Functions - planning of marketing activities, implementation, monitoring and adjustment. Marketing helps to develop strategic plans for the bank, which in turn determine the role of marketing in the bank.
Marketing Service of the bank is focused on the consumer. However, marketers should consider the opinion of other departments and work with them in the development of plans to ensure the achievement of common strategic objectives of the bank.
Realizing its role in the bank, marketers are in the process of marketing. The focus of marketing is the customer.
The bank divides the market into segments and chooses for himself those that provide the best opportunity for him.
To ensure normal operation in each direction on marketing should begin with the preparation of planning documents that take into account the full scope of services. The main part of the marketing plan includes a review of plan marketing activities, market analysis, opportunities and threats, challenges and issues, marketing strategies, action programs, budget and control.
The transition from marketing strategies to marketing actions include three key elements: action program defines the main tasks and activities necessary to implement a marketing plan, indicating the performers and the timing of the work, the organizational structure defines the tasks and powers of officers of the bank marketing, as well as coordinate their efforts; decision-making system and the rewards of marketing the bank's co-ordinates these types of marketing activities such as planning, information, budgeting, compensation, promotion and training.
Well-designed program of action, efficient organizational structure and decision-making system and ensure effective implementation of incentive marketing plan.
Given the above concepts let us consider, in relation to the bank, developed the theory of marketing models and methods for analyzing the behavior of buyers in the market of potential customers, consumers and corporate clients, as well as the specifics of their service. Isolation of two classes of customers based on the following interpretation of the concepts of consumers and customers in a classic marketing: "Consumers may be anonymous to the company, customers can not be anonymous.
Consumers are served as part of a mass or as part of a large segment, customers are serviced on an individual basis ... consumers served by someone who currently can service, customers are served by a professional ... ... working for them. "As to our definition of the customer's bank, this classical marketing to customers are treated as" consumers "and" clients ", then their differences will be using the terms " client-consumers "and" corporate clients ".