Vinnik Yana

Group 0509A

"Features of the banking product,

BIBLIOGRAPHY:

1) Banking marketing / Ed. I.O. Lyuty, O.O. Licorice. - K .: Center for Educational Literature, 2009. - 776 p.

2) Versailles N.I. "Finance of Ukraine". 12. 2009 [p. 89-95]

3) Tatyana Grishchenko, Victoria Kurishchuk Bankivska on the right 6/2009 [p.51-62]

4) Versailles N.I. Kiriy V.P. "Finance of Ukraine" 10. 2009 [p.71-85]

5) Bankivska on the right / Ed. Vovchak O.D., Rushishin N.M. - Lviv: "New World-2000", 2010. - 560 p.

6) Banking operations / Ed. Cherep A.V., Androsova O.F. - K .: Condor, 2008. - 410 p.

7) http://www.wikipedia.org/

8) http:// www. minfin. gov. ua/

Donetsk 2011

1. GENERAL CHARACTERISTICS OF BANKING SERVICES.

The specifics of the bank is determined by the peculiarities of its activities. The result of this activity is the creation of a banking product. Banking products are:

1) creation of means of payment and

2) provision of services.

The creation of means of payment manifests itself at the level of the economy as a whole (or, as they say, at the macro level). It is known that the exchange of products of labor is carried out not in the form of the exchange of one product for another, but in the form of purchase and sale. The producer offers his product to the market. The buyer, in turn, can purchase the product he needs only if he sells his own product. In a market economy, to complete an act of sale, money is needed as a universal means of payment. Without their help, the exchange of labor between commodity producers may not take place. The bank, represented by the Central Bank, issues the money necessary for circulation, for the acquisition and consumption of material goods and the continuation of the reproduction process.

The second component of the bank's product is the services it provides. They can be classified as follows:

Banking services can be primarily divided into specific and non-specific services. Specific services are everything that follows from the specifics of the bank's activities as a special enterprise. Specific services include three types of operations they perform:

1) deposit operations,

2) credit operations.

3) settlement operations.

Deposit transactions are related to the placement of customer funds in the bank in deposits (deposits). Historically, this operation was preceded by a safe operation, when people placed their valuables for safekeeping in banks that ensure the reliability and safety of savings. Subsequently, the safety of cash began to develop into safety from impairment. People began to place their financial resources in the bank not only as the most convenient, safe place, but also in order to generate income, to save them from depreciation and inflation. For placing money on deposit, bank customers receive a loan interest.

Credit operation is the main operation of the bank. It is no coincidence that a bank is sometimes called a large credit institution. And this is true: in the total amount of the bank's assets, the main share is credit operations. Most often, due to lending to customers, the bank receives a large part of the income. In the modern structure of banking operations, however, a credit operation is not the main one. Due to the economic crisis, inflation and, consequently, a higher risk, commercial banks prefer to engage not so much in lending as in other more profitable and less risky operations (for example, foreign exchange transactions).

Settlement transactions, which are produced by the bank, can be carried out both in non-cash and in cash. On behalf of clients, banks can open various accounts from which payments are made related to the purchase or sale of inventory, payment of wages, transfer of taxes, fees and other equally important payments. When making payments, the bank acts as an intermediary between sellers and buyers, between enterprises, tax authorities, the population, and the budget. When making settlements, banks use various modern equipment that provides fast communication and technical processing of documentation received by the bank.

The three types of banking operations considered are called traditional banking operations. They acquire a touch of traditionalism, first of all, in the sense that historically, for a long time, they pass as a legacy from one generation of banks to another. We can say that these operations are the most ancient: they were carried out by the "old" banking houses, and modern large and small banks also perform them.

Part non-traditional banking services include all other services. There are quite a few of them, including:

intermediary services,

services aimed at the development of the enterprise (introduction to the stock exchange, placement of shares, legal assistance, information services, etc.),

provision of guarantees and guarantees,

fiduciary transactions (including advice and assistance in managing property on behalf of the client),

accounting assistance to companies,

representation of client interests in the judiciary,

services for the provision of safes,

tourist services, etc.

Banks are prohibited from engaging in production and trading activities, as well as insurance.

In accordance with the considered classification and depending on the subjects of receipt services provided as legal, and individuals. In practice, the set of services for both persons may be the same in various banks, only their volume may turn out to be unequal. In the consolidated list of services of Russian commercial banks, services provided to the population still occupy an insignificant share, they have yet to increase the number of types of operations for individuals (including making payments, lending to industrial and consumer needs, accepting deposits, etc.).

Since banks accumulate (collect) free funds and redistribute them, send them on a return basis to needy economic organizations, banking services can be carried out in the form of passive, and active operations. With the help of passive operations, banks form their resources (for example, through deposits, sales of certificates, loans received from other banks, etc.). Carrying out active operations, banks allocate borrowed and own resources for the needs of various economic organizations and the population.

Depending on the payment for the provision of banking services, they are divided into paid and free services. However, this does not mean that any particular type of service is completely paid or free. It is up to the bank to determine for which variety, for example, settlement transactions, it is necessary to charge a fee from customers, and for which one - not to set a fee. For a number of reasons, certain operations as part of settlement, credit and deposit transactions can be carried out free of charge.

In relation to the fee for services and, consequently, to the income of the bank, other, more detailed signs can be applied. Banking services often stand out, profitable and non-banking, expensive and cheap services. Thus, most active operations allow the bank to receive income, while its passive operations involve the payment of interest on certain types of deposits. Some banking services require a lot of labor, so their price is more expensive. For example, the processing of a letter of credit costs more at the bank than a regular money transfer on a customer's payment order.

Depending on the connection with the movement of a material product, banking services are divided into two types:

1) services related to its movement,

2) clean services.

Since banks serve mainly the movement of a material product with their monetary operations, their main part undoubtedly belongs to the first type of services. By facilitating the promotion of goods, these bank services (such as, for example, services to transport, communications, trade enterprises) create new additional value. Net services are provided to organizations directly engaged in material production, as well as to individual citizens to meet their personal needs.

A characteristic feature of banking services is that their object is not just money moved in huge amounts through banking channels from one account to another, from one region (enterprises, sectors of the economy) to another. The movement in the accounts of enterprises is mainly the movement of capital in cash.

2. TRADITIONAL BANKING SERVICES TO THE POPULATION:

OPERATIONS OF THE BANK TO ATTRACT FUNDS INTO DEPOSITS.

Commercial banks perform various operations to serve their customers. All operations of commercial banks are usually divided into three groups:

1. passive operations- These are operations through which banks form their resources for lending and other active operations. These include: attracting legal entities and individuals to settlement and current accounts, opening fixed-term accounts of citizens, enterprises, organizations, issuing securities, loans received from other banks, etc.

2. active operations- operations by which banks allocate the resources at their disposal. These include: short-term and long-term lending for industrial, social, investment and scientific activities of enterprises and organizations, provision of consumer loans to the population, purchase of securities, leasing, factoring, innovative financing and lending, equity participation of bank funds in the economic activities of enterprises, loans provided other banks.

3. active-passive bank operations- commission, intermediary operations performed by banks on behalf of clients for a fee - commission. There are commission and settlement operations related to the implementation of domestic and international settlements, as well as trade and commission or sale to banks on behalf of clients of securities, foreign currencies, precious metals, mediation in the placement of shares and bonds, accounting and consulting services for clients, etc.

Depending on the term of placing funds in bank deposits, deposits are divided into demand deposits and time deposits, the difference being savings deposits. Demand deposits can be withdrawn at any time without prior notice to the bank by the client, interest is not paid on them, they are beneficial for clients, since they allow making settlements using checks at any time with legal entities and individuals without using cash.

Unlike demand deposits, fixed-term and savings deposits are placed in banks for a fixed period and bring income to depositors, usually depending on the duration of storage of funds in bank accounts. Term deposits can be withdrawn only in accordance with the retention period, otherwise the client loses the increased interest or pays a fine to the bank. Such deposits are beneficial for the bank, because, using deposits of depositors as a resource, it can more freely maneuver them than funds in demand deposits.

At the time of opening an account in an institution of Sberbank, legal relations arise between the latter and the depositor, which terminate only after the full return of the amount of the deposit and the closure of the account. These relations are formalized by an agreement on the organization of savings of a particular client in the form of a deposit to a savings account opened with a bank. On the one hand, the depositor (principal) and the bank (borrower) act as parties to such an agreement. The depositor makes an appropriate contribution to the savings account opened with the bank, and the latter undertakes to keep the amount of money entrusted to him, providing them at the disposal of the depositor at any time, and also to pay the established income on the deposit.

INTEREST POLICY ON DEPOSITS. The interest rate policy of a commercial bank is based on the use of a certain economic category - percent.

The quantitative definition of interest is its rate, or norm, which is the ratio of the amount of money paid in the form of interest to the amount of money given to the court.

The interest paid on deposits performs the function of redistribution, it can regulate the structure of deposits and the inflow of funds into certain forms of investments for various purposes in accordance with the demand for credit resources.

Currently, there is a certain differentiation of interest rates in the national and international financial markets. The rates differ depending on the terms and sizes of loans and deposits, their security, type, form of lending, degree of credit, interest, currency and other risks, category of the client, timeliness and completeness of the client's fulfillment of its obligations, etc.

There are several groups of homogeneous rates that are typical for individual sectors of the financial market:

1. money market rates used in short-term lending transactions between financial institutions (including state ones) - the official discount rate, the rate on treasury bills, bills of financial companies, short-term interbank loans.

2. rates of the securities market - mainly the rates of return of various bonds at the time of their issue and subsequently in the secondary market,

3. rates on operations of banks and other credit institutions with non-bank borrowers and creditors related to the provision and attraction of funds.

The practical application of interest finds its expression in the conduct of the interest rate policy.

The ratio of supply and demand in the banking services market affects interest rates in the same way as the prices of goods; if supply exceeds demand, rates decrease; if demand exceeds supply, they rise. In recent years, there has been an equalization of supply and demand in the credit market, which has not been slow to affect the level of interest rates. They began a gradual decline.

Another important factor affecting the level of interest rates is the level of inflation. When inflation increases, rates rise, in connection with this, banking practice distinguishes between nominal interest rates and real (adjusted for inflation levels).

The level of interest rates is also significantly affected by the term and size of the provision of attraction of resources, the degree of reliability of the client, risk, type of banking operation, etc.

Organization of credit relations between the bank and the borrower.

The organization of credit relations between a bank and a borrower is determined by many factors, including the size of the bank, the qualifications of bank employees responsible for issuing loans, the size of the loan portfolio, types of loans, etc. All work related to the execution of a loan agreement, issuance of a loan, its return and closing cases can be divided into several stages:

Stage 1. Formation of a portfolio of loan applications.

Stage 2. Negotiating with a potential client.

Stage 3. Deciding on the advisability of issuing a loan and the form of its provision.

Stage 4. Creation of credit business.

Stage 5 Working with clients after receiving a loan.

Stage 6 Repayment of the loan with interest and closing of the credit case.

After the full repayment of the loan and the corresponding interest, the credit business is closed. On a separate sheet, which is filed into the case, the dates of issuance and repayment of loans, calculations for the calculation of interest and the dates of their transfer are indicated, after which a note is made "loan returned in full with interest, credit case number ____ closed (case closing date)", certified by the signatures of the credit employee and chief accountant of the bank, and the head of the planning and economic department of the bank makes a note about the transfer of the credit case to the archive, where it is stored for three years from the date of its closure.

Features of the banking product and banking service

The similarity of a banking product and a banking service is that they are designed to meet the needs of the client and contribute to making a profit. However, in most cases, the banking product is primary, and the banking service is secondary.

Banking services have specific characteristics that need to be taken into account when developing a marketing strategy:

1) the invisibility of services, their abstract nature;

2) the variability of the quality of services and the inseparability of services from the qualifications of the people who provide them;

3) inability to maintain banking services.

The external environment is important. The interior of the bank, lighting, office furniture and style, flowers and other external elements add to the quality of the services provided by the bank.

3. Features of the banking product

The features of the banking product are as follows:

1) the provision of banking services is associated with the use of money in various forms (cash, non-cash money and settlements);

2) intangible banking services receive visible features through property contractual relations;

3) most banking services are characterized by a length of time: a transaction, as a rule, is not limited to a one-time act, more or less long-term relationships between the client and the bank are established.

Target markets and segmentation

The benefits of some types of services are usually necessary and beneficial only to certain groups of customers. For other groups, these services may be too expensive or useless at the moment. The group of customers for whom this service is suitable forms the target market. A bank customer may be part of several target markets. The first task of marketing services is to identify target markets for each service.

There are two types of marketing strategy associated with finding target markets among the mass of bank customers. The bank can go "from the product", i.e. select a certain type of service and, based on the information it has about customers, determine who is the potential user of this service.

The second way is the method of cross-selling, when, when performing any operation, the bank offers the client new or additional services. Acting according to this method, the banker constantly asks himself the questions: "What other target markets does this client belong to? Which of the products in the bank's arsenal can I offer him?"

It is clear that in order to successfully promote a product on the market and its implementation, it is necessary to differentiate customers and identify those who may be potential consumers of this product. All customers have different tastes and needs, and accordingly, you need to apply a different marketing strategy to them.

There are specific differences between banking marketing and marketing in other industries, in which goods (services) are also developed, prices are set and similar market instruments are used. The specificity of banking marketing is related to the features of the banking product.

banking service. A service in economics refers to activities or benefits that one party can offer to another. Services are intangible and do not result in ownership of anything. The main characteristics of banking services are:

· abstractness (intangibility and difficulty for perception);

the inseparability of the service from the source;

variability of quality (dissimilarity) of services;

· non-permanence of banking services;

contractual nature of banking services;

connection of banking services with money;

Length of service over time

secondary nature of needs satisfied by banking services.

Under abstractness of banking services its intangibility and complexity for perception are understood. These qualities are inherent in banking services, so they are doubly abstract. Banking services are intangible: they cannot be seen, touched or perceived in any other way by the human senses. they have no material substance. In this regard, consumers show increased attention to the visible elements of service - banking equipment, the appearance of service personnel, bank symbols and everything that provides indirect information about the nature and quality of the services provided by the bank.

A feature of banking services is their complexity for perception. Unlike other types of services, banking requires a certain cultural and educational level from consumers. In order to facilitate the perception of services for customers, the bank can establish a psychological association of a banking service with a tangible and easier to understand object ("We have your money in good hands", "a bank deposit is your umbrella on a rainy day", "our the bank is reliable as a rock”, etc.) or focus on communication between the bank and the client, shape the image of the bank as a “good neighbor”, “adviser”, etc. A positive result for the promotion of banking services is the emphasis on their benefits to consumers.

Inseparability of service from source. The service does not exist separately from the one who provides it, in contrast to the product, which exists in material form regardless of the presence or absence of its source (people or machines). Banking services are provided by bank employees who have the appropriate qualifications. Recently, as the level of technical equipment of the modern banking system has grown, cars have increasingly become a source of banking services, it has become possible to give orders to the bank through electronic channels (ATMs, modem communication). Despite this, personal contact still remains a prerequisite for obtaining complex, individualized, highly qualified banking services. Automation more often covers standardized and routine services. An important feature of individual services is the inseparability of production from consumption, suggesting that a necessary condition for the provision of services is the personal presence of the client or his representative. The development of means of communication and electronic payments contributes to an increase in the share of banking services provided in the absence of customers.

Service quality volatility. Many banking institutions offer customers a similar or identical list of services, but the absolute identity of banking products (such as in mass production in industry) is not achieved. This applies to non-automated services that involve intensive communication between customers and bank employees with different levels of technical and communication skills, different attitudes towards work. A bank employee may demonstrate a different level of service depending on the situation, mood, well-being, etc.

With the introduction of automation tools, the value of this characteristic is reduced, because. the ATM provides services to all customers in the same way, regardless of the time of day, the length of the queue, the behavior or appearance of the consumer. Variability in the quality of automated services can arise mainly due to differences in the technologies used by banks.

Perishability of banking services. Banking services cannot be stored, they cannot be “prepared for the future” (which, however, cannot be said about monetary and other tangible assets, in transactions with which banking services are often concluded). This characteristic is especially important when the demand for banking services is volatile. The volume of demand is constantly changing and can be different on different days of the week, time of day. Therefore, banks often take measures to smooth demand by encouraging customers to visit the bank at a less busy time of the day or use automation tools.

Contractual nature of banking services. The provision of banking services involves the conclusion between their producer and consumer of civil law contracts. This creates additional difficulties for clients. The contractual nature of the service necessitates a detailed explanation to the client of the content of banking services and the conditions for their provision. The marketing activity of the bank in this case acquires an "educational", educational character.

Linking banking services to money. Banking services are associated with the use of money in various forms and qualities. Since people pay special attention to everything related to money, this makes the bank's activity dependent on the trust of customers and requires efforts to strengthen it.

Length of banking services over time. The purchase and sale of most banking services has a duration in time, because is not limited to a single act. The client of the bank enters into a more or less long-term "relationship" with the bank, which emphasizes the confidential nature of the relationship between the bank and the client. For example, when opening an account, the client transfers his money to the bank and enters into a transaction, the course of which is initially uncontrollable for him.

Secondary satisfaction of needs. Financial needs met by banking services are secondary, i.e. derived from primary - industrial and personal needs. The needs that banking services can help to meet are very diverse. It can be industrial and personal needs. Production needs are associated with the expansion of production for

bank loan account, ensuring its continuity through timely settlements with suppliers and buyers. Satisfaction of personal needs is carried out at the expense of income from deposits or a trust, ensuring the safety of valuables by keeping them on deposit or in a bank safe, public recognition and acquiring social status through service in a "prestigious" bank, using a "gold" or "platinum" credit card and etc.

Therefore, banking services lose in attractiveness to material goods and services that directly meet the needs of consumers, which complicates the task of banks to promote their products on the market and requires additional marketing efforts.

The specificity of banking products follows, on the one hand, from their belonging to the service sector and, on the other hand, from the characteristics of banking activities, which determines the characteristics of banking marketing.

Features of marketing in the bank. The abstractness of banking services, their perishability and the secondary nature of the needs satisfied determine the orientation of marketing towards the creation of visual images of banking services. The inseparability of services from the source also requires efforts to form the external attractiveness of the bank.

The abstractness and contractual nature of services lead to the fact that, in comparison with other goods and services, the definition and comparison of the quality of various banking services requires an economic culture from the consumer. This, in turn, makes it necessary to explain to the client the content of services, the educational orientation of marketing.

The close relationship with money and the length of the act of purchase and sale in time make the bank's activities dependent on the trust of customers.

marketing activities on the formation of a climate of trust around the bank.

The volatility of the quality of services increases the need to create sustainable staff motivation for quality customer service, and also increases the importance of banking automation.

Banking services are considered at three levels

· The first level is formed by the basic banking services, what the client actually buys. This is the basic assortment of the bank: lending, capital investment services, settlement and cash services, currency transactions and other services.

· The second level represents real banking services, i.e. the current range of the bank. The current assortment is constantly changing and developing, without affecting the basic focus of the bank. Changes in the current assortment are aimed at turning an occasional customer into a regular one, encouraging the customer to purchase as many services as possible. These are the preparation of documents, payment services, control, accounting services, maintaining the register of shareholders and other operations with securities, tax advice, investment advice, etc.

· The third level is extended banking services. Services of this level are aimed at forming friendly relations with the client, providing him with comprehensive assistance. This service and development of foreign economic relations, improvement of financial management of clients.

The specifics of banking marketing is largely due to the special properties of the services provided by banks, as well as the special nature of the banking services market.

Marketing activity has a stepwise character.

· The first stage includes such categories as product, price, market, profit.

· The second stage includes the system of marketing information, planning and organization of marketing work, marketing control.

· The third stage includes intermediaries, competitors, "suppliers", clientele, contact audiences (financial organizations, mass media, government agencies, the public, bank personnel).

The specifics of the bank is determined by the peculiarities of its activities. The result of this activity is the creation of a banking product. Banking products are:

• 1) creation of means of payment
• 2) provision of services.

The creation of means of payment manifests itself at the level of the economy as a whole (or, as they say, at the macro level). It is known that the exchange of products of labor is carried out not in the form of the exchange of one product for another, but in the form of purchase and sale. The producer offers his product to the market. The buyer, in turn, can purchase the product he needs only if he sells his own product. In a market economy, to complete an act of sale, money is needed as a universal means of payment. Without their help, the exchange of labor between commodity producers may not take place. The bank, represented by the Central Bank, issues the money necessary for circulation, for the acquisition and consumption of material goods and the continuation of the reproduction process.

The second component of the bank's product is the services it provides. They can be classified as follows:

Banking services can be primarily divided into specific and non-specific services. Specific services are everything that follows from the specifics of the bank's activities as a special enterprise. Specific services include three types of operations they perform:

• 1) deposit operations,
• 2) credit operations.
• 3) settlement operations.

Deposit- operations related to the placement of customer funds in the bank in deposits (deposits). Historically, this operation was preceded by a safe operation, when people placed their valuables for safekeeping in banks that ensure the reliability and safety of savings. Subsequently, the safety of cash began to develop into safety from impairment. People began to place their financial resources in the bank not only as the most convenient, safe place, but also in order to generate income, to save them from depreciation and inflation. For placing money on deposit, bank customers receive a loan interest.

Credit - operation is the main operation of the bank. It is no coincidence that a bank is sometimes called a large credit institution. And this is true: in the total amount of the bank's assets, the main share is credit operations. Most often, due to lending to customers, the bank receives a large part of the income. In the modern structure of banking operations, however, a credit operation is not the main one. Due to the economic crisis, inflation and, consequently, a higher risk, commercial banks prefer to engage not so much in lending as in other more profitable and less risky operations (for example, foreign exchange transactions).

Settlement transactions - which are produced by the bank, can be carried out both in non-cash and in cash. On behalf of clients, banks can open various accounts from which payments are made related to the purchase or sale of inventory, payment of wages, transfer of taxes, fees and other equally important payments. When making payments, the bank acts as an intermediary between sellers and buyers, between enterprises, tax authorities, the population, and the budget. When making settlements, banks use various modern equipment that provides fast communication and technical processing of documentation received by the bank.

The three types of banking operations considered are called - traditional banking operations. They acquire a touch of traditionalism, first of all, in the sense that historically, for a long time, they pass as a legacy from one generation of banks to another. We can say that these operations are the most ancient: they were carried out by the "old" banking houses, and modern large and small banks also perform them.

But it's not only that. These operations also acquire a touch of tradition in the sense that they create conditions for maintaining the status of a bank. Banks are not generally those or other enterprises or organizations that accept deposits, issue loans, or make settlements between various legal entities and individuals. In practice, quite often you can find funds that accept deposits for a certain period and at a certain percentage, but this does not make them banks. It is known, for example, that loans can also be provided by trade organizations, in general by all entities that have free cash, but from this they also do not turn into banks, but retain their main status (position). The post office makes payments on behalf of the client, but despite the settlement operations that it performs, it remains the mail, and does not turn into a bank.

These operations in their totality form what is called a bank. Legally, a bank is an enterprise that carries out all three of the considered operations simultaneously. If an organization does not perform any one of the three purely banking operations, then by law it cannot be considered a bank, but goes into the category of other financial institutions (in the Law "On Banks and Banking" they are called "other credit institutions ").

Traditional banking operations include cash transactions.

In modern legislation, they are not included in the basic operations that make up a bank, but in their purpose they reflect the essence of banking. It is hard to imagine that a bank, dealing with deposits, lending and settlements, does not conduct cash transactions.

An intermediate position between traditional and non-traditional operations is occupied by additional operations. They include currency transactions, transactions with securities, transactions with gold, precious metals and bullion. Banks may or may not perform these operations.

Part non-traditional banking services include all other services. There are quite a lot of them, including: intermediary services, services aimed at the development of the enterprise (introduction to the stock exchange, placement of shares, legal assistance, information services, etc.), provision of guarantees and guarantees, trust operations (including consultations and assistance in managing property on behalf of the client), accounting assistance to enterprises, representation of client interests in the judiciary, services for the provision of safes, tourist services, etc.

Banks are prohibited from engaging in production and trading activities.

In accordance with the considered classification and depending on the subjects of receipt services provided as legal, and individuals. In practice, the set of services for both persons may be the same in various banks, only their volume may turn out to be unequal. In the consolidated list of services of Russian commercial banks, services provided to the population still occupy an insignificant share, they have yet to increase the number of types of operations for individuals (including making payments, lending to industrial and consumer needs, accepting deposits, etc.).

Since banks accumulate (collect) free funds and redistribute them, send them on a returnable basis to needy economic organizations, banking services can be carried out in the form of both passive and active operations. With the help of passive operations, banks form their resources (for example, through deposits, sales of certificates, loans received from other banks, etc.). Carrying out active operations, banks allocate borrowed and own resources for the needs of various economic organizations and the population. .

Depending on the payment for the provision of banking services, they are divided into paid and free. services.

However, this does not mean that any particular type of service is completely paid or free. It is up to the bank to determine for which variety, for example, settlement transactions, it is necessary to charge a fee from customers, and for which one - not to set a fee. For a number of reasons, certain operations as part of settlement, credit and deposit transactions can be carried out free of charge.

In relation to the fee for services and, consequently, to the income of the bank, other, more detailed signs can be applied. Banking services often stand out, profitable and non-banking, expensive and cheap services. Thus, most active operations allow the bank to receive income, while its passive operations involve the payment of interest on certain types of deposits. Some banking services require a lot of labor, so their price is more expensive. For example, the processing of a letter of credit costs more at the bank than a regular money transfer on a customer's payment order.

Depending on the connection with the movement of a material product, banking services are divided into two types:

• 1) services related to its movement,
• 2) clean services.

Since banks serve mainly the movement of a material product with their monetary operations, their main part undoubtedly belongs to the first type of services. By facilitating the promotion of goods, these bank services (such as, for example, services to transport, communications, trade enterprises) create new additional value. Net services are provided to organizations directly engaged in material production, as well as to individual citizens to meet their personal needs.

As noted, the bank's products are various kinds of services. Unlike, for example, the product of an industrial enterprise, a banking product often does not look like something material, real. Credits and settlements are made in the order of account entries, in non-cash form. Therefore, unlike the branches of material production, where the product acquires a specific commodity form, a banking product cannot be stored, produced in reserve

The most important feature of banking services is their productive character.

Already in such a simple form as taking deposits from the population and enterprises, there is an enormous productive meaning. The bank simply collects money - it turns "non-performing", unused monetary resources into working assets. This equally applies to loans provided to enterprises and organizations for the development of their production and financial activities. One way or another, banking operations, serving the economic activities of their customers, contribute to the development and acceleration of production.

A characteristic feature of banking services is that their object is not just money moved in huge amounts through banking channels from one account to another, from one region (enterprises, sectors of the economy) to another. The movement in the accounts of enterprises is mainly the movement of capital in cash.

Take, for example, such a traditional banking operation as lending. It is known that a loan granted to an enterprise-borrower must be returned to the bank within a certain period of time, and not just returned, but returned along with the payment of interest for its use. This means that the recipient of the loan must use it in such a way as to return it in full in time and at the same time receive a profit that would at least be sufficient to pay the loan interest. The borrower, by virtue of the nature of the credit transaction, is obliged to use the funds received from the bank not for "eating" (for consumer purposes), but as capital. When a loan interest arises on the basis of a loan, this means that the money lent by the bank must be used as capital, the borrower is obliged to receive additional income.

The property of banking services is that they cover both active and passive operations. By accepting deposits and "thus carrying out passive operations, banks enable their clients not only to keep funds in a safe place, but also to receive a certain income in the form of interest on deposits. By placing shares of clients, providing loans to them, performing foreign exchange and other active operations, banks provide essential services to farms, promote the promotion of masses of commodities, the sale and purchase of goods, and save social costs.

Operations performed by banks can be carried out by other enterprises and organizations. They are are not a monopoly of the bank alone.

This applies not only to traditional banking operations, but especially to other services. It is known, for example, that special enterprises and agencies can provide accounting assistance, consultations, various intermediary services, rental of safes and other services. It may therefore also be noted that banks, being large credit institutions, can perform non-banking transactions

Operations traditionally performed by other business entities.

This situation is due to the fact that in the market of banking services in a market economy there is serious competition. The appearance on the market of new sellers of banking services (trading organizations, financial and industrial companies, various agencies, etc.) often reduces the possibility of expanding the most profitable operations, forcing banks to look for new sources of income. That is why especially rapidly in recent years began to develop not purely banking operations, but other non-traditional bank services.

PROPERTIES OF BANKING SERVICES:

cannot be produced in reserve,

are productive,

the object of banking services is capital,

cover active and passive operations,

are not a bank monopoly,

may relate to non-banking transactions.

The evolution of the standard set of banking services is such that gradually, under the influence of many factors (not only competition, but also the development of new technology, the invention of a new banking product, etc.), both their volume and expansion of their composition occur on the market. This is especially noticeable in the work of commercial banks. A few years ago, domestic banks did not work with certificates, bills of exchange, credit cards; their professional lexicon did not use such concepts as factoring, leasing, current account, option, ATM, etc. And this is understandable, since banks worked in a centralized distribution system, when a number of services were simply not needed. The market presented new requirements for work: banks were forced to master the latest operations in which their client is interested. Unfortunately, they cannot immediately master all these services. Not so little time has passed, banks have not yet accumulated sufficient experience. A number of operations are not being developed due to severe inflation and the insufficiency of modern means of communication. It is impossible not to take into account the fact that banks do not yet have the necessary knowledge about the latest services, they have yet to train their staff in the technique of their provision.

Gradually, however, the latest technology new operations become the property of banks. In addition to traditional banking operations, they begin to provide a wider range of their services. In general, we can say that in the banking sector of the economy there has been a trend towards universal activity, universalization of banking services.

Comprehensive banking services may, however, not come immediately. To do this, banks have to solve a number of problems that were mentioned above. It is important that banks correctly determine their place in the market, assess their financial, personnel and production capabilities. Sometimes it is not necessary to strive to provide the full range of services. On the contrary, for this or that bank it will be more rational to concentrate on some specific operations. .

Bank specialization on their implementation may turn out to be a more effective direction of development for him, will reduce the costs of operations and, ultimately, increase their profitability.

INTRODUCTION 2

1.CLASSIFICATION OF MODERN BANKING OPERATIONS 5

1.1 Banking Regulations5

2.1 Concepts and main types of new banking operations 17

2.2 Internet banking operation, its disadvantages and advantages 26

3.1 Conditions and prospects for the development of modern banking products and services 33

INTRODUCTION

In recent years, there has been a tendency for Russian banks to expand the list of products and services offered to corporate clients and diversify their own business through the development of retail operations. To do this, banks are actively introducing electronic customer service technologies, such as: services provided using bank (financial) cards, services for remote management of clients with their bank accounts and services via the Internet.
Most of the new banking products are associated with the use of the Internet, modem communications, mobile communications, due to the fact that these technologies have recently begun to spread and develop rapidly, which is why new banking services are currently emerging. New information technologies are helping banks, investment firms and insurance companies to change customer relationships and find new means to generate profit. Banking computer systems are one of the fastest growing areas of application network software today.
But there are factors slowing down the rate of development of new banking services that banks must address in order to achieve an increase in the rate of development of banking services.
There are two groups of factors that explain the slow pace of development of online banking services in Russia:
macroeconomic reasons:
- early forms of remote banking services have not been developed, on the basis of which it would be possible to actively introduce modern online banking systems;
- the low level of income of a significant part of the Russian population does not allow saving large amounts of financial resources and placing them on the banking market;
- insufficient supply of online banking services;
microeconomic reasons:
- lack of reliable information about this type of service among bank customers;
- lack of understanding of the possible impact of online financial services on the development of banking business.
This work examines new banking products and services, as well as the conditions and prospects for development in the market.
The purpose of the course work is to identify the main types of modern banking services and products, to give them concepts.
To achieve this goal, the following tasks are defined:
1) Consider the legal framework governing the implementation of banking operations;

2) To characterize the main types and concepts of modern banking products and services;

1. CLASSIFICATION OF MODERN BANKING OPERATIONS

1.1 Banking Regulations

The Civil Code of the Russian Federation, part one of November 30, 1994 N 51-FZ (as amended and supplemented, effective from 07/01/2009) defines the concepts of credit, bank deposit, bank account, regulates credit, settlement relations, general provisions of the establishment of a credit organization and conditions for the implementation of its activities;
Federal Law No. 86-FZ of July 10, 2002 “On the Central Bank of the Russian Federation” (as amended and supplemented with effect from January 10, 2009) defines the Central Bank of the Russian Federation as a body regulating the activities of credit institutions and exercising banking supervision and banking control, the main provisions for the implementation of banking activities;
Federal Law No. 395-1 of December 2, 1990 “On Banks and Banking Activities” (as amended on December 30, 2008) regulates the basic provisions for banking, organization, reorganization and liquidation of credit institutions, defines the basic concepts and types of banking operations.
CBR Regulation No. 302-P of March 26, 2007 "On the Rules for Maintaining Accounting in Credit Institutions Located in the Russian Federation" (as amended and supplemented with effect from 11.01.2009) determines the rules for processing banking operations.

Federal Law No. 102-FZ of July 16, 1998 “On Mortgage (Pledge of Real Estate)” (as amended and supplemented, effective from January 26, 2009) defines the concept of mortgage, the conditions for granting a mortgage;
Federal Law No. 164-FZ of October 29, 1998 “On Financial Leasing (Leasing)” (as amended on July 26, 2006);
Regulation of December 24, 2004 N 266-P "On the issue of bank cards and on operations performed using payment cards" (as amended on September 23, 2008).

General characteristics of banking products and services

deposit operations;
credit operations;
settlement operations.

services related to its movement;
clean services.

Properties of banking products and services

cannot be produced in reserve;
are productive;
the object of banking services is capital;
cover active and passive operations;
are not a monopoly of the bank alone;
may relate to non-banking transactions.

2. CHARACTERISTICS OF NEW BANKING PRODUCTS AND SERVICES

Concepts and main types of new banking operations

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banking marketing financial credit pricing

The specifics of banking marketing is associated with the features of the banking product and banking service.

When organizing marketing activities, it is necessary to take into account the specific characteristics inherent in a banking product and service. Recall them:

• * intangibility of services, their abstract nature;
• * the variability of the quality of services and the inseparability of services from the qualifications of the people representing them;
• * perishability of services.

The intangibility of services means the impossibility of their material sensation, to see and evaluate them until the results of their provision are received. The main and key characteristic of a banking service is its efficiency, in other words, the specific benefit and benefit received by the consumer from the banking service.

At the stage of promotion and marketing of banking products (services), such advertising and promotion methods are used that increase the degree of tangibility of banking services; focusing on the potential benefits of customer relationships; attracting reputable organizations to advertising (well-known Western firms, government agencies, an authorized bank, a primary dealer in the GKO/OFZ market, etc.)

The variability of quality and the inseparability of services from the qualifications of people requires constant training of staff. Bank employees must know not only the technique of banking, but also the psychology of people's communication. The interior of the bank, lighting, office furniture and style, flowers and other external elements are of great importance, creating an additional quality of the services provided by the bank.

The perishability of services presupposes the existence of a functioning mechanism for balancing supply and demand. Services are not stored as goods. Therefore, during periods of peak demand, it is important to plan in advance the bank's measures to prevent queues; attract additional employees from other departments; encourage contacting the bank at another time; brighten up waiting with additional services, etc. The banking product has a number of distinctive features:

Firstly, the provision of banking services is associated with the use of money in various forms (cash, non-cash money and settlements).

Secondly, intangible banking services acquire visible features through property contractual relations.

Thirdly, most banking services have a duration in time: the transaction, as a rule, is not limited to a single act, more or less long-term relations between the client and the bank are established. The noted features of the banking product have an impact on marketing in the bank. There are 3 levels in a banking product (by analogy with goods):

• * main product (service);
• * real product;
• * advanced product.

The first level is the main product, or the basic range of services: lending, capital investment and settlement services, currency transactions, etc.

The second level is the actual product or current range of services. It is constantly changing and developing, without affecting the main activities of the bank. The purpose of a real product is to encourage the client to purchase the largest number of services, to turn an occasional client into a regular one. These include: preparation of documents, payment services, control, accounting and audit services, maintenance of the register of shareholders and other transactions with securities, tax advice, investment consulting, trust transactions, etc. You can add a combination of consumer credit with life insurance to banking services.

The third level is an advanced banking product. Services of this level form trusting and friendly relations with the client, providing comprehensive assistance: maintenance of foreign relations, assistance in a creative idea in the field of finance, management, use of connections and contacts, financial benefits, friendships, and finally, personal advice from a banker, informal communication. The Bank may contribute to the growth of the capital of the client's enterprise, merger, participate in the capital.

Services of the second and third levels are relatively conditional, therefore, a two-level interpretation of the banking product of the core and periphery of services is more common.

The decision on the basic nomenclature (list) of banking services is made at the stage of creating a bank (universal or specialized), determining its mission. The list of basic services of Russian banks is approximately the same, therefore, to attract customers and form stable relationships with customers, additional services are used - a list of current services.

In the formation of new services, modification or replacement of existing ones, the role of the marketing service is significant, which, based on an analysis of the market situation, research, wishes and preferences of customers, should recommend the development of new services, as well as evaluate their feasibility from the point of view of customers.

Foreign banks provide their clients with about 300 different services (in Russia, about 100). The introduction of each new service requires significant costs, and the oligopolistic type of market reduces their effectiveness due to the rapid reaction of competitors.

The bank may provide, for example, the following services:

• * advice on accounting, banking, investment activities, operations with securities, currency, etc.;
• * services for working with cash, recalculation of money, preparation of money in a change option for paying salaries, exchange of damaged banknotes, leasing of technical means for servicing cash transactions;
• * work with credit cards and travelers checks;
• * investment reference services;
• * auditing services;
• * factoring services;
• * leasing operations;
• * acceptance of guarantees and issuance of guarantees for third parties;
• * storage, transportation of valuables;
• * holding free seminars for bank clients;
• * communal payments;
• * life and health insurance of depositors for the amount of the deposit;
• * free consulting on economic and legal issues and other additional services.

Thus, marketing is a market concept for managing a bank's activities, aimed at studying the market and economic conditions, specific client requests and targeting the services offered to them.