Define the term "service.

Services as an economic activity have existed for a long time. However, even today it is difficult to give a precise definition of the concept of "service". A lively debate about this arose in the late 1960s and early 1970s. It was then that the service sector of developed countries began to bring in GDP relatively as much as the industrial and agricultural sectors of the economy combined. K. Grenroos believes that in the 1990s economists reluctantly settled on one of the definitions of the category in question, although H. Voracek I am sure that all attempts to define a service have failed.

K. MARKS defined the category of service as follows: “This expression generally means nothing more than that special use value that this labor delivers, like any other labor, but the special use value of this labor received here the specific name “service”, because labor renders services not as a thing, but as an activity…”. Further, K. Marx distinguishes two types of services, the first of which is services embodied in goods. Other services, in his opinion, on the contrary, do not leave tangible results that exist separately from the performers of these services; that is, their result is not marketable.

F. KOTLER considers a service to be "any event or benefit that one party can offer to another and which is basically intangible and does not lead to taking possession of anything." The production of services may or may not be related to the product in its material form.

R. MALERY's definition is interesting: “Services are intangible assets produced for marketing purposes”. A service is a process, a series of actions. These activities can be a tool for producing value, they can create value, but they are not value in themselves. If certain actions are useful only for the one who performs them (for example, exercises in the morning), then they can hardly be considered a service.

According to K. GRENROOS, a service is a process that includes a series (or several) of intangible actions that, if necessary, occur during the interaction between buyers and service personnel, physical resources, systems of an enterprise - a service provider. This process is aimed at solving the problems of the buyer of the service.

The Grönroos definition describes a service quite accurately, but some services (beauty, hairdressing, etc.) can be tangible.

In recent years, the definition of services given by the American specialist T. HILL has become widespread. He considers that a service is a change in the state of a person or a good belonging to an economic unit that occurs as a result of the activities of another economic unit with the prior consent of the first. Such a definition allows us to consider services as a specific result of economically useful activity, manifested either in the form of a product or directly in the form of activity. Economic activity makes a service a commodity.

Services often include all types of useful activities that do not create material values, that is, the main criterion for classifying an activity as a service sector is the intangible, invisible nature of the product produced in this area. In practice, the service sector is considered as a combination of many types of activities and is actually reduced to their enumeration. This is due to the variety of types of services, as well as the fact that the service can be accompanied by a product (report, computer program etc.).

Often, researchers in the service sector compare their properties with the properties of a tangible product. At the same time, scientists come to the same opinion more often than when trying to define the category “service”, however, even here disagreements and all kinds of assumptions arise. Among the specific properties of services are the fact that they are an action or process, they are intangible, they cannot be stored, their quality is more variable compared to a tangible good, and also that the production and consumption of a service occur simultaneously. For example, this is how the properties of a service are described in the book Standardization and Certification in the Service Sector:

services represent a combination of the process of providing a service and consuming the result of a service;

services, depending on the object and result, are divided into tangible and intangible;

in many cases, the subject (service provider) is individual entrepreneur or small business;

in many cases, the consumer (person) is the object of the service and (or) is directly involved in the process of its provision;

provision and consumption of services can be simultaneous;

as a rule, the service has an individual nature of provision and consumption;

in the service sector, the share of manual labor is high, the quality of which depends on the skill of the staff;

the provider of the service, as a rule, is not the owner of the result of the service;

services are local, non-transportable, may have a regional character;

services may not be persistent.

Based on the above properties, it can be argued that services have four characteristics:

1. Intangibility - services cannot be displayed, tasted, transported, packaged or examined before they are received.

2. Inseparability of production and consumption of services - the specificity of a service lies in the fact that, unlike a product, it cannot be produced for future use. You can provide a service when an order or a client appears. From this point of view, the production and consumption of services are closely interrelated and cannot be separated. With the inseparability of the relationship between the production and consumption of services, the degree of contact between the seller and the buyer may be different. But many types of services are inseparable from those who provide them (the attending physician - examining the patient, the cashier - selling tickets).

Research shows that selling services requires more personal attention, contact, and information from consumers than selling goods. In most cases, the quality of services can only be expressed descriptively and can be assessed after they have been purchased.

3. Variability - the quality of the service also depends on who provides it, where and how it is provided.

4. Inability of services to storage, immediacy. If the demand for a service becomes greater than the supply, then this cannot be corrected. Fluctuating demand for a service is inherent in almost all types of services. As a rule, demand varies depending on the time of year, days of the week, etc.

Figure 1.1. Groups of services according to the reproduction principle

With all the variety of services, they can be combined into several groups. (Fig. 1.1). The principle by which services are divided into groups can be called reproductive: each stage of the reproduction process (production, distribution, consumption) corresponds to a set of services.

In addition, there are professional (banking, insurance, financial, advertising, consulting, etc.) and public (television, radio, education, culture, etc.) services.

Currently, there is a trend in the world to diversify the service sector. Thus, banking, exchange and intermediary services merge into a single complex of financial services.

Some researchers (for example, N.V. Vodomerov) believe that it is necessary to classify market services, first of all, in terms of the process in which they are provided:

a) in the production of things (production services);

b) in the consumption of things, that is, in using them directly to meet the needs of people (consumer services);

c) in operations related to net distribution costs. Services classified as net distribution costs are bookkeeping, advertising, financial services, security services (most of them are transaction costs).

In the first case, they increase the value of commodities; in the second and third, they represent the consumption of value. In some cases, the sectoral principle is not entirely suitable for classifying services. For example, transport services can also be the moment of production of goods ( freight transportation), and the moment of personal consumption (passenger traffic).

New types of services are constantly appearing in society:

- new types of business (professional) services - real estate trading, placement of temporarily free funds, information, marketing and advertising services, preparation of balance sheets and reports;

– services for the upbringing and education of children – services of a governess, private kindergartens and schools;

- services for the care of animals - their treatment, feeding, walking and temporary maintenance;

- other various types of services, the need for which appears in society.

Summarizing the above, we highlight the reasons for the lack of unity in the definition of the category "service" and its properties:

1. One of the main reasons is that the activities that can be called services are many and varied, as are the objects to which these activities are directed. Often the purchase of goods is accompanied by related services, and almost every purchase of services is accompanied by related products.

2. Official statistics combine these activities into one class of services. Researchers are looking for common ground in the phenomena recorded by official statistics.

3. The service researcher is dealing with a flexible object, the boundaries of which change depending on the desires of the provider and/or consumer of the service. A material good can easily become a service. “A machine, any physical product can be turned into a service if the seller makes an attempt to make a special solution based on the needs of this client,” K. Grenroos rightly argues. J. Bateson also emphasized that the boundary between goods and services depends on the attitude of goods suppliers and consumers to this. One and the same object containing a set of physical items and a number of actions of the service personnel of the contractor can be considered by the consumer as both a tangible product and a service.

Services- this is different kinds activities in the non-productive sphere, aimed at meeting the needs of people and not creating material wealth. The non-manufacturing service sector includes two groups of industries that produce services: a) industries whose services satisfy the collective needs of society (management, science and scientific services, lending and state insurance, geology and exploration of subsoil, etc.), and b) industries whose services meet the social needs of the population (housing and communal services, health care, etc.). The second group of industries that produce social services forms the social service sector.

There are various classifications of service industries. According to the All-Russian classifier of types of activities, products and services (1994), the sectoral structure of the service sector included:

wholesale and retail, repair of automobiles, household appliances;

Hotel and restaurant business;

Transport, warehousing, communications;

Financial intermediation - insurance, pension provision;

Public administration and social services;

healthcare;

Activities for the provision of communal and personal services;

Activities for the dissemination of information, culture, art, sports, recreation and entertainment;

Private household activities with hired services.

Since January 1, 2003, the All-Russian Classifier of Economic Activities (OKVED) has been operating in the country, built in accordance with the Statistical Classification of Economic Activities in the European Economic Community.

A more detailed idea of ​​the structure of the social services sector is given by the classification of industries carried out by Russian statistics:

1. Education - preschool, general educational institutions, institutions of primary, secondary and higher professional education, additional education.

2. Culture - libraries, club-type cultural institutions, museums, art galleries and exhibition halls, theaters, concert organizations, parks of culture and recreation, circuses, zoos, film installations; monuments of history and culture.

3. Healthcare - a network of health care institutions.

4. Social security - stationary institutions intended for permanent and temporary residence of the elderly and disabled who need constant social and medical services and care.

5. Housing and communal services - housing stock.

6. Physical culture and sports - a network of sports facilities.

As classification features of types of economic activity, features are used that characterize the field of activity, the process (technology) of production, etc.

The theory and practice of the economy of the service sector today exist separately from each other. First of all, this will be noticed by those who try to highlight the common features in those types of activities that, in accordance with various classifications, are classified as services. For example, services are considered to be the management of the customer's financial assets, sewing an individual model of a dress, connecting washing machine and training. The objects and results in these cases differ significantly, but nevertheless they can rightfully be called services. K. Grenroos describes the process of the appearance of official statistics as follows: “What was not included in the industrial or agricultural sectors was called services.” Until today, the calculation of the contribution of the service sector to the national economy continues in a similar way, which K. Grenroos rightly calls outdated.

AT table 1.1 the most common foreign and domestic classifications of services are given. The main conclusion that can be drawn from this table is that the services are numerous and varied. The All-Russian Classification of Services to the Population (OKUN) contains 13 higher classification groups of services, and only one of them - "household services" - includes about 800 items. This is the repair of equipment, housing, tailoring, knitting, buying, dry cleaning, furniture manufacturing, photography,

Table 1.1

Service classification

bath services, ritual services, etc. In total, the classifier contains about 1,500 items, and it should be borne in mind that it does not include a number of new services to the population, such as audit, trust, hedging, and others.

The activities that today, according to statistics, belong to the class of services are quite diverse. They are aimed at different objects, have different target audiences, sensitivity to promotion, price elasticity of demand, differ in the degree of tangibility, the possibility of transportation and storage. The performance of some services depends to a greater extent on the use of technological developments and inventions, others on the talent and skill of the person who provides the service, etc. Existing classifications fix services as they appear, but do not imply the possibility of separating them by type.

Service- the result of at least one action, necessarily carried out in the interaction between the supplier and the consumer, and, as a rule, is intangible. The process of rendering and the quality of services in Russia is regulated by the Law on the Protection of Consumer Rights Russian Federation» .

In the Russian Federation, the concept of a service was defined in article 2 of the federal law “On state regulation foreign trade activities" dated 10/13/1995 N 157-FZ:

service for taxation purposes, an activity is recognized, the results of which do not have a material expression, are realized and consumed in the process of carrying out this activity.

The service is characterized by intangibility, perishability, variability of quality and inseparability from the source. The service can be seen as:

• Service- actions aimed directly at the consumer.
• Service- an action or activity performed by one person (natural or legal) in the interests of another person.
• Service- benefits provided in the form of activity.
• Service(in economic theory) - a type of good that can be produced, transferred and consumed at the same time.
• Service- short-term use of material wealth without the right to untimely possession of it (rent).
• Service- changing the properties of objects without changing their belonging to a person, carried out by the supplier to the consumer.
• Service- an activity carried out by someone instead of the consumer.
• Service- activities 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.

The service includes joint with the client:

• designing the product and the process of its creation (order approval),
• creation (production) of a product (order fulfillment) and
• evaluation (acceptance) of the product.

Services

The provision (rendering) of a service may include, for example, the following:

• activities carried out on consumer-supplied tangible products (for example, repairing a faulty car);
• activities carried out on consumer-supplied intangible products (for example, filing an income statement necessary to determine the amount of tax);
• provision of intangible products (for example, information in the sense of knowledge transfer);
• creation favorable conditions for consumers (for example, in hotels and restaurants).

Services provided to the population are divided into material and socio-cultural services according to their purpose:

• material service- a service to meet the material and domestic needs of the consumer of services. It ensures the restoration (change, preservation) of the consumer properties of products or the manufacture of new products on the orders of citizens, as well as the movement of goods and people, the creation of conditions for consumption. In particular, material services can include household services related to the repair and manufacture of products, housing and communal services, catering services, transport services, etc.
• Socio-cultural service(non-material service) - a service to meet the spiritual, intellectual needs and maintain the normal life of the consumer. Provides maintenance and restoration of health, spiritual and physical development of the individual, improvement of professional skills. Socio-cultural services may include medical services, cultural services, tourism, education, etc.

Services can be: private or commercial, voluntary or forced, paid or free, instant or long, mutual and anonymous, state etc.
A general category that includes all types of commercial and non-commercial services and is part of the economy is the service sector.

In the Russian Federation, the provision of services is regulated by the Civil Code, the federal law "On the Protection of Consumer Rights", etc.

Service examples

• Legal services. The services of a lawyer and a lawyer are in many cases vital, therefore, the choice of contractors for their provision should be done with particular seriousness and responsibility. The main directions of the services of a lawyer and a lawyer:
  • Comprehensive legal services for organizations of various forms of ownership;
  • Arbitration - representing the interests of organizations in arbitration courts;
  • Representation of interests of companies in courts of various instances;
  • Professional legal support of transactions and contracts of organizations;
  • Services legal entities related to the bankruptcy of enterprises;
  • Services of professional lawyers for the return and collection of debts;
  • Representing the interests of organizations in the event of tax disputes;
  • Processes related to registration of inheritance;
  • Services of a professional lawyer in case of traffic accidents (Legal assistance in road accidents);
  • Services of a lawyer and a lawyer in the event of housing disputes;
  • Services of a family lawyer;
  • Provision of legal and criminal defense services;
  • Ensuring consumer protection.
• Accounting services necessary for both newly opened firms and existing structures that need to establish an accounting service or control the work of a full-time accountant. Accounting services are also relevant in the case of business expansion, as new employees appear in the company, salaries are revised and associated costs arise. Professional accounting services are the foundation of a successful commercial activity, ensuring the prosperity of the business due to the precise control of all the company's financial assets.
• Psychological support services.
• Educational services.
• -services(IT services, IT services; including IT consulting) - services related to assisting in the development of computer literacy of users, teaching them new software products. The list of services also includes services for installing, updating and maintaining software products and computer equipment.
• Information Services.

and etc.

Service

Service

noun, and., use comp. often

Morphology: (no) what? services, what? service, (see) what? service, how? service, about what? about the service; pl. what? services, (no) what? services, what? services, (see) what? services, how? services, about what? about services

1. service called the action of a person that creates favorable conditions for the actions of another person.

Friendly service. | Ask someone for a favor. | Remember the service rendered by someone.

2. When someone renders to anyone service, he helps someone to do something, to achieve the result he needs.

Once I did a favor for a neighbor by getting his daughter a job, and now he has helped me with car repairs.

3. Services called the work that someone does to satisfy someone's needs, needs.

Legal services. | Medical, educational services. | Intermediary services. | Publishing, printing services. | Home delivery services. | Car repair services. | Offer your services to someone. | Refuse someone's services.

4. household services nАבːҐБΑ system of household or other amenities that are provided to any group of people, society to create comfortable living conditions, activities, etc.

Utilities. | Pay for the services provided. | Service tariffs. | The procedure and conditions for the provision of local telephone network services.

5. Phrase at your service used as an etiquette expression of someone's polite readiness to be useful to someone.

complaisant adj.

Dictionary Russian language Dmitrieva. D.V. Dmitriev. 2003 .

See what a "service" is in other dictionaries:

The service is the result of at least one action, necessarily carried out in the interaction between the supplier and the consumer, and, as a rule, is intangible. In the Russian Federation, the concept of a service is defined in article 2 of the federal law ... ... Wikipedia

Service, favor, help, pleasing. Offer your services. Disservice. One good turn deserves another; hand washes hand. .. Wed… Synonym dictionary

SERVICE, services, wives. 1. An action that brings help, benefit to another. "Service in friendship is a sacred thing." Krylov. “Six servants, blink an eye, so they rush to the service with all their might.” Leikin. Do someone a favor. Thank you for your…… Explanatory Dictionary of Ushakov

service- The result of direct interaction between the contractor and the consumer, as well as the contractor's own activities to meet the needs of the consumer. Note According to the functional purpose, services provided to the population are divided ... ... Technical Translator's Handbook

SERVICE, and, wives. 1. An action that is beneficial, helping another. Provide service. Offer your services. Friendly at. Bear at. (embarrassing help, service that causes only harm). 2. pl. Household amenities provided to n. Bureau of good ... ... Explanatory dictionary of Ozhegov

Any paid benefit that is not separable from its source... Glossary of Crisis Management Terms

- (service) Economic good (good), acting in the form of labor, consultation, art of management - in contrast to material goods (commodity). Commercial services (services to trade) include banking, insurance, transport ... ... Glossary of business terms

- (service) From an economic point of view, a commodity or good (good) in the form of labor, consultation, the art of management, etc., in contrast to a material commodity (commodity). Commercial services (services to trade) include banking, insurance, ... ... Financial vocabulary

Service- ■ This is what is called to provide services: to give children beaters; beat animals; punish villains... Lexicon of Common Truths

Service- characterized by intangibility, perishability, inconstancy of quality and inseparability from the source. Services are actions aimed directly at the consumer. Services are activities that do not create a new ... ... Accounting Encyclopedia

Service- (for taxation purposes) activities, the results of which have no material expression, are realized and consumed in the course of the implementation of this activity ... Encyclopedic dictionary-reference book of the head of the enterprise

Service

Service-

service activities
- form of service.

The concepts of need, consumer, client.

need, need - internal state psychological or functional feeling of insufficiency of something, manifests itself depending on situational factors

Consumer- a citizen who intends to order or purchase, or ordering, acquiring or using goods (works, services) solely for personal, family, household and other needs not related to entrepreneurial activities (preamble to the Law of the Russian Federation "On Protection of Consumer Rights") .

Client - customer, buyer, purchaser of services

Service as an activity.

Service is a special kind of human activity that is aimed at meeting the needs of the client by providing services demanded by individuals or organizations.

It is customary to refer to the service sector, or service activities, a number of large sectors of the economy: trade, finance, transport, healthcare, entertainment and sports, as well as science, education and management (although activities in the last three areas are not limited to the provision of services) .

Service as a need.

Any service activity is aimed at meeting the needs of the client. Therefore, the study of needs is necessary to understand the mechanisms of the service sector.

What is a need? In everyday life, “need”, “need”, the desire to acquire what is missing is considered a need. However, a deeper analysis shows that the need has a complex structure. It has two main components - objective and subjective.

The objective in needs is the real dependence of a person on the external natural and social environment and on the properties of his own organism, without which life is impossible, as well as some more complex social needs.

The subjective in needs is what is introduced by the subject, determined by him, dependent on him. The subjective component of a need is a person's awareness of his objective needs.

Service as a service. Service classification.

Service is the provision of services. In the modern economy, a service is usually opposed to a product.

Product- a thing, an object produced for sale.

Service is any activity or benefit that one party can offer to another that is largely intangible and does not result in ownership of anything.

A service can be defined as a product of labor, the useful effect of which appears not in the form of a thing, but in the form of an activity directed at a thing or a person.

Five can be identified common types services:

Main characteristics of services.

1) Intangibility of Services: Services cannot be touched, handled, heard, seen or tasted until they are purchased.

2) Inseparability, continuity of production and consumption of services: Services are provided and consumed simultaneously, i.e. can only be provided upon receipt of an order.

3) Variability of quality, variability: The quality of services can vary significantly, depending on when, by whom and under

under what conditions they were granted.

4) Fragility, inability of services to store: Services

cannot be saved for further sale or use.

5) Lack of ownership: The consumer of the service, as a rule, uses it for a limited amount of time.

6) Substitutability of services by goods having a material form: The ability of goods to replace those services that satisfy the same or similar needs.

The difference between the service process and material production.

Distinctive characteristics of tangible goods and services

Classification of needs according to A. Maslow

The pyramid of needs is a hierarchical system of human needs, compiled by the American psychologist A. Maslow.

Hierarchy of human needs diagram by Abraham Maslow.

Steps (bottom to top):

1. Physiological

2. Security

3. Love/Belonging to something

4. Respect

5. Cognition

6. Aesthetic

7. Self-actualization

Maslow himself identifies 5 levels of needs, namely:

Physiological: hunger, thirst, need for clothing, housing, etc.

Existential: security of existence, comfort, constancy of living conditions.

Social: social connections, communication, affection, concern for others and attention to oneself, joint activities.

Prestigious: self-respect, respect from others, recognition, achievement of success and appreciation, promotion.

Spiritual: knowledge, self-actualization, self-expression.

Characteristics of service types.

1) production - engineering, leasing, maintenance and repair of equipment;

2) distribution - trade, transport, communications;

3) professional - banking, insurance, financial, consulting, advertising;

4) consumer - the so-called mass services related to the household and pastime;

5) public - television, radio, education, culture.

relative quality.

The concept of "quality of service", which allows you to comprehensively assess the activities of hospitality enterprises, is adjoined by the concept of "relative quality", which is the starting point in the development overall strategy consumer-oriented quality. The growing publicity of the market allows the company to directly compare its service package with the offers of competitors - hence the concept of "relative quality", which has the following characteristics:

Ability to compare with the services of the strongest competitors;

Possibility of consideration from the point of view of the consumer;

Independence from the price structure at the enterprise;

The ability to cover not only material, but also intangible services, including the behavior of staff.

Identification of relative quality strengthens the reliability of the enterprise, helps to win and maintain market positions. The technique for identifying relative quality includes two stages.

Service quality assessments.

The criteria by which consumers judge services:

1. Reliability - trouble-free performance of the service. In addition, the reliability of the service means that it will be provided exactly on time and that the company providing it always delivers on its promises.

2. Reactivity means the desire and willingness of the staff to serve the client and implies the timeliness of the provision of service.

3. Competence - the possession of knowledge and skills necessary to provide a service.

4. Availability - the absence of obstacles to establishing contacts.

5. Courtesy implies courtesy, respect for the client and friendliness of the company's contact staff.

6. Communication - providing the client with the necessary information in a language that he understands, and the ability to listen and understand his wishes.

7. Trust implies the openness and honesty of the company, its readiness to "permeate" the problems of each client.

8. Security means the absence of threat, risk or doubt.

9. Understanding / knowing the client - the desire to understand the needs of the client.

10. Tangibility includes factors that confirm the reality of the service provided. This is the physical environment in which services are provided.

The structure of communication.

The structure of communication can be approached in different ways, in this case the structure will be characterized by highlighting three interrelated aspects in communication: communicative, interactive and perceptual. The communicative side of communication (or communication in the narrow sense of the word) consists in the exchange of information between communicating individuals. The interactive side consists in the organization of interaction between communicating individuals (exchange of actions). The perceptual side of communication means the process of perception and knowledge of each other by partners in communication and the establishment of mutual understanding on this basis.

local character.

Experiencing the influence of territorial conditions, the service market acquires a clear spatial outline, within which social and economic characteristics that are different from others, but similar to each other, are formed. It is localized within the framework of territorial formations, although the scale of these formations may be different,

Service culture.

Service culture is a system of reference labor standards, high spiritual values ​​and ethics of behavior of service workers, the principles of which are consistent with both the national traditions of the country and the modern requirements of world standards, testifying to high-quality customer service.

Service culture levels:

the entire national service sector of the country,

either to one industry

enterprise, company.

service culture.

1. Requirements for professional training, the level of qualification of workers in the service sector.

professional training;

High level of professionalism (discipline, responsibility, possession of professional skills, mastery, broad knowledge);

Organizational and technological improvement of labor.

Professionalism in work forms a positive image of the company in the minds of clients, which is accompanied by its growing income, good reputation in the professional environment.

2. Requirements for the psychological environment in the organization of the service sector and for the personal qualities of each of its employees.

Cultivate the constructive individual psychological qualities of workers who are in contact with customers, i.e. it is important to carefully select workers who work within the contact zone, in contact with consumers;

To direct a holistic service environment into a positive psychological channel;

Create conditions for the manifestation of positive psychological properties of consumers.

It is important for an employee of the contact zone to have the ability to get in touch with the consumer, the ability to unobtrusively find out his requests and offer the right product or service. The employee himself must remain friendly and restrained during the entire period of contact with the client

Basic consumer rights

BASIC CONSUMER RIGHTS: for quality; for safety; for information; for damages; for legal protection.

1. One of the most important consumer rights proclaimed by the Law "On Protection of Consumer Rights" is the RIGHT TO RECEIVE GOODS, WORK RESULTS AND SERVICES OF GOOD QUALITY, which means products that comply either with the terms of the contract or with the usual requirements and suitable for the purposes for which a product (work, service) of this kind is usually used.

2. The right to safety means that the consumer has the right to ensure that the goods (work, service) are safe for life, health, property and environment. The requirements that must ensure this are mandatory and are established by law.

3. The right to information means that the consumer must be provided in a timely manner with the necessary and reliable information about what is being sold, who is selling and by whom it is made, how and when it can be purchased. The specified information must be brought to the attention of the consumer in Russian in a clear and accessible form.

4. The right to compensation for damage means that the seller (manufacturer, performer) is liable for violation of consumer rights as provided for by law or contract (Article 13 of the Law of the Russian Federation "On Protection of Consumer Rights"). If the contract provides for liability to a greater extent or a penalty in larger size than provided by law, the terms of the contract shall apply.

5. The Law "On Protection of Consumer Rights" (Article 17) enshrines the right to judicial protection of consumer rights. Protection of consumer rights is carried out by the court. Claims for the protection of consumer rights may be brought at the choice of the plaintiff in the court at the place of:

Location of the organization, and if the defendant is an individual entrepreneur, - his residence;

residence or sojourn of the plaintiff;

conclusion or performance of a contract;

If a claim against an organization arises from the activities of its branch or representative office, it may be filed in court.

Consumers in claims related to the violation of their rights are exempt from paying the state fee in accordance with the legislation of the Russian Federation on taxes and fees.

Sales promotion.

To stimulate means to set in motion. Sales promotion is a set of techniques used throughout the entire life cycle of a product in relation to three market participants (consumer, wholesaler, seller), for a short-term increase in sales, as well as to increase the number of new buyers. Marketing specialists define the concept of sales promotion as an activity carried out in order to form certain categories of buyers psychological readiness agree to the seller's offer due to specific information about the seller or its products and, ultimately, increase the company's revenue.

The first sales promotion operations are of the hard type (hard-selling); a significant reduction in prices, the sale of additional quantities of goods at constant prices - all this is effective if we are talking about a short period of time, but it is expensive for the manufacturer. At present, these operations are of a softer nature (soft-selling); games, buyer contests, etc. They are more effective in terms of product image. The greatest effect is the joint use of advertising and sales promotion methods. The list of sales promotion methods is quite long: coupons, free trials, free samples, cash bonuses for "package sales", lotteries, contests, price refunds, bonuses (gifts), discount sales.

Advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at drawing attention to the object of advertising, generating or maintaining interest in it and promoting it on the market.

PR - technologies of creation and implementation in socio-economic and political systems competition of the image of an object (idea, product, service, person, organization - firm, brand) in the value range of a social group, in order to consolidate this image as ideal and necessary in life.

1. Informational (disseminate on a mass scale information about a product or service, its nature and place of sale, highlight the product of a particular company). The informing function is stratified into the functions of mass, group (for example, elite, professional or territorial), individual informing.

2. Economic. The essence of the economic function of advertising as important tool marketing comes down, first of all, to sales promotion and increasing profits from the sale of certain products for a certain unit of time. Advertising informs, creates a need for a product or service, encourages a person to purchase them. And the more people who responded to advertising, the better, in the long run, for the economy and the economic well-being of society.

3. Aesthetic (to educate the taste of consumers by advertising the best packaging designs, creating elegant trademarks and logos according to the laws of graphic art, advertising videos and radio commercials built according to the laws of proportion, symmetry, balance, rhythm, etc.). This function is aimed at shaping the taste of consumers. Some promotional products are created by talented designers, artists, directors and other people of creative professions. Thanks to this, advertising sometimes becomes a work of art. Some promotional items rival the greatest works of art in terms of creative power.

4. Enlightenment or educational is its impact as a means of learning. Customers, buyers learn about products, services and discover ways to improve their lives. Advertising (in this context) accelerates the adoption of a new and untried product, as well as the process of transferring achievements. scientific and technological progress in real life. Advertising teaches society not only new things, but also rationalization, resource conservation, safety and security; it spurs action through human motivation.

5. Social consists in its impact on society. It helps to improve the living standards of the population, popularizes the material, social, environmental and cultural opportunities of a market economy, and protects consumers from harmful goods. Advertising also contributes to the development of the media, public organizations, companies, non-profit organizations, forms the cultural, legal and economic mentality of each member of society.

Definition of concepts service, service, service activity.

Service- a series of actions that are tools for the production of value, they can create value, but they are not independent value.

Service- servicing the population in various areas of daily life (eg, hotel service, car service).

service activities call active assistance to the satisfaction of individual and collective needs of people in various spheres of everyday life through the production of material and spiritual goods, forms of communication between people, the transformation of social conditions and relations, the development of the person himself, his abilities, skills,
knowledge that takes a special form of use-value for consumption - form of service.

Service- the result of at least one action, necessarily carried out in the interaction between the supplier and the consumer, and, as a rule, is intangible. The process of rendering and the quality of services in Russia is regulated by the Law on the Protection of Consumer Rights of the Russian Federation.

In the Russian Federation, the concept of a service was defined in Article 2 of the Federal Law "On State Regulation of Foreign Trade Activities" dated 10/13/1995 N 157-FZ:

service for taxation purposes, an activity is recognized, the results of which do not have a material expression, are realized and consumed in the process of carrying out this activity.

The service is characterized by intangibility, perishability, variability of quality and inseparability from the source. The service can be seen as:

• Service- actions aimed directly at the consumer.
• Service- an action or activity performed by one person (natural or legal) in the interests of another person.
• Service- benefits provided in the form of activity.
• Service(in economic theory) - a type of good that can be produced, transferred and consumed at the same time.
• Service- short-term use of material wealth without the right to untimely possession of it (rent).
• Service- changing the properties of objects without changing their belonging to a person, carried out by the supplier to the consumer.
• Service- an activity carried out by someone instead of the consumer.
• Service- activities 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.

The service includes joint with the client:

• designing the product and the process of its creation (order approval),
• creation (production) of a product (order fulfillment) and
• evaluation (acceptance) of the product.

Services

The provision (rendering) of a service may include, for example, the following:

• activities carried out on consumer-supplied tangible products (for example, repairing a faulty car);
• activities carried out on consumer-supplied intangible products (for example, filing an income statement necessary to determine the amount of tax);
• provision of intangible products (for example, information in the sense of knowledge transfer);
• creation of favorable conditions for consumers (for example, in hotels and restaurants).

Services provided to the population are divided into material and socio-cultural services according to their purpose:

• material service- a service to meet the material and domestic needs of the consumer of services. It ensures the restoration (change, preservation) of the consumer properties of products or the manufacture of new products on the orders of citizens, as well as the movement of goods and people, the creation of conditions for consumption. In particular, material services can include household services related to the repair and manufacture of products, housing and communal services, catering services, transport services, etc.
• Socio-cultural service(non-material service) - a service to meet the spiritual, intellectual needs and maintain the normal life of the consumer. Provides maintenance and restoration of health, spiritual and physical development of the individual, improvement of professional skills. Socio-cultural services may include medical services, cultural services, tourism, education, etc.

Services can be: private or commercial, voluntary or forced, paid or free, instant or long, mutual and anonymous, state etc.
A general category that includes all types of commercial and non-commercial services and is part of the economy is the service sector.

In the Russian Federation, the provision of services is regulated by the Civil Code, the federal law "On the Protection of Consumer Rights", etc.

Service examples

• Legal services. The services of a lawyer and a lawyer are in many cases vital, therefore, the choice of contractors for their provision should be done with particular seriousness and responsibility. The main directions of the services of a lawyer and a lawyer:
  • Comprehensive legal services for organizations of various forms of ownership;
  • Arbitration - representing the interests of organizations in arbitration courts;
  • Representation of interests of companies in courts of various instances;
  • Professional legal support of transactions and contracts of organizations;
  • Services to legal entities related to the bankruptcy of enterprises;
  • Services of professional lawyers for the return and collection of debts;
  • Representing the interests of organizations in the event of tax disputes;
  • Processes related to registration of inheritance;
  • Services of a professional lawyer in case of traffic accidents (Legal assistance in road accidents);
  • Services of a lawyer and a lawyer in the event of housing disputes;
  • Services of a family lawyer;
  • Provision of legal and criminal defense services;
  • Ensuring consumer protection.
• Accounting services necessary for both newly opened firms and existing structures that need to establish an accounting service or control the work of a full-time accountant. Accounting services are also relevant in the case of business expansion, as new employees appear in the company, salaries are revised and associated costs arise. Professional accounting services are the foundation of a successful commercial activity, ensuring the prosperity of the business due to the precise control of all the company's financial assets.
• Rendering Services