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Post-Launching Monitoring Activities For New Transactional Banking Products Addressed To Smes (Considerations)

Author

Listed:
  • Giuca Simona-Mihaela

    (Academy of Economic Studies, Bucharest, Marketing Faculty, Marketing Faculty)

Abstract

The current paper has the aim to provide guidelines for post-launching monitoring activities and steps related to new transactional banking products addressed to SMEs. While the pre-launching activities have the purpose of accurately defining the objectives, assumptions and estimations, the purpose of the post-launching plan is to identify: if the final objectives of a product launching have been met, on one hand, to analyze results in the sense of identifying an efficient action plan in order to overcome the lack of results (if case), but most important, to identify opportunities for optimizing the products and for communicating properly the value proposition. This paper also presents schemes for monitoring the results from a business case and for motivating the sales force, as an essential step in increasing the sales. Therefore, alternatives of incentive campaigns are presented, as sustainable campaigns with to purpose to achieve an expected success rate. As an additional support guideline for the sales force, some scenarios and post-sales actions are presented, together with an example of portfolio analysis considering potential per client. Considering the methods and details presented in the current paper, one can identify the importance and find out how to monitor the results after launching a new transactional product addressed to SMEs, can understand and design an incentive scheme and also define actions to be taken in order to increase revenues from a newly launched transactional product.

Suggested Citation

  • Giuca Simona-Mihaela, 2014. "Post-Launching Monitoring Activities For New Transactional Banking Products Addressed To Smes (Considerations)," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 998-1004, July.
    • Handle: RePEc:ora:journl:v:1:y:2014:i:1:p:998-1004
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    File URL: http://anale.steconomiceuoradea.ro/volume/2014/n1/109.pdf
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    References listed on IDEAS

    as
    1. Daniela Rodica Silivestru(Popescu), 2012. "Bank Loans And Small Firm Financing In Romania," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 1(14), pages 1-15.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    banking marketing; business case; incentive scheme; SME;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • D24 - Microeconomics - - Production and Organizations - - - Production; Cost; Capital; Capital, Total Factor, and Multifactor Productivity; Capacity

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