Kotelevska Y. Forming of marketing strategy of advancement of bank products

Object of research: the activities of banks on marketing of banking products; Objective: development of theoretical positions, methodological and application of a marketing strategy to promote banking products to increase customer loyalty, research methods and apparatus: a method of theoretical generalization, graphics, expert, matrix, observation method of correlation-regression analysis; theoretical and practical results: the sequence of process steps to promote banking products, which is the difference between the consideration that different groups of consumers on banking products - different ways the same quality of banking products at one time or another, methodical approach to the formation of marketing strategies to promote banking products feature of which is consideration of consumers' perception of their quality and develop measures to increase consumer confidence in the bank list features the use of components of bank marketing in view of specificity of the banking product as an object of consumption in the financial market on the basis of separation of its basic concepts and specifications their role in building a stable (in time) relationship between the bank and consumer banking products, the definition of "bank product", which unlike existing ones, based on the grouping of banking services that combine the necessary banking transactions listed determined based on market research in consumer needs for banking services; methodological support growing customer loyalty banking products to the bank-based system proposed alternative strategic marketing, a difference from the existing level of penetration is the incorporation of the bank market and the level of consumer confidence in him; instrument definition of interdependence influence the level of consumer confidence in banking products and the efficiency of banks, which is the difference between the developed correlation-regression model, which enables the use of forecast financial performance of the bank and their impact depending on changes in consumer confidence in the bank; the degree of implementation: design implemented in practice PJSC "Raiffeisen Bank Aval" RURB JSC "Erste Bank", OJSC "State Savings Bank of Ukraine"; Scope: a marketing strategy to promote banking products