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2020, vol. 11, br. 2, str. 93-103
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Uloga i značaj proizvoda u marketing koncepciji banke
The role and importance of product in the marketing concept of bank
Sažetak
Strategijsko manevrisanje proizvodom, cenom, distribucijom i promocijom kao elementima ponude suština je marketing koncepcije savremene banke. Pojava i razvoj globalne mreže radikalno je promenila sve elemente marketing miksa. Uspostavljanjem asortimana proizvoda i dinamičkim upravljanjem promenama u njegovoj strukturi banke usklađuju svoje mogućnosti sa potrebama klijenata. Trude se da ponude što bogatiji i dostupniji proizvodni asortiman. Teže da se prilagođavanjem ponude maksimalno približe zahtevima postojećih i potencijalnih korisnika. Ponuda često nadmašuje tražnju. Zbog toga se trude da odluke o oblikovanju proizvoda nikada ne donose bez saradnje s klijentima. Dostupnost različitih, prilagodljivih i cenovno konkurentnih bankarskih proizvoda fundiranih uz upotrebu informacionih tehnologija, postaje temelj bankarstva. Fokusiranost na klijenta, zaokružena ponuda proizvoda visokog kvaliteta i stalne inovacije predstavljaju ključni faktor uspešnosti poslovanja banaka.
Abstract
Strategic maneuvering of the product, price, distribution, and promotion, as elements of supply, is the essence of the marketing concept of modern banking. The occurrence and development of the global network have radically changed all elements of the marketing mix. By establishing a product range and with dynamic management of the changes in its structure, banks are consolidating their possibilities with clients' needs. They are trying to offer as rich and readily available product range as can be achieved. They are aiming to adapt the supply in relation to the demands of existing and potential users as much as possible. The supply often exceeds demand. Therefore, they try to never make decisions regarding the adjustment of the product without cooperating with the clients. Availability of different adjustable and competitive banking products established by the usage of information technologies is becoming the foundation of banking. Focusing on the client, well-rounded high-quality product supply, as well as constant innovations, represent the key factors of banks' business success.
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