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International Business Market

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Submitted By karvallo
Words 2386
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www.thetimes100.co.uk

Discovering customer needs through research

Curriculum Topics
• Purpose of research
• Types of research
• Research findings
• Implementation and evaluation Introduction

Each market is capable of being further sub-divided into segments.

Barclays is a global bank. It provides a range of financial services

shares particular characteristics. These include such factors as

in 56 countries. Barclays provides retail banking services to

age, life stages, geography or occupation. Within the market of

customers, whether they are individuals or businesses. It offers a

personal banking, the segments could include categories such as

broad range of financial products and services including current

students, graduates, ‘new to work’, mature, and families. By

accounts, savings accounts and general insurance.

identifying different market segments, organisations can ensure

A market segment is a part of a whole customer group that

they are providing products or services to meet the needs of these
Within the UK, Barclays communications are designed to help

customers. In addition to this, appropriate promotional techniques

customers ‘Take One Small Step’ to managing their money better

can be used to reach the people in the separate segments.

every day.

Through segmentation, Barclays has been able to devise appropriate banking offers for customers in different segments.

Different kinds of customers represent distinct markets for

This approach is helping Barclays to improve its market share of

Barclays. The market for personal banking services is very

the student accounts market.

competitive. Personal customers have a choice of banks on the high street or on the web to assist them in managing their

Barclays believes students constitute a very important market

finances. For

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