FEATURES OF INTERNET MARKETING SERVICE SECTOR

Baranova Svetlana Andreevna 1, Sumina Ekaterina Vladimirovna 2
1 Siberian Federal University, Krasnoyarsk
2 Siberian State Aerospace University, Krasnoyarsk, scientific supervisor, Ph.D., associate professor

annotation
The article discusses the features of marketing in the service sector, as well as the use of Internet marketing tools. The features of the service sector are determined and the possibility of using Internet marketing in this area is substantiated. The components of the company's marketing strategy with the integration of Internet marketing are determined.

FEATURES OF INTERNET MARKETING IN SERVICE INDUSTRY

Baranova Svetlana Andreevna 1, Sumina Ekaterina Vladimirovna 2
1 Siberian Federal University, Krasnoyarsk
2 Siberian State Aerospace University, Krasnoyarsk, scientific supervisor, Candidate of Economics, Assistant Professor

Abstract
The article discusses the features of marketing services, as well as the use of internet marketing tools. The article determines features of the service sector and proved the possibility of using internet marketing in this area. Components of the marketing strategy of the company with the integration of Internet marketing were identified.

Today, the service sector dominates the economy in all developing countries. In developed countries, up to 70% of GDP comes from the service sector. Over the course of several decades, we have seen unprecedented growth in the service industry in almost all sectors, including healthcare, education, finance and banking.

The growth of the service industry has been characterized by a focus on customer service, which has pushed product manufacturers to begin paying more attention to consumers. The famous phrase “the customer is always right” comes from the service industry. The next stage of development was a step towards technology. The most striking example is hotel service and tourism.

Technologies help not only to scale a business, but also contribute to the standardization of all business processes. At the moment, one can observe how service industries are beginning to adopt the business culture of the industrial sector. Benchmarking of operational efficiency, quality of service, reengineering and cost accounting had a positive impact on the development of the service sector.

Competition in the service industry is sometimes fiercer than in the goods market, since the product has an intangible form, where evaluation can be very subjective. However, despite its high prevalence, in Russia the theoretical basis of services marketing is not sufficiently developed. This phenomenon can be explained by the powerful influence of the ideology of Marxism, where preference was given to material production, and the service sector was not perceived as independent. Therefore, research in the field of services marketing is relevant.

Services marketing is a scientific discipline that studies the marketing activities of enterprises that benefit from the provision of services.

The marketing strategy of non-manufacturing companies differs significantly from traditional approaches. This is explained by the fact that the product produced has a number of distinctive features.

There are several features of the services:

1) Intangibility - the consumer cannot evaluate the service until the moment of provision;

2) The impossibility of separating the service from the consumer - the client is present at the time the service is provided;

3) Durability - the service cannot be accumulated or purchased in reserve, which causes high costs.

The listed factors influence the marketing of services. Since it is impossible to know anything about a product in advance, the consumer relies only on the marketing message. This is why a careful approach is required when choosing a marketing strategy.

The objectives of service marketing can be:

1) Profit generation and its growth;

2) Increasing the level of customer satisfaction;

3) improving the quality of services provided;

4) Increasing the added value of the service;

5) Building communication links with consumers to stimulate sales of services.

With the development of technology, the Internet has long penetrated various spheres of life, including marketing. Thanks to this tool, great opportunities open up for both consumers and service providers.

According to F. Kotler, Internet marketing is a direct form of marketing, that is, it is one of the promotion tools. The scientist names several features of Internet marketing:

1) Individuality - orientation towards a specific person;

2) Customization - building an offer taking into account the client’s characteristics;

3) Efficiency - an offer to the client can be made instantly. The advantages of this tool are obvious and in demand all over the world. Traditional marketing is gradually fading into the background. One can observe the transformation of aspects of marketing in Internet marketing.

Table 1 – Transformation of elements of traditional marketing into Internet marketing

Marketing element	Traditional Marketing	Internet Marketing
Service	Company business hours only.	24/7 contact with consumers.
Advertising	Printed materials, publications in the media. Limited size of information message	Wide advertising company with unlimited possibilities for publishing content.
Sales	Direct contact with real consumers.	Video conferences, online negotiations, online correspondence with consumers.
Marketing research	Expensive research that takes a long time.	Using free services to collect opinions, sending online surveys.

There are many internet marketing tools. Below are the most popular ones:

1) Mailing. One of the advantages of this tool is the ability to segment the target audience. You can adjust the advertising message depending on the geographic location, profession and age of the potential consumer.

2) Search Engine Optimization (SEO) is a powerful tool for attracting targeted users from search sites.

3) SMM. This tool is used for promotion in social media (blog forums, social networks, etc.)

5) Video marketing. Nowadays there is a rapid growth of this Internet marketing tool. Potential buyers respond better to video advertising than to a regular text message.

6) Formation of public opinion. Using this tool, you can create a positive image of the company and increase recognition among consumers.

Thus, Internet marketing has a number of advantages over traditional marketing. In a highly competitive environment, manufacturers in the service sector must carefully build a company's marketing strategy, where special attention should be paid to such aspects as efficiency and customization, which will help achieve a competitive advantage in the services market.

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Bardasova E. IN.

ORCID: 0000-0002-8642-9064, professor, Kazan National Research Technological University

FEATURES OF MARKETING IN THE FIELD OF EDUCATIONAL SERVICES

annotation

The features of educational services and marketing in the field of higher professional education are determined. The need for strategic analysis, marketing research and development of a marketing mix in the field of educational services is shown. The need for innovative activity for the successful commercialization of intellectual capital has been established. The prospect of using marketing innovations for the development of educational services has been identified. The need for the formation of special marketing services for market research and management of the marketing mix in educational institutions is presented.

Keywords: educational service, marketing research, marketing mix, innovation, marketing service.

Bardasova E.V.

ORCID: 0000-0002-8642-9064, professor, Kazan National Research Technological University

MARKETING PECULIARITIES IN THE FIELD OF EDUCATIONAL SERVICES

Abstract

The specificity of educational services and marketing in the field of higher professional education are determined in the paper. The need for strategic analysis, marketing research and development of a marketing mix in the field of educational services is shown. The necessity of innovative activity for the successful commercialization of intellectual capital is established in the paper. The outlooks of application of marketing innovations for development of the field of educational services are revealed. The necessity of forming special marketing services for market research and management of the marketing complex in educational institutions is presented.

Keywords: educational service, marketing research, marketing complex, innovation, marketing service.

In modern conditions, the system of higher professional education (HE) is characterized by a high degree of competition in the market of educational services provided by state and non-state institutions of higher professional education, a wide range of levels and areas of training. The problem of most educational organizations, especially regional ones, remains the inability to identify and effectively use the potential of the educational services market. To increase the competitiveness of individual educational institutions, the formation of a long-term marketing strategy, the use of marketing technologies and the creation of special marketing services within an educational institution remain relevant.

In connection with the above, the purpose of this work is to systematize theoretical knowledge on the features of marketing in the higher education system. To achieve this goal, the following tasks were solved:

– Determination of the features of the educational services market;

– Identifying the need for marketing research and swot analysis;

– Study of the marketing mix in the field of higher education;

– Presentation of the need to create a marketing service in universities.

– Determining the need for marketing innovations in the educational sector.

The research was carried out using theoretical methods of analysis and synthesis of available scientific information.

As a result of the analysis of literary data, a feature of the educational service was identified, which is understood as a set of knowledge, skills and abilities aimed at meeting the various needs of the individual, society and the state as a whole. It is necessary to take into account that educational services are seasonal and long-term in nature, have a high level of uncertainty, are characterized by the impossibility of resale, are unstable in quality and are not preserved for the consumer. On the other hand, the provision of educational services is associated with a significant degree of responsibility to the consumer.

The educational services market is a system of marketing relations between participants influencing the formation of the educational process. It is necessary to take into account that the real market participants in the field of higher education are not only educational institutions and consumers (individual or corporate), but also a number of intermediaries (labor exchanges, employment services, registration, licensing and accreditation bodies of higher education institutions, etc.). The functions of the state as a customer for budgetary educational institutions and as a regulatory body for commercial universities should also be taken into account. The state establishes lists of areas of training, determines the main features of the range and quality of educational services, which are recorded in educational standards.

A feature of marketing in the field of higher education is the presence of a large number of market participants, which makes it difficult to conduct marketing research and strategic analysis when planning the opening of a new higher education institution or training area.

Market analysis should begin with trends in changes in macroenvironmental factors affecting the education system, and studying the microenvironment, namely market participants through marketing research. In the course of research, it is necessary to identify the current and future demand for specialists in certain areas of training, both from the state and from individual and corporate consumers. It is necessary to evaluate the competitive situation in a given area, including the range of educational services offered, the level of pricing policy, methods of distribution and promotion of services in the field of higher education.

Based on the results of strategic and marketing research, a list of opportunities and threats from the external environment, as well as the strengths and weaknesses of the educational organization in the market, is compiled. Next, a marketing strategy is formed and a marketing mix is ​​determined (in a simplified form - product, price, distribution, promotion) for an institution in the field of higher education or a separate area of ​​training.

It has been revealed that in most cases, marketing activities in the field of higher education are limited to building a marketing communications system to inform actual and potential consumers of educational services, which contradicts the complexity of marketing technologies.

So, when determining the category “Product”, or in this case an educational service, you should clearly understand the planned range and quality. A preliminary segmentation of consumers is carried out to identify requirements for educational services. For each segment, the educational service will take on its own form, for example, a full-fledged educational program for schoolchildren, shortened for graduates of secondary vocational and higher vocational education institutions, a program of full-time, part-time or evening education, opportunities for simultaneously receiving additional education, the availability of internships and internships, including foreign ones, etc. .d.

When determining the “Price” category, commercial areas of training, one should take into account data from an analysis of the “price-quality” ratio of competitors, the reputation of the University, territorial accessibility, solvency of target consumer segments, etc. It is possible to develop various discount systems for corporate clients, for those receiving the next level or second higher education in the same educational institution.

The “Distribution” category is mainly related to the expansion of the network of branches and representative offices, as well as the organization of distance learning. The most studied is “Promotion” or the system of marketing communications in the higher education system, which contributes to the recognition of the university by the target audience, and gradually the formation of a competitive image. A corporate website, social networks, special blogs, etc. can be used as platforms for organizing communications. Also, these tools can be used to organize feedback with potential and actual consumers of educational services, according to parameters - quality of training, price, forms and methods of training, conditions, location, prestige, advertising, etc., which will become the basis for adjusting strategic, tactical and operational marketing activities.

In such conditions, the innovation process in the field of educational services should be considered as a set of interrelated actions from the idea to the commercialization of innovation, leading to market success. In this sense, it is necessary to make effective marketing decisions at all stages of the innovation process and use more effective methods of satisfying needs compared to competitors. Consequently, marketing innovations should cover all stages of the formation of an educational institution or area of ​​training, including the search and evaluation of ideas taking into account consumer demands, the development of an innovative product concept in accordance with a set of consumer expectations, forecasting market attractiveness and commercialization opportunities for high-tech products.

The concept of innovative marketing, focused on increasing the competitiveness of educational services and their commercialization, should ensure the continuity of the value chain, taking into account the interests of researchers, developers, manufacturers, intermediaries and consumers of innovation. Joint marketing interaction between producers and consumers of educational services is necessary to assess the adoption of innovations by partners in the value chain to build intellectual capital and innovative potential.

Thus, the peculiarities of marketing activities in the field of higher education, the need to take into account and forecast a large number of market factors require the creation of special marketing services in universities, the successful experience of the formation of which is available at the National Research University Higher School of Economics, Russian Economic University named after. G.V. Plekhanov and others. It is also necessary to organize advanced training for teachers and managers in the field of HPE marketing features to increase the current level of competitiveness and form the competitive potential of an educational institution or area of ​​training.

List of literature / References

1. Artykbaeva s. J. The essence and features of marketing in the field of education (literature review) / p. Zh. Artykbaeva // materials of the VIII international. Scientific Conf. “Problems and prospects for the development of education.” - Krasnodar: innovation, 2016. - p. 43-47.
2. Gavrilov D.V. The role of intellectual capital in the Russian business model // D.V. Gavrilov, E.V. Bardasova // Bulletin of the Kazan Technological University. – 2012. – T. 15. – No. 20. – P. 210-212.
3. Zhukovskaya I.V. Marketing socio-technologies in the system of higher professional education: a synergetic approach / I.V. Zhukovskaya // Bulletin of the Kazan Law Institute of the Ministry of Internal Affairs of Russia. – 2014. – No. 1(15). – P. 67-70.
4. Konovalova I. A. Development of marketing in the field of education / I. A. Konovalova, F. M. Gazaeva // Collection of articles “Economics and modern management: theory and practice” - Novosibirsk: SibAK. – 2013. – No. 11(31).
5. Korotkova T. L. The role of marketing in the commercialization of innovations / T. L. Korotkova, A. V. Vlasov // Practical marketing. – 2010. – No. 3 (157). – pp. 10-17.
6. Kulagina O. V. Formation of a marketing concept for the market of educational services in higher educational institutions / o. V. Kulagina, K. I. Enina // Bulletin of Ngiei. – 2016. – No. 1(56). – p.65-72.
7. Khugaeva M.V. Marketing in the field of higher education: features and development prospects / M.V. Khugaeva // Materials of the VII International. scientific-practical conf. "Education and science in modern conditions." – Cheboksary: ​​CNS “Interactive Plus”, 2016. - No. 2 (7). - pp. 207–209.
8. Khurumova T. G. Features of marketing in the field of higher education / T. G. Khurumova // Terra Economicus. – 2013. – No. 3. – T.11. – P.165-167.
9. Shkarupa T.V. The role of marketing in the process of development and distribution of innovative products / T.V. Shkarupa // Current problems of the humanities and natural sciences. – 2011. – No. 1. – pp. 89-95.

List of literature in English / References in English

1. Artykbaeva S. Zh. Sushhnost’ i osobennosti marketinga v sfere obrazovanija (Obzor literatury) / S. Zh. Artykbaeva // Materialy VIII mezhdunar. nauch. conf. "Problemy i perspektivy razvitija obrazovanija". - Krasnodar: Novacija, 2016. - P. 43-47.
2. Gavrilov D. V. Rol’ intellektual’nogo kapitala v modeli rossijskogo biznesa / D. V. Gavrilov, Je. V. Bardasova // Vestnik Kazanskogo tehnologicheskogo universiteta. – 2012. – Vol. 15. – N 20. – P. 210-212.
3. Zhukovskaja I. V. Marketingovye socio-tehnologii v sisteme vysshego professional’nogo obrazovanija: sinergeticheskij podhod / I. V. Zhukovskaja // Vestnik Kazanskogo juridicheskogo instituta MVD Rossii. – 2014. – N 1(15). – P. 67-70.
4. Kassura E. V. Co-creation value as a new trend in innovative marketing / E. V. Kassura, I. N. Trefilova // Modern science. 2016. – Vol. 11 – P. 38-40.
5. Konovalova I. A. Razvitie marketinga v sfere obrazovanija / I. A. Konovalova, F. M. Gazaeva // Sbornik statej “Jekonomika i sovremennyj menedzhment: teorija i praktika” – Novosibirsk: SibAK. – 2013. – N 11(31).
6. Korotkova T. L. Rol’ marketinga v kommercializacii innovacij / T. L. Korotkova, A. V. Vlasov // Prakticheskij marketing. – 2010. – N 3 (157). – P. 10-17.
7. Kulagina O. V. Formirovanie marketingovoj koncepcii rynka obrazovatel’nyh uslug v vysshih uchebnyh zavedenijah / O. V. Kulagina, K. I. Enina // Vestnik NGIJeI. – 2016. – N 1(56). – P. 65-72.
8. Hugaeva M. V. Marketing v sfere vysshego obrazovanija: osobennosti i perspektivy razvitija / M. V. Hugaeva // Materialy VII Mezhdunar. nauch.–prakt. conf. “Education i nauka v sovremennyh uslovijah”. – Cheboksary: ​​CNS “Interaktiv pljus”, 2016. - N 2 (7). - P. 207–209.
9. Hurumova T. G. Special marketinga v sfere vysshego obrazovanija / T. G. Hurumova // Terra Economicus. – 2013. – N 3. – Vol.11. – P.165-167.
10. Shkarupa T. V. Rol’ marketinga v processe razrabotki i rasprostranenija innovacionnyh tovarov / T. V. Shkarupa // Aktual’nye problemy gumanitarnyh i estestvennyh nauk . – 2011. – N 1. – P. 89-95.

1

Klimova N.V. 1

1 NAS CHOU "Academy of Marketing and Social Information Technologies" - IMSIT, Krasnodar

The definitions of the concept of “service marketing” are generalized, the existence of conflicting judgments about the theory of services marketing is noted, and the most frequently used definitions in domestic and foreign literature are presented, reflecting their essential features. The specifics of a special complex of marketing communications in service companies are revealed and the principles of marketing services are outlined, which have characteristic features due to the special properties of services and the services market itself. Marketing of services is considered as a complex, programmatic activity that integrates the process of creating and producing a product and service, bringing it to the consumer, taking into account demand and specific market conditions. In this aspect, the main directions for organizing marketing activities of services and methods for developing a marketing strategy (mass, differentiated, targeted) in the Russian market are proposed.

Marketing

peculiarities

principles

consumers

meeting demand

1. Kotler F. Marketing management. – St. Petersburg: Peter, 2009. – 311 p.

2. Kleinaltenkamp M. Synergetic potential of research in the field of marketing of industrial goods and services // Problems of theory and practice of management. – 2002. – No. 1. – P. 106–109.

3. Pesotskaya E.V. Marketing. – St. Petersburg: Peter, 2006. – 305 p.

4. Soloviev B.A. Marketing. – M.: Infra-M, 2009. – 384 p.

5. Stakhanov V. Marketing of the service sector. – M.: Expert Bureau, 2001. – 214 p.

6. Fatkhutdinov R.A. – M.: Business School “Intel-Sintez”, 2000. – 640 p.

7. Fedtsov V.G. Culture of hotel and tourism service. – Rostov n/d.: Phoenix, 2008. – 503 p.

8. Bateson J. Managing services marketing. – United States of America, 1995. – 118 rubles.

9. Bitner M., Zeithaml V. Services marketing. – Massachusetts, 1996. – 187 rubles.

10. Gronroos C.Service management and marketing. – West Sussex, 2000. – 67 rubles.

11. http://www.mark-info.ru (date of access: 01/12/2012).

Despite the increased attention to the service sector in recent years, there is still no consensus regarding services marketing. There are more than a thousand definitions of the general concept of “marketing”. It is primarily viewed as a social process aimed at satisfying the needs and desires of individuals and groups through the creation, supply and free exchange of valuable goods and services.

The American Marketing Association offers the following definition: marketing management (marketing management) - the process of planning and implementing concepts for pricing, promoting and distributing ideas, goods and services, aimed at implementing exchanges that satisfy both individual and organizational goals.

Some economists are of the opinion that marketing of services should not be any different from the marketing of tangible goods, since in total it represents a civilized form of conducting “military” actions in conditions of fierce competition, where most battles are won with words, ideas and trained thinking.

They argue that there is not enough difference between goods and services to be taken into account when designing and implementing marketing activities. Thus, M. Kleinaltenkamp believes that the separation of marketing of things and marketing of services is inappropriate for the following reasons:

1) the distinction is made according to an exclusively controversial criterion (materiality of the product);

2) most of the sales processes implemented in practice are pre-service oriented or are characterized by “typical” signs of service marketing, which is expressed, for example, in the sale of products planned for production rather than finished products, as well as in processes of integration of external ones, that is, those provided by the client, factors of production.

J. Bateson believes that marketing plays a more important role in companies engaged in the production and sale of material products than in those that offer services to their customers, since the issues of creating new products, pricing and promotion can be decided by different services (departments).

Another part of the researchers are convinced that the specificity of services is reflected in the marketing system used by service organizations. This position is shared by V. Zeithaml and M. Bitner. They believe that the main reason for creating a special set of marketing communications in service firms is the need to demonstrate to the customer the highest quality of the service that he is about to purchase.

The recognized leader of the Nordic School of Service Marketing, K. Grönroos, also shares this opinion. He gives other reasons for creating a special marketing system in a service company. First of all, the buyer is present (participates) in the process of providing the service, and the process of providing the service is as important for him as the result. This imposes special requirements on personnel and the quality control system. The impossibility of storing services requires accurate calculations of the capabilities of enterprises in the service sector.

Having studied the concept of marketing, we can note the existence of conflicting opinions about the theory of services marketing. The table shows commonly used definitions of the concept “service marketing”.

Definition of “service marketing”

Definition of the concept	Essential characteristics of the definition
Social process aimed at satisfying the needs and wants of individuals and groups by creating, offering, and exchanging valued services with others.	Maximum satisfaction of customer needs, leading to increased company income. The main purpose is customer orientation	F. Kotler
Complex, programmatic activities in the services market, integrating the process of creating and producing a product-service, as well as bringing it to the consumer based on a study of potential and actual consumer demand and specific market conditions	The dual goal is to maximize the profit of the enterprise producing and providing services and satisfy consumer demand. Feature - focus on meeting social needs	E.V. Pesotskaya
The activities of an enterprise focused on meeting market needs and making a profit in a competitive environment	This is a philosophy and methodology of market activity that forms a “way of thinking” and a “way of action.” The term can mean a social phenomenon, a corporate worldview, a management process, a function of an enterprise, production and commercial activity - a business sphere, a scientific discipline	B.A. Soloviev
The concept of targeting consumers of any activity at any stage of the life cycle of managed objects based on forecasting their needs and organizing the promotion of any product	There is no clear distinction between the concepts of “marketing” and “service marketing”. The main purpose is the concept of customer orientation	R.A. Fatkhutdinov
A set of activities (works) through which services are delivered to the consumer	Complete information for the client, including about the quality of the service provided. Creating comfortable conditions for purchasing services in the shortest possible time	V.G. Fedtsov
The process of planning and implementing concepts for pricing, promoting, and distributing ideas, goods, and services to achieve exchanges that satisfy both individual and organizational goals	The art and science of selecting target markets, retaining and attracting new customers by creating, delivering and communicating about the values ​​that matter to them	American Marketing Association

Modern theoretical and methodological foundations of services marketing were created thanks to the effective search for what various types of services have in common. As a rule, scientists agree that some classes of services have the same properties that distinguish them from goods - products. Almost all existing theoretical models of services marketing are based on the assumption that the production and consumption of services occur simultaneously. Therefore, the quality of service delivery, as well as the skills and knowledge of personnel, become key factors in the success of service organizations. They emphasize the intangibility of a service and the fact that the sale of a service occurs before it is consumed and the quality of the work received is assessed, so it becomes the marketer's responsibility to provide the client with convincing evidence of the quality of the service.

Thus, it can be argued that service marketing is a necessary requirement of modern market relations to meet customer needs, create and improve a service environment that meets consumer expectations. Undoubtedly, marketing activities in the service sector are specific. This is due to the following distinctive properties of services:

Services are intangible (they cannot be touched or tasted). To reduce the uncertainty associated with the intangibility of the service sector, the client is looking for something tangible by which the quality of these services can actually be judged, namely by many factors of a material nature. For example, when choosing a hotel, they start from the number of stars;

Services are produced and consumed simultaneously, consumption of services cannot be postponed until later, they are not subject to storage and transportation;

The quality of services depends on its specific supplier (provider), as well as the time, place and method of provision;

The essence of performing a service is manifested in the execution of processes that make up the operation service (one or more);

The process of providing services includes direct personal contact between the manufacturer and the consumer;

A more careful coordination of supply and demand, special flexibility and adaptability of service provision, which is forced to adapt without delay to changes in consumer demand, are required.

It should be noted that in addition to the special properties of services, a marketing system is also formed by the specific properties of the services market itself, which do not need exposition and are already well known to everyone. Their impact has determined the characteristic features of the principles of services marketing, the most important of which are:

Produce goods that fully meet consumer demand;

Bring to market means of solving consumer problems embodied in a specific product;

Focus on achieving the final result of production and marketing activities - effective sales of goods and capturing a certain market share;

Use the principles of the program-target method and an integrated approach;

Integrate a strategy for adapting to changing demand with active influence on it and create conditions for the reproduction of demand;

Ensure the permanence of the innovation process, allowing you to focus on the long term;

Take into account the social factor at all stages of the marketing process.

Marketing of services can be characterized as a comprehensive, programmatic activity in the services market, integrating the process of creating and producing a product and service, as well as bringing it to the consumer based on a study of potential and actual consumer demand and specific market conditions.

Services marketing has a dual goal - to maximize the organization's profits for competitive business development and to satisfy consumer demand. Marketing activities in the service sector are built in accordance with the principles of flexibility, complexity and adaptability offered by the marketing mix system. It implements the entire set of functions inherent in marketing - market research, coordination of design and production of services, optimization of the product range and distribution of services, development of pricing policies, generating demand and stimulating the sale of services, etc. Marketing is consumer awareness and countering competitors.

Organization of marketing activities of services at the micro level includes the solution of its functional tasks:

Conducting a comprehensive study of the market situation;

Comparative assessment of the capacity of the services market;

Assessing the risks and consequences of business activities in various service markets;

Establishing priority values ​​for certain service markets based on a consumer survey;

Analysis of the dynamics of demand for services and its forecast;

Assessing the correctness of the chosen strategy and the materialization of the set goals and objectives. This function is important for the organization, because in its activities it must actively resist the pressure of competitors, using measures to create demand and stimulate sales for the successful implementation of the service produced; With the help of high quality, maximum customer satisfaction is achieved, the formation of a permanent clientele and the creation of a positive image.

In Russian business activities in the service sector, marketing primarily includes measures to improve the quality of services; studying consumers, competitors and competition; creating demand and expanding the range of services provided; ensuring a flexible and effective pricing policy; sales promotion; organization of technical services and advertising.

The key elements are the study and assessment of demand, which allows one to reveal business prospects and select and justify a service marketing strategy.

There are three methods for developing a marketing strategy in target markets used in Russian practice.

Mass marketing is a focus on mass production of services and promotion of sales of the same service for all consumer segments. The advantage of the method is low costs, the disadvantage is that there is no consideration of the differentiated needs of clients.

Differentiated Marketing. An organization provides two or more services with different properties, creating little variety.

The marketing activities of service industry organizations are the basis for planning all aspects of work and provide for two areas of activity: strategic and operational.

The main goal of operational marketing is to generate sales revenue, that is, selling services and obtaining orders for service by using the most effective sales methods while reducing costs. The goal of achieving a certain sales volume is transformed into a production program and a sales program. It directly affects the short-term profitability of the organization. Conducting active operational marketing is a necessary condition for the company's activities in conditions of intense competition.

Strategic marketing (constant analysis of needs, development of new products and services that ensure consumer recognition and a sustainable competitive advantage of the organization) is an analytical process focused on the long term.

Modern service marketing is not just one of the functions of business, it is intended to create such a combination of services that truly provides the required value to the client, creates motivation for its purchase and satisfies his true needs.

An important feature of services marketing is its focus on meeting social needs and ensuring the quality of life of the population, which is especially important during the development of the socially oriented economy of Russia. The results of the activities of organizations producing services directly shape the social environment and living conditions of a person, and the marketing of services itself can be considered as a special type of social work. Services marketing is a business philosophy that places customers at the center of business strategy.

Reviewers:

Ashkhotov V.Yu. Doctor of Economics, Professor of the Department of Organization of Production and Innovation Activities, Kuban State Agrarian University, Krasnodar;

The work was received by the editor on February 29, 2012.

Bibliographic link

Klimova N.V. SERVICES MARKETING: DEFINITION, SPECIFICITY AND FUNCTIONAL TASKS // Fundamental Research. – 2012. – No. 6-1. – P. 229-232;
URL: http://fundamental-research.ru/ru/article/view?id=29971 (access date: 09/17/2019). We bring to your attention magazines published by the publishing house "Academy of Natural Sciences"

postgraduate student of Novosibirsk State Technical University,
Leading Expert Marketing Analyst at MK Agency (Novokuznetsk)

Today, for many organizations providing services, a prosperous future depends on understanding customers' expectations and desires. Recognition of the significance of the marketing research to achieve and maintain the quality of services provided services increases the chances of achieving business success. The main factors determining the success of entrepreneurship in the field services, are the search and use of data regarding clients for further event planning marketing, as well as reasonable feedback between customers and employees. Carrying out marketing research will help to identify a set of options that are satisfied by the offer of these suppliers services, and on this basis adjust the program marketing in order to achieve a competitive advantage. In case of offering a new service, carrying out research will allow us to identify the criteria that consumers stick by purchasing service, to enable new services in the totality of options under consideration.

Marketing research are a means of maintaining constant contact with customers, helping to understand the mechanism they use to evaluate the service process before purchase, during service delivery and after consumption.

The following main directions can be identified marketing research market services:

• research of consumer needs (the goal is to identify the basic needs that the consumer seeks to satisfy, as well as to identify needs that are currently not satisfied (for example, for a commercial bank client, the main need that he is trying to satisfy by opening a time deposit is the need for savings and saving));
• consumer expectations research (studying the service standards that customers expect from purchasing a service - for example, regarding the cost of the service);
• research of client perception (study of the most important criteria of service quality from the client’s point of view - what he expects and what he hopes to get by purchasing the service);
• service monitoring (service providers measure technical aspects of service, such as the reliability and timeliness of bank fund transfers);
• studying operational methods and customer reactions to service offerings - for example, modeling and forecasting demand for banking services;
• research on service intermediaries (brokers, sales agents, dealers and other intermediaries close to consumers);
• studying key clients (most service organizations view some clients as more important than others, most often due to asset size or profitability);
• maintaining constant contact with current and potential clients by creating a consumer panel;
• obtaining valuable information regarding customer expectations regarding service quality through service analysis;
• analysis of complaints (organizations providing services quite often consider complaints from customers as a positive source of information, since if a complaint is reported to management, then this information will help eliminate the causes and avoid repetition of these precedents in the future);
• personnel research (as part of an internal marketing program - employee research is often carried out by service organizations - for example, studying motivation).

The marketing research process usually begins with the formulation of the problem and objectives of the study.

The formulation of a research problem almost always follows from gaps in market information already available to the organization's management. For example, a service provider may have comprehensive and up-to-date data regarding the market for its current services, but may, through research, discover that there are some unmet market needs that need to be considered as opportunities for the development of new services.

The objectives of marketing research in the service sector are different - here are some of them:

• determination of market characteristics (for example, determination of banking services required by consumers going on vacation, and the identified range of services can be quite significant - from plastic cards to traveler's checks);
• description of market characteristics (for example, description of the behavior of an investor purchasing securities from a bank);
• measuring market characteristics (for example, determining the bank's share of the deposit market);
• analysis of market characteristics (a more complete study of the above information - for example, an analysis of bank depositors according to criteria such as age, income, etc.).

The choice of research methods (qualitative or quantitative analysis) will depend on the purpose of the research being conducted, as well as on the sources of available information. However, it should be noted that qualitative research is the exploration and interpretation of the expectations, motivations and behavior of a small sample of target consumers. It will help define parameters for future research and identify key criteria that consumers use when purchasing a service that can be measured by quantitative research. Quantitative research is carried out to measure the consumer’s attitude towards the service and determine his choice.

Data can be collected indirectly through observation or through direct contact with the respondent. Observational methods require objectivity and are widely used within the service sector for planning and control (for example, monitoring service delivery standards).

Gathering primary market information is a part of the research that is best left to marketing agencies rather than carried out by the service provider itself. First of all, because respondents are more likely to give honest answers to third parties than directly to representatives of the organization conducting the research.

This element of fairness, or objectivity, is especially important in the service industry, where consumers' perceptions of the service cannot be measured separately from the image of the organization providing the service and its personnel. For example, respondents cannot rate their satisfaction with a financial service if they have never actually used it. In addition, respondents' responses to a new service offer cannot be separated from their perceptions of the service provider (for example, a new type of insurance cannot be identified in isolation from the reputation of the insurance company providing it).

On the one hand, the analysis of qualitative research information allows us to identify the relationship between incentives and consumer behavior - the highly structured nature of the data obtained as a result of quantitative research; on the other hand, it provides the possibility of their exhaustive analysis. In addition, such data will help identify significant differences between segments in their perceptions and expectations regarding services, as well as the consistency of purchasing behavior.

The expectations and behavior of various segments of the service market must be studied separately, for which the answers can be divided according to the following criteria: legal, economic, geographical, demographic, behavioral
and so on. Many organizations and service firms, when conducting segmentation, focus on dividing the market according to demographic and geographic characteristics. Large regions, countries, and administrative-territorial units can act as units of geographic segmentation. Obviously, an organization providing services may have several target markets, and for large ones, the number of target markets can reach several dozen. So, for example, for a large commercial bank these may be the national markets of different countries, since the modern world economy is becoming increasingly international, which places demands on banks to carry out operations not only in the domestic market, but also in other national markets. In addition to national markets, the bank can operate in a variety of regional markets, ensuring the implementation of the functions of the country’s financial system in all its economic regions. Finally, in both national and regional markets, there are many markets for banking products that may be perceived by the bank as target markets.

However, while demographic and geographic data are useful because they are available and stored in a convenient format, they do not really explain why differences in consumer behavior exist. Analyzing different groups of customers who share common needs and purchasing behavior can be of great strategic value. Using the principle of benefit-based segmentation, it is possible to identify differences in the requirements of customer groups, as well as identify the service quality criteria that they consider important, and develop service offerings accordingly.

That is why organizations providing services, and above all commercial banks, insurance companies, and travel agencies, have clear developments and approaches to segmenting markets according to the type of clients. An example of this approach to segmentation by industry of corporate clients of a commercial bank and the main needs of each segment are presented in the table.

Segmentation of the bank’s corporate clients by industry and their basic needs

Corporate clients of a commercial bank	Basic Needs
Agriculture	Business organization and planning.
	Transferring funds.
	Capital Cost Financing
Trade and catering	Long-term sources of financing for new projects.
	Organization of automated calculation systems.
	Cash collection.
	Organization and planning of additional
Industry	Organization and planning of working capital management.
	Long-term sources of financing.
	Planning and financing of foreign economic activity.
	Placement of temporarily available funds.
	Financing of new production and R&D.
	Organization of a system for paying staff.
	Strategic planning.
	Updating fixed assets

An analysis of the practice of marketing research in the service sector shows an increasing emphasis on research into compliance with service quality standards, namely, what customers want to receive, as well as what are the motives for purchasing behavior.

One of the goals of conducting marketing research is to determine the factors influencing the consumer's decision to purchase a service. Most buyers of services do not adhere to strict rationality in the acquisition process, which would involve identifying all possible sources of acquisition of services and applying evaluation criteria to each of them. However, it is clear that organizational buyers act with more rationality than individual consumers, who demonstrate greater illogicality in making purchasing decisions. The corporate consumer would rather take a simple and relatively less risky approach by purchasing a familiar service than spend time searching and analyzing all possible options. In fact, consumer choice is determined by a set of possible options, which can be ranked according to their selectivity:

• full range (includes all services that satisfy this need);
• a set of expectations (includes those services that the consumer knows);
• totality of consideration (includes those services within the expectations and desires that the consumer includes when considering a purchase);
• the totality of the assortment (a group of services on the basis of which the final decision on the purchase of services was made);
• infeasible set (in the process of determining a set of options, some services may be rejected because they are unavailable, impossible, inappropriate, etc.).

Consumer behavior models provide a starting point and conceptual framework for analyzing purchasing processes. They have practical value for marketing managers because they allow you to develop the basis of a marketing strategy, and can also be used as a predictive tool - taking into account the set of parameters that underlie them.

Consumer behavior in the services market can be divided into three stages.

Pre-consumption stage includes a series of actions that a consumer typically takes before purchasing a service, from identifying a problem, collecting information, and ending with defining a set of possible options. At this stage, consumers determine their desires and expectations from purchasing a service, and also identify options that are acceptable to them (a certain standard). Moreover, this standard can be explicitly or implicitly determined by the service provider, the consumer himself, or established on the basis of analysis and comparison of other similar services. It should be noted that since services are intangible in nature, in any pre-purchase situation the services remain abstract.

On the next stage - consumption consumers actually decide based on their own experience which of the options being considered is best. During this stage, the needs and expectations identified by the consumer during the pre-consumption stage are compared with the actual provision of the service. And if a gap arises between the expected and the actual, the consumer tries to reduce the resulting disproportion or even refuse to purchase a service: for example, dissatisfaction of a bank client resulting from a refusal to fulfill an expectation - a commercial bank refused to provide a loan.

It should be noted that the process of customer satisfaction is carried out at several levels within the framework of interaction in the process of providing a service. Consumers may be satisfied or dissatisfied with the personnel providing the service, the place of service, the time and the overall organization of the service. As a result, customer satisfaction can be regarded as a mood that is constantly changing and re-evaluated during the service process. For example, a commercial bank depositor may be dissatisfied because he waited in line, but then satisfied because the bank employee was friendly.

On post-consumption stages the entire process of providing the service is assessed, which determines whether the consumer will retain the motives and desire to continue purchasing the service. By providing the proper level of service, satisfying the client's requests and expectations regarding the quality of the service, the organization can retain existing clients and attract new ones, increasing its market share. It should be noted that consumers evaluate services by comparing their expectations with the perception of the actual process of providing the service.

The consumer has two main approaches to assessing the quality of a service. The first can be defined as a strictly regulated quality standard for those services for which objective quality has been established, measured by a third party or by some other means. The second is “floating”, that is, quality is based on the subjective perception of the consumer, on the value determined by him. For example, by what criteria can a good haircut be judged? However, some strict service quality standards can be established regarding services - such as speed of response to a telephone call or written request, absence of queues, etc.

Typically, consumers face problems when evaluating services with “floating” quality, that is, determining the quality of services that are inseparable from both the buyer and the service provider, and also where the requirements for services are intangible and therefore not makes it possible to measure them. The degree of satisfaction will, in turn, depend on how the consumer has formed his expectations regarding technical complexity, cost of the service, timing and alternative choices, consequences of refusal to purchase, degree of risk, novelty of the service, frequency of purchase, as well as the individual experience of the consumer. An essential feature is the consumer's belief that the service offering will satisfy his needs and expectations, in other words, the quality of the service or good service is associated by the consumer with the value he attributes to it.

In the service evaluation process, there are five stages that influence the assessment of the quality of service provision, which can be defined as the intervals between expected and actual service.

The first interval is between the client’s expectations of benefits from purchasing a service and the perception of these expectations by the service provider. If the service provider does not understand the customer's wants and expectations, it is unlikely that the purchase will take place at all.

The second interval is between the correct understanding of the needs and expectations of the consumer and the criteria for the service provided by the service provider in order to meet the hopes and expectations of the client.

The third gap is between service quality standards and actual service, that is, the service provider's ability to provide the required level of service. In meeting service requirements, the service provider must support the service process with appropriate resources and training of personnel.

The fourth interval is between the service promised and the service actually delivered.

These stages are summarized in the fifth interval, in which the consumer's expectations regarding the service and the perception of the service provided take place.

Based on all of the above, we can conclude that in the modern economy, the main component of the success of entrepreneurship in the service sector is consumer awareness. Marketing research serves as a tool to help identify and satisfy consumer needs and expectations in the service provider's effort to turn a potential buyer into a client.

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