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1165CONCEPTANDEVOLUTIONOFBANKMARKETINGTurkes(Vînt)MirelaCatalinaTransylvaniaUniversityofBrasovFacultyofEconomicSciencesThebankmarketing,aspecializedfieldofthemarketing,hasemergedfollowingtheextensivedevelopmentofthegeneralmarketingandfollowingtheappearance,separationanddevelopmentofservicesmarketing.Thearticleshowstheappearance,developmentanddelimitationofthebankmarketingconceptfollowingtheincreaseofthefinancial-bankingsectorinallworldcountriesduetotheappearanceofnewcompetitorsandthecompetitionintensification.Theresearchconsistedinpresentingtheevolutionstagesofthebankmarketingandthemannerinwhichtheconcepthasbeenapproachedandperceived,intime,byvariousRomanianandforeignspecialists.Throughanalysis,Ihaveshowntheimportanceofincludingthebankmarketingconceptintotheassemblyoftacticalandstrategicdecisionsofthebankingcompanies.Keywords:marketing,bankmarketing,concept,evolution.CodeJEL:M31,G21IntroductionFollowingtheextensivedevelopmentofthemarketingfield,theconsumer-goodsmarketingandtheservicesmarketinghaveresulted.Theservicesmarketing,asadistinctfield,ischaracterizedbyapeculiarcontentwhereelementscanbefoundsimilartomaterialgoods(properlyadapted)andotherelementscommontoallservices.Itdevelopedintwoways:oneapproachingthesectorasawholeandanotheronespecifictovariouscategoriesofservices,whichunderliestheappearanceofsomeofitsbranches:bankmarketing,tourismmarketing,etc.Themarketing-specificapplicationswithintheactivitiesperformedbythebankinginstitutionsthatoffertheirproductsandservices,realizedinthebankingsector,tocompaniesororganizations,government,otherfinancialinstitutionsandpopulationaswell,designatethebankmarketing.BankmarketingconceptThebankmarketingisaspecializedfieldofthemarketingandithasemergedfollowingtheextensivedevelopmentofthegeneralmarketingandfollowingtheappearance,development,separation,delimitation,deepeningandspecializationofservicesmarketing.Thebankmarketingconceptevolvedfollowingthesignificantincreaseinthedevelopedcountriesofthefinancialsectorandimplicitlythebankingsectorduetotheappearanceofnewcompetitors,themarketovercapacityandthecompetitionintensification.Thebankmarketingisthemarketingthatappliesintheuniversalbanks’field(commercialbanksas:savingsandcooperativebanks)andinthespecializedbanks’field(actualcreditinstitutions,investmentcompanies,etc.).Besidestheinsurancecompaniesandsavingsinstitutionsforconstructions,thebanksarethemostimportantofferersonthemarketoffinancialservices.Today,onthemarketofbankservices,thereisapowerfulcompetition,thetransparencyismorepronouncedandthecustomershavebecomemorecriticalandlessfastidious,beingbetterinformedaboutthemonetaryandfinancialissues,butalsobetteradvisedforthispurpose.Therefore,manybanksadmittedtheneedtodevelopandimplementprofessionalandefficientbankmarketingintherelationshipwiththeirownprivatecustomers.Inthespecialtyliterature,thebankmarketingisalsocalledmarketingforservicesorforimmaterialgoods.Comparedtootherservices,thebankingproductsaredistinguishedbythefactthattheyarecomplexandabstract.Mostofthecustomersdonoteasilyunderstandwhatthefinancialservices1166consistin,whatbenefittheybringandhowtheycanbedistinguishedfromoneanother.Tothiswecanaddthefactthatthebenefitofabankingservice,forexampleaconsultancyfortheacquisitionofamortgageloan,fortheplacementofsomesharesorafundingfortheexecutionofaconstruction,isexposedtoanexternalinsecurity,morethantheothergoods.Thefactorsthatinfluencethesesituationsarethefollowing:theevolutionofnationalandworldeconomyandtheevolutionofbanking,monetaryandcapitalmarkets.Theexogenousinsecurityandtheimmaterialitygenerateaveryhighqualitativeinsecurityofthebankingproductsforcustomers.Mostofthebankingproductsaremainlyintegrating,meaningthatthecustomertakespart,moreorlessactively,intheirrealization.Forbankingservices,thespecialistKaasK.P.emphasizestheimportanceofthecustomersgivingsomeinformationaboutthestandardfinancialdata(incomeandpatrimony),abouttheirfinancialobjectivesforlifeplanning,abouttheirattitudetowardsrisk,abouttheintendedperiodofthecommitment,etc.ininteractionwiththebankemployees.Theimmaterialityandtheabstractizationofthebankingservicesleadtothefactthat,comparedtotheofferersofmaterialgoods;itismoredifficultforabanktocreatelastingcompetitionadvantages.Theinnovatingproducts,forexampleaspecialsavingscontractorachipcard,cannotbeprotectedagainstthecompetitionbypatentsorpropertyknow-how.Abankcancreatecompetitionadvantagesbyahighqualityoftheservices,customerorientationandcustomerloyaltydevelopment.Tothateffect,resourcesareneededwhich,onshortterm,arenotavailabletoallcompetitors.Examplestothateffectarethecustomerscarefullychosen,formedandmotivatedtoservethecustomersinanexceptionalmannerandalsotheinformationsystemswhichallowthebanktooptimallyadaptitsservicestocustomerneedsandrestrictions882.Thecontemporaryspecialtyliteratureshowsnumerousdefinitionsofthebankmarketing,moreorlessdifferent,ontheonehandduetothedevelopmentlevelofthebankingmarketandoftheeconomyintheauthor’sorigincountryandontheotherhandduetotheviewpointinwhichtheconcepthasbeenapproach