Table of Contents

ACKNOWLEDGEMENT i

ABSTRACT ii

GLOSSARY OF TERMS AND ABBREVIATIONS iv

TABLE OF CONTENTS v

LIST OF TABLES AND FIGURES vii

CHAPTER I. OVERVIEW OF BANKCARD 1

1.1. General introduction about bankcard 1

1.1.1. History of bankcard 1

1.1.2. Concept and classification 2

1.2. Cards’ activities in commercial banks 5

1.2.1. Entities join card activities 5

1.2.2. Transaction process 6

CHAPTER II. THE ROLE OF MARKETING ACTIVITIES TO BANKCARD AND ACTUAL STATE OF AGRIBANK CARDS 9

2.1. Introduction of Vietnam Bank for Agriculture and Rural Development (Agribank) - Thanh Xuan branch 9

2.1.1. Foundation and development of Agribank Thanh Xuan 9

2.1.2. Organization structure 10

2.1.3. Products and services 11

2.2. Marketing activities at Agribank Thanh Xuan 12

2.2.1. Organization of Services and Marketing Department 12

2.2.2. Current marketing activities 13

2.2.3. The role of marketing to Agribank cards. 14

2.3. Bankcard activities in the branch 15

2.3.1. Introduction of Agibank cards 15

2.3.2. Actual state of Agribank card in the branch 17

2.3.2.1. Some results of development Agribank card 17

2.3.2.2. Existing problems and difficulties. 21

CHAPTER III. SOLUTIONS TO DEVELOP AGRIBANK CARDS AT AGRIBANK THANH XUAN 23

3.1. Advantages and disadvantages in developing bankcards 23

3.1.1. Advantages 23

3.1.2. Disadvantages 23

3.2. Marketing mix solutions to develop Agribank card 24

3.2.1. Study and set the target market 24

3.2.2. Marketing mix solutions to develop Agribank cards 26

3.2.2.1. Product policies 26

3.2.2.2. Price policies 28

3.2.2.3. Promotion policies 28

3.2.2.4. Place policies 29

CONCLUSION 30

Bibliography