MARKETING THEORY AND METHODOLOGY
Marketing in the management of territories: philosophic aspects
Anokhin E.V., PhD in Economics, Associate Professor at the Chair of Management and Marketing Nizhny Novgorod Branch of Federal State-Financed Educational Institution of Higher Professional Education Moscow State University of Economics, Statistics and Informatics, Russia, e-mail: avafin@mail.ru
Anokhin V.A., PhD in Economics, Associate Professor at the Chair of Finance and Credit Lobachevsky State University of Nizhny Novgorod, Russia, e-mail: avafin@mail.ru
The territorial development tendencies are considered herein from the point of view of their subjection to the influence of the evolution of market relations, which have caused the marketing concept development. The history of marketing is characterized through the emergence and approval of its single elements, the content thereof is reflected in statements of philosophers, writers, businessmen, politicians from different epochs, times and peoples. There are studied and compared aphorisms of outstanding individuals and basic marketing terms in the context of the formation of marketing philosophy, marketing
approach in the management of territories.
Keywords: marketing, territory, globalization, methods and tools, philosophy, concept, aphorisms (statements).
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The volatility of the environment in the strategic analysis of market and competitiveness for small and medium-sized business
Evenko L.I., Doctor of Economics, professor, Head ead of Department of Strategy and Business Development IBS RANEPA, e-mail: evenko@ranepa.ru
Pivovar B.B., Assistant professor FESS RANEPA, e-mail: bpivovar@mail.ru
The instability of the external environment for Russia’s economy generates a request on the part of small and medium-sized businesses to change approaches to strategy development and strategic analysis of the market and competitiveness. To do this, it is now possible to use the new (not previously used) strategies in the strategic management for improving the company’s competitiveness.
Keywords: volatility of the external environment, risks, strategy, small and medium enterprises, import substitution, export substitution.
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MARKETING TOOLS
Quantitative measurements of the country's image
Tleuberdinova A.T., HD, full prof. (Academician E.A.Buketov Karaganda State University), e-mail: tat404@mail.ru
The concept of country image is under the constant attention of scientific research in the field of marketing research; however its focus often is on the theoretical aspects. The country’s image is very complicated and multimeric process, since it consists of a large number of evaluations. The main purpose of this study is to conduct quantitative assessment of the internal image of the Republic of Kazakhstan based on local experts’ opinion. This assessment can serve as a basis for strategy development to create a positive image of the country.
Keywords: The image of the country, a national brand, cognitive and affective factors.
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The issue of mobile marketing development in Russia
Sekerin V.D., Dr.Sc., professor, head of department, Moscow Polytechnic University
Gorlevskaya L.E., Ph.D. in Economics, Senior Researcher V.A. Trapeznikov Institute of Control Sciences, Russian Academy of Sciences
The article is devoted to development of mobile marketing in Russia. The author describes mobile marketing growth factors and factors hindering its development. The analysis of mobile marketing' components was offered as well as directions of its improvement.
Keywords: mobile marketing, new communication channels, innovations in marketing, promotion.
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MARKETING RESEARCH
The study of marketing practices of music cafes positioning in major cities of Russia
Lyubchanskaya E.А., master, National Research University “Higher School of Economics”, e-mail: lubchanskayaelena@mail.ru
Shushkin M.А., Doctor of Economic Sciences of the National Research University “Higher School of Economics”, e-mail: shushkin79@mail.ru
The present study analyzes the prospects of the development and positioning practices of one of the fastest growing segments of catering business in large cities of Russia. This study responds to a number of questions: Which forms of differentiations from competitors are the most demand among the researched cafes in big cities in Russia? What constraints and enabling factors of musical cafй format are the most important at the present? What is the potential in the segment? Which differentiation directions for music cafes are the most popular among customers? What marketing practices for these institutions are the most common?
Keywords: positioning, perception map, study-marketing practices.
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2. Diwan S.P. Development of empirically based customer-derived positioning typology//Journal of Strategic Marketing. – 2011. – Vol. 19. – No. 6. – Pp. 531–550.
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MARKETING FOR NON-PRODUCTIVE SPHERE
Strategic communications of educational organization: planning and management
Shevchenko D.А., Doctor of Economics, professor, head of department of marketing in the sphere of science and technologies of the Moscow Polytechnic University, Honorary member of the Guild of Marketers.Russia, e-mail: shevm@rggu.ru
In this article the aim is to explore the uniqueness of the Russian experience in building and implementing communication strategies in a competitive education market, analyze the basic forms, methods and tools of marketing management, advertising and PR, including for example, the leading US universities. The article is an attempt to prove that the public relations (PR) is the main structure of the integrating internal and external communications of the educational organization.
Keywords: educational organization, strategic communications, communication strategy, planning and management, integrated communications, promotion of educational services, marketing, advertising, public relations, PR, Moscow Polytechnic University.
Sources
1. Federal Law № 273 from 29.12.2012. «On Education in the Russian Federation»
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4. Ministry of Education and Science from 30.08.2013/ №1014
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Special event as a tool for enhancing customer loyalty to cultural institutions
Mitrofanova T.U., the Ryazan branch of the Moscow State Institute of Culture Ph.D., assistant professor, Department of Management and Economics, e-mail: tanyamitr@yandex.ru
The article states that the trade organizations to attract customers actively using one marketing communications tools – a special event, which laid the basis for socio-cultural mechanisms implemented, as a rule, experts of social and cultural activities. However, in a special event in cultural institutions, it is considered only within the framework of recreational, educational, educational functions, but not as an effective marketing tool. The author concludes the missed opportunities of cultural organizations in the field of event marketing and offers an approach to the estimation of costs of the event-related shares. The article describes examples of special events, cultural organizations implemented the Ryazan region, one of the objectives of which are, in my opinion, was the formation of consumer loyalty.
Keywords: marketing, special event, event-marketing, customer loyalty, marketing activities of cultural institutions, social and cultural activities, cost calculation of special events.
Sources
1. Novatorov V.E. Ivent-marketing kak trendovaya tehnologiya sotsialnokulturnoy deyatelnosti // Vestnik Moskovskogo gosudarstvennogo universiteta kulturyi i iskusstv. 2014. №2 (58). S. 175-180.
2. Mitrofanova T.Y. Sozdanie imidzha organizatsii sotsialno-kulturnoy sferyi s pomoschyu PUBLIC RELATIONS tehnologiy // Kultura i obrazovanie. – Mart 2014. – №3 [Elektronnyiy resurs]. URL: vestnik-rzi.ru/2014/03/1532. (data obrashcheniya: 20.10.2016).
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7. Ivanchina E. Normirovanie deyatelnosti po organizatsii meropriyatiy. Primeryi raschetov // Spravochnik rukovoditelya uchrezhdeniya kulturyi. – 2016. – №11. [Elektronnyiy resurs]. URL: e.rukulturi.ru/article.aspx?aid=503372#01. (data obrashcheniya: 20.10.2016).
8. Prikaz Ministerstva kulturyi Rossiyskoy Federatsii ot 26.08.2016 № 1947 «Ob utverzhdenii Primernogo polozheniya ob oplate truda rabotnikov federalnyih byudzhetnyih uchrezhdeniy kulturyi, iskusstva, obrazovaniya i nauki, nahodyaschihsya v vedenii Ministerstva kulturyi Rossiyskoy Federatsii» (Zaregistrirovan v Minyuste Rossii 23.09.2016 № 43774) [Elektronnyiy resurs]. URL publication.pravo.gov.ru/Document/View/0001201609260028. (data o obrashcheniya: 07.11.2016).
INTERNET-MARKETING
Client experience analysis of customer's comments in Russia's online stores
Prokhorova T.B., Faculty of Business and Management, School of Business Administration, Department of Company Marketing, National Research University Higher School of Economics (HSE), assistant (Moscow), e-mail: tbprokhorova@hse.ru, goroshkova.tatiana@gmail.com
This paper is devoted to the analysis of customer experience presented in reviews on Russia’s online stores, published on the Internet. Sample from the base of Russia's largest platform for e-commerce –Yandex.Market was used as the data for this study, containing more than 150,000 customer’s reviews. The objective of the study was to analyze customer reviews on stores and products, to identify factors that affect customer satisfaction.
Keywords: online shop, e-commerce, customer experience, customer experience management, customer satisfaction.
Sources
1. Schmitt B.H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. N.Y.: John Wiley & Sons.
2. Chen H. and Qi Y., 2016. The Evaluation of Customer Satisfaction with the Third Party Logistics Service Quality for Online Shopping.
3. Gentile C., Spiller N. & Noci G. (2007) How to sustain the customer experience: an overview of experience components that co-create value with the customer // European Management Journal. – Vol. 25. – No. 5.– Pp. 395–410.
4. [Elektronnyy resurs] AKIT. Analitika: Internet torgovlya. Itogi pervogo polugodliya 2016 goda (URL: akit.ru/analitika_1p2016/, data obrashcheniya: 26.09.2016)
5. Shaun Smith and Joe Wheeler Managing the Customer Experience: Turning customers into advocates // Financial Times Press, 2002.
6. Shaun Smith and Joe Wheeler Managing the Customer Experience: Turning customers into advocates // Financial Times Press. – 2002.
7. Bernd H. Schmitt Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons, 2003.
8. Carbone L.P., Berry L.L. (2007). Build Loyalty Through Experience Management // Quality Progress. – Vol. 40. – No. 9. – Pp. 26–32.
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9. Davis S., Longoria T. Harmonizing your ‘touch points’ // Brand Packaging, January/ February 2003.
10. Clemes, M.D., Gan, C., Kao, T.H. and Choong, M., 2008. An empirical analysis of customer satisfaction in international air travel. Innovative Marketing, 4(2), pp.50-62.
11. Davis S., Longoria T. Harmonizing your ‘touch points’ // Brand Packaging. – 2003. – January/ February.
12. Clemes M.D., Gan C., Kao T.H. and Choong M., 2008. An empirical analysis of customer satisfaction in international air travel // Innovative Marketing. – No. 4(2). – Pp. 50–62.
13. Klaus P., Maklan S. (2013). Towards a better measure of customer experience // International Journal of Market Research. – Vol. 55 Iss. 2. – Pp. 227–246.
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15. Westenberg E. The Future of Retail Touchpoints. Extending Your Reach in the Consumer Shopping Journey // Cisco Internet Business Solutions Group (IBSG). – 01.2010. Pp. 1–12.
16. Adam Richardson Using Customer Journey Maps to Improve Customer Experience // Harvard Business Review. Blog Network. November 2010 [Elektronnyy resurs]. URL:
blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html (дата обращения 26.09.2016).
MARKETS: STATE AND DEVELOPMENT
Forecasting of a wheat market capacity based on a model creation of the interregional cross-industry balance
Chupin R.I., candidate of sociological sciences, research associate in Institute of economy and organization of industrial production of the Siberian Branch of the Russian Academy of Sciences, e-mail: roman-chupin@yandex.ru
Aleshchenko V.V., doctor of economic sciences, vice-rector of research activities in Omsk State Agrarian University named after P.A. Stolypin, e-mail: omsksme@rambler.ru
Aleshchenko О.А., junior research associate in Institute of economy and organization of industrial production of the Siberian Branch of the Russian Academy of Sciences, e-mail: oelab2@mail.ru
The questions solution of food security requires use of effective evaluation methods and forecasting of food products markets, first of all, wheat. The author made assessment of model variables; the change sequence of basic processes in the market of grain raw materials in federal districts of Russia is determined. Forecast measure values of interregional cross-industry balance of the market of grain raw materials are determined. The forecast of wheat market capacity in Siberian Federal District till 2020 is constructed.
Keywords: market of wheat, cross-industry balance, forecasting, market capacity, federal district.
Sources
1. Koshelev B.S. Zernovoe proizvodstvo regiona v usloviyah rynka / B.S. Koshelev, V.F Stukach. – Omsk: Sfera, 2006. – 359 s.
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DISCUSSION CLUB
Impact of the marketing paradigm phase on global entrepreneurship methodology in goods production field
Syaglova Yu.V., PhD, associate professor of «Marketing and trade» department The Russian Presidential Academy of National Economy and Public Administration (RANEPA), Institute of Public and Private Sector Management, e-mail: y.syaglova@mail.ru
This article describes the main maradigms stages, explains their cyclical patterns and the further development, the auther describes the cases of global enterpnenership companies, the emergence and manifestation of which is associated with the change of the marketing paradigm stage.
Keywords: marketing paradigms, cyclical nature, pattern, competitiveness.
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PUBLICATIONS
List of articles published in journal «Marketing in Russia and Aboard» in 2016
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