Evolution of the bank marketing from 1975 to 2000 in Spain and analysis of market orientation in a particular financial institution (Spanish text)

This brainwork shows the actual situation of the banking business in Spain through the study of the evolution of the bank marketing from 1975 to 2000.; In order to carry out this analysis a wide and complete structure has been deliberately developed. This structure includes both external and internal aspects. The main external aspects are macroeconomical, social, political, technological and legal on the other hand, focus, target, strategies and P&L account are analyzed in the internal. The gradual incorporation of the individuals participating in bank relationships (customers, employees, shareholders and other social groups) is also included in this structure.; The whole period has been divided in four stages named Premarketing, Mass Marketing, Market Orientation and New Tendencies. Every underphase has been individually analysed using the proposed structure. Evolution of environment (macroeconomical variables, deregulation, incorporation of technological progress to the financial sector, etc.) and marketing mix and its new tools are observed as well. In a second part of the study, a factor model representing the Market Orientation of a particular Spanish financial institution is developed and identified.; The Market Orientation Measurement Tool developed by Kholi, Jaworski and Kumar (1993) and known as MARKOR, has been used to obtain our model. The factors and the structure of relations selected by these authors as representative of Market Orientation has been also used. This structure has four factors named General Market Orientation, Market Intelligence, Market Intelligence Dissemination and Market Intelligence Responsiveness.; The comparison between this model and the observed data in a particular Spanish financial institution has been made using the Strictly Confirmatory Factor Analysis (SCFA) and then the exploratory Model Generation Confirmatory Factor Analysis (MGCFA). As a result of that, we have found a representative model of the Market Orientation in the particular financial institution analysed. This model is based in the initial four factors structure and includes some changes regarding our particular financial institution.