Contents of N1/2014

all contents

CONTENTS:

MARKETING RESEARCH

Interest in electric vehicles held back by perceived lack of direct personal benefits
Stetsenko Y.V., Marketing & Communications Manager, GfK Rus, e-mail: Yulia.Stetsenko@gfk.com

The article contains the results of a GfK SE international research survey on the attitude towards electric vehicles, which was conducted in China, Japan, France, Spain, Russia and the United States in the beginning of 2013. The results of the survey show that the readiness to buy an electric vehicle is relatively high in all the countries, where the survey was conducted, with Japan and Russia being the leaders. Chinese are less interested because of the price and reliability. The consumers who plan to buy a luxury car brand are more open to the consideration of an electric vehicle.
Keywords: research, electric vehicles, automotive

Marketing research of consumer demand on the functional products by the example of Saratov city
Nepovinnykh N.V., Saratov State Agrarian University named after N.I. Vavilov, Candidate of Technical Sciences,associate Professor of the chair oftechnology of meat and dairy products, e-mail nnepovinnykh@yandex.ru

The attitude of the population the cite of Saratov to the use of the functional products based on cottage cheese whey and curd products, containing dietary fibres was studied.
Keywords: consumer preference analysis, cottage cheese whey, dietary fibres.

Sources
1. Hramtsov, A.G. Phenomenon of cheese whey / A.G. Hramtsov. - St. Petersburg Profession, 2012.
2. Prosekov, A.Y. Gel -based drinks of hydrolyzed cheese whey / A.Y. Prosekov , S.G. Kozlov, I.I. Murugova // Beer and Beverage. 2004. 4. P. 76.
3. Krupin, A.V. Development of technology for production of secondary raw milk drinks / A.V. Krupin, L.A. Ostroumov, I.S. Razumnikova // Advances in science and technology APC. 2009. 7. PP. 64 65.
4. Nepovinnykh, N.V. Improvement of technology oxygen cocktail / N.V. Nepovinnykh, V.N. Grosheva, N.M. Ptichkina // Engineering and technology of food production. 2013. 3. PP.4144.
5. GOST R 52349-2005. Foodstuffs. Functional food. Terms and definitions. M.: Standartiform, 2005.
6. Ptichkin, I.I. Dietary polysaccharides: structural and functional levels / I.I. Ptichkin, N.M. Ptichkina. - Printing number 6, Saratov, 2012.
7. Gabinskay, O.S. Theoretical and practical approaches to assessing the competitiveness of drinks based on consumer preferences: Dis . ... Doctor . tehn. Sciences. Kemerovo, 2012.
8.Tereschuk, L.V. Market research of vegetable oils (city of Kemerovo) / L.V. Tereshchuk, S.R. Tsaregorodtseva // Practical Marketing. 2006. 12. PP. 35 38.
9. Drapkina, G.S. Consumer valuation drinks therapeutic and prophylactic action on the example of Kemerovo / G.S. Drapkina, S.N. Kravchenko, M.A. Postolova // Marketing in Russia and Abroad. 2007. 2. PP. 5963 .
10. Shkolnikova, M.N. Study of the real and potential consumers of soft balms Biysk / M.N. Shkolnikova, E.V. Averianova, I.V. Shcheglova // Marketing in Russia and Abroad. 2007. 5. PP. 1528.
11. Drapkina, G.S. Analysis of consumer behavior in the market fortified foods / G.S. Drapkina, S.N. Kravchenko, M.A. Postolova // Marketing in Russia and Abroad. 2008. - 4. PP. 122125
12. Popov, A.M. Market extracts and enriched their products ( Novokuznetsk ) / A.M. Popov, S.N. Kravchenko, O.V. Elkina // Practical Marketing. 2009. 3. PP. 3134.
13. Kozlova, N.I. Marketing research consumer preference for drinks with antioxidant properties/ N.I. Kozlova, M.N. Shkolnikova // Marketing in Russia and Abroad. - 2009. - 5. PP. 1826.

 

DISTRIBUTION CHANNELS

How to sell after the first selling
Rjabov A.G., Moscow State Regional Institute for the Humanities (MGOGI), Associate Professor, PhD, a business consultant and a founder of the consulting agency "Sky-consult", a marketing consultant and building effective business systems,e-mail: Ferrum1984@mail.ru
Babayev V.R., A business consultant and a founder of the consulting agency "Sky-consult" sales and negotiations coach, e-mail: vitaly.babaev@yandex.ru

This article is devoted both to the basis of the first- and after- selling and to the technics to do them the best. The most important for it are the so basic terms as the learning of a clients portrait and his need, the appearance of motivation and the positioning, and only after it the technics of cross-sell, up-sell and selling after the first selling. Only this kind of business gets a competitive edge.
Keywords: Loyal customer, repeat sales, sales psychology, marketing, technology of repeat sales

Sources
1. W. Chan Kim Renee Mauborgne How to Create Uncontested Market Space and Make the Competition Irrelevant, 2005.
2. J. Wumek, D. Johnes Lean production, 2005.
3. BrianSolis. Change: LessonsonWhat'sNext. Entrepreneur. 2010. December 31.
4. TrautJ. Be differentiated or die. SPb.: Peter, 2006.
5. Levitas.Bolshe of money from your business: the latent methods of increase in profit. SPb.: Peter, 2008.
6. Materials of trainings on NLP and psychology of sales from A.Verjutina and D.Novoseltsev. SPb., 2012.
7. Abraham J. Think as the genius of marketing. . 2. 2011. Video:
8. NLP. Robert Dilts. System thinking and application NLP in business.
9. Veryutin. Master-klass Construction non-competitive businesses and negotiations in Moscow in January, 2013

 

MARKETING COMMUNICATIONS

Analysis of marketing communications on the exhibition market
Kostrova S.V., 5-year student, Moscow State University of Instrument Engineering and Informatics, e-mail: skostrova@yandex.ru
Fedorova O.V., Candidate of Economic Sciences Department "Commerce and Marketing Research ", Moscow State University of Instrument Engineering and Informatics,
e-mail: svistunovaov@mail.ru

The article presents the results of the analysis of marketing communications Development Association of Medical Information Technology, aimed at visitors and exhibitors of an annual international exhibition MedSoft.
Keywords: marketing communications, marketing complex, direct marketing, advertising, sales promotion, PR, exhibition activities, segmentation, visitor's profile, the profile of the exhibitors, the exhibitor.

Sources
1. N. Alexandrova, E. Sorokin, I. Filonenko Exhibition management. Toolkit. Rostov- N / A : Expert Bureau , 2001. 212.
2. Gusev EB Prokudin VA Salashchenko AG Exhibition activity in Russia and abroad: Study guide . M.: Dashkov K. 2004.
3. F. Kotler Marketing Management / Translated from English. St. Petersburg. : Peter, 2002.
4. Petelin VG Exhibition management : technologies and know-how. M.: IPKIR 2002.
5. Strovsky LE, ED Frolov and other basics of exhibition activity - Textbook. benefits. for universities. M: Unity - Dana, 2005.
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Research of competitive market of exhibition services
Simonov K.V., Cand.Econ.Sci., MBA, chief manager of RLP-Yarmarka Ltd., e-mail: kirill@legpromexpo.ru

The research of the competitive market of exhibitions and fairs regularities is carried out. Market segmentation on the product specialization, geographical binding, and also from the point of view of exposhows purposes and aims is fulfilled. Competition levels and competing groups of exhibitions are defined. Competitive strategy of pricing in exhibition business are stated. Competitive purposes and strategies of expobusiness are discussed. Models of competitive actions and strategies of innovative behavior of expobusiness are considered. The types of expobusiness reactions on competitive attacks are described.
Keywords: exhibition services, exhibitions, expobusiness, competition, market

Sources
1. Exhibition and fair activity. Terms and definitions. GOST P 53103-2008. M.: Standartinform, 2009.
2. Kotler F. Marketing management. Peter Come. 2003.
3. Novikov V. S. Innovations in tourism. M.: I Academy, 2007.
4. Simonov K.V. Expoactivities today: business conditions and administrative technologies. M.: INFRA-M Research Center, 2014.

Interactive technology as a main factor in promoting the brand of the University
Ponomarenko Yu.S., Ph.D., assistant professor of marketing and economic theory, Penza State University of Architecture and Construction, e-mail: jul200707@mail.ru
Zubrilina E.A., student, Penza State University of Architecture and Construction,e-mail: elena_zubrilina93@rambler.ru

One of the main features of the educational services market today is the growing competition of higher educational institutions for attraction of potential students. It is necessary to form their own identification system of the educational institution that will point to the uniqueness of the University. This and other problems of marketing of an educational institution is intended to solve the branding of the University, one of the most effective instruments of which is the use of interactive technologies in brand promotion of the University.
Keywords: interactive technology, the brand of the university, web office, SEO analytics, social networks

Sources
1. Gvozdenko A.N. Russian economic universities: the image or market share? // Marketing in Russia and abroad. 2011 2. C.116-119.
2. Groshev I.V., V. Yuriev University as an object branding // Higher education in Russia. 2010 1. C. 23-29.
3. Ovechkin A. Promotion of the brand with the help of Internet marketing: basic tools // Brand management, 2009 2. P.8491
4. Reznik, A., Savenkova, Yu. S. Forming of the program of loyalty as a factor of competitiveness of the University/ Yu. S. Savenkova, G. A. Reznik // prob-lems of management theory and practice. 2009. 2. - C. 8392.
5. Savin A. capture loyalty in social network // Marketing communications, 2011 5. C. 258267.

Sluggishness of Russian medium-sized businesses is the result of brand strategies lack
Tsaregorodtsev A.V., The Head of REALPRO Branding company, Member of European Packaging Design Association, Member of Executive Board of Russian Branding Companies Association, e-mail: info@realpro.ru

Questions of developing business with branding and marketing instruments are raised in the article. Author tells about their influence on current position of Russian medium-sized businesses and proves the importance of brand strategy. On expert`s opinion strategy is a key factor in making your brand strong and competitive. It`s strategy that helps to integrate in market`s map and start non-price competing.
Keywords: Brand, Strategy, Marketing, competition, middle-size business, communication channel.

Sources
1. Association Of Russian Branding Companies [Electronic resource] / Association Of Russian Branding Companies -Available at: http://russianbranding.ru/
2. Branding company REALPRO [Electronic resource] / About company Available at: http://www.realpro.ru/about
3. Branding company REALPRO [Electronic resource] / Branding company REALPRO - Available at: http://www.realpro.ru
4. InEcA-consulting [Electronic resource] / Ecological compatibility as a platform for innovations. Eco-Bulletin InEcA: Archive: 6 (131): ECOTECHNOLOGIES - Available at: http://ineca.ru/?dr=bulletin/arhiv/0131&pg=012
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6. LLC The very juice Kuzbas [Electronic resource] / Alexey Tsaregorodtsev The journal The very juice Novokuznetsk - Available at: http://www.samsok.ru/portrets/tzaregorodtcev.htm
7. Sostav.ru [Electronic resource] / Branding company REALPRO Business-blogs Sostav.ru - Available at: http://www.sostav.ru/blogs/49173/
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11. Sostav.ru [Electronic resource] / REALPRO shows Care | Advertising Marketing PR - SOSTAV.RU - Available at: http://www.sostav.ru/publication/realpro-sozdala-brend-soka-zabota-7472.html
12. AdMe.ru [Electronic resource] / site about creativity. Advertising, design, photography, art - Available at: http://www.adme.ru/
13. LiveJournal [Electronic resource] / Branding company REALPRO - Available at: http://realpro.livejournal.com/
14. Youtube. The program Business and career [Electronic resource] / TV program about branding with Alexey Tsaregorodtsev, REALPRO. YouTube - Available at: http://bit.ly/1avDYGU

Cultural values in marketing communication appeals: focused on Russian TV advertising
Rakova O.V., Master of Humanities (Advertisement and Promotion) Associate Researcher, DAEHAN A&C, R&D Center, e-mail: oxana@daehananc.com
Baek Jee Hee, Ph.D, Technological Advisor/Professor of Hongik University Depute Manager, DAEHAN A&C, R&D Center, e-mail: jeehee@daehananc.com

Despite the fact that cultural research in advertising is gradually increasing, only a few studies about Russian advertising have been conducted. The purpose of this study is to analyze how cultural characteristics are reflected in TV advertising. The study was also done to determine if cultural values varied between product categories.
Keywords: Marketing Communication, TV Advertising/Commercial, Russian Advertising, Cultural Values, Content Analysis.

Sources
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Shop sign of a childrens specialized shop as a type of outdoor advertising
Danilova A.P., student ofthe 4th yearina branchOmGPUTara,e-mail: alenchik_dan@mail.ru
Bahmat N.V.,Art. Lecturer, Department of Mathematics and Economics branch OmGPU in Tara, e-mail: nwbachmat@mail.ru

Marketing research of shop signs on children's specialized shops in Tara town Omsk region as a special type of outdoor advertising has been carried out and the results are presented in this article. In particular shop signs advertising and information functions and degree of its fulfillment in the conditions of a small town are analyzed. The detailed description of the research is provided as well as its main results. Shop sign quality of conformance to criteria of dressing and location is determined.
Keywords: outdoor advertising, a small town, children's specialized shop, marketing observation.

Sources
1. Analytical report 1 half-year 2011 of News Outdoor Electronic resource. URL: http://www.newsoutdoor.ru (address date: 03.04.2013).
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BRANCH MARKETING

Marketing decisions of milk-processing companies: novations, risks
Gubanov R.S., candidate of economic Sciences, associate Professor of Department of finances and credit, Branch of a Private institution of higher education Moscow University named by S.Y. Witte in the city of Ryazan, e-mail: gubanof@mail.ru

The article discusses the topical issues of the implementation of the marketing activities of modern milk processing companies in the conditions of innovative economy in Russia. On the basis of revealed the role of Australia in the export and import of dairy products have been studied and generalized her experience in the field of innovations on the market of milk. Proposed approach to the introduction of innovative marketing solutions in the milk-processing companies with due account for risk.
Keywords: marketing, marketing decisions, company, risks, innovations, economy, milk processing company

Sources
1. VikentyevG. Marketing management model develops high-tech goods // Marketing. 2013 1 (Jan.- Feb.) . 63.
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MARKETING OF TERRITORY

ompetitive purposes and advantages, image and reputation of territories: sociological and marketing analysis
Vazhenina I.S., Doctor of Economics, leading research assistant, Institute of economy of the Ural branch of the Russian Academy of Sciences, -mail: isvazhenina@mail.ru
Vazhenin S.G., Cand.Econ.Sci., the head of the Center of competitive policy of region, Institute of Economy of the Ural branch of the Russian Academy of Science,
-mail: svazhenin@mail.ru

Due to the aggravation of the territorial competition need of identification of the competitive purposes and advantages of territories increases. Besides importance of definition of an optimum complex of instruments of formation of positive reputation and attractive image of territories increases. In article on the basis of the sociological and marketing analysis features and contradictions of process of formation of competitive advantages and image and reputation transformations of territories of the Russian Federation are investigated.
Keywords: territorial competition, competitive purposes of the territories, competitive advantages of territories, image of the territory, reputation of the territory

Sources
1. Vazhenin S.G. Mobility of the companies in competitive economy//EKO. 2013. 4. Page 134-138.
2. Vazhenin S.G., Sukhih V. V. Architecture of trust in economy//the Magazine of the economic theory. 2010. 3. Page 22-34.
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INTERNET-MARKETING

Researching internet-activities of Magnitogorsk city on regional information market
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
Lirv Y.., candidate of pedagogical sciences, senior lecturer in economics and marketing, GOU VPO Magnitogorsk State Technical University. GI Nosov,
e-mail: lavrenty_p@mail.ru

In article is described study regional network market of information, is given feature existing at present player this market, is given feature types of information, spread through network facility. Besides, is organized competitive analysis the most largest network resource of Magnitogorsk, is revealled defect, inherent network information carrier.
Keywords: regional network facility, types of information, analysis of competitors.

Sources
1. Kamashova R, Rybakov A, Chupryakova A. Marketing research broadcast advertisement : articles All Russian sciens and practice conference / edited by Keba V.I. Magnitogorsk: GOU VPO MGTU named Nosov G.I.
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Concept and significance of complex internet marketing for companies activities
Danchenok L.A., Doctor of Economics, Professor, Director of the Institute of Management Moscow State University Economics, Statistics and Informatics ( MESI ),
e-mail: ldanchenok@mesi.ru
Deynekin T.V., Candidate of Economics, Associate Professor of Marketing and CommerceMoscow State University Economics, Statistics and Informatics ( MESI ),
e-mail: tihon@deynekin.ru

In today's economy the Internet has become a major channel of interaction of buyers and sellers of goods and services. The most effective approach of this interaction is the integrated use of internet marketing tools. The value of the concept of integrated online marketing and we have tried to uncover in this paper.
Keywords: Internet, marketing mix, advertising

Sources
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6. Churchill , G., T. Brown Marketing Research . 5th ed . / Per. From English. ed. GL Bagiyeva . St. Petersburg. : Peter , 2010 .
7. Marketing notes : a practical course on Russian examples / [Danchenok L.A. Dejnekin T.V. , Zotov V.V. Kuchugin , N.L. Shmelev N.A.], ed . L.A. Danchenok . Moscow: OOO " Market DS Corporation".
8. Chumikov A.N., Bocharov M.P. Public Relations: Theory and Practice: the textbook / A.N. Chumikov, M.P. Bocharov 6th ed . Moscow: Publishing House "Delo" ANH, 2010 . 23-30 s.
9. Danchenok L.A., E.S. Denisova , Nevostruev P.Y. Innovative marketing techniques in the transformation of consumer behavior [text]/ Danchenok L.A., E.S. Denisova , Nevostruev P.Y. / / Economic Sciences . 2008. 46. S. 216-218
10. Social Media Marketing . Internet marketing communications : Textbook / [Tikhomirov V.P., Tikhomirov N.V., Danchenok L.A., Nevostruev P.Y., Laskovets L.V., Mkhitaryan S.V., Netesova A.V., Evdokimchik A.I., Deynekin T.V.], ed . L.A. Danchenok . St.Petersburg. : Peter , 2013. 23-25 s.
11. Catalog of programs [electronic resource] / Admitad. GmbH., 2013. Mode of access : https://www.admitad.com/ru/webmaster/offers/
12. The ROI from Marketing to Existing Online Customers / Adobe Systems Incorporated. USA., 2012 . Mode of access :
http://success.adobe.com/assets/en/downloads/whitepaper/13926.digital_index_loyal_shoppers_report.pdf

 

SHORT MESSAGES

Students around us. The road to loyalty
Samokhina T.E., 3-year student, Literary Institute, e-mail: totoshkas@bk.ru

The person is influenced or how producers manipulate consumers
Belyanskaya .Y., Freedomart branding company pr-manager, e-mail: info@freedomart.ru

 

DISCUSSION CLUB

Each marketing tool has its particular time
Shkljar T.L., Ph.D. in Economics, General Director of ZAO GRANP polygraph, consultant psychologist, teacher of MIRBIS, e-mail: tlb@mail.ru
Akaemova A.V., The candidate of historical sciences, the senior lecturer of chair of marketing of the Kiev university of management and business, e-mail: angel-a@inbox.ru
Marketing tools are very numerous and diverse. It should be noted that each tool is most effective at a particular time. This article descry best he dependence of the life cycle of good sin Economics and politics from eligible largely marketing tools with the best result can help init promotion.
Keywords: hannel of promotion, dvertising, political advertising, politics, product life cycle
time of advertising influence, management promotion channel, efficiency of advertising

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PUBLICATIONS

List of articles published in journal Marketing in Russia and Abroad in 2013



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