V.P. Bugakov,
k. 3. n., the docent of the economic department of the Voronezh State University

Special features of marketing of the services

Service as the object of marketing

Today the sphere of services becomes of ever more significant in the economy Russia since it creates numerous work sites it makes a significant contribution to the internal national product. In addition to this, the significance of services is defined not only by their contribution to the creation of work sites, but also by fact that many forms of activity, not having independent value for the final buyers, are actually the services, which are consumed by intermediate buyers by such as divisions and the subdivision of organizations. Skoordinirovannost' and interaction of subdivisions inside the organizations grows not only on the basis of administrative-management measures, but in the larger measure this is reached on the basis of the models of maintenance. Unfortunately, in the world practice this model of activity only is added, but its internal logic and result has already been examined. Thus far appear its only separate constituting, but the results, obtained even with the incomplete layout of all elements, force organizations to reexamine the traditional models of activity.

In spite of the importance of the branch of services, the theoretical concept of services in Russia did not receive its development and propagation. It is possible to attempt to explain this position by the fact that the ideology of Marxist theory gave preference, first of all, to material production, but services practically were not considered as independent sphere. Furthermore, the ideological concept of the proletariat as the advance guard of socialist society, probably, could not but examine the theory of services as the independent branch of activity, on the strength of the fact that the theory of services contains the heretical idea of the maintenance someone, that contradicts the idea of the release of labor.

For the sake of fairness one should recognize that also in the West not very much attention was given to services and marketing of services, otherwise how to explain the fact of the appearance of interest in services and their marketing in the middle of the 60th it was annual. Specifically, during this period the first work on this thematics appears. Probably, this is caused by the insufficient high level of the development of the sphere of services and by the level of competition. Harshness of competition in the industrial sector forced organizations to use marketing as the means of reaching superiority. It is possible that precisely these reasons were the motive of the development of the concepts of services and their marketing for the purpose of the introduction of rationalism and purposefulness in the branch of services.

Today the theory of services examines the broad band of the diverse aspects of maintenance and it is the very imposing list of the authors.

Latitude and variety of services sector hampers the possibilities of determination in different sectors of the services of the general regularities, characteristic for the sphere of services. Traditional closure distinguishes control in the sphere of services. This is manifested in the fact that the leaders of the organizations of maintenance the large part of their working life worked in one sphere of maintenance, for example, bank, to hospital, university, the police, to fire protection so forth this it limits rotation, exchange of experience in the sphere of services. Western sources assert that marketologi, prorabotayushchiye in the industry and passed into the sector of maintenance, encountered with the fact that their previous experience often "badly does not work" in a number of situations of maintenance, and in others not at all let us use. Therefore we will pause and let us discuss some special features of the services, which distinguish them from the material products and require special methods and actions of their marketing.

Service - this of action, performance and effort [ 1 ]. Service is transferred to the buyer through the actions, whereas goods is transferred from hand to hand. Service - this something, which possesses value for the buyer and it can be received by consciousness, it is mental. For the transfer of service to buyer it is necessary to perform the specific actions or operations. Any operations or actions possess similar by characteristics as beginning, continuation and end. This signs characterize processes. Consequently, the essence of the fulfillment of service is manifested in the fulfillment of the processes of the operations composing service. The service can contain one or several operations. For example, singing - this is is one operation - singing. But the diagnosis of doctor contains such operations as listening patient, inspection, designation to the analyses, acquaintance with the results of analysis and establishment of diagnosis.

When service is transferred through the performance, then this as a rule is connected with the performer craftsmanship, for example, actors or the stars of stage. When the discussion deals with the service in the form of effort, then here the essence of the fulfillment of service consists in the councils how correct to enter, to correct the subsequent actions and to convince to be achieved results. An example of such services is the work of trainer on different I see sport. For example, jumper into the height on the training constantly find under the observation of the trainer, who requires of the athlete of the multiple repetitions of leap technique for his fastening and the automatic fulfillment. This is an example of service in the form of efforts. Efforts as service it consists in reaching of the specific state buyers under the influence on it of the supplier of service.

The noted signs of services rather are intangible how touched. Goods can be seen to their purchase, touched, felt smell or measured and packed. When service is bought, then there is nothing, that it is possible to show. Money spent, but in the exchange to take in the hands anything is impossible. Thus, the impalpability of service indicates that the fact that it cannot be touched and that that it not can easily determined or it is formulated, but it is recovered by mind or psychologically.

However, the fulfillment of the majority of services is accompanied by the completely tangible things. For example, repair automobiles is accomplished with the aid of the spare parts, the adaptations, the keys, in the specific and equipped accomodation. Furthermore, repair automobiles includes the determined order of the actions, required for the specific repair and carried out by the prepared and trained people. This is bought as service. The majorities of services - this is the combination of the tangible and intangible elements. The essence of the fact that is bought - it can be tangible or intangible.

Restaurant acquires the levels of subsistence, beverages, different dishes are prepared on the kitchen, in the halls the tables serve, is produced the harvesting of accomodation - all these actions of some people for others. Therefore restaurant appear the organizations of maintenance, although here there is a building, interior, kitchen, equipment - completely tangible objects.

For marketologa and organizing the maintenance the impalpability creates additional difficulties in sale of services. These difficulties are connected with the estimation of the properties of service by buyer, which creates more than risk for the buyer of service with its purchase.

The time frame of the fulfillment of service and its consumption coincide, and this is another important property of service, which it is not characteristic for the goods. The simultaneity of production and consumption indicates that service it is produced under the conditions of real time and, therefore, buyer is present physically during the fulfillment of service. Goods can be manufactured in one place, tyuey are skladirovany in other, and they are sold in the third.

If we examine the stages of the processes of fulfilling of service and proposals of goods, then it is possible to see that goods at first are produced, and then are sold. However, services at first are sold, and then are produced and are consumed.

The simultaneity of production and consumption of service indicates presence at the same time and executor of service and buyer. This special feature with respect to goods lies in the fact that the buyer does not see as they make goods. Being implicated in the production process of maintenance the buyer of service "sees" as "is manufactured" service. If to client is not pleased as it behaves the supplier of service during the production of service, then following time client will not return after the service to the same supplier, which indicates for the organization the loss of income.

Services sector possesses very important special feature and is differed from production branch in terms of the wide application of people in the production process, whereas industry more widely uses machines. As a result of actions of some people for others different results, unequal and unlike to those preceding, are obtained. The wide attraction of human component renders strong influence on the uniformity, standartizovannost' of services. Services are less uniform and are less standardized, which indicates the results of the purchase of service they can be indeterminate. The uncertainty of the result of service creates the situation of the fact that the buyer does not have a possibility to govern and to influence result. Therefore, buying service, buyer experiences stronger risk than with the purchase of goods. For marketing it is important to take measures for reduction in the uncertainty of the result of service.

The accumulation of buyers is created at the moment of the increased demand for the services, turn appears. However, in this case the discussion deals about the fact that at the moments of the increased demand of the possibility (power) of organizing the maintenance they can not correspond to this demand. This leads to the fact that the buyers depart and do not expect their turn that it indicates the loss of incomes. With the being decreased demand the clients buy few services, in connection with this the losses of income so appear. Such problems appear in the sphere of services because of the special feature of service - nesokhranyaemosti. This the special feature of services means that the service cannot be prepared previously as goods, stored and proposed at the moments of the increased demand. Furthermore, nesokhranyaemost' of service is manifested in the impossibility of it to advance as goods into the shop window and to give to buyer the possibility to become acquainted with the service to the purchase. And all these problems of nesokhranyaemosti of services overgrow into the marketingovye problems. Marketolog must manage information about the periods of the possible increased demand and collection of strategies for the solution of these problems.

Thus, the special characteristics of services and difference in the services from the goods require additional knowledge and their marketing, although many approaches of marketing of goods are applicable also to the services, their use frequently differs.

Internal marketing

Services sector, as a rule, is the highly contact sphere, where the quality of maintenance not otdelimo from the quality of the supplier of services. High contactability means that sales of services occur in the process of the encounter of buyer and supplier of services. The supplier of service introduces into the result of maintenance the certain materiality, which is evinced by the creation of the buyer experience, based on what the buyer sees the executor of service, who behaves, it confidently, professionally advice during maintenance and listens to observations and demands of buyer, contemporary equipment and tools are used. All these of element are visible for the buyer with the purchase of invisible service and therefore is created the impression of confidence in the fact that the service will be executed, and buyer will be satisfied. Thus, the executor of service to become as if part of the result of maintenance, partly service itself. Thus, the quality of service is connected with the quality of supplier. And, therefore, appears the problem of the creation of qualitative executor. This to become possible, if the organization of maintenance creates for its personnel such conditions (work sites), which make possible for personnel to be satisfied in material and meaningful sense.

Creation inside the organization of such conditions is internal marketing. Internal marketing indicates the application of philosophy of marketing and its approaches to the people, which attend the buyers of organization so that their work of personnel is better than in competitors and the very important that this would distinguish the buyers. The basic idea of this approach lies in the fact that, if the internal buyers of organization products i.e. its colleagues are satisfied, then they will create the large satisfactoriness of the external buyers of this organization.

Majorities of officials not privyklo to examine marketing from these positions. Marketingovyy approach lies in the fact that hired personnel "buy" product (work) to organization in the employer, who is obligated to use marketing for the proposal of such work sites and works.

There is a close interrelation between application of tools and methods of marketing for the proposal of the best work sites and raising the level of its possibilities and abilities of organization.

Possibilities for the individual maintenance

The simultaneity of production and consumption of service makes it possible to assert that there is a possibility of maintenance to order of buyer.

The possibilities of maintenance on the demand of buyer are enormous. On the strength of the fact that the service is invisible, the creation of information prospectuses makes it possible to strengthen information component of marketing of services. This helps buyer "to see" intangible servant and to understand it.

The collection of information about the problems and the degree of the satisfactoriness of clients, makes it possible to make the valid decisions by the removal of the problems of clients and possibility of their retention in the orbit of the interests of organization.

In the work of Berry [ 1 ] it is mentioned, that the financial institutes achieve the training programs, which impel employees during the transactions to be turned to the clients on the names. The main thing in this tendency, is determination of the possibility of service to be to that executed individual, to order or executed on the standard. This tendency becomes predominant abroad, that even banks began to assign to the individual clients of the personal banker, who is always located at the disposal of client and it proves to be useful, if in it problems appear. Thus, the organization of services must achieve the third type of marketing - marketing of interaction or marketing of relations (interactive marketing). Such a marketing must achieve the supplier of services, that directly contacting with the client. Thus, the model of marketing of uslugovoy organization must include three types of marketing (Fig. 1).

Fig. 1. Model of marketing of the organization of the sphere of the services

In conclusion we note the following.

Services are characterized by impalpability by nonstandardness, nesokhranyaemost'yu and indissolubility of production and consumption. These characteristics create the specific problems in the approaches of marketing. For the organizations of maintenance the application on significant scales of human component is characteristic; therefore its role is very important for organizing the maintenance. The organization of services is obligated to carry out external as well as internal marketing, and also marketing of interactions