ECONOMIC ASPECTS OF BANK MARKETING AND THE REAL SECTOR
Ключевые слова:
bank marketing, bank product, industrial enterprises, the theory of artificial societies, sustainable development, economic crisis.Аннотация
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
