Unit 4 Umpqua Bank - RUNNING HEAD: UMPQUA BANK 1 Umpqua...

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RUNNING HEAD: “UMPQUA BANK” 1 “Umpqua Bank” Kaplan University MT219 Marketing February 1, 2011 Introduction
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RUNNING HEAD: “Umpqua Bank” 2 The given case on Umpqua bank explains the role that is played by differentiation and providing the customer the required experience in the form of service of superior quality. It affects the overall business and also leads to development of a niche segment or carving out of a distinct position for itself. Questions 1. In the case of Umpqua bank, the following are the five different factors that would affect a person that becomes a customer of that bank includes the following: a. Experience of service b. People and opinions c. Culture and values d. Personal expectations e. Comparative value and satisfaction realized 2. The first stage is need recognition. A customer would realize the existence of his basic needs as well as his additional needs. This leads to the customer finding the services of Umpqua bank extremely useful and satisfying (Pearce, J. & Robinson, 2005). He then focuses on the quality of service as well as the experience that he
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This note was uploaded on 04/27/2011 for the course MARKETING AB219 taught by Professor N/a during the Winter '11 term at Kaplan University.

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Unit 4 Umpqua Bank - RUNNING HEAD: UMPQUA BANK 1 Umpqua...

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