表紙
市場調査レポート

欧州の銀行業:マーケティング支出活動、マーケティング・販売行動および戦略

Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the European Banking Industry 2012-2013: Survey Intelligence

発行 Timetric 商品コード 252646
出版日 ページ情報 英文 54 Pages
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本日の銀行送金レート: 1USD=106.71円で換算しております。
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欧州の銀行業:マーケティング支出活動、マーケティング・販売行動および戦略 Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the European Banking Industry 2012-2013: Survey Intelligence
出版日: 2012年10月16日 ページ情報: 英文 54 Pages
概要

当レポートでは、欧州の金融業(銀行・その他の金融サービス)の主要企業106社の経営幹部に対する聞き取り調査を下に、欧州の銀行業の現状・将来(今後2年間分)のマーケティング戦略展開について分析し、今後のマーケティング活動の予算配分や戦略目標設定、販売促進行動の計画・実施状況などを調査すると共に、その結果を各企業の業種および総売上高で整理して、概略以下の構成でお届けします。

第1章 イントロダクション

  • 当レポートの概要
  • 定義
  • 分析手法
  • 調査回答者のプロファイル

第2章 銀行業のマーケティング支出

  • 年間マーケティング予算
    • 業種別の回答
    • 総売上高別の回答
  • マーケティング支出の変更計画
    • 業種別の回答
    • 総売上高別の回答
  • 今後のメディア・チャネルへの投資
    • 業種別の回答
    • 総売上高別の回答

第3章 マーケティング・販売行動および戦略

  • マーケティングの主な目標
    • 業種別の回答
    • 総売上高別の回答
  • 主なマーケティング促進策:予算配分
    • 銀行の場合
    • 他の金融サービスの場合
  • マーケティング活動の根本的修正
    • 業種別の回答
    • 総売上高別の回答
  • マーケティング代理店選定の重要な要素
    • 業種別の回答
    • 総売上高別の回答

第4章 付録

図表一覧

目次
Product Code: BN1002SI

Synopsis

  • This report is the result of an extensive survey drawn from Timetric and VRL's exclusive panel of leading banks and other financial institutions in Europe. The opinions and forward looking statements of 106 industry executives have been captured in our in-depth survey, of which 32% represent directors and C-level respondents
  • The research is based on primary survey research conducted by Timetric and VRL accessing their B2B panels comprised of senior marketing decision makers and leading banking organizations
  • The report analyzes the European banking industry outlook and explores how business opportunities and demands are expected to change in 2012-2013
  • Key topics covered include annual marketing budget, planned change in marketing expenditure, future investment in media channels, key marketing objectives, key marketing initiatives: budget allocation, essential amendments to marketing activities in 2012-2013 and critical success factors for choosing a marketing agency

Summary

This report is the result of an extensive survey drawn from Timetric and VRL's exclusive panel of leading banks and other financial institutions in Europe. This report provides the reader with a definitive analysis of the European banking industry outlook and explores how business opportunities and demands are expected to change in 2012-2013. This report not only provides access to the opinions and strategies of business decision makers and competitors, but also examines the actions surrounding business priorities.

Scope

The report features the opinions of the European banking industry respondents related to the following:

  • Annual marketing budgets and change in marketing expenditure
  • Future spending outlook on media channels
  • Marketing agency selection criteria

Reasons To Buy

  • Gain insights into the European banking industry marketing behavior and expectations regarding expenditure and investment in specific media channels
  • Identify key amendments of marketing activities, the most important criteria for marketing agency selection and get access to the attitudes of marketing and sales respondents

Table of Contents

1. Introduction

  • 1.1. What is this Report About?
  • 1.2. Definitions
  • 1.3. Methodology
  • 1.4. Profile of Survey Respondents

2. Marketing Expenditure by Banking Industry

  • 2.1. Annual Marketing Budget
    • 2.1.1. Annual marketing budgets by company type
    • 2.1.2. Annual marketing budgets by company turnover
  • 2.2. Planned Change in Marketing Expenditure
    • 2.2.1. Planned change in marketing expenditure by company type
    • 2.2.2. Planned change in marketing expenditure by company turnover
  • 2.3. Future Investment in Media Channels
    • 2.3.1. Future investment in media channels by company type
    • 2.3.2. Future investment in media channels by company turnover

3. Marketing and Sales Behaviors and Strategies in 2013

  • 3.1. Key Marketing Objectives
    • 3.1.1. Key marketing objectives by company type
    • 3.1.2. Key marketing objectives by company turnover
  • 3.2. Key Marketing Initiatives: Budget Allocation
    • 3.2.1. Key marketing initiatives: budget allocation by banks
    • 3.2.2. Key marketing initiatives: budget allocation by other financial institutions
  • 3.3. Essential Amendments to Marketing Activities in 2012-2013
    • 3.3.1. Amendments to marketing activities by company type
    • 3.3.2. Amendments to marketing activities by company turnover
  • 3.4. Critical Success Factors for Choosing a Marketing Agency
    • 3.4.1. Critical success factors by company type
    • 3.4.2. Critical success factors by company turnover

4. Appendix

  • 4.1. Survey Results - Closed Questions
  • 4.2. Methodology
  • 4.3. Contact Us
  • 4.4. About Timetric
  • 4.5. About VRL Financial News
  • 4.6. Disclaimer

List of Tables

  • Table 1: Total European Banking Industry Survey Respondents by Company Type, 2012
  • Table 2: European Banking Industry Survey: Respondents by Job Role (%), 2012
  • Table 3: European Banking Industry Survey: Respondents by Company Turnover (%), 2012
  • Table 4: Annual Marketing Budgets by Company Type in the European Banking Industry (%), 2012
  • Table 5: Annual Marketing Budgets by Company Turnover in the European Banking Industry (%), 2012
  • Table 6: Expected Change in Marketing Expenditure by Company Type in the European Banking Industry (%), 2012-2013
  • Table 7: Expected Change in Marketing Expenditure by Company Turnover in the European Banking Industry (%), 2012-2013
  • Table 8: Future Investment in Media Channels by Banks in the European Banking Industry (%), 2012-2013
  • Table 9: Future Investment in Media Channels by Other Financial Institutions in the European Banking Industry (%), 2012-2013
  • Table 10: Key Marketing Objectives for Banks in the European Banking Industry (%), 2012-2013
  • Table 11: Key Marketing Objectives for Other Financial Institutions in the European Banking Industry (%), 2012-2013
  • Table 12: Key Marketing Initiatives: Budget Allocation by Banks in the European Banking Industry (%), 2012-2013
  • Table 13: Key Marketing Initiatives: Budget Allocation by Other Financial Institutions in the European Banking Industry (%), 2012-2013
  • Table 14: Amendments to Marketing Activities by Company Type in the European Banking Industry (%), 2012-2013
  • Table 15: Amendments to Marketing Activities by Company Turnover in the European Banking Industry (%), 2012-2013
  • Table 16: Critical Success Factors by Company Type in the European Banking Industry (%), 2012
  • Table 17: Critical Success Factors by Company Turnover in the European Banking Industry (%), 2012
  • Table 18: Survey Results - Closed Questions

List of Figures

  • Figure 1: Annual Marketing Budgets by Company Type in the European Banking Industry (%), 2012
  • Figure 2: Annual Marketing Budgets by Company Turnover in the European Banking Industry (%), 2012
  • Figure 3: Expected Change in Marketing Expenditure by Company Type in the European Banking Industry (%), 2012-2013
  • Figure 4: Expected Change in Marketing Expenditure by Company Turnover in the European Banking Industry (%), 2012-2013
  • Figure 5: Future Investment in Media Channels by Banks in the European Banking Industry (%), 2012-2013
  • Figure 6: Future Investment in Media Channels by Other Financial Institutions in the European Banking Industry (%), 2012-2013
  • Figure 7: Future Investment in Media Channels by Company Turnover in the European Banking Industry (% 'Increase' Responses), 2012-2013
  • Figure 8: Key Marketing Objectives for Banks in the European Banking Industry (%), 2012-2013
  • Figure 9: Key Marketing Objectives for Other Financial Institutions in the European Banking Industry (%), 2012-2013
  • Figure 10: Key Marketing Objectives by Company Turnover in the European Banking Industry (% 'Very important' responses), 2012-2013
  • Figure 11: Key Marketing Initiatives: Budget Allocation by Banks in the European Banking Industry (%), 2012-2013
  • Figure 12: Key Marketing Initiatives: Budget Allocation by Other Financial Institutions in the European Banking Industry (%), 2012-2013
  • Figure 13: Amendments to Marketing Activities by Company Type in the European Banking Industry (%), 2012-2013
  • Figure 14: Critical Success Factors by Company Type in the European Banking Industry (%), 2012
  • Figure 15: Critical Success Factors by Company Turnover in the European Banking Industry (%), 2012
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