ЦІЛЬОВЕ ЦІНОУТВОРЕННЯ В БАНКІВСЬКОМУ МАРКЕТИНГУ: ПРИКЛАД УКРАЇНСЬКИХ БАНКІВ

Methodological approaches for conducting an operational cost analysis of banks' interest-bearing assets have been developed in the research. The correlation between the components of banking products price and the profitability (loss) of Ukrainian banks has been determined. The Ukrainian banks have been grouped according to the level of return on the shareholders’ equity. They have been divided into planes according to the share in the credit market and the share of profit in the price. The analysis shows that the most profitable banks have a high capital multiplier and a high level of non-interest income that is not exposed to credit risk. On this basis, depending on the share in the credit market and the share of profit in the price, the recommendations for target pricing strategies have been justified, taking into account the risk-weighted return on equity ratio. [ABSTRACT FROM AUTHOR]