Koval Natalij, Candidate of Economic Sciences, Associate Professor Vinnytsia National Technical University, Vinnytsia, Ukraine

ORCID ID: 0000-0002-7293-3331
e-mail: nokoval@gmail.com

Peculiarities of Banking Product Formation in the Context of Marketing Innovations

Abstract. Introduction. The article examines modern conceptual approaches to the features of the banking product in order to increase the competitiveness of modern commercial banks. New scientific approaches to bank management, as well as assessing the innovation of the banking product are considered. The factors of the growth of qualities and competitiveness of banking services are analyzed. It is also determined that if the Bank adheres to the concept of intensification of commercial efforts, then the main attention is paid to the implementation of measures to stimulate the sales of its product (that is, the provision of various services). The quality of banking products is difficult to evaluate, since the criteria used for such an analysis are difficult to assess. Among the criteria of quality of banking products distinguish speed and accuracy of service, unique product advantages, availability of additional services, etc. The banking service characterizes the level of competitiveness of the work of a commercial bank based on the determination of the peculiarities of pricing and the stages of sale of a banking product in the financial market.

Purpose. The purpose of this study is to identify and create the necessary conditions for the adaptation of a banking innovative product to market requirements, increasing the competitiveness and profitability of the bank itself.

Results. A banking product that is being implemented in the form of services, certain types of investments, exchange of capital and other operations, requires unambiguousity in its definitions, terminology needed to determine the volume of product, accounting and exchange between the participants of the banking process. In order to create a highly organized system of commercial banks in Ukraine, which is an integral part of a market mechanism in the country’s economy, it is necessary to form and develop a wide network of banking products based on the study and application of positive experience in developed countries, especially in terms of modern trends in the development of the activity of the system of commercial banks, as well as their functioning and improvement of the products they provide.

Conclusions. The orientation on the concept of improving goods (products) leads to concentration of the main efforts of the bank on constant improvement of quality of its products. In this case, the Bank focuses on improving service, but often releases the real needs of the client. And the latter, for example, may be interested in the beneficial investment, rather than in obtaining any additional services. Obviously, the successful progress of banking products to the market and their effective implementation are possible in the differentiation of clients, identifying among them those who can be a potential product data consumer. This requires the use of a flexible marketing strategy, the use of various forms of banking management in providing banking products to buyers. In order to survive in a competition, banks must enter into practice new types of services, to put the interests of shareholders in the first place, fight for each client. This explains the objective need for Ukrainian commercial banks to act on the market based on the theory and practice of modern banking management in terms of marketing innovations.

Keywords: commercial bank; banking service, banking product; marketing, competitiveness; bank management.

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