BUSINESS INFORM №8-2014

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Section: Finance, Money Circulation and Credit
UDC 336.71+339.138
Popova L. O., Tarasov I. Y.
Banking Competition in the Deposit Market: Evaluation and Impact on the Marketing Mechanism (p. 292 - 297)
The topicality of the research is determined by the importance of banks deposit resources as a source of funding for the national economy, especially in times of crisis. The aim of the article is to assess banking competition in the deposit market and its impact on marketing mechanism. The dynamics of the resource base of banks in Ukraine in the context of legal entities and individuals, the emphasis is on the causes of the outflow of deposits from the banking system in crisis. The estimation of the distribution of individuals' funds by groups of banks and currencies concluded its exponential character. The distribution of banks in Ukraine in terms of retail term deposits of individuals identified certain patterns in separate groups. The indices variations in deposit rates in the classic term deposits of the largest banks as a tool of competition were calculated. The role of assessments of deposits reliability rating agencies as benchmarks select customer of the bank by the ratio of "yield-reliability" were outlined. The factors that strengthen the competitive position of large and smaller banks were systematized and should be considered by the marketing mechanism for the bank.
Keywords: banking competition, the deposit market, marketing mechanism
Fig.: 1. Tabl.: 3. Bibl.: 16.

Popova Ljudmila O. – Candidate of Sciences (Economics), Professor, Head of the Department, Department of marketing and business, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Tarasov Ihor Yu. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Popova, Ljudmila O., and Tarasov, Ihor Yu. (2014) “Banking Competition in the Deposit Market: Evaluation and Impact on the Marketing Mechanism.” Business Inform 8:292–297.

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