1 LI M U T khi nn kinh t nc ta chuyn sang nn kinh t th trng, c bit l t sau khi php lnh v ngn hng nc ta ra i (1990) th ngnh

h ngn hng cng c s chuyn i cn bn t h thng ngn hng l mt cp sang h thng ngn hng hai cp. S xut hin hng lot ngn hng thng mi trong nc v s xm nhp th trng ca cc ngn hng lin doanh chi nhnh v vn phng i din ca cc ngn hng nc ngoi lm cho mi trng kinh doanh ngn hng nc ngoi lm cho mi trng kinh doanh ngn hng nc ta nng dn ln v th phn ca cc ngn hng thng mi trong nc ngy cng b thu hp. Bn cnh , do s yu km trong kinh doanh, c ch chnh sch thiu ng b v cn nhiu bt hp l gy nn tnh trng tht thot vn nghim trng, n kh i gia tng. iu ny y cc ngn hng thng mi ca nc ta vo trng thi n trnh, co cm trong kinh doanh trong khi lng vn vay li b ng nhiu (nm 1999 s lng vn vay b ng cc ngn hng tng 20% so vi nm 1998). Trc nhng kh khn , khai thng nhng b tc v a hot ng kinh doanh ca cc ngn hng thot khi tnh trng tr tr, yu km, nng cao sc cnh tranh, cc nh qun tr ngn hng nc ta nhn thy vai tr quan trng ca Marketing nn tng bc chuyn hng kinh doanh theo trit l Marketing v t c nhng kt qu nht nh. Tuy nhin do n cn mi m i vi cc ngn hng v c l lun ln thc tin nn vic ng dng Marketing trong kinh doanh cn nhiu yu km v cha tng xng vi tim quan trng ca n. Xut pht t tnh hnh , gp phn nng cao hiu qu ca vic ng dng Marketing trong hot ng kinh doanh cc ngn hng thng mi ca nc ta, em chn ti Hot ng Marketing trong lnh vc ngn hng Vit Nam , thc trng v gii php cho bi vit v ti nghin cu khoa hc ca mnh. Mc tiu ca bi vit l xut pht t nhng c im chung v hot ng Marketing trong ngnh ngn hng v athuc trng ng dng Marketing cc ngn hng thng mi ca Vit Nam tm ra nhng gii php gip cho cc nh qun tr ngn hng nng cao hiu qu vic ng dng Marketing trong lnh vc kinh doanh ca mnh. 2 thc hin c mc tiu ny em s dng phng php nghin cu m t v ch yu l da vo nhng d liu th cp tm ra nhng tn ti v yu km trong hot ng Marketing ca cc ngn hng nc ta, t a ra nhng gii php mang tnh cht c nhn ca mnh. Em xin chn thnh cm n c gio Nguyn th Tm tn tnh gip , hng dn em hon thnh c bi vit ny. Vi trnh cn nhiu hn ch, li t hiu bit v ngn hng nn chc chn bi vit khng trnh khi nhng yu km v thiu st. Em mong c s ng gp kin nhit tnh ca cc thy c gio em c tin b hn trong nhng bi vit sau ny. Sinh vin thc hin L Vn Cn 3 CHNG I. BN CHT CA MARKETING TRONG HOT NG KINH DOANH NGN HNG I. S CN THIT CA MARKETING TRONG HOT NG KINH DOANH NGN HNG 1. Lch s ca vic p dng Marketing trong ngnh ngn hng trn th gii Cch y khng lu, trong con mt cng chng hnh nh ngn hng nh l ngi din tin bc, l kt st gi tin khng hn khng km. Hot ng ca ngn hng i vi khch hng nh l s gip , ban n. Khi tin hnh giao dch vi ngn hng

khch hng phi chu khng t iu phin toi, h ch i vi thi gian di trong iu kin khng ly g lm d chu. V trong nhng cng ty sn xut vt cht khc p dng Marketing mt cch thnh cng v thu c nhiu thnh qu ln th cc nh qun tr ngn hng vn ang say sa vi nghip v ca mnh m khng ch n nhu cu ca khch hng cng nh x hi mong mun ca h. Th nhng khi mi trng kinh doanh thay i, cnh tranh ngy cng mnh m v cc ngn hng hot ng ngy cng km hiu qu th cc nh qun tr mi ch trng ti Marketing v cho n tn nhng nm 20 ca th k 20 th Marketing mi thc s i vo ngn hng. Tuy nhin khng phi ngay t u cc nh qun tr ngn hng hiu bit v Marketing mt cch ng n v y m s nhn thc ca h v Marketing ch thc s c hon thin dn qua 5 giai on ng dng Marketing vo kinh doanh ngn hng mt cch thn trng v d dt. Giai on 1: Marketing l qung co, khuyn mi v tuyn truyn giai on ny khi cc ngn hng gp s cnh tranh mnh m th h mi bt u nhn ra vai tr ca Marketing nhng n mi ch dc nhn nhn di hnh thc Khi nim v s qung co v khuyn mi m khng phi di hnh thc quan im Marketing. Hot ng Marketing ch din ra di dng qung co v khuyn mi mt cch mnh m bng cch tng cho khch hng nhng mn qu hp dn thu ht khch hng v cc i th cnh tranh cng bt u p dng nhng phng php ny. Giai on 2: Marketing l n ci v bu khng kh nim n: gi c khch hng, ngn hng bt u ra cc ch trng lm vui long khch hng, ch v nhn vin ngn hng hc cch mm ci, s ngn cch gia nhn vin ngn hng v khch hng dn c rt ngn, ni tht ca ngn hng c b tr v thit k li to ra khng kh m cng v thn thin cho khch hng. Giai on 3: Cc ngn hng i su hn vo vic ng dng Marketing bng hot ng phn khc th trng, la chn cho mnh nhng khc th trng v lun i mi sn phm trn tng khc th trng mc tiu nhm gi v tr tin phong so vi cc ngn hng khc. Giai on 4: Marketing l xc nh v tr: Din n cc ngn hng u thc hin qung co, mm ci v u thc hin phn khc th trng v i mi do h c nhng dng v rt ging nhau v khch hng rt kh phn bit c cc sn phm m ngn hng cung cp. Ngn hng nhn thc rng khng th cung cp c tt c cc chng loi sn phm v tr thnh ngn hng tt nht i vi tt c cc khch hng. Do vy ngn hng ph sot li nhng c hi ca mnh v tin hng chim lnh mt v tr trn th trng nhm khc su hnh nh ngn hng trong tm tr khch hng v lm cho khch hng thy c s khc hn ca ngn hng so vi i th cnh tranh. Giai on 5: Marketing l phn tch, lp k hoch v kim tra Marketing y l quan nim su hn, hon thin hn v Marketing ca ngn hng, ngn hng cm thy nhc nhi khi thy rng mnh khng tin hnh c nghin cu Marketing lng nh tim nng ca cc th trng khc nhau, i hi phi c k hoch Marketing, xc nh hn mc v pht trin nhng h thng khen thng thch hp trong qun l. Qua 5 giai on pht trin v nhn thc Marketing trong kinh doanh ngn hng chng t rng trong mt thi gian di Marketing khng c cc nh qun tr ngn hng trn th gii ch trng mt cch ng mc. S bng quan v Marketing v bic p dng n vo kinh doanh mt cch chm tr hn ch hiu qu kinh doanh ca cc ngn hng. Th nhng khi mi trng kinh doanh tro nn khc nghit, y bin ng, s cnh tranh gia tng th cc ngnh qun tr ngn hng nhn thy r tnh

cht sng cn ca vic chuyn hng kinh doanh theo trit l Marketing v quan im v Marketing ngy cng c hon thin hn. 2. Nhng thch thc m cc ngn hng phi i mt trong thi gian gn y: - Th phn ca cc ngn hng ngy cng b thu hp do cc nguyn nhn: + S xut hin mt cch t ngn hng mi + S vn ra khi bin gii ca cc ngn hng ln (s ton cu ho) c bit l cc ngn hng phng ty, M, Nht Bn + S xut hin nhiu t chc phi chnh ph ngn hng - S e do ca cc sn phm thay th - S tin b vt bc ca khoa hc, cng ngh i hi cc ngn hng phi hin i ho cng ngh ca mnh - Cc cuc khng hong kinh t khu vc thng xuyn xy ra lm cho nn kinh t th gii y bin ng - Nhu cu ca ngi tiu dng v dch v ngn hng ngy cng cao v thng xuyn bin i - Nhiu chin lc cnh tranh mi ra i: cnh tranh theo quy m (sp nhp, hp nht), cnh tranh v cng ngh... Nhng thch thc trn y lm cho hot ng ngn hng gp khng t kh khn. trn thc t nhiu ngn hng do cn duy tr phng thc kinh doanh lc hu i ti ph sn hoc kinh doanh km hiu qu phi sp nhp, hp nht vi cc ngn hng khc hoc b cc t chc ti chnh ln mua li. Ngay nh nhng cng quc ngn hng l M v cc nc Tu u cng c nhng s v, xo trn trong h thng ngn hng. Mt cng quc v ngn hng nh Nht Bn cng khng trnh khi iu ny c th ngn hng Dalwa bank b sp vo cui nm 1999, ngn hng Nippow cng b ph sn vo u nm nay, hai ngn hng l Bank of Tokyo v Missubishi do kinh doanh km hiu qu nn tin hnh sp nhp vi nhau. c bit 3 ngn hng ln ca Nht Bn l Daiichi Kangyo Bank, Fi Bank v Unduztrial Bank ang c k hoch hp nht vi nhau thnh mt siu ngn hng c tene gi l Mizuho Holding Group nhm tng cng sc cnh tranh trn ton cu. T nhng thc t ny buc cc ngn hng phi tin hnh hin i ho phng thc kinh doanh ca mnh v hn bo gi hts Marketing tr thnh cng c cc k quan trng trong kinh doanh ngn hng. II.BN CHT CA MARKETING TRONG LNH VC KINH DOANH NGN HNG 1.Nhng nt c th trong hot ng kinh doanh ngn hng 1.1.c im v sn phm Ngn hng l mt t chc kinh doanh tin t, mt loi hng ho c bit. Sn phm ca ngn hng chnh l nhng dch v lin quan n tin t m ngn hng cung cp cho khch hng nhm p ng nhu cu ca h.Do vy, sn phm ca ngn hng mang y tnh cht ca sn phm dch v v c nhng c im chnh sau: - Sn phm mang hnh thi phi vt cht - Qu trnh sn xut v tiu dng dch v din ra ng thi - Sn phm ca ngn hng kh c phn bit, nhn bit ngay v li ch, cng dng ca chng. - Mc ng nht ca sn phm l cao - Sn phm ca ngn hng ngy cng c a dng ho, hng loi cc dch v mi mi ra i. 1.2.c im v khch hng . Khch hng ca ngn hng rt a dng v phong ph, n bao gm cc tng lp dn c, cc t chc kinh t, chnh tr v c bit cc ngn hng cng tr thnh khch hng

ca nhau... Ngy nay cc ngn hng ang tin hnh a dng ho dch v ca mnh nn s lng khch hng ca ngn hng ngy cng tng ln mt cch nhanh chng. Tuy nhin khch hng ca ngn hng l mt tng th kh phc tp v cha nhiu tiu thc phn on khc nhau. Bn cnh nhu cu ca khch hng v cc dch v ngn hng l khng ng nht v c nhiu bin ng. 1.3.c im v cnh tranh Cng vi xu hng chung ca nn kinh t, kinh doanh ngn hng ang din ra trong mt mi trng ht sc gay gt, vi cng cnh tranh cao v cha ng khng t ri ro. Ngy nay, xu hng cnh tranh ca cc ngn hng th hin di ba hnh thc: - Cnh tranh v cc hot ng Marketing - Cnh tranh v t ng - Cnh tranh theo quy m (dng sp nhp, hp nht, lin kt vi nhau nhm tng sc cnh tranh ) 2.c im hot ng Marketing trong ngn hng 2.1.Nghin cu cu Vic nghin cu cu thc cht l i tm cu tr li cho cu hi Khch hng cn nhng sn phm g?, nhu cu thc t v chng nh th no?. Ngoi ra ngn hng cn cn thit phi bit thm cu c kh nng chi tr, ngha l cu c m bo bng tin vn ca khch hng. Qua trnh nghin cu cu bao gm a. Nghin cu mc cu hin ti. bc ny phng Marketing c nhim v xem xt cc phng hng chung hnh thnh cc nhu cu ca khch hng tim nng v c khch hng ang phc v, cn pht hin tron s khch hng th hin nay cn quan tm n nhng khch hng no. Ngoi ra cn ch rng khng phi tt c cc nhu cu c pht hin ngn hng u c kh nng p ng. Qu trnh nghin cu b. D on cu d on chnh xc nhng bin i ca cu cn nghin cu cc khuynh hng hin c trn th trng c xem xt, pht hin tt c cc yu t nh hng n tn hnh cu v xc nh mc tc ng c th ca chng. Vic phn tch cc khuynh hng hin c trong vic bin ng ca cu ca tng loi sn phm da trn c s nghin cu s vn ng ca cu ca tng loi sn phm ngn hng i vi tng loi ngn hng. V d: s bin ng ca khch hng c mc thu nhp cao s c tc dng ti cc dch v ngn hng nh t vn v thu kho, cc khon vay ln. V vy khi pht hin cc khuynh hng bin ng ca khch hng dn ti bin ng ca cu v cc sn phm v dch v ngn hng th cn so snh vi cc sn phm va fdv m khch hng hin ang cung ng c cc k hoch iu chnh. 2.2.Phn on th trng Do hot ng trong nhng iu kin phc tp ca th trng nn ngn hng phi ch ti cc vn phc v ai v nh th no. trn thc t cc ngn hng khng mun tho mn tt c cc nhu cu ca tt c cc khch hng tim nng. Do Tng nhu cu v dch v ngn hng, Nhu cu v dch v ngn hng thi im no c kim tra c th . Cu v dch v ca loi khch hng m ngn hng ang phc v hoc d nh phc v. Cu v ton b sn phm hin c ca ngn hng thi im no . Tng nhu cu v dch v ngn hng thi im Pht hin cc sn phm cha c cung ng thi im hin ti nhng c nhu cu cao ca nhm khch hng . Phn tch v kh nng v s hp l ca vic ngn hng cung ng cc dch v mi. Phn tch kh nng v s hp l ca vic ngn hng phc v cc loi khch hng mi th trng ngn hng c chia ra thnh cc phn on m ngn hng thc hin vic bn sn phm ca mnh. Vic xc nh chnh xc

cc gii hn th trng phc v c ngha to ln bi v chnh trong gii hn ny l ni ngn hng hot ng v hng cc chin lc ca mnh vo . Trong hot ng ngn hng, tiu thc phn on th trng rt a dng v phong ph. Tuy nhin 2 xu hng c s dng rng ri nht. a. Phn on th trng theo cc nhm ngi tiu dng Vic phn on theo tiu thc ny l mt qu trnh tng i kh khn v phc tp, i hi ngn hng phi c nhiu n lc. Theo tiu thc ny th trng c chia thnh 4 nhm sau - Th trng cng ty - Th trng bn bun - Th trng bn l - Cc t chc ti chnh tn dng khc v chnh ph. b. Phn on theo c trng ca cc dch v cung ng Phn on theo tnh cht cc dch v cung ng rt c li khi la chn cc th trng mc tiu v cho php xc nh sn phm no ca ngn hng c hp dn nht i vi khch hng v cho php so snh dch v vi dch v ca i th cnh tranh. Theo phng php ny c 4 tiu thc nh c cc ngn hng s dng sau y. - Phn on theo dch v tn dng - Phn on theo dch v tin gi - Phn on theo nghip v u t - Phn on theo cc dch v khc c. Phn on theo mt vi tham s khc Ngoi hai phng php trn th ngn hng cn s dng mt s tiu thc khc phn on th trng nh: - Phn on theo tiu thc a l - Phn on theo la tui - Phn on theo mc tin gi 2.3.La chn th trng mc tiu Sau khi cng vic phn on th trng c hon thnh th vic quan trng tip theo l la chn th trng mc tiu nhm tm ra nhng on th trng m ngn hng c th mnh hn i th cnh tranh.Vn t ra i vi ngn hng l la chn mt trong s cc phng n hot ng sau: a. Tp trung c gng phc v mt nhm khch hng Vic tp trung c gng vo mt phn on th trng thch hp ti ngn hng tham gia vo th trng mi nhm mc ch lm cho s m rng kinh doanh tip theo. Song nu duy tr lu chin lng ny s tung i phc tp khi i th cnh tranh bt u tng s cnh tranh v khi ngn hng s gp ri ro cao. b. Tho mn mt nhu cu no ca tt c cc nhm khch hng. Phng n ny c la chn trong thi k ngn hng mi c thnh lp, khi m bao quanh l s cnh tranh mnh m. y iu c bit l ngn hng phi la chn ng n sn phm m ngn hng c kh nng tho mn s lng ti a khch hng v c kh nng cnh tranh. c. Chuyn mn ho c la chn cc phn on th trng khc nhau. Phng n ny c p dng khi ngn hng c v th ca mnh trn thng trng, m bo chi ngn hng t chu nh hng ca nhng thay i th trng cng nh nhng tht bi trong cnh tranh.Tuy nhin, cn phi tn km cho chi ph Marketing v ngn hng pha phn tn sc lc nn t c u th cnh tranh mt phn on th trng ring no d. Phc v ton b th trng

Theo phng n ny ngn hng cung ng cho tt c cc khch hng c nhu cu v khng hn ch trong khun kh cc nhm khch hng nht nh. Tuy nhin, phng n ny ch thch hp vi cc ngn hng ln, kh nng ti chnh mnh. 2.4.Dch v sn phm Sau khi th trng mc tiu c la chn th nhim v ca ngn hng l phi tm cch xm nhp vo thng qua qu trnh nh v hng ho, tc l phi tm cch khc ho hnh nh ca sn phm trng tm khi khch hng th trng mc tiu, bt ngun t s thu hiu nhng cm nhn v nh gi ca h v sn phm. Ni chung sn phm ca ngn hng l rt kh phn bit nn nh v sn phm th cc ngn hng thng xc lp hnh nh thng qua cc biu tng hay y mnh cc hnh thc tuyn truyn v khuyn mi, tng mc vt cht ho sn phm ca mnh c nhng c im khc bit so vi i th cnh tranh. 2.5.H thng Marketing - mix (4P) 1.1.1. Chin lc sn phm (P1) Sn phm ca ngn hng thc cht l cc dch v m cc ngn hng cung ng cho khch hng, cc khch hng mua sn phm ca ngn hng thc cht l mua kh nng tho mn mt nhu cu no ca mnh. Cc dch v ca ngn hng c phn loi theo s sau: a.Dch v tin gi: tin gi l ngun quan trng nht trong vn tin t ca ngn hng, chnh v vy m ngn hng tp trung nhng c gng ch yu v tip thvo ngun vn ny, ngun vn bng tin ca ngn hng gm c cc dng sau. Dch v tin gi Dch v tn dng Cc dch v u t Cc dch v khc Cc dch v ca NH c. Dch v tn dng Cho vay vn l hot ng quan trng nht ca ngn hng v dch v ch yu to ra ngun thu nhp cho ngn hng trn c s chnh lch li sut cho vay v lo sut huy ng vn ca ngn hng. C rt nhiu cch phn loi dch v cho vay theo cc tiu ch sau Theo loi ngun vn vay Theo thi h vay Theo tnh cht m bo Theo phng php cp tin vay Theo cch thc tr n Theo tnh cht li sut Theo phng php chi tr li sut Theo loi tin vay Theo s lng ngun vn vay Cc dch v mang tnh cht tn dng d. Cc dch v u t: Ngun vn bng tin Tin gi ca khch hng Tin vay ca n cc t chc tn dng khc Vn c phn Tiu ch cho vay vn 13

Ngoi cc dch v cho vay, s dng s vn nhn ri mt cch c hiu qu th ngn hng cn tin hnh cc nghip v u t vo cc giy t c gi, cc loi giy t c gi nht m ngn hng u t c chia thnh 2 nhm ln - Cc d tr th nht - Cc d tr th hai Cc giy t c gi thuc loi d tr th nht nhm mc ch thu li nhun cho ngn hng v thng l cc gi t c gi c thi hn di v a li thu nhp cao, chng hn nh cng tri do chnh ph pht hnh. Cc giy t c gi thuc loi d tr th hai t mc ch nng cao kh nng thanh ton hn l thu nhp. e. Cc dch v khc Ngn hng tin hnh cc dch v ny nhm mc ch m bo cho ngn hng khon thu nhp b sung v cho php hn ch ri ro. Chng bao gm hng lot cc dch v trong c c cc dch v khng thuc lnh vc ngn hng, bao gm: t chc thanh ton tin mt, dch v ngoi t, dch v tn khc, dch v bo qun vt c gi, dch v t vn, dch v thng tin, dch v kim ton, dch v thm nh kinh t k thut, cc dch v bo lnh, bo him v cc dch v khc. 2.5.2.Chin lc gi c Gi c trong hot ng ngn hng chnh l chi ph m khch hng phi tr cho ngn hng c s dng cc dch v do ngn hng cung cp. N c th hin r nht li sut ca ngn hng. y l nhn t th hai ca Marketing v l nhn t ch yu xc nh thu nhp ca ngn hng trn c s nh gi cc chi ph m ngn hng b ra. Thng thng rt kh c th xc nh c cu chi ph trong hot ng ngn hng do n cn tu thuc vo s quan tm ca cc ngn hng i vi vic cung ng cc dch v tng hp cho thy khch hng ca mnh( c gi l cc dch v lin kt) Tnh cht tng hp ngy cng phc tp hn cho vic nh gi cc thit hi do cung ng tng dch v bi v rt kh c th phn chia chng t trong mi lin kt. Do cc ngn hng truyn thng thng nh hng ti vic xc nh tng li nhun m khng ch c bit ti cc chi ph v cung ng tng dch v. Chnh sch ca chnh ph v vic iu chnh hp ng ngn hng mt cch trc tip hay gin tip u c tc ng n qu trnh hnh thnh gi ca ngn hng, c bit l vic n nh tin li sut...iu c th hin r nt cc nc phng Ty trong thi k cnh tranh ngn hng cn yu t. Tuy nhin s cnh tranh mnh m ngy cng tng t pha cc t chc ngn hng cng nh cc t chc phi ngn hng lm suy yu ng k s can thip ca Chnh ph trong vic hnh thnh gi ca ngn hng. T gi c trong kinh doanh ngn hng c c hi vn ng theo quy lut cung cu nh cc gi c ca cc hng ho khc. Thc tin hot ng ca cc ngn hng trn th gii tch lu c nhiu kinh nghim trong vic vch chin lc hnh thnh gi c. c c mt mc gi ph hp vi tng nhm khch hng, m bo li nhun cho khch hng cng nh ngn hng v ph hp vi gi c ca i th canh tranh th qu trnh vch ra chin lc gi c ca i th cnh tranh th quy trnh vch ra chin lc gi c cho hot ng kinh doanh ngn hng ca cc nh Marketing ngn hng sau y c s dng rng ri nht. Xc nh mc tiu hnh thnh gi c nh gi cu Phn tch c cu chi ph Nghin cu gi c ca cc i th cnh tranh La chn phng php hnh thnh gi Tnh ton cc nhn t nh hng n vic hnh thnh gi Xc nh gi c cui cng

2.5.3.Chin lc phn phi (P3) Mt h thng cung ng sn phm ph hp vi khch hng, a im v thi gian cung ng dch v ca ngn hng l thc s cn thit. Trc y h thng cung ng dch v ca ngn hng thng da ch yu vo cc ch im ngn hng trc tip phc v khch hng. Ngy nay, nh c s pht trin vt bc ca k thut in t v cng ngh thng tin m h thng phn phi ny c s thay i r rt. Thay vo ngi ta ch ti cc chi im kinh doanh, ch dn bn hng in t, dch v ngn hng ti nh v tip th qua in thoi. Xu hng hin i ho vic cung ng trn y ang c cc ngn hng coi trng, bn cnh l xu hng trnh m nhiu chi nhnh v gim mt s lng ln cc chi nhnh cung ng ton b cc dch v ngn hng. 2.5.4.Chin lc xc tin hn hp (D4) Trong mi trng hot ng kinh doanh, ngn hng c mt h thng cc mi giao tip phc tp: vi khch hng, vi cc nh ch ti chnh khc nhau, vi ngn hng TW, vi cc cng chng khc... V cc mi quan h c cc phng hng khc nhau v an cho nhau nn ngn hng c nhim v phi tin hnh hnh thnh v duy tr hnh nh cc sn phm cng nh t chc mnh trong con mt ca x hi v khch hng tim nng. Mun vy, ngn hng phi tin hnh cc hot ng xc tin hn hp. Cng nh cc ngnh sn xut vt cht v dch v khc, h thng xc tin hn hp ngn hng cng bao gm 4 yu t sau: a. Bn hng c nhn: Bn hng c nhn l vic cung cp cc sn phm ngn hng bng cc cuc tip xc vi c nhn gia ngi i din ca ngn hng vi khch hng. Thng qua cc cuc tip xc, nng ngn hng hiu bit r hn v khch hng v p ng mt cch tt nht nhu cu ca h. Trong mi trng cnh tranh gay gt v ri ro cao nn cng c ny ngy cng c cc ngn hng ch trng. Song chi ph v cc cuc tip xc l cao nn n ch c p dng trong vic phc v cc khch hng ln. b. Kch thch tiu th Bao gm vic thc hin t hp cc cng c nhm thc y s phn hi ca cng chng mc tiu vi cc bin php khc nhau trong phm vi chin lc Marketing v chin lc thng tin ca khch hng. Kch thch tiu th khng c kh nng c thc hin mt cch thng xuyn i vi cc sn phm ca ngn hng v thu ht thm khch hng mi to mi quan h lu di. Tuy nhin hiu qu do n mang li tng i nhanh hn s vi cc bin php tc ng khc. ngy nay ngn hng thng s dng cc cng c kch thch tiu th theo 3 hng chnh: - Kch thch ngi tiu dng: dng cc bin php nh thi tuyn, trng by, trao gii thng, h gi, tuyn truyn cc hnh mu ... - Kch thch lnh vc thng nghip: c thc hin khi cc dch v ca ngn hng c cung cp gin tip, thng qua bn th 3. Cc cng c kch thch trong lnh vc ny bao gm: h gi c bit, trim lm chung, cung ng hng ho min ph, phn thng cho nhng ngi mi gii, qu lu nim hay cc qu tng khc... - Kch thch nhn vin ngn hng: gip nng cao cht lng phc vkhch hng v pht trin k nng thc hin nghip v bng cc bin php nh: s dng cc loi phn thng, thi ua, qu tng... c. Qung co Ngn hng s dng qung co di hnh thc gii thiu cng cng nhm gii thiu sn phm v thc y cu v sn phm ca ngn hng i vi th trng mc tiu. mt iu t ra l cc sn phm ca ngn hng khng c hnh thi vt cht do n khng d dng c ngi tiu dng nhn bit. Do vy s dng qung co l iu cn thit khch hng nhn bit r rng v sn phm ca ngn hng v nhng li ch m h nhn c khi s dng cc sn phm do ngn hng cung ng.

d. Tuyn truyn y l b phn cng tc quan trng nht v mi quan h x hi, l hot ng c t chc ca ngn hng vi mc ch hnh thnh nhng hnh nh tt p v ngn hng trong con mt cng chng bng cch cung cp cc tng tin quan trng v ng tin cy v cc hot ng ca n trn cc phng tin thng tin i chng. Cc chin dch tuyn truyn thng c ngn hng nhm mc ch gii quyt cc nhim v Marketing nh: hnh thnh, cng c hay sa cha hnh tng ngn hng; tuyn truyn v cc sn phm ca ngn hng m bo s ng h t pha cc nhm khch hng khc nhau... 2.6.C cu t chc b phn Marketing trong ngn hng C cu t chc ngn hng l mt b phn quan trng t c mc ch chin lc chn. Tt c hot ng ca ngn hng ph thuc vo vic ngn hng c t chc nh th no v cc mi quan h gia lnh o v cn b nhn vin ngn hng nh th no. Thng thng nhng thiu st trong c cu t chc cng lm cho hot ng ca ngn hng km hiu qu v c th i ti khng hong. i vi Marketing tuy n thm nhp vo ngn hng kh mun, nhng ngy nay cc nh qun tr ngn hng trn th gii nhn r vai tr v cng quan trng ca n v b phn Marketing chim mt v tr xng ng trong c cu t chc ca ngn hng. Tuy c nhiu kiu cu trc ngn hng khc nhau nhng b phn Marketing vn c t ngang hng vi cc b phn quan trng khc nh l ti chnh, kinh doanh, nhn s, lut, k ton... C cu t chc ngn hng theo nguyn tc sn phm Ngoi vic chim v tr quan trng trong c cu t chc ngn hng th hot ng Marketing c cc ngn hng t chc mt cch chc ch, bi bn theo cc nguyn tc khc nhau. T chc phng Marketing theo chc nng Trn thc t c cu t chc ngn hng v b phn Marketing c th thay i mt cch linh hot theo tng nhim v v mc tiu ngn hng ngng Marketing vn chim v tr quan trng so vi cc b phn khc v c t chc hot ng mt cch cht ch v khoa hc.