Question (3): Answer the following question: (8 marks) (A1, C2)

Major Contributions to marketing through creating awareness of stakeholders in marketing are being done. From what you have learned about Stakeholders relationship in financial services, answer the following questions:

- Draw an illustration to show who stakeholders are. (4 marks)

- Explain each component clearly. (4 marks)

Question (5): Read the following case and answer the questions. (10 marks) (A1,C2)

Citi Bank has introduced a student account which serves mainly the population aged between 18 and 30 years. Using the methods in selection of a market segments:

(a) Analyze the main considerations in segmenting a market. Support your answer by clarifying the benefits, process, and key differences in segmentations. (b) Give 2 examples of financial services that can be offered to this segment.

Figure 1: Stakeholder relationships in financial services internal markets government & regulators relationship marketing influence markets customer markets competitor markets supplier & alliance markets