Bank marketing at the present Ukrainian banking services market
The high degree of Ukrainian economy’s politicization led to an aggravation of problems in the banking sector, which virtually ceased to perform its function of lending business these days. For an effective functioning of the banking system in the face of growing competition and commercialization of...
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irk-123456789-1149092017-03-20T03:02:24Z Bank marketing at the present Ukrainian banking services market Shlafman, N. Hudkov, V. Marketing The high degree of Ukrainian economy’s politicization led to an aggravation of problems in the banking sector, which virtually ceased to perform its function of lending business these days. For an effective functioning of the banking system in the face of growing competition and commercialization of banking activities, the system’s management must include: objective determination of the current and desired state, which is coordinated by the management of financial resources, development of new flexible strategies, innovative management solutions choice, new segments, banking services and service methods development. Western specialists and experts point to the urgent need of improving of strategic and organizational roles of Bank marketing, that is based on effective usage of new information technologies. The basis of the modern Bank marketing is a strategy of maximal customer satisfaction, which, in turn, leads to a significant increase in bank’s profitability.The article considers several still not enough revealed aspects of this scientific problems, especially: analysis of current state of Ukrainian banks’ marketing activities; analysis of marketing service organization in Ukrainian banks; determining of marketing studies, which are preferable for Ukrainian banks; detection of marketing activity problems in Ukrainian banks and determination of transformational market factors.Also, the main trends and development of Bank marketing features are considered, basic types and relationship marketing tools are described. Високий ступінь політизації економіки України призвів до загострення проблем в банківському секторі, який сьогодні практично припинив виконувати свою функцію кредитування бізнесу. Для ефективного функціонування банківської системи в умовах зростаючої конкуренції і комерціалізації банківської діяльності, її управління передбачає: об’єктивне визначення поточного і бажаного стану, скоординоване управління фінансовими ресурсами, розробку гнучких стратегій, вибір інноваційних управлінських рішень, розвиток нових сегментів, банківських послуг і методів обслуговування. Західні фахівці і експерти вказують на нагальну потребу підвищення стратегічної й організаційної ролі банківського маркетингу, що базується на ефективному використанні нових інформаційних технологій. Основою сучасного банківського маркетингу є стратегія максимального задоволення потреб клієнтів, що, у свою чергу, призводить до істотного підвищення рентабельності діяльності банків.У статті розглядаються досі недостатньо розкриті окремі аспекти даної наукової проблематики, зокрема: аналіз сучасного стану маркетингової діяльності банків України; аналіз організації маркетингової служби у банках України; визначення маркетингових досліджень, пріоритетних для українських банків; виявлення проблем маркетингової діяльності українських банків та трансформаційних ринкових факторів.Також розглянуто основні тенденції та особливості розвитку банківського маркетингу у сучасних умовах, визначено основні види та інструменти маркетингу відносин. Высокая степень политизации экономики Украины привела к обострению проблем в банковском секторе, который сегодня практически прекратил выполнять свою функцию кредитования бизнеса. Для эффективного функционирования банковской системы в условиях растущей конкуренции и коммерциализации банковской деятельности, ее управление предусматривает: объективное определение текущего и желаемого состояния, скоординированное управление финансовыми ресурсами, разработку гибких стратегий, выбор инновационных управленческих решений, развитие новых сегментов, банковских услуг и методов обслуживания. Западные специалисты и эксперты указывают на настоятельную необходимость повышения стратегической и организационной роли банковского маркетинга, основанной на эффективном использовании новых информационных технологий. Основой современного банковского маркетинга является стратегия максимального удовлетворения потребностей клиентов, что, в свою очередь, приводит к существенному повышению рентабельности деятельности банков.В статье рассматриваются до сих пор недостаточно раскрытые отдельные аспекты данной научной проблематики, в частности: анализ современного состояния маркетинговой деятельности банков Украины; анализ организации маркетинговой службы в банках Украины; определение маркетинговых исследований, приоритетных для украинских банков; выявление проблем маркетинговой деятельности украинских банков и трансформационных рыночных факторов.Также рассмотрены основные тенденции и особенности развития банковского маркетинга в современных условиях, определены основные виды и инструменты маркетинга отношений. 2016 Article Bank marketing at the present Ukrainian banking services market / N. Shlafman, V. Hudkov // Економічний вісник Донбасу. — 2016. — № 4 (46). — С. 99–103. — Бібліогр.: 13 назв. — англ. 1817-3772 http://dspace.nbuv.gov.ua/handle/123456789/114909 336.71(477) en Економічний вісник Донбасу Інститут економіки промисловості НАН України |
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Marketing Marketing |
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Marketing Marketing Shlafman, N. Hudkov, V. Bank marketing at the present Ukrainian banking services market Економічний вісник Донбасу |
| description |
The high degree of Ukrainian economy’s politicization led to an aggravation of problems in the banking sector, which virtually ceased to perform its function of lending business these days. For an effective functioning of the banking system in the face of growing competition and commercialization of banking activities, the system’s management must include: objective determination of the current and desired state, which is coordinated by the management of financial resources, development of new flexible strategies, innovative management solutions choice, new segments, banking services and service methods development. Western specialists and experts point to the urgent need of improving of strategic and organizational roles of Bank marketing, that is based on effective usage of new information technologies. The basis of the modern Bank marketing is a strategy of maximal customer satisfaction, which, in turn, leads to a significant increase in bank’s profitability.The article considers several still not enough revealed aspects of this scientific problems, especially: analysis of current state of Ukrainian banks’ marketing activities; analysis of marketing service organization in Ukrainian banks; determining of marketing studies, which are preferable for Ukrainian banks; detection of marketing activity problems in Ukrainian banks and determination of transformational market factors.Also, the main trends and development of Bank marketing features are considered, basic types and relationship marketing tools are described. |
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Article |
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Shlafman, N. Hudkov, V. |
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Shlafman, N. Hudkov, V. |
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Shlafman, N. |
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Bank marketing at the present Ukrainian banking services market |
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Bank marketing at the present Ukrainian banking services market |
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Bank marketing at the present Ukrainian banking services market |
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Bank marketing at the present Ukrainian banking services market |
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Bank marketing at the present Ukrainian banking services market |
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bank marketing at the present ukrainian banking services market |
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Інститут економіки промисловості НАН України |
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2016 |
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Marketing |
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http://dspace.nbuv.gov.ua/handle/123456789/114909 |
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Bank marketing at the present Ukrainian banking services market / N. Shlafman, V. Hudkov // Економічний вісник Донбасу. — 2016. — № 4 (46). — С. 99–103. — Бібліогр.: 13 назв. — англ. |
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N. Shlafman, V. Hudkov
99
Економічний вісник Донбасу № 4(46), 2016
UDC 336.71(477)
N. Shlafman,
DrHab (Economics),
V. Hudkov,
Odessa I.I. Mechnikov National University
BANK MARKETING AT THE PRESENT UKRAINIAN BANKING SERVICES MARKET
Relevance of the problem. Introduction of Bank
marketing is an essential part of the life cycle of bank
services, because, along with already stable large banks
and fast elimination of small ones, effective strategic
and operational planning is the Foundation of a stable
existence and development of banking.
Analysis of recent research and publications.
Various aspects of Bank marketing are considered in the
researches of such foreign experts as I. Ansoff, E. P.
Golubkov, J. Evans, A. Enders, E. V. Egorov, F. Zhu-
kov, R. Maborn, G. L. McNaughton, D. Makarov, V. T.
Sevruk, A. Floh, Frost Steven J.
In Ukraine, the question of development of market-
ing activities in commercial banks is studied by the fol-
lowing scholars: I. Alekseev, V. Alyoshin, L. Bala-
banova, Bushueva, V. Gerasimchuk, B. Zavadskaya, I.I.
Kacheva, A. Kirichenko, V. Lysytskyi, O.I. Lutiy, A.
Moroz, A. Nikitin, A. Poltorak, L.F. Romanenko, O.
Tkachuk, A. Stein and others.
The Aim of this article is to consider the relevance
of the use of Bank marketing in today's market of bank-
ing services and its functioning features; detection of
marketing strategy development methods, which will al-
low the Bank to achieve wanted goals at the Ukrainian
market.
Main material exposition. For the development of
any market it is typical to experience increasing compe-
tition, and Ukrainian market of bank services is no ex-
ception. Unlike most of the Central and Eastern Euro-
pean markets, where local banks are competing with
Western ones, Ukrainian banks must reconquer their
market place in dealing with European ones, which also
want to get profits in Ukraine. In such conditions, it is
very important for local banks to choose the right mar-
keting strategy: strengthening positions in dealing with
competitors, strengthening the prospect of becoming a
leader or preparing an entry into the market. To obtain
the expected profit, banks are forced to spend big, and
sometimes even huge amounts of money for marketing
researches and activity strategy development, however,
spending does not always lead to choosing of truly ef-
fective strategies.
Thereby, marketing – is the concept that is based
on system approach and which is oriented on the con-
sumer and is about management of production and mar-
keting of goods and services, providing responding to
market needs, acceleration of goods distribution, in-
creasing of profitability of production and trading [1].
It is known that the factors that led to the emer-
gence and development of Bank marketing are the fol-
lowing ones [1, p. 11; 3, p. 26]:
– liberalization and universalization of banking ac-
tivities;
– internationalization of the banking industry, the
result of which is globalization;
– development of the interbank market;
– the emergence of Bank-type-financial and credit
institutions, which had opportunities for the further de-
velopment in specific sectors of the economy;
– development of competition between banks and
non-bank credit institutions;
– changes in the banking technology, especially in
private customers servicing;
– increasing of significance of bank service quality.
Modern commercial bank can be considered as a
company that manufactures special services on the fi-
nancial and monetary and credit markets [5], that deeply
penetrates in all spheres of the economy, actively serves
and affects all economic and social processes in the
country.
A. Nikitin and L. F. Romanenko emphasize that the
specifics of banking and banking product (an abstrac-
tion, a monetary form of expression, contractual nature
of the relationship with buyers, the length of time of
banking product or service use) put a mark on marketing
in banking that «…appears as a special branch of mar-
keting services which creates, forms and develops its
product» [7, 10].
From a marketing perspective, services offered by
the Bank can be divided into two groups [10]:
− those that bring the Bank profits (issuing loans,
trust operations, consultation and mediation services,
etc.);
− related to the involvement of temporarily free
funds of people, enterprises and organizations (deposit
services, accounts management, etc.).
Homogeneous bank services, that provided for cus-
tomers and that united by certain signs and which
formed based on banking technologies and operations,
constitute the banking product [5]. It is often that use of
one banking service makes it necessary to consume ad-
ditional service offerings. When acquiring the product
form, the banking product, does not isolate itself in the
market environment, and thus, banks are interested in
opportunities to provide a full range of services to meet
the demand of customers, and sometimes outperform
N. Shlafman, V. Hudkov
100
Економічний вісник Донбасу № 4(46), 2016
and even create this demand, which requires additional
activity on the market.
Quality of banking products (services) – is a set of
properties of the conditions for their purchase and sale
(interest rate, granting orders, refunding, repayment,
withdraw), that distinguish them for the customers while
there is the same destination of such products and
amount of money [12].
Factors that determine quality of banking product
[2]:
− consumer loyalty;
− market share;
− higher dividends to investors;
− loyal employees;
− lower costs;
− less vulnerability to price competition;
− acceptance of service terms.
Attracting customers, expansion of the sales of its
services, conquering of the market and profits increase –
all these are important tasks of any bank. Because of
this, marketing activities of the Bank are very important
while the content and objectives of them are substan-
tially changing these days. The reason for this is in-
creased competition in the financial markets and the
ever-changing relationships between banks and their
customers [2].
An important aim of commercial bank marketing,
per I.O. Lutiy and A. Solodka [4], is formation and sup-
port of the desired image among target clients, business
partners, authorities and the Government, and of the
public. Attracting customers should be the aim of Bank
and all its services policy which is possible by winning
clients’ trust, through participation in professional or-
ganizations and institutions, social responsibility, infor-
mation transparency and profits increase.
At the same time the low level of bank’s reputation
capital or its negative business reputation give rise to
reputational risk, that is very dangerous for banks’ ac-
tivities, since it can lead to other types of risks occur-
rence, it is the liquidity risk, which is one of the most
dangerous for banks [10].
In the conditions of competition, the best results
will belong to those, who would precisely consider all
the factors of interaction between Bank and client, and
in the first place – a variety of customer’s needs, which
requires constant information update of changes in his
preferences and needs, which creates the «synthetic ap-
proach». The essence of this approach is that the sphere
of bank’s operating activities must fulfill not only the
user functions, but also it must be a source of infor-
mation: any contacts and agreements with the customer
must be logged to a database, which already contains a
particular history of the client that the compounded in
the process of marketing research. Moreover, the new
data should flow to the information system not automat-
ically (immediately), but by the defined sets (lots), after
processing and the proper control. In addition to the or-
ganizational changes, banks must also implement a
scorecard, that reflects the degree of customer satisfac-
tion [11].
When implementing the purpose of forming and
maintaining the desired image, the Marketing compo-
nent will be the creation and maintaining of effective
communication that allows to constantly be in the inter-
action with users of banking services. The use of the
BTL-technologies is a modern direction in the Bank ad-
vertising. Advertising, besides its traditional meaning, –
it is the ATL- technology (above the line) – traditional
ways of selling (direct advertising), includes so-called
BTL- technology (below the line), which belongs to the
non-traditional methods of sales (indirect advertising).
BTL- technology includes direct marketing measures,
sales promotion, event marketing and others [9].
The Reasons of growing popularity of BTL-tech-
nologies are:
− the drop of efficiency of the traditional ways of
promotion services;
− changes of the sales structure (self-service de-
velopment). In the areas of sales, it is taken from 60 to
80% of the all consumers’ decisions about purchases.
When using a VTL technology, the sales grow from 2-4
to 10 times;
− compared with traditional advertising, BTL-
communications are taken much more positively [7].
BTL – is a relatively new, additional, unique in-
strument of advertising strategy of the Bank realization,
with the aim of raising consumer’s awareness about the
banking products and involving the customers into a
communication. It is necessary to strive to that the tra-
ditional advertising (direct advertising) or BTL and PR-
promotion would mutually complement one another
[12].
From the study of existing State of the economy,
there always will be major changes in the credit sector
in Ukraine, there will be changes in its priorities, aims
and tasks. Many of the commercial banks will not be
able to fully guarantee clients’ demand satisfaction,
mainly, because of the limited joint-stock and limited
equity capital.
In the current economic and political situation of
Ukraine it will be noticeable decline of public funding,
and therefore, the funding will be implemented through
commercial structures that will lead to wide coverage of
commercial banks of significant enterprises number
which possess strong financial base. Now, the creation
of new banks is becoming more protracted and difficult
process. Consequently, there is occurring an extension
of accessing services of existing major banks. System-
atic implementation of comprehensive market re-
searches make major banks to have their activities done
on a quite broad range of market segments [4].
An example of wide use of marketing in a banking
sphere at contemporary stage and of working out of
proper strategy are banks such as «Ukrsibbank» and
N. Shlafman, V. Hudkov
101
Економічний вісник Донбасу № 4(46), 2016
«Raiffeisen Bank Aval». Their strategy is based on that
banks focus their attention on accepting of small depos-
its and small depositors, which is usually denied by
many of Ukrainian commercial banks [3].
Medium and small banks, unlike large ones, do not
have a broad clientele, that is a source of increasing of
credit resources, because they (banks) are specialized on
a particular market segment.
Nowadays, on Ukrainian banking services market
the process of absorption of small banks by bigger and
more powerful ones is becoming real Nowadays, on
Ukrainian banking services market the process of de-
vouring of small banks by bigger and more powerful
ones is becoming real. As example, there was the very
first acquisition of insolvent bank from The Guarantee
Fund of Supporting Deposits of Individuals that took
place in July 2015: The Agro Holdings (Ukraine) Lim-
ited, subsidiary company of Investment Fund running
by NCH Capital (USA), had acquired 100% of shares of
insolvent JSC «Astra Bank». And of the older exam-
ples - absorption of Dongorbank by PUMB bank, which
happened on 16 July 2011 [8].
In conditions of trust decline to small banks, many
of them begin to lose clients, and it is getting hard for
them to attract new clients that strive to cooperate with,
first, credit agencies that have nice image, large reserves
and wide net of affiliates [2].
In modern banking business, in conditions of bank-
ing competition strengthening, to attract new clients and
to financially support the development of banks’ own
activities, it can be recommended to apply the following
marketing concepts [2, p. 65]:
1. Service concept. Per it, when choosing a bank,
the customers are oriented on the services, which have
low price. In this regard, banks, that adhere to this con-
cept, offering mostly traditional services, which have
high performance (profitability). Thus, this concept cre-
ates the conditions for the formation of financial secu-
rity of further bank development. This concept is chosen
by banks during the following conditions: the main part
of the real and potential clients of the Bank have low
income; the demand for banking services is equal to the
offer or exceeds it; the Bank’s customer base is growing
and on this basis - its conditionally fixed costs are
shrinking, that allows to provide funds to increase the
share of separate bank services on the market.
2. Parametrical concept. The basic principle of this
concept is attracting clients to Bank’s services that are
superior by their characteristics and quality to similar
ones which offered by their competitors, and therefore,
those services give consumers bigger benefits. In this
case banks make great efforts to improve the quality of
their services. Most frequently the parametric concept is
followed by the banks and financial-credit institutions
which provide services that are unconventional, individ-
ual, and sometimes even unique and high-priced ones
(leasing, audit services), that allows the Bank to increase
its profitability. It’s important to note some factors on
which the parametric marketing concept is based: qual-
itative characteristics of provided banking services
level; political and economic conditions analysis that in-
fluence on services quality; reducing risks when provid-
ing banking services and Bank’s profit increase.
3. Commercial concept or the commercial effort in-
tensification concept. It is based on the active infor-
mation and advertising services which are based on mar-
keting research, to ensure required level of customer en-
gagement and grow of the volume of implementation
services. Active establishment of insurance companies,
pension funds, leasing companies, to reach the clients by
complex service, including non-traditional services,
«know-how», providing consulting in various fields of
business, etc. by banks – these is a typical ploy of using
this concept. For successful realization of this concept,
banks create multifunctional service of marketing. Its
purpose is mainly medium-term − is to gain the attention
of banking services’ consumers, especially by conduct-
ing more aggressive, than competitors have, advertising
campaign and active personal sales.
4. Address marketing concept. Per it growth of
banking services consumption can be provided mainly
after analyzing the needs and motivation of demand of
particular social groups of the population on these ser-
vices and by development of address propositions re-
garding to promotion of banking services on this basis.
In other words, marketing should begin with analysis of
demand and supply of different banking services and
continue through analysis of financial security of their
implementation and results of marketing researches.
And only after that proposals and programs of Bank ser-
vices promotion should be formed.
5. Socio-political concept since target philosophy,
ideology, strategy and policy of the Bank are oriented
on the priority of universal, but not the narrow-business,
interests. More detailed further development of market-
ing strategy happening in planning marketing process,
the so-called marketing-mix, which is developed in the
following main directions: productive strategy; pricing
strategy; the strategy of distributing banking prod-
ucts(services); complex of consumer’s stimulation. The
marketing program of Bank must consider not only the
prospects of getting future profits, but also the possibil-
ity of various risks occurrence in the process of market-
ing program implementation. In this case, each bank
shall determine methods of risks limitation, as well as
specific responsibilities for bank managers and its struc-
tural subdivisions in this process (organization of risk-
marketing). Bank’s risks limitation, in the end, relates to
structure and consistency of banking operations and
with sufficient level of their diversification. Develop-
ment of a risk management strategy is based on results
of the situation analysis (analytical marketing), in pro-
cess of which potential threats are being determined,
those that threaten banking activities stability [4, c. 457].
N. Shlafman, V. Hudkov
102
Економічний вісник Донбасу № 4(46), 2016
Analytical marketing is an inbound link of market-
ing strategies in a bank. To this link belongs the holding
of external and internal analysis of Bank activities,
which combine management and marketing – activates
financial management to the creation of a single process
of making of profits. This process is carried out by the
Marketing Department, with the further development of
marketing strategy, which is the original element of the
marketing mechanism (marketing management), that
makes significant efforts to implement the Banking
product (services) in order to meet the needs of consum-
ers and receiving of profits, further development of the
Bank, enhancing of its financial strength, making pro-
spect of getting competitive positions at the market, im-
proving the quality of Bank management, i.e. – combin-
ing different tools of banking practice into a holistic
mechanism of Bank marketing [12].
Conclusions and suggestions. Because of con-
ducted research, it is proposed to use in practice the fol-
lowing tools which would allow to increase implemen-
tation effectiveness of bank-marketing strategies. Those
are:
− regular use of benchmarking, both within the
internal market and with orientation onto the best world
players;
− research of the markets of Central and Eastern
Europe to consideration of potential possibilities and
risks on the Ukrainian market;
− expansion of the traditional set of models to de-
velop strategies and to consider that the majority of such
models are more likely designed for industrial compa-
nies and for service companies of non-financial sector;
− creation of as clear as possible marketing ser-
vice organization with effective communication sys-
tems. Orientation to the «studying organizations».
To occupy a strong position on the market of bank-
ing services, while designing a model of bank’s compet-
itive development it is recommended to integrate the
strategy of maximal satisfaction of customers’ demands.
Despite all the competitive advantages, which may
have banking institutions, they are not immune from
changes of the external environment, political instability
and of economic policy of the State. In this regard, banks
are recommended to use SWOT-analysis to evaluate the
extent of influence of bank’s strengths and weaknesses
on their market prospects.
The necessity of improvement of banks’ ways of
interacting with customers, to maximize the volume of
banking services sales and increasing of their share of
market, as well as improving of operating efficiency, -
that is considered in prospect of further studies. Espe-
cially it is related to interaction of banks with individu-
als, because «…The increase in the number of Internet
users, the propagation of smartphones and other modern
means of communication, - these have utterly reduced
the distance between retail banks and individuals, re-
peatedly increased the amount and the intensity of the
mutual informational exchange, the newest technologies
have been created which became the most perspective
channel of retail banking services» [12, p. 91]. System-
atic work of banks in this direction will provide to pro-
spect of building more resultative relationships with the
clients.
Thus, particularity of bank services sale requires
designing of special techniques and methods of Bank
marketing. Introduction of marketing techniques in all
the departments of a Bank’s work will allow to see new
ways of providing services and receiving profits. So,
that, banks which have ‘modest’ capacity are objec-
tively forced to maximize marketing opportunities in or-
der to maximally increase their competitiveness on the
market and to use all of their chances in any situation.
References
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Шлафман Н., Гудков В. Банківський марке-
тинг на сучасному українському ринку банківсь-
ких послуг
N. Shlafman, V. Hudkov
103
Економічний вісник Донбасу № 4(46), 2016
Високий ступінь політизації економіки України
призвів до загострення проблем в банківському сек-
торі, який сьогодні практично припинив виконувати
свою функцію кредитування бізнесу. Для ефектив-
ного функціонування банківської системи в умовах
зростаючої конкуренції і комерціалізації банківської
діяльності, її управління передбачає: об’єктивне ви-
значення поточного і бажаного стану, скоордино-
ване управління фінансовими ресурсами, розробку
гнучких стратегій, вибір інноваційних управлінсь-
ких рішень, розвиток нових сегментів, банківських
послуг і методів обслуговування. Західні фахівці і
експерти вказують на нагальну потребу підвищення
стратегічної й організаційної ролі банківського мар-
кетингу, що базується на ефективному використанні
нових інформаційних технологій. Основою сучас-
ного банківського маркетингу є стратегія максима-
льного задоволення потреб клієнтів, що, у свою
чергу, призводить до істотного підвищення рентабе-
льності діяльності банків.
У статті розглядаються досі недостатньо розк-
риті окремі аспекти даної наукової проблематики,
зокрема: аналіз сучасного стану маркетингової дія-
льності банків України; аналіз організації маркетин-
гової служби у банках України; визначення марке-
тингових досліджень, пріоритетних для українських
банків; виявлення проблем маркетингової діяльно-
сті українських банків та трансформаційних ринко-
вих факторів.
Також розглянуто основні тенденції та особли-
вості розвитку банківського маркетингу у сучасних
умовах, визначено основні види та інструменти мар-
кетингу відносин.
Ключові слова: банк, банківський маркетинг,
маркетингова стратегія, конкурентоспроможність,
концепції маркетингу, синтетичний підхід.
Шлафман Н., Гудков В. Банковский марке-
тинг на современном украинском рынке банков-
ских услуг
Высокая степень политизации экономики
Украины привела к обострению проблем в банков-
ском секторе, который сегодня практически прекра-
тил выполнять свою функцию кредитования биз-
неса. Для эффективного функционирования банков-
ской системы в условиях растущей конкуренции и
коммерциализации банковской деятельности, ее
управление предусматривает: объективное опреде-
ление текущего и желаемого состояния, скоордини-
рованное управление финансовыми ресурсами, раз-
работку гибких стратегий, выбор инновационных
управленческих решений, развитие новых сегмен-
тов, банковских услуг и методов обслуживания. За-
падные специалисты и эксперты указывают на
настоятельную необходимость повышения страте-
гической и организационной роли банковского мар-
кетинга, основанной на эффективном использова-
нии новых информационных технологий. Основой
современного банковского маркетинга является
стратегия максимального удовлетворения потреб-
ностей клиентов, что, в свою очередь, приводит к су-
щественному повышению рентабельности деятель-
ности банков.
В статье рассматриваются до сих пор недоста-
точно раскрытые отдельные аспекты данной науч-
ной проблематики, в частности: анализ современ-
ного состояния маркетинговой деятельности банков
Украины; анализ организации маркетинговой
службы в банках Украины; определение маркетин-
говых исследований, приоритетных для украинских
банков; выявление проблем маркетинговой деятель-
ности украинских банков и трансформационных ры-
ночных факторов.
Также рассмотрены основные тенденции и осо-
бенности развития банковского маркетинга в совре-
менных условиях, определены основные виды и ин-
струменты маркетинга отношений.
Ключевые слова: банк, банковский маркетинг,
маркетинговая стратегия, конкурентоспособность,
концепции маркетинга, синтетический подход.
Shlafman N., Hudkov V. Bank marketing at the
present Ukrainian banking services market
The high degree of Ukrainian economy’s politici-
zation led to an aggravation of problems in the banking
sector, which virtually ceased to perform its function of
lending business these days. For an effective function-
ing of the banking system in the face of growing com-
petition and commercialization of banking activities, the
system’s management must include: objective determi-
nation of the current and desired state, which is coordi-
nated by the management of financial resources, devel-
opment of new flexible strategies, innovative manage-
ment solutions choice, new segments, banking services
and service methods development. Western specialists
and experts point to the urgent need of improving of
strategic and organizational roles of Bank marketing,
that is based on effective usage of new information tech-
nologies. The basis of the modern Bank marketing is a
strategy of maximal customer satisfaction, which, in
turn, leads to a significant increase in bank’s profitabil-
ity.
The article considers several still not enough re-
vealed aspects of this scientific problems, especially:
analysis of current state of Ukrainian banks’ marketing
activities; analysis of marketing service organization in
Ukrainian banks; determining of marketing studies,
which are preferable for Ukrainian banks; detection of
marketing activity problems in Ukrainian banks and de-
termination of transformational market factors.
Also, the main trends and development of Bank
marketing features are considered, basic types and rela-
tionship marketing tools are described.
Keywords: Bank, Bank marketing, marketing strat-
egy, competitiveness, marketing concepts, the synthetic
approach.
Received by the editors: 17.10.2016
and final form 28.12.2016
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