Segmentação de mercado bancário: o caso do Banco Standard Bank

Abstract

This paper provides a synthesis of banking market segmentation and its influence on corporate income. The second chapter shows the importance of segmenting the market, explains how to carry out a market segmentation and into which groups the market can be divided. It will determine how this market segmentation can influence market choice and competitive position. It shows that marketing strategies have been aimed at increasing sales performance in recent times, where companies are beginning to give value to the customer and are struggling with the issue of not only selling their products or services, but also how to make these sales More successfully, agencies specialized in marketing are used, or marketing departments are created within companies to better design the advertising slogans of their products and outline marketing strategies that can allow for increased sales and a competitive positioning in relation to competition. The third chapter shows that market segmentation has helped to increase revenues and defines the market segmentation process at Standard Bank. After the analysis, the conclusion is reached that segmentation influences Standard Bank's revenue growth and guarantees its long-term survival. (TRADUÇÃO NOSSA)