NATIONAL OPEN UNIVERSITY OF NIGERIA

UNIVERSITY VILLAGE, PLOT 91, CASDASTRAL ZONE, NNAMDI AZIKIWE EXPRESS WAY, JABI, ABUJA.
FACULTY OF MANAGEMENT SCIENCES
MARCH/APRIL 2015 EXAMINATION

COURSE CODE:        BFN402                                                           CREDIT UNIT: 2

COURSE TITLE:       MARKETING OF FINANCIAL SERVICES

TIME ALLOWED:     2 HOURS

Instructions:   

1. Attempt question Number one (1) and any other two (2) questions.
2. Question number 1 carries 30 marks, while the other questions carry 20 marks each
3. Present all your points in coherent and orderly manner

QUESTION 1.

1. List and briefly explain four pricing policies. 10 marks
2. Briefly discuss the two marketing strategies commonly used by insurance companies. 10 marks
3. Explain the meaning of Financial Services and give four conditions that will enable you effectively market these services. 10 marks

QUESTION 2.

1. List five factors that can impede marketing planning. 5 marks.
2. Briefly explain the characteristics of a Service. 10 marks
3. What are the bases for segmenting a market? 5 marks

QUESTION 3.

1. Identify and explain the challenges faced when marketing banking services. 10 marks
2. List ten steps that form a successful and effective marketing strategy for bank products. 10 marks

QUESTION 4.

1. Define and briefly explain Relationship Marketing. 5 marks
2. What are methods used in building relationships with customers. 5 marks
3. Identify and briefly discuss the stages in new product development. 10 marks

QUESTION 5.

1. List and explain the three kinds of internet banking forms in the market place. 10 marks
2. Define Capital Market and discuss five types of Capital Market. 10 marks