金融服务营销案例分析参考答案

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1、金融服务营销案例分析参考答案1.Nationwide四、CaseAnalysis(共20题，⑴10分，(2)10分)，以下答案仅供参考，只要学生答案能够自圆其说，就可以给满分1.Mainplotsfromthecase;sentencesrelateddirectlytoyouranalysisbelow(10marks)(1)Nationwidehasadoptedadistinctivepositiondesignedtoshowitsmembersandothersthatitsresponsibilitiesasabuildingsocietygobeyondsim

2、plypursuingcommercialinterests.(2)WhenNationwideandAngliamergedin1987,theneworganizationhadalargerbranchnetworkthananyothersociety,notonlyintheUKbutinthewholeworld・(3)Asbuildingsocietiesdonothavetopaydividendstoshareowners,theydonotneedtogeneratethesamelevelofprofitthatbanksrequireinordert

3、opaydividendstoshareowners.Asaresult,buildingsocietiesareabletochargelesstoborrowersandpaymoretosavers・Buildingsocietiesthathavebecomebanksareabletoraisemoneymoreeasilyandtotakeonnewanddifferentlinesofbusiness,buttheyalsotakeonadditionalobligationstoshareownersthatalterthewayinwhichtheycan

4、setaboutdoingbusiness.(4)Whereasinamutualorganizationitsownersarealsoitscustomers,theshareownersofapubliclimitedcompanyaremuchmoredivorcedfromthebusiness.(5)Whilstthekeytomakingsufficientlyhighprofitsinvolvesbeingverygoodatprovidingwhatthecustomerwants,forpubliclimitedcompaniesitcanalsoinv

5、olvesettingpricesthatreflectaneedofhighmargins・Asamutualorganizationandwithouttheneedtosatisfyshareowners,Nationwideisfreetoadoptadifferentbusinessapproach.Itlookstodelivervalueforitsmembersbysettinglowmargins.(6)ThecoreofthebusinessineludearesponsibilitytomembersthatenablesNationwidetooff

6、erservicesthatcompetewithbanksbutatalowercostbecausedividendsdonothavetobepaidtoshareowners.Stayingmutualenablessuchorganizationstoretaintheirabilitytoservemembersinawaythatthesemembersclearlyvalue.Thisineludesofferingservicesthatareinclusiveandlocal.(7)Tocompeteinthemarketplace,manyofthes

7、enewly-formedbankingorganizationshavehadtoreducetheircostbase・Measurestakenhaveineludedreducingbranchnetworksandmaximizingtheuseoftechnologiestoprovidecustomerswithformsofservicethatrequirelittleornohumancontact.Thesemeasurehavealsoledtomarkedreductionsinstaff