source for banks.

★ Each and every employee of the bank (directly or indirectly) provides services to

customers. Which means each and every frontline employee generates revenue

by selling the intangible, heterogeneous product called SERVICE to the customer

directly, it means production, distribution and consumption are simultaneous

process in that services. So, it is a marketing activity.

★ In this activity, the service include identification of need, fulfilment of desire,

satisfaction, relationship with customer, building a trust worthiness between bank

and customer and moreover achieving the objectives of bank is the primary job

of a bank employee.

★ Performance of bank and employee will be affected by the services rendered to

the customers. So, he/ she needs minimum marketing skills in order to do a

service oriented job in a bank.

★ Though the western countries applied marketing concepts in banking in early 60s

but in India it started in 70s.

★ The first bank to implement this in India was State Bank of India. As state owned

bank and agent of RBI, it was having a versatile set of objective in front. State

Bank of India has taken an important step to implement the marketing concept

first time in Indian Banking Sector.

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★ SBI has adopted a marketing concept called market segmentation. It has

classified the market into different segments like commercial and institutional,

small industries and small business, agriculture and personal. It is having a

district functional development department with primary function as

marketing.

★ In 21st century, with the entry of private sector banks in India customer oriented

marketing concept was introduced.

★ As banks are implementing marketing as a strategy, in order to fit into this type

of situation in banks, the new employee must have marketing knowledge. So,

SBI and its associates made marketing aptitude as a mandatory part in their

recruitment process. They need employees with marketing knowledge, and many

private sector banks are also focusing on marketing in their recruitment process.

★ Marketing knowledge will help the employees in understanding the banking

services in a better way. Marketing aptitude main motive is to understand the

marketing concepts which makes job easier to new employees.

Role of marketing aptitude in scoring and final section

★ Marketing questions can be seen in CWE and in personal interview.

★ Marketing aptitude questions carry 20-25 marks. If you understand the

marketing concept better, those will be simple questions, can be answered in no

time and can score completely.

★ In personal round they may ask about marketing questions related to banking,

regarding bank products, performances and your opinion about a product, etc.,.

If you are able to answer them defiantly it is a good scoring area.

Books for Reference

★ Principles and Practices of Banking Module: D - By IIBF

★ Marketing Knowledge -By Dr. L.N. Koli & Prem Koli

★ Objectives of Marketing Aptitude - By Arihant Publication

★ Marketing Aptitude: Useful for Banking Services and other Competitive Exams

- By Sima Kumari

★ Objective Marketing Knowledge - By Kiran Prakashan

★ Marketing Knowledge and Aptitude - By Kiran Prakashan



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Important Questions

1. Bank marketing is aimed at providing services to satisfy customers' ......... needs.

a) Physical b) Financial c) Primary

d) Market e) None of these

2. Objective of marketing is ........

a) Target market b) Fulfil needs

c) Integrated marketing d) Profit by customer satisfaction

e) All the above

3. To make proper marketing decisions we need to be done .......

a) Market research b) Financial product

c) Targeted market d) Publicity

e) None of these

4. To survive in the growing competition banks need to implement ..........

a) Free schemes b) Service orientation

c) Marketing orientation d) Core banking

e) None of these

5. Gathering information about customers or market is known as ...........

a) Customer inspection b) Checking market area

c) Need of a bank d) Market research

e) None of these

6. For effective segmentation of market we require .........

a) Substantial b) Accessible

c) Differentiable d) Responsive

e) All the above

7. Treating of the market as a homogenous group and offering the same services to

all customers is a ..........

a) Mass marketing b) Segment marketing

c) Local marketing d) Group marketing

e) None of these



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8. Process or methodology used to learn more about customers' needs and

behaviours is?

a) Selling process b) Customer relationship management

c) Believing in customer d) Customer facing

e) None of these

9. Labelling means ......

a) Identify the product or brand

b) Provide information about the product

c) Promote the product through 'attractive graphics'

d) All the above

e) None of these

10. Developing and spreading persuasive communications about an offer or product

is known as ........

a) Promotion b) Information

c) Channel usage d) Distribution

e) None of these

11. Converting an opportunity to revenue by salesperson depends on ........

a) Sales manager

b) Pay scale

c) Skills and willingness of the sales person

d) Competitors

e) None of these

12. Why banks having less focus on customer although they use direct marketing?

a) Due to lack of appreciation of need for marketing in banking

b) Banks do not need customers much

c) Direct marketing never gives importance for customers

d) Banks need money than customers

e) None of these

13. Identify the direct marketing tool from the following.

a) Core banking b) Kiosks

c) Direct mailing d) Websites

e) All the above



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14. A set of tools used in marketing is .......

a) Direct marketing b) Sales personal

c) Marketing mix d) Market value

e) None of these

15. One of the following is not included in 4 P's of marketing .......

a) Product b) Price c) Place

d) Policy e) None of these

16. What are the four stages of product life cycle .......

a) Introduction, growth, maturity and decline

b) Starting, sales, service and end

c) Introduction, sales, service and end

d) Starting, growth, sales, and decline

e) None of these

17. SWOT stands for ........

a) Strengths, Weakness, Opportunities and Threats

b) Selling, Willing, Opening, and Treating

c) Sales, Winning, Opportunity and Team

d) Sales, Weakness, Opportunity and Team

e) None of these

18. Difference between marketing and selling ........

I) Marketing focus on customer and selling focus on seller.

II) Marketing practices integrated approach and selling practices Fragmentedapproach.

III) Marketing converts customer's need into product and selling convertsproduct into cash.

IV) Marketing makes profits through customer satisfaction, selling makesprofits through sales volume.

a) Only (I) b) I, III, IV c) II, IV

d) All I, II, III, IV e) None of these

19. Modern style of marketing include .........

a) E-commerce b) E-mail solicitation

c) Social media marketing d) All the above

e) None of these



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20. One of the following is not included in market segmentation ........

a) Geographic Segmentation b) Demographic Segmentation

c) Sales Segmentation d) Behavioural Segmentation

e) None of these

21. Census means ........

a) A stock market index b) A complete canvas of a population

c) A list of voters in a constitution d) A channel in marketing

e) None of these

22. Redundancy means .........

a) Storing same data in many places

b) Reducing efforts of sale force

c) No multiple storages or storing the data in single place

d) Reducing customer efforts in banking

e) None of these

23. The legal term for brand is ........

a) Trademark b) Name

c) Identity of product d) Symbol of product

e) None of these

24. Major feature of service is .........

a) Production, distribution and consumption are simultaneous process

b) Production and distribution are separated from consumption

c) Transfer of ownership is done to the customer

d) Tangibility

e) None of these

25. Bank passbook or fixed deposit receipt may be treated as ............ packing.

a) Branded b) Primary c) Costly

d) Labelling e) None of these

26. Identify the factor that influence pricing .....

a) Competitor's policy b) Government controls and regulations

c) Bargaining power of suppliers d) All the above

e) None of these

KEY1-b; 2-e; 3-a; 4-c; 5-d; 6-e; 7-a; 8-b; 9-d; 10-a; 11-c; 12-a; 13-e; 14-c; 15-d; 16-a;17-a; 18-d; 19-d; 20-c; 21-b; 22-a; 23-a; 24-a; 25-b; 26-d.



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Sbiclerks Marketing Aptitude 1