MARKETING RESEARCH

Client orientation in public health care: impact on the level of patient satisfaction
Kostanyan A.А., Assistant of the Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, e-mail: ani.kostanyan@yandex.ru

The article considers the current state of client orientation in public health care organizations of the capital region. The paper presents the results of a quantitative marketing research on the impact of objective indicators of the medical organization performance on the level of patient satisfaction. The recommendations are formulated to increase the level of client orientation in primary health care organizations.
Keywords: client orientation, services marketing, level of satisfaction, multivariate factor analysis, public health, insurance medicine.

Sources
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8.  Hennig-Thurau T.  Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention // International Journal of Service Industry Management. 2004. Vol. 15 (5). P. 460–478.
9.  Kohli A., Jaworski B. Market orientation: The construct, research propositions, and managerial implications // Journal of Marketing. 1990. Vol. 54 (2). P. 1–18.
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MARKETING COMMUNICATIONS

How «to tame» a client
Arakelova I.V., Ph.D. in Ec.Sc., аssociate рrofessor, Head of the Department of World Economy and Economic Theory, Volgograd State Technical University, e-mail: iv.arakelova@gmail.com
Kubli n I.M., Dr of Ec.Sc., Professor, Department of Marketing, Economy of enterprises and organizations, Saratov Socio-Economic Institute (branch) of PRUE, e-mail: ikublin@mail.ru

The presented article considers different material and non-material ways of getting and keeping clients. The authors come to the conclusion that for a company focused on customer loyalty is necessary a new management approach and a new business philosophy.
Keywords: customer loyalty, loyalty, marketing strategies to encourage customers, loyalty programs, value approach, management system, socially responsible business.  

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11. Kublin I.M., Saninskiy S., Tinyakova V. Problemyi i protivorechiya razvitiya marketingovyih issledovaniy v sovremennoy ryinochnoy ekonomike // Problemyi teorii i praktiki upravleniya. – 2015. – № 10. – S.113-119.
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Actual forms of co-marketing: examples of Russian and foreign experiences
Dremova M.S., Marketer of the Association of Co-Marketing of Russia, e-mail: marina.dremova@aco-m.ru

In the article analyze the most popular forms of joint marketing: cross-promo, co-branding, copying, release of co-branding cards and a coalition loyalty program.
Keywords: co-marketing, cross-marketing, co-branding, cross-promo, co-branding cards, loyalty program.

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2. Bucklin L.P., Sengupta S.  Balancing Co-Marketing Alliances for Effectiveness // MSI Working Paper. 1992. Report № 92-120 (August).
3. Woodside A.G., Ferres-Costa K.R.  Business-to-Business Marketing Organization Buying Behavior and Interfirm Relationship and Network Behavior // Baker M.J., Hart S. The Marketing Booke. Business&Economics, 2005.
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Trade fairs marketing research: desk study
Simonov K.V., Ph.D. in Economics, MBA, associate professor of Department of Marketing of Faculty of Economics of Lomonosov Moscow State University, e-mail: kirill.simonov.msu@yandex.ru

The essence of this analysis is in characterizing the current situation and the main tendencies in connection with marketing researches of trade fairs. “Desk research” and methods of analytic review were applied to the selected group of key publications. Some gaps, admissions, disagreements, discrepancies and weak points that had accrued in the field of trade fairs marketing researches were revealed. The analysis has allowed developing the wide agenda for the activity in the sphere of trade fairs marketing researches.
Keywords:  trade fair, market researches, exhibitor, visitor, organizer.

Sources
1. Sarmento M., Simões C., Farhangmehr M. B2B Interactions at Trade Fairs and Relationship Quality: A Conceptual Approach // Advances in Business Marketing and Purchas. – 2014. – № 21. – Pp. 167–189.
2. Kuz'minova Yu.V., Bolotova I.S. Vystavochnye meropriyatiya v formate kommunikativnoj ploshchadki kak kachestvennoe i mnogofunkcional'noe sredstvo prodvizheniya tovara // Vestnik Belgorodskogo universiteta kooperacii, ehkonomiki i prava. – 2016. – № 5 (61). – s. 255-265.
3. Sulejmanova K.A. Vystavki kak ehlement kompleksa marketingovyh kommunikacij // Obrazovanie. Nauka. Nauchnye kadry. – 2014. – № 1. – s. 160-162.
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9. Rumyanceva E.G. Strategiya vystavochnoj deyatel'nosti promyshlennogo predpriyatiya v perspektive // Marketing i logistika. – 2015. – № 1–1(1). – s. 33-40.
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COMPETITIVENESS

How to determine the competitive price of a new product
Faskhiev Kh.A., doctor of technical sciences, professor, Ufa branch of Financial University under the Government of the Russian Federation, Ufa state aviation technical university, e-mail: faskhiev@mail.ru

A methodology for determining the competitive price of a new product to be introduced to the market is developed, which is based on establishing the price dependence on the quality of competitive goods – the construction of the «red price» line. Having established the quality factor of a new product along the «red price» line, its competitive price is determined. To improve the objectivity of assessments, a method is proposed to amend the results of the preliminary calculation of the quality factor for the image of the producer of the goods. Practical use of the method of determining the competitive price of a new product is shown using the example of a new model of an angle grinder.
Keywords:  product, quality, price, competitiveness, image, score, quality score, “red price”, angle grinder.      

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TERRITORIAL MARKETING

Mediapolicy of territorial brand: conceptual framework
Frolov D.P., Doctor of Economic Sciences, Professor, Head of Department «Marketing», Volgograd State University, Volgograd, Russian Federation, e-mail: ecodev@mail.ru
Strekalova A.S., Candidate of Biological Sciences (PhD), Assistant Professor of Department «Marketing», Volgograd State University, e-mail: strekalovaas@mail.ru

This article was prepared with the support of the Russian Foundation for Basic Research and
the Volgograd Region Administration, the project «Institutions and industries of transactional economic development of the region: forming of analysis methodology and regulatory policy» No. 17-12-34009 a(r).

In article prospects of the alternative concept of branding of territories integrating approaches of territorial marketing and a mediology are considered. The stakeholder interpretation of mediapolicy of territorial brands considering tendencies of a digitalization and hybridization of a modern mediasphere is offered. The first examples of purposeful formation of mediapolicy of brands of the foreign cities are analysed. The interpretative content analysis of mediacommunications of the Russian regions – leaders in the field of branding is carried out. The frame concept of new mediapolicy of territorial brands is
submitted.
Keywords:  branding of territories, marketing of territories, mediapolicy, digitalization, online-branding, stakeholders, journalists of territories.

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Marketing of small towns as a factor of region development
Sheresheva M.Y., PhD, Professor, Faculty of Economics, Lomonosov Moscow State University, Director of the Research Center for Network Economy, e-mail: m.sheresheva@gmail.com
Oborin M.S., PhD, associate Professor of economic analysis and statistics FSBEI Perm Institute (branch) of the Federal state institution of higher education “Russian economic University G.V. Plekhanov”, Perm, 614070, Perm, Boulevard Gagarina, 57 Professor, Department of world and regional economy, the economic theory of the Perm state national research University, 614990, Perm, street bukireva, 15, e-mail: recreachin@rambler.ru
Berezka S.M., Marketing Director, Research Center for Network Economy, Faculty of Economics, Lomonosov Moscow State University, Moscow, 119991, Leninskie Gory, 1-46, e-mail: svtl.berezka@gmail.com

The article was prepared within the framework of the research carried out with the financial support of grant of Russian scientific Foundation (project No. 17-18-01324) “Sustainable development of territories on the basis of network interaction of small towns and district centers”.

The article deals with opportunities of small cities’ marketing and their alliances as a factor of sustainable development of a territory. Particular attention is paid to exploring the potential of the subjects of the Russian Federation under consideration. The current state of small towns’ economy is characterized, directions for diversification are proposed. The authors come to the conclusion that marketing efforts are able to make positive contribution to the regional sustainable development. A theoretical model is proposed, to be further tested on empirical data from three Russian regions – the Vladimir Oblast, the Tula Oblast, and the Perm Krai.
Keywords:  place marketing, small city, city brand, tourism attractiveness, sustainable development, relationship marketing, place value proposition, networking.

Sources
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INTERNET-MARKETING

Marketing strategies of internet communications (on tourist industry example)
Tetushkin V.А., Tambov state technical University, Tambov, Tambov region, Russian Federation, e-mail: volodtetus@yandex.ru

In the article considers the modern marketing strategy of Internet communications on example tourist industry. Recommended for using methods of search engine optimization and calculation of the efficiency for the Internet strategies. A comparative analysis of planning a communication strategy and plan communication strategy on the Internet.
Keywords: marketing, Internet communication, Internet technologies, communication strategies, banner and contextual advertising, service and tourism.

Sources
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MARKETS: STATE AND DEVELOPMENT

Specifics and key features of world consumer electronics market
Medvedeva A.A., PhD Student, Department of World Economy Faculty of Economics Lomonosov Moscow State University, e-mail: medal89@yandex.ru
Chikhun L.P., Associated Professor, Department of World Economy Faculty of Economics Lomonosov Moscow State University, e-mail: chihun@mail.ru

The article considers specifics and key features of world consumer electronics market. The main aspects of new products launch and further demand development on consumer electronics market are pointed out. Comparison between product’s development and life cycle is given. The article assesses place of companies, which launch new innovative products and shows appearance of first competitors. Special attention is given to renewal of product line, seasonality and cyclic demand fluctuations. The article also shows gradual obsolescence of products. The authors analyze modern trends in consumers’ behavior during new electronics products purchasing and show the increasing importance of informational channels.
Keywords: Consumer electronics market, product lifecycle, market growth, innovations, market share, product line, seasonality, cyclicity, fluctuations, demand.

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Evaluation of the automobile market in the African countries
Dia M.S.M., Post-graduate student of the department of Economy of high-tech industries department, Moscow Polytechnic University, e-mail: dia-magatte@rambler.ru
Sekerin V.D., Dr. Sc. (Economics), professor, head of the department of Economy of high-tech industries Moscow Polytechnic University, e-mail: bcintermarket@yandex.ru

The article presents the current state of the automotive market in Africa is considered. It is determined that the development of motor industry on the continent is one of the main priorities of the socio-economic policy of states.
Keywords: South African auto market, business environment, “chain strikes”, wholesale distributor, African Automobile Manufacturers Association.

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World labor market: state and trends
Krivorotko I.A., candidate of economical sciences, associate professor of the chair “International Economics” Institute of Economics and Management V.I. Vernadsky Crimean Federal University, e-mail: krivorotko-inna@mail.ru

This article examines the main segments of the world labor market. At the present stage, the labor market is characterized by a low labor cost. World migration flows and the dynamics of regional unemployment are singled out. The average monthly salary according to the rating of the states is analyzed. The main problems of the Russian Federation regarding labor resources were identified, which led to a low ranking position. The strengthening of state support and the improvement of the technology of the employment service of the Russian Federation are proposed.
Keywords:  labor market, labor force, unemployment, migration, segment, problems, population, number structure, employment.

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List of articles published in journal «Marketing in Russia and Aboard» in 2017