THE INTERACTION OF FINANCIAL AND CREDIT MECHANISM OF ECONOMIC ENTITIES ON THE PRINCIPLES OF MARKETING

The state and the functioning of economic entities play the important role in the effective development of the economy of any country. However, they are not always able to carry out effectively their activities due to the limitations of their own financial resources, the lack of development of financial credit interaction mechanism. The paper reveals that the banking system cannot operate without the existence of banking market, the concentration of banking resources, banking products trade and the provision of their services. The authors give the definition of the concept of “banking product” as the complex of interconnected banking products and services and note that the funding sources are the basis of formation and implementation of financial and credit potential of a bank. Among these funding sources, the authors distinguish the financial resources that are the major component of the bank’s resource potential. It is shown, that the resource and financial and credit potential of a bank are interrelated and interdependent. The authors distinguish the elements of financial and credit potential of a bank in the context of the process of crediting and provide the model of the concept of the mechanism of financial and credit cooperation of banks and enterprises on the principles of marketing. Special attention is paid to the provision of financial and credit services to the enterprises in the process of financial and credit cooperation, which should be based on the analysis and study using the specific instruments of marketing of the enterprises’ real potential, capabilities, position in the market and business prospects. The study determined that, for the development of the mechanism of financial and credit cooperation, the financial and credit capacity of a bank should be considered as the resources determining bank’s ability to create banking products and develop crediting and associated with the enterprises’ demand for credit resources and the size of the bank’s resource potential taking into account the formation of necessary reserves.