| Abstract | U današnjem užurbanom načinu života svatko pokušava na razne načine uštedjeti vrijeme te ga uložiti u kvalitetnije stvari. Upravo iz tog razloga banke pokušavaju na vrlo konkurentnom tržištu pridobiti nove korisnike i zadržati one postojeće, te se koriste raznim marketinškim strategijama kako bi ostvarile taj cilj. Jedan od glavnih noviteta koje su banke razvile jest Internet bankarstvo, koje premješta rad i komunikaciju banka i korisnika na Internet te ne zahtjeva osobni dolazak korisnika u poslovnicu. Također, ono omogućuje provođenje raznih transakcija na bilo kojem računalu, mobilnom telefonu ili tabletu. Jedini uvjet za korištenje takvog poslovanja, osim naravno računala jest pristup internetu. Bankarstvo kakvog poznajemo danas se razvilo tek u posljednjih nekoliko godina s obzirom da su banke u početku bile vrlo skeptične u korištenju marketinga. Može se reći kako marketing tada nije bio ni potreban, jer su bankarske usluge svima bile potrebne, pa su tako banke diktirale način korištenja svojih usluga. No u današnje vrijeme banke moraju prodati svoje proizvode i usluge baš kao i bilo koji drugi proizvod, tako da su bile primorane uvesti kvalitetniju komunikaciju sa svojim potrošačima. Kako se otvaralo sve više banaka, konkurentnost na tržištu je postala sve veća s obzirom pa su potrošači dobili mogućnost izbora. U tome su im pomogla razna istraživanja tržišta, želja i potreba korisnika, uvođenje marketinga te marketinških strategija, a na kraju i odlučivanje koje će medije koristiti u promoviranju svojih proizvoda i usluga. |
| Abstract (english) | In today's busy lifestyle, where time is money, each of us is in various ways trying to save time and to invest it in more important things than for example waiting in a line at the bank. Because this are one of the main desires and needs of the users of banking services, and the banks are trying, on a highly competitive market, to attract new customers and keep the existing ones, they are using a variety of marketing strategies to achieve this goal. One of the main novelties that banks have developed is Internet banking, which moves work and communication of banks and users to the Internet, and does not require a personal appearance of users in an office of the bank, but it allows you to perform a variety of transactions on any computer, mobile phone or tablet. The only requirement for the use of such business except of course a computer is Internet access.Banking as we know it today was developed only in the last few years, since the banks initially were very skeptical in using marketing. Also marketing was not necessary then, because everyone needed banking services, so the banks dictated how their services are to be used. But today the banks must sell their products and services just like any other product, so they have had to introduce better communication with its customers. How more and more banks were opened, market competitiveness has become increasingly bigger, considering the customers got a possibility of choice, even the banks were forced to start using marketing to retain their customers and acquire new ones. With that goal helped a variety of market research, desires and needs of the users, the introduction of marketing and marketing strategies, and finally deciding which media to use to promote their products and services. |
