2022年2022年金融服务营销案例分析参考答案 .pdf

金融服务营销案例分析参考答案1. Nationwide 四、Case Analysis （共 20 题,(1)10分，(2)10 分）, 以下答案仅供参考，只要学生答案能够自圆其说，就可以给满分1. Main plots from the case; sentences related directly to your analysis below (10 marks) （1）Nationwide has adopted a distinctive position designed to show its members and others that its responsibilities as a building society go beyond simply pursuing commercial interests. （2）When Nationwide and Anglia merged in 1987, the new organization had a larger branch network than any other society, not only in the UK but in the whole world. （3）As building societies do not have to pay dividends to shareowners, they do not need to generate the same level of profit that banks require in order to pay dividends to shareowners. As a result, building societies are able to charge less to borrowers and pay more to savers. Building societies that have become banks are able to raise money more easily and to take on new and different lines of business, but they also take on additional obligations to shareowners that alter the way in which they can set about doing business. （4） Whereas in a mutual organization its owners are also its customers, the shareowners of a public limited company are much more divorced from the business. (5) Whilst the key to making sufficiently high profits involves being very good at providing what the customer wants, for public limited companies it can also involve setting prices that reflect a need of high margins. As a mutual organization and without the need to satisfy shareowners, Nationwide is free to adopt a different business approach. It looks to deliver value for its members by setting low margins. (6) The core of the business include a responsibility to members that enables Nationwide to offer services that compete with banks but at a lower cost because dividends do not have to be paid to shareowners. Staying mutual enables such organizations to retain their ability to serve members in a way that these members clearly value. This includes offering services that are inclusive and local. (7) To compete in the market place, many of these newly-formed banking organizations have had to reduce their cost base. Measures taken have included reducing branch networks and maximizing the use of technologies to provide customers with forms of service that require little or no human contact. These measure have also led to marked reductions in staff levels, including redundancies. By contrast, Nationwide has, to all intents and purposes, retained its branch network whilst at the same time developing its online services. 2. Theories or suggestions extracted from textbook，including analysis and your suggestions (10 marks)（这一部分可以用中文回答）(1) Value = benefits financial cost other user s cost The core of the business include a responsibility to members that enables Nationwide to 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 1 页，共 3 页 - - - - - - - - - offer services that compete with banks but at a lower cost because dividends do not have to be paid to shareowners. These clearly decrease the financial cost of its customers and increase their value. National should keep on the distinctive position. Building societies that have become banks are able to raise money more easily and to take on new and different lines of business. That means National should diversify its products to compete with banks. (2) National s relational marketing excels banks as its owners are just its customers, which saves the expenses of loyalty program. National s distribution network is larger than banks, the superiority of which could be taken use of. Paralleling the network should be the branching of banking business to meet the need of its members and increase the variety of its prouducts. 2.Investment trust 四、Case Analysis （共 20 分,(1)10分，(2)10 分）以下答案仅供参考，只要学生答案能够自圆其说，就可以给满分1.Main plots from the case; sentences related directly to your analysis below (10 marks) （1）Investing in shares of an individual company involves more risk than in the shares of a variety of companies. This is where collective investment vehicles such as investment trusts, unit trusts and open-ended investment companies (OEICs) come in. This way, people with small amounts of money can gain exposure to the long-term potential of the stock market, at low cost, through a diversified and professionally run portfolio of shares. This spreads the risk of stock market investment. （ 2 ） Some investment trusts and other financial institutions buy shares in under-performing companies to try to improve their performance and the ultimate return on their investment. Investment trusts will monitor the performance of those companies and as shareholders may influence the decisions made there. Naional banks less low Variety of service product, more Level of charges, high 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 2 页，共 3 页 - - - - - - - - - （3）Investment trusts can provide a sound investment option for shareholders as they invest across a variety of sectors and risk profiles, spreading risk over a number of investments. （4）An investment trust company will use its shareholders money to buy shares across several different sectors of the market place. The investment trust will consider carefully its aims and objectives and which companies have the best potential to meet them. They will invest accordingly. （5）S/he or it - many shareholders are companies or institutions like pension funds - will be very influential in the decisions the organization takes. If the majority shareholder believes a proposal to be detrimental to the businesses, it may not be carried through.Investment trusts are themselves shareholders but on a much larger scale than individual investors. This ultimately gives them more power in the company. Where the investment trust has a large shareholding in a company, it has the power to influence the decisions about the companys future. （ 6） The UK government encourages large institutions that invest substantially in companies to use their power as shareholders to influence decisions in the best interests of the company and their investment. Shareholders are able to vote at the Annual General Meeting for the removal or election of different members of the Board of Directors. （ 7） An investment trust company has stakeholders, just like any other PLC, but investment trusts only customers are its shareholders. This is because investment trusts are companies whose only purpose is to invest in the shares of other companies. （8）The Association of Investment Trust Companies operates on behalf of investment trusts by: - raising awareness and promoting benefits of investment trusts to consumers - providing education, information and training on investment trusts to financial advisors - supplying statistical information to the marketplace - lobbying policy makers on behalf of the investment trust sector - working with member companies to help them realize the potential of the investment trust structure. 2. Theories or suggestions extracted from textbook，including analysis and your suggestions (10 marks)（这一部分可以用中文回答）(1) As investment management is of more intangible elements and credence properties that customers find hard to evaluate even after consumption, this requires the service company to find ways to reassure customers and reduce the perceived risks associated with buying and using services whose performance and value can not easily be predicted. Marketers should provide tangible cues to customers about their services, e.g. past performance publicized, outstanding professionals known to the public, advisers from retired chief executives with distinguished records, etc. (2) Training course on investment trust should be provided to customers to gain unanimousness from its customers. 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 3 页，共 3 页 - - - - - - - - -