Methodical peculiarities for forecasting marketing indicators of banking activities

Nikitchenko Oleksandr
senior teacher, Odessa National Economic University. E-mail:anistar@ukr.net

Obnavko Oleksandr
Candidate of economic Sciences, Assistant Professor, Odessa National Economic University. E-mail:deansfpk@ukr.net

Syrchyn Oleksandr
Candidate of economic Sciences, Assistant Professor, Odessa National Economic University. E-mail:aleks_syrchin@ukr.net

Cite this article:

Nikitchenko O., Obnavko O., Syrchyn O., (2018) Methodical peculiarities for forecasting marketing indicators of banking activities. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 5(257), pp. 191-207.

Abstract

The article substantiates the possibility and necessity of forecasting socio-economic events and phenomena - the bank inevitably faces the mobility or uncertainty of the environment in its activity. The mobility (variability, instability) of the marketing environment in the economy is explained, first of all, by the high saturation of the consumer market, its diverse, rapidly changing nature, the instability of the social, political and legal sphere. In these conditions, for making decisions in a commercial bank, one must rely on the constant updating of data on the external environment, i.e. their analysis and forecast. Forecasting as a method of reducing the risks caused by uncertainty, allows you to find out the most likely state of the external marketing environment in the future. The article proposes a theoretical and methodical approach to forecasting various marketing indicators that reflect the external and internal causes that affect the management of the bank's activities.

Keywords

bank, banking, market of banking services, marketing of the market, modeling of marketing indicators, forecasting of marketing indicators.

JEL classification: С530

UD classification: 336.7

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