Marketing of Financial Services: A Study on Exim Bank Limited

Abstract

Commercial banks are one of the main contributors to the economy of developing countries. They act as financial intermediaries by performing the activities of assembling the funds from one party and lending the same to another while making a good amount of profit. People and the government itself are greatly reliant on the services provided by the different banks in the financial market. EXIM Bank Limited has started their journey as a private commercial bank on August 3, 1999. The entire working procedure of EXIM Bank Limited, MirpurBranch is divided into three departments. They are 1) General Banking 2) Investment and 3) Foreign Exchange. I have tried my best to prepare this report to be as much informative and relevant as possible. This report provides information regarding EXIM Bank Limited which includes their historical background, vision, mission, corporate strategy and the other aspects like the banking with shariah principles etc. After that the report highlights on the activities of EXIM Bank, Mirpur Branch. Then the report focuses on various types of service marketing practices (External Marketing, Internal Marketing, & Interactive marketing) of Exim Bank and my duties and responsibilities as an intern of that bank. The report is also concerned with the evaluation of the service marketing mixes of this organization. More specifically, the details of the product price, place, promotion, process, people, and physical evidence are examined with due clarity.Lastly some recommendations are provided for the purpose of improving the performance of the bank.