Market research services bankovskh

TABLE OF CONTENTS

INTRODUCTION ........................................... ....................................... .3

CHAPTER I. FEATURES OF BANKING MARKET RESEARCH

УСЛУГ…………………...…………………………………...……………………6

1.1. The concept and essence of banking services ....... .......... ........................ ..6

1.2. The essence and principles of marketing research in the bank .... ....... ... ..9

CHAPTER II. ANALYSIS OF THE MAIN ECONOMIC INDICATORS OF THE COMPANY ON THE EXAMPLE OF THE ASIA-PACIFIC BANK ...... ... 14

2.1. Banking services market of the Russian Federation, the Amur region .... .................. .. ...... .14

2.2. Organizational - economic characteristics of the Asia - Pacific Bank (JSC) ...................................................................... ... 16

CHAPTER III. Report on field studies ... 20

3.1. Planning marketing research .. ............ ... .................. .20

3.2. Marketing research ................................. ..... 24

3.3. Analysis of the data .......... ............................................. .26

3.4. Report conducted marketing research ........................ ..32

3.5. Development of recommendations .... ...................................................... .34

CONCLUSIONS ........................................................................... .37

REFERENCES ..................................................................... .. ...... .39

Appendix A. About ................................................ ... ............ 42

INTRODUCTION


Modern marketing is considered by experts as the entire system of organization of the company in the development, production, marketing of goods and provision of goods and services based on a comprehensive study of the market to meet customer needs and maximize profits. Marketing is also known as the management and organization of the company, fully taking into account the processes occurring in the market.

Commercial banks after airlines have turned to marketing, which was due to several factors: the internationalization of economic processes, the emergence of a large number of non-banking institutions, the development of information technologies and means of communication, the expansion of regional and national scope of financial and credit institutions, the development of competition within the banking system, limiting price competition in the market of banking services related to government regulation, increasing customer requirements for quality banking services.

Russian banks, more than ever, feel the need for development policies that caused them uncompetitive in relation to the foreign bank capital, the massive arrival of which is inevitable in the short term.

So, bank marketing can be defined as finding the most profitable (existing and future) market banking products, taking into account the real needs of customers. This process requires a clear statement of the objectives of the bank, the formation of the ways and means of achieving them and the development of specific measures for the implementation of marketing plans.

Because of the nature of banking activities related to the peculiarities of banking products, marketing in the bank has a number of features. Banking products are abstract, have no material substance, intangible, are contractual in nature, their exclusive sales system and integrated.

The marketing policy of the bank is focused primarily on the analysis and customer satisfaction, the rapid and proper settlement of accounts. It should be noted that a robust marketing strategy development bank, formally incorporated into the process of its operation, creates the basis for improvement of banking products, increase its competitiveness in the financial market.

In addition, for the development of the whole complex of marketing the bank uses four systems: marketing information, marketing planning, mar