Contents of N5/2014

all contents

Contents of N5/2014

MARKETING THEORY AND METHODOLOGY

About strategys notion and strategy position in marketing planning
Glubkv .P., HE Doctor of Economics, Honored Worker of Science, Professor, Academy of National Economy and Public Service at the RF President, e-mail: red@dis.ru

Considers different definitions of strategys meaning including the notion of strategy corresponding strategic planning as a whole and strategic marketing planning. Proposed the most full strategies classification with taking in the account different areas of strategy implementation in management and marketing. Concretized the role and place of strategy in strategic and operational planning of marketing.
Keywords: strategy, strategic planning, marketing, strategies classification, strategic marketing plan, operational marketing planning, strategies of marketing mix.

Sources
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2. Ansoff I. Strategic Management. M .: Economy, 1989
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18. Meskon M.H., Albert M., Hedouri F. Basics of management. M .: Delo, 1992 (and future editions).
19. Mintzberg G., Quinn J.B., Ghoshal S. Strategic process. St. Peter., 2001.
20. Mintzberg G., Alstrend B., Lempel J. Schools of strategies. St. Peter., 2000.
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26. Strategic management / ed. Petrova A.N. - St. Peter:, 2005.
27. Thompson, AA, Strickland, AJ Strategic management. - M .: Banks and Exchange 1998 (and future editions).
28. Hershgen H. Marketing: foundations of professional success. - M .: Infra-M, 2000.
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Classification of factors affecting on market situation formation of goods and services
Moissyeenko I.V., sen. lecturer of the chair of marketing, commerce and logistics Far Eastern Federal University, Vladivostok, e-mail: gold4232 @mail.ru
Noskova E.V., Cand. Econ. Sci., associate professor of the chair of marketing, commerce and logistics Far Eastern Federal University, Vladivostok, e-mail: noskova05@mail.ru

In article the combined approach to determination of market situation is considered. Correlation of concepts the factors of forming the situation and indicators of market situation is studied. The analysis of approaches to classification the factors of forming the situation is carried out, the general classification of the factors forming the situation is given.
Keywords: market situation, the indicators of market situation, the factors of forming the situation, classification, the factors of forming the situation.

Sources
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12. Moissyeenko I. V., Noskova E. V. Modern approaches to understanding of market situation // Marketing in Russia and abroad. 2013. 2. . 3 - 11
13.Nozdryov R. B. International arketing. - Moscow: The conomist, 2005. 990 .
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17. Suetin A. A. The world economy. International economic relations. Globalistics. - M: Knorus, 2008. 320 .
18. The prices and pricing / dited by V.E.Yesipov. SPb.: Piter, 2000. 464 .

 

MARKETING TOOLS

Risks calculation of advertising placing in mass-media
Shmatov G.A., Ural Federal University, Liberal Arts University, Associate Professor, Candidate of Physical and Mathematical Sciences, e-mail: sga36@mail.ru

In the article methods of a quantitative estimation of advertising placing risks in mass-media are stated. It is shown that use of media planning theory allows to develop a risk calculation technique of the advertising placing which did not connect with achievement of required intensity of advertising impact.
Keywords: advertising, risk, media planning, optimization, efficiency.

Sources
1. Knight F. Risk, Uncertainty and Profit. Boston: Houghton Mifflin Co, 1921.
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9. Redhead ., Hughes S. Financial risk mngement. .: INFRA-, 1996. 288 p.
10. Shmatov G.. Theory of Media Planning. Ekaterinburg: Liberal Arts University, 2012. 442 p.
11. Shmatov G.. Economic-Mathematical Theory of Media Planning // Marketing in Russia and Abroad. 2013. 3. P. 12-21.
12. Shmatov G.. Scientific method in advertising and media planning // Marketing in Russia and Abroad. 2014. 2. P. 3-15.

 

MARKETING COMMUNICATIONS

Geometric shapes as communication means
Shklyar T.L., candidate of economic Sciences, senior teacher of the chair of marketing and Commerce, Moscow state University of Economics, statistics and Informatics, e-mail: tlb@mail.ru
Akimova A.V., candidate of historical Sciences, associate Professor of the marketing Department of Kyiv University of management and entrepreneurship, e-mail: angel-a@inbox.ru

The authors of this article has reviewed the use, as a means of communication, geometrical figures. On the economic and political examples demonstrated the impact on the psychology of the consumer. The authors propose to see what the impact is of the essence and role of geometric symbols on the buyer and the voter.
Keywords: Geometric figure, psychology of advertising, a character in politics, a symbol in advertising, marketing communications, insignia, logo, political symbolism, economic symbolism, semiotics, the emblem.

Sources
1. Bykova T.N. CALLED. Political symbolism: the problem of definition and origin / T.N. Bykova // Bulletin of SevNTU. VIP: Politics: collected scientific articles. Tr. - Sevastopol: Publishing house of SevNTU, 2008. S. - 148.
2. Egorova-Gantman E.V. Political advertising / E.V. Egorov, Gantman, C.V. Pleshakov. - M: Center of political consulting "Niccolo M", 1999.
3. Lotman Y.M. Symbol in the system of culture: 3 t / h / Y.M. Lotman. -Tallinn: "Alexander" Vol.1: Articles on semiotics and the topology of culture. - 1992. S. - 197.
4. Hall J. Dictionary of themes and symbols in art). Hall, translated from English. A.E. Maikapar. - M: KRON-PRESS, 1996.
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Features of producing creative advertising (on example of tourist products dvertising for elderly)
Groshev I.V., Doctor of economics, Doctor of psychology, Honor scientist of Russian Federation, professor, Prorector of the Tambov State University G.R. Derzhavin, e-mail: aus_tgy@mail.ru
Mikhailova I.V., Postgraduate student of the Department of personnel management and marketing of the Tambov State University G.R. Derzhavin, e-mail: aus_tgy@mail.ru

The article considers the process of creative advertising, allocated a certain algorithm of creation. On the example of advertising of tourism product for the elderly target consumer group, the authors give an answer to the questions: what should be taken as a basis; how to use specific tools to create advertising images; why should occur interest to this advertising, and, as a result, the demand on the market. Based on these findings, the authors suggest a version of the commercial, as well as the scheme of movement from the idea to the end result.
Keywords: algorithm, imaging tools, the elderly, advertising, property of the object, a tourist product, unique property.

Sources
1. Illarionov A.S. Algorithm of non-creative Advertising // URL: http://www.advertology.ru/article10077.htm
2. Mokshantsev R.I. Psychology of Advertising. M.: INFRA-M, 2009. 230 .
3. Pirogov J.K. Implicit and explicit comparisons // Advertising and life. − 1998. − 5. − p. 65-79.
4. Potashkin B.V. Creative image in advertising // URL: http://www.creativshik.com/kreativnyj-obraz-v-reklame.htp

Sponsorship in the diversification strategy
Zimina T.V., PhD, Professor of Economic theory and economic policy Ural Federal University named after the first President of Russia Boris Yeltsin, e-mail: zimina1964@yandex.ru

In today's ever-changing market conditions require the appropriate requirements of consumers and society as a whole matching set of marketing communications, including sponsorship.
Keywords: marketing communications, market segments, target customers, sponsorship.

Sources
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Development of complex marketing events to promote sports clothing shops, Penza
Molkin A.N., student of the department Marketing and Economic Theory Penza State University of Architecture and Construction, e-mail: 19-93285@rambler.ru
Malyshev A.., Ph.D., Associate Professor of Marketing and Economic Theory Penza State University of Architecture and Construction, e-mail: alekseymalyshev27@rambler.ru

The article presents results of research on consumer preferences in choosing sportswear residents of Penza. Based on these results, developed a set of marketing activities on promotion of portswear, as well as recommendations regarding how to take into account the emotional aspects of the perception of consumers to shop.
Keywords: marketing, promotion, sportive goods, consumer behavior.

Sources
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Effect of companies rating on the value of their brands (on example of IT-companies)
Panova E.A., post graduate student of Department of Marketing in Plekhanov University, e-mail: E.a.panova@mail.ru

The article gives a comparative analysis of the brands included in the top 10 global IT-companies. Analysis of changes in the value of the brandsconducted on the basis of companies intangible assets estimation. Consider the changes in the rating of the first from top 10 companies in 2012 and 2013.
Keywords: asset, analysis of the companies, balance, brand, dynamics, intangible assets, companiesrating, market.

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Brand and branding of high school: practical experience
Shevchenko D.A., PhD, professor of marketing and advertising, head of Marketing and Advertising sub department IEML of the Russian State University for the Humanities, e-mail: shevm@rggu.ru

In this paper, based on the 15-year-old practice in the field of integrated marketing communications, discussed the history and the process of creation, development and promotion of the brand of the Russian State University for the Humanities.
Keywords: brand, brending, integrated marketing communications, brand management, brand equity, public relations, promotion of the brand, effectiveness.

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Advertising, Marketing, PR / DA Shevchenko. - M .: RSUH, 2014 - 591 p.

 

INNOVATIVE MARKETING

Introduction possibilities of novations in the packaging of dairy products
Gubanov R.S., candidate of economic Sciences, associate Professor of the Department of Economics of urban and services CHOUVO Moscow University named by S.Y. Witte, e-mail: gubanof@mail.ru

This article highlights the problem of choice creative solutions in the field of introduction of innovations in the production and marketing of dairy products; issues of the improvement of the packaging material for sour cream and kefir, cottage cheese; systematic positive factors influencing decisions in the field of innovations in the packaging of dairy products; marked trends of implementing effective innovation processes dairy products packaging; recommended measures on the use of the most appropriate packaging of dairy products, observance of technical requirements for the sale of milk.
Keywords: milk, dairy products, packaging of dairy products, the milk processing enterprises

Sources
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COMPETITIVENESS

Dynamic approach for evaluating the competitiveness of enterprises
Voronov D.S., candidate of economic sciences, associate professor, Ural State Federal University after the First President of Russia B.N. Yeltsin, Ekaterinburg, e-mail: vds1234@yandex.ru

The article considers the existing methods for evaluation of the competitiveness of enterprises. Methods has been classified from the point of view of the used criteria of competitiveness. Based on the analysis of their strengths and weaknesses author offers a dynamic approach for evaluation of the competitiveness of the economic entities, enabling the rapid assessment of the competitive position of the company.
Keywords: competitiveness of enterprises, estimation and the analysis of the competitiveness of the company, competitive advantage, competitive factors and sources of competitiveness, dynamic approach for evaluation of the competitiveness of enterprises.

Sources
1. Voronov D. S. Competitiveness: assessment, analysis, ways to improve. Ekaterinburg: Publishing house of Ural state technical University-UPI, 2001. - 96 P. [Electronic resource]. Mode of access: http://vds1234.ru
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System approach to competitiveness management of the enterprise
Faskhiev Kh.A., Dr. sci. tech., professor of chair of economy, management and marketing Financial University under the Government of the Russian Federation, professor of chair of an applied hydromechanics Ufa state aviation technical university, e-mail: faskhiev@mail.ru

The two-level model of management by competitiveness of the enterprise, based on a comparative consecutive assessment at the first step on such integrated indicators as competitiveness of the goods (services), competitive potential, level of the intellectual capital of the estimated enterprise and its competitors, and at the second step on competitiveness coefficient is developed. Techniques of definition of the specified estimated criteria are given. By results of comparison in both steps measures for improvement of the corresponding criterion of the estimated enterprise are taken, the forecast of improvement of individual indicators and calculation of expected value of integrated criterion is carried out. These processes which have been dragged out on time, repeat cyclically until will be provided higher level of competitiveness of the estimated enterprise, than at competitors. Approbation of system approach to management of competitiveness of the enterprises is carried out on the example of two conditional enterprises of a motor transportation complex.
Keywords: enterprise, management model, quality, competitiveness of goods, competitiveness of the enterprise, competitive potential, level of the intellectual capital.

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MARKETING OF TERRITORY

Marketing land resources in the system of municipal territorial management
Ulitskaya N.Yu., PhD in economics, associate Professor of the Department of real estate Cadastre and law Penza state University of architecture and construction, e-mail: terramarket58@yandex.ru

The article analyzes the theoretical aspects of territory marketing, the key to which is allocated to marketing land resources as a conceptual framework for the management areas.The process of transformation of land resources in a unique territorial product, promotion and distribution of the earth-of the goods on the real estate market.
Keywords: marketing land resources, municipal management, the value of land product, land-development.

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development of land for housing corporations in complex development of territories // S.A. Baronin, I.N. Segev, A.N. Androsov. - Ministry of education and science of the Russian Federation, Federal state budgetary educational institution of the higher. professional education "Penza state University of architecture and building.". Penza, 2011.
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Entrepreneurship in the values of Russian society // News of higher educational institutions. The Volga region. Social science. 2012. 4 (24). S. 58-66.
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Professional real estate development as a new concept of organization of the investment process / Zagidullina G.M., eagles VA, Sirazetdinov R.M., Nabiullina AV, Zaripova AV // Surveying and professional development: professional aspects of Economics, organization and management in construction: Monogr. / Under the General editorship of p. g Grabovoi, S.A. Baronin. - Penza: RIO, the tree, 2010.
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Transformation of culture and changes in patterns of consumer behavior // Questions of economy. 2012. No. 8. S. 64-79.
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Evaluation and forecasting of economic reliability development of a comprehensive residential development /Construction Economics. 2011. No. 3. S. 27-31.
8. Radchenko V.P.
Marketing of rural areas in the system of territorial administration: principles, instrumental apparatus, the dissertation on competition of a scientific degree of the doctor of economic Sciences / Rostov state University of Economics. Rostov-on-Don, 2011.
9. Semerkova L.N., Kalinkina G.E.
Trademarks of paradigm city // News of higher educational institutions. The Volga region. Social science. 2009. No. 2. S. 137-143.
10. Semerkova L.N., Sokolova, N.G.
, Bahteem U.D.The problem of modeling the livelihoods of people from the marketing territory // News of higher educational institutions. The Volga region. Social science. 2012. No. 1. S. 167-174.
11. Sokolova N.G.
Trends, problems of development and future marketing area // collector: Technical universities: integration with European and world education systems.- Materials of the VI International conference. Izhevsk: Publishing house of mechanical engineering Department ISTU name M.L. Kalashnikov, 2014. S. 472-474.
12. Tolpegina S.O., Ushinina T.V.
Analysis of the impact location on the market value of the property (for example, land, Penza) // Modern problems of science and education. 2014. No. 1. S. 280.
13. Tolstix J.O.
Development of options for the effective management of real estate in the housing and communal complex, the dissertation on competition of a scientific degree Ph.D. - Penza: PGAS, 2007.
14. Ushinina T.V., Baronin S.A.
Real estate development in the implementation of projects of construction of sustainable and energy-efficient low-rise housing in the Penza region // Proceedings of the southwestern state University. 2011. No. 5-2. S. 325-331.
15. Khrustalev B.B., Ganiev M.G. The Formation of strategy of development of the enterprises of housing and communal services on the basis of a marketing approach // Regional architecture and construction. 2013. No. 2. S. 153-158.

 

INTERNET-MARKETING

The concept of using e-business and Internet-marketing
Golik V.S., Ph.D. in Economics, associate professor, Department of Marketing, Belarus State Economic University (Minsk), e-mail: vgsc33@gmail.com
Zhonghua Li, Master of Economic Sciences, Department of Marketing, Belarus State Economic University (Minsk), e-mail: oaooao88@gmail.com

The use of information technology in the economy promotes more efficient operation of enterprises. The Internet has become an essential tool for successful trading on the local and international markets. New concept in the field of e-business will greatly affect on the future economic development.
Keywords: Internet, concept, e-business, e-commerce, e-government, e-shop, e-exchange, electronic trading platforms, online auction, Internet marketing, investment, technology, product promotion, economy, markets, government, marketing, institute.

Sources
1. Golik V.S., Golik S.I. Using internet technologies in international marketing. Journal of Marketing in Russia and Abroad. The Russian Federation. Number 3, 2011. P. 113 - 116.
2. Golik, V.
Information control and accounting. Journal of Government service. The Russian Federation. Number 6 (74) -2011. P. 20.
3. http://e-gov.by/

 

MISCELLANEA

Trading enterprises perspective activities form in the service sector of Uzbekistan
Husanov B.K., the senior scientific employee of the Tashkent financial institutions, Republic Uzbekistan, e-mail: terramarket58@yandex.ru

A trade enterprises in national economy of Uzbekistan have the grate importance. In the opinion of economist trade relations in republic is one of the priority direction for development economy. Uzbekistans Trade relations is an important role between producer and buyer. Organization of the modern management structure of the trade enterprise is a requirement of the present day.
Keywords: trading services, efficiency, developments, trade enterprises, productivity.

Sources
1. Egorov V.M. Trade organization. - St. Peter, 2004.
2. Nabiyev. Economic transformation and services. T 1994.
3. Porter M. Konkurentsiya. - M .: Williams, 2006.
4. Soloviev BA Marketing. Textbook. - M; INFRA-M, 2008.
5. Uzbekistan in Figures 5. - T., 2008.

PUBLICATIONS

The list of dissertations on the marketing, protected in 2014 (first half of the 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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