The Concept of the Workbook This workbook is targeted at students preparing for the Certificate in banking examinations offered by the Tanzania Institute of Bankers (TIOB). TIOB is entrusted as a regulatory and disciplinary body for the banking professionals and conduct all bankers’ professional researches and examinations. The workbook is therefore designed in line with the requirements of the TIOB syllabus. Nevertheless, this workbook is also useful to others particularly interested in the areas of marketing, customer services and business ethics. It is organized around nine major chapters reflecting the broad areas of marketing, customer services and care, competitive environment and business ethics. The detailed units cover: • Introduction to marketing • The Marketing mix concept • The Marketing mix decisions • Behaviour of customers • Market segmentation for banking services and customers • Customers’ services • Interpersonal skills and customer care • Competitive environment • Business ethics Within each chapter there are learning objectives and outcomes. Students with the help of learning activities and questions provided at the end of each chapter should be able to carry individual evaluation whether the objectives were attained. Some questions are provided with suggested answers at the end of the book to enable students to carry out self-testing. There are also prototype and/or specimen examination questions, which would allow student to make self-assessment regarding how well they would have attempted such questions in an examination situation. It is advisable that students should do the exercises after each chapter and check for correctness only after performing the entire exercise. About the examination In as far as the examination is concerned; there are three parts in the whole paper. These parts make up 8 questions from which candidates are to attempt five. The first part is the marketing. This part covers 60% of the entire examination. In this workbook marketing part is defined as encompassing Introduction to marketing, marketing mix, market segmentation, behaviour of customers, customer care and selling process. Normally four questions are asked and candidates are asked to attempt three. The second part is the competitive environment components that cover 20% of the entire examination. In this workbook, types of competition and determinants of competition are discussed. Two questions are asked and the student has to attempt one. In the business ethics component, two questions are asked and the candidate is to attempt one question. It also covers 20% of the entire examination. Finally, it is suggested that answers provided in the appendices I and II are only guidance and students should avoid memorizing them. Instead they should study and try to understand them in the context of the subject. Thus students should devote most time in understanding the subject matter and try to link with the way these questions have been answered. Moreover, students may use own words in answering the examination questions. Learning Objectives Overall objective of the course include: ●To enable learners understand and describe the importance of marketing in general and the financial services industry in particular. ●To enable learners identify the needs and wants of customer and match against a suitable service. ●To enable learners identify and describe the best ways to price, promote and distribute products and banking services. ●To build learners awareness of the nature of changing financial services market and need for newer needed services. ●To examine the effectiveness of communication between the banker and customer. • To enable learners to realize the need to accommodate competitive move in the development of bank strategies.es. Analyzing organization’s competitors helps an organization to discover its weaknesses, to identify opportunities for and threats to the organization from the industrial environment ●To enable learners raise confidence, trust and morality in private and public conduct guided by professional ethics. ●To increase awareness on the ethical requirements as antecedents to work and stay successfully in a bank.  TIOB