When Abu went to open a bank account at First National Bank, he was greeted by a friendly account representative who explained the different types of savings and checking accounts, as well as other banking services (e.g., ATM, direct deposit, credit cards and consumer loans) that were available. According to the services marketing triangle, the actions by the account representative are a form of _____ marketing.

Question

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The actions of the account representative in explaining the different types of accounts and services to Abu are a form of interactive marketing, which is the type of marketing that involves direct interactions between the company and the customer. The services marketing triangle identifies three types of marketing: internal, interactive, and external. Internal marketing refers to the efforts made by the company to ensure that its employees are well-trained and motivated to provide quality service. External marketing refers to the efforts made by the company to promote its products and services to potential customers. Integrated marketing refers to the coordination of all the different marketing activities to ensure that they are consistent and effective. Strategic marketing refers to the overall plan that the company has for achieving its marketing objectives.

When Abu Went to Open a Bank Account at First