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Theoretical and Applied Economics
No. 1 / 2007 (506)

Price Strategies in Banking Marketing

Iuliana Cetina
Nora Mihail
Academia de Studii Economice Bucuresti

Abstract. All organizations must settle a price for the services they offer. The price for services is an important element of the marketing mix, being an important income source for the organization. The settlement of a correct price, both for the market and the competition, is a significant element for the sector of financial - banking services. Another important factor to take into consideration is the fact that the banks do not settle only the prices for individual services, but also coordinate their prices for service packages. As the competition in the financial - banking services has intensified, the settlement of correct prices has become an essential element for the marketing strategy. Nevertheless it is important to remind that the price is not a central element. There are other significant grounds, the price being only one of the elements of the marketing mix. Although in Romania many customers may be sensitive in present to the price, as the competition will increase, the quality of the services will become more important to the customers, and the demand will be complex.

Keywords: pricing for banking services; price versus non-price competition; factors affecting price; pricing of specific banking products; trends in pricing.

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