Contents of N3/2011

all contents



Method for detection of high-technology market niches
Tokarev B.E., Ph.D., Associate Professor of Marketing, Department of Marketing,
State University of Management,
The article is offered an original method for detection high-technology market niches. The procedur for segmentation is based on macro- and microsegmentation. The last is realized by two-direction method from suggestion and from needs. The sequence of steps is described.
Key words: high-technology market, market niches, segmentation, macro segmentation, microsegmentation, suggestion, needs.

Sources used in Part I, Article
1. F. Kotler Marketing Management / Trans. from English. - St. Petersburg. Peter, 2003. - 800 .
2. M. McDonald, J. Dunbar Market segmentation: a practical guide / Per. from English. - M.: Business and Services, 2002. - 288 .
3. Golubkov, HE Marketing: Strategies, plans and structures. - Moscow: Delo, 1995. -379 .
4. JJ Lambe Management that focuses on market / Trans. from English. SPb. Peter, 2004. - 800 .
5. IE Frolov Investigation and prediction of high-tech, high-tech Industry. Diss ... Dr. Econ. Science: 08.00.05. - Moscow, 2005. - 299 .
. 6. Klebanov, A., B. Tokarev, On the concept of "niche market" / / Marketing. - 2, 2010. -
S. 19-28.
7. .
8. Strothmann K.H., Kliche M. Marktsegmentierung fur Hight-Tech-Anbieter. / / Marktforschung und Management, 3, 1989. - S. 82-88.
9. Abell D.E. Defining the Business: the Starting Point of Strategic Planning. - NJ: Prentice-Hall. 1980. - 450 p.
10. Schneider, D. Technology Marketing / Trans. with it. - Moscow: Janus-K, 2003. -478 .
11. JJ Lambe Strategic Marketing. - M.: - The World, 1996. - 589 .
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13. Moore, G. Crossing the Chasm: Marketing and selling high-tech products of mass consumer telyu / Trans. from English. - M. ​​Williams, 2006. - 368 .
14. Kapon N. Kolchanov, V., J. Makhalbert Marketing Management: per.s English. /
ed. VB Kolchanova. - St. Petersburg. Peter, 2010. - 832 .
15. Tamberg V., A. Badin The new market niche. From the idea to create a product in demand. - M.: Eksmo, 2008. - 256 .
16. Pine Joe. Mass Customization. - Boston: Harvard Business School Press, 1992. -240 P.
17. Rapp, S., Collins, TL New Maksimarketing: Trans. from English. - Chelyabinsk: Urals LTD, 1997. - 535 .

Sources used in Part II, Article
1. Weinstein A. Handbook of niche marketing. Principles and Practice. - Routledge, 2005. - 284 p.
2. Handbook of niche marketing: principals and practice / Tevfic Dalgic. - NY: Haworth Press, 2005. - 256 p.
3. Wilson R., Gilligan C. Strategic marketing management. - Rochester: Butterworth & Heinemann, 1997. - 827 p.
4. Klebanov, A., Tokarev BE The concept of a niche market / / Marketing. -2010. - 2. - S. 19-28.
6. Weigel, MA Search and development of market niches in the marketing of commercial organizations: Ph.D. diss .... Econ. Science: 08.00.05. - M., 2004. -177 .
7. Tokarev BE Analysis of the structure of the market high technology products / / Industrial and B2 in marketing. - 2010. - 3. - S. 236-244.
8. Tokarev BE Marketing research of market niches / / Marketing.Spets. no. - 2010. - 3 (49). - 112 .
9. JJ Lambe Strategic Marketing. - M.: - The World, 1996.
10. Kosterin AG The practice of market segmentation. - St. Petersburg. Peter, 2002. -288 .
11. Mandel ID Cluster analysis: Lane. from English. - Moscow: FIS, 1998. - 176 .
12. M. McDonald, J. Dunbar Market segmentation: Pract. guide / translation. from English. - M.: Business and Services, 2002. - 288.
13. Makhmutova GS The algorithm of segmentation and selection of target segments / GS Makhmutova / / Marketing. - 2006. - 1 (86). - S. 46-52.
14. Engel, D., R. Blackwell, Miniard Consumer Behavior AP / lane. from English. SPb. Peter, 1999.
15. Zaltman G. How customers think: Lane. from English. - St. Petersburg. : Prime-EVROZNAK, 2006. - 384 .
16. Tamberg V., A. Badin The new market niche. From the idea to create a product in demand. - M.: Eksmo, 2008. - 256 .
17. Market nano: from nanotechnology - to nano / GL Azoev [and others] ed. GL Azoeva. - M.: BINOM: Laboratory of Knowledge, 2011. - 319 .
18. Tokarev BE, ON Karasev Road Map for the use of nanotechnology in the RCP: Report on the annual seminar of the Federal Space Agency, "Development and implementation of nanotechnology as a tool for innovation development of enterprises of space industry." - M., 2010.
19. Tokarev BE, ON Karasev Road map of nanotechnology in aerospace / / Abstracts of the 9th International Conference "Aviation and Space - 2010." - Moscow Aviation Institute, 2010. -S. 68-69.


The price as the basic marketing tool of the tourism enterprise in struggle for consumer preference of tourists
Volkov S.K., senior teacher of chair World economy and the economic theory, The Volgograd State Technical University,
E.A. Dryablova, student of department Economy and management, The Volgograd State Technical University,e-mail:
In the following article the consumer behavior in the market of tourist services is analyzed. The major factors influencing consumer preferences are allocated. It is drawn conclusion about the price is the basic tool of marketing strategy of the tourism enterprise in struggle for consumer preference of tourists.
Key words: consumer behavior, price, consumer preference, tourism enterprise

1.Consumers behavior on market of goods and services: the manual / G.D. Kostina, N.K.Moiseyeva. 2 ed. : Publishing house "Omega-l", 2010. 175p.
2.Veblen, T. The theory of the leisure class. M.: LIBROKOM, 2011. 238 p.
3.Holloway, J. C. Marketing for tourism / J.C. Holloway. K.: Znaniya, 2008. 575 p.

Comparison of leasing conditions: how an enterprise should choice the optimal proposal
Boytemirov T.F., Director General of"UniastrumLeasing", Moscow,
This review presents the results of studies of the conditions of leasing, currently in the Russian market. Based on the results of the study provides recommendations for companies that will allow them to maximum effect use leasing financing.
Keywords: cost of leasing, appreciation, interest rate, payment schedule, early redemption, insurance, reliability lessor.


Purchasing management as a tool for sustainability of industrial enterprise in market environment
Pleshchenko V.I ,Ph.D. in Economics, FSUE Goznak, Head of department,
In this article the author describes the effects of internal and external environment for modern industrial enterprise in the form of various requirements for the implementation of the purchasing process. Shows how the organization and management of purchasing process contributes to increasing the economic potential of industrial enterprises, improve the sustainability of the market environment.
Keywords: purchasing, supply chain, industrial enterprise, relations with suppliers, transparency of purchasing, efficiency, competition.

1. Yuldasheva O. Industrial buyers: species profiles, segmentation. // Electrical news. 2005. 2 (32).
2. Denisova A.L., Ulyakhin T.M. Management of competitiveness of industrial enterprise: quality aspects / Under scientific redaction of Dr. of Science, Prof. A.L. Denisova. Tambov: TGTU publishing house, 2006. 120 p.
3. Grishin A.V. Centralized supply in production holdings // National metallurgy. 2007. - 2.
4. Daiman S.Y. Environmental management systems in the Russian Federation: from inform stakeholders for implementation and certification [Electronic resource]. - Access mode:
5. Porter M. Competition / translated from English. - M.: Publishing House "Williams", 2005. 608 p.
6. Annual report of JSC AVTOVAZ for year 2009. [Electronic resource]. - Access mode: 7. Civanyuk S.. Caution when selecting a contractor: how to demonstrate and document it // Industry: accounting and taxation. 2010. - 7.
8. Kirisov S.V. Theory and practice of process approach to quality management of the Organization: Monograph. Tambov: TGTU publishing house, 2009. 80 p.
9. Website of firm Bosch. -
10. Website of firm Panasonic. -
11. Wagner , Stephan . Suppliers management. .: KIA center, 2006. 128 p.
12. Annual report of JSC KAMAZ for year 2009. [Electronic resource]. - Access mode:


The influence of specificity of sea companies activity on choice of marketing communications
Botnaryuk M.V., Docent, Candidate of economic science, department of Economy and managementAdmiral Ushakov maritime state academy,
The article is devoted to the researching the question of optimization sea companies activity in the context of marketing communications. The influence of specificity of sea business on choice of conception of building personal contact with buyers on the market of ports services. Principals of making of effective communication process are offered by author.
Keywords: communication process, marketing communications, sea company, services market

1.Dvornikova E. Marketing communications and their role in the building of brand [Electronic resource]. Conditions of access: www. URL: 04.04.2011.
2.Information from association of sea ports of Russia. [Electronic resource]. Conditions of access: www. URL : 04.04.2011.
3. [Electronic resource]. Conditions of access: www. URL: - 04.04.2011.
4.[Electronic resource]. Conditions of access: www. URL: - 04.04.2011.
5. .[Electronic resource]. Conditions of access: www. URL:http://www.e-college.
ru/xbooks/xbook117/book/index/index.html?go=part-007*page.htm. 04.04.2011.
6.Burnett John, Moriarty Sandra. Introduction to Marketing Communication: An Integrated Approach. transl. from English under edition of Boghuk S.G. SPb: Peter, 2001. 864 p.
7.Romanov A.A., Panko A.V. Marketing communications. M.: Exmo, 2006. 432 p.

Problems of the Russian exhibition business
Kudryashova O.A., graduate studentof marketingREUthem. GVPlekhanov,
Russian exhibition business is actively developing. Achievements in science and information technologies make a good background for success development. Nevertheless, as any developing branch, the exhibition business is attended by some problems. The main of them are insufficient financing and weak legal support from the government, deficiency in high qualified staff. Nevertheless, in spite of existing problems, native exhibition activity in Russia consistently and steadily develops.
Keywords: exhibition business, display area, exhibition market, competition, information technologies.

1. Academy of the market: marketing / ed. Diane A., F. Bukerel. - Moscow: Economics, 2009.
2. Golman IA advertising planning. Advertising techniques. Organization of promotional activities / IA Gelman. - M. Gell-print, 2009.
3. Zavialov P. The formula for success: marketing / P. Zavialov, VE Demidov. -M. : International Relations, 2010.
4. C. What Golitsyn revealed exhibition MITT / / Tourism: Practice, problems and prospects. - 2010. - 4.
5. Grachev, A. Guide to the MITT-2011 / / Eco. - 2011. - 3.
6. Dzhandzhugazova EA Marketing in the hospitality industry. - Moscow: The Academy, 2009.
7. Kritsotakis YG trade fairs and exhibitions. Participation and communication technology. - M.: Os-89, 2010.
8. Kritsotakis YG trade fairs and exhibitions. Participation and communication technology / YG Kritsotakis. - M.: DIS, 2010.
9. N. Moiseyev, Ryumin M. communications marketing concept and its methodological support / / Marketing. - 2010. - 6.
10. Nazarenko, LF exhibition as a marketing tool. - Moscow: Filin, 2009.
11. Osipov DV FAQ Site MITT-2011 / / Expo News. - 2011. - 1.
12. Pavlova A. organizers MITT: the success of the exhibition is not a reason to rest on his laurels / / Tourism: Practice, problems and prospects. - 2009. - 5.
13. Pankratov, F., G., Bazhenov YK Advertising. Textbook for university students. - 2nd ed. Rev. and add. - M.: Marketing, 2010.
14. Semenov, BD Advertising management. - Minsk: Ekoperspektivy, 2010.
15. Sementsova T. Modern technology exhibition marketing / / Problems of Economics. - 2010. - 3.
16. Timofeev. A. The role of exhibitions and fairs to promote products / / Practical Marketing. - 2010. -
Number 3.
17. Wells W. Advertising: Principles and Practice: Lane. from English. / W. Wells, J. Burnett. - St. Petersburg. Peter, 2010.
18. Sementsova T. Modern technology exhibition marketing / / Problems of Economics. - 2010. - 3.
19. Senidzh Charles G. Frayburger V., K. Rottsoll Advertising: Theory and Practice. - Moscow: Progress, 2010.
20. Hviler H. MITT on the way to the international standards / / advertising magazine vystavoch-complexes in Russia. - 2011. - 2.
21. Expo News. Advertising and information magazine of exhibition complexes in Russia. 2010. - 1.

Extravagant marketing
Pashutin S.B., Candidate. biol.Science,
Often the ability to stay afloat provides a "staggering", and then simply a blasphemous ads.
Keywords: amazing advertising, extravagant creativity.

1. M & C Saatchi is playing with fire: for the promotion of cosmetics they used the faces of the dead children and pictures of explosions. 18.09.2006. Daily publication of the advertisement.
2. GOGO LOUNGE sans fumye. 18.01.2007 Agency Bleublancrouge, Montreal, Canada.
3. Best Rejected Advertising. Volume Three. Channel 4 Television Corporation.Great Britain. - Http://
4. In Britain banned the advertising of Diesel. Daily online fashion magazine Fashion Guide. 2006 - - March 9.
5. Dolgosheeva E. Favorable obscenity. Marketing is built on outrageousness, brings good results / / "Vedomosti". - 2005. - May 19 ( 89 (1370)).
6. Vitkovskaya Svetlana. "Euroset" found a minority shareholder. Ibid. 2006. -16 March.
7. Tele2 surprised pocket pack kit / / July 25, 2005. Daily publication of the advertisement. -
8. M. Chernov Advertisers dismantled "top models" to pieces. / / Business St. Petersburg, December 4, 2003
9. Gorelov, E., K. Koryukin Intimacy does not offer a / / Gazette. - 2006. - March 30 ma.
10. Lessons pradvizheniya. Tour operator Adriyatik launched a full-fledged version of the site to "padonkaffskom ezyke" / / Publication of the advertisement number 1 in Russia. - 2007. -27
of February. -
11. Fisherman S. Vandals fight for morality. "Vedomosti", 10/04/2001.
12. Vinogradov, E., Fisher, S., E. Kudashkin, Protection A. The double standard Sisley. Ibid. - 2004. -
On March 11.
13. S. Rybak Russian do not like advertising. Ibid, 2000. - December 18


The management of trade marketing on the enterprises of the regional alcohol sphere
Kareva E.S., post-graduate student of Marketing and Advertising Chair, in Rostov State University of Economics (former RINH), e-mail:
In clause the features of management of trade marketing in the modern economic conditions at the enterprises at the regional alcohol market are considered. The specificity of realization of trade marketing strategy at the alcohol market is revealed. The necessity of working out and introduction of the new forms of management of trade marketing management is proved.
Keywords:Trade marketing, management of marketing instruments, a regional alcohol market, trade marketing strategy, forms of management of trade marketing at the enterprises at the regional alcohol market.

1. Countryman S. Indicators of the effectiveness of the management of marketing technologies / / Marketing.-2006 .- 5.
2. Paramonov, TN, IN Krasyuk Marketing in Retail: Training Practical Guide .- Moscow: Foreign FBK-PRESS, 2004 .- 277 .
3. Sinyaeva IM Trade Marketing: Textbook / IM Sinyaeva, S. Countryman, V. Sinyaev.-M.: Publishing and Trading Corporation "Dashkov K", 2010.-752 .
4. Academy of the market: marketing / Translation, with Fr. Diane A., F. Bukerel
R. Lankar, etc.-M.: Economics, 1993. - 572.
5. Management Retail Marketing / Ed. D. Gilbert, Trans. from the English .- Moscow: INFRA-M, 2005. - 235 .


Marketing strategy of a contemporary art center (on the example of Loft Project in St.Petersburg)
Shekova E.L., PhD, Associate professor of the Graduate school of management, St. Petersburg state university,
An article explores a marketing strategy of nonprofit organization working in the field of contemporary arts. The competitive advantages and weaknesses of nonprofit organization are defined by applying different instruments of strategic and marketing analyses. One of the most successful centers of contemporary arts in St. Petersburg Loft Project is taken as an example.
Keywords: Loft project FLOORS, marketing concept.

1. Culture and the market: current trends. - M.: Classical - XXI, 2009.
2. Official site of Loft Project FLOORS. - [Electronic resource]. - Title from screen.
3. Independent work Vorobyova OD for the course "Marketing-profit organizations" - St. Petersburg: Graduate School of Management, 2009.
4. Tulchinsky GL, EL Shekov Marketing in the field of culture: a tutorial. St. Petersburg: Publishing House of the "Deer" and "Planet Music", 2009.
5. Tulchinsky G., Gerasimov S., TE Lokhin Management of special events in the cultural sphere. - St. Petersburg: "Deer" and "Planet Music", 2010.
6. Andreasen, Alan R. & Kotler, Phillip. Strategic Marketing for Nonprofit Organizations. Upper Saddle River, NJ: Pearson Prentice Hall. 2008.
7. Colbert F. Marketing Culture and the Arts. Montreal. 2007.
8. Marketing Planning for Culture and the Arts: Fundamental Principles and Practices for Building an Effective Marketing Campaign. / Johanne Brunet, Fransois Colbert, Dan J. Martin, Jennifer Radbourne, Philippe Ravanas, J. Dennis Rich. HEC Montreal. 2008.
9. Pope, Jennifer A. Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study In: Journal of Nonprofit & Public Sector Marketing. 2009. Vol.21. Issue 2. pp. 184-201.
10. Rados, David L. Marketing for Nonprofit Organizations. (2nd Ed.). London: Auburn House, 1996.
11. Wymer, Walter W. Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations. Thousand Oaks, CA: Sage Publications, 2006.

The essence and characteristics of educational service
Shevchenko O.M., a postgraduate student of the Marketing Department of the Pacific State Economic University.,
Abstract: In the article the author shows that in conditions of an increasingly dynamic of markets, of constant change of social-economic situation and rapid development of new technologies of particular importance is the understanding of the nature and characteristics of educational services. Unlike other types of services educational services are connected with the increased attention to the quality of education in terms of linking it to the needs of the country's economy in general. Introduction of a unified planning and management system for companies and the education system will considerably increase the efficiency of educational services.
Keywords: ducational service, public benefit, property, feature. use value.

1. Zykov, V. Multi-level training in the context of the modernization of Russian education: monograph / V.V. Zykov. - Tyumen: Publishing House of Tyumen. State university, 2003. 80p.
2. Shchetinin, V.A. Market of educational services in modern Russia / Vladimir Shchetinin / School. - 2007. - 3. - P. 23-27.
3. Pankrukhin, A.P. Marketing of educational services in higher and further education / A.P. Pankrukhin. - M.: Interpraks, 2005. 240p.
4. Ivanyutina, L.V. Market of educational services of higher education: the monitoring and development (for example, the Altai Territory): PhD Thesis. ... candidate. econ. science / L.V. Ivanyutina. - Barnaul, 2007. 197p.
5. Strizhov, A.M. The concept of quality of educational service in market conditions / A.M. Strizhov / / Standards and Monitoring in education. - 2009. - 3. - P. 47-50.
6. Dzhaparov, P. Marketing of Services of professional education / P. Dzhaparov / Marketing. - 2005. - 4. - P. 55-65.
7. Grigoryeva, E.G. Educational service as an object of economic analysis: [electronic resource] / E.G. Grigorieva. - Mode of access: URL:
8. Ksenofontova, O.L. Specifics of educational services: marketing aspect / O.L. Ksenofontova: Modern high technologies. Regional application. - 2006. - 2. - P. 45-49.
9. Sinitskaya, N.Y. Financing of higher education in the modern social-economic conditions: Monograph / N.Y. Sinitskaya. - Arkhangelsk: Pomorski State. Univ, 2003. 183p.
10. Afanasyev, V.Y. Marketing of educational services / V.Y. Afanasyev, V.V. Cherkasov / Marketing. - 2009. - 5. - P. 68-76.
11. Saginova, O. Marketing of higher education: basic concepts, new trends and perspectives: [electronic resource] / O. Saginova. - Mode of access: URL:
12. Pankrukhin, A.P. Marketing of educational services / A.P. Pankrukhin / Marketing in Russia and abroad. - 997. - 1. - P. 79-85


SWOT-analysis for Russian companies to entry Vietnamese telecommunication market
Shan Van Lin, businessanalyst"LLC hazeSentralFood",
Vietnamese telecommuncation market is very attractive for Russian companies to enter. The article provides a detailed analysis of Vietnamese telecommunication market. As the result, the SWOT analysis is considered.
Keywords: Russian companies, Vietnamese telecommunication market, SWOT-analysis, entry strategy

1.Gulina Catherine, "Expansion of Russian telecoms in Southeast Asia" / Modern telecommunications Russia 17, 06.09.2008
2.Otchet AC Nielsen Vietnam consumer confidence - Quarter 2, 2010
3.Ofitsialny site General Statistical Office of Vietnam
4.Ofitsialny Site Media Group Channel Asia
5.Sayt Vietnam Internet Magazine Vietnam Express
6.Elektronnaya Vietnamese version of the newspaper "Sport and Culture"
7.Ofitsialny site production company Viettel
8.Ofitsialny site information and analytical agency Sotovik.Ru, 07/20/2009

Methodical support of management organization of industrial production promotion to the foreign markets
Petrosyan A.D., Ministry of the industry and trade of Russian Federation, the chief specialist expert of Department of foreign trade activity state regulation, Cand.Econ.Sci.,
Features of the organization of management by advancement of production of the industrial enterprise on the foreign regional markets are considered, the model of management by advancement of production of the industrial enterprise on the foreign regional markets is offered and techniques of the organization of management by industrial output advancement on the foreign markets are shortly described.
Keywords: The foreign regional markets, management of advancement of production, technique of the organization of management of industrial output advancement on the foreign markets

1. G.L. Bagiev, N.K. Moiseeva, V.I. Cherenkov The international marketing: studies. For high schools - 2 edition, remade. and added. - SPb., Etc.: Peter, 2009.
2. V. Ja. Zaharov Management of the regional markets: the theory, methodology, practice. Authors abstract of masters thesis of Economic Sciences.. - N.Novgorod, 2002.
3. Large-scale Russian business. Collection of articles//http://www.
4. A.S. Novoselov. Theory of the regional markets. - Novosibirsk: Siberian agreement, 2002.
5. G.G. Panichkina, E.I. Mazilkina System of advancement of the goods or promotion technologies from A to Ya. : Publishing house the Alpha the Press, 2006.

Using internet technologies in international marketing
Golik V.S., Associate Professor ofMarketingBSEU, Minsk,
Golik S.I., k.Phys., associate professorGSUthem. Skaryna, Gomel
Using Internet Marketing helps enterprises conduct marketing research, promote its products in both domestic and foreign markets, find target customers. Substantiated application of Internet technologies enables to reduce costs on marketing arrangements and increase its efficiency. Internet marketing plays a great role in promotion of competitive products on foreign markets. It helps to contact wholesalers, resellers and individual consumers.
Keywords: Internet technology, international marketing, internet marketing, marketing research, Internet advertising, website, efficiency.

1. I.L. Akulich. International Marketing. Minsk: EI BSEU, 2007. 496 p.
2. I.L. Akulich, V.S. Golik. The concept of Internet marketing / Article / Minsk: Science and Innovation. - 2010 .- 2. - P. 62-66.
3. V.S. Golik. The effectiveness of Internet marketing in business. Minsk: Dicta, 2008. 196 p.
4. V.S. Golik. Use of Internet marketing. / Economics by eyes of young people: Proceedings of II Intern. economy. Forum of Young Scientists, Vileika, 29-31 May 2009 / Belarus. state. Econ. Univ. - Minsk, 2009. - P. 94-95.
5. Internet World Stats - Usage and Population Statistics [electronic resource].


Interview with Lukianichev O.A. chairman of commercial bank Industrial and financial cooperation
In the interview it considers formation of commercial bank Industrial and financial cooperation and problems of its development.
Keywords: commercial bank, capital, client, Paretos principle, loyalty program. competitor.


Developing PR-program for international consulting company operating on Russian market
Golubkova E.N.,
This paper considers case study concerning development short range PR-program for Accenture company, operating on Russian market from 1992. PR-campaign objectives, target audience and PR-campaign budget are determined. Also in this paper develops media plan.
Keywords: PR-campaign, PR-campaign objectives, target audience, PR-campaign budget, media planning.


List of dissertation on marketing defended in 2010 (2nd half-a-year). Part II
Limarev PV, senior lecturer in economics and marketing, GOU VPO Magnitogorsk State Technical University. GI Nosov, e-mail: lavrenty_p@mail.r

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