THE IMPLICATIONS OF MARKETING ACTIVITY IN RISK ANALYSIS, CORE ELEMENT OF LENDING POLICY TO COMMERCIAL BANKS

In the present financial context first affected by the lack of trust generated by the important bankruptcies in the USA and secondly by the global economic crisis, financial institutions are more than ever focused on applying market research, customer segmentation procedures and based upon them adapted credit strategies. The process is based on the fundaments of the marketing mix, much more carefully than before in order to maximize efficiency and market position or to consolidate, increase market share by taking advantage of opportunities or diminishing the effects of the present unfavorable economic climate. Analysis procedures based on differential risk models can be identified, the starting point being precisely the involvement of marketing by the market segmentation process and the concepts of “customer centricity” and “client relationship management”, specific credit policies being based upon them. The present paper intends to bring forth the client segmentation criteria practiced by top Romanian commercial banks, as the right segmentation process will reflect on the typology of financing over time. Furthermore, client segmentation tends to influence banking management in order to administer the risks arising from the credit activities, as it is in strict connection to the elements and processes involved in determining a correct rating of the applicants for funding.