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Studying the history of marketing development in the Republic of Kazakhstan and abroad. Research of the market, products, competitors and consumers. Marketing as a form of managerial entrepreneurship. Features of the implementation of product, pricing and sales policies.

The main factors determining the success of entrepreneurship in the field services, are the search and use of data regarding clients for further event planning marketing, as well as reasonable feedback between customers and employees. Carrying out marketing research will help to identify a set of options that are satisfied by the offer of these suppliers services, and on this basis adjust the program marketing in order to achieve a competitive advantage. Marketing research are a means of maintaining constant contact with customers, helping to understand the mechanism they use to evaluate the service process before purchase, during service delivery and after consumption.

The following main directions can be identified marketing service market research:

• research of consumer needs (the goal is to identify the basic needs that the consumer seeks to satisfy, as well as to identify needs that are currently not satisfied (for example, for a client of a commercial bank, the main need that he is trying to satisfy by opening a time deposit is the need for savings and saving));
• consumer expectations research (studying the service standards that customers expect from purchasing a service - for example, regarding the cost of the service);
• research of client perception (study of the most important criteria of service quality from the client’s point of view - what he expects and what he hopes to receive by purchasing the service);
• service monitoring (service providers measure technical aspects of service, such as the reliability and timeliness of bank fund transfers);
• studying operational methods and customer reactions to service offerings - for example, modeling and forecasting demand for banking services;
• research on service intermediaries (brokers, sales agents, dealers and other intermediaries close to consumers);
• studying key clients (most service organizations view some clients as more important than others, most often due to asset size or profitability);
• maintaining constant contact with current and potential clients by creating a consumer panel;
• obtaining valuable information regarding customer expectations regarding service quality through service analysis;
• analysis of complaints (organizations providing services quite often consider complaints from customers as a positive source of information, since if a complaint is reported to management, then this information will help eliminate the causes and avoid repetition of these precedents in the future);
• personnel research (as part of an internal marketing program - employee research is often carried out by service organizations - for example, studying motivation).

The marketing research process usually begins with the formulation of the problem and objectives of the study.

The objectives of marketing research in the service sector are different - here are some of them:

• determination of market characteristics (for example, determination of banking services required by consumers going on vacation, and the identified range of services can be quite significant - from plastic cards to traveler's checks);
• description of market characteristics (for example, description of the behavior of an investor purchasing securities from a bank);
• measuring market characteristics (for example, determining the bank's share of the deposit market);
• analysis of market characteristics (a more complete study of the above information - for example, analysis of bank depositors according to criteria such as age, income, etc.).

The choice of research methods (qualitative or quantitative analysis) will depend on the purpose of the research being conducted, as well as on the sources of available information.

Collecting primary market information is a part of the research that is best entrusted to marketing agencies rather than carried out by the service provider itself.

Analysis of qualitative research information allows us to identify the relationship between incentives and consumer behavior - the highly structured nature of the data obtained as a result of quantitative research; on the other hand, it provides the possibility of their exhaustive analysis.

In fact, consumer choice is determined by a set of possible options, which can be ranked according to their selectivity:

• full range (includes all services that satisfy this need);
• a set of expectations (includes those services that the consumer knows);
• totality of consideration (includes those services within the expectations and desires that the consumer includes when considering a purchase);
• the totality of the assortment (a group of services on the basis of which the final decision on the purchase of services was made);
• infeasible set (in the process of determining a set of options, some services may be rejected because they are unavailable, impossible, inappropriate, etc.).

Consumer behavior in the service market can be divided into three stages.

Pre-consumption stage includes a series of actions that a consumer typically takes before purchasing a service, from identifying a problem, collecting information, and ending with defining a set of possible options. At this stage, consumers determine their desires and expectations from purchasing a service, and also identify options that are acceptable to them (a certain standard).

On the next stage - consumption consumers actually decide based on their own experience which of the options being considered is best. During this stage, the needs and expectations identified by the consumer during the pre-consumption stage are compared with the actual provision of the service.

On post-consumption stages the entire process of providing the service is assessed, which determines whether the consumer will retain the motives and desire to continue purchasing the service. By providing the proper level of service, satisfying the client's requests and expectations regarding the quality of the service, the organization can retain existing clients and attract new ones, increasing its market share.

The consumer has two main approaches to assessing the quality of a service. First can be defined as a strictly regulated quality standard for those services for which objective quality has been established, measured by a third party or by some other means. Second - “floating”, that is, quality is based on the subjective perception of the consumer, on the value determined by him.

During the evaluation process, services are distinguished five stages , influencing the assessment of the quality of service provision, which can be defined as the intervals between expected and actual service.

First interval- between the client’s expectations of benefits from purchasing a service and the perception of these expectations by the service provider. If the service provider does not understand the customer's wants and expectations, it is unlikely that the purchase will take place at all.

Second interval- between a correct understanding of the needs and expectations of the consumer and the criteria for the service provided by the service provider in order to meet the hopes and expectations of the client.

Third interval- between service quality standards and actual service, that is, the ability of the service provider to provide the required level of service. In meeting service requirements, the service provider must support the service process with appropriate resources and training of personnel.

Fourth interval- between the promised and actually provided service.

These stages are summarized in the fifth interval, in which the consumer's expectations regarding the service and the perception of the service provided take place.

Portrait of banking services consumers

Three quarters of all residents over 16 years of age are users of banking services in Russia. The bulk of bank clients are Russians who resort to such services as needed: payment of utility bills, government duties, fines; receiving wages to a bank card issued by the employer, etc.

Users of banking services in general are women in 59% of cases and men in 41%.

Women are more often users of “mandatory” banking services, such as making utility payments, and when choosing additional options, they are more often guided by the advice of friends or bank employees.

Preferences of Russian users by type of banking products

According to Comcon, about 69% of all users of banking services in the Russian Federation visit bank branches to pay bills and make utility payments. Demand for the second most popular banking service - depositing and withdrawing money from a current account - was demonstrated by only 27% of Russians who are bank clients. No more than 15% make transactions with a deposit - this is the third most popular banking service in the Russian Federation.

13% of Russians over 16 years of age (7.4 million people), using banking services, use the Internet to obtain information about banking products. At the same time, about 42% of all Russians today have access to the Internet. The spread of Internet access in the regions of Russia, the growth of household incomes, the constant improvement of security systems for electronic banking transactions, the expansion of the range of services provided online, the growth of audience confidence in Internet banking - all these factors contribute to a significant increase in the importance of the Internet not only as a tool search for information, but also one of the key channels for consuming banking services.

The main development potential, in our opinion, is associated with the increase in the number of Internet banking users. By the beginning of 2011, about 2.1% of Russians over the age of 16 used the Internet banking service in Russia, although less than six months ago their share was only 1%.



Preferences of Russian users by bank brand

It is obvious that almost every Russian who uses banking services knows the brand of the oldest Russian bank - Sberbank (brand knowledge is 93% among bank client users). Despite constant complaints about long lines, unfriendly staff and low interest rates, at least 82% of all users of banking services use the services of this bank, and about 82% of all Russian depositors keep an open deposit with the same bank.

Bank website traffic and brand awareness

The correlation coefficient characterizing the relationship between traffic to the bank’s website and the level of consumption of its services by the Internet audience (a group of users of banking services who use the Internet as the main source of information) is 0.9. Thus, the observed relationship is quite strong.

If we separately consider the group of Russian Internet banking users, then this category of consumers is the most informed: more than half named 10 or more bank brands.



Factors determining the choice of bank by Russians

Memories of the events of 2008 and even 1998 are still fresh, Russians want guarantees and security, so many still prefer to keep their savings in cash rather than as a deposit. It is not surprising that bank reliability is a key factor.

So, when choosing a bank, users of banking services are guided by three main criteria:
- bank reliability;
- convenient, close territorial location of a bank branch;
- fame of the bank.

Internet banking is increasingly becoming a determining factor when choosing a bank in which consumers decide to open an account or issue a card. This is confirmed by research data from Profi Online Research: almost a third of all men and a quarter of women living in Moscow and Moscow Region consider the availability of the Internet banking service to be the determining criterion when choosing a bank.

For a high-income group of the population, Internet banking is already a necessary service: about 38% of Muscovites and Moscow Region residents with an income level above 80,000 rubles. consider the service as an important advantage of the bank. More than a third of the region’s residents earn between 25,000 and 80,000 rubles. Be sure to pay attention to the availability of Internet banking services when deciding which bank is better to open an account with.

Sources of information influencing the choice of banking services by Russian consumers

Russian users of banking services are guided by three main sources of information: advice from family and friends (65%), consultations with specialists (42%), and information on the Internet (20%).

For consumers of banking services who use the Internet as the main source of information, two other sources are also advice from family and friends (50%) and advice from specialists (40%). Users of Internet banking use the Internet in 65% of cases to obtain information about services, in 48% - advice from friends and in 43% - advice from specialists.

BANK CLIENTS - legal entities and individuals who contact the bank to carry out credit, deposit, settlement, currency and other transactions. If a transaction is carried out between two banks, the client is considered to be the one who contacted the counterparty bank to conclude the transaction.

Bank clients can be classified according to a number of criteria.

According to legal status, clients are divided into legal entities and individuals. Clients - legal entities can be representatives of industries and sectors of the economy, large, medium and small businesses, different forms of ownership (state, joint-stock, cooperative).

Clients - individuals - are citizens, regardless of gender, nationality, skin color, citizenship, age.

Based on actual existence, they are divided into actual and potential clients. The first group includes clients with whom the bank has established business relationships, the second group includes clients who may use banking services in the future. Potentially, every economic entity can become a bank client.

By size, bank clients are divided into large, medium and small, depending on the size of the balance sheet and the size of the professional activities of economic entities. As a rule, large banks work with large clients, and small credit institutions work with smaller clients.

Based on the start time of banking services, old and new clients are distinguished. Old clients have a long history of relationships with this bank. New clients are clients with whom the bank has not previously had a business relationship.

According to the degree of creditworthiness, clients are divided into classes. Most often, banks use a scale of five classes assigned to clients depending on a number of indicators characterizing their activities, including profitability, quality of loan collateral, etc. Some banks assign a certain number of stars to a client (like a hotel) depending on the degree of interest in German

Based on the nature of customer service, they can be divided into a group with traditional service and a group of VIP clients (clients in whom the bank is most interested). VIP clients - individuals - are people with high personal income, which they place in a deposit or on a plastic bank card. Based on their sector of the economy, clients of the non-financial and financial sectors are distinguished. Banks often divide their clients according to their sector of the national economy (industrial, agricultural, commercial, etc.).

The nature of the relationship between the bank and the client is determined by the reputation of the bank, the cost and quality of banking services, and the conditions of banking services.

The provision of a service to a bank client is preceded by the conclusion of a transaction. Most transactions are concluded in the form of contracts, the main part of which is signed in simple written form, or in the form of transactions with notarization and/or state registration. The basis of the relationship between the bank and the client is the mutually beneficial nature of cooperation, except in cases where the nature of their relationship in the transaction is imposed by the state.

Proponents of the marketing approach see a banking service as the result of interaction between the bank and the client.

Banking services: economic content and classifications.

Banking services can primarily be divided into specific and non-specific services. Specific services are everything that follows from the specifics of the bank’s activities as a special enterprise. There are three types of specific services. operations they perform:

1) deposit operations,

2) credit operations.

3) settlement operations.

Deposit operations are associated with placing clients' funds in the bank on deposits. Historically, this operation was preceded by a safekeeping operation, when people placed their valuables for safekeeping in banks that ensured the reliability and safety of their savings. For depositing money, bank clients receive loan interest.

Credit operation is the main operation of the bank. It is no coincidence that a bank is sometimes called a large credit institution. And this is true: in the total amount of bank assets, the main share is made up of credit operations. Most often, the bank receives most of its income through lending to customers.

Settlement transactions carried out by the bank can be carried out both in non-cash and cash form. On behalf of clients, banks can open various accounts from which payments are made related to the purchase or sale of inventory, payment of wages, transfer of taxes, fees and other equally important payments.

Non-specific banking services include the following: intermediary services, services aimed at the development of an enterprise (introduction to the stock exchange, placement of shares, legal assistance, information services, etc.), provision of guarantees and sureties, trust transactions (including consultations and assistance in property management on behalf of the client), accounting assistance to enterprises, representation of client interests in judicial authorities, services for the provision of safes, tourist services, etc.

Essential features of banking services.

Banking services are technical, technological, financial, intellectual and professional activities of the bank provided to clients, accompanying and optimizing the conduct of banking operations. For a more detailed understanding of this concept, let’s consider the main stages in the development of the theory of banking services.

Banking services are characterized by the properties of the class of services as a whole: intangibility, unstorability, impossibility of accumulation (in stocks or production of services for future use) and guarantees of stability of the quality of the service, direct contact of the consumer with the producer of the service. It is necessary to highlight several features that are characteristic only of banking services. Firstly, the provision and consumption of banking services is extended over time. Secondly, the consumer value of a banking service depends on the reliability of the bank as a whole. Thirdly, pricing for banking services is of a special nature. Thus, some bank services are completely free, others are paid not by the client, but by the bank itself (interest on the deposit). Fourthly, the consumer and the service provider jointly participate in the provision of the service.

Let us dwell on the classification of banking services. The most important is the division of banking services into material and pure services. The specifics of the activities of a credit institution are mainly related to material services.

Banking services are classified according to the nature of the consumer, the degree of innovation, and the stage of the life cycle. The latter classification is made on the basis of the BCG matrix model, which includes the following comparison parameters: relative market share, market growth rate, sales volume.

Characteristic features of banking services:

Use of borrowed funds.

Individualized character.

Closed to third parties.

Strict government regulation.

Maintaining the existence of a public institution.

Dependence on clients.

The need to optimize customer service for different parameters.

The dependence of the bank's stable operation on customer trust.

Bank profit is the result of constant, sustainable work.

Relationship with client and banking risks.

Relatively large extent in time.

Information capacity.

BANKING PRODUCT – a set of modified banking and financial operations to solve any client need, which can be positioned as a new banking service or a combination of traditional bank services, built into a technological chain that allows solving a specific client problem and satisfying his demand for comprehensive services.

A banking product is, first of all, the formation of means of payment (money supply), as well as various services in the form of loans, guarantees, sureties, consultations, property management, etc. There are services of a passive and active nature. The first includes services for collecting funds from clients (deposits), the second includes the active distribution of collected funds to satisfy clients' needs for these resources.

A distinctive feature of a banking product is its intangible and monetary nature.

The specifics of a bank are determined by the characteristics of its activities. The result of this activity is the creation of a banking product. Banking products are:

1) creation of means of payment

2) provision of services.

The creation of means of payment manifests itself at the level of the economy as a whole (or, as they say, at the macro level). It is known that the exchange of labor products is carried out not in the form of exchange of one product for another, but in the form of purchase and sale. The producer offers his product to the market. The buyer, in turn, can purchase the goods he needs only if he sells his own product. In a market economy, to complete an act of purchase and sale, money is needed as a universal means of payment. Without their help, the exchange of labor between commodity producers may not take place. The bank, represented by the Central Bank, issues money necessary for circulation, for the acquisition and consumption of material goods and to continue the reproduction process.

Banking product: concept and features. Advantages of the product approach in bank management

The approach to considering the activities of a bank through the management of banking products is the youngest. Therefore, the concept of a banking product is the least established in comparison with the concepts of “banking operation” and “banking service”. The Banking Code notes the difference between banking products and services. A banking product is a material part of a banking service - a card, a savings book, a traveler's check, an electronic wallet, and the like.

Egorov E.V., Romanov A.V., Romanova V.A. consider a banking product as any service or operation performed by a bank, that is, they actually identify them. Puzyrev M.V. and Daragan A.V. give the term “banking product” a more subtle meaning, considering it as a set of services provided by the bank to its clients. This definition was somewhat clarified by Tavasiev A.M., Maslenchenkov Yu.S. and Dubankov A.P.: “A banking product is a specific way in which a bank provides or is ready to provide this or that service to a client in need, i.e. an orderly, internally consistent and, as a rule, documented set of interrelated organizational, technical and technological, informational, financial, legal and other actions (procedures) that constitute a holistic regulation of the interaction of bank employees (specific divisions) with the client being served, a unified and complete customer service technology.” Even more interesting is the definition of N.P. Kazarenkov: “A banking product... is a set of complementary banking services and operations aimed at satisfying the diverse interests of the client.” This definition attracts our attention due to the fact that it contains an indication of the complementarity of banking services and operations. However, the author does not indicate the reason for such complementarity, which is associated with the parallel processes of consumption of the results of the bank’s activities by the bank itself, the client and society.

The results of processes aimed at providing banking services and operations are used not only by the client himself, but also by the bank, as well as society. For example, an erroneous determination of the loan repayment schedule manifests itself for the client in the accrual of penalty interest, and for the bank in delayed payments and the need to create an additional reserve for the loan.

Such a multiplicity of consumers of bank performance results makes the transition to banking product management a task aimed at developing consistency in banking. Let's try to formulate our own definition of a banking product.

The semantics of the direct meaning of the term “product” in Russian is unambiguous - it is the result of human activity. Moreover, the result of labor can be both in material and intangible form. This result can be put up for sale, in which case it will be turned into a product or service, or consumed independently (such as a semi-finished product). Recently, the concept of “internal services” has become increasingly widespread. “Internal services” are not actually services, since they are not sold on the market; their purpose is to satisfy the bank’s own needs (that is, in essence, it is a semi-finished product of the intangible sphere). The following definition allows us to avoid confusion of concepts: A banking product is the result of the bank’s internal processes to solve its problems and satisfy client requests. A banking product should be considered as a dialectical unity of services and operations.

The main distinctive properties of a banking product are its homogeneity and versatility, which means

Unlike other intangible products, which can be directed at the consumer or an item belonging to him, banking products are directed at money. At the same time, payment for the product is received in cash. Thus, both the client and the bank generate cash flows, and the bank is the creator of means of payment, involving the entire society in the process of their consumption.

Both the bank and the client evaluate the banking product from a single perspective, which is based on an analysis of the key characteristics of cash flow: its magnitude, distribution over time and uncertainty.

Since a banking product is a development of the operational and marketing approach to banking, the systematization of types of banking products represents the development of classifications of banking operations and services. Puzyrev M.V. It is proposed to distinguish three levels of banking products:

First level- the main product, or basic assortment, which includes cash management services, deposits, lending, currency transactions, and other services.

Second level- a real product, or a current range of services. It is constantly changing and developing without affecting the basic focus of the bank. Changes in the current assortment are aimed at turning a casual client into a regular one and encouraging the client to purchase as many services as possible.

Third level- expanded banking product. Services at this level are aimed at forming friendly relations with the client and providing him with comprehensive assistance. This could be servicing foreign economic relations, assistance and creative ideas in the field of finance, management, the use of connections and contacts, financial benefits, friendships, personal advice from a banker, informal communication.

To summarize, it should be noted that management aimed at a banking product allows for mutual integration of the marketing subsystem and the banking operations management subsystem, taking into account the interests of three groups of consumers of the banking product - the bank, clients and society.

Consumers of banking products and their interests. Society as a consumer of non-cash means of payment.

Typically, a banking product is aimed at a specific group of clients. Customer groups, for example, can be formed by combinations of the following:

– individuals and legal entities;

– residents and non-residents;

– large, medium, small investors, etc.

– by type of activity: insurance companies, pension funds, correspondent banks, investment companies, shops, tour operators, etc.

New banking products are created based on an analysis of client needs and the ability of banks to satisfy them.

The modern economy of any state is a widely ramified network of complex relationships between millions of economic entities included in it, as well as with external agents from other countries. The basis of these relationships are settlements and payments, during which mutual demands and obligations are satisfied.

Using the flow of money in cash and non-cash forms - monetary turnover as the totality of all payments that mediate the movement of value in monetary form between financial and non-financial agents in the internal and external economic turnover of the country for a certain period. - the realization of the gross product, the use of national income and all subsequent redistribution processes in the economy are ensured.

The main components of money turnover: cash and non-cash turnover. The main part of its payment turnover, in which money functions as a means of payment, is used to repay debt obligations. It is produced in both cash and non-cash forms. All non-cash turnover is payment, because it involves a time gap in the movement of goods in its various varieties and funds, i.e. functioning of money as a means of payment) Non-cash payment turnover, being predominant (up to 90% of all money turnover), is carried out in the form of entries in the accounts of payers and recipients of funds in credit institutions, by offsetting mutual claims and transferring negotiable documents (bills, warrants and etc.). Accordingly, economic processes in the national economy are mediated primarily by non-cash payment turnover.

Pricing methods for banking products.

BANKING PRODUCT – a set of modified banking and financial operations to solve any client need, which can be positioned as a new banking service or a combination of traditional bank services, built into a technological chain that allows solving a specific client problem and satisfying his demand for comprehensive services.

Banks apply pricing methods that can fall into one of the following three groups:

1) costly methods;

2) market methods;

3) parametric methods.

Cost-based pricing methods involve calculating the selling price of a banking product by adding a certain value called margin to the costs of its production (percentage, marginal, variable or total).

Market methods consist in the fact that the price is set based on the prices of similar products of competitors or based on the subjective assessment by bank clients of the value of its products.

Parametric methods involve setting prices based on the cost of the base product and an additional premium for improved characteristics (parameters) of a particular product.

In practice, banks use the entire range of pricing methods.

The modern pricing system in Russian banks has a number of negative features:

Pricing schemes for banking products that are not transparent to consumers;

high bank interest margin,

high variation in interest rates and commissions between banks.

Market analysis of a banking product includes several stages, which represent marketing process.

Stage I. Collection of information about the state of the market (Fig. 10.2);

Rice. 10.2.

Stage II. Determination of marketing strategy (Fig. 10.3);



Rice. 10.3.

Stage 111. Implementation of the selected marketing strategy for consumer groups and banking products (Fig. 10.4);



Rice. 10.4.

Stage IV. Evaluation of the results of marketing activities.

Marketers perform the following functions:

• study the market;
• analyze consumer opinion;
• monitor tariffs for banking services;
• developing the concept of a new product and technology for its implementation on the banking services market.

Marketing research is a systematic, targeted collection, registration and analysis of data on marketing problems. Reports from the marketing research department are the basis for managing the marketing process.

Determining a market strategy involves choosing a line of behavior that brings the bank's potential capabilities closer to market requirements.

Market segmentation means differentiation of the total mass of consumers of banking services into separate groups that place unequal requirements on them. The following consumer groups are distinguished (Fig. 10.5).

Each group can be divided into smaller segments in accordance with certain criteria: economic, geographical, demographic, psychological, etc.



Rice. 10.5.

For example, segmentation by individuals is possible:

• for wealthy and mass clients;
• by age (youth, middle age, pensioners);
• by social status, etc.

Until recently, four groups of banking products were distinguished (Fig. 10.6). But currently banks all over the world are developing Internet banking, which includes a full range of retail banking services.

There are marketing of the credit market, marketing of the deposit market, marketing of the securities market and foreign exchange market, marketing of the bank card market, etc.



Rice. 10.6.

The tasks of marketing specialists in a bank are as follows:

• 1) correctly assess the target markets for banking services according to the following criteria:
  • current profitability;
  • acceptable degree of risk;
  • prospects for asset value growth;
  • quantitative assessment of the market (potential, volume, bank share in the market);
• 2) choose a strategy that matches the market assessment:
  • concentrated marketing (concentration of marketing efforts on one segment; used, as a rule, when conquering new markets);
  • differentiated marketing (the bank’s focus on two or more different market segments is a more flexible strategy that allows it to adapt to changing market conditions);
  • mass (undifferentiated) marketing (a unified program for providing services to all groups of clients, which assumes relatively low marketing costs with a variety of services provided).

Competitive strategy in a modern credit organization is most often carried out in two directions:

• concentrated marketing – a product range of services that fully covers the needs of a segment by customer group;
• differentiated marketing – product leadership (innovation strategy), which is a flow of new products and services.

Disadvantages of the strategy differentiated and mass marketing are associated with the need to overcome powerful competition from other credit institutions. With concentrated marketing, in addition to competition, efforts are required to find an innovative product and large costs for its promotion to the market, especially for advertising.

A specific combination of marketing tools in accordance with the goals and objectives is called marketing mix(Fig. 10.7).



Rice. 10.7.

Planning includes defining the range of services for:

• width (number of groups of this type of service): for example, short-term, medium-term, long-term loans;
• depth (number of positions in the group): for example, short-term loans only to legal entities or to legal entities and individuals; legal entities of all organizational and legal forms or everyone except small businesses;
• updating the range of services;
• choosing a pricing policy;
• determining distribution channels;
• taking into account the life cycle of a banking product (implementation stage, maturity stage, decline stage).

Product development (services) represents specific actions of marketing services to provide a service, which include:

• preparation of regulatory documents;
• employee training;
• development of technology for banking operations;
• determining ways to introduce a product (service) to the market;
• assessing the effectiveness of bringing a product to market (offer to a narrow circle of clients).

– organizing the bank’s activities to promote products (services) to the market. The main types and forms of sales are presented in Fig. 10.8.

In this scheme, contacts between bank employees and clients predominate. New product distribution systems are associated with the automation of banking technologies (increasing electronic methods of customer service).



Rice. 10.8.

Plastic cards, videophones, and connecting clients’ personal computers to the bank’s network to carry out banking operations have become widespread.

In banking practice in the USA and other developed countries, so-called kiosks, allowing the provision of financial services at any time, regardless of the region; clients can control their accounts through their monitor.

Effective services of Russian banks. Along with the automation of banking, its distinctive feature at the present stage is the development of retail services or retail business. Retail business is focused on working not with corporate, but with private clients. Increasing competition in the banking services market and the search for new market segments have led most credit institutions to realize the need to expand their client base by attracting individuals.

Retail services are classified according to different criteria. Most often - for servicing individuals. The most complete classification can be considered the following:

• operations for servicing individuals;
• corporate and retail operations;
• conditional retail operations (services to legal entities using technologies similar to operations for individuals);
• retail transactions with VIP clientele (private banking).

The marketing approach classifies retail services in terms of sales and promotion technology.

Internet banking is, in the narrow sense, a system for managing client bank accounts via the Internet using the client’s computer. It is one of the technologies for remote customer service. The system of servicing clients at home or in the office (home-banking) is also becoming widespread. Based on the agreement, the client receives a key (password) from the bank, allowing him to send payment documents to the bank via modem and receive account statements. Highlight:

• "Bank - Client" system (for legal entities);
• Internet banking ;
• Internet trading (trading operations on exchanges);
• WAP banking (mobile banking) and other remote communication channels.

Banks open their websites on the Internet in order to expand their customer base and promote their services (both traditional and new). Websites are essentially advertising tools. In international banking practice, there are purely Internet banks, which are still few in number (mostly American banks), and traditional banks that develop Internet services. Such banks are everywhere today, including in Russia.

Among the newest services provided by banks to clients - legal entities (mainly trading enterprises), has serious prospects trade finance– a type of long-term lending of accounts receivable, goods in circulation, export contracts and other non-monetary liquid assets of the client. Its instruments are factoring, forfeiting, bills of exchange, letters of credit and bank guarantees. Trade finance is a costly and risky business, but when properly organized, it gives the bank significant marketing advantages in the market.

Promotion of sales of banking products and services is carried out in three areas:

• consumer incentives (interest rates, personal services, discounts for regular customers, lotteries, etc.);
• incentives for bank employees (incentives for high quality customer service, expansion of the scope of any services, innovations in product development);
• stimulating intermediaries through which the bank promotes its services (insurance companies, media, brokers, dealers, etc.).

Incentive methods are varied: joint advertising, interconnection of services provided, assistance in promoting partner services, etc.

• registration of a website in search engine directories;
• posting information on thematic websites;
• special sponsorship and partnership programs;
• web conferences using email, etc.

Sales organization includes:

• organization of marketing services within the bank, including branches and branches;
• organizing channels for promoting services at the head office or branch level at the national, regional or local level;
• selection of promotion methods corresponding to the level of the bank division or the scale of promotion of services (advertising campaigns, public events, delivery of services directly to the client (“bank at home”), offering related services, etc.);
• studying customer opinions about a specific type of service.

Measuring Marketing Results is the starting point in the new reproductive cycle of management decisions and their implementation.

Managing the marketing process in modern conditions involves the use method "portfolio-analysis", which allows you to create various combinations of market factors with the resource capabilities of a particular bank, to combine market strategy, product strategy (life cycle and assortment) with financial capabilities, scientific principles of managing assets and liabilities of the bank.

The purpose of using the method is to manage a portfolio of banking services, allowing them to achieve a ratio that ensures an increase in the bank’s share in the financial market, liquidity of assets and the maximum possible profit.

Recently, such a direction as social banking marketing has been developing. Along with solving the main task - increasing profits in traditional ways - the bank's management must form public opinion, a positive image as a factor in expanding the market for its products and services. For more details, see: Tyutyunnik A.V., Turbanov A.V. Banking. Part 6. M.: Finance and Statistics, 2005; Yudenkov Yu. N. Internet technologies in the banking business: prospects and risks: educational and practical work. allowance. M.: KnoRus, 2011.

• For example, a commercial bank offers a client the opportunity to open a savings deposit for the purchase of a car from a dealer company associated with the bank; it provides the remaining amount for the purchase on credit.
• According to the ARB, the index “Customer Confidence in Banks” for 2013 was 61% (See: G. A. Tosunyan’s report to the XXIV Congress of the ARB // arb. ni.).