Financial Services Marketing S9 - Segmentation, Targeting and Positioning

One of the unique characteristics of financial services markets is the existence of many sub-groups of consumers with different financial needs. This has resulted in the formation of distinct consumer segments with varying characteristics and financial aspirations. Often the financial needs of the various segments can be mapped against specific categories of financial services. As a result, financial services marketers have the ability to effectively target each of these different segments with unique and customized marketing pitches which are most likely to create customer response within the segment. The BSU E-learning and Problem-based Learning Programme seeks to strengthen the capacity of South Universities including University of Ghana in the using of e-learning and problem-based learning approach for teaching and learning in UG. This video-lecture is developed under this initiative to enhance learning activities in the classroom and beyond.