Features of banking service (product)
Bank marketing, like any other type of it, is aimed at establishing relationships between the features and capabilities of a particular bank with customers in the target market and ensures the achievement of its main commercial goal through the fullest satisfaction of the identified customer needs. At the same time, banking marketing has significant differences from marketing in other areas. economic life... This specificity is caused by the special economic role of banking and its special place in the system economic relations and the process of social reproduction. But the specificity of banking marketing is also due to the characteristics of the banking product itself (product and service) and their differences from other goods and types of economic activity, as described above.
V theoretical study banking problems and practical use banking marketing concepts such as a banking product, a banking service and a banking product are often identified. Moreover, this is not only a Russian phenomenon, but also a worldwide one. However, this is not entirely true.
A product is a concept that synthesizes the results of the activity of natural, animal, plant and social forces. The product in the broad sense of the concept can be called objectified in anything or in no way objectified results of the activity of natural and social forces.
Public or human products are material goods in the aspect under consideration, there are varieties of natural and social products useful to people, objectified in things or not objectified in them.
If material goods are objectified in things, then they receive material existence and they are called things, substances. If material goods are not objectified in tangible things, substances, then non-objectified public goods are called services.
The theory and practice of banking marketing operates with the concepts of a banking product and banking services. But they are based on the concept of a commodity. At the same time, a commodity is a special historically emerging economic form of the existence of material goods in the form of things and services.
The commodity and its production arose, as is known, under strictly defined conditions, namely, during the development through three stages of a large social division of labor and the emergence of private ownership of the means of production. The result of three stages of a large social division of labor was a significant increase in its productivity. The increase in labor productivity made it possible to create not only in enough a necessary product, but also a surplus - a product in excess of the needs of the producer. Product surpluses have become a real possibility of product exchange between producers and owners of these surpluses.
Hence, a product is a thing or service that is necessarily useful to people, that is, it has a use value, and is capable of being exchanged for other things, services or money, that is, having value. Consequently, a commodity can be defined as a thing or service in which there is a unity of the two sides of use value and value.
However, the concepts of a banking product and a banking service are used without taking into account the economic fact that banking is a commodity phenomenon, and therefore they have a commodity form.
Most academic economists believe that the main criterion for classifying an activity as a service sector is the intangible, invisible nature of the product produced in the form of a service. At the same time, the service is always transferred to the buyer through the direct activity of its producer, and this activity should be economically useful, and its results should be able to act as a commodity. A service, in contrast to materialized goods, is always a process during which its producer and consumer interact. Any service is a process, while any materialized product is not. Hence, it can be assumed that services and materialized goods are marketing products. different types, that is, the differences between them are much deeper.
The dynamics of the conceptual apparatus of the “service” category allows us to reveal the semantics of the word “service” through its following distinctive properties in relation to the banking sector:
activities to provide the consumer (client) with assistance or assistance in making a profit;
a system that meets specific needs;
qualified help or advice suitable for everyday use.
When studying domestic legislative acts, regulations of the Central Bank of the Russian Federation, one can find the category "financial service", which is defined as "activities related to the attraction and use of funds from individuals and legal entities." As already noted, the concept of "banking service" is not found in legal documents.
In the Russian economic literature, the concept of "banking service" is defined as "conducting banking operations on behalf of the client and in favor of the latter for a fee." Some authors call banking service "the execution by the bank certain actions in the interests of the client ". Goidenko Yu.N. a service is understood as a “realized product”. Tavasiev A.M., Maslenchenkov Yu.S. and Dubankov A.P. give the following definition of a banking service: "a banking service is the result of a banking operation, that is, the result or beneficial effect of a banking operation (purposeful labor activity of bank employees), consisting in satisfying the client's declared need (for a loan, settlement and cash services, guarantees, purchase / sale securities, etc.) ". ... Kazarenkov N.P. interprets banking services as "a set of operations performed by bank employees and directly aimed at meeting a specific (single) client's needs." Lavrushin O.I. , Zhukov A.I. banking service is called "one or more bank operations that satisfy a specific customer need."
Summarizing the above definitions, we can say that a banking service is a single banking operation or a combination of them, combined and structured in such a way as to satisfy a client's need.
The structure of banking services includes the following elements: Perception; Communication (communication); Requirement fulfillment. Return.
Let's consider the main specific features inherent in a banking service and significantly distinguish it from material goods.
First of all, it is difficult for a buyer of a banking service to understand and evaluate what is being sold before purchasing it, and sometimes even after that. The client is forced to trust the bank, he must necessarily have an element of trust in the bank. At the same time, the intangibility of banking services complicates the managerial activities of a bank employee. He has two problems:
It is difficult to show customers your product;
It is even more difficult to explain in all details to clients what they are paying for.
In this case, one can only describe the advantages that a client has as a result of purchasing a particular banking service.
The specificity of banking services lies in the fact that, unlike material goods, it cannot be produced for future use and stored, it can be produced only at the moment of its demand. These two processes cannot be separated from each other. In addition, the bank's client cannot immediately assess the quality of the services offered and provided to him.
An inevitable consequence of the mismatch in time of production and demand for banking services is the variability of its execution, dependence on where, when and by whom it is provided. The volatility of banking services is sometimes caused by its customers, the uniqueness of each of which requires a high degree of individualization in accordance with the requirements of the client, which makes it impossible to mass-produce many types of banking services.
Another important distinguishing feature of banking services is its immediacy. Services, as a rule, cannot be postponed until further sale and provision for a long time. If the demand for these services becomes greater than the supply, then it is impossible to react to this, as in the industry, taking the goods from the warehouse.
Unlike a banking service, a banking product is a specific bank document that is produced by a bank to serve a client and conduct a transaction. It can be a bill of exchange, check, any certificate, plastic card, etc.
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.The. give the term "banking product" a more subtle meaning, considering it as a set of services provided by the bank to its customers. This definition was somewhat refined by A.M. Tavasiev, Yu.S. Maslenchenkov. and Dubankov A.P.: “A banking product is a specific way in which a bank provides or is ready to provide a particular service to a client in need of it, that is, an orderly, internally agreed and, as a rule, a documented complex of interrelated organizational, technical and technological, information, financial, legal and other actions (procedures), constituting an integral regulation of interaction between bank employees (its specific divisions) with the client served, a single and complete technology for servicing a client. " According to NP Kazarenkov: "A banking product ... is a set of complementary banking services and operations aimed at satisfying the diverse interests of the client." However, he does not indicate the reason for such complementarity, which is associated with the parallelism of the processes of consumption of the results of the bank's activities by the bank itself, the client and society.
The main distinguishing properties of a banking product are its homogeneity and versatility, which means:
1) Unlike other intangible products, which can be directed to the consumer or a thing belonging to him, banking products are turned into money. At the same time, the payment for the product comes in cash. Thus, both the client and the bank generate cash flows, and the bank is the creator of the means of payment, involving the whole of society in the process of their consumption.
2) Both the bank and the client evaluate the banking product from the same positions, which are based on the analysis of the key characteristics of the cash flow: its value, distribution over time and uncertainty.
Puzyrev M.V. it is proposed to distinguish three levels of banking products:
The first level is the main product, or basic assortment, which includes settlement and cash services, deposits, lending, currency transactions, and other services.
Second level - real product, or the current range of services. It is constantly changing and developing without affecting the basic direction of the bank. Changes in the current assortment are aimed at turning a casual client into a permanent one and encouraging the client to purchase as many services as possible.
The third level is an extended banking product. Services of this level are aimed at forming friendly relations with the client, providing him with all-round assistance. This can be the maintenance of foreign economic relations, assistance and creative ideas in the field of finance, management, the use of connections and contacts, financial benefits, friendly relations, personal advice banker, informal communication.
It should be noted that management, aimed at a banking product, allows to mutually integrate the marketing subsystem and the subsystem of banking operations management, to take into account the interests of three groups of consumers of a banking product - the bank, customers and society.
In reality, a banking product and service is difficult to isolate, since many banking services end with a certain document. The similarity between a banking product and a banking service is that they are designed to meet the needs of the client and contribute to making a profit. However, in most cases, the banking service is primary, the banking product is secondary. So, banks provide a large number of services and sell many products:
Cash and non-cash flow management services;
Currency operations;
Granting loans;
Settlement and cash services;
Deposits;
Brokerage services for operations with securities;
Investment banking services;
Financial services;
Storage of valuables, etc.
Currently, economists do not agree on what ultimately satisfies the client's needs - a banking service or a banking product. There are four main approaches to defining these concepts.
According to monetary approach(Lavrushin O.I., Bykova N.I., Golovin Yu.V.), which is based on the monetary component as key characteristic activities of the bank, the product of the bank, includes.
A special kind of goods in the form of money, means of payment;
Cash and securities sold or provided by banks for a specified period;
Various types of services, mainly of a monetary nature;
Issuing money, including their electronic form;
A specific bank document (such as a check, bill of exchange, certificate, etc.)
According to this theory:
1) there is no clear distinction between the concepts of service and operation;
2) the definition of a banking product does not include such areas of the bank's activities as storage of valuables, information services, etc., that is, the scope of the bank's activities is narrowed;
3) the non-monetary components of the banking product are ignored. Since, for example, the provision of a loan is not only about the transfer of money, but also includes monitoring, evaluation, control over their return and intended use.
Within the framework of a linguistic or marketing approach (Utkin E.A., Guryanov S.A., Maksutov Yu.G., Alekhin R.V., Ivanov A.N., Romanov A.V., Markova V.D.) two concepts.
According to the first, the concept of a banking product is not considered at all, since it is considered an incorrect translation of the concept of a banking product.
According to the second concept, the concept of a banking service and a banking product are synonymous: a banking product is considered as a set of services for active and passive transactions; banking service is defined as a product that meets the needs of the bank's customers.
The main provisions of the legal approach are set out in the legislation and in the comments of lawyers.
The concept of a banking product has not yet found a place in modern Russian legislation, and there is also no unambiguous approach to the definition of a service. the federal law“On Banks and Banking Activities” also does not define the concept of a service, and the specifics of banking activities are determined on the basis of a list of banking operations and transactions, and the concepts of transaction and operation are used as identical.
This situation leads to the fact that when licensing the activities of a bank, the Central Bank of the Russian Federation indicates in the license a list of banking operations, and banks, when carrying out activities, advertise and promote banking services. Representatives of the so-called client approach (Korobov Yu.I., Maslenchenkov Yu.S., Miretsky A.P.) focus on the client. A banking operation is defined as an ordered set of actions of bank employees to meet the needs of customers, that is, to serve them. At the same time, a banking service is the result of customer service, that is, the execution of banking operations.
Acting in the interests of participants in economic relations, the bank satisfies their basic needs:
In increasing the size (increment) of resources;
In obtaining (mobilizing) additional resources;
In the implementation of settlements and payments;
In the storage of funds and valuables;
In obtaining information, advice and assistance.
Summarizing these approaches, we can conclude that all supporters of various concepts nevertheless see the purpose of banks in increasing the level of rational behavior of participants in economic relations in conditions of market uncertainty and in reducing the size of their costs.
In accordance with this, a banking product can be considered a form of manifestation of a banking service, and the elements of a banking product are:
Banking services (settlement, deposit, credit);
Banking operations (product-forming, productive, managerial, analytical, etc.);
Banking technologies (processes) - sequence, order of transactions;
Bank documents are tangible media that certify the rights and obligations of the bank and the client when providing a banking product.
Establishing a clear approach to delineating the basic concepts of banking is aimed at streamlining banking terminology, which largely determines the activities of the bank's marketing services, clearly shaping their functions and defining the objects of operation.
INTRODUCTION 2
1.CLASSIFICATION OF MODERN BANKING 5
1.1 Regulations governing banking operations5
1.2 General characteristics of banking products and services 81.3 Properties of banking products and services 15
2. CHARACTERISTICS OF NEW BANKING PRODUCTS AND SERVICES 17
2.1 Concepts and main types of new banking operations 17
2.2 Internet banking operation, its disadvantages and advantages 26
3. IMPROVEMENT OF POPULATION BANKING 333.1 Conditions and prospects for the development of modern banking products and services 33
CONCLUSION 35LIST OF REFERENCES 37
INTRODUCTION
In recent years, there has been a tendency of Russian banks to expand the list of products and services offered to corporate clients and diversify their own business through the development of retail operations. To this end, banks are actively introducing technologies for electronic customer service, such as: services provided using bank (financial) cards, services for remote management of customers with their bank accounts and services via the Internet.
Most of the new banking products are related to the use of the Internet, modem communication, mobile communications, due to the fact that these technologies are in recent times began to spread widely and develop rapidly, which is why new banking services are currently appearing. New information technologies are helping banks, investment firms and insurance companies to reshape customer relationships and find new ways to generate profits. Banking computer systems today are one of the fastest growing areas of network application software.
But there are factors that reduce the rate of development of new banking services, which banks must address in order to achieve an increase in the rate of development of banking services.
There are two groups of factors that explain the low rates of development of online banking services in Russia:
macroeconomic reasons:
- early forms of remote banking services have not been developed, on the basis of which modern online banking systems could be actively introduced;
- low income of a significant share Russian population does not allow saving large amounts of financial resources and placing them on the banking market;
- insufficient supply of online banking services;
microeconomic reasons:
- lack of reliable information on this type of service among bank clients;
- lack of understanding of the possible impact of online financial services on the development of the banking business.
This work examines new banking products and services, as well as the conditions and prospects for development in the market.
The purpose of the course work is to determine the main types of modern banking services and products, to give them concepts.
To achieve this goal, the following tasks have been identified:
1) Consider the legal and regulatory framework governing the conduct of banking operations;
- 2) Describe the main types and concepts of modern banking products and services;
Solving the set tasks will give an idea of how important it is to introduce new banking products into the market, what are the prospects for the growth of banking services.
1. CLASSIFICATION OF MODERN BANKING
1.1 Regulations governing the conduct of banking operations
Banking operations are regulated by various regulations:- The Civil Code of the Russian Federation, part one of November 30, 1994 N 51-FZ (with amendments and additions, effective from 01.07.2009) defines the concepts of credit, bank deposit, bank account, regulates credit, settlement relations, general provisions of the institution of credit organizations and conditions for the implementation of its activities;
Federal Law of July 10, 2002 N 86-FZ "On the Central Bank Russian Federation»(With amendments and additions, effective from 10.01.2009) defines the Central Bank of the Russian Federation as the body regulating the activities of credit institutions, exercising banking supervision and banking control, the main provisions of banking activities;
Federal Law of December 2, 1990 N 395-1 "On Banks and Banking Activities" (as amended on December 30, 2008) regulates the basic provisions of banking, organization, reorganization and liquidation of credit institutions, defines the basic concepts and types of banking operations.
Regulation of the Central Bank of Russia dated March 26, 2007 N 302-P "On the rules of accounting in credit institutions located on the territory of the Russian Federation "(with amendments and additions, effective from 11.01.2009) determines the rules for processing banking operations.
- Federal Law of July 16, 1998 N 102-FZ "On Mortgage (Pledge of Real Estate)" (with amendments and additions, effective from 26.01.2009) defines the concept of a mortgage, the conditions for granting a mortgage;
Federal Law of October 29, 1998 N 164-FZ "On Financial Lease (Leasing)" (as amended on July 26, 2006);
Regulations of 24.12.2004 N 266-P "On the issue of bank cards and on transactions performed using payment cards" (as amended on 23.09.2008).
A bank is a specific economic institution that creates a special product associated with the movement of cash flows accumulated by legal entities and individuals, providing banking services at the expense of these funds. "
How do banks differ from other financial intermediaries? First, banks are characterized by a double exchange of debt obligations: they place their own debt obligations, and the funds raised on this basis are placed in debt obligations and securities issued by others. Secondly, banks are distinguished by the assumption of obligations with a fixed amount of debt to legal entities and individuals. Thirdly, banks mediate the movement of funds between states, enterprises, the population, carrying out settlement and cash services, issuing and servicing electronic money, plastic cards. We can say that the essence of banks is in the accumulation of capital that does not participate in the production process and the application of this capital to labor, business in order to create new goods and services. That is, banks are intermediaries between the producer and the consumer, while they participate in a two-way exchange. Obviously it is possibledemonstrate in the form of the following diagram:
Figure 1. The main type of banking activity
This scheme reflects the main type of banking activity associated with raising funds and placing them on the basis of payment, urgency and repayment. But the bank is a universal enterprise and provides a wide range of financial services, where the scheme of interaction between the bank and customers will be presented in the form of a similar scheme:
The definition of the essence of the concept of "bank" and the construction of the client - bank - client scheme was necessary to identify the final result of the activity of such an enterprise as a bank. If in the sphere of material production the result of activity is a finished product, then in the banking sphere the result of activity is a banking service. It should be noted that economic science understands services as a kind of useful effect of labor that does not create material goods, but is useful precisely as a process. A service is a type of activity, work, in the process of which a new, previously non-existent material product is not created, but the quality of an existing, created product changes. In other words, a service is intangible goods as a special type of results or products of labor. That is, the operations of banks in their own capacity from the point of view of the result of the effect of such activities is the provision of services to clients. It is the presence of a client that predetermines the transformation of a bank's operation into its service. You can trace the areas of banking where this transformation is taking place.
- General characteristics of banking products and services
a) creation of means of payment;
b) 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 products of labor is carried out not in the form of exchange of one product for another, but in the form of purchase and sale. The manufacturer 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 the 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 the continuation of the reproduction process.
Banking services can be primarily 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 performed by them:
- deposit operations;
credit operations;
settlement operations.
Table 1- Classification of banking services
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Deposit operations are associated with the placement of clients' funds in the bank in deposits (deposits). Historically, this operation was preceded by a safekeeping operation, when people put their valuables for safekeeping in banks, ensuring the reliability and safety of savings. Subsequently, the safety of funds began to develop into safety from impairment. People began to place their monetary resources in the bank not only as the most convenient, safe place, but also in order to generate income, to keep them from depreciation and inflation. For placing money on a deposit, bank clients receive a 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 really so: in the total amount of the bank's assets, the main specific gravity make up credit transactions. Most often, through lending to customers, the bank also receives most of the income. In the modern structure of banking operations, the credit operation, however, is not the main one. Due to the economic crisis, inflation and, consequently, a higher risk, commercial banks prefer to engage not so much in lending as in other more profitable and less risky operations (for example, foreign exchange transactions).
Settlement transactions carried out by the bank can be carried out both in non-cash and in cash. On behalf of customers, banks can open various accounts from which payments are made related to the purchase or sale of inventories, payment of wages, transfer of taxes, fees and other equally important payments. When making settlements, the bank acts as an intermediary between sellers and buyers, between enterprises, tax authorities, the population, and the budget. When making settlements, banks use various modern equipment that provides fast communication and technical processing of documents received by the bank.
These three types of banking operations are called traditional banking operations. They acquire a tint of tradition primarily in the sense that historically, for a long time, they pass as a heritage from one generation of banks to another. We can say that these operations are the most ancient: they were performed by "old" banking houses, and modern large and small banks are also performing them.
But it's not only that. These operations acquire a tint of tradition in the sense that they create conditions for maintaining the bank's status. Banks are not generally certain enterprises or organizations that accept deposits, issue loans, or make settlements between various legal and individuals... In practice, quite often you can find funds that accept deposits for a certain period and at a certain percentage, but from this they do not become banks. It is known, for example, that loans can also be provided by trade organizations, in general by all entities that have free funds, but this also does not turn them into banks, but retain their main status (position). The post office makes payments on behalf of the client, but in spite of the settlement operations that it performs, it remains post, and does not turn into a bank.
These operations in their totality form what is called a bank. Legally, a bank is an enterprise that carries out all three considered operations at the same time. If any one of the three purely banking operations this or that organization does not perform, then by law it cannot be considered a bank, but goes into the category of other financial institutions (in the Law "On Banks and Banking Activities" they were called "other credit institutions ").
Cash transactions can also be classified as traditional banking operations. In modern legislation, they are not included in the basic operations that make up a bank, however, by their purpose, they reflect the essence of banking. It is hard to imagine that a bank dealing with deposits, lending and settlements does not conduct cash transactions.
An intermediate position between traditional and non-traditional operations is occupied by additional operations. They include foreign exchange operations, operations with securities, operations with gold, precious metals and bullion. Banks may not perform these operations.
All other services are included in non-traditional banking services. There are a lot of them, including: intermediary services, services aimed at the development of an enterprise (introduction on the stock exchange, placement of shares, legal assistance, information services, etc.), provision of guarantees and sureties, trust transactions (including advice and assistance in property management on behalf of the client), accounting assistance to enterprises, representation of client interests in the courts, services for the provision of safes, travel services, etc.
Banks are prohibited from engaging in production and trading activities as well as insurance.
In accordance with the considered classification and depending on the subjects of receiving services, services are provided to both legal entities and individuals. In practice, the range of services for both parties may be the same in these or those banks, only their volume may be different. In the consolidated list of services of Russian commercial banks, services provided to the population still occupy an insignificant share, they still have to increase the number of types of transactions for individuals (including payments, lending to industrial and consumer needs, accepting deposits, etc.).
Since banks accumulate (collect) free funds and redistribute them, send them on a return basis to needy business organizations, banking services can be carried out in the form of both passive and active operations. With the help of passive operations, banks form their resources (for example, through deposits, sale of certificates, loans from other banks, etc.). Carrying out active operations, banks allocate attracted and their own resources for the needs of various business organizations and the population.
Depending on the payment for the provision, banking services are divided into paid and free services. This, however, does not mean that a particular type of service is completely paid or free. It is up to the bank to determine for which type, for example, settlement operations, it is necessary to collect payments from customers, and for which - not to establish a payment. For a number of reasons, certain transactions in the composition of settlement, credit and deposit can be carried out free of charge.
In relation to payments for services and, consequently, to the bank's income, other, more detailed indicators can also be applied. Banking services that bring and do not bring banking income, expensive and cheap services are often singled out. So, most active operations allow the bank to receive income, while its passive operations involve the payment of interest on certain types of deposits. Some banking services are labor intensive and therefore more expensive. For example, processing a letter of credit at a bank costs more than a regular money transfer on a customer's payment order.
Depending on the connection with the movement of a material product, banking services are divided into two types:
- services related to its movement;
clean services.
As noted, the bank's products are various types of services. Unlike, for example, the product of an industrial enterprise, a banking product often does not look like something material, tangible. Loans and settlements are made in the order of entries on accounts, in non-cash form. Therefore, unlike the branches of material production, where the product acquires a specific commodity form, the banking product cannot be stored or produced in reserve.
The most important property of banking services is their productive nature. Already in such a simple form as the reception of deposits from the population and enterprises, there is a huge productive meaning. The bank simply collects money - it turns "idle", unused monetary resources into working assets. This applies equally to loans provided to enterprises and organizations for the development of their production and financial activities. One way or another, banking operations, serving the economic activities of their clients, contribute to the development and acceleration of production.
A characteristic feature of banking services is that their object is not just money transferred in huge amounts using banking communication channels from one account to another, from one region (enterprise, sector of the economy) to another. The movement in the accounts of enterprises is mainly the movement of capital in cash.
Take, for example, a traditional banking transaction such as lending. It is known that a loan provided to a borrowing company must be returned to the bank within a certain time frame, and not just returned, but returned together with the payment of interest for its use. This means that the recipient of the loan must use it in such a way as to repay it in full in time and at the same time receive a profit that would at least be sufficient to pay the loan interest. The borrower, due to the nature of the credit transaction, is obliged to use the funds received from the bank not for "consumption" (for consumer purposes), but as capital. When a loan interest arises on the basis of a loan, this means that the money lent by the bank should be used as capital, the borrower is obliged to receive additional income.
The property of banking services is that they cover both active and passive operations. By accepting deposits and "thereby carrying out passive operations, banks enable their clients not only to keep funds in a safe place, but also to receive a certain income in the form of interest on deposits. By placing shares of clients, providing them with a loan, performing foreign exchange and other active operations, banks provide essential services to farms, promote the promotion of commodity masses, purchase and sale of goods, and save social costs.
Operations performed by banks can be carried out by other enterprises and organizations. They are not only a monopoly of the bank. This applies not only to traditional banking operations, but especially to other services. It is known, for example, that accounting assistance, consultations, various intermediary services, rental of safes and other services can be provided by special enterprises and agencies. It can therefore also be noted that banks, being large credit institutions, can perform non-banking operations - operations that are traditionally performed by other economic entities.
This situation is due to the fact that serious competition arises in the banking services market in a market economy. The appearance on the market of new sellers of banking services (trade organizations, financial and industrial companies, various agencies, etc.) often reduces the possibility of expanding the most profitable operations, forcing banks to look for new sources of income. That is why not purely banking operations, but other non-traditional services for the bank began to develop especially rapidly in recent years.
- Properties of banking products and services
Gradually, however, Newest technologies new operations become the property of banks. In addition to traditional banking operations, they are beginning to provide a wider range of their services. In general, we can say that in the banking sector of the economy there has been a tendency towards universal activity, universalization of banking services.
Properties of banking products and services:
- cannot be produced in reserve;
are productive in nature;
the object of banking services is capital;
cover active and passive operations;
are not only a monopoly of the bank;
may refer to non-banking transactions.
2. CHARACTERISTICS OF NEW BANKING PRODUCTS AND SERVICES
- Concepts and main types of new banking operations
Passive operations are operations to form the bank's own resources and raise additional funds for banking operations.
Active operations are operations for the placement of bank resources in order to obtain profit and regulate bank liquidity.
Passive:
An indexed deposit is a deposit whose interest rate is tied to a specific market indicator, for example, the Central Bank's discount rate, LIBOR, inflation rate, MosPrime index, etc.
An indexed deposit has the main features of a classic deposit. First, the bank guarantees the depositor the return of the principal amount of the deposit. Secondly, the bank undertakes to pay under any circumstances minimum percentage- interest on demand deposit. Third, the indexed deposit is protected by the deposit insurance system. At the same time, as in a mutual fund, the profitability of an indexed deposit depends on the value of the asset to which it is tied.
The profitability of such a deposit is equal to the value of the indicator plus or minus additional interest (depending on the bank's strategy and the properties of the indicator).
E-invoicing is the electronic transmission of billing and payment information over the Internet or by other electronic devices between parties (business, public sector, consumer) who are involved in commercial transfers.
Unlike paper invoices, e-invoices offer tremendous benefits to companies — they are easier to process and reach the customer faster. It can also be noted that the information is stored centrally at the lowest cost.
Active:
Mortgage loan is a loan secured by real estate. Usually the loan is issued by a bank, but the lender for the obligation secured by the mortgage can be a company or any other person with legal capacity. The borrower of a mortgage loan secures its obligation to repay the loan by pledging real estate owned by him on the basis of ownership or business rights. With the consent of the landlord, the subject of the mortgage can also be the right to lease real estate.
The loan is issued for a long term (up to 50 years). The interest rate on a mortgage loan is lower than on other credit products of banks. The borrower of a mortgage loan must have a so-called "down payment" - a part of the value of the real estate purchased with the funds of the mortgage loan (although in some banks this condition is not required). The amount of the down payment usually affects the term and interest on the loan and ranges from 0% to 70% of the value of the mortgage property.
Mortgage brokerage is a service for the selection, registration and receipt of mortgage loans. Mortgage brokerage is handled by a specialist trained for this activity - a mortgage broker.
The mortgage agency that the person contacted will consider an application for a loan, conduct an initial assessment of opportunities, compare it with the requirements of banks, help collect many documents, then send an application for a loan to several places at once or help arrange a purchase through a real estate agency. That is, in the shortest possible time, the client receives a fairly wide range of services. Mortgage broker services are not cheap, but worth it.
Factoring is a range of services that a bank (or a factoring company), acting as a financial agent, provides to companies that work with their customers on a deferred payment basis. Factoring services include not only providing the supplier and receiving funds from the buyer, but also monitoring the status of the buyer's debt on deliveries, reminding debtors of the due date, conducting reconciliations with debtors, providing the supplier with information about the current status of receivables, as well as conducting analytics on history and current transactions.
The supplier comes to the bank and concludes an agreement for factoring services. The bank checks his counterparties and sets a limit on factoring operations for him. Further, the supplier company concludes an agreement for the supply of its products with a deferred payment and ships the goods. Having shipped the goods, he brings delivery documents to the bank (invoices, invoices, shipper's documents, etc.) and, without waiting for payment from his buyer, receives money from the bank for the delivered goods - usually up to 90% of the delivery amount. The remaining 10% is transferred to the supplier after three or four months later the money from the buyer comes to the bank.
Forfaiting is a kind of lending to exporters and sellers when selling goods, which is most often used in foreign trade operations. The bank (forfaitor) redeems from the exporter (seller) the monetary obligation of the importer (buyer) to pay for the purchased goods immediately after the delivery of the goods and itself makes an early, full or partial payment of the cost of the goods to the exporter.
Forfaiting instruments are bills of exchange. But other types of securities can also be the object of forfeiting, the main thing is that these securities contain only an abstract obligation.
Forfaiting is often used in the supply of machinery and equipment for large amounts with a long payment plan (from 1 year to 5-7 years).
In contrast to the usual accounting of bills of exchange by commercial banks, forfeiting involves the transfer of all types of risk on a debt obligation to the buyer of the bill - the forfaiter.
Leasing is a type of financial services related to the financing of the company's fixed assets. Depending on the term useful use the object of the lease, the term and the economic essence of the lease agreement are distinguished:
Financial leasing (finance lease). The term of the lease agreement is comparable to the useful life of the leased object. As a rule, at the end of the lease agreement, the residual value of the leased object is close to zero and the leased object can be transferred to the lessee. Operational (operational) leasing. The term of the lease agreement is significantly less than the useful life of the leased object. At the end of the contract, the leased object is either returned to the lessor and can be leased out again, or is redeemed by the lessee at the (material) residual value.
Leasing contracts may provide for the maintenance of the supplied equipment, personnel training, etc.
The subject of leasing can be any non-consumable things, including an enterprise and other property complexes, buildings, structures, equipment, vehicles and other movable and immovable property that can be used for entrepreneurial activity.
Credit over the phone
A phone loan is a convenient, quick and easy way to get an amount of up to 250,000 rubles. An application for a loan is filled out by calling the Customer Service Center, and you will need to come to the bank only once - to receive money.
"One call" - you will receive a decision on the loan in 1 hour after filling out the application by phone, and for registration you will need only 2 documents (passport of a citizen of the Russian Federation (copy and original), the second document (copy and original) to choose from: certificate of registration of transport funds - only for the owner of the car; foreign passport confirming the fact of travel abroad (except for the countries of the former CIS) within the last 6 months; certificate of income in the form of 2-NDFL or certificate in the form of a bank (the certificate form is available in the "Documents" section)
"24 hours" - the decision is made within 24 hours, the loan is issued in the amount of up to 250,000 rubles.
MIGOM money transfers
MIGOM (MIGOM) is a program for making money transfers for individuals without opening an account in the CIS and Baltic countries.
The advantages of the MIGOM money transfer program are:
the maximum speed of a money transfer is only 5-10 minutes;
low commission rates - from 2 to 3%;
the safety of your money, secured by the obligations of the largest banks;
payment of money transfer without commission;
simplicity in making a money transfer;
Automatic service "Telephone-Bank" is provided to legal entities and individual entrepreneurs.
This service allows the client to independently receive up-to-date information on the status of their accounts.
In order to connect to it, you need a telephone with tone dialing. The system is implemented in the form of a hierarchical voice menu, which the client gains access to by calling a dedicated phone number and entering the assigned personal code and password.
Acquiring - accepting payment cards when paying for goods and services - has recently become the most intensively developing area of the card business in Russia. An increasing number of customers prefer to pay with payment cards, choosing in advance stores, restaurants, salons, travel agencies, etc., that provide this form of payment.
VTB-24 Bank offers its clients such a service as a "salary project".
Within the framework of the salary project, the company's employees receive salary cards of the international payment systems Visa International or MasterCard. The cards are issued centrally, without interruption from production, on the territory of the enterprise.
Holders of these cards automatically receive a number of additional benefits, including the ability to use an overdraft facility, preferential service in the Telebank system and special offers for corporate clients.
Gold card "Mobile bonus 10%"
With the "Mobile Bonus 10%" gold card, the client receives a package of additional services and privileges, including:
free insurance program for those traveling abroad;
Concierge service - a telephone service, whose specialists will help you solve any of your problems;
simple and convenient replenishment of the phone balance from your card account using the free “Mobile Payment” service with the “Auto Pay” service: top up the phone balance from your card account;
a cash bonus in the amount of 10% of the amount of payments for Beeline mobile communications made from the card account using the Mobile Payment service;
interest-free period for using a loan: up to 50 days.
As a cardholder, you have the opportunity to issue up to 5 additional cards for yourself and your loved ones.
VTB24 card for travelers
VTB24 Card for Travelers is the only VTB24 credit card that allows you to choose the account currency: rubles, US dollars or euros. At the same time, the card has the lowest interest rate among the cards offered by the bank, as well as an interest-free period for using a loan of up to 50 days.
You can choose from credit cards of international payment systems Visa and MasterCard.
Sberbank offers American Express Travelers Checks in dollars, euros and Canadian dollars. In case of loss of traveller's checks, the support service of this company will help restore them within a few hours in almost any country in the world. Unlike cash, checks can be carried with you in any quantity. Those. when traveling abroad, you can take out a check for any amount. Like cash, checks come in a variety of denominations.
There are several types of checks: gift checks, checks for two persons (unfortunately, while this type of checks is not sold in Russia) - when a married couple can use the same check on a trip. Recently, American Express, specifically for the Russian market, issued checks for keeping at home, because the main advantage of traveller's checks is that if they are lost, they can be quickly fully restored.
Settlement (billing) centers for accounting and control of payment of payments are an organization that consolidates information received from organizations - service providers on invoices issued to subscribers to pay for services provided.
The technology of accepting payments through a billing center has significant features. So, payment documents are not used when accepting payments: the payer simply informs the employee who accepts the payment, his address, phone number or personal account in the organization's database, according to which the payment will be made. In confirmation of payment acceptance, the payer is issued a receipt or a check indicating his surname and initials, address, other details in accordance with which the payment was made, the purpose of the payment and the amount of the payment. On the next business day after receiving payments, organizations receive from the billing center electronic registers of payments accepted for the day.
Traveler protection insurance program
The program provides insurance coverage in the following cases:
- delayed flight and baggage;
etc.................
There are specific differences between banking marketing and marketing in other industries, in which goods (services) are also developed, prices are set, and similar market instruments are used. The specificity of banking marketing is associated with the characteristics of the banking product.
Banking service. In economics, a service is understood as an activity or benefit that one party can offer to the other. Services are intangible and do not lead to the acquisition of anything. The main characteristics of banking services are:
Abstractness (intangibility and complexity for perception);
Inseparability of the service from the source;
Variability of quality (variability) of services;
Insecurity of banking services;
Contractual nature of banking services;
Communication of banking services with money;
Length of service in time;
The secondary nature of the needs satisfied by banking services.
BANKING MARKETING
The abstractness of banking services is understood as its intangibility and complexity for perception. These qualities are inherent in banking services, so they are doubly abstract.
Banking services are intangible: they cannot be seen, touched or otherwise perceived by human senses. they have no material substance. In this regard, consumers show increased attention to visible elements of service - banking equipment, the appearance of service personnel, banking symbols and everything that gives indirect information about the nature and quality of services provided by the bank.
A feature of banking services is their complexity for perception. Unlike other types of services, banking services require a certain cultural and educational level from consumers. In order to facilitate the perception of services for clients, the bank may establish a psychological association of banking services with a tangible and easier to understand object (“We have your money in good hands"," Deposit in the bank is your umbrella on a rainy day "," our bank is reliable, like a rock ", etc.) or focus on the communication between the bank and the client, form the bank's image as" good neighbor"," Advisor ", etc. Positive result to promote banking services provides an emphasis on their benefits to consumers.
Inseparability of the service from the source. A service does not exist separately from the one who provides it, in contrast to a product that exists in material form regardless of the presence or absence of its source (people or cars). Banking services are provided by appropriately qualified bank employees. Recently, as the level of technical equipment of the modern banking system grows, cars are increasingly becoming a source of banking services, and it has become possible to give orders to the bank through electronic channels (ATMs, modem communication). Despite this personal con
tact still remains necessary condition to obtain complex, individualized, highly qualified banking services. Automation often encompasses standardized and routine services.
An important feature of individual services is the inseparability of production from consumption, suggesting that a necessary condition for the provision of services is the personal presence of the client or his representative. The development of communications and electronic settlements contributes to an increase in the share of banking services provided in the absence of customers.
Service quality inconsistency. Many banking institutions offer customers a similar or the same range of services, but the absolute identity of banking products (such as in the case of serial production in industry) is not achieved. This refers to non-automated services, which involve intensive interaction between customers and bank employees with different levels of technical and communication skills, differently related to work. A bank employee can demonstrate a different level of service depending on the situation, mood, state of health, etc.
With the introduction of automation tools, the value of this characteristic decreases, since an ATM provides services to all customers in the same way, regardless of the time of day, queue length, behavior or appearance consumer. The inconsistency in the quality of automated services can arise mainly due to differences in the technologies used by banks.
Unsecured banking services. Banking services cannot be stored, they cannot be “prepared for future use” (which, however, cannot be said about monetary and other tangible assets, in transactions with which banking services are often concluded). This characteristic is especially important when the demand for banking services is volatile. The volume of demand is constantly changing and may be different on different days of the week, time of day. Therefore, banks often take measures to smooth out
BANKING MARKETING
demand, encouraging customers to use less busy times of the day to visit the bank or use automation tools.
Contractual nature of banking services. The provision of banking services presupposes the conclusion of civil contracts between the manufacturer and the consumer. This creates additional complications for clients.
The contractual nature of the service necessitates a detailed explanation of the content of banking services and the conditions for their provision to the client. In this case, the marketing activity of the bank acquires an "educational", educational character.
Connection of banking services with money. Banking services are associated with the use of money in different forms and qualities. Because people pay special attention to everything related to money, this makes the bank's activities dependent on customer confidence and requires efforts to strengthen it.
The length of the banking service in time.
The purchase and sale of most banking services has a length of time, since is not limited to a single act. The bank's client enters into a more or less long-term "connection" with the bank, which gives particular importance to the trusting nature of the relationship between the bank and the client. For example, when opening an account, a client transfers his money to the bank and enters into a transaction, the flow of which is initially uncontrollable for him.
The secondary nature of the satisfied needs. The financial needs satisfied by banking services are secondary, that is, they are derived from the primary - production and personal needs.
The needs that banking can help meet are diverse. These can be production and personal needs. Production needs are associated with the expansion of production through a bank loan, ensuring its continuity
Topic 2. The essence of banking marketing. Features of the banking product
through the timeliness of settlements with suppliers and buyers. The satisfaction of personal needs is carried out at the expense of income from deposits or trust, ensuring the safety of valuables by keeping them in a deposit or in a bank safe, public recognition and acquiring social status by servicing in a "prestigious" bank, using a "gold" or "platinum" credit card and etc.
Obviously, these needs cannot be met directly by banking services. Banking services satisfy not the primary production and personal needs, but the financial needs derived from them.
Therefore, banking services lose in attractiveness to material goods and services that directly satisfy the needs of consumers, which complicates the task of banks to promote their products on the market and requires additional marketing efforts.
The specificity of banking products follows, on the one hand, from their belonging to the service sector and, on the other hand, from the peculiarities of banking activities, which determines the characteristics of banking marketing.
Features of marketing in a bank. The abstract nature of banking services, their non-preservation and the secondary nature of satisfied needs determine the orientation of marketing towards creating visual images of banking services. The inseparability of services from the source also requires efforts to form the external attractiveness of the bank.
The abstract nature and contractual nature of services lead to the fact that, in comparison with other goods and services, the definition and comparison of the quality of various banking services requires an economic culture from the consumer. This, in turn, makes it necessary to explain to the client the content of the services, educational orientation of marketing.
The close connection with money and the length of the act of sale and purchase in time make the bank's activities dependent on the trust of customers.
BANKING MARKETING
marketing activities on the formation of a climate of trust around the bank.
The inconsistency of the quality of services increases the need to create sustainable staff motivation for high-quality customer service, and also increases the importance of banking automation.1
Banking services are considered at three levels (Fig. 4).
The first level is formed by basic banking services, what the client actually buys. This is the basic assortment of the bank: lending, capital investment services, settlement and cash services, currency transactions and other services.
The second level represents banking services in real execution, i.e. the current assortment of the bank. The current assortment is constantly changing and developing, not cost
1 Banking / p od ed. G.G. Korobova. - M .: Economist, 2008. -S. 601-608.
bank assortment
Rice. 4. Three levels of banking services
Topic 2. The essence of banking marketing. Features of the banking product
1 Banking / ed. G.N. Beloglazova, L.P. Krolivetskaya. - Peter. 2008 .-- S. 391-392.
developing the basic direction of the bank. Changes to the current assortment are aimed at turning a casual client into a permanent one, to induce the client to purchase as many services as possible. This is the preparation of documents, payment services, control, accounting services, maintaining a register of shareholders and other transactions with securities, advice on taxation, investment advice, etc.
The third level is extended banking services. Services of this level are aimed at forming friendly relations with the client, providing him with all-round assistance. This is the maintenance and development of foreign economic relations, the improvement of the financial management of clients.
Allocation of the third level is rather arbitrary, so some scientists also talk about two levels of banking services, or about the core and the periphery of services.
Topic 1. Basic concepts of banking marketing and its specificity in banking.
1. Prerequisites and necessity of banking marketing
2. Specific features of marketing in the banking sector. The concept of banking product, services and operations
3. Basic elements and tools of bank marketing
Prerequisites and Necessity for Marketing Banking
Marketing as a science originated in 1902 (marketing theory) and the subject began to be taught at US universities. The need for marketing arises when there is a buyer's market, competition. Marketing is a complex, holistic system. It appeared in the industry in the 50-60s of the 19th century. And in the 70-80s of the 19th century. came to the financial and banking sector as an integrated, holistic system.
1) At first, industry and trade developed, and on their basis there was a need for banking services
2) Banks exist in financial markets, and financial markets are subject to regulation by the Central Bank
The main prerequisite for the use of marketing in banking is the emergence of a buyer's market (competition). But competition arises not only between banks, but also between other non-bank financial and credit institutions.
In Russia, the banking sector is now more developed than industry. Banks can help businesses. Today our banks can offer a wide range of services, but clients are not ready to accept these services.
The difficulty is that it is difficult to survive in a competitive environment without a targeted marketing approach. But our banks cannot calculate untapped opportunities because they do not use an integrated marketing approach.
Marketing development stages:
1. The classical concept of marketing is to improve the development of production.
At the beginning of the transition from the seller's market to the buyer's market, it is necessary to develop production in order to saturate the market with the necessary products.
2. The concept of improving goods.
The market is saturated with essential goods, and buyers choose better quality ones.
3. The concept of intensifying commercial efforts.
Higher level of market development and competition. It is necessary to apply some elements to market the product.
4. The concept of modern marketing.
Consists of identifying the needs and requirements of target markets and meeting them more effective ways than competitors.
5. The concept of social and ethical marketing (used in developed countries). It includes all 4 concepts and takes into account the interests of society as a whole.
Basic concepts and essence of banking marketing
Bank Marketing (BM)- an integrated system for organizing, creating and marketing banking products, focused on meeting the needs of specific consumers and making a profit based on the study and forecasting of the market.
BM- search for the most profitable (existing and future) markets for banking products, taking into account the real needs of the clientele. It is an integrated customer and profit oriented business philosophy.
BM subject are the processes that take place inside the bank and outside it at the microeconomic level in relation to the financial market.
BM subjects are KB (specialized), marketing departments and firms, marketing professionals and clients (legal entities and individuals).
BM objects are the product line, competitors, consumers of banking products and services, types of communications and delivery systems, dynamics of consumer demand and the level of market risk.
BM strategy - selection of a promising production and sales policy in accordance with the expected situation in a specific market.
BM tactics- operational activities aimed at implementing marketing programs.
Strategic decisions are made for the long term, tactical decisions - the implementation of strategic decisions (short-term).
In banking practice, the following types of risks are distinguished:
1) force majeure
2) strategic
3) market
4) international
5) risks of active operations
6) risks of passive operations
Marketers identify and neutralize all types of risks.
The BM environment is a set of entities operating outside the bank and the relationships that develop between them and the bank and affecting the activities of management in terms of establishing and maintaining relationships with customers.
The BM environment consists of 2 parts:
1) Microenvironment- it consists of relationships within the bank itself (and these are internal relationships of the microenvironment) and relationships between the bank and suppliers, intermediaries, competitors, customers and contact audiences - these are external relationships of the microenvironment.
Suppliers supply the bank with equipment, stationery, computers, furniture.
Mediators are divided into 2 groups:
1) marketing firms - provide services to the bank for the development marketing strategy
2) credit and financial intermediaries who provide mediation in the following relationships - insurance of banking services; provide and receive credit resources (banks), in relation to the central bank. (investment banks - we don't have them, investment funds, companies).
Competitors are divided into 3 groups:
1) existing direct competitors of the bank
2) new banks
3) potential competitors
Clients are divided into 2 groups:
1) retail - physical. faces
2) wholesale - corporate clients
Contact audiences are divided into 5 groups:
4) The public
5) Own employees
2) Macroenvironment - a broader concept that includes general factors (demographic, economic, natural, scientific and technical, cultural and political.
The difference between the microenvironment and the macroenvironment is that if the bank can influence the subjects and factors of the microenvironment, then the bank cannot influence the factors of the macroenvironment, but can only take them into account.
Basic principles of BM:
1. Focus on consumer demand (marketing philosophy)
2. Formation of consumer demand, i.e. active influence on demand
Marketing functions:
1. Analysis of the environment and collection of market information
2. Research and planning of the product line
3. Determination and regulation of the price of a banking product
4. Customer demand management
5. Planning and organization of sales of services
6. Ensuring social responsibility
Methods for conducting marketing activities according to the way of communicating with customers are divided into 2 types:
1) Active marketing includes:
Direct marketing, which consists in organizing active advertising through postal and telegraph communications, television
Conducting one-time events, such as presentations and conferences, where consumer assessments of the quality and completeness of the product range are studied
Studying the needs of clients in the process of personal communication
· Organization of discussions by the bank to discuss urgent problems
2) Passive marketing uses techniques such as:
· Publications in the press about economic performance and banking products and services
Development of the emblem and motto of the bank
In banking practice, the following features are distinguished, which are the essential features of marketing:
1) Customer focus or marketing philosophy
2) Application of multiple market policy instruments or marketing mix
3) Purposeful coordination of all types of bank activities in the field of sales or marketing management
The first sign appeared with the transition from the seller's market to the buyer's market.
The second sign appeared earlier, even in the administrative economy
The third sign of marketing management begins to emerge when marketing moves to scientific basis(modern marketing).
Stages of marketing activities:
Tasks of the bank à [(Goals of the bank à Opportunities of the bank (resources) à Analysis of market opportunities) à Marketing Opportunities] à Selection of target markets à Strategic planningà Developing marketing plans à Planning the marketing mix à Risk strategy à Organizational structure à Marketing control system
Explanation of the diagram:
1) The bank fixes its main task (software installation) in the official policy statement. The tasks arising from it (PU) are accepted to be called the tasks of the bank. These tasks of the bank, upon further concretization, turn into marketing tasks for the implementation of the tasks of the bank. And based on the objectives of marketing will be formulated specific strategies marketing.
2) The goals of the bank are tasks specified in terms of time and size. (Decrease in operating expenses during the year by 10%).
3) Resources - labor, material, technical and financial, information
4) Analysis of market opportunities is one of the main functions of marketing
5) Marketing opportunities - the goals of the bank are compared with market opportunities and resource base (bank capabilities).
6) Selection of the target market - the selection of the most preferred market segments (selection of target markets).
7) Strategic planning - marketing strategy for each target market. Marketing plan (work assignment).
8) Planning a marketing complex - a "4P" or "marketing mix" complex (price, sales, production and promotion).
9) Risk strategy
10) Organizational structure
11) Marketing control over the implementation of marketing plans and making adjustments.
Specific features of marketing in the banking sector. The concept of banking product, services and operations
The specific features of marketing in the banking sector are associated with specific features banking product. The main object of marketing in a bank is a banking product.
Economists disagree on the definitions of banking product, services and transactions. The concept of a banking product is a market category and has come to us recently.
Banking product - a complex of interrelated banking services and operations aimed at meeting the needs of customers in certain types of banking activities
Banking service - providing customers with technical, technological, financial, intellectual and professional activities of the bank, accompanying and optimizing the conduct of banking operations.
Bank operations - a set of interrelated actions of the bank and clients, carried out on behalf of the bank, providing for the transfer of funds and aimed at solving a specific economic problem.
For example:
Banking product - documentary credit.
It includes the following services:
Analysis of the client's foreign trade contract
Provision of information and consulting services
Negotiating with the advising, confirming bank
Document monitoring
Operations - a credit operation in the form of establishing a credit line, within the framework of which a letter of credit is opened.
Modification of a banking product - changing the parameters of a banking product, a new banking product.
Features of the banking product:
1) banking products are basically abstract, i.e. have no material basis
2) banking products are associated with the use of money in various forms and qualities (money of enterprises, banks, accounting records) - monetary form.
3) Abstract banking products acquire visible features through contractual relations (the contract specifically stipulates the term, amount, repayment terms).
4) The purchase and sale of banking products has a length of time.
The abstract nature and contractual nature of banking products makes it necessary to clarify the content to the client.
Compared to other non-banking products, the definition and comparison of the quality of various banking products requires a high economic culture from the consumer.
Close connection with money and the length of the act of sale and purchase in time makes the bank's activities dependent on the client's confidence.
Typical features of banking services:
- Use of borrowed funds.
- Individualized character.
- Closed to third parties.
- Maintenance of the existence of a public institution.
- Customer dependence.
- The need to optimize customer service of different parameters.
- Dependence of the stable operation of the bank on the trust of customers.
- The bank's profit is the result of constant, stable work.
- Relatively long time span.
- Information capacity.
The issue of marketing application does not depend on the size of the bank, but on its intentions, plans, positions. Complex, complete, all-round application of marketing is quite expensive for any business entity. In practice, the use of certain economically beneficial elements of marketing activities is more common. Thus, high cost cannot be elevated to the rank of features of bank marketing.
A generalized approach to marketing in a bank is presented in table. 1.
Table 1.
| Features of banking marketing | Features of banking services |
| A differentiated approach to banking services | |
| Universalization of activities | The need to optimize service to different customers |
| Borrowed funds. Communication with client and banking risks. Customer dependence. The need to serve different clients. Dependence of stable work on customer trust |
|
| Analysis of decisions, actions, intentions of power structures in relation to the banking system. Analysis of the country's economy, regions, sectors, markets | Strict government regulation. Customer dependence |
| Sustainable cooperation with clients: establishing, maintaining partnerships, trusting relationships | Dependence on customers, their trust |
The bank's dependence on its customers leads to the need to optimize the client base, to the need to analyze decisions, actions, intentions of the authorities in relation to the banking system, to the need for sustainable cooperation with customers (establishing, maintaining partnerships, trusting relationships). The more accurate data on the needs of clients the bank will have, the more fully and accurately the bank will be able to coordinate its and client's interests and thereby maximize its profit.
The need to optimize customer service leads, as has been shown, to the need to differentiate banking services, universalize the bank's activities, and optimize the bank's client base. This feature must be taken into account at all stages of marketing activities and, in particular, at the stage of developing banking products. The bank has to coordinate the movement of money and its equivalents of different amounts and different urgency. The possibility of creating many banking products depends on this. For example, the ability of a bank to purchase one or another bill offered by customers depends on the availability of free funds in sufficient quantity, on the possibility of attracting them for the purchase of a bill of exchange, on the availability of customers who would be interested in buying this bill, etc.
The stable operation of a bank depends on the trust of its customers. As it was shown, this feature implies the need to organize the maintenance of the bank's client base, sustainable cooperation with clients based on a systematic and detailed analysis of the entire population of clients and each of them.
Such an analysis will allow for appropriate adjustments to the customer base.
A characteristic feature of banking services is that they are relatively long in time. In practice, this is mainly reflected in the ability of bank managers to consistently cooperate with clients, to establish and maintain partnerships and trusting relationships.
The last characteristic feature banking services is their information capacity. Marketing activities in the bank should include activities for the collection, analysis, systematization of relevant marketing information. These procedures must be clearly debugged, include high-tech and scientific technologies for operating with marketing information in a commercial bank.
Table 2 specifies the features of banking marketing, corresponding to each of the features of banking services.
Table 2. Dependence of the peculiarities of banking marketing on the characteristics of banking services
| Peculiarities | The specifics of banking marketing |
| Exceptional: |
Taking into account the social and psychological attitude of people to money, using this feature when promoting banking products, when creating an image of a commercial bank |
| Characteristics: |
The need to optimize the bank's client base |
| Systematic and detailed analysis of the bank's client base | |
| Difficulty getting and storing bank marketing information | |
| Analysis of decisions, actions, intentions of power structures in relation to the banking system, the country's economy, regions, sectors and markets | |
| Use at the stage of promoting banking products, when creating a positive image of a commercial bank | |
| Using this feature at the stage of promoting banking products and at the stage of forming a marketing strategy | |
| The need for sustainable cooperation with clients: establishing, maintaining partnerships, trusting relationships | |
| The use of high technologies in the work with banking marketing information |
The revealed specificity of banking marketing is not fully taken into account by the Russian commercial banks functioning today. Taking into account the division of the peculiarities of banking services into exceptional and characteristic in banking marketing will allow commercial banks to form conditions for sustainable development.