Contents of N3/2016

all contents

Contents of N3/2016

ANTI-CRISIS MARKETING

Food embargo and the issues of food import substitution in the Russian Federation (dairy products)
Murtuzalieva T.V., Associate Professor, PhD Economics (Marketing), Department of Marketing, Plekhanov Russian University of Economics, e-mail: murtuzalieva.TV@rea.ru
Seyfullaeva M., Doctor of Science (Marketing), Professor, Department of Marketing, Plekhanov Russian University of Economics, e-mail: seifullaeva.me@rea.ru
Shirochenskaya I.P., Associate Professor, PhD Economics (Marketing), Department of Marketing, Plekhanov Russian University of Economics, e-mail shirotchenskaya.ip@rea.ru

The problem of import substitution is not new for the Russian market. Though due to embargo imposed by the Western countries in 2014 against Russia, it became rather acute. Imposition of food sanctions raised the issues linked to food security of the country.
The article reveals absolute domination of import orientation in development of dairy industry within the framework of the research. This domination will cause industry deindustrialization and retardation of its potential. The authors bring forward solutions how to sustain the threats of external environment.
Keywords:  import substitution, dairy industry of RF, food embargo, import of dairy products, food processing industry, foreign trade.

Sources
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5. Zakl’ucheniye Schetnoj palaty RF na proekt federal’nogo zakona “O federal’nom budzhete na 2015 god I na planovyj period 2016-2017 godov” [elektronny resurs]. URL:budgetrf.ru/Publications/Schpalata/Zakluchenia/pdf10/237.pdf
6. Zerkalov D.V. Prodovol’stvennaya bezopastnost’: monografiya. – ijev: snova, 2009. – 449 s.
7. Murtuzalieva .V., Sejfullaeva .E. Soctojanije I perspektivy razvitija molochnoj promyshlennosti Rossii v usloviyakh ekonomicheskikh sankchij Zapada // Vestnik Rossijskogo ekonomicheskogo universiteta im. G.V. Plekhanova . – 2014. – 12 (78). – s. 59–73.
8. Ukaz Prezidenta Rossijskoj Federatsii ot 6 Avgusta 2014 g . 560 “ primenenii otdel’nykh
spetsial’nykh ekonomicheskikh mer v tselyakh obespecheniya bezopasnosti Rossijskoj Federatsii” [elektronny resurs]. URL:base.garant.ru/70711352
9. Rasporyazhenije Pravitel’stva RF ot 17 Aprelya 2012g. 559- “b utverzhdenii strategii pazvitiya pishchvoj i pererabatyvaushchej promyshlennosti Rossijskoj Federatsii “ [elektronny resurs ]. URL: gov.spb.ru/static/writable/ckeditor/uploads/.../RPFR559SPP2020.doc
10 Ukaz Prezidenta Rossijskoj Federatsii ot 30 Yanvarya 2010 g. 120 « b utverzhdenii Doktriny prodovol’stvennoj bezopasnosti Rossijskoj Federatsii” [elektronny resurs]. URL: base.garant.ru/12172719/
11. Pylypiv .. i dr. Embargo kak instrument povysheniya prodovol’stvennoj bezopasnosti / .. Pylypiv , V. V. Panchenko, P. I. Grazhdanova // Internet-zhurnal “Naykovedenie” – 2014. – vyp.. 5 (24) [elektronny resurs]. URL:naukovedenie.ru/PDF/145EVN514.pdf
12. Razvitije molochnoj otrasli do 2020goda. Resultaty fazy diadnostiki. (2014) [elektronny resurs]. URL:souzmoloko.ru/img2/1_diagnostika.pdf
13. Reyting stran mira po proizvodstvy korovjevo moloka. (2015) [elektronnyresurs]. URL: milknews.ru/analitika-rinkamoloka/reitingi/ reitingi_1082.html? template=115
14. Sayt Ministerstva sel’skogo khozyaystva RF. (2015) [elektronnyresurs]. URL: mcx.ru/
15. Sayt Natsional'nogo sojuza proizvoditel’ey moloka. (2015) [elektronnyresurs].
URL: souzmoloko.ru/souzmoloko/
16. Sayt Rossijskogosojuza predprijatijmolochnojotrasli. (2015) [elektronnyresurs]. URL: dairyunion.ru/
17. Sayt Federal’noj sluzhby gosydarstvennoj statistiki. (2015) [elektronnyresurs]. URL: gks.ru/
18. Sayt Federal’noj tamozhennoj sluzhby RF. (2015) [elektronnyresurs]. URL: customs.ru/
19. Dawe D. (2015). How much have domestic food prices increased in the new era of higher food prices? / David Dawe, Cristian Morales-Opazo, Jean Balie, Guillaume Pierre, Global Food Security (Vol. 5, pp. 1–10).
20. Hemme T. (2014). Benchmarking Cost of Milk Production in 46 Countries / T. Hemme, M. Mohi Uddin, O. Ndambi // Journal of Reviews on Global Economics. – 3. – p. 254–270.
21. Hufbauer G.C. and others. (1990). Economic Sanctions Reconsidered: History and Current Policy / Gary Clyde Hufbauer, Jeffrey Schott, Kimberly Ann Elliott. Washington: Institute for International Economics, 835 p.
22. Murtuzalieva T.V. (2014). Innovation marketing policy of the region, Fundamental science and technology-promising developments. North Charleston, USA, 2014.
23. Murtuzalieva T.V., Siefullaeva M.E., Shirochenskaya I.P. (2015) Peculiarities of RF Dairy Industry Development Under Food Embargo // Mediterranean Journal of Social Sciences. – 2015. – Vol. 6. – 5. – p. 526–537.
24. Pilat R.  (2014). Russian embargo – history and impact. kig.pl/files/BWZ/Russian%20embargo_history%20and%20impact_2014_pdfx.pdf
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MARKETING TOOLS

Features of criteria-based method for process research of advertizing profit formation
Oganesyan A.S., candidate of physical and mathematical sciences General Director of scientific-production center of new information technologies, e-mail: nit08@yandex.ru
Oganesyan I.A., Deputy Chief Accountant Ltd. “Company JZ», e-mail: nit08@yandex.ru

The article describes the most important features of the criteria-based method of research of processes of formation of profit from advertising. It is shown the possibility of solving the most complex problems that cannot be solved by other methods. In particular, the possibility to analyze and determine before the beginning of promotion activities, the conditions under which can be scheduled the impact of advertising appeals on the minds of potential buyers, as well as the cost-effectiveness of their preparation.
Keywords:  Advertizing, marketing, advertising effectiveness, expenses on advertising, advertising revenues, profits from advertising, advertising technologies.

Sources
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Evaluation of the relationship between ATL-costs and financial performance of Russian business
Katkova Y.I., assistant, postgraduate student of Department of Company Marketing in National Research University Higher School of Economics, e-mail: yanakatkova@mail.ru

This study focuses on the analysis of the financial performance of ATL-costs. The positive impact of ATL-instruments on revenue and net profit is found and explained in the example of 89 largest companies from various economic sectors. The study also shows a significant influence of the type of goods sold and services provided on effective advertising budget. Outdoor and television advertising are preferred to promote FMCG. Print and outdoor advertising are preferred for consumer durables. And only outdoor advertising is preferred for services.
Keywords:  ATL-instruments, financial performance, public companies, fast moving consumer goods, services, consumer durables.

Sources
1. Guseynova M.A., Teunaev D.M. Analiz ekonomicheskogo effekta modelirovaniya finansovogo sostoyaniya kompaniy s uchetom investiciy v reklamu // Nauchnyy zhurnal Kub-GAU. 2012. 75. 1.
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Comparative analysis of consumer behavior modern models applied to the emerging markets
Mordashkina Y., Volgograd State Technical University PhD student, Adjunet of Russian Academy of Natural Sciences, e-mail: Yulia.mordashkina@bk.ru

The article considers modern models of consumer behavior that reflect the choice of the goods, and play an important role in managing the process of making purchasing decisions. Marketing models observed in the article are adapted by the author to the consumer market, because they are focused directly on the consumer and more fully describe its behavior, taking into account their needs.
Keywords: model 4C, model 4A, consumer behavior, emerging markets. 

Sources
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MARKETING RESEARCH

Marketing research of consumer preferences in film industry
Golubeva M.A., PhD in Economics, Associate Professor of Marketing and Management Chair in the Federal State Budget-Funded Educational Institution of Higher Professional Education Kostroma Nekrasov State University, e-mail: mariya-golubeva-2012@mail.ru
Golubev R.A., a student of Marketing and Management Chair in the Federal State Budget-Funded Educational Institution of Higher Professional Education Kostroma Nekrasov State University, e-mail: matveybagrov@mail.ru

The article presents key findings of the market research of consumer preferences in film industry. The research, based on methods of cognitive modelling, includes the multi-attribute analysis of the factors affecting the consumer choice under the influence of regional features. The aggregate matrix of the target segment’s satisfaction has been developed; prospective marketing tools, aimed to level cognitive gaps in the system of consumers’ideal expectations, have been identified.
Keywords: markeingt research, consumer preferences, film industry, target segment of consumers, multi-attribute analysis, cognitive modelling.

Sources
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MARKETING FOR NON-PRODUCTIVE SPHERE

Integration of quality evaluation methods of service in public catering
Evtushenko E.V., Candidate of Economic Sciences Assistant professor of «Marketing and Management» Nizhny Novgorod Institute of Management, e-mail: nkimm@mail.ru
Bykh G.M., Candidate of Technical Sciences, Associate professor of «Food Technology», e-mail: galbyh@rambler.ru

The article considers methodological approaches to the assessment of the quality of customer service in the field of catering. The article clarified the concept of «quality of service», the quality of service indicators in catering. The article reveals the features of the proposed method the authors assess the quality of service in restaurants, which served as the basis for the integration of data collection methods for it. The article highlights the quality of service parameters in the catering and an algorithm for evaluation.
Keywords: quality of service in public catering, service quality indicators, service quality evaluation, methods for evaluating the quality of service, the method of service, integration of service quality evaluation methods.

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Marketing in financing of the film industry: international experience
Kalabikhina .., PhD student of MSU of M.V. Lomonosov, economic faculty, e-mail: ekalabikhina@yandex.ru

The article explains how to use some marketing tools in promoting and financing the film industry. There are three main groups of marketing tools: social research of preferences of target groups, network marketing, the marketing tools of interaction with non-core partners, such as product placement and place placement. These marketing tools are very perspective ways of financing the film industry.
Keywords:  financing of the film industry, marketing tools, product placement, place placement, social research, network marketing.

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Marketing in the sphere of telecommunications
Aripov A.N., docent of the department “Management and Marketing”, Tashkent university of information technologies, e-mail: sh.tursunov@tuit.uz
Danilova A.M., master student, Tashkent university of information technologies, e-mail: a.danilova92@gmail.com

This article discusses the development and the importance of the telecommunications sector. In addition, features of the sector and the difficulties emerging in marketing activity are presented. The main marketing areas in the telecommunications sector is determined. The concept of CRM-system and its influence on the development of marketing activities, particularly in the field of telecommunications are also presented.
Keywords:  sphere of telecommunications, marketing, marketing activity, telecommunications services, information and communications technology, pricing policy, sales policy, CRM-system.

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Features of modern marketing psychotherapy services: international experience analysis
Bragina E.V., sole proprietor, science adviser, project manager “The First Scientific Communicator”, Moscow, e-mail: bragina_consulting@mail.ru
Zaytsev N.V., sole proprietor, project manager «ImtecSEO», e-mail: imtecseo@gmail.com

The article presents the results of desk research of psychotherapeutic services marketing. WE set the following tasks: to identify modern approaches to the role of marketing in increasing of personal services sector presented in foreign marketing literature; to summarize current ten den cies of marketing psychotherapy services. The main results of the study are the revealed trends of on-line marketing psychotherapy services and identified some requirements to psychotherapist website. The findings may be taken into account in the development of online marketing activities for service sector experts, as well as the assessment of their effectiveness.
Keywords: service sector, psychotherapeutic services, marketing, online marketing, web design, international experience.

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9. Hall J. 7 Marketing Trends You Need to Know for 2016. Influence & Co [Elektronnyi resurs]. URL: inc.com/john-hall/7-marketing-trends-you-need-to-know-for-2016.html
10. Izogo E.E., Ogba I.-E.  Service quality, customer satisfaction and loyalty in automobile repair services sector // International Journal of Quality & Reliability Management. – 2015. – Vol. 32 (3). – Pp. 250–269.
11. Jillapalli R., Becerra E., Kemp E. Healthcare branding: developing emotionally based consumer brand relationships. – 2014. – Vol 28 (2). – Pp. 126–137.
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Revised edition (September 1, 2000). – 432 p.
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Monitoring proposals for the primary housing market in Penza
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
Chursin A.I., PhD in geographical, associate professor of the department of land management and geodesy, Penza state university of architecture and construction, e-mail: irinaishamyatova@yandex.ru
Ishamyatova I.H., master of the Penza state university of architecture and construction, e-mail: irinaishamyatova@yandex.ru

The results of the monitoring activities of Penza construction companies from the marketing point of residence and land marketing business. It has been shown in some places new housing construction is concentrated of the city, the structure of the market offers. It was revealed that the orientation of the developers on the effective demand implies the predominance of the housing market is small apartments, and an artificial shortage of land forces built on marginal areas and in the suburbs.
Keywords: residence marketing, land business marketing, housing, primary market.

Sources
1. Oficialnii sait administracii goroda Penzi. - URL: penza-gorod.ru/
 2. Penzenskii stroitelnii portal. – URL: pnzstroi.ru/
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 4. Holding SKMGroup. – URL: skmg.ru/
 5. Stroitelnii holding  – URL: termodom-pnz.ru/
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INTERNET-MARKETING

Features of consumer behavior in e-commerce
Andreyev S.N., Dr.S. (Economics), Professor in the Department of marketing Plekhanov Russian University of Economics, e-mail: Andreev.SN@rea.ru
Yevseyeva J., Teaching assistant in the Department of marketing Plekhanov Russian University of Economics, e-mail: Evseeva.YA@rea.ru

The article focuses on the specific features of the Internet Commerce consumer’s behavior. It is based on the author’s scheme of consumer’s behavior process, complemented with the main components of the marketing activity of Internet Commerce sellers. It allows to observe the logic and main stages of consumer behavior, identify the peculiarities of each of them and define marketing activities of sellers, which are necessary for the marketing concept relationship implementation. The authors puts emphasis on identifying differences in consumer behavior in relation to food and non-food items. The main behavior models of consumers are considered of consumers’ purchase in online store. Criteria were identified for purchasing products online.
Keywords:  impulse, needs, motivation, necessity, perceptions, preference, demand, satisfaction, trust, loyalty, commitment, the status of permanent customer.

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10. Tverdohlebova M.D. Kompleks marketingovyh kommunikacij v seti Internet // Aktual'nye problemy gumanitarnyh i estestvennyh nauk. – 2015. – 11–3. – S. 202–205.
11. Sidorchuk Roman  (2015). The Concept of «Value» in the Theory of Marketing // Asian Social Science. – Vol. 11. – No. 9. – p. 320–325, doi:10.5539/ass.v11n9p320

Whether the marketing specialist needs «to go to clouds» (relevance of cloud computing in activities of marketing specialists)
Grechkov V.Y., associate professor department of Management, marketing and foreign economic relations of MGIMO University, Ph.D, e-mail: vic-gr@mail.ru

In this article some aspects of cloud computing (Cloud Computing) are considered. First of all, the possibility of their practical application in marketing is analyzed. The attention is paid to advantages of new technologies, their flexibility and profitability. From the other part the number of difficulties at their introduction is emphasized. The described difficulties result in necessity for marketing specialists care to treat fast introduction of cloud computing in working practice carefully.
Keywords: Cloud Computing, flexibility of resources, fast scalability, the operated service, Infrastructure as a Service, Platform as a Service, Soft as a Service, IT solutions for marketing, private cloud, public cloud, hybrid cloud.

Sources
1. Ris J. Oblachnye vychislenija. SPb: BHV-Peterburg, 2011.
2. Gringard S. Vstraivanie besopasnosti v oblako. // PC Week/RE. – 9.04.2013. – 9.
3. Goretkina E. Citrix prodoljaet kurs v oblaka.// PC Week/RE. – 23.06.2015. – 11.
4. Kolesov A. Huawei sovet rossiiskih sakaschikov v oblaka. // PC Week/RE. – 19.05.2015. – 8.
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6. Svinerev S. Prijivutsja li bisnes-prilolojenija v publichnyh oblakah. // PC Week/RE. – 14.05.2013. – 12.
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Effective marketing management of media planning in net-internet
Tetushkin V.A., candidate of technical Sciences, associate Professor, Department of economic analysis and quality, Fsbei HPE Tambov state technical University, e-mail: volodtetus@yandex.ru

The article considers the concept of media planning is the evaluation and selection of media to convey advertising messages to the target audience, as well as preparing plans and schedules of the shows of advertising materials and plan advertising campaigns. The purpose of this study – effective marketing management media planning on the Internet. The implementation of the tasks was achieved through the use of the method of analysis, comparison, and systematic approach. Presented and analyzed the formats of Internet advertising. The purpose of media planning is to ensure maximum coverage of the target
audience on a limited budget advertising campaign. To effectively manage these costs, you want to make a media plan with exact measurements and precise figures.
Keywords: management, marketing, media, effectiveness, Internet, advertising, audience.

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4. Shmatov G.A. Brending i mediaplanirovanie // V sb.: Sovremennyj gorod: social'nost', kul'tury, zhizn' ljudej: materialy XVII Mezhdunarodnoj nauchno-prakticheskoj konferencii. – Ekaterinburg, 2014. – S. 414–418.
5. Chuvashov A.A., Popova Ju.N. Mediaplanirovanie kak jetap razrabotki reklamnoj kampanii // Aktual'nye napravlenija nauchnyh issledovanij XXI veka: teorija i praktika. – 2015. – T. 3. – 3. – S. 433–440.
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7. Kaptjuhin R.V. Standartnye zadachi mediaplanirovanija dlja reklamnoj kampanii v SMI // Jekonomika i sovremennyj menedzhment: teorija i praktika. – 2013. – 31. – S. 8–13.
8. Piskunova N. Mediaplanirovanie v seti Internet: kak sdelat' ego jeffektivnym? // Finansovyj direktor. – 2012. –
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MARKETS: STATE AND DEVELOPMENT

Analysis of the current status of the information and communication technologies market in the Republic of Uzbekistan and prospects of its development
Tursunov S.A., head of the department “Management and marketing”, Tashkent university of information technologies, e-mail: sh.tursunov@tuit.uz

The current state of information and communication technologies market in the Republic of Uzbekistanis in various fields is discussed in the article. The main competitors in the market of information and communication technologies are given. The importance of investments and examples of cooperation with different countries are shown. The article also provides perspectives of ICT development in the coming period.
Keywords:  information and communication technology, the market, competitors, competition, investment projects, information society infrastructure.

Sources
1. Doklad Prezidenta Respubliki Uzbekistan Islama Karimova na rasshirennom zasedanii kabineta ministrov, posvyashchennom itogam soialno-ekonomicheskogo razvitiya strany v 2015 g. i vazhneyshim prioritetnym napravleniyam ekonomicheskoy programmy na 2016 g.
2. Ministerstvo po razvitiyu informaionnyh tehnologiy i kommunikaiy Respubliki Uzbekistan [Elektronnyy resurs]. URL: ccitt.uz/ru/about/about/488/
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URL: ccitt.uz/ru/press_center/news_ict/1679/
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5. entralnyy bank Respubliki Uzbekistan [Elektronnyy resurs]. URL: cbu.uz/ru/main?mobile_switch=normal

MASTER MARKETING

Analysis of keykises «Permissible or not profitable beauty trade of small homeland?»
Kiselev V.D., lecturer of IGSU and VSKU (Russian Academy of National Economy and Public Administration under the President of the Russian Federation), member of the Guild of Marketers, Moscow, e-mail: f1f2f3f4@rambler.ru
Roslyakova M.V., Ph.D., associate professor of “Management Theory” Ivanovo Branch of the Russian Academy of National Economy and Public Administration under the President of the Russian Federation, Ivanovo, e-mail: maros.70@mail.ru

The article presents an analysis of keykises “profitable trade if small beauty of the motherland is permissible.” The dramatic situation in which the intense tourist activity threatens the preservation of unique cultural and historical sites and natural landscapes, reflects the real Russian industry practices. Projected growth in domestic tourism requires advancing the transition to the regulation of tourist activity in order to minimize the impact on cultural heritage conservation areas.
Keywords: Museum-Reserve, historic settlement, cultural landscape, cultural heritage, VIP and mass tourism, territorial tourism cluster, business and investment attractiveness of the city, Social responsibility, enterprise culture, arketing of areas.

Sources
1. Materialy soveshhanija o razvitii vnutrennego turizma, 5 janv. 2016 g. [Jelektronnyj resurs]. // Pravitel'stvo RF: ofic. sajt. - Rezhim dostupa: government.ru/news/21363/ (06.03.16).
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3. Gosudarstvennaja strategija formirovanija sistemy dostoprimechatel'nyh mest, istoriko-kul'turnyh zapovednikov i muzeev-zapovednikov v Rossijskoj Federacii [Jelektronnyj resurs] // Ministerstvo kul'tury Rossijskoj Federacii: ofic.sajt. - Rezhim dostupa: mkrf.ru/upload/iblock/781/7813930b3b65b56e8b1794f64adc6151.doc (03.03.16).
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5. Kiselev V.D. Rossijskie kejsy v zhanre kejkis // Marketing uslug. — 2014. — N 1(37). — S. 22–48.
6. Kiselev V.D. Smyslovaja navigacija po slozhnym jekonomicheskim narrativam» // Menedzhment innovacij. — 2015. — N 3. — S. 134–155.
7. Kiselev V.D. Tehnologija napisanija proektnogo kejsa v zhanre «kejkis» // «Nauchnye issledovanija i razrabotki. Social'no-gumanitarnye issledovanija i tehnologii». – 2015. - N 4(13). – S. 7-14.
8. Metodicheskie rekomendacii po razrabotke normativov poseshhaemosti muzeev-zapovednikov v zavisimosti ot ih vozmozhnostej po priemu posetitelej / FGBNIU «Rossijskij nauchno-issledovatel'skij institut kul'turnogo i prirodnogo nasledija imeni D.S.Lihachjova [Jelektronnyj resurs] // Ministerstvo kul'tury: ofic. sajt. - Rezhim dostupa: mkrf.ru/dokumenty/585/detail.php?ID=431989 (04.03.16).
9. O federal'noj celevoj programme "Razvitie vnutrennego i v'ezdnogo turizma v Rossijskoj Federacii (2011 - 2018 gody): postanovlenie Pravitel'stva RF ot 02.08.2011 N 644 (red. ot 18.12.2014) [Jelektronnyj resurs]. // Konsul'tantPljus: sprav. pravovaja sistema. - Rezhim dostupa: consultant.ru/document/cons_doc_LAW_118424/ (red. ot 18.12.2014).
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11. Shevchenko Je.A. Gradostroitel'nye problemy sohranenija istoriko-kul'turnogo resursa Rossii // Istoricheskie poselenija: puti vozrozhdenija i razvitija: materialy k V parlamentskomu forumu «Istoriko-kul'turnoe nasledie Rossii», g. Vladimir, 18-19 ijunja 2014 goda: Analiticheskij vestnik. N 18. M., 2014. S.17-18.
12. The text of keykis used articles from periodicals authors E. Zakamennaya, M.Moskaleva, R.Foninsky, T.Prokopenko, I.Shurgina, A.Yakovlev.



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