COMPLEX APPROACHES TO THE APPLICATION OF MARKETING SERVICES IN THE ACTIVITIES OF ENTERPRISES

The article examines the features of marketing in the service sector, considers its features, determines the importance of applying the latest methods and techniques of marketing in the service sector, while focusing on the features of the service as a product, from which specific features of service marketing arise: intangibility, inseparability from the source, impermanence and non-preservability of the service. The intangibility and intangible nature of the service enhances the role of trust in the manufacturer and the importance of the element of “physical evidence”. The non-preservability of the service requires the marketer to be able to promptly manage demand. The variability of service quality requires clear service standards in combination with motivation and training of personnel. However, modern technologies allow reducing the impact of the human factor and significantly eliminating the negative manifestations of the features of services. The authors substantiate the feasibility of a unified approach to doing business in the non-production sector, based on one of the five marketing concepts. Conceptual models show the processes of interaction of elements of the service market to establish their long-term cooperation. Due to the specifics of services, there is a need to form a policy not only of external and internal marketing, but also of interactive marketing, that is, marketing of client/staff interaction in the service process. The article analyzes the services market in the world and in Ukraine, identifies differences between the markets of services and goods that determine special approaches to the marketing activities of enterprises in the services market. The difference between marketing of the material sphere and marketing of the services sphere is shown in terms of such categories as marketing, marketing mix, quality, materiality and tangibility, production time and consumption. For each category, the necessary actions of a marketer working in the services sector are listed. The elements of the service marketing complex “7P” are studied. The elements of the marketing complex “4C” are studied and grouped into the “7C” system of the service marketing complex. The marketing complex “4E” is evaluated and the service marketing complex “7E” is highlighted.