Price as a Marketing Strategy Component Оf Public Public Administration Subject

Abstract

PRICE AS A MARKETING STRATEGY COMPONENT ОF PUBLIC PUBLIC ADMINISTRATION SUBJECTПодані у статті дослідження мають відношення до актуальної на даний час проблеми використання різних підходів до формування цін у системі надання публічних послуг. В статті визначено сутність та особливості маркетингового підходу до поняття «ціна в комплексі державного маркетингу». Застосовано сукупність методів, які дозволили досягти мети дослідження. Для розкриття сутності ціни в комплексі маркетингу суб'єктів публічного управління використані системний і структурний підходи. Розглянуто специфіку ціни, як елемента комплексу державного маркетингу та відмінності підходів до даного поняття в системах державного та комерційного маркетингу. Проаналізовано місце ціни в публічному «маркетинг-мікс». Розглядаються проблеми, що пов'язані із «феноменом безбілетника» в практиці діяльності суб'єктів державного управління.The research presented in the article is relevant to the current problem of using different pricing approaches in the public service delivery system. Pricing in the context of public marketing and the main approaches to this concept greatly influences the success of further analysis of the marketing activities of public entities. Pricing in public administration is complicated by the fact that public administration is a non-profit sector. That is, although some positive balance can be achieved by public authorities in one period, there is no aim to maximize this surplus under any circumstances. At the same time, the notion of willingness to pay for a service can often not be applied to public administration services, since the consumption of public services is not always within the free choice of the client and is provided on a free basis, ie at the expense of taxes paid in advance. In addition, many public administration services in the public services market do not have any direct competitors, so there can be no way to evaluate the positioning of a product and find out its market value. The essence and features of the marketing approach to the concept of "price in the complex of state marketing" are determined. This article applies a set of methods and approaches that made it possible to achieve the goal of the study. Systematic and structural approaches were used to disclose the essence of price in the complex of marketing of public administration entities. Methods of analogies and synthesis are also used. The specifics of price as an element of the state marketing complex and differences of approaches to this concept in the systems of state and commercial marketing are considered. The location of prices in the public "marketing mix" is analyzed. It is established that the price in public marketing, as well as in commercial, is the equivalent of expecting public entities in exchange for a public product. However, the price in public marketing is rarely measured in monetary terms. More often than not, these are actions, standards of behavior that entities expect to receive from the marketing entity, such as support, or at least...