What is social marketing and what are the reasons for its occurrence;

What is the role of marketing in the strategic planning of an organization:

What elements does the services marketing environment include?

What is service market segmentation and in what sequence is it carried out;

What factors need to be taken into account when positioning services;

What is included in the marketing complex of social organizations and what are the features of its functioning; about what innovative processes take place in the services market and how they are interconnected with the service life cycle.

Social marketing is the development, implementation and monitoring of programs designed to achieve acceptance by a target group (or target groups) of a social idea, movement or practice 1 .

Social marketing is a relatively new type of marketing not only in our country, but also abroad. The need for it is caused by the following reasons:

1. Society strives to regulate social changes occurring in various areas. At the same time, the main methods of such regulation are methods of persuasion and various types of incentives that correspond to marketing tools.

2. In solving most social problems, the role of the non-profit sector is increasing, which in turn needs to use marketing methods and procedures, both to promote social ideas and to attract the necessary resources.

3. Market relations penetrate into all spheres of society. Moreover, often when promoting certain social ideas, the means of payment are not money, but other means of payment. For example, this may be a credit of trust that society provides to a certain social institution regarding a social idea (for example, a credit of trust in the church as a social institution that can strengthen the sphere of family relations and, in general, the moral state of society).

2. Why is it difficult to set service quality standards?

4. Who is a participant in marketing relations in the social sphere?

5. Why is there a need for social marketing?

§2. Environment Marketing

Marketing activities of social organizations are an integral part of strategic planning.

Strategic planning - is the process of developing and maintaining a strategic fit between an organization's goals and resources and its market opportunities.

The implementation of strategic planning involves, first of all, determining the goals of the organization. The formation of this goal should be based on taking into account the needs of the population. This seemingly obvious circumstance is often not taken into account in the activities of social organizations that aim to provide strictly limited services, forgetting about the priority of the needs underlying these services.

Thus, the purpose of the organization’s activities should be formulated in terms that characterize the volume, dynamics, degree of satisfaction of certain needs, and not just the form of their satisfaction through specific services.

The general, strategic goals of the organization are detailed using a tree of goals into a number of specific, so-called lower-level goals. These goals may relate to both the goals of the activities of various divisions of the organization and individual types of activities. A feature of social sector organizations is that they are multifunctional complexes that satisfy complex social needs. For example, museum institutions, performing the functions of preserving and demonstrating artistic and historical values, at the same time satisfy the need for the accumulation of objects that embody spiritual value for society, in a comprehensive study of the object of museum activity. Satisfying the corresponding needs becomes sub-goals of strategic development for museum institutions.

The goals of social organizations are formed under the influence of the marketing environment.

Environment Marketing can be conditionally subdivided to the external and internal environment.

In its turn The external environment is divided into the macro environment and the market environment.

Macro environment of marketing organizations in the social sphere includes factors such as economic, political, legal, demographic, scientific and technical, national, sociocultural and natural. The organization cannot influence these conditions, but is forced to constantly take them into account when planning its activities.

The influence of individual groups of macroenvironmental factors on the activities of social organizations varies.

For example, in such sectors as education, culture, and social security, the influence of national-ethnic, cultural, and religious factors is especially strong. These factors determine not only the scale and intensity of the needs for certain services, but also their form, purpose and much more.

In some sectors of the social sphere (trade, consumer services, show business) government regulation is relatively weak, so taking into account factors is more important here market environment.

At the same time, in many sectors of the social sphere there is a strong influence of informal socio-economic relations, which are difficult to regulate on the basis of standard regulations. This is expressed primarily in the widespread use of mutual settlements using the so-called “black cash”, unregistered hiring of workers, etc.

Market environment- the second element of the external marketing environment, which includes such factors as the conditions of the services market, the level and nature of competition, and the characteristics of the main consumer groups, also has its own characteristics in sectors of the social sphere.

1 is the limited development of market relations in sectors supported by budgetary funding (education, healthcare, social security).

2 low level of competition due to the presence of natural monopolists. This primarily concerns housing and communal services.

The 3 main subjects of the services market are small and medium-sized organizations and institutions. This, on the one hand, causes a lot of competition, and, on the other, the lack of specialized marketing services involved in the development and implementation of the organization’s marketing programs.

Under the internal environment (microenvironment) of marketing organizations in the social sphere implies a combination of factors such as the hierarchical structure of the organization and its focus on achieving marketing goals, the role and place of the organization’s specialized marketing services, features of the management used in this organization, information sources characterizing the market activities of this organization.

Elements of the microenvironment of marketing of social organizations include volunteers (volunteers) working in these organizations. The practice of attracting volunteers is most widespread in non-profit organizations, as well as in some cultural organizations.

For example, in French museums, “friends of the museum” carry out various activities. Among them are: collecting gifts and donations, searching for sponsors, helping museum staff in organizing major events, organizing lectures, hosting excursion groups at the museum, participating in press relations, searching for potential visitors among new categories of the population, managing museum stores and others.

The microenvironment of social sector organizations also has certain characteristics.

This is the implementation of marketing functions by the management of organizations and institutions in parallel with other management functions.

An important role in the microenvironment of many social sector organizations is played by public governing bodies that do not fall into the hierarchical management structure (supervisory boards, boards of trustees, parent committees, etc.)

The formation of an organization's goals fundamentally depends on its resource potential. Resource potential organizations in the social sphere are characterized, firstly, by presence of an original market idea, own “know-how” regarding the essence and form of service provision. The second, traditional component of resource potential is personnel qualifications. Closely related to this component is image potential of the organization, based on the positive reputation of both the entire organization and its most highly qualified specialists. Recently, the role of such a component of the resource potential of social sector organizations as their material and technical base. The latest equipment, especially for information and communication purposes, allows us to fundamentally change not only the form of service provision, but also the very nature of meeting needs. Moreover, gradually becoming an independent component of resource potential. The next component of the resource potential is various types of real estate b, first of all, production premises owned, leased and in other forms of ownership by social organizations. Despite the high importance of certain types of resources, the most important component of resource potential is financial resources, which can be divided into working capital and financial resources of an investment nature. Considering the entire set of resources of an organization, it is necessary to highlight its competitive advantages, that is, those types of resources and their combinations in which the organization has the most significant advantages. Comprehensive, timely and active use of existing advantages gives organizations the opportunity to get ahead of competitors, at least for a certain period of time. If an organization does not have clear competitive advantages in relation to the entire market for a given service, it is necessary to concentrate on certain parts of the market (segments) where there are clear advantages over competitors due to the availability of certain resources. Having determined the goals of activities at various levels for the organization, the influence of the environment and the availability of resources, you can begin to formulate a marketing strategy for the organization of the social sphere.

Self-test questions

1. What does the external environment of services marketing include?

2. In which sectors of the social sphere is government regulation relatively weaker?

3. What factors determine competition in social sectors?

4. What public authorities influence the microenvironment of social organizations?

5. What are the competitive advantages of social sector organizations?

A.B. Magomedsharipov Postgraduate student of the Department of Marketing and Advertising, Rostov State Economic University "RINH"

Conceptual provisions of marketing in the field of social services are revealed in the scientific literature mainly at the micro level within the framework of the functioning of a separate institution. This is quite natural for the consumer services market, when marketing focuses its attention on the market state of an individual company, but does not correspond to the content of the functioning of the social services system, the specifics of the implementation of the marketing concept in which is determined by its special structure - the institutions belonging to the property complexes of regional government bodies, the implementation of targeted socio-economic policy, limited action of market mechanisms. If traditional marketing explores the exchange relationships that arise between two equal market participants (Fig. 1), then in the field of social services these processes are more complex.

Rice. 1. The simplest exchange scheme as a subject of marketing

The complexity of marketing in the service sector is determined by the differences between the provision of services and the transfer of goods: the consumer is a direct participant in the service, services cannot be stored and transported, and they are difficult to measure. All these features fully characterize social services (education, healthcare, culture, etc.), the quality and quantity of which are difficult to unambiguously measure and clearly express their price in monetary terms. In addition to these specific features of social services, their specificity is that the receipt of a significant part of social services is guaranteed by society represented by the state or their consumption (spiritual and physical development) is stimulated. Thus, exchange processes in the social sphere are not linear and mechanistic in nature and can be presented in the form of the following diagram of interaction between a service provider, a consumer and the state (Fig. 2).

Rice. 2. General scheme of traditional exchange in the field of social services

The presented diagram reflects that the provision of services is not carried out directly, but is implemented with the participation of relevant departments that implement in their work certain social policies of society. This is a much more complex form of exchange of services and it is precisely this that has historically been implemented in the Russian economy.

In the process of reforms and expansion of the market basis for the functioning of the social sphere, an increasingly large part of services begins to be provided on a paid basis. Complex multi-component mechanisms of the social sphere are being formed, integrating the efforts of the state, citizens, charitable organizations and sponsors into a single mechanism for providing the population with social services (Fig. 3). The creation and development of such mechanisms is based on world experience and the domestic social sphere with various problems and shortcomings, but it is steadily and consistently developing in this direction

Rice. 3. Changes in exchange in the process of reforming the social sphere

Since this study is aimed at developing general approaches to marketing in various sectors of social services, it seems necessary to introduce a number of working concepts that allow us to develop uniform provisions for marketing activities, regardless of the specifics of a particular type of service.

Thus, the management of social services in the modern domestic economy is implemented at the level of the region (republic, territory, region) and/or an individual locality (city, settlement). As a unified designation of a certain spatial framework for the implementation of social services, the term “territory” will be used in the future as a working term, which reflects the attachment of the social services management system to a specific space serving the population. That is, territory is a generalized designation of space (region, district, city, settlement), etc., within which services are provided and which can be specified depending on the objectives of a particular study. Within the territory, the activities of service providers are considered - social institutions: schools, hospitals, clinics, kindergartens, museums, libraries, etc. Services to the population, unlike goods, have a fairly clearly defined territorial connection (except for transport and communication services), and social services are directly related to a certain service space, which makes it justified to single out the concept of “territory” as a working category and study the territorial sphere of social service - a complex of institutions and their management system that ensure the provision of a certain number of social services of a given quality to the population of the territory.

Another term used is social services provided to the population of the territory - these are socially significant services in the field of health, education, cultural education, support in difficult life situations, etc. Consumers of services are individuals and families (households), as well as society (the provision of services or the creation of conditions for their receipt in a certain territory creates the possibility of implementing civilized forms of social relations, that is, not only individual consumers are interested in receiving social services, but the entire society as a single society is interested in the implementation of social service processes that ensure its expanded reproduction).

Management of the social sphere is carried out by departmental units of the territorial government, which owns and manages the activities of the relevant institutions.

It should immediately be noted that this study does not consider situations of acute shortage or monopoly of service provision in a certain territory. Thus, if there is one institution of a specific type of service in a territory (in a district or settlement) (one school, one kindergarten, one museum), then the management of their activities should be largely based on industry standards for the provision of specific types of services. In this case, market and marketing mechanisms cannot function effectively, since a situation of natural monopoly is formed. Such a situation is not critical for the social sphere and in a number of areas may be objectively in demand (one institution - a school, kindergarten, etc. for a small locality), and may also arise as a result of a crisis and underfunding of the social sphere. However, in modern society there is a clearly visible trend of large-scale development of the social sphere and the existence of many producers of social services. Even in domestic conditions, basic social services in most territories (regions, districts, cities, etc.) are provided by several institutions (hospitals, schools, kindergartens, etc.).

In a situation of multiple supply of services, provided largely on a paid basis, competitive market mechanisms are formed and marketing approaches to management can be quite fully implemented. That is, marketing becomes in demand in conditions when potential consumers of services can prefer one of the institutions within a certain territory without significant costs for themselves (high mobility is assumed, which allows transport costs to be neglected or considered as insignificant). This assumption is acceptable even if institutions at the place of residence or within walking distance are preferable - consumers are willing to incur additional transportation costs in order to receive services of higher quality. Thus, this study examines the network of social service providers as the main form of market coordination.

In conditions of wide supply, the consumer can turn to any service provider, which is considered as an independent element of the network. The coordination of the functioning of the service network is carried out by a departmental management body. The suppliers themselves are also interconnected, as they are focused on ensuring the operation of a unified service system - if one supplier has a failure (closing an institution), then others distribute its load: patients are transferred to other hospital institutions, students - to other schools, pupils - to other children's gardens, etc.. Thus, the service network is considered as a single organizational service complex, the elements of which do not oppose each other, but are aimed at supporting in order to achieve a single goal - serving consumers. The marketing concept is widely used to build service networks and, in the author’s opinion, this experience can be used and developed in relation to the field of social services, taking into account its specifics. That is, it is necessary to develop network marketing in the areas of social services.

The network organization of marketing activities is already being implemented in the field of paid services - this is multi-level or network marketing, which is a concept for the sale of goods and services by independent distributors who form a sales network and actively attract partners to sales activities. Network integration is based on generating income for each participant through commissions for product sales and additional rewards (bonuses), depending on the volume of sales made by the sales agents they attract. Trading operations in network marketing are carried out in the form of non-store retail trade in the form of direct personal sales, when sales agents of the product manufacturer independently establish personal contacts with potential buyers primarily on the basis of personal connections.

These sales forms are widely used by foreign manufacturers of household and cosmetic products, which are widely represented in the domestic market, such as Zepter International, Oriflame, Avon Products, Neways, Faberlic, Amway, Kirby. In some cases, the commercial practice of network trading is considered as an overly aggressive marketing activity based on personal involvement in sales activities.

The following parameters are considered as advantages of network marketing:

Ease of starting your own business;

Concentration of consumer attention on a specific product - during the sales process it is not in a competitive environment like on a store shelf;

Using personal connections to ensure customer loyalty;

There is a wide range of incentives for distributors through commission payments.

The network marketing system has developed and has been operating in the consumer market for quite a long time. However, this does not prevent the formation of a social marketing network, which has significant substantive unity with established forms of sales: personal contact with the consumer is also necessary, service is carried out by fairly independent service providers. The differences are also quite obvious - the social network is stationary within a separate territory, its marketing influence on consumers is largely limited by the framework of the socio-economic policy of the state and the territory’s governing body.

In general, the proposed network understanding of the marketing of social services can be presented as follows.

The network system of social services is formed by fairly independent institutions that cover a certain territory with their services, while they do not compete within the framework of a single market of services as much as they complement each other. The complex of sales activities in each network node is considered as marketing module , which does not denote the social service institution itself, but a uniform set of marketing technologies for interacting with consumers. By module we mean a fairly independent complex, formed primarily by the institution itself. Modules can be either standard and universal, implemented in the activities of several institutions, or unique, which can function on the basis of institutions with specific resources. The introduction and use of the concept of a module allows you to focus not on the technological, financial or personnel capabilities of institutions, but on their marketing potential. It can be defined that a module in this context is a structured, functionally complete set of marketing technologies that combines information, personnel, other resources and action procedures to manage the market activities of a social service institution. From the point of view of understanding the module as an element of the network, the marketing network itself acts as an ordered (in the sense of the sequence of functioning and purpose) set of modules that ensure the activities of social service institutions.

As an element of the network structure, the marketing module is considered as a logical unit containing a sufficient number of marketing technologies necessary for the implementation of the market activities of the institution. As an element of a common network, the module has common features, but is also characterized by uniqueness, which is ensured by external conditions, personnel, and location of the institution. The module is a self-sufficient unit for carrying out planned events and for solving operational marketing problems; it does not require significant additions and expansions for ongoing work.

In addition, the special allocation of an independent module shows that marketing work should not be completely linked to the activities of the management of the institution - of course, the implementation of marketing activities is controlled and managed by the head of the institution (manager, director, etc.), but this should be implemented within the framework of general management without excessive detail. That is, the marketing activity of a social institution must have its own mechanisms for development and implementation and not act as a redundant organizational complex for management bodies: the manager or director should not independently develop and carry out marketing activities - only general control is necessary.

It is possible both individual use of the module by a separate base institution, and collective (network) use of a set of marketing technologies as part of the implementation of a unified program of action on the market based on the coordination of work plans of all or a number of modules. The selection of a module implements a simple and convenient mechanism for the formation of harmonious complexes of marketing activities of a number of social institutions, saves money on marketing activities, and allows minimizing the costs of time, labor and finances. The set of modules forms a network hierarchy of social services - as a specific way of coordination and interaction of social service institutions in the framework of marketing activities in the territory.

The activities of all modules are coordinated by the network management body. The management body of the modular-network system of social marketing is a special subdivision of the departmental structure of management of the social sphere of the government authority: departments of education, health care, culture of republican, regional, district, city, municipal and other authorities. These units must be at a sufficiently high level of government and coordinate the activities of a number of institutions. So, if a city with a population of less than 1 million is divided into districts, each of which has its own education department, then it is advisable to form a marketing network on a city-wide scale and, accordingly, a specialized unit for managing this activity should also be formed at the city level. In large cities with a population exceeding 1 million people, it is possible to create district or inter-district zonal networks and corresponding marketing network management bodies at the level of one or several districts.

The main task of management bodies is to coordinate the work of marketing modules to achieve strategic development goals. This requires the formulation of a strategy within the framework of a marketing program, which should be medium- or long-term in nature and serve as the basis for marketing plans for the activities of institutions. The modular network marketing program as a document that formalizes the marketing strategy, establishing the directions for its implementation and the basis for the interaction of all elements of the network, should determine:

• key directions and stages of development of market mechanisms in the social sphere;
• the composition of marketing tasks and a system of indicators for each stage of development;
• parameters of resource personnel, financial, material, technological and information support for marketing activities of the entire network.

To implement a marketing program, in addition to management bodies as part of a modular-network system, it is necessary to create special subsystems - methodological, documentary-normative, forecasting-statistical, communication, technical and other service complexes, the work of which will support the marketing efforts of the modules and provide guidance to the management body. Each subsystem carries its own load and has a specific functional focus. Taken together, they are intended primarily for optimal coordination of multiple goals that are set to various network modules, depending on the level at which marketing tasks are solved.

Within the framework of the functioning of subsystems:

• unified complexes of information and reference services for consumers are being formed;
• standard forms for carrying out marketing work in modules are being developed;
• a technology for data exchange between modules and the control body, as well as between each other, is created;
• issues of organizing office work of management activities in the context of implementing marketing approaches to management are being worked out, mechanisms for monitoring the execution of orders are being clarified.

Summarizing the main substantive elements of the formation of a marketing network of social services presented above, it can be defined as a set of modules, controls, functional subsystems and resources that interact in the prescribed manner for the development of service activities of the territory in market conditions (Fig. 4).

The construction of the network is aimed at overcoming the objective contradiction between the market activity of institutions, determined by individual aspirations to increase their own profitability, and the need to ensure the availability of social services, which is implemented by sectoral authorities of the territory.

The need to implement a network approach is determined by the importance of ensuring guarantees for the provision of basic social services, maintaining unity in the content and quality of implementation of mass education and healthcare services. With a network organization, there should be no significant gaps between the levels of service provision by different institutions in the same industry. In addition, unlike the sphere of commercial services in the field of social services, the task is not to maximize profit from the turnover of existing property - more important is to provide a sufficient number of services to the population. This means that governing bodies and institutions in the social service sector must work towards common goals for the development of the social sphere and each institution and there should be no contradiction between them.

Rice. 4. Modular-network system of social marketing

When different levels of management are oriented towards their own development goals, contradictions may arise between the interests of the functioning of the entire social sphere of the territory and the market activity of an individual institution. According to the author, contradictions between the development of the social sphere of the territory and the market activity of an individual institution can be avoided by implementing system-wide marketing, when the market plans of an individual institution are consistent with the development program of the entire social sphere of the territory. Such coordination presupposes both taking into account at the micro level of the organization the development priorities of the entire social sphere, and including the opportunities for independent growth of individual institutions in the strategic development goals. From the perspective of the formation and implementation of programs and plans, the network module is a mechanism for implementing a specific marketing plan for an institution or group of institutions. The plan specifies the goals, objectives, activities and resources of each institution's marketing efforts. Implementation of the plan represents the process of functioning of the module. The goals and objectives of the module are subordinated to the marketing program, which is formed in the network management body. However, this subordination is not linear, but substantive, based on the coordination of the interaction of the module with other elements of the network - the control body, functional subsystems, and other modules (Fig. 5).

Rice. 5. Levels and mechanisms for coordinating the parameters of the strategy and plans of a modular-network social marketing system

This means that on a territory-wide scale it is necessary to formulate a marketing program for the development of social services—a strategy for the market development of the territory’s social service sector. At the same time, each service provider in market conditions needs its own marketing mix, which is formulated in the form of a marketing plan - a set of operational activities of social service institutions to implement the marketing strategy. Thus, we can consider the modular-network system of social marketing of a territory from the position of forming a strategic development program and operational plans for a hierarchically structured organization of marketing activities of social institutions and government bodies. In this case, the network module ensures the implementation of a separate marketing complex linked to the development strategy of the social sphere.

The proposed development of a modular network system for marketing social services intended for use in various sectors of social services - education, healthcare, culture, physical education and sports, etc. Naturally, in each individual area of ​​application it will have its own characteristics, determined by the technologies for providing a particular type of service. However, the main substantive provisions of the proposed approach - the coordination of strategy and operational activities - can be implemented in full, which allows us to consider the proposed development as the initial theoretical basis for building a specific marketing system in each branch of social service. In the framework of this study, a similar development is carried out in relation to the activities of preschool institutions, but this area acts as one of the possible areas for the implementation of modular network marketing.

ABSTRACT

in the course “Fundamentals of Marketing”

on the topic: “Marketing of social services”

1. Social marketing

The term "social marketing" was first coined in 1971 to refer to "the planning, execution and control of programs aimed at achieving acceptance of a social idea, project or problem by a target population." This type of marketing is usually associated with the activities of non-profit organizations that aim to achieve a certain social effect (increasing educational levels, for example).

The main components of marketing of social services are marketing in education and marketing in healthcare.

The very term “marketing of non-profit organizations” or “marketing of social services” means that the main goal of such an organization (university, church, hospital, political campaign or public organization) is not making a profit, but achieving a social effect. For this purpose, an organization may undertake commercial projects to finance efforts to achieve its main goal.

According to McCourt, such organizations are slow to accept the concept of marketing and slowly come to the need to use its principles and tools. However, according to M. Kinnell and D. McDougall, authors of the book “Marketing of Non-Profit Organizations”, universities and organizations, relying mainly on existing traditions and stable government funding, are forced in modern conditions to become like enterprises that may go bankrupt if they do not take into account changes occurring in the environment.

2. Marketing of educational services

Many universities have already realized the need for marketing activities, so a number of English universities, according to M. Kinnell and D. McDougall, already have marketing departments staffed by professional employees.

Sargent's work suggests that institutions will not only compete with each other to attract students, but will also increasingly depend on differentiation and diversification of product and service offerings to fund their operations.

B. Davis and L. Ellison, in the book Strategic Marketing for Schools, define education marketing as “the means by which schools actively communicate and promote their goals, values ​​and products to students, parents, staff and the community.” In their work, they examine in detail such issues as the contact audiences of an educational institution, the features of marketing research of its micro- and macroenvironment, but do not give a clear definition of what exactly is the subject of marketing, the product of an educational institution.

Pankrukhin A.P., in his book “Marketing of Educational Services” gives the following definition: “Marketing of educational services is a scientific and practical discipline located at the junction of many areas of knowledge that studies and forms the philosophy, strategy and tactics of civilized thinking and action, behavior and relationships between subjects of the educational services market - educational institutions, consumer organizations, student individuals, as well as state and municipal government bodies and intermediary structures that produce (provide), sell (provide), purchase and consume these services and related services and products" .

Marketing of educational institutions in a targeted manner is determined by the long-term commercial and other interests of all market entities, as well as the possibility of creating a favorable and broad social resonance, the effect in the form of reproduction of national intellectual potential and related effects.

Marketing functions include research and forecasting of the OU market conditions, identification of promising OUs and the need for updating, determination of the optimal values ​​for the volume, quality, range and service of OUs, pricing, communication activities, promotion and sales of OUs, as well as their support in the consumption process. Marketing of an educational institution must ensure its own reproduction and development, solving personnel problems for carrying out marketing activities in education.

The specificity of educational institution marketing is partially manifested as the specificity of services as such, and partially as the specificity of scientific and intellectual services. But there are also features that arise from the very essence of the educational institution and, above all, the exclusivity of the “source material” of the education sector - the student’s personality, which actually plays a decisive role in the market choice of educational institution, incl. technologies and conditions for their provision, actively participates in the very process of providing educational services.

Educational services themselves are often supplemented by related services, the transfer of material or materialized products, the owners or producers of which are educational institutions. These are information, consulting, expert, engineering services, leasing (rent of equipment, instruments and equipment, communication channels, as well as premises and territories, including for scientific parks, such as at Moscow State University.

Together with educational services (or independently), the intellectual property of employees and teams of educational institutions is sold - inventions, patents, research, training and practical work programs, other innovative services and products, as well as the trademarks of producers of such services - names, logos, trademarks and etc.

Let us highlight problems whose solution directly determines the properties and parameters of the op-amp:

1. Desired characteristics of the future student population

2. Learning objectives and the appropriate relationship between general cultural, fundamental and special, applied knowledge.

3. Duration and modes, stages of training.

4. Type of educational institution, taking into account its location.

5. Technologies of training and monitoring of its results. Although production technology and service provision are traditionally not included in the close attention of marketing, the already identified features of educational services make it necessary to do so.

6. Characteristics of personnel providing OS.

7. Types of educational and methodological tools and areas of their use, incl. knowledge visualization tools, individualized control, programmed education, training, etc.

The solution to these issues is directly related to the solution of classic marketing issues regarding assortment, pricing, communication, sales, and personnel policies.

To understand the essence of marketing in the field of education and see how it manifests itself in the educational services market, it is necessary to analyze a wide range of its elements and aspects. These are, first of all, the subjects of marketing relations and the functions of these subjects in the market, the scope and objects of marketing of the educational institution, its target orientation and problematic content.

The real participants in marketing relations in the field of education are not only educational institutions, but also consumers (individuals, enterprises and organizations), a wide range of intermediaries (including employment services, labor exchanges, registration, licensing and accreditation bodies of educational institutions, etc.), and as well as public institutions and structures involved in promoting educational institutions on the market.

A special role among the subjects of educational institution marketing is played by the personality of the student, student, listener. It is not just a material carrier of educational services, a treasury of transferred knowledge, not only their user in the labor process, but also their only final consumer. A person differs from other consumers of educational resources in that he uses educational potential not only to create material and other benefits, not only to earn a living, but also for himself, to satisfy his own needs directly, primarily cognitive needs.

It is this person, the personalized bearer, owner, user and final consumer of the educational institution that makes a specific choice of his future specialty and specialization, the timing, place and form of training, sources of its financing, as well as the choice of a future place of work (or the next level of education) and the entire set of conditions realizing the acquired potential. Thanks to and around this personal choice, all other subjects of the market and marketing of the educational institution, united by this central subject, meet and establish their relationships.

Educational institutions act as entities that form the offer, provide and sell educational institutions and play a decisive role in the development of marketing in the field of education.

From a marketing point of view, the functions of an educational institution include:

· provision of educational services to students, transfer of desired and necessary knowledge, skills (both in content and volume, and in range and quality);

· production and provision of related educational activities, as well as the provision of influences that shape the personality of the future specialist;

· provision of information and intermediary services to potential and actual students and employers, including agreement with them on the conditions of future work, size, procedure and sources of funding for educational institutions, etc.

Intermediary structures in the OU market are still at the stage of formation and deployment of their marketing activities. These include employment services and labor exchanges, educational funds, associations of educational institutions (for example, universities or business schools) and enterprises, specialized educational centers, etc. They contribute to the effective promotion of educational institutions in the market and can perform such functions as:

· accumulation, processing, analysis and sale (provision) of information on the conditions of the OU market, consulting other entities;

· participation in the accreditation processes of educational institutions, implementation of advertising activities, legal support;

· formation of sales channels, organization of conclusion and assistance in the implementation of transactions under the terms of reference;

· participation in financing, lending and other forms of material, resource support for producers and consumers of OS, incl. - through a system of personal state and other educational loans.

The role of the state and its governing bodies (including local ones) is especially significant in the marketing of educational institutions, in contrast to the marketing of other goods and services. Everywhere in countries with a market economy, the state provides legal protection for marketing entities (primarily consumers) from monopolism, from dishonesty in business, advertising, ensuring the quality of goods and services, maintains statistics, facilitates large-scale market research, etc.

Taking this into account, the significance and roles of other consumers of the OU are determined, including firms, enterprises, institutions and organizations, including in this capacity management bodies. Acting as intermediate (and not final) consumers of op-amps, they form a more or less organized demand for them and present it on the market. Nowadays, many companies prefer only short-term educational programs, and recruit specialists in such a way as not to pay for the services of the university (for example, by transferring workers from other enterprises). However, such a situation and such a strategy cannot be long-term.

The traditional objects of marketing are goods and services: over the past few decades, these have also included ideas. Other objects include organizations (both existing and proposed for sale, as well as those being designed), territories (including economic development zones, land for housing or recreation, etc.), as well as individuals (artists, politicians and other personalities ). In the broadest sense, the object of marketing is any object that is offered on the market for exchange for a certain amount of any goods and is in demand under these conditions. Marketing in the field of education deals with all the mentioned categories of objects of traditional marketing.

Currently, the educational services market in Russia is poorly correlated with the real sector of the economy. This is explained by the lack of ability to effectively predict changes in the structure of jobs in a number of sectors of the economy due to insufficient, and in some places completely absent, databases reflecting supply and demand in the labor market.

Competition in the labor market at present should not be considered between the supply of young specialists and the demand of employers. The press is replete with advertisements - invitations to work, and between the qualities and abilities in the professional work of the specialists themselves. Research conducted by recruitment agencies records an increase in demand for qualified personnel by an average of 25-40% in 2001 compared to last year, and in certain sectors, for example in industry, demand for some vacant positions has doubled. This is where education plays a decisive role. Nevertheless, among young professionals about 30% are unemployed. How can such a contradiction be explained?

The study shows the discrepancy between the professional and qualification parameters of young specialists and the requirements of employers. The customers of higher vocational schools are overwhelmingly the population, parents, who rather psychologically understand the situation on the labor market. Universities are not ready, even theoretically, to consider and approach the training of specialists from the point of view of product categories. True, work on developing professional standards is now being actively discussed and carried out. There is no doubt that a revision of educational standards will be required in the future.

The market needs qualification competencies that do not depend on a specific labor process. The requirement of “learning ability” is becoming increasingly important, which increases employment opportunities and facilitates the vertical and horizontal mobility of workers in the labor market. In market conditions, an employee is required to have basic competencies that allow him to move from one workplace to another.

Below is a table reflecting the needs of the new economy.

Table 1 - List of in-demand specialties in promising areas of economic development

The table shows the increase in the number of market specialties compared to traditional ones. The most in demand in the labor market at present are specialists in the field of marketing (increase in demand compared to 2000 by 20-30%), top managers (35-40%), project managers (15-25%), logisticians (20 -25%), IT technology specialists for Hi-Tech companies and industry (35-45%).

Experts believe that a distinctive feature of 2001 is the emergence of a significant demand for engineering and technical personnel in the field of industrial production. These are: engineers, technologists, production directors, product quality control specialists for, primarily, the food, chemical, furniture, footwear, and pharmaceutical industries.

Specialists in these areas of work are in demand on the labor market. The problem here is rather the ability of higher schools to provide high-quality training in these specialties. This, in turn, requires an effective feedback system in the supply and demand system.

Employers do not have the material and organizational capabilities to actively develop in-house professional training of specialists. There is also no practice of investing in higher education from the real sector of the economy. At the same time, the requirements for graduates in various groups of specialties are becoming increasingly stringent. The vast majority of recruitment advertisements include as basic requirements:

· presence of higher education - 90% of the total number

· PC knowledge at the level of at least a confident user - 95%

· knowledge of at least one foreign language - 50%

· availability of work in the specialty (an average of two years) - 50%

It is noteworthy that the overwhelming majority of “Looking for work” advertisements come from women. However, employers' demand is mainly addressed to men.

Considering the labor market requirements for young specialists and offers from education, we can say that education in universities lags behind the requirements of employers. Few of the state universities (and they train more than 90% of all specialists) train specialists in the field of marketing, PR, finance, management and others, including industry specialists. As a rule, this education is paid, and the competition is quite high. As for commercial universities, their reputation is still low.

The labor market is experiencing a gradual decline in demand for such popular specialties as economics and law. In the “looking for work” sections, it is specialists in these fields who offer their services.

Among the pressing problems facing higher education, the problem of training young specialists who are able to independently navigate and achieve success in life in new market conditions stands out. This task will have to be solved in the near future by higher education.

Whether the marketing activities of a university are carried out by one of the vice-rectors or his deputies or by a specially created marketing department (as happens, for example, in most American universities) depends on the size of the university and its budget. However, the very need for planned and systematic marketing activities is no longer in doubt.

Given the increasing competition in the educational services market, to assess potential demand, one should turn to marketing methods of market research. The purpose of marketing research is to identify future needs, assess the degree of their satisfaction, test specific hypotheses and predict consumer behavior. From this point of view, it makes sense to apply the methodology of conducting marketing research to the analysis of the problems of modern education. The study will help find the answer to the question: “What should a modern educational institution be like?”

In the context of the development of entrepreneurship and the growing popularity of economic education, the object of the study was this type of educational institution as a “business school”. The purpose of the study was to develop the concept of a business school based on identifying target segments of potential students, determining their requirements and system of preferences for this type of educational services.

The survey was conducted on the basis of face-to-face filling out of questionnaires by representatives of target groups.

100 students of technical specialties of BSTU took part in the survey. The representativeness of the sample was ensured by the procedures of random selection of respondents and the correspondence of the socio-demographic structure of the sample and the structure of the general population of the student population under study (students of technical specialties at BSTU - predominantly men under the age of 23).

As a result of statistical processing of the collected data, the following were determined:

· requirements of certain consumer groups for an educational institution;

· degree of similarity of consumer requirements belonging to the same segment;

· the presence within a pre-designated segment of consumers with special requirements;

· the degree of difference in the requirements of potential consumers belonging to different segments.

Statistical processing of materials was carried out using the STATISTICA program.

As a result of processing the questionnaires, the following information was obtained:

1. 77.5% of respondents are ready to receive additional business education.

2. When making a decision on training, the decisive factors turned out to be “knowledge acquired” and “qualified teachers”. “Tuition cost” ranks only fourth in importance (Fig. 1, 2).

3. Depending on the purpose of obtaining education, it was possible to identify two main groups of respondents (Fig. 3):

Those who are going to use the acquired knowledge to start their own business - future entrepreneurs (those with entrepreneurial potential) (51%);

Those who hope to use business knowledge as an additional advantage to find a prestigious job and career growth (those with career potential) (32%).

The questionnaire used equivalent questions regarding the goals of obtaining education; analysis of the answers to them confirmed the presence of these two groups.

4. If we analyze the distribution of answers depending on the gender of the respondents, then men are more oriented toward the role of independent entrepreneurs than women (Fig. 4, 5).

5. When assessing the required degree of adaptation of economic disciplines to the main (technical) specialty, it was found that the majority of potential business school students (67%) hope to gain economic knowledge that is closely related to their main specialty. By receiving additional business education, they will use it to work more fruitfully in their chosen technical field. The share of such respondents is especially high among those who plan to become entrepreneurs (Fig. 6).

Thus, they regard the creation of their own business as an opportunity to implement the technical knowledge acquired at the University.

6. Psychological testing revealed that the majority of those wishing to receive additional training belong to the psychological type of leaders (28%), (question 16 of the questionnaire), sociable individuals (16%) and creative people (9%).

7. The most interesting proposal contained in the answers to open questions was the provision of the opportunity to receive consultations after graduating from business school.

3. Marketing of medical services

The medical services market is a set of medical technologies, medical equipment products, methods of organizing medical activities, pharmacological agents, medical interventions and prevention. The marketing plan of any medical institution should include the following issues:

1. What is the situation with the availability of services (products) among a certain group of the population or in a certain territory?

2. What is the demand for this type of service (product)?

3. What are the production and transportation costs for the production and delivery of goods (sales of services), that is, the cost?

4. What is the consumer value of goods (services) on the local market?

5. What is the purchasing power of the population?

6. What are the advantageous, preferable aspects of the proposed products (or services) compared to those existing on the market?

7. Are there medical, marketing, psychological and advertising conditions to influence needs?

For medical services the following are applied: monopoly prices (set by the manufacturer); nominal prices taking into account cost and minimum profitability; wholesale prices (large quantities of goods are sold to organizations at a significant discount); retail prices (in the store), taking into account acceptable markups and the benefits of the selling organization (seller); market prices (equal to retail prices) (determined by a group of selling entities, taking into account the overall benefit); sliding prices (set taking into account various conditions); fixed prices (determined by the state, consumer associations, contracts).

When marketing medical services, medical institutions must take into account: consumer capabilities (quantity, concentration, solvency, morbidity structure); capabilities of the medical institution (equipment, state of staff, licensing of services, capital availability of new equipment, experience in commercial activities); quality, level and accessibility of medical services (set of services, their quantity, additional, desirable and mandatory services, opportunities for improving and updating services, their novelty, practical and medical effect, etc.); competition (the number of similar services, their quality and efficiency, equipment with the latest technology, the professional level of specialists and their authority in other institutions).

Marketing strategy (behavior in the medical market) is divided into product (service) strategy and market strategy. The directions of marketing strategy for medical institutions can be the following:

1. Improving the quality of consumer properties of goods (services). For example, for GSEN centers it is the use of instruments with high resolution and high accuracy to assess the state of the environment and express methods.

2. Reliability of the product, its guaranteed service and repair.

3. The prestige of the company and its consolidation as a leader in this service and production.

4. Sale of goods (services) with related necessary services.

5. The presence of novelty, which increases product recognition, improves usability and aesthetic perception, enhances efficiency, etc.

One of the types of marketing strategy in modern healthcare should be a strategy of social and ethical marketing, which involves conducting treatment and preventive activities, selling goods and services for certain special groups of the population (pensioners, war and labor veterans, blockade survivors, single people, low-income people, large families, people with socially significant diseases, etc.). Commercial activities must necessarily include sponsorship, free, price reduction, charity, honesty, and ethical programs. A favorable image of a medical organization and its sincere charity create psychological trust and, ultimately, a medical and economic effect.

In the system of medical marketing (offers of medical care), at the highest level of segmentation of the medical services market, it is legitimate to distinguish three main directions with specific forms of offering medical services and meeting medical needs (it is quite clear that the boundaries between these market segments are to a certain extent arbitrary).

Doctors' suggestions for life-saving medical services. Let’s call this segment of the health market the “marketing segment of life.”

Medical offers of medical services with the aim of restoring health, restoring and maintaining a certain level of ability to work in case of temporary loss. The types of medical services in this segment are detailed in the following areas: a) medical services aimed at treating acute diseases and preventing exacerbations of chronic diseases; b) medical services aimed at preventing the transfer of temporary loss of ability to work into permanent (disability); c) medical services for the preservation and maintenance of a certain degree of chronic conditions and disability. We will conditionally call this segment of the health market the “marketing segment of diseases”

Medical services that preserve and maintain a relatively healthy body (immunoprophylaxis, medical examination, etc.). We will characterize this segment as the “health marketing segment.”

The successful implementation of reforms in healthcare can be facilitated by the introduction of management and marketing principles, economic and socio-psychological methods in the management of healthcare institutions. It is important to replace the role of the organizer, which was typical in conditions of centralized management, with the role of a manager, manager.

Literature

1. Saginova O.V. Marketing of educational services // Marketing in Russia and abroad, No. 1 / 2005.

2. Shevchenko D.A. Marketing view of the youth labor market. M.: 2006.

3. On-line version of the book by A.P. Pankrukhin "Marketing of educational services".

4. Marketing research in the field of educational services // Marketing in Russia and abroad, No. 6 / 2007.

5. Golubkov E.P. "Marketing research". - M.: 2007.

6. I. Togunov, On the issue of segmenting the healthcare market // “Practical Marketing” - No. 7, 2005.

7. Togunov I. Management and marketing of modern education. M.: 2007.

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An objective pattern of modern development of world civilization is the priority of social aspects, a set of phenomena, trends and proportions emerging in the social sphere. The economic paradigm, which dominated domestic and foreign management systems for decades, focused attention primarily on the material aspects of the problem, assigning them the role of the dominant social development. The opinion has become firmly established that it is economic growth and economic development that are the key to meeting growing human needs in the context of sustainable development of society. As evidence, the growth in the level of well-being is considered in a number of social systems that are actively developing economically. However, at the present stage "purely economic" ideology began to lose its leading position. The experience of a fairly large number of countries was generalized, which shows that rapid economic growth sometimes does not allow even the basic material needs of a significant part of the population to be satisfied, to create a favorable socio-spiritual climate, or to solve problems of culture, morality, and public ethics.

Modern science is forming a new approach to management problems. Taking as the basis the existence of man, social groups and society as a whole, it puts forward them as target guidelines for socio-economic development, which determine the entire complex of transformations, covering the interrelation of economic, social and environmental aspects. The development of society, economics, and science also determined the development of marketing thinking, the development of the scope of marketing activities, and the emergence of new types of marketing. Social service marketing is one such type.

Marketing of social services includes the following conceptual and categorical apparatus:

Marketing - a system of management and implementation, pricing, promotion and sale of ideas, goods and services through exchange that satisfies the goals of individuals and organizations.

In the context of a social point of view, marketing is a social and managerial process through which individuals and groups of individuals, through the creation of products and their exchange, obtain what they need. This process is based on the following concepts: needs, desires, demand, product, transaction, market.

It is advisable to highlight the following basic principles of social services marketing:

1. Taking into account the needs, state and dynamics of demand and market conditions when making business decisions.

2. Creating conditions for maximum adaptation of production to market requirements, the structure of demand, based on a long-term perspective.

3. Active influence on the market, clients and consumers using all available means, primarily advertising, in order to persuade them to purchase this product. Thus, social services marketing- This is the process of coordinating the capabilities of the enterprise and consumer demand.

From the point of view of social significance, it is possible to form four alternative objectives of marketing: maximizing consumption, maximizing consumer satisfaction, maximizing consumer choice, maximizing quality of life.

Marketing was originally associated with the sale of physical products (consumer goods), but today marketing is used for anything that can be sold in the marketplace. This is how marketing of social services has become widespread.

Social Services Marketing (services marketing) is a type of marketing in which a service acts as a product. Marketing of social services uses the public non-profit sector (hospitals, schools, post offices), the private non-profit sector (airlines, banks, hotels, law firms). When implementing marketing of social services, enterprises or institutions decide three main marketing objectives: create services that exceed the services of competitors in the areas of novelty, service, and affordability; provide high quality services; provide maximum performance levels.

Social Marketing (social marketing) is a type of marketing activity that expresses the development, implementation and control of social programs aimed at increasing the level of perception of certain segments of society of social ideas, movements or practical actions. Social Marketing pursues various goals: achieving understanding (nutritional values ​​of food); encouragement to take one-time actions; desire to change consumer behavior (use of automobile safety equipment); changing the perceptions (of employers that the work of disabled people can be highly effective).

During development social change strategies a marketing planning process is used: the goals of social change are recognized; an analysis of attitudes, value ideas and behavior of certain segments of society is carried out; options for communicating with a certain segment of society, bringing marketing activities to it; a marketing plan and the creation of an organization, a structure that implements and controls its implementation.

Social services (social services) - a set of legal, economic, psychological, educational, medical, rehabilitation and other activities aimed at certain social groups or individuals who are in difficult life circumstances and need help in order to improve or reproduce their livelihoods, social adaptation and return to a full life. Difficult life circumstances are circumstances that objectively disrupt the normal functioning of a person, the consequences of which he cannot overcome on his own (disability, partial loss of motor activity due to old age or health conditions, loneliness, orphanhood, homelessness, lack of housing or work, violence, negative relationships in the family, poverty, psychological and mental disorder, natural disaster, catastrophe, etc.).

Need (need) is a need, a lack of something objectively necessary to maintain the vital activity and development of the organism, the human personality, a social group, society as a whole; internal stimulator of activity.

Needs are usually divided into biological, characteristic of animals, humans, that is, social . But the biological needs inherent in humans are also social. They reflect the need to maintain and reproduce biological life. The needs are historical in nature, they depend on the state of the economy, the level of development of culture and science, natural and climatic processes and other factors. At the same time, individual (personal) and social needs are distinguished. The process of formation of needs is considered by modern science as a mechanism of advanced reflection, which allows economic systems to function most successfully and actively interact with the external environment. This property of needs is especially important from a marketing point of view, since it directs marketing activities towards the study of potential (hidden, but capable of appearing under certain circumstances) consumer demand.

Product (goods) - a product of the activity of an economic entity (including work, services, as well as securities) that is intended for sale.

Market (market) - a set of socio-economic relations in the sphere of exchange through which the sale of goods and services is carried out. One of the principles of the market is the product. In this regard, they distinguish between the consumer goods market, the labor market, the securities market, the capital market, the services market, the social services market, etc.

A cyclical management scheme based on the principles of marketing social services is provided in an essay. 2.1

These constituent concepts are needed to define and essence the marketing of social services.

Changes in socio-economic relations cause further development of the concept of marketing, the reference point of which is the person. Thus, the evolution of marketing has led to the emergence of its newest concept - social marketing. Social marketing logically appeared during the development of marketing and is a further promising stage of this development. This is due to a number of reasons. When analyzing the stages of development of marketing through the passage of various concepts, it becomes obvious that initially firms based their market decisions mainly on profit-making considerations, then they began to realize the strategic importance of meeting consumer needs, as a result of which the concept of marketing appeared, and at the present stage with When making decisions, many companies also think about the interests of society, i.e. are guided by the concept of social marketing.

The term "social marketing" was first used in 1971. It denoted an attempt to apply the principles of marketing and its techniques to promote the solution of social problems, the implementation of social ideas, as well as in the process of social action. During this period, the solution of various social problems increasingly began to be woven into the sphere of activity of organizations.

The concept of social marketing subsequently became more widely used. One of its first definitions was given by F. Kotler: “social marketing is understanding people and communicating with them in a way that leads to their assimilation of new views. Changing their position forces them to change their own behavior, which influences the solution of the social problem in which you're involved." This is the development, implementation and monitoring of the implementation of programs aimed at achieving acceptance by the target group of a social idea, movement, practice.

As defined by Professor Christopher Ebner, social marketing is a strategy for changing people's behavior by understanding their problems and communicating with them.

Following F. Kotler V.E. Gordin interprets social marketing as the marketing of ideas. The following are its characteristics:

• 1. Regulation by society of social changes using methods of persuasion and various types of stimulation, which corresponds to marketing tools.
• 2. Strengthening the role of the non-profit sector in solving most social problems.
• 3. Penetration of market relations into all spheres of social life. When promoting social ideas, the means of payment are not money, but other means of payment - for example, a credit of trust in the church as a social institution that can strengthen the sphere of family relations and, in general, the real state of society.

Summarizing all these definitions, we can conclude that social marketing is the process of planning and implementing programs aimed at creating, building and maintaining relationships of mutually beneficial exchange with target audiences to meet individual and collective needs.

It is also legitimate to assert that social marketing is a type of marketing that consists in the development, implementation and control over the implementation of social programs aimed at increasing the level of perception by certain layers of the public (target audiences) of certain social ideas, movements or practical actions.

Social marketing differs from ordinary marketing in that it is controlled by the public and is focused on an insufficiently clearly defined social request and inflated social expectations.

The need for social marketing is due to:

• Ш the desire to regulate social processes by indirect methods;
• Using as a means of payment not money, but other means of payment (credit of trust, assistance, etc.);
• The development of a non-profit sector capable of attracting resources to promote social ideas.

Social marketing is aimed at improving the social sphere. He pursues a variety of goals: achieving an individual's understanding of social processes and phenomena of everyday life (for example, knowledge of the nutritional values ​​of food); encouragement to take one-time action (participation in a mass vaccination campaign); desire to change behavioral habits (using car seat belts); changing fundamental ideas (convincing employers that the work of disabled people can also be highly effective).

In most cases, the purpose of social marketing is to contribute to the improvement of the lives of the individual and society as a whole. For example, quitting smoking is good for the health of the former smoker and his family, and also reduces health care costs, which benefits the state. This also includes reduced labor productivity among smokers. When a person does not receive direct benefit for himself, for example, by becoming a donor, social marketing focuses on the moral satisfaction of doing good deeds.

Social marketing covers a very wide range of areas of human activity, much wider than the promotion of goods and services (the scope of classical marketing). These areas include:

• - policy;
• - public administration;
• - defense and security;
• - healthcare;
• - education;
• - religion;
• - the science;
• - art and culture;
• - sports;
• - charity, etc.

The social significance of these areas of activity is no less (and in some aspects even greater) than the significance of material production and trade.

According to K.A. Fox, social marketing is used to encourage people to reduce their fat intake, eat more vegetables, fruits and grains, quit smoking, combat symptoms of high blood pressure, practice "safe sex" to prevent the spread of AIDS, become donors, and others. useful things. Social marketing is also important outside of health care and family planning. Social marketing has been effectively used abroad, especially in developing countries, in campaigns for family planning, vaccination, breastfeeding, etc. Social marketing can be effectively used in solving a wide range of problems not necessarily related to health and family planning, for example, in discussing issues of energy and water conservation, and environmental protection.

A social marketing program is different from a public service advertising campaign, just as commercial marketing is different from mass media advertising. Advertising is often a useful and even the main part of marketing programs; it is one of the tools that is used to achieve the desired result. The main thing for social and commercial marketing is to take into account the quality of the product, its cost, the place of its distribution and distribution.

Although most marketing programs are funded by government agencies or non-profit organizations, social marketers can approach companies that promote activities that are beneficial to society and beneficial to themselves. For example, insurance companies are interested in fire safety, occupational safety, smoking cessation, and other behavior changes that will reduce the number of accidents and thus eliminate the need for companies to pay insurance. Some breweries and distilleries are promoting traffic safety campaigns to demonstrate their civic responsibility and reduce government and public pressure to pass laws on the sale and drinking of alcoholic beverages.

So, this type of marketing is usually associated with the activities of non-profit organizations. Their goal is to achieve a social effect, but this does not exclude the economic effect of commercial activities. The focus of non-profit organizations on conducting their core business does not mean that the final results should be presented to consumers for free or at reduced prices. Currently, many non-profit organizations, especially in the fields of health, education, and culture, provide consumers with goods and services at market prices that are the result of their main work.

The social effect from the activities of non-profit entities serves as a kind of analogue of the economic effect from the activities of commercial ones, in the sense that both are the main result. The difference is that the economic effect benefits only a specific entrepreneur, founder and his enterprise; social effect - either to society as a whole or to certain groups of the population.

Social marketing has partly influenced the traditional approach to behavior change. In the past, the main methods used were public exhortations, municipal and school courses, and advertising of public services. People were told more about correct behavior than about the importance and ease of changing it. Social marketing creates a range of tools and concepts for implementing social change programs. At the same time, the right of each individual to decide whether to accept these changes is deeply respected.

Social marketing contributes to a more complete and effective satisfaction of such primary and vital needs of members of society as:

• - the need for self-awareness and self-realization of the individual;
• - the need for the implementation of civil rights and freedoms;
• - the need for participation and management of the state;
• - need for security;
• - need for healthcare;
• - need for education;
• - the need for social, cultural and artistic values ​​and others.

The social services market is part of the so-called public sector of the economy, which, unlike the market sector, deals with public goods, most of which are not the subject of purchase and sale, and therefore the dominant place here is occupied by the activities of the state. In accordance with the purpose of social services, society, represented by the state as a subject of the social services market, assumes the functions of financing the social sphere at the expense of funds received from business entities and individual citizens in the form of taxes.

The social services sector necessitates public investment, as private investment in this area is limited. “Social investments represent the investment of resources in human capital in order to obtain intangible benefits, a qualitative increase in the material well-being and healthy intelligence of members of society. At the same time, the basis for the reproduction of human capital is investment, which is its initial condition.”

The definition of social marketing should be based on a number of theoretical premises, the main ones of which are the following:

• 1. The social sphere should be understood as a special section of social life, as a specific sphere of development of society.
• 2. Sectors of the social sphere can be divided into two groups:
  • - industries and activities designed to satisfy social needs (education, culture and art, healthcare, social security, physical education and sports);
  • - industries and activities designed to satisfy everyday needs, helping to save labor in the household and increase free time (consumer services for the population, housing and communal services, passenger transport and communications in terms of servicing the population).
• 1. Services provided by sectors of the social sphere must have the properties of non-rivalry and non-excludability, i.e. belong to the category of public services.
• 2. The market for social services should be formed through the targeted regulatory influence of subjects of social policy with the help of legal norms, taxes and government spending.
• 3. Social services must be classified as public goods, i.e. to those whose consumption society would like to make obligatory for all its members.
• 4. It is necessary that public goods correspond to the needs of not the individual, but the social consumer, and not all existing needs, but socially recognized ones.

The municipal market for social services is understood as a holistic and interconnected system of economic relations that arise regarding the formation and distribution of municipal revenues, the relationship between recipients of budget funds, commercial and non-commercial business entities, executive and representative authorities and other participants in the social services market related to production and movement goods, works, services and funds that ensure their exchange and perform special (allocative) functions to meet the social needs of residents of the territory in the form of effective demand, transfers (exchange) and budget financing.

It is necessary to take into account that a distinctive feature of the social services market is its division into separate large segments, which are independent markets that differ significantly from each other. The following segments of the social services market can be distinguished:

• 1. Healthcare services market;
• 2. Market of educational services;
• 3. Market for cultural and leisure services;
• 4. Market of housing and communal services;
• 5. Market for public transport services;
• 6. Market for consumer services;
• 7. Catering services market;
• 8. Market for physical education and sports services;

Analysis of the features of social marketing allows us to imagine a system of interrelated functions determined by the specifics of subject-object interaction in the system of social relations. It is legitimate to distinguish three main groups of social marketing functions in the municipal sphere.

The first group of functions - regulatory functions - is the most important and is aimed at creating favorable living conditions for the population of a particular municipality. These include: the function of providing a legal basis for the functioning of the social sphere and creating preconditions for its development; function of income redistribution and ensuring social stability. Local governments should act as a guarantor for socially vulnerable segments of the population; the social function of regulation is aimed at creating conditions that guarantee the rights and freedoms of citizens, ensuring health and labor protection and improving its conditions; development of social infrastructure and creation of conditions for the participation of residents of the municipality in managing the affairs of the local community.

The second group of functions - social security functions - covers changes in the very content of life, people's lifestyles, and their social qualities. This group of functions includes: ensuring the growth of the educational and cultural level of people; organization of institutional activities that shape public mores; adaptation function aimed at helping the population adapt to changing socio-economic conditions; ensuring the life safety of the population; function of investing in human capital; function of distribution of social services; diversification of social services in accordance with individual needs and market demand for them.

The third group of functions - system-transforming functions - represents a targeted impact on the formation, existence and development of social systems. In this case, such a social system is a municipality. The following functions can be included in this group: forming a desirable image of the social process (execution of laws, fair distribution of taxes, implementation of strategic programs to change social behavior, adaptation in practice of social ideas in specific social segments, etc.); market research; formation of consumer preferences regarding the social services provided; market segmentation into certain consumer groups; positioning or prioritizing social services in the range of services; development of a marketing mix; development of a product that maximally satisfies the consumer of the target segment; promotion of a product (or idea); strategic management, manifested in the choice of organizational forms of functioning of municipal enterprises on the basis of various forms of ownership; strengthening municipal control over the activities of organizations providing municipal orders; improvement of the information base; training and placement of personnel, etc.

The infrastructure of social marketing, in contrast to other types of marketing, is defined as a set of industries and activities that contribute to the complex reproduction of a person in the process of realizing his personal and social needs through the provision of various social services.

It includes the following subsystems: material and household (housing and communal services, consumer and trade services, public catering), social and recreational (health care, sports facilities, organization of tourism activities), educational and spiritual (education, culture, art), communication (passenger transport, public service communications) and socio-economic (savings banks, banks, legal advice, notary offices). The definition of market infrastructure allows us to include only part of the socio-economic subsystem. It should be noted that the distinction between social and market infrastructure is purely theoretical, because in practice, the social marketing infrastructure is a single market mechanism that functions as a single system.

Production and market infrastructure overlap in many aspects; market infrastructure covers part of the production infrastructure (for example, transport). The presence of a developed market infrastructure, firstly, facilitates the emergence of a production infrastructure, and secondly, makes its existence more efficient. To the production infrastructure of O.V. Durandin and I.V. Razorvin includes all types of transport (railway, road, etc.) with its most important components - roads, reservoirs, power supply. It should act as a regulator of the development of the entire economy of the municipality, while market infrastructure is the foundation of this economy.

The main distinctive feature of market (institutional) infrastructure among other groups is that it does not act as an independent industry or sub-industry, but serves them as a management subsystem. In terms of the level of management functions performed in the system of social reproduction, it acts as a market (institutional) infrastructure of a society, region, municipality, industry, production, etc.

Providing real social guarantees and benefits poses the problem of studying the social services market both in large cities of Russia and in typical rural settlements. Understanding the behavior of consumers of social services, which underlies the lifestyle of residents of municipalities, allows executive bodies to build a marketing forecast and a strategic plan for the development of the social services market and the management of cities and rural settlements. One of the main solutions to this problem is the introduction into the practice of municipal management of the principles and innovative technologies of social marketing based on marketing research of the social services market.