Table 1.4 Consumer segmentation according to the lifecycle stages

Lifecycle stage	Possible segments
Unmarried	Young peole, living alone
The newly created families	Married, without children
Commplete family stage 1	Young couples, with children under 6 years
Commplete family stage 2	Young couples, with children 6 years or more
Commplete family stage 3	A married couple living together with underage children
«Empty nest», Stage 1	Working older couples, living without children
«Empty nest», Stage 2	Retired older couples, living without children
Lonely elderly people	Widowed persons, living without children

 Lancing J. B., Morgan J.N. «Life cycle and consumers financial capacity»

Banks should also take into account the age differentiation in the identification of target markets in the total mass of customers, which may look as follows

(Table 1.5):

Bank of easy to implement customer segmentation based on age, as opening bank accounts with them, hold a conversation and fill in the personal account data containing detailed information on age, family composition, marital status, education level and etc. Socio-economic characteristics suggest a selection of client groups based on common social and professional affiliations, education and income, marital status and nationality, etc. So the higher the family income is, the greater its need for a variety of banking services. Marital status is also important, because as a rule, less than single use banking services. People who have a good and stable job, career prospects are placing increased demand for loans and savings services for storage. They are most attractive as an object of the marketing strategy of a commercial bank, as they have a steady and growing income.

Table 1.5 Segmentation of bank customers by age

Age sign	Customer Segmentation
Youth (16-22 years)	Students, persons who began to work, adults who are preparing for marriage
Young people, who formed a family (25-30 years)	People buying homes and consumer durables (first time), people with a career, but with limited finances.  The problem, improvement of housing conditions, ensuring the financialsecurity of the family, providing education to children
Individuals 'mature age' (40-55 years)	An increase in revenue as the decrease in financial liabilities. Purpose - PlanningInsurance and Pensions
Individuals preparing for retirement (55 years or more)	Those, who have accumulated capital seeking to preserve it and provide a realsustainable income

 Lancing J. B., Morgan J.N. «Life cycle and consumers financial capacity» 1971, page 48.

2. Dentification and analysis of competitors' activities. 

For this purpose:

• Identify potential and actual competitors in each market segment, banks produce services substitutes in the segment. These include banks and banking institutions that provide services-analogues in the same market segments, banking institutions serving the markets of other services, which are analogous to the invasion and this market is highly probable;

• group the banks competitors;

• Conduct operational and prospective analysis of the competition.

Pricing policy is addressing question about the prices of deposit services for content management of the banks faced with an old dilemma: Banks should ensure that interest income high enough to attract customers and content of deposits, but also to avoid too high interest rates, which can absorb any profits derived from the use of funds from the deposit. Stiff competition for deposits complicates the solution of this problem, because competition leads to higher interest costs on deposits and also reduces the expected profit from the trafficking of borrowed funds. The market, rather than a separate bank ultimately determines the level of prices. In this regard, the bank's management must decide whether it wants to attract more deposits and keep them all at the present time, offering to investors, at least, a market price, or whether it wants to get rid of deposits by offering deposit customers at below-market conditions. Managing banks often have to choose between growth and profitability. The determining factor in setting the interest rate on time deposits (deposits) is the term for which funds are placed: the long term, the higher the level of interest. An equally important factor is the amount of the deposit, and, consequently, the larger the amount of deposit and long term storage, the higher the interest rate on it. The essential point is the frequency of payment of income on deposits (deposits). The interest rate on the deposit is in inverse proportion to the frequency of payment of income, that is, the less often they are implemented, the higher the level set by the bank interest rate on the deposit (the deposit). Payment of interest on the deposit (deposit) can be made:

• A monthly basis;

• Once a quarter;

• Upon termination of the contract.

In order to encourage involvement in the term deposits in the bank clients' funds in deposits (deposits) may provide for the capitalization of interest. It is possible if the bank when calculating the income of the technique of compound interest (interest on interest). In the world of banking practice, there are various methods of pricing on deposits, propose to consider some of them / 17 /. Education pricing for deposits is measured by the method of «cost plus profit." The idea of ​​paying customers the full cost of servicing deposits not universally accepted by banks. In fact that during the 60s hailed as a sensible innovation is the idea that customers should receive more free services. This is consistent with the growing demands from other financial intermediaries, who captured the traditional markets of banks and divert significant amounts of bank deposits. Soon, however, many banks began to wonder about the wisdom of a new marketing strategy, as they swept over the flow of many small, low-cost deposits, which have inflated operating costs of banks. Thus the price of services can be divided into components as follows: