Banking product and banking service. Bank marketing in modern Russian conditions

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 related to the features of the banking product.

banking service. Under service in economics understand the activities or benefits that one party can offer to the other. Services are intangible and do not result in ownership of anything. The main characteristics of banking services are:

· abstractness (intangibility and difficulty for perception);

the inseparability of the service from the source;

variability of quality (dissimilarity) of services;

· non-permanence of banking services;

contractual nature of banking services;

connection of banking services with money;

Length of service over time

secondary nature of needs satisfied by banking services.

Under abstractness of banking services its intangibility and complexity for perception are understood. These qualities are inherent in banking services, so they are doubly abstract. Banking services are intangible: they cannot be seen, touched or perceived in any other way by the human senses. they have no material substance. In this regard, consumers show increased attention to the visible elements of service - banking equipment, the appearance of service personnel, banking symbols and everything that provides indirect information about the nature and quality of the services provided by the bank.

A feature of banking services is their complexity for perception. Unlike other types of services, banking requires a certain cultural and educational level from consumers. In order to facilitate the perception of services for customers, the bank can establish a psychological association of a banking service with a tangible and easier to understand object (“We have your money in good hands”, “a deposit in a bank is your umbrella on a rainy day”, “our bank is reliable as a rock”, etc.) or focus on communication between the bank and the client, shape the image of the bank as a “good neighbor”, “adviser” and etc. A positive result for the promotion of banking services is the emphasis on their benefits to consumers.

Inseparability of service from source. The service does not exist separately from the one who provides it, in contrast to the product, which exists in material form regardless of the presence or absence of its source (people or machines). Banking services are provided by bank employees who have the appropriate qualifications. AT recent times, as the level of technical equipment of the modern banking system grows, cars become more and more a source of banking services, it became possible to give orders to the bank through electronic channels (ATMs, modem communication). Despite this, personal contact still remains necessary condition to receive complex individualized, highly qualified banking services. Automation more often covers standardized and routine services. An important feature 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 means of communication and electronic payments contributes to an increase in the share of banking services provided in the absence of customers.

Service quality volatility. Many banking institutions offer customers a similar or identical list of services, but the absolute identity of banking products (such as in mass production in industry) is not achieved. This applies to non-automated services that involve intensive communication between customers and bank employees with different levels of technical and communication skills, different attitudes towards work. A bank employee may demonstrate a different level of service depending on the situation, mood, well-being, etc.

With the introduction of automation tools, the value of this characteristic is reduced, because. ATM provides services to all customers in the same way, regardless of the time of day, the length of the queue, behavior or appearance consumer. Variability in the quality of automated services can arise mainly due to differences in the technologies used by banks.

Perishability of banking services. Banking services cannot be stored, they cannot be “prepared for the future” (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 can be different in different days weeks, time of day. Therefore, banks often take measures to smooth demand by encouraging customers to visit the bank at a less busy time of the day or use automation tools.

Contractual nature of banking services. The provision of banking services involves the conclusion between their producer and consumer of civil law contracts. This creates additional difficulties for clients. The contractual nature of the service necessitates a detailed explanation to the client of the content of banking services and the conditions for their provision. The marketing activity of the bank in this case acquires an "educational", educational character.

Linking banking services to money. Banking services are related to the use of money in various forms and qualities. Since people pay special attention to everything related to money, this makes the bank's activity dependent on the trust of customers and requires efforts to strengthen it.

Length of banking services over time. The purchase and sale of most banking services has a duration in time, because is not limited to a single act. The client of the bank enters into a more or less continuous "connection" with the bank, which gives special meaning confidential nature of the relationship between the bank and the client. For example, when opening an account, the client transfers his money to the bank and enters into a transaction, the course of which is initially uncontrollable for him.

Secondary satisfaction of needs. Financial needs met by banking services are secondary, i.e. derived from primary - industrial and personal needs. The needs that banking services can help to meet are very diverse. It can be industrial and personal needs. Production needs are associated with the expansion of production for

bank loan account, ensuring its continuity through timely settlements with suppliers and buyers. Satisfaction of personal needs is carried out at the expense of income from deposits or a trust, ensuring the safety of valuables by keeping them on deposit or in a bank safe, public recognition and acquiring social status through service in a "prestigious" bank, using a "gold" or "platinum" credit card and etc.

Therefore, banking services lose in attractiveness to material goods and services that directly meet 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 characteristics of banking activities, which determines the characteristics of banking marketing.

Features of marketing in the bank. The abstractness of banking services, their perishability and the secondary nature of the needs satisfied determine the orientation of marketing towards the creation of visual images of banking services. The inseparability of services from the source also requires efforts to form the external attractiveness of the bank.

The abstractness 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 services, the educational orientation of marketing.

The close relationship with money and the length of the act of purchase and sale in time make the bank's activities dependent on the trust of customers.

marketing activities on the formation of a climate of trust around the bank.

The volatility of the quality of services increases the need to create sustainable staff motivation for quality service customers, and raises the importance of banking automation.

Banking services are considered at three levels

· The first level is formed by the 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 real banking services, i.e. the current range of the bank. The current assortment is constantly changing and developing, without affecting the basic focus of the bank. Changes to the current assortment are aimed at turning an occasional customer into a regular one, encouraging the customer to purchase as much as possible more services. These are the preparation of documents, payment services, control, accounting services, maintenance of the register of shareholders and other operations with securities, tax advice, 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 comprehensive assistance. This service and development of foreign economic relations, improvement of financial management of clients.

The specificity of banking marketing is largely due to the special properties of the services provided by banks, as well as the special nature of the banking services market.

Marketing activity has a stepwise character.

· The first stage includes such categories as product, price, market, profit.

· The second stage includes the system of marketing information, planning and organization of marketing work, marketing control.

The third stage includes intermediaries, competitors, "suppliers", clientele, contact audiences ( financial institutions, funds mass media, government bodies, public, bank staff).

Vinnik Yana

Group 0509A

"Features of the banking product,

BIBLIOGRAPHY:

1) Banking marketing / Ed. I.O. Lyuty, O.O. Licorice. - K .: Center for Educational Literature, 2009. - 776 p.

2) Versailles N.I. "Finance of Ukraine". 12. 2009 [p. 89-95]

3) Tatyana Grishchenko, Victoria Kurishchuk Bankivska on the right 6/2009 [p.51-62]

4) Versailles N.I. Kiriy V.P. "Finance of Ukraine" 10. 2009 [p.71-85]

5) Bankivska on the right / Ed. Vovchak O.D., Rushishin N.M. - Lviv: "New World-2000", 2010. - 560 p.

6) Banking operations / Ed. Cherep A.V., Androsova O.F. - K .: Condor, 2008. - 410 p.

7) http://www.wikipedia.org/

8) http:// www. minfin. gov. ua/

Donetsk 2011

1. GENERAL CHARACTERISTICS OF BANKING SERVICES.

The specifics of the bank is determined by the peculiarities of its activities. The result of this activity is the creation of a banking product. Banking products are:

1) creation of means of payment and

2) 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 the exchange of one product for another, but in the form of purchase and sale. The producer offers his product to the market. The buyer, in turn, can purchase the product he needs only if he sells his own product. In a market economy, to complete an act of 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 the money necessary for circulation, for the acquisition and consumption of material goods and the continuation of the reproduction process.

The second component of the bank's product is the services it provides. They can be classified as follows:

Classification criteria	Type of services provided
Depending on the compliance with the specifics of banking activities	Specific Services Non-specific services
Depending on the subjects of receiving services	Legal entities Individuals
Depending on the method of formation and placement of bank resources	Active Operations Passive Operations
Depending on the payment for the provision	Paid services Free services
Depending on the connection with the movement of a material product	Services related to the movement of a material product Net services

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. Specific services include three types of operations they perform:

1) deposit operations,

2) credit operations.

3) settlement operations.

Deposit transactions are related to the placement of customer funds in the bank in deposits (deposits). Historically, this operation was preceded by a safe operation, when people placed their valuables for safekeeping in banks that ensure the reliability and safety of savings. Subsequently, the safety of cash began to develop into safety from impairment. People began to place their financial resources in the bank not only as the most convenient, safe place, but also in order to generate income, to save them from depreciation and inflation. For placing money on deposit, bank customers 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 true: in the total assets of the bank, the main specific gravity constitute credit transactions. Most often, through lending to customers, the bank receives and most income. AT modern structure banking operations 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, which are produced by the bank, can be carried out both in non-cash and in cash. On behalf of clients, banks can open various accounts from which payments are made related to the purchase or sale of inventory, payment of wages, transfer of taxes, fees and other equally important payments. When making payments, 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 documentation received by the bank.

The three types of banking operations considered are called traditional banking operations. They acquire a touch of traditionalism, first of all, in the sense that historically, for a long time, they pass as a legacy from one generation of banks to another. We can say that these operations are the most ancient: they were carried out by the "old" banking houses, and modern large and small banks also perform them.

Part non-traditional banking services include all other services. There are quite a few of them, including:

intermediary services,

services aimed at the development of the enterprise (introduction to the stock exchange, placement of shares, legal assistance, information services, etc.),

provision of guarantees and guarantees,

fiduciary transactions (including advice and assistance in managing property on behalf of the client),

accounting assistance to companies,

representation of client interests in the judiciary,

services for the provision of safes,

tourist 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 receipt services provided as legal, and individuals. In practice, the set of services for both persons may be the same in various banks, only their volume may turn out to be unequal. In the consolidated list of services of Russian commercial banks, services provided to the population still occupy an insignificant share, they have yet to increase the number of types of operations for individuals(including for making 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 passive, and active operations. With the help of passive operations, banks form their resources (for example, through deposits, sales of certificates, loans received from other banks, etc.). Carrying out active operations, banks allocate borrowed and own resources for the needs of various economic organizations and the population.

Depending on the payment for the provision of banking services, they are divided into paid and free services. However, this does not mean that any particular type of service is completely paid or free. It is up to the bank to determine for which type, for example, settlement transactions, it is necessary to charge a fee from customers, and for which one - not to set a fee. For a number of reasons, certain operations as part of settlement, credit and deposit transactions can be carried out free of charge.

In relation to the fee for services and, consequently, to the income of the bank, other, more detailed signs can be applied. Banking services often stand out, profitable and non-banking, expensive and cheap services. Thus, 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 require a lot of labor, so their price is more expensive. For example, the processing of a letter of credit costs more at the bank 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:

1) services related to its movement,

2) clean services.

Since banks serve mainly the movement of a material product with their monetary operations, their main part undoubtedly belongs to the first type of services. By facilitating the promotion of goods, these bank services (such as, for example, services to transport, communications, trade enterprises) create new additional value. Net services are provided to organizations directly engaged in material production, as well as to individual citizens to meet their personal needs.

A characteristic feature of banking services is that their object is not just money moved in huge amounts through banking channels from one account to another, from one region (enterprises, sectors of the economy) to another. The movement in the accounts of enterprises is mainly the movement of capital in cash.

2. TRADITIONAL BANKING SERVICES TO THE POPULATION:

OPERATIONS OF THE BANK TO ATTRACT FUNDS INTO DEPOSITS.

Commercial banks perform various operations to serve their customers. All operations of commercial banks are usually divided into three groups:

1. passive operations- These are operations through which banks form their resources for lending and other active operations. These include: attracting legal entities and individuals to settlement and current accounts, opening fixed-term accounts of citizens, enterprises, organizations, issuing securities, loans received from other banks, etc.

2. active operations- operations by which banks allocate the resources at their disposal. These include: short-term and long-term lending for industrial, social, investment and scientific activities of enterprises and organizations, provision of consumer loans to the population, purchase of securities, leasing, factoring, innovative financing and lending, equity participation of bank funds in the economic activities of enterprises, loans provided other banks.

3. active-passive bank operations- commission, intermediary operations performed by banks on behalf of clients for a fee - commission. There are commission and settlement operations related to the implementation of domestic and international settlements, as well as trade and commission or sale to banks on behalf of clients of securities, foreign currencies, precious metals, mediation in the placement of shares and bonds, accounting and consulting services for clients, etc.

Depending on the term of placing funds in bank deposits, deposits are divided into demand deposits and time deposits, the difference being savings deposits. Demand deposits can be withdrawn at any time without prior notice to the bank by the client, interest is not paid on them, they are beneficial for clients, since they allow making settlements using checks at any time with legal entities and individuals without using cash.

Unlike demand deposits, fixed-term and savings deposits are placed in banks for a specified period and bring income to depositors, usually depending on the duration of storage of funds in bank accounts. Term deposits can be withdrawn only in accordance with the retention period, otherwise the client loses the increased interest or pays a fine to the bank. Such deposits are beneficial for the bank, because, using deposits of depositors as a resource, it can more freely maneuver them than funds in demand deposits.

At the time of opening an account in an institution of Sberbank, legal relations arise between the latter and the depositor, which terminate only after the full return of the amount of the deposit and the closure of the account. These relations are formalized by an agreement on the organization of savings of a particular client in the form of a deposit to a savings account opened with a bank. On the one hand, the depositor (principal) and the bank (borrower) act as parties to such an agreement. The depositor makes an appropriate contribution to the savings account opened with the bank, and the latter undertakes to keep the amount of money entrusted to him, providing them at the disposal of the depositor at any time, and also to pay the established income on the deposit.

INTEREST POLICY ON DEPOSITS. The interest rate policy of a commercial bank is based on the use of a certain economic category - percent.

The quantitative definition of interest is its rate, or norm, which is the ratio of the amount of money paid in the form of interest to the amount of money given to the court.

The interest paid on deposits performs the function of redistribution, it can regulate the structure of deposits and inflow Money in certain forms of investments for various purposes in accordance with the demand for credit resources.

Currently, there is a certain differentiation of interest rates in the national and international financial markets. The rates differ depending on the terms and sizes of loans and deposits, their security, type, form of lending, the degree of credit, interest, currency and other risks, the category of the client, the timeliness and completeness of the client's fulfillment of its obligations, etc.

There are several groups of homogeneous rates that are typical for individual sectors of the financial market:

1. money market rates used in short-term lending operations between financial institutions (including state ones) - the official discount rate, the rate on treasury bills, bills of financial companies, short-term interbank loans.

2. rates of the securities market - mainly the rates of return of various bonds at the time of their issue and subsequently in the secondary market,

3. rates on operations of banks and other credit institutions with non-bank borrowers and creditors related to the provision and attraction of funds.

The practical application of interest finds its expression in the conduct of the interest rate policy.

The ratio of supply and demand in the banking services market affects interest rates in the same way as the prices of goods; if supply exceeds demand, rates decrease; if demand exceeds supply, they rise. In recent years, there has been an equalization of supply and demand in the credit market, which has not been slow to affect the level of interest rates. They began a gradual decline.

Another important factor affecting the level of interest rates is the level of inflation. When inflation increases, rates rise, in connection with this, banking practice distinguishes between nominal interest rates and real (adjusted for inflation levels).

The level of interest rates is also significantly affected by the term and size of the provision of attraction of resources, the degree of reliability of the client, risk, type of banking operation, etc.

Organization of credit relations between the bank and the borrower.

The organization of credit relations between a bank and a borrower is determined by many factors, including the size of the bank, the qualifications of bank employees responsible for issuing loans, the size of the loan portfolio, types of loans, etc. All work related to the execution of a loan agreement, issuance of a loan, its return and closing cases can be divided into several stages:

Stage 1. Formation of a portfolio of loan applications.

Stage 2. Negotiating with a potential client.

Stage 3. Deciding on the advisability of issuing a loan and the form of its provision.

Stage 4. Creation of credit business.

Stage 5 Working with clients after receiving a loan.

Stage 6 Repayment of the loan with interest and closing of the credit case.

After the full repayment of the loan and the corresponding interest, the credit business is closed. On a separate sheet, which is filed in the file, the dates of issuance and repayment of loans, calculations for the calculation of interest and the dates of their transfer are indicated, after which a note is made "loan returned in full with interest, credit case number ____ closed (case closing date)", certified by the signatures of the credit employee and chief accountant of the bank, and the head of the planning and economic department of the bank makes a note about the transfer of the credit case to the archive, where it is stored for three years from the date of its closure.

Features of the banking product and banking service

The similarity of 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 product is primary, and the banking service is secondary.

Banking services have specific characteristics that need to be taken into account when developing a marketing strategy:

1) the invisibility of services, their abstract nature;

2) the variability of the quality of services and the inseparability of services from the qualifications of the people who provide them;

3) inability to maintain banking services.

The external environment is important. The interior of the bank, lighting, office furniture and style, flowers and other external elements add to the quality of the services provided by the bank.

3. Features of the banking product

The features of the banking product are as follows:

1) the provision of banking services is associated with the use of money in various forms (cash, non-cash money and settlements);

2) intangible banking services receive visible features through property contractual relations;

3) most banking services are characterized by a length of time: a transaction, as a rule, is not limited to a one-time act, more or less long-term relationships between the client and the bank are established.

Target markets and segmentation

The benefits of some types of services are usually necessary and beneficial only to certain groups of customers. For other groups, these services may be too expensive or not useful in this moment. The group of customers for whom this service is suitable forms the target market. A bank customer may be part of several target markets. The first task of marketing services is to identify target markets for each service.

There are two types of marketing strategy associated with finding target markets among the mass of bank customers. The bank can go "from the product", i.e. select a certain type of service and, based on the information it has about customers, determine who is the potential user of this service.

The second way is the method of cross-selling, when, when performing any operation, the bank offers the client new or additional services. Acting according to this method, the banker constantly asks himself the questions: "What other target markets does this client belong to? Which of the products in the bank's arsenal can I offer him?"

It is clear that in order to successfully promote a product on the market and its implementation, it is necessary to differentiate customers and identify those who may be potential consumers of this product. All customers have different tastes and needs, and accordingly, you need to apply a different marketing strategy to them.

From the point of view of banking marketing, it is customary to single out such concepts as a banking service, a banking product and a banking operation. Despite the fact that in practice they are often identified, there are certain differences between them.

banking service as a result of the activities of a commercial bank, is a set of interrelated bank operations aimed at meeting a specific customer need. Banks provide services in favor of the client, on his behalf and for a certain fee.

Banking service is one of the results of the functioning of the bank. By providing services to customers, the bank carries out its activities in the market, forms its market position. The range of services of a modern commercial bank is very extensive, and the services themselves are extremely diverse. At the same time, the services of most banks are similar, of the same type, which contributes to increased banking competition and forces banks to look for new more effective methods and forms of work with clients. In order to increase the volume of sales of their services, banks often resort to combining several interconnected services into one package (including involving companies from related industries), to providing additional services create sub-brands of their services. For example, when providing mortgage and car loans, the client is given the opportunity to use the services of insurance companies, receive discounts from developers and car dealerships, etc. Opening deposits by individuals in most banks is accompanied by the issuance of a plastic card to the client, with which, after the expiration of the deposit, the client will be able to manage his money. For some groups of clients, united by common needs, banks create complete sets of services, within which they can choose the necessary credit, deposit, payment and other services. This approach to the implementation of banking services is called package or combined sales.

Bank operation represents a certain technical, technological, financial, intellectual or professional action bank, which is carried out in connection with customer service. As a rule, the provision of most banking services implies the need for a certain sequence of banking operations by bank employees, requires the interaction of its several divisions. For example, a deposit service involves operations to open a deposit account, transfer the deposit amount to it, accrue and pay interest, pay out the deposit after its expiration or at the request of the client, and close the deposit account. Thus, banking is component services. Most of the services provided are based on the implementation of a whole range of banking operations, but there are also simple services consisting of several operations.

The bank carries out a variety of operations on a daily basis both in connection with customer service and in interaction with the Bank of Russia, with other banks or counterparty firms that are not its clients. The composition and sequence of transactions in each specific case is determined by the internal rules and regulations of the bank.

banking product a set of banking operations is considered to be aimed at meeting the specific needs of the client, fixed by banking regulations and having certain qualitative, quantitative and price parameters. Thus, a banking product is a clearly defined and structured service designed for a specific client (or group of clients), concrete manifestation services in practice, taking into account the current market conditions. A product can be thought of as another form of service that a bank provides at a particular time and in a particular market. It is with the help of product development that banks position themselves in the market, create their own brand on their basis, form new memorable names and images.

AT modern conditions When the activities of most banks are increasingly converging in terms of the content of the product range, it is very important to use the possibilities of differentiating services. It is necessary to increase the level of their tangibility, quality and serviceability, develop remote channels and expand them functionality. The implementation of all these areas of work is possible precisely within the framework of the development and improvement of a banking product as a set of bank operations for a specific client segment.

As a rule, a banking product has a personal marketing name (for example, "Christmas deposit", credit "Autostatus"). Often the marketing name of the product coincides with the name of the services offered or their complex and is supplemented by a characteristic related to their geographical parameters, service mode, validity period, service speed, client segment, etc.

The banking product is constantly being modified taking into account the changing trends in the development of the financial and banking market and the needs of a particular group of customers, while the services are unchanged, they form the basis, the basis for the activities of a modern commercial bank. Basic services are usually the same for most banks. Products may differ in terms, tariffs and interest rates, as well as other conditions. For example, a consumer lending service includes several types of loan products that a bank can provide to individuals: household appliances, loans for urgent needs, express loans, car loans, etc. Moreover, within each type, several products can be distinguished that differ in rates, terms, other conditions, as well as the target group of customers.

An important feature that characterizes a banking product is its image, which is a widespread and fairly stable idea of the distinctive or exceptional qualities of the product, giving it a special identity and distinguishing it from a number of similar ones.

The image of the banking product is formed under the influence of various factors, namely:

the image of the bank providing this product;
the quality of the product offered to the client;
characteristics and image of similar banking products on the market;
attitudes towards this product of other customers and bank employees.

Unlike the image of a bank, which is usually associated with the role it plays in the economic life of society, with its mission, the characteristics of competition, the image of a banking product expresses its distinctive features that distinguish it among similar products and endow it with special consumer characteristics.

Banking services, like all other types of services, have specific features that distinguish them from tangible goods. These features should be taken into account when developing and implementing the marketing mix. These features of banking services include:

– abstractness (intangibility and complexity of perception);
– perishability;
- inseparability of services from their source;
– volatility in the quality of banking services;
– contractual nature of the service;
- relationship with money.

Abstraction - it is an intangibility arising from the intangible nature of services. It assumes that the service cannot be seen, stored, transported, tried until it is received. This affects the complexity of services to perceive and forces banks to pay Special attention problems of increasing the level of their tangibility. This is mainly achieved through competent consultations of clients by bank employees, drawing analogies between the services offered and known, tangible things and phenomena of the surrounding world. As a rule, associations are held with fairly reliable, understandable and protected things, such as a house, family, safe, gold, etc. It is also possible to describe or provide information about the benefits that the client can receive by purchasing the service. For example, when promoting a car loan - a demonstration of a car, a mortgage loan - a description of a property that can be purchased, etc. At the same time, today many banks are moving away from the practice of their identification with traditional values and are promoting their products as convenient, technological and modern.

The acquisition of banking services, due to their abstractness, requires a rather high economic culture from clients, necessitates clarification of the content and process of providing services to a client, and enhances the importance of such a factor as client confidence.

Perishability as a property of banking services means the impossibility of producing them for the future, storing them and in the future adequately responding to the growth in demand, bringing to the market an increasing number of them. Banking services are provided and consumed simultaneously with the client's request. This implies the need to regulate the volume of demand and supply of services, as well as the creation of reserves of resources and capacities for their provision.

inseparability services from the bank is manifested in the fact that during the implementation of most services there is a direct contact of the client with the employees of the bank or with banking equipment (ATMs), as well as the use of software products offered by the bank. As a result, the client is involved not only in the process of use, but also in the process of production and provision of services. ubiquity technical means interaction with customers, on the one hand, allows to some extent "separate" the service from the bank, but, on the other hand, each product is "tied" to a particular bank. Accordingly, the bank must build its relationships with customers in such a way that they form favorable attitude to the bank.

Variation in quality banking services is due to the fact that the quality of each service depends on the specific conditions for its provision. From this point of view, the main factors influencing different quality, are the qualifications and personal qualities of the bank's employees, its internal culture and the quality of management. In order to reduce fluctuations in quality characteristics and protect the interests of customers, banks develop standards for the conduct of their staff and standards for customer service.

Contractual nature of service due to the fact that for the provision of most banking services, it is necessary to conclude a civil law contract that regulates the relationship of the parties. The assumption by the bank and the client of mutual rights and obligations implies the need to explain to the clients the content of banking services and the terms of the contract. Together with the abstractness of services, this property determines the strengthening of the educational focus of banking marketing.

Linking banking services to money determines the increased dependence of banking products on the state of money circulation and the foreign exchange market. Crisis phenomena in the money and foreign exchange markets distort the preferences of customers in relation to banking products and even provoke the rejection of some of them. For example, the stabilization of the ruble exchange rate led to a drop in the popularity of products with embedded foreign currency options. And rising inflation and rising interest rates during the financial crisis reduced the demand for mortgage loans, but stimulated the creation of such loan products that would insure interest rate risks not only for banks, but also for borrowers. On the contrary, in conditions of relative financial stability, the demand for long-term loans returned to the pre-crisis level, even taking into account rather high rates. Therefore, when developing and promoting their products, banks should take into account, along with their competitive position in the banking market, the general situation in the money market, forecast the dynamics of the main macroeconomic parameters that affect the change in the characteristics of demand for banking products.

In addition to the listed basic properties, banking services have other additional characteristics that determine their specificity. These include: the length of service in time, the secondary needs satisfied by banking services, the lack of exclusive rights to distribute new services.

As mentioned above, the specific features of banking marketing are largely due not only to the properties of the services provided by the bank, but also to the special nature of the banking services market.

Characteristic features of banking services:

Use of borrowed funds.
individualized character.
Closing for third parties.
Maintaining the existence of a public institution.
Client dependency.
The need to optimize customer service different parameters.
The dependence of the stable operation of the bank on the trust of customers.
The bank's profit is the result of constant, sustainable work.
Relatively long time span.
information capacity.

The issue of applying marketing does not depend on the size of the bank, but on its intentions, plans, and positions. A comprehensive, complete, comprehensive application of marketing is quite expensive for any business entity. In practice, the use of individual cost-effective elements of marketing activities is more common. Thus, high cost cannot be elevated to the rank of bank marketing features.

A generalized approach to marketing in a bank is presented in Table. one.

Table 1.

Features of banking marketing	Features of banking services
Differentiated approach to banking services
Universalization of activities	The need to optimize customer service
	Borrowed funds. Communication with client and bank risks. Client dependency. The need to serve different customers. Dependence of stable work on customer trust
Analysis of decisions, actions, intentions of power structures in relation to the banking system. Analysis of the economy of the country, regions, sectors, markets	Rigid state regulation. Customer dependency
Sustainable cooperation with clients: establishing, maintaining partnerships, trusting relationship	Dependence on customers, their trust

The bank's dependence on its customers leads to the need for optimization client base, to the need to analyze the 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 about the needs of customers the bank will have, the more fully and accurately the bank will be able to coordinate its own and client interests and thereby maximize its profit.

The need to optimize customer service leads, as has been shown, to the need for differentiation of banking services, universalization of the bank's activities, and optimization of 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 development of banking products. The bank has to coordinate the movement of money and their equivalents of different amounts and different urgency. The possibility of creating many banking products depends on this. For example, the possibility of a bank buying a particular bill offered by customers depends on the availability of free funds in sufficient quantities, on the possibility of attracting them for the purchase of a bill, on the presence of customers who would be interested in buying this bill, etc.

The stability of a bank depends on the trust of its customers. As 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 the appropriate adjustment of the client base.

A characteristic feature of banking services is that they have a relatively long duration. In practice, this is mainly reflected in the ability of bank managers to consistently cooperate with clients, establish and maintain partnerships and trusting relationships.

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 should be clearly debugged, include high-tech and scientific technologies for operating with marketing information in a commercial bank.

In table. 2 shows the features of banking marketing, corresponding to each of the features of banking services.

Table 2. The dependence of the features of banking marketing on the features of banking services

Peculiarities	Specificity of bank marketing
Exceptional: Functional role in providing the economy with means of payment. Regulation of the amount of money in circulation. Maintaining the functioning of the institution of money (working with money, dividing operations into active and passive)	Taking into account the socio-psychological attitude of people to money, the use of this feature when promoting banking products, when creating the image of a commercial bank
Characteristics: Use of borrowed funds	The need to optimize the bank's client base
Individualized character	System and detailed analysis bank client base
Privacy to third parties	Difficulty in obtaining and maintaining banking marketing information
Rigid state regulation	Analysis of decisions, actions, intentions of power structures in relation to the banking system, the country's economy, regions, sectors and markets
Maintaining the existence of a public institution	Use at the stage of promoting banking products, when creating a positive image of a commercial bank
Customer dependency	The need to optimize the bank's client base Analysis of the economy of the country, regions, sectors and markets, decisions, actions, intentions of the authorities in relation to the banking system Sustainable cooperation with clients, establishment and maintenance of trusting partnerships with clients Systematic and detailed analysis of the bank's client base
Optimization of customer service of different parameters	Differentiated approach to banking services Universalization of banking activities Optimization of the bank's client base Using this feature at the stage of creating banking products
The dependence of the stable operation of the bank on the trust of customers	Optimization of the bank's client base Sustainable cooperation with clients: establishing, maintaining trusting partnerships Systematic and detailed analysis of the bank's client base
Profit the result of constant, sustainable work, not one-time events	Using this feature at the stage of promoting banking products and at the stage of forming a marketing strategy
Relationship with client and banking risks	Optimization of the bank's client base. Using this feature at the stages of developing banking products, pricing, developing a marketing strategy, promoting banking services
Relatively large length of banking services over time	The need for sustainable cooperation with clients: establishing, maintaining partnerships, trusting relationships
Information capacity	Usage high technology in working with bank marketing information

The revealed specificity of banking marketing is not fully taken into account by the Russian commercial banks that function today. Taking into account the separation of the features of banking services into exceptional and characteristic in banking marketing will allow commercial banks to create conditions for sustainable development.

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