Contents of N3/2013

all contents

Contents of N3/2013

CONTENTS:

MARKETING THEORY AND METHODOLOGY

The bipolar model of consumer behavior and the method of the polarity degree determination for the buyers behavior
Ramazanov I.A., head of the Department of "Organization and technology of Commerce" RSUTE, Doctor of Science, Economics, e-mail: iaramazanov@mail.ru

Different approaches to study consumer behavior from the point of view of joint impact of economic and cognitive-psychological factors are used. A bipolar model of consumer behavior is presented, indicators of behavior polarity evaluation and methods of their definition are proposed, main characteristics of consumer behavior at different values of consumer behavior polarity coefficient are described.
Keywords: consumer behavior, buying behavior, prospect theory, a model of consumer behavior, rational behavior, irrational behavior, degree of involvement of the buyer in the purchase.

Sources
1. Amos Tversky, Daniel Kahneman Prospekt theory: An analysis of decision under risk // Econometrica. 1979. .47.  2. . 263-292.
2. Hardie Bruce G.S., Johnson Eric J. Modeling Loss Aversion and Reference Dependence Effects on Brand Choice. // Marketing Science. 1993. Vol. 12. 4. P. 378-395.
3. Tversky Amos, Kahneman Daniel. Advances Prospect theory: Cumulative Representation of Uncertainty / Journal of Risk and Uncertainty. 1992, Vol. 5, P. 297323.
4. Thaler Richard H. Mental Accounting and Consumer Choice. Marketing Science . Vol. 4. No. 3. P. 199215.
5. Avtonomov V.S. Model of man in the economic science. SPb.: School of Economics, 1998.
6. Webster F., Wind And. The General model of organizational buying behavior // Classic marketing / Sost. B.M.. Enis, K.T. Cox, M.P. Mokva. SPb.-Peter, 2001. P. 198-212.
7. Jensen M. C., Meckling W.H. Theory of the Firm: Managerial behavior, agency costs and ownership structure. // Vestnik S.-Petersburg university. The Management Series. 2004. 4. P. 118-191.
8. John Howard and Jagdish Sheth. The Theory of Buyer Behavior. Classic marketing / compilers ERTS B. M., Coke K.T., Mokva M.P. - St. Petersburg: Piter, 2001. - P. 175 - 197.
9. George Keton. Rational behavior and economic behavior. Classic marketing / compilers Enis B.M., Cox K,T, Mocva M.P.- St. Petersburg: Piter, 2001.- 752 c.
10. Kahneman D., Tversky A. Rational choices, values and frames // Psychological Journal. - 2003. Vol. 4. P. 31-42.
11. Holbrook, Morris B. and Elizabeth C. Hirschman. The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, End Fun // Journal of Consumer Research, 9 (September), 1982. 132-140.
12. Russell W. Belk. An Exploratory Assessment of Situational Effects in Buyer Behaviour. // Journal of Marketing Research. 1974, 11(2). 156 p.
13. Haley, R. Benefit segmentation: a decision-oriented research tool // Journal of Marketing. 1968. Vol. 32, p. 30-35.
14. Roo Olderson. The analytical foundations of marketing. Classic marketing/ compilers ERTS B.M., Coke To. T., Mokva M.P. St. Petersburg: Piter, 2001.
15. Smith, V. Experimental Economics / Transl. from English. N.A.. Nureeva, V.V. Agroskin; scientific ed. R.M. Nureev. M.: ; Vsckm, 2008.
16. Angel J.F., Blackwell R.D., Miniard P.W. Consumer Behavior St. Petersburg: Peter Kom, 2011.

 

MARKETING TOOLS

The economic-mathematical theory of media planning
Shmatov G.A., Senior Researcher, Ural State University, Candidate of Physics and Mathematics, e-mail: sga36@mail.ru

In article the methodology and technology of planning of an advertising campaign is stated. The principles of the economic-mathematical media planning theory are presented which give the opportunity to achieve the advertising budget optimization when placing advertisements in the media.
Keywords: media planning, advertising, multimedia , optimization, efficiency.

Sources
1. Shmatov G. A. The media planning theory: the monography. - Ekaterinburg: Publishing house of Humanitarian university, 2012. - 442 with.
2. SissorsJ. 3., Beron R. B. Advertising media planning. - SPb.: Peter, 2004. - 412 with.
3. Rossiter J. , Percy L. Reklama and advancement of the goods. - SPb.: Peter, 2000. - 656 with.

 

MARKETING RESEARCH

Desk research of lead oxide market
Skorobogatyh I.I., Doctor of Economics, Professor, head of chair of marketing, FGBOU VPOREU of G. V. Plekhanov, e-mail: Skorobogatykh.ii@rea.ru
Sidorchuk R. R, Candidate of economic science, Docent department of marketing,FGBOU VPOREU of G. V. Plekhanov, e-mail: Sidorchuk.rr@rea.ru
Grineva O. O, Senior Lecturer of the chair of marketing, FGBOU VPOREU of G. V. Plekhanov, e-mail: Grineva.oo@rea.ru
Kaderova V. A, assistant of the chair of marketing, FGBOU VPOREU of G. V. Plekhanov, e-mail: Kaderova.va@rea.ru
Sergeeva E.A., assistant of the chair of marketing, FGBOU VPOREU of G. V. Plekhanov, e-mail: Sergeeva.ea@rea.ru

The article discusses the study methodology and characteristics of niche markets. A detailed description of the study of the market lead oxide and singlet, we give the main results of this study. Describes the possible project teams and the necessary qualifications of the participants.
Keywords: Marketing, marketing research, desktop research, lead oxides market, processing of accumulator batteries.

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18. The 2011 Import and Export Market for Red Lead, Orange Lead, and Lead Oxides in Saudi Arabia/Professor Philip M. Parker, Ph. D. Chaired Professor of Management Science INSEAD (Singapore & Fontainebleau, France).- S.D, USA: ICON Group Ltd, 2011.-14 . [electronic resource] . URL: http://www.icongrouponline.com/, loose Jaz. English. - Caps. screen. Date of viewing 03.02.2013.
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PRICING

Research on pricing policies of hybrid-channel supply chain based on asymmetric cost information
Wang Q., Cai S., Master's Degree Students of the Department of Industrial Engineering and Management,South China University of Technology, Guangzhou, China
Ospanova K., Master of Management ScienceWritten under supervision of Associate Professor Tang Dongping,South China University of Technology, Guangzhou, China,
e-mail: ko77ok@gmail.com

Through comparing the difference between the traditional channel and Internet channel, using some factors such as price, service and consumer acceptance the demand function was created. A retailer-led Stackelberg game model was established to analyse Supply Chain members lying behaviour and pricing policy under many cases of asymmetric cost information. The results indicate that when the retailer has information superiority, he wont lie. When the manufacturer has information superiority, he will lie to improve his profit, but this behavior will reduce the profits of the retailer and the Supply Chain. So some details were shown which should be considered while designing an incentive contract to promote information sharing.
Keywords: Stackelberg game; Asymmetric cost information; Pricing policy; Hybrid-channel; Supply Chain

Sources
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4. Xie Qinghua, Huang Peiqing. A quantity discount model for coordination of Internetbased hybrid channels [J].Systems Engineering theory & practice, 2007, 27 (8); 111.
5. Chen Yun, Wang Huanchen, Shen Huizhang. Study on the price competition between E-commerce retailer and conventional retailer [J].Systems Engineering Theory & Practice,2006,26 (1):3541.
6. Liang Guo, Yunchuan Liu. A Strategic Analysis of Channel Expansion [R]. Hong Kong: Hong Kong University of Science and Technology, 2006.
7. Zhu Cuiling, Wei Lin, Pu Xujin. A decision-making model for manufacturers to construct multi-channel retailing [J]. Journal of university of science and technology of China, 2006, 37 (7), 789792.
8. Guo Yajun, Qu Daogang, Zhao Liqiang. Analysis of pricing policies of hybrid distribution channels in E-markte [J]. Journal of systems engineering, 2008, 23 (5), 570576.
9. Zhang Yiwei. The coordination & incentive mechanism design based on multichannel supply chain [D]. Xian, Xian Technology University, 2009.
10. Park S.Y., Keh H.T. Modelling hybrid distribution channels: A game-theoretic analysis [J]. Journal of Retailing and Consumer Services, 2003, 10 (3), 155167.
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12. Yan Nina, Huang Xiaoyuan, Liu Bing. Stackelberg game models of supply chain dual-channel coordination in E-markets. [J]. Chinese Journal of Management Science, 2007, 15 (3), 98102.
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DISTRIBUTION CHANNELS

Classification of non-store forms of trade
Chkalova O.V., doctor of sciences in economics, professor, head of chair "Commercial activity in trade and catering", Lobachevsky State University of Nizhni Novgorod,
e-mail: ochkalova@ fup.unn.ru

Reviewed and systematically analyzed non-store ways of selling goods. There is an approach to the classification current trade sector. Revealed the characteristics of individual forms of non-store selling, author shows the status and trends of their development. The article shows common mistakes in the use of a number of formats non-store selling.
Keywords: Classification of non-store forms of trade, direct selling, distance selling, personal selling, direct marketing, mail-order trade, teleshopping, online shopping, website, Internet-shop window, online shop, online trading system.

Sources
1. Chkalov O.V. The trading business. M.: EKSMO.-2010.-320 p.
2. GOST R 51303-99 Trade. Terms and definitions.
3. Website of Direct Selling Association [electronic resource] - Access mode: http://www.rdsa.ru/sales

 

MARKETING COMMUNICATIONS

 The value model of integrated marketing proposal
Tyan E.G., Lecturer of department marketing and trading business, Kuban State University, e-mail: lentyan@yandex.ru

The article is devoted to research consumer perception of value. Considered value factor models. Offered author's model of integrated value-proposition.
Keywords: marketing proposal, integrated marketing proposal, valuable consumer perception of the product.

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Factors influencing the citys brand formation
Groshev I.V., Doctor of Economics, Doctor of Psychology, Professor, Honoured Science Worker of the Russian Federation, Pro-rector, -mail: aus_tgy@mail.ru
Stepanycheva E.V., Candidate of Economics, Senior Lecturer of the Staff Management and Marketing Department of Tambov State University named after G.R. Derzhavin,
-mail: aus_tgy@mail.ru

The article scrutinizes the peculiarities of citys brand formation; three main categories of its values are highlighted. The key characteristics of the citys brand are analyzed; also components of psychological structure of the citys brand are presented and described: status, image, the soul of the city.
Keywords: brand, branding, city, concept, culture, approach, consumer, value.

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COMPETITIVENESS

Vertical integration and the competitiveness of producers in modern conditions
Pleshchenko V.I., Ph.D. in Economics, FSUE Goznak, Head of department,
e-mail: v_pl@mail.ru

Ensuring long-term and stable operational mode of production is an important part of the competitive strategy of enterprise. One of the ways of achieving this result is vertical integration. When all possible adverse effects associated with this version of the company's development, in conditions of entry to the Russian Federation in the WTO, increased economic concentration in the supply chain is a necessary measure to preserve the competitiveness of domestic producers.
Keywords: competitiveness, competitive strategy, vertical integration, vertical agreements, economic concentration.

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INTERNET-MARKETING

Internet-marketing: mystering creature who will eat all your resources
Egrashin A.V.,CEO & Founder Red and Red Agency of web-consultingRed and Red, e-mail: ceo@redandred.ru

When internet-marketing is evil. Three real life examples how your company should not do if not decide to lose money and reputation.
Keywords: Web consulting, branding, positioning, repozitsionirovanie, advancement, target audience.

 

MARKETING OF TERRITORY

Regional marketing in action: case of Volgograd region
Frolov D.P., Doctor of Economics, Professor, Head ofmarketingand advertising,Volgograd State University, e-mail: ecodev@mail.ru
Shishkov V.A., economist accounting and business analysisactivities, Volgograd State University,e-mail: marketech@volsu.ru

Experience of introduction of place marketing concept in Volgograd region is systematized and analysed, stages and forms of this process are allocated, typical for Russian regions problems of strategic marketing planning are detailed. Practical recommendations about development of basic regional marketing strategy are offered.
Keywords: regional marketing; marketing strategy; rebranding; stakeholders; marketing communications.

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3.Strategy of social and economic development of the Volgograd region (2008-2025) / ed. by O.V. Inshakov. Volgograd: VolSU, 2008. 356 p.
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7.Kavaratzis . From necessary evil to necessity: stakeholders' involvement in place branding // Journal of Place Management and Development. 2012. Vol. 5. 1. . 7-19.

 

INTERNATIONAL MARKETING

Safe change of media channels: a structural basis for innovations
Duncan Southgate, Global Director ofDigitalBrandingMillward Brown
John Svendsen, Global Director ofMediaBrandingMillward Brown

New media channels are emerging all the time, and marketers are often unclear how to choose among them. There is no automatic driver that encourages the adoption of new media channels. Consider the application of a 70:20:10 allocation model for optimization of media-budget allocation.
Keywords: marketers, brand, creative, media-channel, media-budget, allocation, 70:20:10 model, optimization.

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Marketing cars: change media gear
Nick Bul, Head ofthe automotive market, Millward Brown

Car marketers need to take some risk with their media placement and ensure that new channels are tested, using a 70:20:10 allocation model. The model includes: the comfort zone - 70%; innovating around what works - 20%; the unknown zone - 10%. Consider the application the model to marketing cars.
Keywords: marketers, car marketing, car market, risks, creative, media-channel, allocation, 70:20:10 model.

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The power of eing meaningful, different, and salient
Josh Samuel, Director of the European Department of Development,
Brand quity/Millward Brown

It was shown that successful brands are meaningful, different, and salient. Marketing research opened how these brand qualities act on the minds of consumers to affect purchase decisions.
Keywords: brand, buyer, brand value, unique selling proposition, awareness, pilot project, meaningful brand, different brand, salient brand.

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MARKETS: STATE AND DEVELOPMENT

Prospects of the quails egg and meat market development in Russia
Generalova S.V., Doctor of Economic Sciences, Professor, Saratov State Agrarian University in honor of N.I. Vavilov. Russia, e-mail: ssau-generalova@yandex.ru
Ryabova A.I., Post-graduate Student, Saratov State Agrarian University in honor of N.I. Vavilov. Russia, e-mail: RJ.alyona.1881@yandex.ru

The brief analysis of the Russian quail egg and meat market is presented and the basic prospects of its development are defined in the article. The basic present segments of quail breeding industry consumers are characterized. The basic directions of industrial use of quail eggs and meat are presented.
Keywords. quail breeding industry, segments of consumers, development tendencies.

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State of the market of higher education in Russia and prospects of its development
Shevchenko D.A., doctor of economic sciences, professor, head of marketing and promotion of the Russian State University for the Humanities, e-mail: shevm@rggu.ru

The article seeks to conduct a marketing analysis of the market development of Higher professional education in Russia (HPE). To identify the key trends that universities face in the next five years.
Keywords: the demographic situation in Russia, the market value of HPE, salary PP, market trends Higher professional education, consumers and market operators HPE , demand and competition on the roar of HPE, market prices HPE, market prospects HPE.

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SHORT MESSAGES

Do you know what is advertising clatter?
Zviozdnaya M.A., marketing SpecialistRESTindoor, e-mail: m.zviozdnaya@gmail.com1

How brands manipulate us
Belyanskaya O.Y., News Factory pr-agency, general director, e-mail: pr@nfactory.ru

 

INTERVIEW

You need to change in order to be always a leader: Interview to O.N.Borovkovo

Keywords: staff, training, advertising, motors, equipment, webinars, stimulating action.

 

PUBLICATIONS

List of dissertation on marketing defended in the second half of 2012 year
Limarev P.V., candidate of the economic sciences,senior lecturer in economics and marketing, GOU VPO Magnitogorsk State Technical University. GI Nosov,
e-mail: lavrenty_p@mail.ru



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