Features and tendencies of the development of the services sector in Ukraine are highlighted. The article determines that despite the socio-economic instability in the country, the development level of the domestic services sector remains quite high. The reasons for the positive dynamics of the services sector are clarified. The authors note that the main reason for the active development of the services sector is its “penetration” into almost all types of economic activity. The role of the services sector is described. The growing role of the services sector is proven to be based on the global trends and the influence of a number of factors. It is due to the influence of trends that the services sector is diversifying. In turn, different types of services require the use of excellent management approaches, with marketing occupying a key place among them. The role of marketing as a factor in the modern development of the services sector in Ukraine is demonstrated through the prism of determining the features and the need to use its key tools and methods. The main tasks of marketing in the services sector are presented and characterized. The article proves that the role of marketing in the services sector is to maximize the satisfaction and optimization of the interests of consumers and producers through the use of modern marketing tools. The authors emphasize that for the service sector, marketing is a process of developing and promoting services designed to meet the specific needs of target market segments. Knowledge and understanding of marketing in the services sector allow not only maximizing the profits of economic entities by providing services that are in demand but also identifying the ways and directions of profits redistribution to improve the quality of services to better satisfy consumers, gain competitive advantage, and increase future profits. 

service sector, marketing, marketing tools, service sector entities