Durandina O.A.

Purpose. To substantiate methodical approaches to the assessment of efficiency of marketing activity on the market of social services of municipal education. The authors identify key factors influencing directly or indirectly the efficiency of all the participants of the social services market. They form generalized total of original parameters, which includes: amount of provided social services, quality of the services, economic and social efficiency of social enterprises and organizations activity. The authors evaluate analyzed parameters in certain segment of social services market (health care, education, cultural affairs). They propose calculation methods of integral index of marketing activity efficiency on the social services market which determined as a sum of weighted indices of group criteria of the volume of social services provision (OSU), quality of social services provision (KOS), economic efficiency of social sphere enterprises (EfP) and social efficiency enterprises activity (SEf). Amount of indices number in each of integral criteria and their indices of relevance are determined according to the features of the studied segment of the social services market. As integral indices of the criterion of medical services provision (OSU) they use the amount of cured patients, bed-days or visits, volume of the provided services in terms of money, etc. Integral index of quality of the provided medical services (KOS) will characterize indirect indices (amount of secondary visits for medical assistance, amount of complaints and penalties on part of insurance companies in absolute and monetary form according to the treated patients, complaints on part of controlling power bodies, amount of received licenses, accreditations, patients’ assessment of their recovery, etc.) Results. The authors identified congregation of indices which allow determining an integral index of efficiency of marketing activity on the social services market. On their basis the authors developed methodology of assessment of marketing activity on the social services marketing. Each of the proposed criteria may be considered as integral, i.e. consisted of a complex of specific digital indicators typical for that criterion. Sphere of application. The proposed methods allow giving qualitative characteristics of efficiency of marketing activity both in a separate segment and on the social services market in general. As a whole efficiency parameters identified in separate market segments are aimed at the development and saving of population through realization of prioritized measures aimed at stabilization of demographic, economic and social situation in the region. Scientific novelty. The authors developed new methodological approaches to efficiency analysis of marketing activity on the social services market.

Goal. Study of social marketing as an integrated system of innovation management in the area of the municipality. Methods. Identified tendencies of forming and development of social services in the context of a market economy. In terms of finding the best options for the development of regional economic structures are developed innovative approaches to municipal management. Are determined by the specific features of social services in municipal features of innovative marketing as a method of social control. A theoretical basis of social marketing in the municipal sector as an integral system of management and technology work at the municipal market in order to implement the social needs of the population of the territory through the creation, supply, communication or the transfer of goods, services and money. The municipality is considered as material and institutional framework of marketing technologies at virtually all levels of Government. In accordance with the defined goals, objectives and functions of social marketing as an innovative method of social management at the level of municipalities, as well as its strategy, tactics and features of marketing mix. The results of the work. Identified a set of parameters to define the integral performance of marketing activity in the market of social services. Based on a methodology for assessing the effectiveness of marketing activity in the market of social services. A generalized measure of efficiency of marketing activity-effectiveness index (Ie), defined as the sum of the normalized values of the volume index of social services (OSU), the quality of social services (CBS), the economic efficiency of enterprises in the social sphere (ÈFP), as well as social efficiency (SEF). The scientific novelty. Scientific novelty and originality consists in the study of technologies of social marketing in municipal management as an innovative method of enhancing the role of local Government on the formation and development of the municipal market of social services. The technique of measuring the effectiveness of marketing activity in the market of social services.