Strategic marketing in the service sector: essence and features.

Strategic marketing is a means of applying resources that are aimed at achieving a specific goal. The strategy, as a rule, is determined taking into account the factors of the internal and external environment, i.e. Managed and unmanaged variables.

Strategic marketing is a complex of marketing measures aimed at the sustainable promotion of specific goods and services to the market, including the definition of specific goals, analysis, and monitoring and planning of activities. Strategic marketing can be both intense and passive.

In other words, each organization must analyze the environment in which it has to function in order to be able to identify favorable prospects and opportunities, and to avoid undesirable consequences from negative external influences. Based on the analysis, the optimal strategy for the organization is chosen.

The essence of strategic marketing lies in the following stages:

1. The tasks of the enterprise as a whole are defined;

2. The necessary economic units are established;

3. Marketing goals are set ;

4. A comprehensive analysis of the conditions for each business unit is carried out;

5. A strategic marketing plan is being developed;

6. The selected marketing tactic is implemented.

At the same time, such a scheme is applicable both for large enterprises and for small enterprises, which either produce products or provide services. Despite the fact that the essence of strategic marketing each has a different specificity for different types of enterprises, a cross-cutting strategic plan should always be used.

Strategic marketing in the service sector is gaining popularity, as the service industry is growing and expanding.

Features of marketing in the sphere of services are that besides the main components of marketing elements: product, place, price and promotion in this sphere, the following factors are of great importance: people, ways of offering their services, as well as material opportunities. Most of the services are provided by the people themselves, or with their direct participation. This leads the company's management to pay special attention to its personnel. This applies not only and not so much to finding a suitable worker, but to his training and subsequent retention in his organization. Features of marketing in the sphere of services are concluded in specific marketing tasks. These include the development of norms and scenarios for communicating company employees with customers, as well as the need to monitor the proper implementation of the implementation. As a rule, the corporate style of the company's employees is being introduced. There are several ways to provide the services provided, for example, by phone or at home. It is important to give your customers the right to choose without limiting their rules. As the expansion of the range of services provides an opportunity to significantly expand the range of your potential customers. Based on the above, you can get maximum positive results: the expansion of the client portfolio, revenue growth, revenue growth, recognition and demand, etc. It's no secret that the service is intangible, but it is tangible material evidence that always accompanies it. To such certificates it is possible to carry quite an office or a place where the service is provided, the appearance of the personnel, as well as souvenirs and interior items. Along with visual material evidence, sounds, aromas are used, since it is possible to exert influence on all senses. Only the integrated use of all components will form stable associations with your service and your firm.