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LOMA 326 — Financial Services Marketing

Course Type: Traditional Designation Course
Topics: Financial Services & Financial Planning, Marketing & Business Acquisition
Designations: AFSI, AIRC, FFSI
Language: English


LOMA 326 covers basic marketing principles and the functions of marketing in a financial services environment.


  • Marketing Basics
  • Marketing Planning
  • Organizing, Implementing, and Controlling Marketing Activities
  • Marketing Information
  • Systems Marketing
  • Research Projects
  • Customer Behavior
  • Market Segmentation, Target Marketing, and Positioning
  • Financial Services Products
  • Product Development
  • Pricing Financial Products
  • Distribution Systems and Channels
  • Marketing Communication: An Overview
  • Personal Selling and Sales Promotion
  • Advertising and Publicity
  • Customer Relationship Marketing

Chapter 1: Marketing Basics


The Marketing Process

Creating Exchanges

The Marketing Environment

The Internal Environment

The External Environment

Chapter 2: Marketing Planning

Types of Planning

Corporate Planning

Marketing Planning

The Marketing Planning Process

Analyzing the Situation

Establishing Marketing Objectives

Developing Marketing Strategies

Designing Tactical Programs

Setting Budgets

Creating a Marketing Plan

Chapter 3: Organizing, Implementing, and Controlling Marketing Activities

Organizing Marketing Operations

Organization by Function

Organization by Product

Organization by Geographic Area

Organization by Customer Type

Combination Structures

Implementing Marketing Strategies

Controlling Marketing Activities

Performance Measurement

Performance Evaluation

Corrective Action

Reporting Systems

Chapter 4: Marketing Information Systems

Sources of Marketing Information


Marketing Research

Marketing Intelligence

Information Technology for Marketing Information Systems

Decision Support Systems

Data Warehouses

Data Mining

Electronic Data Interchange

Chapter 5: Marketing Research Projects

The Marketing Research Process

Stage 1: Problem Definition

Stage 2: Purpose and Objectives

Stage 3: Research Design

Stage 4: Data-Collection Forms

Stage 5: Sample Selection

Stage 6: Data Collection, Processing, and Analysis

Stage 7: Research Results

Chapter 6: Customer Behavior

Factors Influencing Customer Behavior

Environmental Factors

Objective Personal and Organizational Characteristics

Social Factors

Psychological Factors

The Purchase Decision Process

Stage 1: Problem Recognition

Stage 2: Information Search

Stage 3: Evaluation of Alternatives

Stage 4: Purchase Decision

Stage 5: Post-purchase Evaluation

Chapter 7: Market Segmentation, Target Marketing, and Positioning

Market Segmentation

Bases for Segmenting Consumer Markets

Bases for Segmenting Organizational Markets

Target Marketing

Evaluating Potential Target Markets

Target Marketing Strategies


The Target Customer

The Competition

The Key Benefit

The Positioning Statement

Chapter 8: Financial Services Products

Basic Product Concepts

Product Definition

Product Classification

Product Life Cycle

Strategies for Marketing Service Products

Product Branding

Product Packaging

Financial Services Products

Core Financial Products

Supplementary Services

Chapter 9: Product Development

Product Planning

Idea Generation


Concept Development and Testing

Comprehensive Business Analysis

Product Design and Development

Product Introduction

Promotion and Training Materials

Regulatory Approval

Disclosure Documents

Systems Activities

Product Launch

Sales Monitoring and Review

Modification of the Product’s Marketing Mix

Product Withdrawal

Chapter 10: Pricing Financial Products

Complexity of Pricing Financial Services Products

Factors Affecting Price



Customer, Competitor, and Regulatory Factors

Pricing Strategies

Cost-Driven Pricing Strategies

Competition-Driven Pricing Strategies

Customer-Driven Pricing Strategies

Product Line and Portfolio Pricing Considerations

Pricing a Product Line

Pricing a Product Portfolio

Chapter 11: Distribution Systems and Channels

Personal Selling Distribution Systems

Company-Affiliated Sales Personnel

Independent Financial Planners

Third-Party Distribution Systems



Insurance Companies

Direct Response Distribution Systems

Direct Mail



Distribution System Strategies

Determining Channel Type

Determining Distribution Intensity

Managing Distribution Channels

Channel Conflict

Managing Channel Conflict

Chapter 12: Marketing Communication: An Overview

Promotion Tools

Personal Selling

Sales Promotion



Developing a Promotion Strategy

Defining a Strategic Objective

Selecting a Strategic Approach

Creating an Effective Promotion Mix

Establishing the Promotion Budget

Percentage of Sales Method&

Competitive Parity Method

All-You-Can-Afford Method

Objective and Task Method

Evaluating Effectiveness

Coordinating Promotion Efforts

Chapter 13: Personal Selling and Sales Promotion

Personal Selling Purposes and Objectives

Educating Customers

Building Public Relations

Building Customer Relationships

The Personal Selling Process


Analyzing Needs

Generating a Proposal

Making the Sales Presentation

Handling Objections and Closing the Sale

Providing Follow-Up Service

Sales Promotion

Trade Sales Promotion

Consumer Sales Promotion

Chapter 14: Advertising and Publicity

Basic Types of Advertising

Advertising Purpose


Target Audience


Developing an Advertising Campaign

Establishing Advertising Objectives

Setting the Advertising Budget

Developing a Media Plan

Creating and Producing Advertisements

Evaluating Advertising Effectiveness


Purposes of Publicity

Getting Publicity Information to the Public

Evaluating Publicity

Chapter 15: Customer Relationship Marketing

Targeting the Right Customers

Identifying Valuable Customers

Calculating Lifetime Value

Creating the Right Relationships

Company/Customer Relationships

Intermediary/Customer Relationships

Company/Intermediary Relationships

Developing Customer Relationship Strategies

Mass Customization

Tiered Service

Cross-Selling and Up-Selling

Event-Oriented Marketing

Benefits of Customer Relationship Marketing

Value to the Customer

Value to the Company



Course Format

LOMA 326 is available only through the end of 2015.

Study materials include print textbooks and Test Preparation Guides (TPGs) with printed and electronic versions of the course's Practice Questions and Sample Exam. Enrollment for an I*STAR, Prometric or Paper exam is purchased separately through LOMANET.

Exam Format

The LOMA 326 exam is 75 questions and has a time limit of 3 hours. The exam is available in I*STAR and Prometric formats only.

Study Materials

Financial Services Marketing (LOMA, 2005)
ISBN 1-57974-213-0
PBD Order # 326-10-05

Test Preparation Guide for LOMA 326 (LOMA, 2005)
ISBN 1-57974-214-9
PBD Order # 326-40-05

A LOMA-published Instructor’s Kit for LOMA 286 may be purchased from PBD Worldwide to facilitate classroom teaching. To order, contact LOMA directly.

How to Enroll

Traditional Course Access

LOMA's traditional-access designation courses teach industry topics using printed study materials and proctored examinations. Study materials include print textbooks and Test Preparation Guides (TPGs) with printed and electronic versions of the course's Practice Questions and Sample Exam. Enrollment for an I*STAR, Prometric or Paper exam is purchased separately through LOMANET.