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RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS

Year 2016, Volume: 9 Issue: 3, 239 - 247, 28.07.2016

Abstract

Abstract

Currently, there are 38 commercial banks operating in Kazakhstan. Being competitive enough, they promote themselves by proper advertising campaigns. This paper is devoted to the issue of advertising campaign and explores whether or not it significantly affects profitability in the banking industry of Kazakhstan.  Net incomes of the twenty largest banks in Kazakhstan are studied for the period of 2005 until 2012 consisting of 32 quarterly observations.  Unit root test was employed to check marketing expenses, earnings before interest and taxes and net income.  Regression analysis was conducted using marketing expenses from previous period and current profitability. Income was measured by Earnings Before Interest and Tax and Net Income of the largest twenty banks of Kazakhstan.  Marketing expenses of previous periods were analyzed as well.

Key words: Marketing, profitability, banking sector, regression analysis

Jel Codes: G20, C30, M31

References

  • REFERENCES
  • Andreasen A.R., (Feb., 1978) “The Ghetto Marketing Life Cycle: A Case of Underachievement”, Journal of Marketing Research, Vol. 15, No. 1, pp. 20-28
  • Barajas, A. R., Steiner, and Salazar N., (2000) “Foreign Investment in Colombia's Financial Sector,” in Claessens, S. and Marion Jansen, (eds.) The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.
  • Bennett, P. D., (1979) “Review of Strategic Planning and Policy by William R. King & David I. Cleland”. Journal of Marketing, 43(2), 131-132.
  • Biggadike E. R., (Oct., 1981) “The Contributions of Marketing to Strategic Management», The Academy of Management Review, Vol. 6, No. 4, pp. 621-632
  • Bhattacharyay B.N. and Ghose B.K., (Feb. 25, 1989) “Marketing of Banking Services in the 90s: Problems and Perspectives”, Economic and Political Weekly, Vol. 24, No. 8, pp. M27-M32
  • Chang C.E., Hasan I., and Hunter W.C., (1998) “Efficiency of Multinational Banks: An Empirical Investigation,” Applied Financial Economics, 8(6): 1-8.
  • Cohen K.J., Maier S.F., and Vander Weide J.H., (Oct., 1981) “Recent Developments in Management Science in Banking”, Management Science, Vol. 27, No. 10, pp. 1097-1119
  • Claessens S.A., Demirgüç-Kunt, and Huizinga H., (2000) “The Role of Foreign Banks in Domestic Banking Systems” in Claessens, S. and Marion Jansen, The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.
  • Clarke G., Cull R. M., Peria S.M., and Sanchez S.M., (Spring, 2003) “Foreign Bank Entry: Experience, Implications for Developing Economies, and Agenda for Further Research”, The World Bank Research Observer, Vol. 18, No. 1, pp. 25-59
  • Cheryl, N., and Sivakumar K., "Factors in Emerging Markets and their Impact on First Mover Advantages." Working Paper No.
  • Denizer, C., (2000) “Foreign Entry in Turkey’s Banking Sector, 1980-1997,” in Claessens, S. and Marion Jansen, (eds.) The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.
  • De Young R. and Nolle D.E., (1996) “Foreign-owned banks in the United States: Earning Market Share of Buying it?” Journal of Money, Credit, and Banking, 28(4), 622-36.
  • Dick, A.A., (Feb., 2007) “Market Size, Service Quality, and Competition in Banking”, Journal of Money, Credit and Banking, Vol. 39, No. 1, pp. 49-81
  • Gray J.M., & Gray H.P., (1981) “The multinational bank: A financial MNC?”, Journal of Banking and Finance, 5: 33-63.
  • Hasan, I. and Hunter W.C., (1996) “Efficiency of Japanese Multinational Banks in the United States,” in Andrew H. Chen, ed., Research in Finance, Volume 14, Greenwich, CT and London: JAI Press. 157-173.
  • Joshi A. and Hanssens D.M., (2010), “The direct and indirect effects of advertising spending on firm value”, Journal of Marketing, Vol.74, pp. 20-33
  • Kotler P. and Connor R.A., 1 (Jan., 1977) “Marketing Professional Services”, Journal of Marketing, Vol. 41, No., pp. 71-76
  • Kiraly, J.B., Majer L., Matyas, B., Ocsi, B., Sugar A. and Varhegyi E., (2000) “Experience with Internationalization of Financial Service Providers – Case Study: Hungary,” in Claessens, S. and Marion Jansen, (eds.) The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.4
  • Mahajan Rangan A.N., and Zardkoohi A., (1996) “Cost Structures in Multinational and Domestic Banking,” Journal of Banking and Finance, 20(2): 238-306.
  • Maysami, C.R., Koh S., (2000) “A Vector Error Correction Model of the Singapore Stock Market”, International Review of Economics and Finance, vol. 9 pp.79–96
  • Miller S.R., and Parkhe A., (2nd Qtr. 1998) “Patterns in the Expansion of U.S. Banks' Foreign Operations”, Journal of International Business Studies, Vol. 29, No. 2, pp. 359-389
  • Uppal R.K., (2010) “Marketing of bank products-Emerging Challenges and New Strategies”, Journal of Management Research, pp.35-42
  • http://www.atlapedia.com/online/countries/kazakh.htm
Year 2016, Volume: 9 Issue: 3, 239 - 247, 28.07.2016

Abstract

References

  • REFERENCES
  • Andreasen A.R., (Feb., 1978) “The Ghetto Marketing Life Cycle: A Case of Underachievement”, Journal of Marketing Research, Vol. 15, No. 1, pp. 20-28
  • Barajas, A. R., Steiner, and Salazar N., (2000) “Foreign Investment in Colombia's Financial Sector,” in Claessens, S. and Marion Jansen, (eds.) The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.
  • Bennett, P. D., (1979) “Review of Strategic Planning and Policy by William R. King & David I. Cleland”. Journal of Marketing, 43(2), 131-132.
  • Biggadike E. R., (Oct., 1981) “The Contributions of Marketing to Strategic Management», The Academy of Management Review, Vol. 6, No. 4, pp. 621-632
  • Bhattacharyay B.N. and Ghose B.K., (Feb. 25, 1989) “Marketing of Banking Services in the 90s: Problems and Perspectives”, Economic and Political Weekly, Vol. 24, No. 8, pp. M27-M32
  • Chang C.E., Hasan I., and Hunter W.C., (1998) “Efficiency of Multinational Banks: An Empirical Investigation,” Applied Financial Economics, 8(6): 1-8.
  • Cohen K.J., Maier S.F., and Vander Weide J.H., (Oct., 1981) “Recent Developments in Management Science in Banking”, Management Science, Vol. 27, No. 10, pp. 1097-1119
  • Claessens S.A., Demirgüç-Kunt, and Huizinga H., (2000) “The Role of Foreign Banks in Domestic Banking Systems” in Claessens, S. and Marion Jansen, The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.
  • Clarke G., Cull R. M., Peria S.M., and Sanchez S.M., (Spring, 2003) “Foreign Bank Entry: Experience, Implications for Developing Economies, and Agenda for Further Research”, The World Bank Research Observer, Vol. 18, No. 1, pp. 25-59
  • Cheryl, N., and Sivakumar K., "Factors in Emerging Markets and their Impact on First Mover Advantages." Working Paper No.
  • Denizer, C., (2000) “Foreign Entry in Turkey’s Banking Sector, 1980-1997,” in Claessens, S. and Marion Jansen, (eds.) The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.
  • De Young R. and Nolle D.E., (1996) “Foreign-owned banks in the United States: Earning Market Share of Buying it?” Journal of Money, Credit, and Banking, 28(4), 622-36.
  • Dick, A.A., (Feb., 2007) “Market Size, Service Quality, and Competition in Banking”, Journal of Money, Credit and Banking, Vol. 39, No. 1, pp. 49-81
  • Gray J.M., & Gray H.P., (1981) “The multinational bank: A financial MNC?”, Journal of Banking and Finance, 5: 33-63.
  • Hasan, I. and Hunter W.C., (1996) “Efficiency of Japanese Multinational Banks in the United States,” in Andrew H. Chen, ed., Research in Finance, Volume 14, Greenwich, CT and London: JAI Press. 157-173.
  • Joshi A. and Hanssens D.M., (2010), “The direct and indirect effects of advertising spending on firm value”, Journal of Marketing, Vol.74, pp. 20-33
  • Kotler P. and Connor R.A., 1 (Jan., 1977) “Marketing Professional Services”, Journal of Marketing, Vol. 41, No., pp. 71-76
  • Kiraly, J.B., Majer L., Matyas, B., Ocsi, B., Sugar A. and Varhegyi E., (2000) “Experience with Internationalization of Financial Service Providers – Case Study: Hungary,” in Claessens, S. and Marion Jansen, (eds.) The Internationalization of Financial Services: Issues and Lessons for Developing Countries, Boston, Mass.: Kluwer Academic Press.4
  • Mahajan Rangan A.N., and Zardkoohi A., (1996) “Cost Structures in Multinational and Domestic Banking,” Journal of Banking and Finance, 20(2): 238-306.
  • Maysami, C.R., Koh S., (2000) “A Vector Error Correction Model of the Singapore Stock Market”, International Review of Economics and Finance, vol. 9 pp.79–96
  • Miller S.R., and Parkhe A., (2nd Qtr. 1998) “Patterns in the Expansion of U.S. Banks' Foreign Operations”, Journal of International Business Studies, Vol. 29, No. 2, pp. 359-389
  • Uppal R.K., (2010) “Marketing of bank products-Emerging Challenges and New Strategies”, Journal of Management Research, pp.35-42
  • http://www.atlapedia.com/online/countries/kazakh.htm
There are 24 citations in total.

Details

Journal Section Articles
Authors

İlhan Ege

Maya Katenova This is me

Bulent Dumlupınar This is me

Publication Date July 28, 2016
Published in Issue Year 2016 Volume: 9 Issue: 3

Cite

APA Ege, İ., Katenova, M., & Dumlupınar, B. (2016). RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 9(3), 239-247.
AMA Ege İ, Katenova M, Dumlupınar B. RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. July 2016;9(3):239-247.
Chicago Ege, İlhan, Maya Katenova, and Bulent Dumlupınar. “RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 9, no. 3 (July 2016): 239-47.
EndNote Ege İ, Katenova M, Dumlupınar B (July 1, 2016) RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9 3 239–247.
IEEE İ. Ege, M. Katenova, and B. Dumlupınar, “RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS”, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 9, no. 3, pp. 239–247, 2016.
ISNAD Ege, İlhan et al. “RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS”. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9/3 (July 2016), 239-247.
JAMA Ege İ, Katenova M, Dumlupınar B. RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2016;9:239–247.
MLA Ege, İlhan et al. “RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 9, no. 3, 2016, pp. 239-47.
Vancouver Ege İ, Katenova M, Dumlupınar B. RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2016;9(3):239-47.