Marketing Channels of Banking Products and Services in Contemporary Business Environment

Kanali distribucije bankarskih proizvoda i usluga u savremenom poslovnom okruženju

Aleksandra Rakita

📄 Download PDF

Issue:

47/1

DOI number:

UDK 658:336.7

JEL classification:

G21, M31

Abstract

Marketing application in banking is dating back to the 50s of 20th century, and since then its role is constantly changing. His modern role of synthesis of analysis, planning and control of the bank in the financial markets, achieved by the use of instruments of marketing mix (product, price, distribution and promotion). The paper is an analysis of the distribution function, and is primarily an overview of the modern distribution channels of banking products and services in the US, as the most developed markets and global trends carrier. In the paper is drafted the compari son of traditional and alternative distribution channels, in order to compare their advantages and disadvantages with the aim to find the optimum balance between them with the purpose to, on the one hand, meet customer needs, and on the other increase the efficiency of banking operations and lowered costs.

Apstrakt

Primena marketinga u bankarstvu datira iz 50-tih godina XX veka i od tada se njegova uloga neprestano menja. Svoju savremenu funkciju sinteze postupaka analize, planiranja i kontrole banke na finansijskom tržištu, postiže primenom instrumenata marketing miksa (proizvod, cena, distribucija i promocija). U radu je izvršena analiza distributivne funkcije, a prvenstveno je dat osvrt na savremene kanale distribucije bankarskih proizvoda i usluga na tržištu SAD-a, kao najrazvijenijeg tržišta i nosioca globalnih trendova. Pri tome se pošlo od komparacije tradicionalnih i alternativnih kanala distribucije, kako bi se uporedile njihove prednosti i nedostaci u cilju pronalaženja optimalnog odnosa između njih da bi se, s jedne strane, zadovoljile potrebe klijenata, a sa druge povećala efikasnost bankarskog poslovanja i snizili troškovi.

References

Complete contents of the issue: