Innovators 3.V.
the docent of the department of the administration of the department of the economy of the sociocultural sphere of the S.- Petersburg humanitarian university of the trade unions

International models of marketing of the services

Introduction

Recently among the Russian researchers of marketing was designated interest in marketing of services [ 1-12 ]. This interest, obviously, is caused by the process of the privatization of non-production sphere and by rapid development among such other branches of services as banking, insurance, konsalting, tourism, paid formation, particular medicine and the service of non-profitable organizations. Nevertheless with the close acquaintance with the domestic literature on marketing of services it is not difficult to reveal that Russian marketologov lacks any conventional model of marketing of services. In western associates this model (or, at least, some universally recognized structural elements of this model) exists. The purpose of this work is the attempt to introduce domestic researchers and practitioners of marketing of services to the most popular foreign models of marketing of services.

D. ratmel's Model

One of the early conceptualizations of marketing of services was the model, developed By d. ratmel in 1974. [ 13 ]. In the beginning 1970- X is annual discipline "marketing of the services" only it were conceived in response to the phenomenon, called in the western literature by "revolution in the sector of services". The model Of ratmela was the first attempt to show the differences between the functional tasks of marketing in the production and non-production sectors. Schematically model is represented in fig 1.

The model Of ratmela shows that in the production sector it is possible to distinguish at least three, although connected, completely independent of the process: 1) the process of the production of goods; 2) the process of marketing of these goods; and 3) the process of the consumption of these goods. It would be possible to name the functional tasks of marketing in this system classical. First, it is necessary to organize the process of the production of those goods, which satisfy the needs of user (concept of marketing), but not those goods, which must be sold. In the second place, it is necessary to organize the process of marketing of these goods, i.e., to develop strategies of communication, price and distribution channels, in order to effectively move these goods to the user (marketing -miks). Finally, monitoring the process of the consumption of goods for the purpose of the behavioral inquiry of users, development of the new needs of users and analysis of the newly opened possibilities for marketing for the purpose of the maximization of profit on the basis of the complete satisfaction of the revealed needs of users is necessary. However, these functional tasks of marketing become difficult to achieve in the context of production, marketing and consumption of services.

Fig. 1. concept of marketing Of d. ratmel's services

As shown in Fig. 1, in the context of services it is sufficiently difficult to divide production, marketing and consumption of services to the separate processes. This is caused by the specific character of service as product, to which the model Of ratmela makes main accent. The processes of production and consumption of services are simultaneous. At that moment, when service is produced, at the same moment it is consumed. The new functional task of marketing in the sphere of services in addition to the traditional functional tasks of marketing hence emerges. Appears the need for studying, creating, evaluating, advertising, moving for the market and selling the process of interaction between those, who produce service, and by those, who consumes it. In Fig. 1 this task is designated by telltale counter.

Model Of p. eygliye and Ye. langeard

This model of marketing of services was developed in 1976 in France by the professors of the school of business with the Marseille university [ 14 ]. The model, which P. eygliye and Ye. langeard named "servakshn", or "maintenance in action", it was shown in Fig. 2. Model emphasizes not only the simultaneity of production and consumption of service, but also its impalpability. If the model Of ratmela only designated the need for attention to the process of the cooperation of salesman and buyer as the new functional task of marketing, then "servakwn"- model seemingly microscopically shows to us that which, strictly, occurs in this process. Key factors in this model are: 1) very process of maintenance, envelopped by large square; 2) the organization of services, designated by small square; 3) user A; and 4) user B.

The most important element in this model undoubtedly is user A as the purposeful market for the firm of services. Three pointers in Fig. 2 designated three major factors, which, in the opinion of the authors of this model, substantially influence the behavior of user a. first, this is the organization, which generates services. Eygliye and Langeard divide the organization of services into two parts: seen for the user and invisible for the user. According to model the most important part for marketing is the visible part, which is divided into the contact personnel, which renders services, and the material medium, in which occurs the process of maintenance. In the second place, these are other users, designated as "user B". According to model the qualitative characteristics of other users, who are located in the process of maintenance in the field of sight or next to the user A, substantially influence the overall perception and perezhivayemost' of the process of field service A.

Fig. 2. "the Servakwn"- model of marketing of services To p. eygliye and Ye. langeard

According to the logic of this model the manager on marketing besides traditional strategies of marketing, utilized in the production sector (goods, price, communication, distribution channels), must think over and plan three additional strategies. Manager must care about the visible part of the organization and create the specific material medium, on which the user will attempt to estimate the quality of the forthcoming maintenance. In practice this strategy usually realizes in the creation of the specific interior or design of the accomodation, where maintenance occurs. Then manager must ensure the specific standards of the behavior of personnel, find in the contact with the user in the process of maintenance. In practice this strategy usually realizes in instruction and motivation of personnel. Finally, manager must think over as organize users so that each of them would be located "among their" of the groups of users. The examples to such a strategy are economical and business- classes in the airlines.

The French model of marketing of services obtained sufficiently wide international acknowledgement. For example, it was discussed by the Scandinavian school of marketing of services [ 15 ]. Last American textbooks use this model as the conceptual basis of American marketing of services [ 16, 20 ]. The textbook Of f. kotler on marketing of the services of hospitality and tourism recently translated into the Russian language also uses this model as theoretical basis [ 17 ]. The reason for the popularity of this model, obviously, is its practicalness, since this model indicates those controlled factors, which can be used during planning of marketing of services (contact personnel, material medium and other users).

K. grenros's Model

Christian grenros is the best representative the so-called northern school of marketing of services "nordik of cheek-bones" [ 15 ]. This school is presented by marketing research of services, by scientists from the Swedish and Finnish schools of the economy achieved. To a considerable degree this model is based on the models Of d. ratmel and P. eygliyes and Ye. langeard and formally it does not have any original schematic expression. However, as the contribution of northern school to the theory of marketing universally-adopted acknowledges the detailed conceptual development of the terminology of marketing of services and introduction into the scientific the turnover of such concepts as internal marketing, quality of service and interactive marketing.

That that D. ratmel implies by the "additional function of marketing", in connection with services K. grenros calls "interactive marketing". Interactive marketing is aimed at the process of interaction between user and personnel of the firm of services. In the opinion Of k. grenros, the quality of maintenance is created precisely in the process of interactive marketing, and the primary task of interactive marketing - this creation and the maintenance of the qualitative standards of maintenance. Major factors in this case the process of qualitative maintenance and the behavior of personnel, which renders services, become. Therefore for the possibility of strategic action on these factors K. grenros introduces two additional concepts: the functional- instrument model of the quality of maintenance and internal marketing.

the Functional- instrument model of the quality of maintenance assumes, that to user in the process of maintenance important not only that the user obtains in the process of maintenance (instrument quality), but also as this process he occurs (functional quality). In the russkoyazychnoy literature this model in detail is discussed in one of the conversion works Of f. kotler [ 17 ]. In the opinion Of k. grenros, in order to create the functional quality of maintenance, to manager it is necessary to develop strategy of internal marketing, occasionally referred to as internal'nym marketing.

Internal marketing is aimed at contact personnel of firm and is intended for creating such motivational and organizational working conditions, which actively contributed to the creation of the functional quality of maintenance. K. grenros introduces such terms as "internal product" (work) and "internal user" (personnel of firm). Further, according to the model of scientist before to sell qualitative service to external user, it must be first "sold" to internal user, i.e., to personnel, which is "marketologom on the pluralism". In other words, personnel must be osoznanno justified to the assigned by management qualitative standards of the care of external users [ 15 ].

Fig. 3. "the 4R"- model Of d. MCARTHY and "7R"- model M. bitner

Model M. bitner

The American schools of marketing are accurate to their approach "four R", developed even in 1960- X years. By Jerome MCARTHY. The works of researcher tsentr the study of marketing of services with the Arizona university M. bitner extended this formula to "seven R" in connection with services [ 18 ]. Traditional formula "four R" it includes four those controlled for organizing the factor of marketing: goods, price, distribution channels and the elements of communication (product, price, place, promotion). The task of organization - "to mix" these factors so that they are more effective than the factors of competitors, they acted on purposeful market. In connection with services M. bitner she proposed to supplement this model three additional R: process, material proof and people (process, physical evidence, people). These two models in connection with services and to goods are presented in Fig. 3.

Models are aimed at purposeful user. Manager on marketing can use elements of marketing in order to act on user. In traditional marketing four basic factors are accessible to manager. In marketing of services, according to model M. bitner, to manager are accessible seven factors, including three additional, whose appearance is caused by the specific character of service as goods. It is not difficult to note that according to its logic the model M. bitner is organically consonant to the models Of d. ratmel, P. eygliyes and Ye. langeard, K. grenros.

F. kotler's Model

American marketologi joke, that in the sphere of marketing there is no regions, to which would not apply hand F. kotler. The theory of marketing of services not would be such captivating field for the study, if not the "triangular" concept of marketing Of f. kotler's services. Being based on studies of intra-organizational communication processes and concept of marketing of relations, Kotler proposed to distinguish three interconnected units in marketing of the services: 1) the management of firm; 2) contact personnel; and 3) users [ 17 ].

According to the concept, represented in Fig. 4, three key units form three controlled component: 1) firm- user; 2) firm- personnel; and 3) personnel- user. In order to effectively govern marketing in the firm of services, it is necessary to develop three strategies directed toward these three components. Strategy of traditional marketing is directed toward the component "firm- user" and is connected with questions of price formation, communications and channels of propagation. Strategy of internal marketing is directed toward the component "firm- personnel" and is connected with the motivation of personnel to qualitative field service. Finally, strategy of interactive marketing is directed toward the component "personnel- user" and is connected with quality control of the rendering of service, proceeding in the process of the cooperation of personnel and users.

Fig. 4. Triangular model of marketing Of f. kotler's services

Conclusion

The analysis of the international concepts of marketing of services makes it possible to conclude that despite the fact that they are developed by different researchers from different countries and are built according to different principles, as a whole they have general structural and conceptual elements. First, all models are repulsed from the specific character of service as goods. To one degree or another these concepts emphasize the impalpability of services, inseparability from the source, nesokhranyaemost' and inconstancy of quality. In the second place, all models indicate the need for attention to such strategic factors of marketing of services as personnel, process of maintenance and the material proof of maintenance. Thirdly, the majority of concepts recognize the need of using additional strategies for control of marketing of services. Such additional strategies include internal marketing and interactive marketing.

It is at the same time necessary to note that with the comparison of the international concepts of marketing of services it is possible to isolate a number of contradictions. It is interesting that the work on internal marketing began to be achieved in the beginning 1970- X it was annual simultaneously in Scandinavia and in THE USA. Today there are two determinations of internal marketing - Scandinavian and American [ 15, 21 ]. So is matter also concerning the Scandinavian and American models of the quality of service [ 15, 17, 19 ].

In spite of these contradictions, one should recognize that abroad for the last thirty years was formed the international community of the researchers of marketing of the services, whose transactions, undoubtedly, make it possible to speak about independent discipline "marketing of services". It is sufficiently easy possible to isolate the main scientific schools, which are carried out questions of the study of marketing of services. Such schools obshchepriznanno are northern school "nordik of cheek-bones", French school and American school, presented by the Harvard school of business, by the center of the study of marketing of services with the university of Arizona and by Texas A&M by university.