Momot O. The Integrated Bank Services and Their Introduction In Ukraine

The dissertation concerns the theoretical generalization as well as solution of scientific issue regarding the increasing of the competitiveness of commercial banks by means of integrated bank services introduction. The benefit of the integrated bank services comparing with the other bank products are determined here, as well as the benefits for economics and banking system on the whole, a particular bank including a cooperative bank and consumers of products as the result of these services introduction. The marketing strategy of promotion of the integrated bank services is offered. This strategy allows to form much cheaper bank resources by reducing the bank charge for using these resources, but meanwhile the increasing of involved resources scope will be gained as the consequence of more attractive consumer terms to be formed and multiplicative effect whilst loan process to be used. The conceptual approaches about the forming of simulation model for optimization the commercial bank marketing activity concerning the integrated bank services are developed. The simulation model takes into consideration of multiplicative effect and practical use for integrated bank services implementation.