Marketing researches and the analysis of the consumer of the market of services. Basic Research What is the service

Klimova N.V. one

1 NAN CEI "Academy of Marketing and Social Information Technologies" - IMSIT, Krasnodar

The definitions of the term “services marketing” are summarized, the existence of contradictory judgments about the theory of services marketing is noted, and the most frequently used definitions in domestic and foreign literature are given with a reflection of their essential features. The specifics of a special complex of marketing communications in service firms are revealed and the principles of marketing of services are outlined, which have characteristic features due to the special properties of services and the services market itself. Service marketing is considered as a complex, programmatic activity that integrates the process of creating and producing a product-service, bringing it to the consumer, taking into account demand and specific market conditions. In this aspect, the main directions of organizing the marketing activities of services and methods for developing a marketing strategy (mass, differentiated, targeted) in the Russian market are proposed.

Marketing

peculiarities

principles

consumers

satisfaction of demand

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2. Kleinaltenkamp M. Synergetic potential of research in the field of marketing of industrial goods and services // Problems of theory and practice of management. - 2002. - No. 1. - P. 106–109.

3. Pesotskaya E.V. Marketing. - St. Petersburg: Peter, 2006. - 305 p.

4. Solovyov B.A. Marketing. – M.: Infra-M, 2009. – 384 p.

5. Stakhanov V. Marketing services. - M.: Expert Bureau, 2001. - 214 p.

6. Fatkhutdinov R.A. - M .: Business School "Intel-Sintez", 2000. - 640 p.

7. Fedtsov V.G. Culture of hotel and tourist service. - Rostov n / D .: Phoenix, 2008. - 503 p.

8. Bateson J. Managing services marketing. - United States of America, 1995. - 118 rubles.

9. Bitner M., Zeithaml V. Services marketing. - Massachusetts, 1996. - 187 rubles.

10. Gronroos C. Service management and marketing. - West Sussex, 2000. - 67 p.

11. http://www.mark-info.ru (date of access: 01/12/2012).

Despite the increased attention in recent years to the service sector, there is still no consensus on service marketing. There are more than a thousand definitions of the general concept of "marketing". It is predominantly seen as a social process aimed at satisfying the needs and desires of individuals and groups through the creation, supply and free exchange of goods and services of value.

The American Marketing Association offers the following definition: marketing management (marketing management) is the process of planning and implementing the concepts of pricing, promotion and distribution of ideas, goods and services, aimed at making exchanges that satisfy both individual and organizational goals.

Some economists are of the opinion that the marketing of services should not be any different from the marketing of tangible goods, since together it represents a civilized form of conducting "military" operations in a highly competitive environment, where most battles are won by words, ideas and trained thinking.

They argue that there is not such a big difference between goods and services that it should be taken into account when developing and conducting marketing activities. So, M. Kleinaltenkamp believes that the separation of marketing of things and marketing of services is inappropriate for the following reasons:

1) the distinction is made according to an exclusively controversial criterion (materiality of products);

2) most of the marketing processes implemented in practice are service-oriented in advance or are characterized by “typical” signs of service marketing, which is expressed, for example, in the sale of planned for production, rather than finished products, as well as in the processes of integrating external, that is, provided by the client, factors of production.

J. Bateson believes that marketing plays a more important role in companies engaged in the production and sale of material products than in those that offer services to their customers, since various services (departments) can decide on the creation of new products, pricing and promotion.

Another part of the researchers are convinced that the specificity of services is reflected in the marketing system used by service organizations. This position is shared by V. Zeithaml and M. Bitner. They believe that the main reason for creating a special set of marketing communications in service firms is the need to demonstrate to the customer the highest quality of the service that he is going to purchase.

The recognized leader of the Northern School of Service Marketing K. Grenroos also shares this opinion. He gives other reasons for creating a special marketing system in a service firm. First of all, the buyer is present (participates) in the process of providing the service, and the process of providing the service is as important for him as the result. This causes special requirements for personnel and the quality control system. The impossibility of storing services requires accurate calculations of the capabilities of enterprises in the service sector.

Having studied the concept of marketing, one can note the existence of conflicting judgments about the theory of marketing services. The table lists commonly used definitions of the concept of "service marketing".

Definition of “service marketing”

Modern theoretical and methodological foundations of service marketing were created thanks to the effective search for common features of various types of services. As a rule, scientists agree that some classes of services have the same properties that distinguish them from goods - products. Almost all existing theoretical models of service marketing are based on the assumption that the production and consumption of services occur simultaneously. Therefore, the quality of service delivery, as well as the skills and knowledge of staff, are becoming key success factors for service organizations. They emphasize the intangibility of the service and the fact that the sale of the service occurs before it is consumed and the quality of the work received is assessed, so it becomes the responsibility of the marketer to provide the client with convincing evidence of the quality of the services.

Thus, it can be argued that service marketing is a necessary requirement of modern market relations to meet customer needs, create and improve a service environment that meets consumer expectations. Undoubtedly, marketing activities in the service sector are specific. This is due to the following distinctive features of services:

Services are intangible (they cannot be touched or tasted) To reduce the uncertainty associated with the intangibility of the service industry, the client is looking for something tangible by which one can really judge the quality of these services, namely, by a variety of material factors. For example, when choosing a hotel, they start from the number of stars;

Services are produced and consumed at the same time, the consumption of services cannot be postponed until later, they cannot be stored and transported;

The quality of services depends on its specific provider (provider), as well as the time, place and method of provision;

The essence of the performance of the service is manifested in the performance of the processes that make up the service of operations (one or more);

The process of rendering services includes direct personal contact between the producer and the consumer;

More careful matching of supply and demand is required, a special flexibility and adaptability of the provision of services, forced to adapt without delay to changing consumer demand.

It should be noted that in addition to the special properties of services, the marketing system and the specific properties of the services market itself are formed, which do not need to be described and are already well known to everyone. Their impact has determined the characteristic features in the principles of service marketing, the most important of which are:

Produce a product that fully meets the demand of consumers;

Bring to the market the means of solving consumer problems, embodied in a particular product;

Focus on achieving the end result of production and marketing activities - the effective sale of goods and the acquisition of a certain market share;

Use the principles of the program-target method and an integrated approach;

Integrate a strategy for adapting to changing demand with an active impact on it and create conditions for the reproduction of demand;

To ensure the permanence of the innovation process, which allows focusing on the long term;

Consider the social factor at all stages of the marketing process.

Service marketing can be characterized as a complex, programmatic activity in the services market, integrating the process of creating and producing a product-service, as well as bringing it to the consumer based on the study of potential and actual consumer demand and specific market conditions.

Services marketing pursues the dual goal of maximizing the organization's profits for competitive business development and satisfying consumer demand. Marketing activity in the service sector is built in accordance with the principles of flexibility, complexity and adaptability offered by the marketing mix system. It implements the entire set of functions inherent in marketing - market research, coordination of design and production of services, optimization of the assortment range and distribution of services, development of pricing policy, demand formation and sales promotion of services, etc. Marketing is consumer awareness and opposition to competitors.

The organization of marketing activities of services at the micro level includes the solution of its functional tasks:

Conducting a comprehensive study of the market situation;

Comparative assessment of the capacity of the services market;

Assessment of risks and consequences of entrepreneurial activity in various service markets;

Establishment of priority values ​​of certain service markets, based on a survey of consumers;

Analysis of the dynamics of demand for services and its forecast;

Evaluation of the correctness of the chosen strategy and the materialization of the goals and objectives. This function is important for the organization, because in its activities it must actively resist the pressure of competitors, using measures to create demand and sales promotion for the successful implementation of the service produced; with the help of high quality, maximum customer satisfaction, the formation of a permanent clientele and the creation of a positive image are achieved.

In Russian business activities in the service sector, marketing includes mainly measures to improve the quality of services; study of consumers, competitors and competition; formation of demand and expansion of the range of services provided; ensuring a flexible and efficient pricing policy; sales promotion; organization of technical service and advertising.

The key elements are the study and assessment of demand, allowing you to uncover business prospects, select and justify a service marketing strategy.

There are three methods for developing a marketing strategy for target markets used in Russian practice.

Mass marketing - focus on mass production of services and promotion of sales of the same service for all consumer segments. The advantage of the method is low costs, the disadvantage is that it does not take into account the differentiated needs of customers.

Differentiated Marketing. An organization provides two or more services with different properties, creating little diversity.

The marketing activity of service industry organizations is the basis for planning all aspects of work and provides for two areas of activity: strategic and operational.

The main goal of operational marketing is the generation of sales revenue, that is, the sale of services and the receipt of orders for services by using the most effective sales methods while reducing costs. The goal of achieving a certain sales volume is transformed into a production program and a sales program. It directly affects the short-term profitability of the organization. Conducting active operational marketing is a necessary condition for the company's activities in a highly competitive environment.

Strategic marketing (continuous analysis of needs, development of new products and services that provide consumer recognition and sustainable competitive advantage of the organization) is an analytical process focused on the long term.

Modern service marketing is not just one of the functions of a business, it is designed to create such a combination of services that really represents the required value for the client, creates motivation for its purchase and satisfies his true needs.

An important feature of service marketing is its focus on meeting social needs and ensuring the quality of life of the population, which is especially important in the period of development of the socially oriented economy of Russia. The results of the activity of organizations producing services directly form the social environment and conditions of human life, and the marketing of services itself can be considered as a special type of social work. Service marketing is a business philosophy that puts the customer at the center of the business strategy.

Reviewers:

Ashkhotov V.Yu. Doctor of Economics, Professor of the Department of "Organization of Production and Innovation" of the Kuban State Agrarian University, Krasnodar;

The work was received by the editors on February 29, 2012.

Bibliographic link

postgraduate student, Novosibirsk State Technical University,
leading expert-analyst for marketing of the MK Agency (Novokuznetsk)

Today, for many organizations providing services A prosperous future depends on understanding the expectations and desires of customers. Recognition of the importance of holding marketing research to achieve and maintain the quality of the provided services enhances the chances of business success. The main factors determining the success of entrepreneurship in the field services, are the search and use of data regarding clients for further planning of events marketing and reasonable feedback between customers and employees. Holding marketing research will help to identify the set of options that satisfies the offer of these suppliers services, and on this basis adjust the program marketing in order to achieve a competitive advantage. If a new service is offered, the research will identify criteria that consumers stick by acquiring service, to enable a new services in the range of options under consideration.

Marketing research are a means of maintaining constant contact with customers, helping to understand the mechanism used by them in evaluating the service process before purchase, during the provision of the service and after consumption.

The following main directions can be distinguished marketing research market services:

• study of consumer needs (the goal is to identify the basic needs that the consumer seeks to satisfy, as well as identifying needs that are currently not satisfied (for example, for a commercial bank client, the main need that he tries to satisfy by opening a term deposit is the need for savings and saving));
• consumer expectations research (study of service standards that customers expect from the purchase of a service - for example, regarding the cost of the service);
• customer perception research (study of the most important service quality criteria from the customer's point of view - what he expects and what he hopes to receive by purchasing the service);
• service control (service providers measure the technical aspects of the service, such as the reliability and timeliness of bank transfers of funds);
• study of operational methods and customer responses to the offer of services - for example, modeling and forecasting the demand for banking services;
• study of intermediaries of services (brokers, sales agents, dealers and other intermediaries close to consumers);
• study of key customers (most service providers consider some customers to be more important than others, most often because of the size of assets or profit generated);
• maintaining constant contacts with current and potential customers by creating a consumer panel;
• obtaining valuable information regarding customer expectations for service quality through service analysis;
• analysis of complaints (organizations providing services quite often consider complaints from customers as a positive source of information, since if a complaint is reported to management, this information will help to eliminate the causes and avoid repetition of these precedents in the future);
• personnel research (as part of an internal marketing program - employee research is often conducted by service organizations - for example, a study of motivation).

The marketing research process usually begins with the formulation of the research problem and objectives.

The formulation of a research problem almost always results from gaps in market information already available to the management of the organization. For example, a service provider may have comprehensive and up-to-date market data for its current services, but may, through research, discover that there are some unmet market needs that need to be considered as opportunities for developing new services.

The goals of marketing research in the service sector are different - here are some of them:

• identifying market characteristics (for example, identifying the banking services required by holiday-going consumers, the range of services identified can be quite large, from plastic cards to traveller's checks);
• a description of market characteristics (for example, a description of the behavior of an investor who purchases securities from a bank);
• measuring market characteristics (for example, determining the share of the deposit market occupied by the bank);
• analysis of market characteristics (a more complete study of the above information - for example, an analysis of bank depositors according to criteria such as age, income, etc.).

The choice of research methods (qualitative or quantitative analysis) will depend on the purpose of the study, as well as based on the sources of available information. However, it should be noted that qualitative research is the study and interpretation of the expectations, motivations, and behaviors of a small sample of target consumers. It will help define parameters for future research and identify key criteria that guide consumers in purchasing a service and that can be measured by quantitative research. Quantitative studies are carried out to measure the attitude of the consumer to the service and determine his choice.

Data can be collected indirectly through observation or through direct contact with the respondent. Observational methods require objectivity and are widely used within the service industry for planning and control (for example, monitoring service delivery standards).

Gathering primary market information is a part of research that is best left to marketing agencies rather than carried out by the service provider itself. First of all, because respondents are more likely to give honest answers to third parties than directly to representatives of the organization conducting the study.

This element of honesty, or objectivity, is particularly important in the service industry, where consumer perception of the service cannot be measured separately from the image of the organization providing the service and its staff. For example, respondents cannot rate satisfaction with a financial service if they have never actually used it. In addition, respondents' responses to offering a new service cannot be separated from their perception of the service provider (for example, a new type of insurance cannot be identified in isolation from the reputation of the insurance company providing it).

On the one hand, the analysis of qualitative research information reveals the relationship between incentives and consumer behavior - the highly structured nature of the data obtained as a result of quantitative research; on the other hand, it provides the possibility of their exhaustive analysis. In addition, such data will help to identify significant differences between segments in their perceptions and expectations regarding services, as well as the sequence of purchase behavior.

The expectations and behavior of various segments of the service market must be studied separately, for which the answers can be divided according to the following criteria: legal, economic, geographical, demographic, behavioral
etc. Many organizations and service providers focus their attention on the division of the market along demographic and geographical characteristics when conducting segmentation. Large regions, countries, administrative-territorial units can act as units of geographical segmentation. Obviously, an organization providing services may have several target markets, and for large ones, the number of target markets can reach several dozen. So, for example, for a large commercial bank, these can be the national markets of various states, since the modern world economy is becoming more and more international, which requires banks to operate not only in the domestic market, but also in other national markets. In addition to national markets, the bank can operate in many regional markets, ensuring the implementation of the functions of the country's financial system in all its economic regions. And finally, both in national and regional markets, there are many markets for banking products that can be perceived by the bank as a target.

However, while demographic and geographic data are useful because they are available and stored in a user-friendly format, they do not really explain why differences in consumer behavior exist. An analysis of different groups of customers who share common needs and behaviors in the process of purchasing a service can be of great strategic value. Using the principle of segmentation based on benefit, it is possible to identify differences in the requirements of customer groups, as well as determine the quality of service criteria that they consider important, and develop service proposals accordingly.

That is why organizations providing services, and above all commercial banks, insurance companies, travel companies, have clear developments and approaches to market segmentation according to the type of customers. An example of this sectoral segmentation approach for corporate clients of a commercial bank and the main needs of each segment are presented in the table.

Segmentation of corporate clients of the bank by industry and their main needs

An analysis of the practice of marketing research in the service sector shows an increasing emphasis on research on compliance with service quality standards, namely what customers want to receive, as well as what are the motives of purchasing behavior.

One of the goals of marketing research is to determine the factors that influence the consumer's decision to purchase a service. Most buyers of services do not adhere to strict rationality in the acquisition process, which would involve identifying all possible sources of acquiring services and applying evaluation criteria to each of them. However, it is clear that organizational buyers act with greater rationality than individual consumers, who show more illogicality in their purchase decisions. The corporate consumer would rather take a simple and relatively less risky approach by purchasing a familiar service than spending time searching and analyzing all possible options. In fact, the choice of the consumer is determined by the set of possible options, which can be ranked according to their selectivity:

• full range (includes all services that satisfy a given need);
• set of expectations (includes those services that the consumer knows);
• consideration set (includes those services within the limits of expectations and desires that the consumer includes when considering the purchase);
• the totality of the assortment (a group of services on the basis of which the final decision on the purchase of services was made);
• unfeasible set (in the process of determining the set of options, some services may be rejected because they are not available, impossible, inappropriate, etc.).

Consumer behavior models provide a starting point and conceptual framework for analyzing purchasing processes. They are of practical value to marketing managers, as they allow the development of the basis of a marketing strategy, and can also be used as a predictive tool - taking into account the set of parameters underlying them.

Consumer behavior in the service market can be divided into three stages.

Preconsumption stage includes a series of actions that a consumer usually takes before purchasing a service, from identifying a problem, collecting information, and ending with the definition of a set of possible options. At this stage, consumers are determined in relation to their desires and expectations from the purchase of a service, and also identify acceptable options for themselves (a certain standard). Moreover, this standard can be explicitly or implicitly determined by the service provider, by the consumer himself, or established on the basis of analysis and comparison of other similar services. It should be noted that, since the services are intangible, in any situation, the pre-purchase of the service remains abstract.

On the next stage - consumption consumers actually decide on the basis of their own experience which of the considered options will be the best. During this stage, the needs and expectations identified by the consumer in the pre-consumption stage are compared with the actual provision of the service. And in the event of a gap between the expected and the actual, the consumer tries to reduce the disproportion that has arisen or even refuse to purchase the service: for example, the dissatisfaction of a bank client, which is the result of a refusal to fulfill an expectation - a commercial bank refused to provide a loan.

It should be noted that the process of customer satisfaction is carried out at several levels within the framework of interaction in the process of providing a service. Consumers may be satisfied or dissatisfied with the personnel providing the service, the location of the service, the time, and the overall organization of the service. As a result, customer satisfaction can be regarded as a mood that is constantly changing and re-evaluated in the process of service. For example, a commercial bank depositor may be dissatisfied because he stood in line, but then satisfied because the bank employee was friendly.

On the post-consumption stages the entire process of providing the service is evaluated, which determines whether the consumer will retain the motives and desire to continue to purchase the service. By providing the right level of service, satisfying customer requests and expectations regarding the quality of service, an organization can retain existing customers and attract new ones, increasing its market share. It should be noted that consumers evaluate services by comparing their expectations with the perception of the actual process of providing the service.

At the disposal of the consumer there are two main approaches to assessing the quality of the service. The first can be defined as a strictly regulated quality standard for those services for which an objective quality has been established, measured by a third party or in some other way. The second is “floating”, that is, the quality is based on the subjective perception of the consumer, on the value determined by him. For example, by what criteria can a good haircut be judged? However, some strict quality of service standards can be set for services, such as prompt response to a phone call or written request, no queues, etc.

As a rule, consumers face problems in assessing services with "floating" quality, that is, determining the quality of services that are inseparable from both the buyer and the service provider, and also where the requirements for services are intangible, and therefore not makes it possible to measure them. The degree of satisfaction will, in turn, depend on how the consumer has formed his expectations regarding the technical complexity, cost of the service, the timing and alternatives of choice, the consequences of not purchasing, the degree of risk, the novelty of the service, the frequency of purchase, as well as the individual experience of the consumer. An essential feature is the consumer's belief that the offer of the service will satisfy his needs and expectations, in other words, the quality of the service or good service is associated by the consumer with the value that he attributes to them.

In the service evaluation process, there are five stages that affect the assessment of the quality of service provision, which can be defined as the intervals between expected and actual service.

The first interval is between the client's expectations of the benefits of acquiring the service and the perception of these expectations by the service provider. If the service provider does not understand the desires and expectations of the client, it is unlikely that the purchase will take place at all.

The second interval is between a correct understanding of the needs and expectations of the consumer and the criteria for the service provided by the service provider in order to meet the hopes and expectations of the client.

The third interval is between service quality standards and actual service, that is, the ability of the service provider to provide the required level of service. In fulfilling service requirements, the service provider must support the service process with appropriate resources and provide staff training.

The fourth interval is between promised and actually delivered service.

These stages are summarized in the fifth interval, in which the analysis of consumer expectations regarding the service and perception of the service provided takes place.

Based on the foregoing, we can conclude that in the modern economy, the main component of the success of entrepreneurship in the service sector is consumer awareness. Marketing research serves as a tool to help identify and satisfy the needs and expectations of the consumer in an effort to turn a potential buyer into a customer of a service provider.

Literature

1. Belyaevsky I.K. Marketing research: information, analysis, forecast. - M .: Finance and statistics, 2001.
2. Golubkov E.P. Marketing research: theory, practice and methodology. — M.: Finpress, 1998.
3. Kotler F, Armstrong G, Saunders D, WongW. Fundamentals of Marketing. — M.: Williams, 1999.
4. Markova V.D. Service marketing. - M .: Finance and statistics, 1996.
5. Fedorets M.N. Consumer analysis as a necessary component of successful work in the market // Marketing and Marketing Research in Russia. - 2002. - No. 1. - S. 16-24.
6. Fedko N., Fedko V.P. Consumer behavior. - Rostov n / a: Phoenix, 2001.
7. Churchill G.A. Marketing research. - St. Petersburg: Peter, 2000.
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9. Marketing (International Edition) William M. Pride O.C. Ferrell, Houhton MiFFLiN Company Boston, 1995.
10. Mark Gabbott and Gillian Hogg, Consumers and Services. - Chichester: John Wiley and sons, 1998.
11. Fisk, S. and Taylor, S. Social Cognition (MA: Addison Wesley) 1984.
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In this article, the author considers the general scheme of the daily distribution of trips in the metropolis, analyzes the need for a trip that arises in a person, and the factors influencing it. Important, from the point of view of the author, is also the study of the accessibility and connectivity of various points of the city by passenger route transport.

This article proposes a fairly simple method for assessing the competitiveness of a store (service, magazine, etc.), which requires minimal time and money and allows you to conduct research on your own without involving third-party organizations.

Modern education is characterized by a large choice and high competition of educational services provided by both state and non-state educational institutions. In many regions there is a fairly large number of educational institutions that provide an opportunity to receive secondary vocational, higher or additional education with the issuance of a state diploma in the same specialties. The current situation requires serious marketing research of the educational services market from a regional university, which should lead to an improvement in the management of the educational process, methods for searching and recruiting applicants, and a qualitative change in educational technologies.

Currently, one of the poorly developed areas marketing, as rightly noted by researchers in , is marketing services. Especially it concerns marketing production services of enterprises agro-industrial service, the problematic issues of which are still extremely insufficiently studied and generalized by specialists - marketers. This article addresses the issues peculiarities and main directions of development marketing in the system of production services for agricultural enterprises, which are closely related to the specifics of the reproduction process in the agricultural sector of the economy.

Recently, there has been a growing interest in service marketing among Russian marketing researchers. This interest is obviously due to the process of privatization of the non-manufacturing sector and the rapid development of other service industries such as banking, insurance, consulting, tourism, paid education, private medicine and non-profit organization services. Nevertheless, upon close acquaintance with the domestic service marketing literature, it is not difficult to find that Russian marketers do not have any generally accepted model of service marketing. Western colleagues have such a model (or, at least, some generally recognized structural elements of this model) exist. The purpose of this work is an attempt to acquaint domestic researchers and practitioners of service marketing with the most popular foreign models of service marketing.

Today, the service sector is becoming increasingly important in the Russian economy, as it creates numerous jobs and makes a significant contribution to the domestic national product. In addition, the importance of services is determined not only by their contribution to job creation, but also by the fact that many activities that do not have independent value for end customers are essentially services that are consumed by intermediate buyers such as departments and divisions of organizations. The coordination and interaction of departments within organizations is increasing not only on the basis of administrative and managerial measures, but to a greater extent this is achieved on the basis of service models. Unfortunately, in world practice such a model of activity is only taking shape, but its internal logic and effectiveness are already visible. So far, only its individual components appear, but the results obtained even with the incomplete arrangement of all elements force organizations to reconsider traditional models of activity.

The article considers the specifics of marketing research in the real estate appraisal market. The characteristics of services and the process of their consumption, as well as factors that affect the demand for real estate valuation services are considered. In the process of forming motivation for the target segment of consumers of real estate valuation services, it is important to take into account the motives associated with the consumption of this service. Important parameters for choosing an appraiser by the consumer are the professionalism of the staff, the image of the enterprise, and comprehensive accessibility. The process of consuming real estate valuation services includes traditional stages, but has its own specifics. It is shown that the type of assessment (mandatory or initiative) influences the marketing policy of a real estate appraisal enterprise. The necessity of creating a marketing service at the enterprise for its successful functioning has been identified and justified.

marketing research

marketing

real estate

1. Anurin V., Muromkina I., Evtushenko E. Marketing research of the consumer market. - M.-St. Petersburg, - 2006. - P.29.

2. Badaraeva R. V., Sharaeva A. S. Theoretical aspects of assessing the real estate market in Russia // Young scientist. - 2016. - No. 4. - P. 336-339.

3. Belyaevsky I.K., Marketing research: information, analysis, forecast. - M.: Finance and statistics, 2001. , - P.48.

4. Kotler F. Marketing management. Tutorial. - M.: - 2001. - P.170

5. Malykhin S.A. Real estate market in Russia. - M.: Vesta-M, 2012, - S. 428.

6. Federal Law “On Appraisal Activities in the Russian Federation” No. 135 dated July 29, 1998 (as amended).

The main task of marketing services is to provide benefits and benefits to the consumer, determine the target market and promote services to this market. The difficulty lies in determining the benefits of the service. The benefit from the service can only be determined by the consumer (client) who used it. The main purpose of service marketing is to help the consumer evaluate various services so that he can make the right choice for himself.

Under the modern concept of marketing, it is assumed that the economic environment is oriented towards more efficient and complete satisfaction of consumer demand through the development of services, as well as the participation of consumers in the process of interaction when they are provided.

The real estate market in the Russian Federation is one of the largest segments of the national economy. At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The Russian real estate market is sensitive to crises, to the macroeconomic situation.

The basis of transactions with residential facilities is legal relations, the subject of which is the purchase, sale and lease of commercial property. It can be noted that both noted areas perform a number of important functions for the national economy of the Russian Federation:

stimulating demand in the lending market;

Stimulation of supply in the construction market;

· stimulating the growth of the money supply in a large number of other business segments - the sphere of real estate appraisal, the production of building materials, varnishes, paints, finishes, wallpapers;

solving urgent social problems related to providing citizens with housing.

Thus, the real estate market is one of the most important drivers of economic growth in the country as a whole. A feature of the real estate market is the need to assess real estate.

The need for real estate appraisal arises when:

purchase, sale or lease of an object;

corporatization of the enterprise;

cadastral valuation;

determining the taxation of immovable objects;

Loan secured;

· insurance;

making a real estate object in the form of a contribution to the authorized capital of an enterprise or organization;

attraction of investments;

entry into inheritance rights;

· resolution of property disputes;

liquidation of the enterprise;

Calculation of the tax amount for real estate objects;

in other actions that are related to the realization of the right to real estate.

The process of valuation of real estate objects is concluded in determining the value of the owner's rights to property. For the buyer, it is necessary to understand what the value of this property is for him and why.

Real estate transactions are private in nature, the information offered is not always correct and complete. Therefore, a professional independent valuation of real estate is the most demanded type of valuation activity. But the citizens themselves need to have a certain knowledge base in this area.

Marketing research of the real estate valuation services market consists of a systematic collection, display and analysis of information necessary for making managerial decisions at the enterprise. With their help, the organization's strategic marketing asset is formed, as well as the information resource necessary to ensure more efficient work of the appraisal organization in the future.

Service - activity for the production of a product (tangible or intangible), carried out by order of the client (consumer), together with the client and for the client, with the transfer of the product to the client for the purpose of exchange.

An enterprise must take into account the characteristics of services when creating a marketing program (Figure 1).

Figure 1- Characteristics of services

Factors that influence the demand for real estate appraisal services:

the price of the service;

the quality of the service provided;

· consumer preference;

The consumer's income

Saturation of the market with services;

An interest rate on a deposit that encourages consumption or savings.

The company needs to find its place in the market in order to identify its own competitiveness. This concept refers to the competitive position of the enterprise, which is established in key areas of its work. Competitiveness directly depends on the occupied market share and the level of profitability, the higher they are, the higher the competitiveness of the enterprise and its position in the market. The competitiveness of the services provided by the enterprise largely depends on its overall competitiveness in the market.

More than 5,000 appraisal companies operate on the real estate appraisal market in the Russian Federation, so it is necessary that the quality of their appraisal services be at the appropriate level. Evaluation services have a number of features that determine the specific requirement for marketing and management in the service sector.

In the process of forming motivation for the target segment of consumers of real estate valuation services, one should take into account not only the motives that are associated with the service itself, i.e. service, social environment of the enterprise, etc. It is also necessary to take into account the motives associated with the consumption of this service, i.e. preference for the performance of work by a professional who will complete it faster, better, and maybe cheaper.

In the market of real estate appraisal services, information awareness increases the level of many factors, such as, for example, the qualifications of staff, the location of the enterprise. But, we must remember such a property of the service as intangibility, which is difficult to demonstrate and guarantee its quality characteristics.

The most valuable sources of marketing information are activities that allow you to "embodied" the service, the so-called guarantees. This is because the risk associated with purchasing a service is perceived to be much higher than the risk associated with purchasing a product. In addition to the service itself, in the service market, important evaluation parameters are:

the personnel who provide the service;

the complexity of the availability of the enterprise;

the image of the enterprise.

The process of consumption of the appraisal service, due to its specifics, dictates special requirements for the organization of the work of the enterprise, which is natural. Marketing-oriented management claims that in planning the activities of an enterprise, the behavior of its consumers is the starting point.

Due to the intensification of competition in the market for real estate valuation services, it is necessary to take into account the intention and behavior of the target consumer segment when determining parameters such as:

· schedule;

standards and types of service;

requirements for personnel;

marketing mix activities.

The real estate appraisal activity has a specific feature. There are two types of real estate valuation (Figure 2).

Figure 2 - Types of real estate valuation

The consumption process includes the following steps (Figure 3).

Figure 3 - Service consumption process

This service consumption process is applicable to all types of services. But, since the market for real estate valuation services has a certain specificity and type of valuation, it is necessary to emphasize the difference in the sale of mandatory and proactive valuation.

The sale of mandatory appraisal is facilitated by the existence of certain state norms, i.e. the imposition of the state significance of consumption on real estate valuation services. In this case, it is necessary to competently present this service to the consumer so that all his requests are satisfied.

As for the marketing of an initiative assessment, the situation here is a little more complicated, since in this case it is necessary to form the desire of the consumer (client) to make this assessment. It is necessary to arouse the consumer's interest in this service for real estate valuation.

The society of any country in the world is interested in high-quality and reliable information based on common standards. The main goal of enterprises that provide real estate valuation services is the need to create favorable conditions for the interaction of different areas of the enterprise, to satisfy consumer demand, because this is the key to the success of the enterprise.

The difficult economic conditions of the modern market oblige enterprises to have marketing services in their structure, which play one of their key roles in their activities, since, by conducting market research, they provide the necessary information for making strategic decisions. At the enterprise, the presence of a marketing service is not only a prerequisite for effective work and development, but also a necessary condition for its survival in the market.

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