ВКР Мун Галина Игоревна (1194428), страница 9

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- To consider the theoretical and methodological aspects of marketing activities;

- To study the specificity of the market of banking services and features of the marketing complex in the banking business;

- To analyze the state of marketing activities in the far Eastern Bank of Sberbank;

- To develop necessary recommendations for the improvement of marketing activity of JSC Sberbank of Russia.

The final qualification will be used following sources: books, articles, manuals, reports and documents of PJSC "Sberbank of Russia".

1. THE THEORETICAL ASPECTS OF MARKETING IN THE BANKING SECTOR

1.1 The nature, principles, objectives and functions of marketing

Marketing is a widely used term to describe the communication between a company and the consumer audience that aims to increase the value of the company or its merchandise or, at its simplest, raises the profile of the company and its products in the public mind. The purpose of marketing is to induce behavioral change in the receptive audience.

Also marketing - a complex system of production and sales, focused on meeting the specific needs of consumers and profit-based research and market forecasting, the study of the internal and external environment of the enterprise, development of strategy and tactics of behavior in the market through marketing programs.

The essence of marketing is about to make something that will be in demand.

The basic principles of marketing are the following:

1. To make scientific and practical market research and research of production and sales opportunities of the company.

2. To analyze of current and potential customers; research the demographic, economic, geographic and other characteristics of the people and their needs.

3. Segmentation. It means that company need to identify the most profitable market segment where it will promotion goods.

4. Flexible response of production and marketing, which involves a quick change depending on the changing requirements of the market, elasticity of demand and supply.

5. The use of innovation. Improvement and updating of products; development of new technologies; introduction of new methods of work with consumers; renewal of advertising; use the new channels of distribution, new markets and new methods of sales.

6. To use the integrated planning, starting from the release of new products, ending the perspectives of the company.

7. To impact on the market and to motivate buyer through advertising and PR.

8. To provide the pricing policy.

9. To follow the technical and social norms, this means protection of the environment, compliance with ethical rules etc.

10. To manage the marketing activities as a system.

There are four alternative variant of the basic goals of marketing:

To achieve the highest possible consumption.

Many leaders of the business world believe that the goal of marketing is to facilitate and encourage the highest possible consumption, which in turn creates the conditions for maximum growth of output, employment, and wealth.

There is a statement «The more people buy and consume, the happier they become». However, not everybody agree that the increased mass of wealth brings more happiness.

2. To achieve the maximum customer satisfaction.

According to this view, the purpose of marketing is to achieve maximum customer satisfaction, not the maximum possible consumption level.

Identifying needs is one of the main goal of market research. When a marketer learns the user need, he can predict its future behavior and the possibility of purchase of this product.

Important roles in the study of the consumers play the motivational factors of the purchase. These factors are: the motive of gain, motive of reducing the risk, recognition motive, motive of convenience, motive of freedom and finally the motive of knowledge.

Unfortunately, the degree of customer satisfaction is difficult to measure. Therefore, to assess the marketing system based on the indicators of satisfaction is difficult too.

To provide the maximum choice to the consumer.

Some market makers believe that the primary purpose of marketing is to provide the greatest possible variety of goods and provide the consumer with the widest choice. The system should give the user the opportunity to find the goods which most full answer its taste. Consumers should have the maximum opportunity to improve their way of life, and, consequently, to get the greatest satisfaction.

Unfortunately, the maximum expansion of consumer choice requires costs. First, goods and services will become more expensive as a large variety will cause growth of costs for their production. Increased prices will result in a decrease in real income of consumers and consumption behavior. Second, increasing the diversity of products will require more user time and effort in learning the various products and evaluating them. Third, the increase in the number of goods does not mean for the consumer an extension of real choice. This causes an abundance of brands and the customer has imaginary choice. Finally, consumers don't always welcome a wide variety of goods.

4. To improve quality of life.

Many people believe that the main goal of the marketing system should be to improve the quality of life. The supporters of this view estimate system of marketing not only on degree of consumer satisfaction but also on the impact marketing activities are having on the quality of the physical and cultural environment. To improve the quality of life - honorable goal for the marketing system, but it is not easy to measure.

The basic functions of marketing can be divided into 4 groups:

- analytic function (it include the following: market research, competitors research, consumers research and analysis of the internal environment of the company);

- production function (it include the following: organization of production of new products; development of new technologies; management of quality and competitiveness of finished products);

- sales function (it include the following: organization of the distribution system; execution of product and price policies);

- control function (it include the following: organization strategic and operational planning; information support of marketing management; organization of communication system in the company; control of marketing activities).

Marketing is a complex and dynamic process that helps individuals and groups of individuals satisfy their needs by creating goods and consumer values and exchanging them with each other.

1.2 Organization of marketing management and its role in the enterprise

Marketing management involves analysis, planning, conducting the interventions aimed at establishing, strengthening and maintaining beneficial exchanges with target buyers to achieve the required levels of sales, profits and market share.

The process of marketing management includes:

1. The analysis of market opportunities:

- marketing research;

- marketing environment;

- markets of individual consumers;

- business markets.

2. The selection of target markets:

- determination of the volume of demand;

- market segmentation;

- product positioning in the market.

3. The development of the marketing mix:

- development of the product;

- define product prices;

- methods of distribution of goods;

- promotion of products.

4. The implementation of marketing activities:

- planning and control of marketing activities.

The organization of marketing activities includes:

- construction (improvement) of organizational structure of marketing management;

- selection marketers with proper marketing skills;

- creation the requirements for effective work of employees in marketing services

(organization of their workplaces, providing the necessary information and office equipment etc.);

- organization of effective cooperaction of marketing services with other services of the organization.

Depending on the type of product, production volumes, market capacity there are various options for the organization of marketing service, usually headed by the Deputy Director or Vice-President of marketing. Marketing services can be built in accordance with one of the following principles:

- functional organization;

- geographical organization;

- commodity (product) organization;

- market organization;

- commodity - market (matrix) organization.

1. Functional organization — the organizational structure of marketing management in which the activities of workers in departments organized on the basis of the marketing functions they perform (marketing research, sales, advertising, etc.).

2. Geographical organization — the organizational structure of marketing management where marketing professionals are grouped by specific geographical areas.

3. Commodity (product) organization — the organizational structure of marketing management where the product Manager is responsible for the development and implementation of marketing strategies for a specific product or group of products. The Manager supervises a group of employees that performs all the necessary for the product marketing functions.

4. Market organization — the organizational structure of marketing management which managers of individual markets are responsible for the development and implementation of strategies and plans of marketing activities in certain markets.

5. Matrix organization – organizational structure, based on a systematic approach. The structure is characterized by flexibility. In the matrix organizational structure creates temporary project team to solve specific problems. The project team leaders are attracted to perform the work of specialists from other departments at different levels of the hierarchy.

The correct choice of organizational structure of marketing management only creates the preconditions for the effective operation of marketing services. It is necessary to complement these services by qualified professionals, properly allocate between them responsibility, give them the necessary rights, create acceptable conditions for work. All this should do head of marketing department in conjunction with the company's management.

Of course, in order for successful operation of marketing Department, it is necessary not only to properly organize it, but also timely improve it.

Marketing is the lead function that defines the technical and production policy of the enterprise, the style and character of the management of the entire business activities. Marketing department at the company is a huge competitive advantage.

1.3 Features of marketing in the banking sector

Bank marketing is the process of regularly improving and enhancing an efficiency of activity of the bank through a specific set of tools and with consideration of market strategies based on the preferences and needs of consumers.

The goal of bank marketing is to create such financial services and provide them in such way as to satisfy needs of customers to maximum and to get profit to the bank. To achieve this goal, bank should to perform the following tasks:

• to analyze consumer behavior to identify their needs;

• to systematically explore the financial market and find the most economically attractive segments, to monitor capital flows in the financial market, to study the marketing activities of competitors;

• to develop and implement new marketing strategies;
  to create new banking products and offer new banking services to satisfy consumer needs;

• try to achieve long-term competitive advantages, offering high quality services with a focus on the needs of the consumer;

• establish transparent relationships with customers, partners and employees of the bank;

• to introduce more progressive technologies of producing, processing and storing of information;

• to improve the internal culture of the Bank.

Marketing in the banking sector must perform the classic marketing functions however, they have certain features.

Thus, the analytical function of bank marketing is to identify existing and potential market demand and requirements of clients to bank products due to the complex research of the financial market and prospects of its development, identification of opportunities and threats of the financial and monetary markets.

Production function involves the effective organization of activities for the establishment new and improvement of existing bank services to best satisfy of customers' needs. Also it needs to determine the optimal range of banking products and services based on actual capacity of the bank and market requirements.

The sales function of bank marketing is to develop marketing policy, maintaining and developing a positive image of the bank.

Managerial function of marketing in the banking sector means the planning and coordination of activities of the bank in the financial market and monitoring of indicators of financial stability and efficiency of the bank. In case of occurrence of risks and threats to the function it responsible for the development and justification of the appropriate changes.

The main principles of bank marketing are:

Характеристики

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