MARKETINGUL BANCAR SI IMPLICATIILE SALE IN CADRUL SC

                                                      CUPRINS
                                        Pag
Capitolul I :
          PREZENTAREA BĂNCII ROMEXTERRA BANK ..............................5
            1.1. Scurtă  prezentare a SC ROMEXTERRA BANK  .................5
                                             1.2. Romexterra Bank in Romania
                            ..............................................11
                                            1.3. Principala misiune a bancii
                        ..................................................13
                              1.4.  Riscul si managementul in activitatea de
                                                  creditare.............. 15
Capitolul II :
                          ANALIZA –DIAGNOSTIC DE MARKETING A BĂNCII …………..20
                    2.1 Prezentarea compartimentului de marketing ………………..20
                   2.1.1.Structura organizatorică a compartimentului de
                                             marketing………………………………………………..20
                           2.1.2.Investigaţiile de marketing ……………………………..26
                       2.1.3.Studiul comportamentului clientului …………………..32
                                 2.2.Mixul de marketing …………………………………………….41
                         2.2.1.Definirea mixului de marketing …………………………..41
                                  2.2.2.Mecanismul comunicaţiei promoţionale
                                                      ……….................51
                         2.3.Structura organizatorică şi relaţiile ierarhice
                                                           ……………..........60
Capitolul III:
                            ANALIZA ECONOMICO-FINANCIARĂ A BĂNCII ROMEXTERRA
BANK........................................................................
                                           ...............................64
                                                     3.1. Climatul  economic
            ..............................................................64
                  3.2. Operaţiuni active şi pasive ale băncii MKB ROMEXTERRA
                                              BANK………………………………………………………………65
              3.3. Indicatori financiari la MKB ROMEXTERRA BANK în  perioada
                                   2001-2006……………………………………………………..........73
Capitolul IV :
                                                     STRATEGII DE DEZVOLTARE
              ............................................................77
                                     4.1. Poziţia pe piaţa financiar-bancară
                             .............................................77
            4.2. Alternative strategice pentru eficientizarea activitaţii
                                                                      băncii
............................................................................
                                                                         .79
                    4.3. Politica de marketing a băncii …………………………….......82
BIBLIOGRAFIE