МАРКЕТИНГ ПОСЛУГ У КОНТЕКСТІ ГЛОБАЛЬНОГО РИНКУ ПОСЛУГ

Abstract

The article explores that in the context of economic globalization, the world services market is developing more dynamically than other segments, and today is at the stage of active formation. According to the United Nations Conference on Trade and Development, global services exports were valued at $7.1 trillion in 2022, representing 7.1% of global GDP and 23% of total global trade in goods and services. At the same time, the domestic service system collapsed as a result of hostilities, and international trade in services was virtually destroyed. It is substantiated that one of the effective tools that provides companies with the prerequisites for obtaining competitive advantages in the global market is effective marketing of services. It has been established that the specificity of marketing activities in the service sector is determined by the characteristics of services (intangibility, inseparability of production and consumption, lack of stability, impossibility of storage and accumulation). It has been proven that successful operation of a company in the services market is impossible without a marketing strategy. Based on F. Kotler's service marketing triangle, the structure of relations between stakeholders involved in the development and implementation of the marketing strategy of a service sector company has been studied. It has been established that external marketing reflects the interaction between the company and consumers, internal – between the company and its employees, interactive – between employees and consumers of services. Attention is focused on the fact that in the context of the globalization of service markets, along with a strategy aimed at external consumers, the company is developing a strategy aimed at internal consumers (internal marketing) and effective interaction between company personnel and the client in the service process (interactive marketing). Strategies for each element of the overall service marketing strategy are characterized: product, its price, place of sale, promotion, people, process and physical environment (the "7P" mix-marketing). It is noted that digital technologies open up wide business opportunities for companies on the global market.