THE INFLUENCE OF THE MARKETING MIX ON THE LENDING STRATEGY OF THE COMMERCIAL & CORPORATE SEGMENT AT PT BANK ABC

This study aims to determine the effect of Marketing Mix on Commercial & Corporate Segment Credit Strategy at PT Bank ABC. The results showed that price, product and process variables partially influenced decision take credit Place, promotion, people physical environment have no All independent Product, Price, Promotion, People, Process Physical Environment simultaneously influence In terms price affect debtor's ABC, Banks can carry out appropriate pricing strategies be charged debtors after going through various considerations by Bank. develop new products according current market needs always conduct regular development evaluation so it stay abreast business developments in market. from side bank's internal side.