Banking marketing - business activities aimed at getting to know and adjusting to market needs and impact on demand and supply, taking into account the requirements and p of final buyers. Thus, the concept of marketing means that the starting point for business activities is the needs and requirements of the end-users, as well as adapting to changing market conditions and influencing the market to achieve their goals.
Banking Marketing is a system of integrated bank activities available to meet the needs of the market, satisfying these needs with their products, creating demand for these products, as well as searching for new markets or market niches and shaping and consolidating a positive image of the bank in society. The origins of bank marketing
Before the banking market has reached its present shape, it has gone through 5 different stages.
First stage - is defined as a distribution or sales era. Previously, banks were treated as temples, bank officials were recognized as more important than other citizens, and customers were treated in a targeted manner. Ultimately, however, the emergence of high competition and demand-side changes in the financial services market has led to over-supply of services in relation to reported needs. More and more banks are looking for ways to stand out from the competition. Advertising began to be used in the press, television, various forms of promotion were used, for example, various kinds of gifts were distributed. These actions aimed at attracting as many customers as possible and getting them to use the services of the bank.
The second stage - the first time they applied the promotion of capitalist banks. They quickly realized that an attractive offer can prepare everyone, but the problem is to maintain a loyal customer. Developed programs have been developed in developed countries. Measures to remove the physical and psychological barriers between clients and bank employees have begun, and it has been recognized that customer acquisition through friendly, courteous and competent customer service. Changed the decor of the banks, more accessible (min replaced the grilles in the windows with glass). Special training was organized for employees to stimulate the pro-attitudes of all employees.
The third stage - marketing as an innovation - consisted in the continuous introduction of innovations, the use of modern technology and technology to improve customer service. Innovations such as credit cards and ATMs have been introduced. However, the advantage gained in this way was not sustainable as new services were easily copied by competitors. Due to the variety of innovative strategies implemented, banks that have implemented offensive strategies have become leaders in new services. On the other hand, the banks that introduced the defensive strategy were the followers of the leader. Marketing as a positioning is the stage in which banks have begun to use the actions referred to as positioning the bank in the minds of the customers. Banks have created their image in various ways, as safe, friendly, profitable, secure banks. Various types of advertising slogans were used, for example, Bank Przemysłowo-Handlowy - "The bank that thinks about you", mBank - "maximum benefit and convenience" or Getin Bank - "Bank for you". In order to personalize their images, banks have developed their own logo. The logo with symbols and colors determines the nature of the bank, the unit becomes more noticeable to the customer, easier to distinguish.
The fourth stage - marketing is considered as a long-term research and planning activity, which aims to formulate a development strategy in a specific perspective. To succeed, it is necessary to plan and implement marketing activities, and then to control its effect. In addition, it is essential to train all employees and to integrate their work accordingly. Bibliography
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