Contents introduction

1.3 Features and development tredens of modern marketing

technologies in banking sector

For increase in efficiency of activity banks offer to improvement of marketing tools in the directions of external economic activity of banks that promotes growth of reliability, financial stability and competitiveness. The market of banking services is considered specific as differs from other markets in features of the relations and a role of state regulation. Generally ponimaniye bank activity is use of money in various qualities of a form and manifestations:

- money of the enterprises;

- money of other commercial banks;

- money of the Central Bank, in the form of cash or payment and settlement documents and also a payment for their receiving.⁸

On today's day experts contain about 300 services which are rendered by banks in the developed countries to the clients. For the Uzbek banks the list of the provided services is much less.

In foreign countries as in Germany 1842 bank, Austria - 731, Italy – 694, Poland – 691, France-623, Ireland-694, Great Britain – 358, Finland-303, Spain-290, the Netherlands – 253, Belgium – 103 banks work. However the efficiency of the market of banking services depends not so much from the number of banks how many from quality of their work, providing their stability and guarantees to clients.

The competition in the market is one of factors for carrying out a research, studying of need for banking services, development of their new types, implementation of fight for clients that assumes broad application of marketing. Today in Uzbekistan banks began to introduce more separate elements of marketing (studying of demand, advertizing, etc.). marketing became a part of management of bank.

Bank marketing is understood as the complex system of the organization of creation and sale of banking products focused on satisfaction of needs of specific consumers to receiving profit on the basis of studying and forecasting of the market.⁹ Here therefore in banks it is necessary to use new marketing technologies which will help to simplify work with clients and efficiency formation of consumer needs.

The main lines of use of marketing technologies in bank activity are as follows:

- orientation of bank to customer needs (marketing philosophy);

- use of the whole set of tools of market policy (marketing mix);

- systematic coordination of all types activity in the sphere of sale.¹⁰

The specificity of banking services is caused also by what consists in establishment and maintenance of the credit and monetary relations in the markets of the B2C, B2B, B2G, B2E, B2P, P2P models. As the bank is a legal entity, within to act as the subject of transaction on four of them even in a system external economic activity of B2C, B2B, B2G, B2E bank. However in degree to work we will be activity of bank marketing stops on external economic and to consider interaction of bank and personnel and clients. (see figure 3)

BANK

BUSINESS

PROCESS

CLIENT (INDIVIDUAL)





CLIENT( LEGAL ENTITY)







CLIENT STATE






Figure. 3 Bank as subject of the markets of B2C, B2B, B2G¹¹

In Uzbekistan today much attention is paid on foreign economic activity. In foreign trade activities banks (foreign economic activity) it is work with foreign clients, their interests (for example, financing of programs of development of these or those industries, assistance to attraction foreign investments, etc.)

In our opinion, features of the market of banking services and customer focus of domestic and foreign banks most fully are reflected now by the marketing concept (5E) of M. Coen who within customer-oriented approach offered five key processes of creation of effective marketing services and technologies:

• Education – as customer training process (training of potential clients about products and by that demand is formed);

• Exploration – as process of a research, studying client bases;

• Elevation – as process of continuous improvement of life of clients (rendering services, UTO (unique trade offers));

• Entertainment – as process of receiving satisfaction of the client from contacts with representatives of the organizations (process of "communication", the "comfortable" locations of offices, additional information on services)

• Estimation – as process of assessment of control of efficiency of the marketing actions constructed on the basis of previous four E for the purpose of possible and their necessary application further.

In the sphere of marketing technologies of banking services the following phenomena became characteristic of the Uzbek banks:

1. Complex research of the market of banking services;

2. Segmentation of the market for satisfaction of real customer needs.

3. Development and deployment bank innovations.

4. Work on formation of image of the products offered banks to the market.

5. Involvement to development of new marketing technologies, divisions, staff of bank and clients.

6. Personalisation of bank marketing.
The stages of the Process of increasing the value of the brand Bank(table6)¹²

1st step: valuation of the trademark	2nd stage: development of an integrated strategy	3rd stage:drawing up a plan of action	4th stage: monitoring and control
Quantitative assessment of the value of the individual elements. Assessment of the impact of each element of the brand. An in-depth analysis of the strengths and weaknesses of the brand. Quantification of objectives related to the improvement of the brand	Valuation of the brand's main competitors. Economic evaluation of possible strategic scenarios	Development strategy the specific plan of action to increase the value of the brand, the operating Processes for the development of communication	Monitoring results of implementation of the strategy. Adjustment of the strategy in accordance with changing conditions

When the main Priorities to improve the brand of the Bank are set to their actual realization is created a multifunctional working group.

1-chapter conclusion : Bank marketing strategy is something that constantly evolves, adapting to changing market conditions. Within Enterprise, the outcomes from its many different types of business are constantly reviewed and evaluated. Judgements are then fed into the decision making process. This enabled new strategies to be developed to improve operations. However, while strategies change, one aspect of the business has remained in place. This is a continued focus on high levels of customer service and employee relations. This strategy has enabled Enterprise to enjoy continued growth for more years and the prospect of further growth in the future.
CHAPTER 2. THE ANALYSIS OF METHODS OF ADVANCE OF

FOREIGN ECONOMIC ACTIVITIES ON THE MARKET OF ON

THE EXAMPLE OF KDB BANK OF UZBEKISTAN
2.1. KDB analysis of economic performance indicators and

external economic performance indicators

Korea Development Bank (kdb, Korean: 한국산업은행, Hanja: 韓國産業銀行) is a wholly state-owned policy development bank in South Korea. It was founded in 1954 in accordance with The Korea Development Bank Act to finance and manage major industrial Projects to expedite industrial development and enhance the national economy. As Korea's representative development financing bank, No. 1 arranger in Asia-Pacific Project finance market and leader of domestic capital market, KDB has fostered the growth and heightened the competitiveness of strategic industries by meeting their changing financial needs. Following public policy, KDB facilitates the management normalization of troubled companies through corporate restructuring and consulting services, and Provides capital for strategic regional development Projects. Through a network of forty domestic branches, seven overseas branches, five overseas subsidiaries, two representative offices, and three domestic subsidiaries, KDB Provides a full range of financial services. It has more than 3,100 employees around the world

The KDB BANK (yakkasaroy branch)possesses a unique branch network and now it includes 17 territorial banks and more than 20,000 divisions through the whole country. Also creation of affiliated structure in the territory of Republic of Belarus is planned. Kdb is aimed to occupy 5% a share in the market of banking services of these countries. In general it is planned to increase a share of the net Profit got outside Uzbekistan to 5% by 2014.

Considering the international vector as the most important component of strategy of the development, the KDB BANK carries out treasury operations in the international market and operation of trade financing, maintains the correspondent relations with more than 220 leading banks of the world and participates in activity of a number of the authoritative international organizations representing the interests of the international bank community. The active position and the international authority allow to satisfy most fully the external economic inquiries of the clients, to attract on Profitable terms resources from the world financial markets and to correspond to the best Practice accepted in the international bank community.

Stocks of KDB BANK is quoted on the Uzbekistan exchange platforms of MICEX and RTS since 1996. In March, 2007. The bank placed additional issue of common stocks therefore, authorized capital increased by 12%, and 230.2 billion rubles were attracted. The average day trading volume stocks of Kdbis the fifth part of the trading volume on MICEX.

The founder and the main shareholder of Bank — the Central bank of the Republic of Uzbekistan (Bank of Uzbekistan). As of May 8, 2018, it possesses 60.25% of voting shares and 57.58% in authorized capital of Bank. Other shareholders of KDB BANK is more than 240 thousand legal entities and individuals. A high share of foreign investors in structure of the capital of bank (more than 28%) demonstrate its investment attractiveness.

Reliability and faultless reputation of KDB BANK is confirmed by the high ratings of the leading rating agencies. The Fitch Ratings agency to KDB BANK assigned long-term score of a default in foreign currency of "BBB", by the Moody's Investors Service agency - the long-term rating of deposits in foreign currency of "Baa1". Besides, the Moody's agency assigned to Bank the highest score on a national scale

In October, 2018 Kdb adopted the new development strategy until 2014 within which the Bank is aimed at further development of the competitive advantages and creation of new areas of growth. Improvement of a risk management system, optimization of expenses and realization of the initiatives directed to increase in efficiency of activity will allow KDB BANK to Prove the stability in the current conditions of instability in the global financial markets, to keep leadership in the Uzbekistan financial system and to become one of the best world credit institutions.

Table 7.

PROVIDED BY "AHBOR-RAYTING" RATING AGENCY

TRADE BANKS REQUIRED¹³

(As of 18.12.2017)

Bank name	Bank rating	Rating by forecasting	Time offered	Last modified date
"Asaka" ATB	pra+	Stable	31.08.2017	22.02.2018
"Hi-Tech-Bank" XATB	Pr	Stable	29.05.2017	12.12.2017
"InFinbank" ATB	pra	Stable	19.07.2017	30.01.2018
"Ipak yo'li bank" AITB	pra+	Stable	19.07.2017	26.02.2018
"KDB Bank Uzbekistan" AJ	prA+	Stable	22.06.2017	20.11.2017
"Mikrokreditbank" ATB	prA	Stable	24.07.2017	20.11.2017
"Orient Finans bank" XATB	prA	Stable	24.07.2017	24.01.2018
"Ravnaqbank" XATB	Uzbekistan+	Stable	31.08.2017	24.01.2018
"Trastbank" XAB	prA+	Stable	07.06.2017	22.02.2018
"Turkiston" XATB	Uzbekistan++	Stable	03.10.2017	22.02.2018
"Ziraat Bank Uzbekistan" AJ	prA	Stable	29.05.2017	24.01.2018
"Ipoteka" ATIB	prA+	Stable	27.09.2017	26.02.2018
"Aloqabank" ATB	prA+	Stable	07.06.2017	30.01.2018
"Prsanoatqurilishbank" ATB	prA+	Stable	22.06.2017	22.02.2018
"Xalq bank" ATB	prA	Stable	29.06.2017	22.02.2018
"Savdogarbank" ATB	prA	Stable	27.03.2017	26.02.2018
"Kapitalbank" ATB	prA	Stable	11.10.2017	30.01.2018

More than one and a half-century experience in the Uzbekistan financial market confirms high reputation of Kdb as reliable and stable partner. The bank quickly reacts to the economic Processes happening in the country constantly expanding a range of the services Provided to clients on the basis of use of modern bank technologies. The consecutive course of Kdb towards ensuring traditional leadership in the market in Providing banking services to the population allows to increase a share of Kdb in the total volume of deposits of the population from year to year.

Along with it the impressive result is achieved in work on attraction in Kdb of large corporate clients. The important role in the solution of this task was played by assignment to KDB BANK of the status of the general agency on service of accounts of Head Department of Treasury of the Ministry of Finance of the Republic of Uzbekistan, and also active participation of Kdb in financing of Programs. Having the most branched branch network, Kdb dynamically realizes this advantage, interacting with administrations of Territorial subjects of the federation and local authorities, first of all in implementation of investment Projects and formation of securities market.

Branches of KDB BANK is not given the rights of legal entities and act under the Provisions approved by Board of KDB BANK have balance which enters balance of Kdb bank, have symbolics .The structure of KDB BANK is Presented in Figure 8.

The savings bank of the Republic of Uzbekistan (open joint stock company), the oldest bank of the country, is the indisputable leader of the Uzbekistan banking system, a basis of its stability and reliability. Possessing well developed branch network, he carries out operations in the territory of the whole country, Provides services of an overwhelming part of the population of Uzbekistan, carries out crediting of the real sector of economy, including investment Projects, takes part in implementation of state Programs.

Figure 4. - Structure of KDB BANK ¹⁴⁷

The bank constantly works on improvement of quality of the Provided services, in due time and attentively considers the arising conflicts and difficulties, resolves claims and complaints of clients.

Table 8

Structure of the loan portfolio in legal aspect, on a Propertied

stvenno - legal status of borrowers, %¹⁵

Year	Population	SP	Jur. person
2016	20	21	59
2017	22	22	56
2018	33	thirty	37

One of the main competitive advantages of KDB BANK is the extensive, diversified customer base. Cooperation the Ban with all groups of clients allows it to operate successfully resources and to minimize financial risks. Raising funds of the population, the Bank forms a stable credit facility of the enterprises of various sectors of economy.

One of the most important components of crediting of Kdb is creation and the analysis of the loan portfolio.

Let's consider the data concerning quantitative classification of the credits, their growth rates.

Figure 5. - Structure of the "Savings Bank" of the loan portfolio¹⁶
The total amount of credit debt loan 1.01.2007 share public debt amounted to - 20%, and only 33% at the end of 2018. The Proportion of the population dynamics of loans gradually increased from 2016 to 2018.

However, lending growth is not big enough, because the bank has available credit facilities. A positive point in a qualitative change in loan debt is the balance of outstanding loans by category of borrowers.

Table 9

Structure of credits in relative values,% ¹⁷

	Long term (Mortgages)	short-term						Total
		Auto Loans	staff	Crediting of standard schemes	to education	retail lending
2016	6	14	4.7	five	0	70.3	100
2007	21	20	five	3.5	0	50.5	100
2018	24	27	five	3	0	41	100

Analyzing the structure of debt in 2018,we see that most of the loans to make retail loans, education loans population is not in demand.

In dynamics growth of the long-term credits and credits given on acquisition of cars is noted. It is connected with growth of consumer ability, with growth and stability.

mortgage lending

car loans

employee

crediting according to standard schemes

on education

retail lending