Abstract
The gist of this article boils down to improving the efficiency of the bank’s marketing policy in a pandemic. The growing needs of buyers, the growth of non-price competition and the supply of goods and services on the market indicate the relevance of the problem of forming a marketing policy. Factors such as imperfection of market relations, inflation, low population growth rate, high level of income differentiation of the population are characteristic of the Russian market. The article stresses that it is necessary to conduct a marketing policy competently in order to ensure the return on capital and a stable position in the market. The main hypothesis is based on changing consumer preferences. The marketing research was conducted by a survey method in the form of a survey of respondents. The aim of the study was to determine the strengths and weaknesses of the organization providing credit products. A survey of consumers of credit products made it possible to determine vectors and control points when choosing a product by a consumer. This, in turn, made it possible to determine the parameters of the loan products, which need to be changed in order to increase the degree of customer satisfaction. The criteria for choosing a loan, the preferred channels for obtaining a loan and the attitude towards credit institutions that provide loans have also been determined. The article presents the activities that determine the marketing policy for future periods.
Highlights
Today in the context of competitive market relations, organizations need to develop a suitable marketing policy that would meet the current situation in the country and the world, the direction of its development, and match the preferences of consumers.The growing needs of buyers, the growth of non-price competition and the supply of goods and services on the market indicate the relevance of the problem of forming a marketing policy
Factors such as imperfection of market relations, inflation, low population growth rate, high level of income differentiation of the population are characteristic of the Russian market
The article stresses that it is necessary to conduct a marketing policy competently in order to ensure the return on capital and a stable position in the market
Summary
Today in the context of competitive market relations, organizations need to develop a suitable marketing policy that would meet the current situation in the country and the world, the direction of its development, and match the preferences of consumers. The growing needs of buyers, the growth of non-price competition and the supply of goods and services on the market indicate the relevance of the problem of forming a marketing policy. Factors such as imperfection of market relations, inflation, low population growth rate, high level of income differentiation of the population are characteristic of the Russian market. In the structure of the banking sector, a significant share is occupied by banks with state participation - as of Q1 2020, the share of state-owned banks in the total assets of the banking sector is 72% In such conditions, to ensure the return on capital and a stable position in the market, it is necessary to competently conduct a marketing policy. Achieving a high market share in this segment requires careful study of consumer behavior and consumer choice criteria
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