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Berkowitz2 defines the marketing Control of rePast, curFor the whole sults measuring plan as a written declaration identirent and fu- and by individuand the effectiture revenual segment: fying target markets, specifying the Description and veness of marPersons es, expenses – growth of the scheduling of keting activities, marketing objectives by individual responsible and profits industry branch product actions, reports on deviOrganisation for the bank – competitive products, grouping earnings and pricing, promoations, their evaof teams as a whole position tion, location luation and their profits according to strategic busiand for in- – markets for rerectification for ness units, containing scheduling dividual venue and profit further developsegments and budget elements of the markement ting mix, which together create the Corrective actions Corrective actions Corrective actions marketing programme.. • SWOT analysis (strengths, weaknesses, opportunities and threats) helps in strategic decisions concerning market segments8: The marketing audit Environment Analysis Competition analysis • Political • Economic • Social • Technological • Financial • Legal • Regulatory • Global • Main competitors • There objectives and efforts • Behaviour in the market • Market share • Growth • Quality of its services • Deployment • Activities and resources • Marketing mix strategies Marketing audit Market analysis Analysis of the Bank • Size • Growth • Customer segments • Customer needs • Buying behaviour • Environment • Our objectives and efforts • Market share • Growth • Quality of its services • Deployment • Activities and resources • Marketing mix strategies ––––––––––––––– 7A.. 1993, page 194 ECONOMICS FOCUS – To identify potential opportunities, to gain new customers or new markets, – To highlight potential economies of scale as the result of entry to new markets or offering new productions, – Points to potential losses or so-called product cannibalisation (for example in t
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