Researching Marketing Activities in Small Commercial Banks 1

Abstract

Commercial banking is going through a period of transition which is being molded by various environmental changes. A successful transition will require that banks adopt many of the marketing techniques utilized by the packaged goods industries. This observation applies to both large and small commercial banking institutions. In order to ascertain the current status of their marketing activities, 273 Illinois banks were surveyed. New product introductions, advertising, and product differentiation were found to be the most frequently used marketing techniques. Least used marketing variables included marketing research, statement of marketing objectives, timely consumer information, and employment of full time marketing staff.