外文翻译--金融服务市场营销战略问题.docVIP

外文原文 Strategic Issues for Financial Services Marketing It is widely acknowledged that deregulation has blurred the distinctions between financial services providers.Financial services used to be thought of as a group of distinct industries: banking, insurance, securities, thrifts and commercial credit. Each industry had a distinct role.Banks took deposits, made loans, and offered other transaction accounts such as credit cards. Life insurance companies offered protection and, to some extent, provided limited savings opportunities. Securities firms offered the chance of generating wealth through investment. Prices for all services were relatively constant, even when not regulated. As a result, customers often based purchase decision on loyalty and on prior relationships with financial institutions. However, today, the emerging industry is financial services. Soon, all that will remain of the old industries are the names of the founding institutions — and even those are changing. Do diversified financial services companies and merchandise retailers pose a threat to traditional services providers? Diversified financial services companies are, after all, built from a network of providers representing several traditional industries; and merchandise retailers are fast positioning themselves as leaders in financial services. Arthur Andersen has co-sponsored three surveys to provide information for leaders in the financial services industry. They were commissioned because the leaders in each industry wanted information on the following: ? How are the roles changing in banking?In insurance? In securities? ? What are the forces driving this change? ? What are the customer perceptions in each industry? ? What are the industry trends and strategies with respect to consolidation? Market segmentation? Product development? Delivery channels? The nations leaders in each industry were surveyed to gather information on these issues and with that information, it is possible to consi