Unit 3
Introduction to Marketing
Vache Zohrabyan
Task A
Introduction- In this task I will describe how marketing techniques are used to market
products in KB a.s. and Petrof s.r.o.(a). and also I will describe the limitations and constrains
of marketing(b). And I will describe how KB a.s. a uses marketing research to contribute to the
development of its marketing plans
Komerční banka
(“KB”) is a major Czech bank and the parent company of KB Group, a member of the Société
Générale international financial group. The bank was founded in 1990 following separation
of commercial activities from the former Státní banka československá.
Petrof s.r.o.
Petrof is currently the largest producer of acoustic grand and upright pianos in Europe. It
trades in 5 continents and exports to over 65 countries the world over. Since 1864, when
Antonín Petrof built his first piano, they have produced under the PETROF name roughly
630,000 instruments and many others within the PETROF Brand Family. their pianos are
popular among musicians above all for their unusually soft, gentle, rounded and romantic
tone.
Marketing is the process of meeting the necessities and wants of customers. Most
businesses today are having rivalry towards generating the most profits as there are a lot of
competitors in the business world. Marketing techniques are one of the ways that a
business would do to increase its productivity and sales.
KB a.s
Type of business- joint-stock company
Kb is profit organization
Kbs products are:
Business loans.
Checking accounts.
Savings accounts.
Debit and credit cards
Etc.
, Market share
KB's position in the position of the Czech leasing and financial association represents 18%
market share in its target market of transport equipment, machinery and equipment
Purpose- Commercial banks are financial institutions that provide services for both savers
and borrowers. Their role in the financial system is critical to keeping money available and
liquid. By definition, commercial banks operate in pursuit of a profit, according to the
Federal Reserve System's National Information Center.
Sponsoring
Komerční banka has been a partner of institutions, projects and events of society-wide
importance for many years. It focuses on culture, non-professional sport and education.
Support for Czech culture is the main area of the bank’s sponsorship. Komerční banka has
been the general partner of the National Theatre, the most important Czech theatrical
institution, for more than ten years. The bank has been supporting the French Film Festival
for the same time. Since 2014, it has also been a partner of the National Gallery in Prague.
Advertising
KB are making advertisements quite often. And you can find some of them even in YouTube
and usually you can see their advertisements in TV eg. komerční banka: stopování se
schovaným spolujezdcem, komerční banka: penzijní spoření od komerčky, komerční banka:
nevlastněte auto jakoby.
Komerční banka Group Financial Results as of 30 June 2018
Komerční banka reported today its unaudited consolidated results for the first half of 2018.
Total revenues declined by 1.5% to CZK 15.4 billion. Net interest income, which constitutes
the main contribution to revenues, was higher by 3.7% from the year earlier due to growth
in the volumes of deposits and loans, as well as higher market interest rates that positively
influenced returns from reinvestment of deposits.
Relationship Marketing- Relationship marketing are the marketing activities that are
targeted at developing and handling long-term relationships with a huge proportion of
customers. KB uses relationship marketing to build long-term relationships with customers.
SERVICE
A key element is defining service quality. We can distinguish between levels of service and
find out on what our competitive advantage depends on which product characteristics fall
into extended product.
Service Bid Management decides on the activities that affect the three bidding factors:
1) Service elements - all material and non-material elements of the total offer
2) forms of service - are different on the market, differing for example by price creation
Introduction to Marketing
Vache Zohrabyan
Task A
Introduction- In this task I will describe how marketing techniques are used to market
products in KB a.s. and Petrof s.r.o.(a). and also I will describe the limitations and constrains
of marketing(b). And I will describe how KB a.s. a uses marketing research to contribute to the
development of its marketing plans
Komerční banka
(“KB”) is a major Czech bank and the parent company of KB Group, a member of the Société
Générale international financial group. The bank was founded in 1990 following separation
of commercial activities from the former Státní banka československá.
Petrof s.r.o.
Petrof is currently the largest producer of acoustic grand and upright pianos in Europe. It
trades in 5 continents and exports to over 65 countries the world over. Since 1864, when
Antonín Petrof built his first piano, they have produced under the PETROF name roughly
630,000 instruments and many others within the PETROF Brand Family. their pianos are
popular among musicians above all for their unusually soft, gentle, rounded and romantic
tone.
Marketing is the process of meeting the necessities and wants of customers. Most
businesses today are having rivalry towards generating the most profits as there are a lot of
competitors in the business world. Marketing techniques are one of the ways that a
business would do to increase its productivity and sales.
KB a.s
Type of business- joint-stock company
Kb is profit organization
Kbs products are:
Business loans.
Checking accounts.
Savings accounts.
Debit and credit cards
Etc.
, Market share
KB's position in the position of the Czech leasing and financial association represents 18%
market share in its target market of transport equipment, machinery and equipment
Purpose- Commercial banks are financial institutions that provide services for both savers
and borrowers. Their role in the financial system is critical to keeping money available and
liquid. By definition, commercial banks operate in pursuit of a profit, according to the
Federal Reserve System's National Information Center.
Sponsoring
Komerční banka has been a partner of institutions, projects and events of society-wide
importance for many years. It focuses on culture, non-professional sport and education.
Support for Czech culture is the main area of the bank’s sponsorship. Komerční banka has
been the general partner of the National Theatre, the most important Czech theatrical
institution, for more than ten years. The bank has been supporting the French Film Festival
for the same time. Since 2014, it has also been a partner of the National Gallery in Prague.
Advertising
KB are making advertisements quite often. And you can find some of them even in YouTube
and usually you can see their advertisements in TV eg. komerční banka: stopování se
schovaným spolujezdcem, komerční banka: penzijní spoření od komerčky, komerční banka:
nevlastněte auto jakoby.
Komerční banka Group Financial Results as of 30 June 2018
Komerční banka reported today its unaudited consolidated results for the first half of 2018.
Total revenues declined by 1.5% to CZK 15.4 billion. Net interest income, which constitutes
the main contribution to revenues, was higher by 3.7% from the year earlier due to growth
in the volumes of deposits and loans, as well as higher market interest rates that positively
influenced returns from reinvestment of deposits.
Relationship Marketing- Relationship marketing are the marketing activities that are
targeted at developing and handling long-term relationships with a huge proportion of
customers. KB uses relationship marketing to build long-term relationships with customers.
SERVICE
A key element is defining service quality. We can distinguish between levels of service and
find out on what our competitive advantage depends on which product characteristics fall
into extended product.
Service Bid Management decides on the activities that affect the three bidding factors:
1) Service elements - all material and non-material elements of the total offer
2) forms of service - are different on the market, differing for example by price creation
