QUALITY MARKETING AS AN INDICATOR OF THE EFFECTIVENESS OF SMALL BUSINESS IN THE SERVICE SECTOR

Abstract

Inattention of managers to the issue of implementing modern marketing concepts (opportunities, goals, objectives, methods, tools, etc.) as an integral part of effective development of small businesses in the prevailing conditions of transformation of socio-economic development of the regions of modern Russia becomes the cause of crisis phenomena in the activities of business entities. The services sector has proved to be the most vulnerable and unable to resist the impact of negative factors of the current market environment. The article defines the specificity of services marketing, including at the stage of consumer and behavioral needs of market subjects; investigates development trends of practical marketing in the service sector in 2020 - 2022. The results of the survey of small business representatives in the sphere of services (on the example of Rostov-on-Don) are presented for the purpose of more complete description of their attitude to the concept of marketing and its functions. Its results were taken into account in the development of the algorithm of marketing development in the sphere of services, corresponding to the standards of small businesses and capable of adaptation in the correlation of marketing decisions, planning and organization of marketing, creation of communication complex and evaluation of the feasibility of all stages of interaction of the enterprise with the interested parties. The algorithm was successfully tested in the context of situational task in the practical training of fourth year students in the field of "Marketing in trade" at the Rostov State Economic University (RINH), demonstrating its applicability as a tool to develop a quality marketing concept of small business services in accordance with current market conditions.

Keywords: small business, marketing, improving marketing activities, services, business efficiency

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About the Author

Ekaterina V. Pisareva – Dr. Sci. (Economics), Professor; Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: ekaterina838@yandex.ru. SPIN РИНЦ 9852-4620. ORCID 0000-0002-2533-1303

For citation: Pisareva E.V. Quality Marketing as an Indicator of the Effectiveness of Small Business in the Service Sector // BENEFICIUM. 2023. Vol. 2(47). Pp. 57-61. (In Russ.). DOI: 10.34680/BENEFICIUM.2023.2(47).57-61