Zhavoronkova O. Marketing in bank activity

Process of becoming and development of marketing activity of financial-credit establishments. Deepening of theoretical ground and work out of methodical recommendations on application of marketing activity in banks, ways of her subsequent perfection at the level of separate banks and banking system on the whole. Methods: analysis and synthesis, logical generalization, graphic method, questionnaire. Theoretical-methodical bases, and also applied tool of perfection of marketing, in bank activity are explored. Basic directions of the use of marketing on the basis of partner relations which are instrumental in growth of level of competitiveness of banks are grounded. The necessity of expansion of activity on information of clients, which is most essential for development of partnership with them, is proved. The conduct of domestic consumes of bank services is explored, on the results of which offer methodical bases of estimation of quality of bank services, new criteria of estimation. Segmentation of bankclients on principle of life cycle of man is offered. A client database which contains information necessary for development of marketing on the basis of partnership is considered. The analysis of financial possibility of different segments is conducted. Banking system of Ukraine, educational process.