The use of new marketing technologies advancement lending products on the market and their significance for improving the financial performance of the bank

In the era of globalization and integration of financial markets of particular relevance is the problem of ensuring effective activity of banks. Thanks to a sharp increase in cross-border movements of goods, capital, personnel, services and information within the many markets and business sectors actively leveled, there is their mutual convergence. Therefore, before banks came to the fore the need to rethink the strategy of competitive advantages and determination of their place in the markets. It should be noted that in recent decades the banking sector has become one of the most dynamic and high-tech economic activities. Constantly expanding range of banking products and services, improved banking technologies, increasing the capacity of the banking business, and together with them – and the level of competition in banking markets. Each credit institution is interested in attracting more customers, therefore, carefully developing Bank marketing. The experts engaged in this activity is to examine various aspects of market relations, in order to make timely changes in policies of the Bank. In addition, should be based on the desires and requirements of consumer groups. In fact, Bank marketing is a complex of activities that include planning, action, analysis in financial market, implementation of specific programs and further its promotion. Since the main goal of any commercial Bank is profit and its maximisation, specialist in marketing must create the conditions that meet the interests of the two parties: credit institutions and customers. Bank marketing involves the following functions:

The information base. The study and selection of specific methods and techniques of marketing. Development of measures on promotion of banking services in the market. Conducting a good advertising campaign.

Marketing of banking services is based on the development of specific programs of promotion of a particular product. Drafting a strategy involves the study of market needs and potential of credit institutions to provide the desired service. Of course, it is necessary to conduct a predictive assessment in question the profitability of this project, which will give the grounds to confirm the feasibility of its implementation. The most common are considered the concept of leadership, concentration and differentiation. If Bank marketing is based on strategy of leadership in cost reduction, all further activity of the Bank aimed at minimizing costs. Typically, it is used in cases of high competition, that is, when lending institutions offer similar services in similar circumstances. Indeed, in such circumstances, greatly increasing demands from customers. Often this strategy is used by larger banks to implement large-scale programs. When the strategy is called focus or concentration, the Bank chooses a single segment of the market, which is being developed under a specific product. It is assumed that the specialist all their attention directs to the satisfaction of narrow desires of consumer groups. As a rule, credit institutions are seeking such a segment that is not yet interested in the competitors, because then greatly increase the chances of success. A striking example of the concentration strategy is the activity of the specialized banks. And the third type of strategic approach lending institutions in marketing activity is the opposite of the previous one and is based on the involvement of the client group a wide range. That is a specialist engaged in the development of the banking product with such properties and distinctive features that would be equally attractive to all categories of consumers, for example, the introduction of a new type of lending. In our country Bank marketing is evolving and gradual introduction. However, it is worth noting that the development of any program for the promotion of services requires a significant investment. That is why many lending institutions are hesitant to apply the Bank marketing. Public financing can ease the situation, but so far the budget is not enough. I would like to highlight the problem of lack of skilled workers, specializing in marketing activity. Still the promotion, because the banking system is improving each year. Banks, competing with each other for attraction and placement of resources, encourage clients new products and services, expand customer base, differentiate distribution channels and provide round the clock availability to maximize the number of transactions. In this regard, the importance of the allocation policy of banking products and services, which necessitates the effective management of distribution channels on the basis of their comprehensive and systematic evaluation. In modern economic literature the study of banking marketing policy have been studied by many researchers but still there is no methodology for assessing banking e-Commerce network. Recently gaining popularity of remote distribution channels of banking products and services, based on the use of new information technologies. These include:

ATM; systems of electronic payments at points of sale of goods and services; electronic communication systems; banking services; Internet banking and Telebanking.

Consider what a banking product. One of the definitions implies it is the witness (or document) that was issued by a financial organization to serve its customers and relevant transactions. For example, the consumer lending product is referred to the credit agreement that governs the relations of the parties to the transaction. It is noteworthy that banking product for a very long time a clear definition had not. But through long debates on this subject and analyze the peculiarities of financial institutions turned out to be to identify those elements that are its components. For example, the basic element is the technology that defines the type of a product. These include savings and current accounts customers deposits and loans. It is believed that in the near future the Deposit some will lose their positions in terms of importance. The lender will be more interested in the financial condition of the borrower. The decrease in attention to material support will cause activation of entrepreneurs who want to start their own businesses, bankers believe. Very often banking product confused with service. In accordance with the above definition, Bank is the product of the following types:

currency transactions; credits to enterprises and commercial paper; savings Deposit; storage of different values; checking accounts; lending to the state.