The marketing complex of bank - a set of marketing tools - a bank product, the price, methods of distribution and advance of the bank product, which set uses bank for receiving desirable reaction of the target market of consumers of bank services.
The marketing complex includes all possibilities of bank on rendering of influence on demand of the production. These possibilities can be divided into four groups, so-called "four R: product, price, place, promotion".
The bank product represents a complex of the services provided by the contract of bank with the client. The price - quantity of money, which the client should pay to buy a bank product. Methods of distribution of a bank product include actions of bank which make a bank product available for the target markets of consumers of bank services.
Methods of advance of a bank product are actions of bank on distribution of data on advantages of a bank product and belief of subjects of the target markets of consumers of bank services to need of its purchase.
The marketing complex includes a set of tactical receptions of bank for providing made by the management (the highest management) decisions on positioning of a bank product in the target market. However it is necessary to consider that "four R" reflect the point of view of bank about marketing levers on clients. From the point of view of clients, any marketing action is developed for providing to it certain advantages.
Сопоставление точек зрения банка и клиента приводит к выводу, что преуспевать будут те банки, которые смогут удовлетворить потребности клиента экономно, удобно и при хорошем взаимопонимании.
Experts in marketing of bank bear the main responsibility for tracking of considerable changes of the environment. They should watch new tendencies and look for favorable possibilities. Managers of bank, of course, too supervise a condition of the marketing environment, but experts in marketing can solve this problem more effectively as have at the order special tools: marketing thinking and market researches. Besides, experts in marketing should spend much time among clients and competitors.
Experts in marketing not always can affect the factors defining the external marketing environment. In many cases they are compelled to observe simply after Wednesday and to react to its changes. But when it is possible, experts in marketing should borrow active, instead of a passive position in relation to the marketing environment.
The active position can be shown: in the organization of lobbying of interests of bank at adoption of laws; in carrying out special events for representatives of mass media to get of them support; in sponsoring of newspapers and magazines that those in an editorial matter gave positive reviews of bank activity, forming thereby public opinion.
Systematically studying an environment, experts in marketing can correct and adapt marketing strategy as to a component of strategy of development of bank for new requirements of the marketing environment.
It is necessary to distinguish the following levels of hierarchy of marketing environments:
макросреда - political and legal, demographic, economic, welfare, natural, scientific and technical and information environments;
the corporate environment - bank, the markets, competitors, clients, sales channels, contact audiences;
the management environment - board of directors, board, auditors, supervising authorities;
the intra bank environment - services of marketing of bank (SMB) and other divisions of bank;
microhabitat - the environment of elements of service of marketing of bank.
The marketing complex includes all possibilities of bank on rendering of influence on demand of the production. These possibilities can be divided into four groups, so-called "four R: product, price, place, promotion".
The bank product represents a complex of the services provided by the contract of bank with the client. The price - quantity of money, which the client should pay to buy a bank product. Methods of distribution of a bank product include actions of bank which make a bank product available for the target markets of consumers of bank services.
Methods of advance of a bank product are actions of bank on distribution of data on advantages of a bank product and belief of subjects of the target markets of consumers of bank services to need of its purchase.
The marketing complex includes a set of tactical receptions of bank for providing made by the management (the highest management) decisions on positioning of a bank product in the target market. However it is necessary to consider that "four R" reflect the point of view of bank about marketing levers on clients. From the point of view of clients, any marketing action is developed for providing to it certain advantages.
Сопоставление точек зрения банка и клиента приводит к выводу, что преуспевать будут те банки, которые смогут удовлетворить потребности клиента экономно, удобно и при хорошем взаимопонимании.
Experts in marketing of bank bear the main responsibility for tracking of considerable changes of the environment. They should watch new tendencies and look for favorable possibilities. Managers of bank, of course, too supervise a condition of the marketing environment, but experts in marketing can solve this problem more effectively as have at the order special tools: marketing thinking and market researches. Besides, experts in marketing should spend much time among clients and competitors.
Experts in marketing not always can affect the factors defining the external marketing environment. In many cases they are compelled to observe simply after Wednesday and to react to its changes. But when it is possible, experts in marketing should borrow active, instead of a passive position in relation to the marketing environment.
The active position can be shown: in the organization of lobbying of interests of bank at adoption of laws; in carrying out special events for representatives of mass media to get of them support; in sponsoring of newspapers and magazines that those in an editorial matter gave positive reviews of bank activity, forming thereby public opinion.
Systematically studying an environment, experts in marketing can correct and adapt marketing strategy as to a component of strategy of development of bank for new requirements of the marketing environment.
It is necessary to distinguish the following levels of hierarchy of marketing environments:
макросреда - political and legal, demographic, economic, welfare, natural, scientific and technical and information environments;
the corporate environment - bank, the markets, competitors, clients, sales channels, contact audiences;
the management environment - board of directors, board, auditors, supervising authorities;
the intra bank environment - services of marketing of bank (SMB) and other divisions of bank;
microhabitat - the environment of elements of service of marketing of bank.
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