EMPHASIS USE ACTIVITY MARKETING IN THE BANKING SYSTEM

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1 EMPHASIS USE ACTIVITY MARKETING IN THE BANKING SYSTEM Valeria Arina MIRCEA, Dana Gabriela SISEA Valeria Arina MIRCEA: Associate Professor at Faculty of Economics, Ecological University of Bucharest, Romania, Dana Gabriela SISEA: Lecturer at Faculty of Economics, Ecological University of Bucharest, Romania, Abstract XXI Century came with major changes in all fields, but especially in domestic and international banking. In the future, banking marketing will be increasingly influenced by the evolution of gross and structure of banking activities, both national and international. Today, the banking sector is a buyer's market. The organization of marketing activities determines the performance of the banking institution in the market, therefore, the creation and development of optimal organizational structure becomes an imperative of the time. Marketing research provide informational support needed at all stages of decision making. Through the use of concepts, methods and techniques of market research is done specifying the measurement, collection, analysis and interpretation of marketing information. All this leads to a better understanding of the environment in which the banking institution, and for identifying opportunities, evaluating alternative marketing actions and their effects. Marketing research on the banking market is a complex process that includes two basic directions: banking market research and market strategy development and implementation. Keywords: marketing, banking, marketing research, information system JEL Classification: M31, G21 Introduction: Today, organizations struggle to shape new ways to create their own picture, strong consumer, which means a model of education through valuable content. Creating a successful marketing involves much more important issues than a simple realization of a new product at a very good and distributed target segment. Institutions need to communicate effectively with both current customers, but also with the potential by making well-developed promotional strategies. In the sphere of banking products and services, the attraction and retention of customers is more difficult than in the sphere of consumer goods. Characteristic today is customer orientation, to its loyalty and, ultimately, to a marketing starts from the customer. According to his theory Kotler & Keller (2008), concept development banking institutions regarding attitudes towards the use of marketing has undergone five stages, which are highlighted some fundamental components of marketing in the banking field: marketing 58

2 means: advertising, sales promotion and publicity; smile and distinguished atmosphere; segmentation and renewal; market positioning; analysis, planning and control. Introduced modern marketing within banking and financial institutions in Romania the concept of financial products and banking services product differentiation no longer so visible. Among the reasons mentioned: promoting services are difficult financial and banking market in the absence of tangibility character led to the allocation of items tangibility customer service so that they can be readily saleable, promoted and accepted by consumers; using the concept of banking product enables banks to create financial products through a portfolio of services group. We believe that the development and diversification of banking services and products are resultants of major social forces that led to the appearance of new favourable opportunities, but also new difficulties for institutions (Berea & all., 2008). Role of Marketing Information System in the bank Decision-making in marketing the bank cannot be conceived without a well-organized and adapted information system requirement. The function of research is considered a marketing analytic function. There is a need to establish a new function within the bank that consists of the collection, processing, analysis, storage, distribution and transmission of data needed for the correct decisions and timely. This function is usually performed by the department of information or a special - marketing information system. The information provided by this department is necessary not only to marketers and managers taking strategic decisions - it can be used by any subdivision of the bank for the purpose of forecasting and planning, taking into account, of course, the hierarchy of access to different types of information. Marketing Information System in the Bank must fulfil the following functions, among which we mention: Providing quality information; Ensuring the preservation, transmission and distribution of data collected; A systematic analysis of current data and those from the archive, taking into account the indicators needed to manage marketing in the bank; Providing consumers access to the data relative about the bank's private; Development of newsletters; Improving the methods used. For proper functioning of the information system of the bank, the bank needed to be technically equipped to accordingly. This equipment includes: The presence of computer and communicational networks inside the bank so there is no hindrance in the development and distribution of integrated information flows; A high level of qualification of the users of the system; Possibility of connecting to local and global networks; Development and implementation of indicators of work; Use this system to solve strategic marketing issues. Banking Information System - consists of all means and methods of collection, processing and transmission of information, representing an assumption of good organization, business management, coordination and control, and to the operative (Cocris & Chirlesan, 2008). The design, organization and functioning of the banking information system affects the quality and efficiency of banking. 59

3 The banking information could be presented as (Căpraru, 2010): Marketing research provide informational support needed at all stages of decision making and represents work through which, by means of concepts, methods and techniques of scientific investigation is done specifying the measurement, collection, analysis and interpretation of marketing information. This research is dedicated to the management unit for a better understanding of the environment in which it operates, and for identifying opportunities, evaluating alternative marketing actions and their effects. Marketing research on the banking market is a complex process that includes two basic directions: banking market research and market strategy development and implementation. Marketing research aims to: analyse banking unit itself; identification and study of current and future markets; analyse the marketing environment; identification and evaluation of customer of consumer needs; analysis of consumer behavior; studying marketing mix. Banking fierce competitive environment requires a systematic investigation of the present market, and has the potential. Research is an essential tool in planning the marketing strategy of the bank and the following aspects: Image bank (vis-à-vis competing banks); Banking products and services (a difficult area to explore, as services are intangible); Advertising the bank; Location (distribution branches and their availability); Pricing (cost analysis services, compared to those of competitors). Marketing research process includes a series of steps, which we will elaborate further, but on the concrete realization of market research experience and traditions basically depends on the bank's goals, qualification executants research. 1. At first, the problems is focused on setting goals and tasks with essential importance for research findings and determine the methods to be used. The difficulty is caused by the fact that the real problem may be a part of a global problem, which is highlighted at the time. Frequently, the goal of marketing research is to evaluate the potential banking market developments and trends. In this case, the research is very important in planning alternative bank management decisions: a new product launch, achieving an advertising campaign, changing priorities in financial instruments, as research focused on increasing sales of new service will differ from research on the assessment of the bank's image. Later research 60

4 purposes will be transformed into concrete tasks. This will be done through the formulation of research questions, depending on the information requested. 2. At the planning stage of marketing research, the choice of methods is essential information. They offer up to date information, complete and accurate. Aspect of basic research plan is to define the work plan (size research methods related to the audience: direct questioning, by mail, by phone). 3. Collecting information marketing is done by developing marketing research plan that gives this process correct targeting search useful information. It is one of the most difficult stages that determine the outcome of this research, because it follows the behavior, speech, opinions, ideas, reactions and even the silence of the research object. Collecting information is accomplished in many cases by the bank. But in these cases requires impressive amounts of money, and assuming the loss of time. In addition, the bank cannot always guarantee the accuracy of the information gained. 4. Analysis of collected information and results through statistical methods of data processing and interpretation aims to extract the necessary details and conclusions bank activity. Submission of information marketing is depending on research purposes and may be in the form of charts, diagrams, graphs etc. Marketing research results in the form of report data analysis, statistics, and interpretations of various issues, conclusions and recommendations. 5. Based on accumulated data bank service marketing, leadership decisions are made, aimed at improving the situation or conditions of activity of the bank. Market research includes analysis of such banking issues such as the needs of potential consumers in the market competing proposals; Subjects market work; advertising, studying possibilities of the Bank, including the Bank's analysis of economic activity, production costs of bank production, stimulate spending and advertising. Status banking sector is a direct reflection of the general state of the economy. Therefore, banks are interested in normalizing circuit lending money order and relations at the micro-and macro-economic development of the country, increase income levels and general welfare, and that is very essential for political stability. Research should be noted that the accuracy depends on many factors, including: The volume of information retrieved; Choosing representative group; Method of data collection; Methods for establishing contacts. An important area of marketing activity you bank communication policy development and implementation. This assumes greater importance and unique content in terms of lack of effective relationships, long-term real customer. In this case the bank is forced to steer policy and promotion to attract new clients and maintaining effective communication with customers constantly. Motivation calls customers in the banking services of particular importance. Factors shaping consumers' motivations: the need to appeal to a specific service of the bank, the existence of the necessary information about the product and about the bank can choose from several service options proposed by the banks in the market, the price, banking, preferences consumers, the number of consumers, and their income. Gathering and analysing information from research (financial situation of the bank's clients, the types of services advertised in the market, the costs to produce a unit of banking service, the benefit amount received from the sale of a production unit banking) allows useful conclusions on solvency and competitiveness shares in the banking market. The methodology for determining the solvability or customer competitiveness can be a "know-how" commercial bank, drawn by its economic service. 61

5 Marketing policies and their role in ensuring the competitiveness of commercial banks Adoption and successful implementation of the marketing concept as the basis of the whole strategic and tactical decisions, which are used in the management process and the underlying actual existence banking institution, requires consideration of the following four elements: Satisfying customer desires - vital aspect of the marketing concept, without which the bank's financial objectives could not be achieved; Return - customers are not satisfied with any price, because there is a balance between the degree of satisfaction of desires and gains achieved as a result of effort; Co-workers - all employees should understand the importance of marketing and work in the spirit of marketing concept. Employees' needs must be satisfied, taking into account the importance of controlling costs and maximizing revenue; Social responsibility - the bank must be sensitive and aware of what the community in which medium works. Depending on this, it must adopt a responsible behavior. Any decision marketing strategy to generate market success has to be focused on the development, maintenance and communication of competitive advantage. Developing competitive advantage can result from a mix of original algorithm marketing policies that create value for customers and cannot be easily imitated by competitors or simultaneously implemented. Bank marketing mix according to the literature, includes an expanded number of policies compared to the marketing mix of the goods. This is explained by the nature and specificities of banking services. The four policies classic mix (product, price, promotion and placement) are combined with other specific policies to banking - interest rates policy processes, relational policy, personnel policy and politics presentation. However, we must emphasize that the two components of the traditional mix (product and distribution) undergo significant changes in the scope of banking services. In general the commercial banks are considered to be essential elements: content providers, the material elements of the services, personnel contact and communication about the product. Banking products and services range is extremely wide. The size range of banking products depends directly on the participation of the product to the bank's profitability and the intensity of current customers turn to each service; positioning in relation to competing products. Thus, development of new products the bank is justified in two ways: existing customer needs evolve and new products are required to meet them; new products are likely to attract new customers to the bank. The essence of all policies of banking product consists of product-client relationship. A fundamental aspect of the product is the quality. This, in turn, generates a number of advantages: greater customer loyalty, a repetition frequency of business, reduced vulnerability to price policy, ability to practice a relatively higher price without affecting the market share of costs marketing smaller increase market share. Quality of service is defined as "the ability of the bank to meet or exceed consumer expectations", the "expectations" it stands to reason that consumers imagine, they want from a job. A specific feature of banking is that, given the differentiation otherwise, is depleted, the quality strategy becomes paramount. In this case, the emphasis is on: improving quality; maintaining quality; qualitative differentiation. According to American experts, there are five dimensions that define the quality of banking services: credibility; tangibility; responsibility; kindness; empathy. The problem of maintaining and tracking banking products is a very important aspect of the product policy of 62

6 a bank. In general, the products "older" very slow. However, at some point there is a need to improve them after a certain period of time. Banking products are not subject to wear and are less exposed material obsolescence. Clientele, regular time with the use of a particular product, will oppose some resistance when you question his disappearance. Life expectancy of a banking product is very long, and its disappearance causes must be sought in three directions. First, it should be noted that a large number of banking products were created at the initiative of the public authorities. By changes in legislation or introducing certain regulations, such products may be eliminated or, at best, will be affected by certain characteristics of them. Second, resolve the interchangeable with other products, which have superior quality characteristics. Two of banking products popular and widely used - letter of credit and letter of credit - currently considered outdated. Consequently, they were replaced with the transfer, travel check etc. Third, it should be noted that the bank will give a product if its profitability will become low. Efficient methods of organizing marketing activities in commercial banks Commercial banks are forced to pay attention to competitors, to acquire competitive battle rules, learn to react properly to them. The key to success in the market and, consequently, increase the benefit consists of customers. From concept to improve production, marketing oriented social-ethical conception today, centred on the consumer and society. The implementation of bank marketing concept dictates special conditions. It was found that studying customer base, ongoing expansion of its increasing volume of services rendered, consistent development and implementation of new banking products in correspondence with increasingly demanding customer requirements, market systematic study consumer banking products, active service, multilateral and qualitative of each client, the permanent expansion of assortment of banking products proposed each market segment of customers, studying systematic and increasing use of bank marketing opportunities contemporary - all these are in the process of solving problems of marketing services in the commercial banks. Marketing service from the bank of can be: a component of commercial bank lines of activity; independent direction of activity of the bank; a tool to coordinate and control all activities of bank. In this context, commercial banks using different ways of organizing marketing service. A unique scheme, ideal for achieving marketing activity in the bank there. Banks use various forms of organization, depending on the specific market and production nomenclature banking, internal and external factors, and the actual situation on the market. Marketing organization within the bank can be: by product, by customer segments, geographic, functional matrix. Concrete forms of operation of the marketing and business directions may differ substantially, depending on bank size, specialization and environmental conditions in which it operates. Banks in organizing marketing scroll through these steps: create a marketing management organizational structures; the selection of specialists in marketing and improving their skill level; the allocation of tasks, rights and responsibilities of employees Marketing services (job organization, providing the necessary information, providing technical means); organizing effective marketing service interaction with other functional services of the bank. In the device management, marketing department coordinates and provides control plan sales strategy. A considerable part of the operational issues concerning the conduct of market and product are solved at the lower level of service given by the manufacturer 63

7 directly. Thus, the structure of bank marketing service should provide the following operating conditions: flexibility; mobility; adaptability. It should be noted that the simplicity of the structure lead to greater mobility management system. The decision-making process is one operative. Organization of marketing in banking involves creating a mentality that will include the following elements: principle of tolerance; ability to listen; simplicity and pragmatism; creative approach; development of new methodologies, special concrete for a market study. Conclusions Development and promotion of bank marketing can be driven by: the development of projects for the implementation of marketing in the commercial banks and will be subsequently demonstrated results and performances; creation and training departments (services) marketing in the banking structures; permanent monitoring and raising the level of professionalism of bank clerk. For this purpose to be taken such actions as: the study of international experience in the field, expanding collaboration and application of modern methods of instruction and training. We believe that professionalism human factor determining satisfaction at the highest level of customer requirements and profitability of banking; creating an information base on the bank, which would cause marketing program bank and thus the results of banking; organizing national and international conferences in bank marketing problems that would stimulate the exchange of opinions and experience, collaborative relationships among participants; developing teaching materials that would be used to overcome the current problems of the bank. The organizations of marketing activities determine bank performance in the market. Hence, creating and developing optimal organizational structure becomes an imperative of the time. Marketing will get increasingly more bank in the consciousness of all workers. Reshape competition as a result of marketing, bank clerk profile, mentality, behavior, personal image and corporate identity. References Kotler Ph., Keller K.L., 2008, Managementul marketingului, Ediţia a V-a, Editura Teora, Bucureşti Berea A.O., Grigoruţ C., Balaceanu V.A., 2008, Evaluarea afacerilor. Managementul financiar şi realizarea performanţelor, Editura Bren, Bucureşti Cocris V., Chirlesan D., 2008, Economie bancara, Ed. Universitatii al. Ioan Cuza, Iasi Capraru B., 2010, Activitatea bancara, Sisteme, operatiuni si practici; Ed. C.H. Beck, Bucuresti 64