Reports o f the National Academy o f sciences o f the Republic o f Kazakhstan R E P O R T S O F T H E N A T IO N A L A C A D E M Y O F S C IE N C E S O F T H E R E P U B L IC O F K A Z A K H S T A N
ISSN 2224-5227 h ttp s://d oi.org/10 .32 01 4/20 20 .2 51 8-14 83 .44
V olum e 2, N um ber 330 (2020), 150 - 153 UDC 336.70
A .T . U te u b a y e v a , А .А . K a b iy e v , М . Im a n g a liy e v a
«Finance academy» JSC
ECONOMIC ASPECTS OF BANK MARKETING AND THE REAL SECTOR
A bstract. In an era of rapid technological development and increasing competition, the value of the mass customer as a source of profit is growing steadily. The client becomes the main asset of the bank, its needs and requirements are in the focus of the banking business. The survival strategy in the struggle for the mass customer is based on the submission of all business processes and procedures to one single goal - customer satisfaction. In the future, business performance will be determined by the degree of customer satisfaction. The economic crisis, the crisis of industrial production is pushing for a review of key aspects of banking marketing, which should explore the interaction of the industrial and banking sectors and generate solutions to increase the effectiveness of their interaction. The crisis confirms that it is necessary to improve the tools of banking marketing in the industrial sector of the economy of the region. Computer models, where the atoms are agents, are called agentbased models. In most works devoted to the construction and study of agent-based models, the rules for interaction between agents are extremely simple. Nevertheless, the result is quite meaningful meaningful results.
The issues of improving the use of bank marketing tool to improve the efficiency of interaction between the industrial and banking sectors of the economy are considered. Reasoning upon the economic aspects of the effectiveness of bank marketing, the authors state that a marketing performance evaluation system should have not only mechanisms for a posteriori analysis (that is, analysis of the results of acceptance or rejection of an offer), but also possibility of priori assessment of marketing offers, campaigns, profitability, and even marketing budgets. The system should contain a tool that simulates the appearance of clients, the selection of offers to clients and assessing the acceptance or rejection of offers, probable consumption or non-consumption of the proposed product.
Key words: bank marketing, bank product, industrial enterprises, the theory of artificial societies, sustainable development, economic crisis.
In tro d u c tio n . B ank m arketing, as an instrum ent o f a m arket econom y, has been fully investigated and has a num ber o f definitions. A thorough m arket study, analysis o f the changing tastes and preferences o f consum ers o f bank services is necessary. This definition is a concretization o f m ore general approaches, the essence o f w hich is th a t m arketing (from the E nglish w ord m arket) is a purposeful application o f various instrum ents o f m arket policy, focused on satisfying the interests o f consum ers, to overcom e the differences arising betw een supply and dem and [1]. In the w ork o f K habarov V.I. and Popov N .Y u. [5] is indicated th at bank m arketing can be defined as the search and use by the bank o f the m ost profitable banking products m arkets, taking into account the needs o f the clientele.
The financial and econom ic crisis o f 2008 show ed all the shortcom ings in the interaction o f the banking and industrial sectors o f the econom y. The regional aspects o f the problem also em erged as a result o f the crisis. T hat is, it is necessary to talk about the lack o f effectiveness o f b ank m arketing in m odern conditions. O bviously, bank m arketing needs to im prove its ow n tools.
R e se a rc h m e th o d s. R easoning upon the econom ic aspects o f the effectiveness o f bank m arketing, the authors state [5], th at a m arketing perform ance evaluation system should have no t only m echanism s for a posteriori analysis (that is, analysis o f the results o f acceptance o r rejection o f an offer), bu t also possibility o f priori assessm ent o f m arketing offers, cam paigns, profitability, and even m arketing budgets.
The system should contain a tool th at sim ulates the appearance o f clients, the selection o f offers to clients and assessing the acceptance or rejection o f offers, probable consum ption o r non-consum ption o f the proposed product.
R esu lts a n d discussion. In the tim e o f rapid technological developm ent and increasing com petition, the value o f the m ass custom er as a source o f p rofit is grow ing steadily. The client becom es the m ain asset
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ISSN 2224-5227 2. 2020 o f the bank, its needs and requirem ents are in the focus o f the banking business. The survival strategy in the struggle for the m ass custom er is based on the subordination o f all business processes and procedures to one single goal - the satisfaction o f custom er needs. In the future, business perform ance w ill be determ ined by the degree o f client satisfaction.
The econom ic crisis, crisis o f industrial production is pushing for a review o f key aspects o f bank m arketing, w hich should explore the interaction o f the industrial and banking sectors and generate solutions to increase the effectiveness o f th eir interaction.
The crisis confirm s th at it is necessary to im prove the tools o f bank m arketing in the industrial sector o f the reg io n ’s econom y.
M akarov V.L. positions artificial societies as a fundam entally new tool o f cognition [3]. H e believes th at the k ey phrase o f the new m ethodology can be considered a quote from the book o f E pstein and Axtell: “Once people in relation to a social phenom enon, instead o f the question “Can you explain th is?”
w ill ask another question: “C an you build (grow) it?” . W h at is the essence o f an artificial society? F or its existance, first o f all, a certain environm ent is required, w here "m em bers o f society" should live. It can be a certain landscape, or space, o r even a point. A nd in this environm ent som e creatures function, w hich are usually called “agents” .
C om puter m odels, w here the atom s are the agents, are called agentbased m odels. In m ost w orks devoted to the construction and study o f agent-based m odels, the rules for interaction betw een agents are extrem ely sim ple. N evertheless, the result is quite m eaningful inform ative results.
M akarov V.L. notes there [3]: “N ow adays there is a crisis in m athem atical econom ics and in m athem atical m odeling in general. W hy? The second h a lf o f the tw entieth century can be called the
"golden age" o f the use o f m athem atics in econom ics. The achievem ents o f all the great econom ists o f this period are connected w ith m athem atics. Paul Sam uelson, Jan Tinbergen, K enneth A rrow , G erald Debre, V asily V asilyevich Leontyev, m y teacher L eonid V italievich K antorovich are N obel laureates, and th eir m ain achievem ents w ere possible because they used m athem atics to explain econom ic phenom ena. B ut now m athem atics, one m ight say, is at a dead end, because the m odels operated by these rem arkable scientists reflect reality in a sim plified w ay, and th ey need to be com plicated. A s, fo r exam ple, in the ingenious A rrow -D ebreu m odel to consider ethical standards - at least the fact th at an entrepreneur does no t alw ays seek to m axim ize profits by any m eans. Y ou com e to a m odel w here m athem atics is already useless. T hat is, the com plexity has reached the lim it in m athem atics." M odels based on the theory o f artificial societies are a new tool w here unlim ited com plication o f the m odel is possible. In research w orks on the econom ics o f know ledge currently being conducted in the R ussian Federation and the R epublic o f K azakhstan, the m ost interesting are studies related to the use o f social netw orks in the form ation o f the
“know ledge society”, the creation o f virtual laboratories fo r the form ation o f “w orld kn ow ledge”, and the m odeling o f artificial societies [2 ].
A m ong the research results, the follow ing m ain provisions o f the basic version o f the com puter m odel o f society can be noted.
1. A gents are in one o f several possible states (actions). States or actions are divided into tw o types.
The first type includes actions th at are no t directly related to interaction w ith other agents. The second type, on the contrary, includes actions affecting other people. M ore form ally, these are actions in a group o f tw o or m ore agents, th at is, group actions. M oreover, individual actions are set once and for all, th eir set is fixed. A s for group actions, th eir set is variable.
2. In the sim ulation process, an agent is random ly activated, w hich selects an action in a certain period o f tim e. The choice o f action is determ ined by the level o f attractiveness expressed by the num ber.
The agent chooses the action th at is currently the m o st attractive.
3. A s m entioned earlier, the set o f group actions (and the groups them selves) is changing. I f the set o f actions as such is relatively sm all and fixed, then the sam e action from this set, bu t carried out in different groups, is by definition different actions. Therefore, theoretically group actions are unim aginably m any.
U nder the conditions o f the w ell-know n postulate o f lim ited rationality, the ag en t’s m em ory is lim ited, for exam ple, by the m axim um num ber o f group actions th at he can rem em ber.
F o r bank m arketing, the m ost appropriate m odel is based on the concept o f partn er attractiveness.
T hat is, the m odel by w hich social netw orks are formed.
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Reports o f the National Academy o f sciences o f the Republic o f Kazakhstan
There are N agents in this m odel. Each i agent is characterized by ai num ber, show ing its attractiveness to other agents, (0 <ai <1). A i is n o t know n in advance to either itse lf or other agents.
It is revealed in the process o f interactions (as m arket value).
The definition given in the article by M isharin Y u.V . [4], also corresponds to the construction o f such a m odel o f bank m arketing in the industrial sector o f the econom y, the essence o f w hich is th at attractiveness is such a concentration o f interests at w hich th eir effective intersection begins. Through this definition, the author enters into a balance o f supply and dem and, w hich is necessary for the effective interaction o f the banking and industrial sectors o f the re g io n ’s econom y in present and in the future.
N um erous studies and m odels confirm the cyclical developm ent o f the econom y. D evelopm ent m anagem ent is feasible only w ith an understanding o f the nature and properties o f econom ic cyclicality.
There are quite a lot o f views. M isharin Y u.V . proposes the follow ing approach.
B alance o f supply and dem and - the coordination o f interests o f the interacting parties, including in the real sector o f the regional econom y, is, in fact, a technological process i f the technological process is considered as a set and sequence o f actions aim ed at the final, predeterm ined result [4].
C o n clu sio n . The balance o f supply and dem and is in essence a balance o f effectively crossed interests o f the parties engaged in certain activities. A s a result o f the intersection o f interests, a certain result or effect is obtained. From the point o f view o f sustainable developm ent, it is advisable to consider this effect as a com bination o f its social, econom ic, environm ental and institutional com ponents.
O bviously, the interests agreed upon w ithin the fram ew ork o f the “artificial society” m odel are reflected in the aggregate o f certain values - state, regional, m unicipal, corporate, individual/private, public group, etc.
B ased on the above w ritten, it can be assum ed th at the concept o f “artificial societies” is a key aspect o f im proving the tools o f bank m arketing in the industrial sector o f the reg io n ’s econom y.
A.T. Утеубаева, А.А. Кабиев, М. И мангалиева АО «Финансовая академия»
ЭКОН ОМ ИЧЕСКИЕ А С П ЕК ТЫ БАН КОВСКОГО М АРКЕТИНГА И РЕА Л ЬН О ГО СЕКТОРА
Аннотация. В эпоху бурного развития технологий и нарастающей конкуренции ценность массового клиента как источника прибыли неуклонно растет. Клиент становится основным активом банка, его нужды и потребности оказываются в фокусе банковского бизнеса. Стратегия выживания в борьбе за массового клиента основывается на подчинении всех бизнес-процессов и процедур одной единственной цели - удовлетворению потребностей клиента. В дальнейшем эффективность бизнеса будет определяться степенью удовлетворенности клиента. Экономический кризис, кризис промышленного производства подталкивает к пересмотру ключевых аспектов банковского маркетинга, который должен исследовать взаимодействие промышленного и банковского секторов и генерировать решения для повышения эффективности их взаимодействия. Кризис подтверждает, что необходимо совершенствование инструментария банковского маркетинга в промышленном секторе экономики региона. Компьютерные модели, где атомами являются агенты, называются агенториентированными моделями (agentbased models). В большинстве работ, посвященных построению и изучению агент-ориентированных моделей, правила взаимодействия между агентами чрезвычайно просты. Тем не менее, в результате получаются вполне осмысленные содержательные результаты.
Рассмотрены вопросы совершенствования использования инструментария банковского маркетинга для повышения эффективности взаимодействия промышленного и банковского секторов экономики. Рассуждая с точки экономических аспектов об эффективности банковского маркетинга, авторы утверждают, что система оценки эффективности маркетинга должна иметь не только механизмы апостериорного анализа (то есть анализа результатов принятия или неприятия предложения), но и возможность априорной оценки маркетинговых предложений, компаний, рентабельностей и даже бюджетов маркетинга. Система должна содержать инструмент, моделирующий появление клиентов, подбор предложений клиентам и оценивающий принятие или неприятие предложений, вероятностное потребление или не потребление предлагаемого продукта.
К лю чевы е слова: банковский маркетинг, банковский продукт, промышленные предприятия, устойчивое развитие, экономический кризис.
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ISSN 2224-5227 2. 2020 Information about authors:
Uteubayeva Ainur Talgatovna, PhD student of «FINANCE ACADEMY» JSC. E-mail: [email protected], https://orcid.org/0000-0002-4390-4662;
Kabiyev Ansar Amangeldyevicch, PhD student of «FINANCE ACADEMY» JSC. E-mail: [email protected], https://orcid.org/0000-0001-5520-528X;
Imangaliyeva М., PhD student of «FINANCE ACADEMY» JSC, e-mail: [email protected], https://orcid.org/0000- 0002-5171-3452
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