MARKETING THEORY AND METHODOLOGY
Classification and characterization of factors affecting the formation of market conditions
Romanova I.M., professor of chair of marketing, commerce and logistics Far Eastern Federal University, å-mail: email@example.com
Trotsenko A.N. assistant of chair of marketing, commerce and logistics Far Eastern Federal University, å-mail: firstname.lastname@example.org
Different approaches to the classification of the factors influencing the formation of market conditions are systematized in the article.
Keywords: market condition, factors influencing the formation of market conditions, classification factors, analysis of the factors influencing the formation of market conditions, the formation of market condition.
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Managing customer retention
Golubkova E.N., professor, Department of Marketing Plekhanov Russian University of Economics, e-mail: email@example.com
This article provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset. The article outlines customer equity's three core strategies-customer acquisition, customer retention, and add-on selling-and the balance among them, and explain how the customer life cycle affects strategy and the marketing mix
Keywords: customer, value, asset, customer acquisition, customer retention, customer life cycle, customer equity management, manage customer portfolios, database management, data analysis, value management..
1. Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas. Customer equity. – Harvard Business Press, 2001.
3. http://en.wikipedia.org/wiki/RFM_ (customer_value)
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Is store personality perception different in different cultures? Comparison of Russian, American and Chinese store personality traits
Rakova O.V., Master of Humanities (Advertisement and Promotion) Associate Researcher, DAEHAN A&C, R&D Center, e-mail: firstname.lastname@example.org
Baek Jee Hee, Ph.D, Technological Advisor/Professor of Hongik University Depute Manager, DAEHAN A&C, R&D Center, e-mail: email@example.com
Kim Eun Jeong, Master of Arts (Advertisement Design), Senior Researcher, DAEHAN A&C, R&D Center, e-mail: firstname.lastname@example.org
Park Jea Yong, Master of Humanities (Journalism & Mass Communication), Senior Researcher, DAEHAN A&C, R&D Center, e-mail: email@example.com
To win in an increasingly competitive market many marketing managers struggle to understand consumer's store selection process. While the past marketers use store attribute such as a price, service, store size, the present marketers started to use store personality which is a symbolic and emotional mean of differentiation. But despite the fact that research about store in marketing is gradually increasing, only few studies about store personality have been conducted. This research, firstly, develops a theoretical framework of the store personality. Secondly, it suggests that the symbolic meaning of commercial store (store personality) can represent the values and beliefs of a culture, investigates the important differences of the store personality traits across three cultures (Russia, USA and China).
Keywords: Traditional Retail, Store Personality, Cross-cultural Differences, International Marketing, International Branding
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12. Shu-Chuan Chu & Yongjun Sung (2011). Brand Personality Dimensions in China // Journal of Marketing Communications, 17 (3). Pp. 163–181.
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Goodwill as a factor in increasing the logistics system efficiency of industrialenterprise
Pleshchenko V.I, Ph.D. in Economics, FSUE «Goznak», Head of department, e-mail: firstname.lastname@example.org
In modern conditions the role of reputation in building financial and economic indicators of the company, bringing its market sustainability and efficiency of logistics system of the enterprise is enhanced. The article analyses the difficulties associated with determining the true contribution of this factor in the result of the company, and based on the ambiguity of the existing methods of valuation of business reputation (goodwill). Also indicates that, over time, growth of economic benefit from the reputation of the steadily decreasing, despite the sustained growth of the company's corporate image.
Keywords: trade logistics, trade and purchase activities, logistics, production, business reputation, performance, assessment of goodwill.
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Advertising through the prism of three Vienna schools
Shklyar T.L.,General Director of ZAO «GRANP polygraph, consultant psychologist, teacher of MIRBIS, e-mail: email@example.com
Everything is moving forward, nothing stands still. The author of this article offers a new look at the ads through the prism of three Vienna schools of psychoanalysis. Here are frequently used motifs, as well as completely new. Be a step ahead and use new tools when creating advertising.
Keywords: Advertising, psychology of advertising, consumer motivation, tool of advertising, consumer behaviour
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The contradictions of the discount coupons market in the Internet
Mushketova N.S., Ph.D., Associate Professor of the Chair «Marketing and Advertising» Volgograd State University, e-mail: firstname.lastname@example.org
Kamneva E.O., master's degree in "Management" - "Marketing" Volgograd State University, e-mail: Kamneva11@mail.ru
The article discusses the problems and contradictions of promoting products and services on the Internet using the coupon, also describes the terms of interaction between the participants of the coupon market and examines the effectiveness of such participation for each side.
Keywords: Internet promotion, collective buying website, discount coupons, online interaction, the effectiveness of the deal parties.
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The role of the exhibition in the promotion of company
Belyakova N.A., assistant Director of the Center for Business Development consultation "Cause", e-mail: email@example.com
Galiguzova E.V., managing partner of the Center of consultation Business Development "Cause", e-mail: firstname.lastname@example.org
Exhibition activity is currently one of the factors promoting the company in the market and an important area of international cooperation. With its multi-function value, it allows for a communicative, tsenoobrazovatelnuyu, marketing and trade policy of the enterprise. Therefore, the competent organization of exhibition activity and teamwork of the stand staff should not only be a powerful means of image formation, the delivery of products / services, but also to attract and hold the attention of potential customers.
Keywords: b2b-market services, promotional tool, exposure, communication, competence, training, marketing action
1. Akulich I.L. Fairs and exhibitions as a marketing tool [electronic resource] URL: http://www.0zn.ru/reklama_i_pr/yarmarki_i_vystavki_kak_instrument.html
2. Exhibitions: Problems, Prospects and recommendations [electronic resource] URL: http://www.pta-expo.ru/automation/marketing/m2.htm
3. Sereda O.V. The role of exhibition services in a time of globalization and innovation development of the world economy [electronic resource] URL: http://elibrary.ru/item.asp?id=17734315
Actualization of cargo operators benchmarking on the market of railway transportation in Russia
Bondarenko V.A., doctor of Economics, associate Professor of marketing and advertising department in Rostov state economic University, e-mail: VikoDiver@yandex.ru
Guzenko N.V., candidate of economic Sciences, inspector of the Department of graduate and doctoral studiesin Rostov state economic University, e-mail: email@example.com
The authors in the article actualize the necessity of benchmarking tools use in Russian rail freight traffic operators’ activity in comparison with the European market leaders. This measure comes necessary because of Russia's entry into the WTO and, as consequence, growth of competition in this sphere. The improvement of customer focus in transportation of cargoes increases marketing tools use in rail companies business.
Keywords: benchmarking, cargo transportation, ranking, operator, customer focus
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MARKETING OF TERRITORY
The competitiveness of the region
Dubova Y.I., Ph.D., associate Professor of the Department ÌÝèÝÒ VSTU,e-mail: Dubovaui@mail.ru
The image of the area helps in attracting investment and residents. The formation of the brand allows us to define the niche of the region and effectively develop in the chosen direction, promoting its own peculiarities.
Keywords: image, region, area, marketing, brand.
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MARKETING FOR NON-PRODUCTIVE SPHERE
Influence of national culture on services qualities of Russian airlines
Rudnev E.A., CandidateofSciencespedagagicheskih, associate Professor, Institute of Continuing Education, Government budget educational institution of higher education in Moscow«Moscow city pedagogical university», e-mail: firstname.lastname@example.org
Organizational and national culture. Influence of culture on human behavior in organizations. Working with passenger - analysis of the pilots and flight attendants behavior on foreign and Russian airlines. Recommendations to improving the quality of service and the efficiency of Russian airlines on the aircraft board.
Keywords: organizational culture, national culture, cultural synergy, airlines, national brand, consumers requirements.
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7. Maylor H., Blackmon K. Researching Business and Management. Palgrave Macmillan, New York, 2005. – 466 p.
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The essence and specific features, principles, functions, goals and tasks of hotel
Baumgarten L.V., candidate of technical Sciences, senior scientific worker., associate Prof. of the chair. Tourism and international business hotel DARKNESS;
In the article analyzed in detail issues concerning the peculiarities and specifics of marketing of hotel services, including the General features of these services in relation to the goods or products; a variety of consumer services to their preferences; the orientation of activity of the majority of the hotels on the client, and not on income; the specifics of services in relation to other services; specific features of the hotel product, as well as the hotel industry. Defines the functions, goals, tasks marketing of hotel services.
Keywords: marketing; hotel; the service; product; specificity; principles; functions; objectives; objectives.
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Can marketing and research become better by design?
Nigel Hollis, The main global analyst Millward Brown
Over the last decade, the importance of design has grown beyond the traditional concept of making an artifact look good to take a more central role in business, academia, and government. At its best, design encompasses form and function, utility and aesthetic appeal.
Keywords: marketing, marketing research, design, utility, consumer, human needs.
1. [Electronic resource].
URL: http://www.millwardbrown.com/Insights/Points OfView/Can_Marketing_and_Research_Become
2. [Electronic resource].
Why is it always volume before price?
Rachel Leaver, Ãëàâà îòäåëà ìàðêåòèíãîâûõ èññëåäîâàíèé, Âåëèêîáðèòàíèÿ, Millward Brown
Josh Samuel, Äèðåêòîð ïî ðàçâèòèþ Brand Equity â Åâðîïå, Millward Brown
Considers pricing decisions based not only on the short-term return. Even when price is considered as a key feed into long-term brand equity, the focus is usually on the impact this future equity will have on volume demand. A whole understanding of the most suitable pricing strategy for a brand can only come with an understanding of the brand’s dual roles: generating volume and supporting a price premium.
Keywords: demand, strategy, volume, price, premium brand, value brand, short-term results, long-term brand investment, brand power.
1. [Electronic resource]. URL:http://www.millwardbrown.com/Insights/PointsOfView/Why_Is_It_Always_Volume_Before_Price/Page1.aspx
2. Gordon Pincott. Brand Equity: What’s Price Got to Do with it? [Ýëåêòðîííûé ðåñóðñ]. URL:http://www.millwardbrown.com/Libraries/MB_POV_Downloads/MillwardBrown_
Researches of Millward Brown Optimor consider ten main factors influencing on growth of brands value.
Keywords: brand, value, customer, technology, brand implications, location, media, reputation, growing markets
1. BrandZ™ Top 100 Most Valuable Global Brands 2012. Millward Brown Optimor [Electronic resource]. URL:http://millwardbrown.com/BrandZ/Top_100_Global_Brands.aspx
2. [Electronic resource]. URL:http://www.millwardbrown.com/BrandZ/Top_100_Global_Brands/Categories/Cross_Category_Trends.aspx
Case study: story of the Zappos.com online store success
Kozintsev I.A., assistant on digital media of the company WDSSPR (Walt Disney Studios Sony Pictures Releasing), e-mail: email@example.com
This case study highlights the role of corporate culture in a customer-oriented company. On the example of online store Zappos, which originally specialized in selling only shoes, but as the time passed the corporate culture of the company somehow became a benchmark and a role model for online businesses. The case also describes the organization of Zappos’s a call center - the main instrument of online sales and one of the key image-maker of the company engaged in online trading.
Keywords: ñorporate culture, success story, marketing, marketing tools, online -commerce, call-centers, human resources.
1. Sew Toni. Delivering happiness. - Ì: Publishing house «Ìànn, Ivanov and Fårbår», 2013.
SPN Ogilvy tops the National communication consultancies rating
Boglaeva Å.V., Business Intelligence Manager, SPN Ogilvy, e-mail: firstname.lastname@example.org
The habit slows the development of high-quality retail
Shanina Å.Î., communications agency Reputacia, e-mail: email@example.com
Situation on the shopping centers market
Belkevich L.Y., INFOLine Analytical Agency PR Director, e-mail: firstname.lastname@example.org
Russian brands improve in quality
Source: research BrandZ™ Top 100 Most Valuable Global Brands 2012. Millward Brown
Books on the marketing, let out in the first half of the year 2013
Limarev P.V., candidate of the economic sciences,senior lecturer in economics and marketing, GOU VPO Magnitogorsk State Technical University. GI Nosov,
Bases of modern international marketing