ДОСЛІДЖЕННЯ ПРАКТИЧНИХ АСПЕКТІВ ЗАБЕЗПЕЧЕННЯ ЕФЕКТИВНОСТІ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ БАНКУ

The marketing communications play an important role in the activities of banks, because it is one of the most important elements of the marketing activity. As an element of a banking institution’s marketing activity, they must be carefully planned, organized and controlled. The need to plan marketing communications in the bank stems from the fact that today it is difficult for consumers to navigate the banking services market. The ongoing competition for each consumer in the banking market drives banks to integrate marketing communications. Banks are in constant contact with customers of banking services, financial institutions, central banks, etc. Any bank requires interconnected communications that are constantly evolving to meet the changing external and internal environment. Thus, marketing communications play an important stage in the bank’s marketing activity. In an age of digital economy, marketing communications are a prerequisite for improving the increasing the effectiveness of banks and their profitability. The practical aspects of ensuring the effectiveness of a bank’s marketing communications are considered and explored in the article. The structure of the bank’s marketing communications complex is influenced by the following factors: the level of management of the bank, the degree of purchasing power of the potential client, the strategy of promotion of banking services, the peculiarities of the complex of marketing communications of competitors and the financial capacity of the bank. In particular, digitalization (digitization) of the bank involves the modernization of the banking structure, products and channels of interaction with its customers by applying modern technologies to increase the effectiveness of marketing communications, increase profits and its competitiveness.На сьогодні маркетингові комунікації відіграють важливу роль у діяльності банків, оскільки це один з найважливіших елементів маркетингової діяльності. Як елемент маркетингової діяльності банківської установи, їх необхідно ретельно планувати, організовувати та контролювати. Необхідність забезпечення ефективності маркетингових комунікацій у банку випливає з того, що сьогодні споживачам складно орієнтуватися на ринку банківських послуг. Наявна конкуренція за кожного споживача на ринку банківських послуг спонукає банки до інтегрування маркетингових комунікацій. Банки постійно контактують зі споживачами банківських послуг, фінансовими інститутами і центральними банками. Для будь-якого банку необхідні взаємопов’язані комунікації, які постійно удосконалюються відповідно до змін зовнішнього і внутрішнього середовища. Зокрема, в епоху розвитку цифрової економіки маркетингові комунікації є передумовою підвищення ефективності банків і прибутковості їхньої діяльності. Розглянуто і досліджено практичні аспекти забезпечення ефективності маркетингових комунікацій банку. На структуру комплексу маркетингових комунікацій банку впливають такі фактори: рівень менеджменту банку, ступінь купівельної спроможності потенційного клієнта, стратегія просування банківських послуг, особливості комплексу маркетингових комунікацій конкурентів і фінансові можливості банку. Цифровізація (діджиталізація) банку передбачає модернізацію банківської структури, продуктів і каналів взаємодії з його клієнтами шляхом застосування сучасних технологій для підвищення ефективності маркетингових комунікацій, збільшення прибутку та його конкурентоспроможності. Цифровий маркетинг у банківській діяльності постійно розвивається, з’являються нові методи взаємодії з потенційними клієнтами

Obesity and co-morbid hypertensive and diabetic disorders in pregnancy and early manifestations of neurodevelopmental adversity in the offspring : Prediction and Prevention of Pre-eclampsia and Intrauterine Growth Restriction (PREDO) Study

The prevalence of women entering pregnancy with overweight and obesity is growing worldwide reaching epidemic proportions. Apart from the risks of maternal and fetal morbidity associated with overweight and obesity, excessive weight is also an essential risk factor for diabetic and hypertensive disorders occurring before and during pregnancy. Maternal obesity and co-morbid hypertensive and diabetic disorders affect fetal development and have been linked with compromised neurodevelopment of the offspring; however, previous findings are not entirely consistent. Further, due to high co-morbidity between maternal overweight/obesity and hypertensive and diabetic disorders, it is difficult to disentangle their individual effects on child neurodevelopment. In addition, the mechanisms underlying associations between maternal overweight/obesity and co-morbid disorders and child neurodevelopment remain elusive. This thesis examines the effects of maternal overweight/obesity and co-morbid hypertensive and diabetic disorders on early manifestations of neurodevelopmental adversity and on developmental delay in early childhood. It also examines whether DNA methylation (DNAm) biomarker of gestational age (GA) at birth reflects prenatal exposure to maternal overweight/obesity and co-morbid hypertensive and diabetic disorders, and hence, has a potential to identify individuals at risk for neurodevelopmental adversity already at birth. This thesis capitalizes on the Prediction and Prevention of Pre-eclampsia and Intrauterine Growth Restriction (PREDO) birth cohort comprising 4777 women and their singleton children born in Finland between 2006 and 2010. Data on maternal early pregnancy BMI, pre-pregnancy and gestational hypertension, pre-eclampsia, type 1 diabetes and gestational diabetes mellitus (GDM) were derived from the Finnish Medical Birth Register (MBR). DNAm gestational age (DNAm GA) was calculated using the method based on the methylation profile of 148 selected cytosine-phosphate-guanine (CpG) sites on DNA. Regulatory behavior problems in infancy were measured using Neonatal Perception Inventory (NPI) at the infant’s mean age of 16.9 (SD=7.6) days. Developmental milestones were measured using Ages and Stages Questionnaire (ASQ) Third edition at the child’s mean age of 42.1 (SD=8.2) months. In comparison to the infants born to normal weight mothers, infants born to overweight/obese mothers displayed more regulatory behavior problems and were more likely to display regulatory behavior problems in multiple areas of self-regulation. These effects were independent of the co-morbid hypertensive and diabetic disorders (Study II). Children of overweight and obese mothers were more likely to display more severe and pervasive developmental delay in comparison to the children on normal weight mothers. The effects of maternal overweight and obesity on severity and pervasiveness of developmental delay in early childhood were also independent of the co-morbid hypertensive and diabetic disorders (Study III). Infant regulatory behavior problems partially mediated the association between maternal overweight/obesity and child neurodevelopmental milestones (Study II). Maternal pre-eclampsia was marginally associated with infant regulatory problems in multiple areas of self-regulation in normal weight non-diabetic women, but its effect was not significant in overweight/obese women and/or women with GDM (Study II). Maternal pre-eclampsia increased the odds of more severe and pervasive developmental delay in early childhood, and these effects were lower in the presence of overweight/obesity and diabetic disorders (Study III). GDM was not associated with infant regulatory behavior problems (Study II). The effect of GDM on severity and pervasiveness of developmental delay in early childhood was partially driven by maternal overweight/obesity and/or pre-eclampsia (Study III). Gestational and chronic hypertension were not associated with infant regulatory behavior problems and developmental delay(Studies II and III). Maternal BMI was not associated with variation in DNAm GA (Study IV). Maternal pre-eclampsia was associated with DNAm GA acceleration (Study IV). GDM in index pregnancy was not associated with variation in DNAm GA, however, insulin treated GDM in previous pregnancy was associated with DNAm GA deceleration (Study IV). These study findings suggest that maternal overweight and obesity affect child neurodevelopment independently of the co-morbid hypertensive and diabetic disorders, and that the trajectory of this effect can partially be traced from infant regulatory behavior problems to developmental delay in early childhood. Hence, infant regulatory behavior problems may represent an early manifestation of neurodevelopmental adversity due to prenatal exposure to maternal overweight/obesity. Pre-eclampsia increases the risk of developmental delay in early childhood independently of maternal overweight, obesity and diabetic disorders and its adverse effects on child neurodevelopment have a potential to be detected already at birth by assessing DNAm GA. Adverse effects of gestational diabetes on child neurodevelopment can be partially accounted for by highly co-morbid maternal overweight/ obesity and pre-eclampsia. Efforts aimed at weight management among women of reproductive age and prevention of pre-eclampsia during pregnancy are likely to reduce the burden of neurological morbidity in the future.Yhä useampi hedelmällisessä iässä oleva nainen ympäri maailmaa on ylipainoinen tai lihava. Ylipaino on tärkeä diabeteksen ja verenpainesairauksien riskitekijä sekä yleisesti että raskauden aikana, ja näitä häiriöitä voidaankin kuvata ylipainon ja lihavuuden liitännäissairauksiksi. Aiempien tutkimusten perusteella äidin lihavuus ja nämä liitännäissairaudet vaikuttavat sikiön kehitykseen ja voivat mahdollisesti lisätä lapsen käytös- ja tunnehäiriöiden ja muiden kehityksellisten ongelmien riskiä, mutta nämä aiemmat tulokset ovat osin ristiriidassa keskenään. Lisäksi on vaikeaa arvioida, mikä on yksittäisten riskitekijöiden itsenäinen merkitys lapsen kehityksen kannalta, sillä äidin lihavuus ja ylipaino, diabetes ja verenpainesairaudet esiintyvät usein yhdessä. On myös huomattava, että mekanismit, jotka selittävät äidin ylipainon tai lihavuuden ja sen liitännäissairauksien yhteyttä lapsen kehitykseen ovat edelleen varsin epäselviä. Tässä väitöskirjassa tarkastellaan äidin ylipainon ja lihavuuden sekä diabeteksen ja verenpainehäiriöiden vaikutusta lapsen varhaisiin käytös- ja tunnehäiriöiden ilmentymiin sekä kehitysviivästymiin. Lisäksi väitöskirjassa tarkastellaan vastasyntyneen perimäaineksen epigeneettisiä muutoksia, eli DNA:ssa ennen syntymää tapahtuneita muokkauksia, joiden johdosta emäsjärjestys ei muutu, mutta jotka voivat vaikuttaa solujen toimintaan. Epigeneettisten muutosten osalta selvitetään, ovatko ne yhteydessä äidin raskauden aikaiseen lihavuuteen, ylipainoon ja liitännäissairauksiin. Lisäksi selvitetään, voitaisiinko epigeneettisiä muutoksia tutkimalla auttaa tunnistamaan mahdollisimman varhaisessa vaiheessa ne lapset, joilla on kohonnut kehityksen häiriöiden riski. Väitöskirja on toteutettu osana suomalaista Predo-tutkimusta. Predo (Pre-eklampsian ennustaminen ja ehkäisy) on seurantatutkimus, johon kuuluu 4777 äitiä sekä heidän lastaan, jotka syntyivät Suomessa 2006-2010. Äidin varhaisraskauden painoindeksiä, diabetesta ja verenpainesairauksia koskeva tieto kerättiin Terveyden ja Hyvinvoinnin laitoksen ylläpitämästä kansallisesta Syntyneiden lasten rekisteristä. Epigeneettisten muutosten osalta tarkasteltiin syntymän yhteydessä otettuja napanuoran verinäytteitä, joista on mahdollista tutkia vastasyntyneen soluja. Tutkimuksessa valittiin vastasyntyneen DNA:sta 148 sytosiini-fosfaatti-guaniini-kohtaa, joiden metylaatioaste heijastelee raskauden kestoa, ja näiden kohtien metylaatioastetta tarkasteltiin suhteessa äidin painoon, sairauksiin sekä lapsen kehitykseen. Itsesäätelyvaikeuksia imeväisiässä mitattiin Neonatal Perception Inventory -kyselylomakkeella, jonka vastasyntyneiden äidit täyttivät keskimäärin 17 päivää synnytyksen jälkeen. Kehitysviivästymiä arvioitiin Ages and Stages -kyselylomakkeella, jonka äidit täyttivät lapsen ollessa keskimäärin 42 kuukauden ikäinen. Tutkimuksessa havaittiin, että äidin ylipaino ja lihavuus vaikuttavat lapsen kehitykseen riippumatta liitännäissairauksista eli myös silloin, kun diabeteksen ja verenpainesairauksien vaikutus lapseen on huomioitu. Äidin ylipaino ja lihavuus olivat tutkimuksessa yhteydessä sekä vastasyntyneen varhaisiin itsesäätelyn vaikeuksiin että kehitysviivästymiin varhaislapsuudessa. Tutkimuslöydösten perusteella vastasyntyneen itsesäätelyvaikeudet voivat olla äidin ylipainon ja lihavuuden haittavaikutusten varhainen ilmentymä lapsessa. Tutkimuksessa havaittiin lisäksi, että pre-eklampsia – raskaushäiriö, joka aiheuttaa muun muassa verenpaineen nousua ja jota on kutsuttu Suomessa myös raskausmyrkytykseksi – lisää lapsen varhaisen kehitysviivästymän riskiä riippumatta äidin ylipainosta, lihavuudesta tai diabeteksesta. Tulosten perusteella on mahdollista, että pre-eklampsian haitalliset vaikutukset lapsen kehitykseen voidaan havaita jo varhain tutkimalla vastasyntyneen perimäaineksessa tapahtuneita epigeneettisiä muutoksia. Hedelmällisessä iässä olevien naisten painonhallintaan ja pre-eklampsian ehkäisyyn tähtäävät toimet voisivat vähentää psykiatristen ja neurologisten sairauksien kuormaa tulevaisuudessa

Credibility of the Borrower as the Main Indicator of the Credit Relations Effectiveness

Purpose of this paper is to disclosure theoretical principles of credibility analysis and identification of practical prospects for improving the efficiency of modern analysis methods of the borrowers’ creditworthiness, including the review of the financial condition of an individual,lender's ability to compensate for the loss affecting the borrower's financial losses

ТЕОРЕТИЧНІ АСПЕКТИ ВИЗНАЧЕННЯ СУТНОСТІ ПОНЯТТЯ КОНКУРЕНТОСПРОМОЖНОСТІ БАНКІВСЬКОЇ СИСТЕМИ

Different approaches to the definition of competitiveness are researched. Hierarchic model of competitiveness is suggested and adapted to the conditions and peculiarities of the banking competition. The main factors that influence the competitiveness of the banking product, bank and banking sector are defined.Исследовано основные подходы к определению сущности понятия конкурентоспособности. Предложено ее иерархическую модель, которую адаптировано к условиям и особенностями банковской конкурентной среды. Определены основные факторы, которые влияют на конкурентоспособность как отдельного банковского продукта, так и банка и банковского сектора в целом.Досліджено різні підходи до визначення сутності поняття конкурентоспроможності, запропоновано її ієрархічну модель, яку адаптовано до умов і особливостей банківського конкурентного середовища. Визначено основні фактори, що впливають на конкурентоспроможність як окремого банківського, так і банківської установи та сектору в цілому.

Maternal Hypertensive Pregnancy Disorders and Mental and Behavioral Disorders in the Offspring : a Review

Purpose of Review We review here recent original research and meta-analytic evidence on the associations of maternal hypertensive pregnancy disorders and mental and behavioral disorders in the offspring. Recent Findings Seven meta-analyses and 11 of 16 original research studies published since 2015 showed significant associations between maternal hypertensive pregnancy disorders and offspring mental and behavioral disorders. Evidence was most consistent in meta-analyses and high-quality cohort studies. The associations, independent of familial confounding, were observed on different mental and behavioral disorders in childhood and schizophrenia in adulthood. Preterm birth and small-for-gestational age birth emerged as possible moderators and mediators of the associations. Cross-sectional and case-control studies yielded inconsistent findings, but had lower methodological quality. Summary Accumulating evidence from methodologically sound studies shows that maternal hypertensive pregnancy disorders are associated with an increased risk of mental and behavioral disorders in the offspring in childhood. More studies on adult mental disorders are needed.Peer reviewe

Maternal early-pregnancy body mass index-associated metabolomic component and mental and behavioral disorders in children

Maternal pre-pregnancy obesity and/or higher body mass index (BMI) have been associated with neurodevelopmental and mental health adversities in children. While maternal metabolomic perturbations during pregnancy may underpin these associations, the existing evidence is limited to studying individual metabolites, not capturing metabolic variation specific to maternal BMI, and not accounting for the correlated nature of the metabolomic measures. By using multivariate supervised analytical methods, we first identified maternal early-pregnancy BMI-associated metabolomic component during pregnancy. We then examined whether this component was associated with mental and behavioral disorders in children, improved the prediction of the child outcomes over maternal BMI, and what proportion of the effect of maternal BMI on the child outcomes this component mediated. Early-pregnancy BMI of 425 mothers participating in the PREDO study was extracted from the national Medical Birth Register. During pregnancy, mothers donated up to three blood samples, from which a targeted panel of 68 metabolites were measured. Mental and behavioral disorders in children followed-up from birth until 8.4-12.8 years came from the Care Register for Health Care. Of the 68 metabolites averaged across the three sampling points, 43 associated significantly with maternal early-pregnancy BMI yielding a maternal early-pregnancy BMI-associated metabolomic component (total variance explained, 55.4%; predictive ability, 52.0%). This metabolomic component was significantly associated with higher hazard of any mental and behavioral disorder [HR 1.45, 95%CI(1.15, 1.84)] and relative risk of having a higher number of co-morbid disorders [RR 1.43, 95%CI(1.12, 1.69)] in children. It improved the goodness-of-model-fit over maternal BMI by 37.7-65.6%, and hence the predictive significance of the model, and mediated 60.8-75.8% of the effect of maternal BMI on the child outcomes. Maternal BMI-related metabolomic perturbations during pregnancy are associated with a higher risk of mental and behavioral disorders in children. These findings may allow identifying metabolomic targets for personalized interventions.Peer reviewe

Psychological Counseling as a Means of Developing the Athlete’s Personality

The article analyzes theoretical and methodological foundations of sports psychological counseling, taking into account professional requirements for the personality of the athlete. The problem of the influence of psychological counseling on the personal development of the athlete is theoretically examined. Recent technologies of psychological counseling for the personal development of athletes are presented. The main tasks of sports and psychological counseling on personal development are considered. The personal criteria of formation of psychological readiness of the athlete for professional activity in the context of the personality-oriented approach to sports-psychological counseling are specified. The influence of professional deformations on the structure of the athlete’s personality is emphasized and consultative technologies of their weakening are offered. At the methodological and applied level it is proved that in the sports-psychological counseling the problem of development of the athlete’s personality is inextricably linked with his / her individual sports style. Recommendations on technologies for the development of the client’s confidence on the principles of trust and partnership in the process of counseling work with the conveyance have been developed, taking into account the individual approach, the presence of personal deformities in the client-athlete.</p

Polygenic prediction of the risk of perinatal depressive symptoms

Background Perinatal depression carries adverse effects on maternal health and child development, but genetic underpinnings remain unclear. We investigated the polygenic risk of perinatal depressive symptoms. Methods About 742 women from the prospective Prediction and Prevention of Pre-eclampsia and Intrauterine Growth Restriction cohort were genotyped and completed the Center for Epidemiologic Studies Depression scale 14 times during the prenatal period and twice up to 12 months postpartum. Polygenic risk scores for major depressive disorder, bipolar disorder, schizophrenia, and cross-disorder were calculated using multiplep-value thresholds. Results Polygenic risk scores for major depressive disorder, schizophrenia, and cross-disorder, but not bipolar disorder, were associated with higher prenatal and postpartum depressive symptoms (0.8%-1% increase per one standard deviation increase in polygenic risk scores). Prenatal depressive symptoms accounted for and mediated the associations between the polygenic risk scores and postpartum depressive symptoms (effect size proportions-mediated: 52.2%-88.0%). Further, the polygenic risk scores were associated with 1.24-1.45-fold odds to belong to the group displaying consistently high compared with consistently low depressive symptoms through out the prenatal and postpartum periods. Conclusions Polygenic risk scores for major depressive disorder, schizophrenia, and cross-disorder in non-perinatal populations generalize to perinatal depressive symptoms and may afford to identify women for timely preventive interventions.Peer reviewe

The epigenetic clock and pubertal, neuroendocrine, psychiatric, and cognitive outcomes in adolescents

Abstract Background Molecular aging biomarkers, such as epigenetic age predictors, predict risk factors of premature aging, and morbidity/mortality more accurately than chronological age in middle-aged and elderly populations. Yet, it remains elusive if such biomarkers are associated with aging-related outcomes earlier in life when individuals begin to diverge in aging trajectories. We tested if the Horvath epigenetic age predictor is associated with pubertal, neuroendocrine, psychiatric, and cognitive aging-related outcomes in a sample of 239 adolescents, 11.0–13.2 years-old. Results Each year increase in epigenetic age acceleration (AA) was associated with 0.06 SD units higher weight-for-age, 0.08 SD units taller height-for-age, -0.09 SD units less missed from the expected adult height, 13 and 16% higher odds, respectively, for each stage increase in breast/genitals development on the Tanner Staging Questionnaire and pubertal stage on the Pubertal Development Scale, 4.2% higher salivary cortisol upon awakening, and 18 to 34% higher odds for internalizing and thought problems on the Child Behavior Checklist (p values <  0.045). AA was not significantly associated with cognition. Conclusions Our findings suggest that already in adolescence, AA is associated with physiological age acceleration, which may index risk of earlier aging. AA may identify individuals for preventive interventions decades before aging-related diseases become manifest