Features of implementation of market segmentation policy in bank marketing Tog’ayev Salim Sobirovich PhD, Acting associate professor, Department of

In our opinion, the methodological requirements for this policy of the bank are as follows:
- high level of flexibility, which reflects changes in the conjuncture of certain segments of the modern financial market;
- taking into account the individual characteristics of a specific region or network from the point of view of demand for banking services;
- taking into account not only the current, but also the prospective state of the demand for banking services in a certain region or sector when making decisions on changing the banking policy under consideration;
- ensuring the connection of this policy with other policies of strategic marketing (especially assortment and price).
In addition, the network characteristics of the policy are determined by the following factors:
- the presence of high-level economic and other obstacles during entry and exit from the relevant segments of the market;
- the possibility that competitors occupying a certain segment of the market will unite in order to prevent "foreign banks" from entering this segment and gaining a strong position in it;
- the caution and conservatism of most potential customers regarding cooperation with a bank that has just entered the market.
In addition, additional network features of this policy specific to our country are explained by the following factors:
- the possibility of assessing possible changes in the network or regional conjuncture is much lower;
- monopolization of attractive network markets by individual banks.


For example, some sectors (oil and gas industry, energy, railway transport, etc.) are completely closed to "foreign" banks (despite the fact that customers are offered extremely privileged services).

- disproportions in the economic development of sectors and regions, as well as in the payable demand of their representatives.

The bank's policy of acquiring new market segments should take several approaches that are determined based on options.
The first approach is related to the identification of priority options for capturing new market segments.