QUESTION 1 The word "financial services" refers to the services provided by the finance industry. The phrase "financial services" is frequently used to denote businesses that deal with money management. Banks, investment banks, insurance firms, credit card companies, and stock brokerages are all examples whereas marketing is defined as the process of creating value for the customer, building profitable relationships with the customer and capturing value from the customer. A process that involves the customer's satisfaction towards their requirements created in terms of value is called the marketing process. It is a string of actions and their reactions performed by the financial institutions and the customers in order to satisfy their customers. Discuss with examples from the financial service sector the marketing process and how each process leads to the other in contributing to value creation for the customer and capturing returns from them. (20 marks). QUESTION 2 Moonlight Bank Ghana is currently facing keen competition. As the lead marketing consultant, you have been tasked to develop a new product for a particular target market. From a marketing perspective, new product development refers to the complete process of bringing a new product to the market. Discuss the steps you will consider in developing the new product for it to be successful in this competitive Ghanaian banking industry. You also believe that a good brand creates structure in the minds of your consumers; hence discuss extensively how branding can be used to create strong, unique and favourable associations in the minds of your customers, five importance each of branding to your customers and your institution. In addition, with relevant examples discuss how the use of brand names, slogans, product strategies, pricing strategies, promotional strategies and celebrity endorsement each can contribute to building and enhancing brand equity within the financial service industry (20 marks).