MARKETING TOOLS IN THE BANK MANAGEMENT SYSTEM

Keywords: bank, marketing, banking services, banking marketing, profitability

Abstract

Modern the banking sector is developing in the context of the financial crisis and increased competition between banks, the urgent issue is to build an effective system of management, attracting and retaining customers. Under the conditions of competition in the banking market the majority of Ukraine banks began to seek new ways to increase competitiveness. One of the most effective measures is the use of marketing technologies that ensure the search and use of the most profitable markets, banking products, taking into account the real needs of customers. The article considers the main tasks, goals and specific features of banking marketing. The main purpose of banking marketing is the maximum speed of service provision, timely satisfaction of consumer needs and minimization of risks in the bank's activities. It is determined that bank marketing is a process which involves the production planning of banking product, researching the financial market, establishing communications, pricing, organization, promotion of Bank’s product and service deployment of the banking services. A current state, the structure and dynamics of the main indicators of the development of the banking system of Ukraine have been studied. One of the most popular marketing tools used by banks to attract customers is the mobile channel – mobile banking, cross-channel integration, mobile payments and wallets, voice services, cross-selling, mobile advertising, personal messaging, application stores and more. Recently, Social Media, which is the largest channel used to collect data on consumers of banking services and attract new customers, has become increasingly important. Based on the research, we conclude that bank marketing tools are rapidly developing. To foster the competition of banks, they should implement the customer-focused marketing policy. For this the Ukraine banks should develop and adapt the existing marketing tools used by abroad. Thus banking marketing creates a competitive advantage of banking services based on the needs of certain customers; increases efficiency and reduces the risk of banking.

References

Балабанова Л.В. Маркетинг: підручник [вид. 3-е, перероблене та доповнене]. Донецьк : ДонНУЕТ, 2012. Т.1. 348 с.

Завадська Д.В. Особливості сучасного розвитку банківського маркетингу. URL: http://www.rusnauka.com/7_DN_2007/Economics.

Кириченко О., Гіленко І., ЯтченкоА. Банківський менеджмент: Навчальний посібник для вищих навчальних закладів. Київ : Основи, 2005. 671 с.

Крикавський С.В. Маркетингові стратегії у формуванні розвитку банку : навчальний посібник. Львів : СинтезПоліграф, 2008. 346 с.

Лютий І.О., Солодка О.О. Банківський маркетинг : підручник. Київ, 2009. 776 с.

Маркетинг у банку : навчальний посібник / О.В. Дубовик, С.М. Бойко, М.А. Вознюк, Т.Д. Гіренко. [2-е вид]. Київ : Алерта, 2007. С. 11, 92-93.

Нікітін А.В. Маркетинг у банку : Навчальний метод: посібник для самостійного навчання. Київ : КНЕУ, 2014. 170 с.

Ніколаєнко А. Особливості маркетингової діяльності банку. Банківська справа. 2001. № 1. С. 36.

Романенко Л.Ф. Банківський маркетинг: курс лекцій. Київ : Університет «Україна», 2007. 170 с.

Романенко Л.Ф. Банківський маркетинг : підручник. Київ : Центр навчальної літератури, 2004. С. 36.

Tкачук В.О., Тимків А.О. Банківський маркетинг: сутність, особливості, еволюція. Економіка і суспільство. 2017. Вип. № 13. C. 1244-1250.

Стрельченко О., Скорик В. Характеристика банківського маркетингу як складника діяльності публічної адміністрації у сфері економіки та фінансів. Підприємництво, господарство і право. 2020. № 6. С. 156-161.

Baudrillard J. (1996). The System of Objects. London: Verso.

Frost Steven M. (2013). Desk book of banking Analyst: the money, the risks and the professional techniques. Dnipropetrovsk. 672 p.

Кapferer J.N. (2000). How the Internet impacts on brand management. Journal of Brand Management. № 4(4).

Mercier J.-E., Pacini J.-E. (2006). Marketing: Objectif rentabilite. Banque. № 594.

Thibaut F. (2003). Creation et design ou I’innovation dans l’univers du luxe. Luxe... metiers et management atypiques. D. Alleres. Economica.

Офіційний сайт Національного банку України. URL: https://bank.gov.ua

Balabanova, L. (2012). Marketing: schoolbook. Donetsk: DonNUET. (in Ukrainian)

Zavadska, D. (2007) Features of modern development of banking marketing. URL: http://www.rusnauka.com/7._DN_2007/Economics. (in Ukrainian)

Kirichenko, A. (2005). Banking Management: Textbook for high schools. Osnovy, Kyiv. (in Ukrainian)

Krykavsky, S. Marketing strategies in the formation of bank development: a textbook. Lviv: SintezPolygraf.(in Ukrainian)

Liutyj, I. (2009). Bank marketing : Textbook. Kyiv : Tsentr uchbovoi literatury. (in Ukrainian)

Marketing in the bank: a textbook / Dubovyk, O., Boyko, S., Voznyuk, M. (2007). Kyiv: Alerta. (in Ukrainian)

Nikitin, A. (2014). Marketing in the Bank: Educational method: guide for self-studying. K.: KNEU (in Ukrainian)

Nikolaenko, A. (2001). Features of marketing activities of the bank. Banking. (in Ukrainian)

Romanenko, L. (2007). Bank marketing: lectures. Open International University of Human Development "Ukraine”. Kyiv: Universytet "Ukraina"(in Ukrainian)

Romanenko, L. (2004). Banking marketing: a textbook. Kyiv: Center for Educational Literature, (in Ukrainian)

Tkachuk, V., Tymkiv, A. (2017). Banking marketing: essence, features, evolution. Economy and society. (in Ukrainian)

Strelchenko, O., Skoryk, V. (2020). Characteristics of banking marketing as a component of the activities of public administration in the area of economics and finance. Entrepreneurship, economy and law. (in Ukrainian)

Baudrillard J. (1996). The System of Objects. London: Verso. (in English).

Frost Steven M. (2013). Desk book of banking Analyst: the money, the risks and the professional techniques. Dnipropetrovsk. (in Ukrainian)

Кapferer J.N. (2000). How the Internet impacts on brand management. Journal of Brand Management.

Mercier J.-E., Pacini J.-E. (2006). Marketing: Objectif rentabilite. Banque.

Thibaut F. (2003). Creation et design ou I’innovation dans l’univers du luxe. Luxe... metiers et management atypiques. D. Alleres. Economica.

National Bank of Ukraine. URL: https://bank.gov.ua/

Article views: 268
PDF Downloads: 603
Published
2020-12-15
How to Cite
Sukach, O., & Syvolap, Y. (2020). MARKETING TOOLS IN THE BANK MANAGEMENT SYSTEM. Economy and Society, (22). https://doi.org/10.32782/2524-0072/2020-22-44
Section
MARKETING