Implementacija marketing koncepta u poslovnoj praksi domaćih banaka sa posebnim osvrtom na Vojvođansku banku a.d. Novi Sad

Abstract

Na hiperkonkurentskim bankarskim tržištima danas (kakvo je i tržište Republike Srbije) imperativ za banke jeste očuvanje tržišne pozicije kao i baze klijenata. Jedan od osnovnih načina jeste primena marketing koncepta. Pošto je u Republici Srbiji u završnoj fazi proces restruktuiranja bankarskog sistema, koji između ostalog podrazumeva prelazak na tržišne uslove privređivanja, neophodna je aktivna primena marketinga kao poslovnog koncepta i poslovne funkcije. Prihvatajući nove tehnologije u poslovanju učesnici na bankarskom tržištu suočavaju se sa mnogobrojnim inovacijama kako usluga tako i procesa, širokim asortimanom reflektovanim u ponudi bankarskih i nebankarskih finansijskih organizacija. Dobra kombinacija svih sedam elemenata marketing miksa (usluga, cena, kanali distribucije, promocija ljudi, proces i uslužni ambijent) omogućiće bankama privlačenje klijenata, i njihovo zadržavanje, nakon dostignute satisfakcije. Rad kroz studiju slučaja Vojvođanske banke a.d. Novi Sad analizira konkretne specifičnosti marketing miksa banke, u praksi.

At the hyper-competitive banking markets today (including the market of the Republic of Serbia) the imperative for a bank is to keep its market position and customer base. One of the main ways to do so is the application of marketing concept. Since the Republic of Serbia is in the final stage of the banking system restructuring, which among other things includes the transition to market economy conditions, what is required is the active use of marketing as a business concept and business function. By accepting new technologies in business, participants in the banking market face a number of innovations to services and processes, a wide range reflected in the offer of banking and nonbanking financial organizations. A good combination of all seven elements of the marketing mix (product, price, place promotion, people, process and physical evidence) will allow banks to attract clients, and to retain them after the goal has been achieved. Working through a case study, Vojvodjanska Bank ad Novi Sad analyzes the concrete specificities of the marketing mix in the bank's practice.