MARKETING TOOLS

Positioning strategy of the company based on social-marketing program
Reznik G.A., doctor of Economics, Professor, honored worker of the higher school of the Russian Federation, head. Department of Marketing and economic theory FGBOU VO “Penza state University of architecture and construction” (440028 Penza, ul. Germana Titova, d. 28), e-mail: reznikga@gmail.com
Khazova Y.S., 2nd year master’s student, Penza state University of architecture and construction, e-mail: ms.khazova@mail.ru

The article is devoted to the problem of improving the strategy of social positioning of the enterprise as a tool for the formation and management of long-term relations with the target audience. Theoretical aspects of positioning strategy and social marketing in it are considered. The main provisions of corporate social responsibility of the enterprise are reflected. On the example of a construction company, the results of the study of the strategy of social positioning of the enterprise are summarized. According to the results of the survey of current and potential customers of the company, the advantages of the company were identified and the assessment of the current position in comparison with competitors, as well as the presence of a social component in it. Presents the results of the perceptions of the target audience. The drivers of the market – the most important activities of the socially oriented company-are defined, the point of differentiation for successful positioning is defined. Practical recommendations for the development of the strategy of social positioning and raising the status of the company to “socially responsible” using the social marketing program.
Keywords:  company, positioning strategy, social marketing, marketing research, social marketing program, corporate social responsibility.

Sources
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13. Lan R. Andreasen Social Marketing in the 21st Century. – 2005. – 280 с.

МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ
MARKETING RESEARCH

Assessment of brand awareness of companies-developers of the territory: development and implementation of marketing research design
Kapustina L.M., Ph.D., Professor and head of the department of marketing and international management at Urals State University of Economics, e-mail: lakapustina@bk.ru
Timokhina G.S., Ph.D., Associate Professor of the department of marketing at The Plekhanov Russian University of Economics, e-mail: galinatimokhina@yandex.ru
Sysoeva T.L., Ph.D., Associate Professor of the department of marketing and international management at Urals State University of Economics, e-mail: t.l.reshetilo@mail.ru
Izakova N.B., senior teacher of the department of marketing and international management at Urals State University of Economics, e-mail: izakovan@gmail.com
Popova O.I., Ph.D., Associate Professor of the department of marketing and international management at Urals State University of Economics, e-mail: o.popova63@mail.ru

In order to build brand management processes effectively for the differentiation the product and detuning from competitors in a highly competitive residential real estate market of a specific territory, it becomes very important to assess brand recognition indicators. In this article, the authors present a step-by-step development of the design of brand awareness marketing research of the companies-developers of the city of Yekaterinburg and the results of the research.
This research allows to assess the key indicators of brand awareness: top-of-mind, spontaneous recognition, induced recognition. The authors have developed recommendations on the use of research results in the marketing activities of development companies of a territory.          
Keywords:  assessment, indicators of brand awareness, marketing research, design, developers of the territory.

Sources
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2. Groshev I.V. Sistemnyi brend-menedzhment / I.V. Groshev, A.A. Krasnoslobodtsev. – M.: IuNITI-DANA, 2016. – 655 s.
3. Shchekoldin V.Iu., Tsoi M.E. Vyiavlenie i analiz faktorov, vliiaiushchikh na vospriiatie brendov potrebiteliami // Ekonomika i biznes. Vzgliad molodykh. – 2013. – № 1. – S. 367.
4. Cherchill G.A. Marketingovye issledovaniia / G.A. Cherchill. – SPb.: Piter, 2015. – 752 s.
5. Lamben Zh.-Zh. Menedzhment, orientirovannyi na rynok / Zhan-Zhak Lamben, Ruben Chumpitas, Izabel Shuling / per. s angl.; pod red. V.B. Kolchanova. – 2-e izd. – SPb. [i dr.]: Piter, 2014. – 718 s.
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Analytics of the Russian dissertation research in marketing for the period from 2015 to 2017
Groshev I.V., doctor of Economics, doctor of psychology, honored worker of science, Professor, Deputy Director of the Institute of education and science, e-mail: aus_tgy@mail.ru
Krasnoslobodtsev A.A., Candidate of Economics, experienced specialist in brand management, marketing and advertising, e-mail: aus_tgy@mail.ru

The article discusses the results of the analysis of Russian theses research on marketing in the period from 2015 to 2017 On the basis of the obtained results of the generated maps in force and existing dissertation councils on marketing. The quantitative frequency of mentioning key topics in dissertation research with their comparison with the key topics of articles in marketing journals is presented. The analysis of the received information demonstrates the dynamics of reduction of the number of dissertation councils and the number of defended dissertations with the vignetting of the marketing theme.
Keywords:  dynamics, thesis, dissertation research, marketing, positioning, problems, rating, specialty, and frequency.

Sources
1. Krasnoslobodtsev A.A., Groshev I.V. Analitika rossiiskikh profilnykh zhurnalov po marketingu za 2015 god // Marketing v Rossii i za rubezhom. – 2016. – Iiul–avgust. – № 4. – S. 31–39.

Factors influencing consumer behavior on the fashion market
Mel’nik A.Yu., Master of Penza State University, department “Marketing, Commerce and service sector», Russia, Penza, Krasnaya Street, 40, e-mail: spravkaann@gmail.com

This article presents the results of a marketing study of consumer behavior in the market of fashion-industry in Russia. The study was conducted through an Internet survey. In the course of it, data were obtained that allowed the author to identify the preferences of the modern consumer, as well as to analyze and systematize the most important factors affecting the process of making a purchase. In conclusion, the recommendations on the directions and priorities of the future positioning of the company are proposed.
Keywords: positioning, brand, fashion-market, consumer behavior, company, marketing.

Sources
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4. Androsov N., Voroshilova I., Dolgov D.V. Internet-marketing na 100%. – M.: Piter, 2016. – 240 c.
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8.  Kriukova E., Savelev D.  100+ khakov dlia internet-marketologov. – M.: Alpina Pablisher, 2018. – 350 s.
9. Sekerin V. Innovatsii v prodvizhenii brenda // Marketing. – 2016. – № 2 (99). – 92 s.

DISTRIBUTION CHANNELS

How to estimate and choose a reliable supplier
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

The proposed method for selecting suppliers provides for a quantitative assessment of the aggregate-decomposition method for measuring hierarchically structured objects of the competitiveness of products from alternative suppliers, their level of competitive potential and competitiveness. Measuring the level of quality and competitiveness of purchased goods is based on the method of «profiles». The estimated indicator of supplier competitiveness is determined by integrating the indicator of competitive potential and the competitiveness of its products. The vendor selection methodology is focused on long-term cooperation with the customer, allows you to objectively rank alternative suppliers and make informed decisions related to the choice of partners. Approbation of the technique is shown on the example of selecting the supplier of the power cable.
Keywords: supplier, product, choice, quality, quality indicator, cable, weight coefficient, competitive potential, competitiveness.

Sources
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2. Faskhiev Kh.A., Popova E.V. Kak izmerit konkurentosposobnost predpriiatiia? // Marketing v Rossii i za rubezhom. – 2003. – № 4. – S. 53–68.
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4.  Blokhin M.V., Egorov V.S., Shestakov A.L.  O kachestve raboty s postavshchikami // Avtostandart. – 2003. – № 4. – S. 49–52.

MARKETING COMMUNICATIONS

Development of media planner competencies in web-environment
Azoev G.L., Director of the Institute of Marketing State University of Management, Chair of Marketing department, Professor, Doctor of Economics, е-mail: azgl@yandex.ru
Hohlov D.A., postgraduate student State University of Management, е-mail: daniluk53@gmail.com

The main problem of media planning in digital marketing is the lack of full-fledged models and tools that adequately take into account the specifics of the Internet. This fact complicates the work of the media planner and requires new competencies, primarily related to the development of their own methods of planning advertising campaigns. In this article are presented directions of development of such methods, that exploit the benefits of web-environment: features of the transition to new metrics, use online methods
of purchasing advertising space, the specificity of calculation of parameters of media plan, the use of special models media planning digital advertising communications.
Keywords: media plan, media planner sales, advertising metrics, online advertising space purchase, online model for media planning.

Sources
1. Marketing: osvoenie professii: uchebnik dlia vuzov / pod red. G.L. Azoeva. – SPb.: Piter, 2018. – 544 s.
2. Mann I.B. Internet-marketing na 100%. – SPb.: Piter, 2014. – 240 s.
3. Tsarevskii F.L. Iandeks.Direkt: Kak poluchat pribyl, a ne igrat v lotereiu. – SPb.: Piter, 2016. – 224 s.
4. Chaffey Dave. Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. 2012: Pearson Education; 5 edition.
5. Smith PR, Ze Zook. SOSTAC(r) Guide To Your Perfect Digital Marketing Plan 2018: Vol. 4. PR Smith, 2018.

Features of marketing communications in the Russian dental services market
Mushketova N.S., Doctor of Economics, Professor, Department of Marketing, Volgograd State University, е-mail: nmushketova@yandex.ru
Braun V.А., master’s student of the Institute of Management and Regional Economics (42.04.01 “Advertising and Public Relations”) Volgograd State University, е-mail: viktoriyabraun.1@yandex.ru

The owners of private dentistry need more attention to the modern marketing tools and diversify the list of these tools. In this regard, particular interest is on the analysis of that specific tools are used by metropolitan and regional clinics in their promoting. It allowed to reveal the dental services marketing level in Moscow and in the regions, and also to conclude that trends in marketing communications will be set by the capital's dental business.
Keywords: marketing communications, marketing tools, dental services, crowd marketing, trends in the promotion of medical services.

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3.  Ivanova A.A. Prodvizhenie stomatologicheskoi kliniki // Tvorchestvo molodykh: dizain, reklama, informatsionnye tekhnologii: sb. tr. XVI Nats. nauch.-prakt. konf. studentov i aspirantov. – 2017. – S. 68–71.

Experimental study of outdoor advertising perception in urban space
Tkhorikov B.A., PhD in Sociology, Associate Professor, Head of the Department of Management and Marketing of Belgorod State National Research University, e-mail: tkhorikov@bsu.edu.ru
Lomovceva O.A., Doctor of Economics, Professor, Professor of Department of Management and Marketing, Belgorod State National Research University, e-mail: lomovceva@bsu.edu.ru

The paper provides the results of the experiment by Belgorod residents’ estimate of outdoor advertising perception. In experiment 12 people was involved, 36 measurements made using eyeglasses and software company Pupil (Germany). It is established that the outdoor advertising visibility is 13% with an average duration of view fixing of 2 seconds. The heat maps of advertising banners are compiled and analyzed. The structure of information placement on the advertising banner has been prepared. General recommendations for improving the efficiency and prospects of outdoor advertising are given.
Keywords: outdoor advertising, eytreker, oculographic research.

Sources
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5. Posypanova O.S. Ekonomicheskaia psikhologiia: psikhologicheskie aspekty povedeniia potrebitelei. – Kaluga: Izd-vo KGU im. K.E. Tsiolkovskogo, 2012. – 296 s.
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Marketing system of client lead generation in the banking area
Golubeva M.A., Candidate of Economic Sciences, Associate Professor, Department of Management and Marketing  Kostroma State University, e-mail: mariya-golubeva-2012@mail.ru
Goroshinkina A.M., Master Student, Department of Management and Marketing Kostroma State University, e-mail: a.goroshinkina@rambler.ru

The article highlights the key results of the development and implementation of a client-led marketing system in the banking sector. The carrying out a complex multipurpose marketing research of consumer demand through the use of the SERVQUAL methodology has been substantiated. A classification of leads in the banking sector is presented and the main toolkit for marketing the products of a banking credit institution is identified, taking into account the ways to expand the target audience.
Keywords:  lead generation, lead, marketing system, marketing research, promotion, SERVQUAL, bank credit organization.

Sources
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Forming effective interaction with a customer on the online foreign languages school market
Orlova M.V., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: rubinkaira35@mail.ru
Silina S.A., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: marketinguslug@yandex.ru
Gray V.S., graduate student of High School of Marketing of the State University of management, Moscow, Russia, e-mail: viktoria.gray@yandex.ru

The article explores modern online marketing communications tools that allow to form a process of effective interaction with a client, taking into account the specifics of promoting online foreign language schools.
Keywords: foreign language schools, marketing communications tools, online-environment.

Sources
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3. Ulianovskii A.V. Marketingovye kommunikatsii: 28 instrumentov milleniuma. – M.: Eksmo, 2008. – 453 s.
4. Bokarev T. Entsiklopediia internet-reklamy. – M.: Izd. dom «Promo-ru», 2000. – 416 s.
5. Federalnyi zakon ot 13.03.2006 № 38-FZ «O reklame». – St. 5.
6. Fedorenko A.N. Klientskoe soobshchestvo kak novyi sposob prodvizheniia kompanii // Internet-zhurnal «NAUKOVEDENIE». – 2017. – T. 9. – № 5.
7. Poiskovoe prodvizhenie na zapadnykh rynkakh: sovety dlia biznesa // Internet-marketing. – 2018. – № 2 [Elektronnyi resurs]. URL: rush-agency.ru/poiskovoe-prodvizhenie-na-zapadnyh-rynkah-sovety-dliya-biznesa/(data obrashcheniia 17.07.2019).
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MARKETING FOR NON-PRODUCTIVE SPHERE

Promotion features for medical services
Korchagova L.A., сandidate of economic sciences, Associate Professor, Department of Marketing and Advertising, RSUH (Miusskaya sq 6, Moscow), e-mail: lakor@rggu.ru
This article considers the specific features of the medical organizations promotion and their market services. The author highlights the main features of the medical services market that determine the choice of the most effective promotion tools in the future. The medical services market actively is used traditional advertising means and PR-tools. Currently, along with offline-tools, online tools are actively used today for medical organizations promoting and their services. However, the means and tool used of promotion should be adapted to this specific area.
Keywords: medical organizations, medical services, promotion, advertising and PR-tools, offline tools, online tools.

Sources
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2. Zamuraeva L.E., Kaznina D.E. Osobennosti PR v sisteme marketingovykh kommunikatsii meditsinskogo uchrezhdeniia: materialy XVIII Vseros. stud. nauch.-prakt. konf. Nizhnevart. gos. un-ta. – Nizhnevartovsk, 2016. – S. 211.
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