The concept of components is necessary to become a consumer of the product

The concept of components is necessary to become a consumer of the product
4.2. Service: Marketing mix. Service marketing. Handbook for Russian marketers
As mentioned earlier, the essence of marketing is to achieve coordination between the expectations and needs of one party and the products provided by the other party. The question is what products are needed on the market. In the second chapter, we are very concerned about customer segmentation issues and the creation of control loops based on segmentation standards. This chapter is dedicated to the topic of the product. We have decided on the general concept of the product. Now, it is necessary to adjust the offer for the selected target consumer segment (see Figure 2.2) to ensure that the proposed product best matches the requirements of the representative of the segment of interest to us. This method is called in marketing. This is a characteristic of so-called services in a specific field, but most services are closer to services in a specific field than goods. Let us consider the main difference between transaction marketing () and relationship marketing (Table 4.3). Table 4. A necessary component of the marketing mix, that is, the attention-quality-production unit activity requirements of all the structure of the sales company (manufacturer). Compare the data in Table 4.3 with the product. We will see that transaction marketing is not only not applicable to this field, And it conflicts with the essence of the product. Therefore, it is the basic concept of marketing activities in the service market. It should be remembered that service companies do not necessarily limit themselves to this framework in their activities. Its goals and selected concepts may be different at different points in time, depending on the strategies and strategies of market behavior determined by market entities. For your reference, the following is an alternative method (acceptable-effective, harmful to successful activities). Product positioning is an unpopular concept. The manufacturer (seller) is confident that he understands the needs of consumers, which is its characteristic. A good way to miss the market. This concept is characteristic of companies that have worked and succeeded in the past-there are many examples of unclaimed services in the market, followed by long-term and expensive sales attempts. It is usually found in the fields of medical and paramedical services, cellular services, and education. Technology orientation is an acceptable operating concept, and its essence is to stay ahead of customer requirements in terms of technical capabilities. Usually suitable for high-tech fields. Unfortunately, not all companies can apply it correctly. Today’s mobile phones are a sad example, filled with hundreds of unclaimed features that consumers don’t want to pay. Focusing on financial (or other internal) indicators is an acceptable concept, the essence of which is (currently) generally believed that profitability is more important than consumer interests. Applicable when understanding the nature of the process. For companies, the cost of mistakes in adopting this approach is extremely high, because the need to improve profitability usually depends on the need to invest in their own development or solving current problems. In many cases, companies investing in new activities or product directions will be surprised to find something that no one needs to do. The money has been spent. So they went bankrupt. Supplier orientation is an acceptable and even useful concept. It focuses on people and constitutes the company's main capital in the service area. It is important to manage the process intelligently and understand the limits of tolerance in the relationship with employees. Of course, there may be extra places here. Focusing on experts is an inherent concept in the highly professional (medical, financial, legal) service market. Professionals (doctors, financiers, lawyers) undoubtedly have a better understanding of the necessary conditions for everyone's happiness. -In business relations with consumers, the voluntary principle is the basic principle. Money cannot be forced to become healthy, rich and happy. Therefore, there are a series of services that have nothing to do with the target market segment. If providing such services does not require the company to purchase expensive equipment or technology, that is also great. In addition to the customer-centric concept, the concept is feasible and may even be useful. Training for managers-to adapt managers to the latest achievements in the field of management. However, an attempt to fully and immediately implement all new things in this field should be linked to consumer needs and common sense. Everything is modest and modest: not to ensure the realization of management potential and meet the needs, but professional management to serve consumers. Often, the unacceptable quality due to the gap between expectations and actual experience causes consumers to decide to terminate further relationships and treat the marketing mix as a transactional combination. For the service industry, this is very undesirable. The result of meeting expectations is that satisfactory quality can improve customer satisfaction, but due to market competition, it is dangerous for the product supplier (seller/manufacturer). Because it exceeds expectations, ideal quality can protect manufacturers from competition, but it brings another danger-changing consumer expectations, enriching their experience and increasing requirements. In order to better understand the mechanism of establishing relationships with consumers, it is necessary to consider another important aspect of perception proposed [3, 4]. Consumers expect two levels: • Acceptable product quality (consumers consider this level acceptable); • Required product quality (consumers want to achieve this level). Between them-it exceeds the lower limit for consumers to stop consumption (considering that the product quality cannot meet their own needs), and if the upper limit is exceeded, he loses the idea of ​​increasing the perceived quality level above. For service providers, exceeding the upper limit is undesirable because these types of improvements require costs that consumers are unwilling to pay because they do not understand their value. The tolerance zone is a variable value, the boundary of which is unstable and may vary in a large range based on ridiculously insignificant circumstances. So, for example, a consumer's bad mood (not to mention health) can make a product unacceptable, and the same consumer in a normal state estimates that the product will exceed expectations (Figure 4.5). Therefore, we studied the mechanism by which consumers evaluate products. Now, let us continue to consider the tools that enable companies (ie us) to create products that a priori meet our consumer needs. For various reasons, the difference in tolerance area is used for this purpose, using the so-called (or concept (developed by and in the 61st))-that is, a marketing center that ensures successful interaction between the customer and the manufacturer/supplier/seller . ...There are several models that can be customized for consumers based on these models. The most common and applicable ones can be confidently recognized: • 4: Product + price + location/distribution + promotion; • 7: 4 Concept update, update, and enhanced by personnel + process + physical evidence; • 4: Xiang Yi Customer-oriented evolution 4: customer needs and needs + consumer cost (cost) + consumer availability (convenience) + communication (communication). Subsequently, most of the concepts of 4 were criticized due to excessive focus on the organization itself. We will take a look at its components to illustrate the simplest model marketers have used for decades to build a marketable product. As you can easily understand, this concept is more applicable to tangible goods than intangible services, but its benefits to the market are so great that we will give due respect and consider as much as possible. Despite the critical comments, but considering the interests of the organization, this concept has been very successful today and successfully used to quickly analyze and adjust products to consumers. The question depends on the professionalism of the person conducting this analysis. Unfortunately, its obvious simplicity (as in marketing) gives the impression that almost anyone can do it. For example, to make the simplest analogy with the dental industry, it can be lightly declared that it is also simple. But we still go to the dentist. We prefer experienced dental surgeons to be in a good clinic and recommended by friends and acquaintances... etc. However, everyone who is not lazy is engaged in marketing. From a short-sighted perspective, the higher education of marketers is essentially different from the higher education of doctors, financiers or engineers. Sometimes people will only be surprised at the weird thinking! .. But we are used to this. Therefore, it is 4 (Table 4.4). Table 4. Restrictions on the internal operations of the organization and its limitations in creating a service marketing mix have led to the expansion of the model and adjustments to services. 7 The model includes three components that are very important for intangible services. In the Russian literature on service marketing, insufficient attention has beenpaid to the other three. However, according to the author, this marketing model reflects the function of the service well and can be used as the basis for developing an extended marketing mix, including the following main components. Without going deep into the theory, we will consider the application of 7 concepts in an example of providing general services and comment on the applicability of the results obtained (Figure 4.6). Unfortunately, this part of the marketing mix inherits all the negative characteristics of the previous model (4). However, this reflects the reality of Russian reality, as even market-oriented companies continue to guide the creation and/or adaptation of products based on their own experience or the opinions of concerned experts. By using the 7 and 4 models together, this problem can be minimized. This variable is controlled by adjusting the product according to the needs, requirements and expectations of consumers. Hope to find a balance between the two.

This variable of the marketing mix refers to the range of locations where services can be obtained: how easy it is to obtain services through public or private transportation, or the possibility of obtaining services directly in the place of residence (residence, work). Managing this variable means building the system we discussed in Chapter 1, which allows the web company to reach its target market segment as efficiently as possible by correctly locating branches and providing them with the necessary improvements (parking, signage). Promotion-includes a whole set of activities for promotional services, including advertising, public relations, personal sales, events of the nature, etc. It should be borne in mind that if the product itself exists, then there is no service without the subject. It presents. Therefore, in order to attract consumers, it is sometimes more important not to indicate the service itself, but to indicate the experts (especially well-known experts) who work in a given company (very important in the fields of design, medicine, entertainment, etc.). Demand management through promotion will be discussed in detail in subsequent chapters. Price-The price level of the service from the perspective of the target audience. Pricing management is an extremely difficult task. Unfortunately, although work is being done in this direction in some places, pricing management has not yet been systematically implemented in any Russian service company (even in Moscow and St. Petersburg). People-service delivery requires direct contact between company personnel and consumers. Therefore, when visiting any representative office of the service company, the customer's satisfaction with the services provided by the company, their satisfaction with the services provided, and their desire to return to the company again, will be affected by the politeness, qualifications and willingness of the company's employees ( From security guards to professional commissioners) They need help. The first task of the company's management is to carefully select and train all personnel (preferably coach training), and to motivate people to work correctly according to the company's standards and make every effort to satisfy consumers. This is particularly important because, often, management cannot track how each employee follows the company's communication standards with consumers. In this case, human resource management has become a company's strategic task. Its role is to create a customer-centric organizational culture. In this activity, the organization of work, the system for identifying and rewarding achievements, and handling customer complaints play a vital role. This term is used in service marketing to refer to customer group management activities. Therefore, since 2 services (medical, fitness, hairdressing, etc.) are provided in clinics, salons or auditoriums in most cases, other customers will have a serious impact on consumer satisfaction. The chaotic process of visitors, queues and rude customers (some people) contrasts with the image of an elite service company. Therefore, managers must pay special attention to the customers around them, and take care of the homogeneity of customers in terms of social status, age group, typical behavior, and service expectations. On the other hand, the housekeeping service provided in the residence is a more subtle issue for consumers, because company representatives are forced to invade the holy sacred object-the home of consumers to perform their duties. Therefore, in this case, all consumer reactions will intensify, because when analyzing consumer behavior, no matter how to treat a person in a civilized manner, one must never forget that a person will no longer be an animal. For this reason, the protection of housing Instinct is one of them. Marketers shaping community-based services should consider that the dirty shoes of company representatives or the ease of placing customers on the cat’s favorite chair without the permission of the hostess can severely affect customer satisfaction. .. .. There are many examples of this. In the second field, although services are very common here, they have been forgotten to some extent, but the issue of personality is more important. There are many examples of damage to relationships between companies due to the departure of individual managers. The scale of disasters (especially large companies and complex services) associated with the transfer of cases from one expert to another is often difficult to overestimate! However, usually, the understanding of this issue is not in the leaders' primary interests. Moreover, this problem is not considered a problem either! The author has had to repeatedly evaluate the losses associated with such problems. Believe me, their sum is very important, which enables managers to understand the importance of working with people in the service area. Unfortunately, there will not be any general enlightenment in the near future. So let us move on! This element of the physical evidence expansion marketing mix is ​​related to services. The physical environment and other visual images that the consumer perceives have a great influence on his impression of the service quality received and his evaluation of the service level. In fact, business hours, room design, seating comfort, background music, appearance, clothing, and even personnel composition all affect the perceived service quality. Supporting information materials (manuals, magazines, etc.) about the company and its services are tangible evidence of the company’s professionalism. Commercial service companies should carefully design these materials because they can greatly influence purchasing decisions. Service delivery process Because consumers participate in the process of providing services, the execution of this process plays a more important role in the service field than in material production. For example, people who want to heal teeth need not only pain relief, but also doctor’s care and care, no pain during the treatment, the quality of the materials and equipment used, the aesthetic effect, the quality of the treatment performed, and the guarantee (guarantee in failure Under the circumstances, it can be treated again for free to ensure that its health will not be harmed). Therefore, when formulating the standards for the treatment process (the time allocated to a consumer, the standard for sterilization of devices, the use of disposable devices, certain drugs, modern filling materials, etc.-important aspects for professional experts), there are It is necessary to pay attention to how consumers perceive this process. Consumers’ understanding of the process leads us to consider the 4 model as the most consumer-oriented model. Consumer needs and needs (customer needs and needs)-all elements of a product or service. Products are designed in such a way that the final product can meet the needs of consumers without creating gaps in expectations and within tolerances. Consumer cost (cost)-Generally, consumer cost has two predictions: direct cost (financial or material cost) and indirect cost (travel time, psychological cost, etc.). The importance of the various components of direct and indirect costs varies greatly among customers. Accessibility to consumers (convenience)-the distribution of the product and the factors that bring it to consumers include quality, ease of purchase, availability, reliability, the need to establish a relationship with the supplier/seller/manufacturer, etc. Communication-In the 4 concepts, communication and feedback between suppliers and consumers are very important. Communication is not limited to promotion, it has a broader scope. Therefore, regarding services, the following Loudon algorithms used to form a marketing mix will be the most correct: 1) Determine the components (and detailed descriptions) of the 4 model. Generally, this is a two-stage process that includes studying the consumer environment and adjusting the data obtained based on feedback. The need for adjustment is determined by actual experience and the psychological characteristics of consumers. This should not be forgotten; 2) Create 7 complexes, providing the possibility of 4 existence. In other words, the condition of the question is expressed as follows: When answering the question, the success of the service is hidden! Unfortunately, the simplicity of the question expression does not determine the simplicity of the answer. Next, we will try to provide you with ways to create your customers. In the author's research on various service markets, the following general trends are observed. 1. A series of factors that are evaluated as important by consumers are very different among respondents at different stages of transaction purchasing services. Therefore, the elements of a service company are extremely important selection criteria at the stage of collecting information and making decisions. According to this standard, companies with more favorable or better conditions can be rejected. But for consumers who have made a choice and started using the service, this factor has undoubtedly lost its meaning. Even if there are major changes in working hours, it will not force him to find a new service provider. 2. In the process of consumption, a series of factors have changed: from the factors inherent in the company to the factors inherent in the specific experts (people) involved in the provision of services. Everything else is downgraded to the background again. There are also some interesting examples where consumption is triggered by external factors (for example, sympathy for female administrators). 3. During the consumption process, training was conducted to improve consumers' awareness of specific service areas. Specifically, most consumers feel good in the role of an expert and provide advice to their friends and acquaintances. Even if the process of conducting this training in the service company is a by-product (and hopefully not letting this process proceed normally!), important factors will be re-evaluated by pseudo-experts. Moreover, the factors formed in the learning process are very important to consumers, because he sincerely believes that he is the author, and therefore treats them with greater tenderness. All these trends point to the need for simple techniques based on dividing services into forward services and services. Forward service (not the service itself, but its broadcasting method, its propagation method) is for potential consumers and is the subject of promotion, while the service itself (also in the propagation method) may not have or may have the following characteristics: A set of factors included in the forwarding service. The most important thing is that potential and actual consumers will get what they are satisfied with! After concluding the consideration of the main conceptual model, I would like to point out that no matter which model you choose, you must consider each component of the marketing mix: • In a certain exchange process; • Based on a comprehensive understanding of consumers -Representatives of target (strategic) market segments; • Consider the organization's capabilities, capabilities, capabilities and current resources.

The students who asked me how to get to the publisher, I in turn asked if they had already written a book. In rare cases, the answer is yes.

When the network changes, it gives you confidence in the performance of the connection.

Commercial service companies provide paid services to consumers as products.

The information in this section is intended to describe the types of goods or services that will be offered on the market. This section should provide a complete description from to the product. In terms of time, all other forms of commercial communication precede the seller’s direct verbal appeal to the potential buyer.

The rich experience of developed countries in the use of marketing makes it possible to systematize, summarize its regulations, and derive certain models, which form the basis of this concept.
A talented Russian intellectual is known for his rapid learning. Therefore, much of the knowledge that originated in the West has taken root in our soil.
This method is particularly attractive when the company's resources are limited. Here, they chose a narrow niche market, and then they tried to expand geographically. In the market, any product can compete with others. One of the main factors determining income is the demand for the services provided. Product Mix