Financial Services Marketing, 2nd Edition

2   The financial services marketplace

Structures, products and participants

Learning objectives

At the end of this chapter you should be:

•  able to identify the different types of organisation engaged in the provision of financial services;

•  able to understand the range and diversity of financial services and how they relate to customer needs;

•  aware of the complexity of the industry and the challenges this presents.

2.1 Introduction

it is common to encounter difficulties associated with the overall use of the term financial services. A large proportion of the general public – including many consumers – have a limited appreciation of the geography of the financial services landscape. This is partly because of the complexity of the industry ...