Contents of N4/2013

all contents

Contents of N4/2013



Application of method SERVQUAL for the analysis and improving the service policy (on an example of open society Rostelecom, Kemerovo)
Shadrin V.G., Candidate of the economic sciences, Assistant professor, head of the department of economy ofKemerovo Institute of Food Science and Technology,
Gneushev A.V., student Kemerovo Institute of Food Science and Technology, e-mail:

The article describes the methodology and results of the analysis of the service policy for further improvement of activity of the telecommunication companies. For the analysis of the quality of services used the technique of SERVQUAL, reviewed the terms of its practical implementation. Presents data on the indicators of the quality of services and their dynamics for three years.
Keywords: marketing, service, quality of service, the methodology SERVQUAL

1.Avanesova S.A. Service activity: historical and modern practice, business, management. Manual for Universities, M.: Aspect-Press, 2005
2.Payback CRM [electronic resource].
3.Antonov G.D., Ivanova O.P., Shadrin V.G., Sanzharovsky K.V. Formation of an outsourcing center in the region - tool for support of small and medium-sized businesses // Bulletin of the University. Moscow, sum - 2009. - 3. - .156-161.

Diversification as basis of the long term sustainable development
Zimina T.V., Doctor of economics the Ural federal university, e-mail:
Merkushin A.V., The head of a department of marketing the closed joint-stock company of workers Turinskyi pulp-and-paper factory, e-mail: sbyt@tcbz.uraltc. ru

Modern progress of any manufacture is impossible without constant perfection of let out production, development of adjacent manufactures and an output on the new markets. It requires the careful and comprehensive account of demands of demand, especially in the fast-growing markets, possibilities of the manufacture and risks.
Keywords: diversification, SWOT- analysis, sanitary-and-hygienic products

1. Golubkov Y. P. SWOT analysis: existing procedures and ways of their perfection // Marketing in Russia and abroad. 2013. - 1-2.
2. Bagiev G.L., Taracevitch V.M., Ann H. Marketing: textbook for high schools. Saint Petersburg, 2006.
4. Kozhevnikov N.N., Borisov Y.I., Zubkova A.G. Bases of crisis management by the enterprises: the manual for students of higher educational institutions M., 2005.


Retail distribution networks in the market of household appliances of Vladivostok
Nikulina T.A., Lecturer in Marketing , ommerce and logistics Department of
Far Eastern Federal University, Vladivostok, e-mail:

Objective regularity of development of the consumer market is growth of a share of the network trading companies in retail trade. The network trading companies play a significant role as well in the market of household appliances and electronics. In article classification of retail trade enterprises and retail distribution networks on the market of household appliances of Vladivostok is given. Also in work the characteristic of retail distribution networks in the market of household appliances of Vladivostok is presented.

Keywords: market of household appliances and electronics, retail distribution networks

1. Site company Eldorado [Electronic resource]. URL:
2. Site company V-laser [Electronic resource]. URL:
3. Site company Dmtchnica [Electronic resource]. URL:
4. Site company Technics spectrum [Electronic resource]. URL:
5. Site company 516 [Electronic resource]. URL:
6. Site company Doublegis [Electronic resource]. URL:


Selling slogans
Benija M. I., The business trainer, coach, AMT-CONSULTING of groups,

The article analyzes The advertising impact on the consumer through slogans image and slogans-flattery. Data are presented of a study in the Moscow advertising firm. The conclusion is made about the irrationality of perception of advertising of the customer.
Keywords: advertising impact, slogan, image, flattery, efficiency, consumption, manipulation, advertising text, comfort, motive, market, mass media.

1. Adler A. The science of living M.: Direct-Media, 2008.
2. Aksenova K.A. Advertising and promotional activities: the abstract of lectures / K.A. Aksenova. - M.: The prior, 2005.
3. Bekhterev, In. M. Suggestion and its role in the public life of Moscow: Science, 1994.
4. Borodin, In. The red book of the Russian advertising. Moscow.:Rclmfrumsrvis, 2000.
5. Garifullin I A, P. Dangerous psychological traps. The social ills of our time. M.: Phoenix, 2005.
6. Gurevich, P.S. Advertising psychology: a historical and analytical and philosophical content of: a training manual. Rostov n/D: Phoenix, 2009.
7. Gurevich, P.S. Advertising psychology: a textbook for stud. universities. M.: UNITY-DANA, 2005.
8. Gurevich, P.S. Psychology: textbook. M.: UNITY-DANA, 2004.
9. The Distance, In. The dictionary. M.: The citadel, 1998.
10. Denison D., Toby, L. Textbook on advertising. Minsk: the Modern word, 1997.
11. Dotsenko, E. L. The psychology of manipulation: phenomena, mechanisms and protection. M.: ChR, Publishing house of Moscow state University, 1997
12. Kretschmer, E. On ..: Peter, 2003.
13. Lebedev-Lyubimov, A.. The psychology of advertising. St. Petersburg: Piter, 2002.
14. Olport, Str. Functional autonomy ..: Peter, 2004.
15. Burke, E. Modern advertising. Theory and practice. Rostov-on-don: Phoenix, 2003.
16. The psychology of advertising. (advertising, NLP and the 25-Th frame). M.: LLC Berator, 2003.
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18. Feofanov About. Advertising. New technologies in Russia. SPb.: Peter, 2000.
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20. Harris, R. Psychology of mass communication. 4-th international edition. St. Petersburg: the PRIME-EVROZNAK, Neva river; M.: OLMA-PRESS, 2002.

About some modern tools of product promotion
Pashutin S.B., Dr.Sci.Biol., e-mail:

Consider such modern popular tools of product promotion as product placement and sponsorship. Article includes a lot of implementation examples of different products promotion in abroad and in Russia on the base of considering tools.
Keywords: marketing, product promotion, product placement, sponsorship, advertising, brend, celebrity persons, advertising agency, ethical mentality.



Achieving the competitive advantages on the base of business travel cost management
Salakhutdinov V.N., CEO at American Express Bank LLC, Country Manager of American Express in Russia

In article results of the research first in Russia in the field of business trips and the corporate expenses, spent by company Ernst and Young by request of American Express are considered. Heads of the large companies conducting activity in territory of the Russian Federation have taken part In it. Research reflects opinion of professional heads on prospects of the Russian business, a role of business travel in its development and the approach to optimisation of corporate expenses. Also in article the comparative analysis of tools of optimisation existing for today in the field of business tourism is resulted.
Keywords:Business Travel Account, corporate expenses, corporate credit account, business travel, business travel agency, control over expenses

1. Survey on business travel and corporate expenses optimization, conducted by Ernst&Young for American Express. Moscow 2012.
2. Business Travel: A Catalyst for Economic Performance. World Travel & Tourism Council, 2011.


Trends in marketing communications of the Russian online sites
Pihtina I.N., PhD, docent to chair Management and information technology in the economy The Smolensk Brunch of National Research University Moscow Power Engineering Institute, e-mail:
Klinkova D.V., student of The Smolensk Brunch of National Research University Moscow Power Engineering Institute, e-mail:

Internet promotes the development of the global market and provides the accession of new buyers and sellers. Advertising on the Internet is becoming an increasingly popular way to express themselves and their products. The network offers its users a variety of species. The article provides a list of the most expensive of the world and Russian online sites, and also the budgets of regional advertising campaigns. Found that, despite the lag in the Russian market of e-commerce develop all forms of communication and confirmed by global trends and strategies to promote the growth of advertising activity. Identified and features of the development and implementation of strategies to promote Russian advertisers, including regional.
Keywords: communication, the concept of individual marketing, online resource, brand advertising, website, search engine optimization, banner advertising, online site, latent advertising, contextual advertising, PR-campaign, Rich media, Flash, and JavaScript.

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3. Rich-banners: a new medicine from banner blindness. - Access mode:
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5. The most expensive advertising platforms on the Internet. Access mode: http://URL:
6. "Yandexs" fantastic income growth. Access mode: http:// /advertiser/markets/2716.html
7. Russian context in 2010 - half a billion dollars. Access mode: http://
8. Spending on online advertising will continue to grow in double digits. Access mode: https: // www. / advertiser / markets / 2686. html
9. What is the most effective advertising. Access mode: http: //
10. Using different types of Internet marketing. Access mode: http://www.


Marketing of territory: the strategy of small business development
Golubkova E.N., professor, Department of Marketing Plekhanov Russian University of Economics, e-mail:
Sidorchuk R.R., Ph.D., associate Professor, Department of Marketing Plekhanov Russian University of Economics, e-mail:

This article discusses some aspects of regional marketing. Highlighted the role of small businesses in developing areas. Consider the methodology of strategic development of small businesses across industries at the municipal level.
Keywords: Marketing area, regional marketing, city marketing, marketing strategies, small business, SME, SWOT-analysis, strategies.

1. The state-of-the-art review of the most attractive directions of the innovative development acting as factors of growth of business activity of the small and average enterprises of the Chelyabinsk area in modern conditions / A.V.Shishkin, R.R.Sidorchuk, T.V.Murtazalieva, L.A.Safarova. - : Plekhanov Russian University of Economics, 2010
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3. Golubkova E.N., Sidorchuk R.R. Features of use of a modern paradigm of marketing at the enterprises of a small-scale business in the conditions of the non-uniform market//Practical marketing. 2012. 11 (189). . 3539.
4. Golubkova E.N., Sidorchuk R.R. Research of a condition, problems and tendencies of development of small and average business in municipal unions in Sverdlovsk area. ., 2012. Dp. in 14.11.2012, 417-2012.
5. Kotler F., Berger R., Bikchff N. Strategic management on Kotler. The best receptions and methods. - : Alpina Publisher, 2012. . 41.
6. Makarenko S.N., Tkachenko J.G. Features of regional marketing//News of Southern federal university. Engineering science. 2003. . 30. 1. . 159163.
7. Pavlov K.V., Andreeva I.G. SWOT -analysis of small business as a condition of working out of scenarios of development of economy of region//Regional economy: the theory and practice. 2009. 17. . 27.
8. Repev A.P. Poverty SWOT [Electronic resource]. URL: (reference date: 12.05.2013).
9. Sachuk T.V. Behaviour of consumers in territorial marketing. - Petrozavodsk: the Karelian centre of science of the Russian Academy of Sciences, 2005. . 34.
10. Sidorchuk R.R. Marketing management of business activity of the enterprises of small and average business: the monography. . : Sputnic +, 2012. 237 .
11. Sidorchuk R.R. Bases of administrative consultation. The marketing approach. . : Sputnic +, 2009. 220 .
12. Sidorchuk R.R. Marketing influence on business activity of a small enterprise//the Theory and social development practice (scientific magazine). 2012. 6. . 176179.
13. Sidorchuk R.R. Problems, problems and barriers of small business in the course of modernisation of the Russian economy//Creative economy. 2012. 5. . 96101.
14. Shishkin A.V. Regional marketing: formation and functioning problems//Modern problems of science and education. 2006. 1. . 107108.

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:
Stepanycheva E.V., Candidate of Economics, Senior Lecturer of the Staff Management and Marketing Department of Tambov State University named after G.R. Derzhavin,

1. Abysheva Yu.Yu. Various Target Groups in One Programme as a Source of Conflict (on the example of promoting the idea of a capital city in Nizhniy Novgorod // Nizhniy Novgorod in the historical and cultural tradition of Russia: Materials of IV international scientific and practical conference on regional culture (22 September 2004). Nizhniy Novgorod, 2005. P. 66-72.
2. Adorno T. The Authoritarian Personality. M., 2001. 312 pp.
3. Antsiferov N.P. St. Petersburgs Soul. SPb., 2004.
4. Groshev I.V., Krasnoslobodtsev A.A. System Brand-Management. M. UNITY-DANA, 2012.
5. Dmitrievskaya N.F. The Image of the City as a Social Phenomenon. SPb.: Peter, 1999.
6. Kirillova N.B. Media culture: from modern to postmodern. M., 2005.
7. Kiryunin A.E. The Image of the Region as an Interiorization of Culture. M.: Eksmo-Press, 2000.
8. Kondratyev E.V., Abramov R.N. Public Relations. M.: Academic project, 2008.
9. Korshunov G.P. Myth // Sociology: Encyclopedia. Mn., 2003. P. 571-573.
10. Kravchenko S.A. Folklore // Sociological Encyclopedic Russian-English Dictionary. M., 2004.
11. Legends and Stories of Nizhniy Novgorod Land: tutorial. Nizhniy Novgorod, 2001.
12. Myers D. Social Psychology. SPb., 1998.
13. Nelson T. The Psychology of Prejudice. The Secrets of patterns of thinking, perception and behavior. SPb., 2003. 238 pp.
14. Pankrukhin A.P. Municipal Management: marketing of theories. M., 2012.
15. Ravinskiy D.K. City Mythology // Contemporary City Folklore. M., 2003. P. 412-445.
16. Razumova I.A. Non-fabulous prose of a Provincial Town // Contemporary City Folklore. M., 2003.
P. 567-604.

Branding of territory: problems and contradictions
Vazhenina I.S., Institute of economy of the Ural branch of the Russian Academy of Sciences. The leading research assistant, the Doctor of Economics, the senior lecturer,

In article the essence of branding of the territory is analyzed. Author's definition of a brand of territory is formulated. Problems and contradictions of modern branding of territories of the Russian Federation are considered.
Keywords: Image of the territory, reputation of the territory, territorys brand, branding of territory

1. Vazhenina I.S. Territory brand: essence and formations problems//Marketing in Russia and abroad. 2012 . No. 2. Page 34-42.
2. Vazhenina I.S. Vazhenin S.G. Image, reputation and territorys brand//EKO.2008. Page 3-16.
3. Vazhenina I.S. Formation of image and reputation of the territory: main technologies and tools//National interests: priorities and safety. 2011 . No. 20. Page 6-14.
4. As brand the cities URL:
5. As advertize the countries URL:
6. Kotler F. Asplund K. Rhine And. Haider D. Marketing of places. - The Stockholm school of economy in St. Petersburg, 2005.
7. To Mikhail Yurevich suggested to make move of the brand. URL:
8. About a brand of the Omsk region firsthand. URL:
9. Pankrukhin A. Marketing of territories: Russian break//NEWS EXPO. 2012 . No. 4.
10. Pankrukhin A., Ignatyev S. Image of the country: paradigm change. Views from Canada, Russia, Great Britain and Latvia//the Corporate imidzhelogiya. 2008 . No. 2. URL:
11. Program of development of a brand of the Omsk region. URL:
12. Founders "brand-paw" in Omsk answered misunderstanding of the governor. URL:


Formation of marketing strategy of sanatorium-and-spa services
Nalcadzhi .., Ph.d., Associate Professor of management and marketing the Kabardino-Balkarian State University, H. M. Berbekov ", e-mail:
Bezrokova Z.., marketing manager of Hotel Chaika, e-mail:
In the article the problems of forming strategies promote spa services. The main aims and objectives of promotion of spa services. Address brand positioning sanatorium-resort Center. Presents the results of a study of the competitive forces operating at the Spa of the CBD on the basis of the five competition forces model . Porter.
Keywords: Strategy, promotion, spa services, brand positioning, competitive advantage

1. Armstrong, G., Kotler, F. Introduction to marketing. M.: OOO "I.d. Williams", 2007. -832s.
2. Porter M Competitive Strategy: Technigues for Analyzing Industries and Competitors - M. Alpina Publisher, 2011.


Marketing evaluation of a joint innovative educational product in the context of the cluster
Bolshakov N..., Doctor of Economics, Professor, Honourary President, Syktyvkar Forest Institute (branch) of the federal state government-financed educational institution of higher vocational training Saint-Petersburg state forest technical university named after S.M. Kirov, e-mail:
Zhideleva V.V., Doctor of Economics, Professor, Syktyvkar Forest Institute (branch) of the federal state government-financed educational institution of higher vocational training Saint-Petersburg state forest technical university named after S.M. Kirov,e-mail:

The article is devoted to the problem of consumer choice of a joint innovative educational clusters product with the high added value in forestry issues. Marketing approaches of the consumer choice, as well as the structure of innovative educational product and its value-conscious consumer effects, basic principles and targets in innovative product creation, complex functions of the innovative cluster are considered. A model of joint consumer value of the innovative educational product is suggested.
Keywords: structure of a joint innovative educational product, forest cluster, value-conscious consumer effects, model of evaluation of a perceptible value of the innovative product, consumer choice of an educational product.

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Estimation of marketing activities effectiveness of forwarding company in the context of transactional costs theory
Botnaryuk M. V., Docent, Candidate of economic science, department of Economy and management Admiral Ushakov state maritime university,
e-mail: mia

Base notions, as well as peculiarities of organization of effective marketing activity of forwarding company are considered in the article. The matrix of estimation of organization effective marketing activity which will give the opportunity to study marketing costs in detail is offered.
Keywords: forwarding company, transactional costs, marketing activity

1. Golubkov E.P. Marketing investigations: theory, methodology and practice. Textbook. 3-th edition re-work and suppl.M.: Finpress, 2003. 496 p.
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A new record was set by the retailers in the first quarter of 2013
Fedyakov I.V., INFOLine Director General, e-mail:

In 2013 the market of hypermarkets expects a gain on 140 objects
Burmistrov M.B., INFOLine- Analytics Director General, e-mail:

Digital signage - the weapon of restaurant business
Zviozdnaya M.A., marketing Specialist RESTindoor, e-mail: m.zviozdnaya@gmail.com1

The strong analytics will rescue brands
Belyanskaya O.Y., News Factory pr-agency, general director, e-mail:


Interview with Alexander Yakovlev - business director of Microsoft Advertising Russia

Keywords: MSN, Advertising on the Internet, Windows 8, rowser IE10, Sbrbn.

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