FEATURES OF MARKETING ACTIVITIES IN THE SERVICE MARKET

• Published in: Соціальна економіка no. 65; pp. 104 - 111
• Main Authors: Kovalenko, Anastasiia, Lisenyi, Yevhen, Hrytsaienko, Daria
• Format: Journal Article
• Language: English; Ukrainian
• Published: V. N. Karazin Kharkiv National University 11.07.2023
• Subjects: marketing; marketing tools; specifics of marketing services
• ISSN: 2524-2547
• DOI: 10.26565/2524-2547-2023-65-10

The article discusses the essence and distinctive features of marketing activities of an enterprise operating in the service sector, demonstrates the need to study its specifics, as well as analyze the marketing tools used. Marketing is a system of organizing and managing the production and sales work of an enterprise, analyzing the market in order to develop and meet the demand for products and services, as well as generating income. The main principles follow from the essence of marketing, namely, taking into account the needs of the market, the state and dynamics of demand, as well as market conditions when making economic decisions, creating conditions for adapting production to market conditions, to the structure of demand, influencing the market, the consumer, along with supporting all available means, primarily advertising. To date, the main task of the company's marketing activities in the service sector is to attract the maximum number of customers, which is achieved through a well-thought-out promotion program. The ability to predict further development prospects, determine tactics and develop strategies is one of the main sources of building a new type of enterprise activity. A significant number of strategic developments are carried out on the basis of marketing decisions. At the present stage, such types of marketing as traditional (external) marketing, internal marketing and interaction (relationship) marketing are used in the service sector. The service market successfully uses both traditional and innovative marketing tools, primarily various internet technologies. The company's own website, presence in social networks, use of chatbots and video blogs is a necessary prerequisite for promoting services and attracting as many customers as possible. In addition, it is concluded that the problem of the effectiveness of marketing activities of organizations is also becoming more and more relevant for non-production organizations.