The concept of the full range of exchange services
The concept of marketing activity - is focused on the consumer target philosophy and strategy of the bank. It is based on an analysis of the full range of indicators affecting the financial and credit system in general and banks in particular. On the basis of the marketing concept are preparing proposals for improving the bank and subsequently carried out a comprehensive plan of internal and external activities of the bank.
Depending on the characteristics of the bank (size and nature of the work of the founders) and its goals and objectives of the chosen marketing concept, which was adopted as a basis to change the most important indicators of the market laid down in the calculations when it is selected. Some banks in Russia are guided by a marketing concept for 3 to 5 years or more. However, it can afford only reliable and conservative banks with significant equity and their resources can withstand even the failures in economic and political change. Others are changing their concept of operations, depending on the dynamics of internal and external factors, while at the same time, it should be noted that in practice none of the concept in its pure form is not vstrechaetsya.V banking enterprise may consist of the marketing concept:
The product or concept to improve banking technology. According to her clients when choosing a bank oriented to available services with low price. In this regard, banks are adhering to this concept, offering mainly traditional services with high efficiency (profitability). This concept of banks elect the following conditions: - the bulk of actual and potential bank customers have low incomes - demand for banking services is equal to or greater than the proposal - increasing the bank's customer base, and on this basis, reduced its relatively fixed cost and provides a means of to increase the proportion of individual banking services to rynke.Usiliya guide banks, which follows the production concept of marketing should be focused primarily on the study of motivation in choosing a bank, and the reasons for provoking them to transfer from one bank to another, and preparing proposals for the growth of customer base through improvement of banking technologies.