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Marketing Mix In Financial Investment Services Companies

Author

Listed:
  • Ioana Ancuța IANCU

    (Universitatea Tehnică din Cluj Napoca, Cluj-Napoca, România)

Abstract

Given that services of Financial Investment Services Companies can be very similar (described by law), it's very important that they be distinguished by certain elements from competitors, thereby gaining market share. How can they do that? By adding value for customers. International literature offers views on creating competitive advantage considering the elements of the Marketing Mix: product, price, placement, promotion, personnel, process and physical evidence. From our experience in brokerage business, but also from our research in this field, we conclude that product and prices policies should be considered in periods of economic growth and stagnation. If in times of crisis we find no significant differences between companies (regardless of the number of products or the fees they have), in a stabilized economy, precisely this policies makes the difference between competitors.

Suggested Citation

  • Ioana Ancuța IANCU, 2016. "Marketing Mix In Financial Investment Services Companies," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 10, pages 59-64, April.
    • Handle: RePEc:cmj:seapas:y:2016:i:10:p:59-64
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    More about this item

    Keywords

    Marketing Mix; Financial Investment Services Companies; Stock Market; Added Value;
    All these keywords.

    JEL classification:

    • G24 - Financial Economics - - Financial Institutions and Services - - - Investment Banking; Venture Capital; Brokerage

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