Contents of N6/2016

all contents

Contents of N6/2016

MARKETING THEORY AND METHODOLOGY

The mythology of the Maslow’s pyramid
Strekalova A.S., Ph.D., master of management, Volgograd State University, e-mail: strekalovaas@mail.ru

In article meta-analysis of the works devoted to A. Maslow’s concept is carried out. The main myths connected with a pyramid of needs and the theory of motivation of  A. Maslow are systematized. Delusions are disavowed and original authorship of the graphic representation of hierarchy of needs for a type of a pyramid is established. The reasoned denial of strict hierarchy of needs for A. Maslow’s theory based on the detailed analysis of primary sources is given.
Keywords: Maslow’s pyramid, theory of motivation, hierarchy of needs, marketing, humanistic psychology.

Sources
1. Aronovskaja E.L. Novyj vzgljad na teoriju ierarhii potrebnostej A. Maslou. Psihologija i pedagogika v sisteme gumanitarnogo znanija: materialy XIV Mezhdunarodnoj nauchno-prakticheskoj konferencii, g. Moskva, 2-3 aprelja 2015 g. M.: Izd-vo «Institut strategicheskih issledovanij»: Izd-vo «Pero», 2015. 160 p. Pp. 7-13.
2. Budisenko E.V., Vashko T.A. Transformacionnaja model' piramidy Maslou kak baza dlja formirovanija sistemy motivacii personala. Upravlenie chelovecheskimi resursami – osnova razvitija innovacionnoj jekonomiki. 2011. No. 3. Pp. 212-218.
3. Bukejhanov N.R. Zakshevskaja N.N., Nikishechkin A.P., Chmyr' I.M. Piramida Maslou v marketinge bezopasnosti. Sociologija. 2013. No. 2. Pp. 139-143.
4. Bukejhanov N.R., Kanbetov A.Sh,  Nikishechkin A.P., Chmyr' I.M. Piramida potrebnostej i problemy bezopasnosti zhiznedejatel'nosti. Jekologija i promyshlennost' Rossii. 2013. No. 7. Pp. 59-61.
5. Vazhenina I.S. Vozvyshenie potrebnostej i avtomobil'. Marketing v Rossii i za rubezhom. 2016. No. 1 (111). Pp. 4-12.
6. Vartanjan A.A., Sidel'nikov Ju.V. Vtoraja gran' piramidy Maslou. Jekonomicheskie strategii. 2006. Vol. 8. No. 3. Pp. 128-135.
7. Vihanskij O.S., Naumov A.I. Menedzhment: Uchebnik. 3-e izd. M.: Jekonomist#, 2003.  528 p.
8. Garin E.V. Ierarhija potrebnostej cheloveka. Vestnik nauki Sibiri. 2014. No. 2 (12). Pp. 168-181.
9. Genkin B.M. Jekonomika i sociologija truda: ucheb. dlja vuzov. 7-e izd., dop. M.: Norma, 2007. 448 p.
10. Gubarev R.V. Analiz sovremennyh teorij motivacii i stimulirovanija truda. Vestnik UGAJeS. Nauka, obrazovanie, jekonomika. Serija: Jekonomika. 2014. No. 1 (7). Pp. 239-246.
11. Dudin S.G. Proizvodstvennye otnoshenija jekonomicheskoj sistemy postindustrial'nogo mira. Journal of economic regulation = Voprosy regulirovanija jekonomiki. 2013. Vol. 4. No. 1. Pp. 8-13.
12. Egorshin A.P. Upravlenie personalom: uchebnik dlja VUZov. 4 izd., ispr. N. Novgorod: NIMB, 2003. 720 p.
13. Kotler P. Kartajaya H., Setiawan I.  Marketing 3.0. Ot produktov k potrebiteljam i dalee – k chelovecheskoj dushe / per. s angl. A. Zajakina. M.: Al'pina Biznes Buks, 2012. 240 p.
14. Makarevich N. Piramida potrebnostej Maslow [Internet-portal]. URL: jv.ru/news/psikhologhiia/poniatiia_i_tierminy/10944-piramida-potrebnostej-maslou.html (data obrashhenija 10.07.2016)
15. Maslow A. Motivacija i lichnost'. 3-e izdanie  Per. s angl. SPb.: Piter, 2008. 352 p.
16. Naumova E.A., Semenova O.N., Shvarc Ju.G. Ierarhicheskaja piramida Maslow: rezul'taty anketirovanija vrachej i uchashhihsja medicinskogo universiteta. Aktual'nye problemy gumanitarnyh i estestvennyh nauk. 2015. No. 11-6. Pp. 114-117.
17. Pankruhin A.P. Marketing: ucheb. dlja studentov, obuchajushhihsja po special'nosti «Marketing». 6-e izd., ster. M.: Izdatel'stvo «Omega-L», 2009. 656 p.
18. Pirogova N.V., Judina E.A. Motivy lichnosti i piramida potrebnostej: aktualizacija v turisticheskoj reklame. Agrarnyj vestnik Urala. 2016. No. 147 (5). Pp. 108-114.
19. Platonov A.M., Kozlov V.V. «Piramidal'nye» motivacii razlichnyh grupp lichnostej v sfere menedzhmenta: konceptual'nyj podhod. Vestnik Ural'skogo federal'nogo universiteta im. B.N. El'cina. Serija Jekonomika i upravlenie. 2014. No. 2. Pp. 164-171.
20. Popova Zh.G. Psihologicheskie aspekty vosprijatija reklamy potrebitelem [Jelektronnyj resurs]. Marketing v Rossii i za rubezhom. 2002. No. Pp. 18-27. URL: mavriz.ru/articles/2002/5/137.html (data obrashhenija 02.09.16)
21. Skokov R.Ju. Piramida irracional'nyh potrebnostej / Integracija nauki i proizvodstva – strategija ustojchivogo razvitija APK Rossii v VTO. Materialy Mezhdunarodnoj nauchno-prakticheskoj konferencii, posvjashhennoj 70-letiju Pobedy v Stalingradskoj bitve. 30 janvarja – 1 fevralja 2013 g., g. Volgograd. Vol. 4. Volgograd: FGBOU VPO Volgogradskij GAU, 2013. 468 p. Pp. 248-252.
22. Spivak V.A. Razvivajushhee upravlenie personalom. SPb.: Izdatel'skij dom «Neva», 2004. – 440 s.
23. Strel'nikov A.N. Piramida potrebnostej po Maslou kak model' razvitija onlajnovyh social'nyh setej. Informacionnye sistemy i tehnologii. 2010. No. 5 (60). Pp. 105-108.
24. Surguladze V. Mesto ideologii v sisteme motivacii lichnosti. Svobodnaja mysl'. 2016. No. 1 (1655). Pp. 123-136
25. Teorija marketinga / red. M. Baker. SPb.: Piter, 2002. 464 c.
26. Test Maslou. Laboratorija psihotehniki IFN [Jelektronnyj resurs]. 2011. URL:  psi-test.ru/person/maslow.html (data obrashhenija 12.07.2016)
27. Harlampieva S.S. Jemocii v reklame i ih ispol'zovanie v kommercheskih celjah. Prakticheskij marketing. 2010. No. 1. Pp. 3-10.
28. Cherenkov V.I. Generalizacija marketingovoj teorii: jevoljucija marketinga i paradigma vyzhivanija Karla-Jerika Linna [Jelektronnyj resurs]. Marketing v Rossii i za rubezhom. 2006. No. 4. URL: mavriz.ru/articles/2006/4/4554.html (data obrashhenija 05.07.2016)
29. Chernjakov M.K., Chernjakova I.A. Apriornyj analiz teorij motivacii. Vestnik Sibirskogo universiteta potrebitel'skoj kooperacii. 2015. No. 4 (15). Pp. 42-48.
30. Shahovskaja L.S. Arakelova I.V. Marketing lojal'nosti: teorija, metodologija, praktika: monografija. Volgograd: IUNL VolgGTU, 2015. 224 p.
31. Goble F.G. The third force: the psychology of Abraham Maslow. New York: Grossman, 1970. 201 p.
32. Griffin Em. A., Ledbetter A., Sparks G.G. A First Look at Communication Theory. New York: McGraw-Hill Education, 2015. – 9th ed. xvi + 482 p.
33. Kenrick D.T., Griskevicius V., Neuberg S.L., Schaller M. Renovating the Pyramid of Needs: Contemporary Extensions Built Upon Ancient Foundations. Perspectives on Psychological Science May. 2010. Vol. 5. No 3. Pp. 292-314.
34. Kotler P., Keller K.L. Marketing Management. 14th ed. Upper Saddle River. New Jersey Prentice Hall. 2012. 658 р.
35. Marketing Theory: A Student Text / Baker M.J., Saren M. (eds.). 2nd ed. London: Sage Publications, 2010. 448 p.
36. Maslow A. Higher and lower needs. The Journal of Psychology: Interdisciplinary and Applied. 1948. Vol. 25. Pp. 433-436.
37. Maslow A.H. A Theory of Human Motivation. Psychological Review. 1943. Vol. 50. No 4. Pp. 370-396.
38. Maslow A.H. Motivation and personality / Frager R., Fadiman J., McReynolds C., Cox R. (eds.). New York. Addison-Wesley Longman, 1987. 336 р.
39. Maslow A.H. Motivation and personality. New York: Harper&Row, 1954. ххх + 369 р.
40. Maslow A.H. Motivation and personality. New York: Harper&Row, 1970. ххх + 369 p.
41. Maslow A.H. Preface to motivation theory. Psychosomatic Medicine. 1943. Vol. 5. Pp. 85-92.
42. Maslow A.H. Some theoretical consequences of basic need-gratification. Journal of Personality. 1948. Vol. 16. No. 4. Pp. 402-416.
43. Pastorino E.E., Doyle-Portillo S.M. What is Psychology? Foundations, Applications, and Integration. 3-rd ed.  Cengage Learning, 2016. 784 р.
44. Wahba M.A., Bridwell L.G. Maslow reconsidered: A review of research on the need hierarchy theory. Organizational Behavior and Human Performance. 1976. Vol. 15. No. 2. Pp. 212-240.

Marketing as art of sales in consumer society
Neretina Е.А., Doctor of Economics, Professor, the head of the marketing chair of Mordovian State University named by N.P. Ogarev (Saransk, Russian Federation), e-mail: ch.marketing@econom.mrsu.ru

In article the place and a role of marketing in consumer society are proved. It is shown that owning art of sales by means of use of a wide range of the tools which are available at their order (advertizing, trademarks and brands, merchandising, selebrit, communications on social networks, etc.), marketing specialists not only promote successful business development, but also exert impact on forming of requirements and examples of behavior of people, adoption of decisions on purchase by them. It is proved that it isn’t necessary to connect negative consequences of development of consumer society generally with marketing. The problem resolution of consumer society needs to be looked for first of all in creation of such social and economic design of society which is based on new values and standards of behavior of people.
Keywords: marketing, consumer society, methods and instruments of marketing, business, sales, examples of behavior of people, values, education.

Sources
1. Born M. Moja zhizn' i vzgljady / Per. s angl. M.: Progress. 1973. - 170 s.
2. Gejzer M. Faina Ranevskaja. SPb.: OOO «Torgovo-izdatel'skij dom «Amfora», 2015. - 287 s.
3. Ivanchenko B. V. Merchandajzing. Iskusstvo prodavat'. Feniks. 2008.-248 s.
4. Il'in V. I. Obshhestvo potreblenija, teoreticheskaja model' i rossijskaja real'nost'. // Mir Rossii, №2. 2005.
5. Il'in V. I. Potreblenie kak diskus. – SPb. Intersocis. – 2008. – 446 s.
6. Kotler F. Marketing 3:0: ot produktov k potrebiteljam i dalee – k chelovecheskoj dushe. – M.: Jeksmo. 2011. – 240 s.
7. Krylov A. N. Selebriti – identichnost' kak jelement samoidentifikacii molodjozhi v uslovijah postindustrial'nogo obshhestva. // Cennosti i smysly. 2011, №4 (13).
8. Morgan T. Vizual'nyj merchandajzing. Vitriny i prilavki roznichnoj torgovli. M.: Ripol Klassik. 2008. – 208 s.
9. Bodritjar Zh. Obshhestvo potreblenija. Ego mify i struktury. M.: Respublika. 2006. – 269 s.

 

ANTI-CRISIS MARKETING

Anti-crisis PR for the pharmaceutical industry
Kenukhova I.G., head of PR Department, e-mail: irina.kenukhova@gmail.com

The article describes the key parameters of the anti-crisis PR-program for the Russian pharmaceutical market. We analyze the certain real-life cases and propose the recommendations how to communicate with media effectively with help of the anti-crisis PR-program.
Keywords: PR department, work withmass-media, anti-crisis PR, BIOCAD, pharmaceutical industry.

Sources
1. Aleshina I. V. Otkrytye innovacii: kross-kul'turnye faktory v usloviyah globalizacii //Innovacii. – 2010. – №. 7.
2. Bychkova M. N., Veberova YA. M. Kompleksnyj podhod k preventivnomu upravleniyu krizisom: Antikrizisnoe upravlenie i antikrizisnyj PR //Vestnik Tomskogo gosudarstvennogo universiteta. Filosofiya. Sociologiya. Politologiya. – 2008. – №. 3.
3. Dugin I. Globalizaciya R&D vliyaet na marketingovuyu politiku farmkompanij // Farmacevticheskij vestnik. 2013, №32. URL: pharmvestnik.ru/publs/lenta/v-mire/kitajskij-skandal-i-etika-mirovogo-farmrynka.html#.VvVNSXoY0qI (data obrashcheniya: 25.03.2016).
4. In"ekcii «Mildronata» ubili neskol'ko chelovek na Urale // Agentstvo nacional'nyh novostej. 2009. URL: annews.ru/news/detail.php?ID=182314 (data obrashcheniya: 25.03.2016).
5. Kompaniya "NTfarma" sorvala proekt sozdaniya zavoda po proizvodstvu vakcin // TarTass. 2014. URL: tar-tass.ru/news/rubric_42/news_2330/ (data obrashcheniya: 25.03.2016).
6. Makarkina O., Sedov K. Ne v sklad, nevpopad // Farmacevticheskij vestnik. 2012, №33. URL: pharmvestnik.ru/publs/lenta/v-rossii/ne-v-sklad-nevpopad.html#.VvVP2noY0qI (data obrashcheniya: 25.03.2016).
7. Manukov C. Moshennichestvo v promyshlennyh masshtabah // EHkspert. 2012. URL: expert.ru/2012/07/4/moshennichestvo-v-promyishlennyih-masshtabah/ (data obrashcheniya: 25.03.2016).
8. Rabotnikov voronezhskogo "Verofarma" zastavlyayut soblyudat' sankcii protiv Rossii // Bloknot. 2015. URL: bloknot-voronezh.ru/news/rabotnikov-voronezhskogo-verofarma-zastavlyayut-so-534880 (data obrashcheniya: 25.03.2016).
9. Rekordnye iski protiv korporacij // Diletant. 2015. URL: diletant.media/articles/25311026/ (data obrashcheniya: 25.03.2016).
10. Recepty na million // Chelyabinsk.ru. 2014. URL: chelyabinsk.ru/text/news/801109.html (data obrashcheniya: 25.03.2016).
11. Rossijskie ehksperty obsudili deshevye bioanalogi lekarstvennyh preparatov // Medikforum. 2013. URL: medikforum.ru/news/medicine_news/27411-rossiyskie-eksperty-obsudili-deshevye-bioanalogi-lekarstvennyh-preparatov.html (data obrashcheniya: 12.05.2016).
12. Sverhpribyl' na VICH-inficirovannyh Finansist kupil prava na proizvodstvo lekarstva i podnyal cenu v 41 raz // Meduza. 2015. URL:  meduza.io/feature/2015/09/22/sverzpribyl-na-vich-infitsirovannyh (data obrashcheniya: 25.03.2016).
Farmacevticheskij gigant "Bajer" v centre mezhdunarodnogo skandala // Pervyj kanal. 2013. URL: 1tv.ru/news/world/223350 (data obrashcheniya: 25.03.2016).
13. Farmacevticheskij skandal: preparat Mediator privel k smerti 2000 chelovek // Regnum. 2011. URL: regnum.ru/news/accidents/1447937.html (data obrashcheniya: 25.03.2016).
14. FAS predlagaet shtrafovat' farmkompanii za nedostovernye instrukcii // Izvestiya. 2015. URL: izvestia.ru/news/594175 (data obrashcheniya: 12.05.2016).

 

MARKETING RESEARCH

The concept of wave marketing research to study the value orientations of the student audience
Skorobogatykh I.I., Doctor of science, Ph.D., professor, Head of marketing department Plekhanov Russian University of Economics, e-mail: Skorobogatykh.II@rea.ru
Sidorchuk R.R., Doctor of Economics, Ph.D., Professor marketing department, Plekhanov Russian University of Economics, e-mail: Sidorchuk.RR@rea.ru
Meshkov A.A., Doctor of Economics, Ph.D., Professor marketing department, Plekhanov Russian University of Economics, e-mail: Meshkov.AA@rea.ru
Musatov B.V., Doctor of Economic, Ph.D., Professor marketing department, Plekhanov Russian University of Economics, e-mail: Musatov.BV@rea.ru
Efimova D.M., Ph.D., Associate professor marketing department, Plekhanov Russian University of Economics, e-mail: Efimova.DM@rea.ru
Tultaev T.A., Ph.D., Associate professor marketing department, Plekhanov Russian University of Economics, e-mail: Tultaev.TA@rea.ru
Evseeva D., postgraduate, assistantmarketing department, Plekhanov Russian University of Economics, e-mail: Evseeva.YA@rea.ru

The paper discusses the conceptual issues of identifying «value orientations» (human values) student audience. Students are considered to be the most active part of the (opinion leaders) youth audience. The basis of the methodology of the study were the wave (cohort) studies based on models linking “value orientations”, “customer value” and “consumer choice”. The theoretical basis of constructing the model was the theory of Schwartz’s values. As a result, we developed a research tool which allows, based on analysis of the survey results to identify a statistical relationship between the “value systems” and the
top-level “customer value” for several product categories.
Keywords: Schwartz theory, values, consumer values, value orientations, wave research, cohort research, consumer choice.

Sources
1.  Sergeev R.V.  Molodezh' i studenchestvo kak social'nye gruppy i ob#ekt sociologicheskogo analiza // Vestnik Adygejskogo gosudarstvennogo universiteta. Serija 1: Regionovedenie: filosofija, istorija, sociologija, jurisprudencija, politologija, kul'turologija. – 2010. № 1. – S. 127-133
2.  Kayabasi Aydin, Mucan Burcu, Tanyeri Mustafa (2012). Analysis on Young Consumers’ Consumer Values and Their Attitudes toward Foreign Firms, Procedia - Social and Behavioral Sciences, 58 (2012) 1326 – 1335
3.  Dinamika cennostej naselenija reformiruemoj Rossii / Otv. red. Lapin N.I., Beljaeva L.A. – M.: Editorial URSS. – 1996. – S. 224
4.  Bazovye cennosti rossijan: Social'nye ustanovki. Zhiznennye strategii. Simvoly. Mify. Otv. red. Rjabov A.V., Kurbangaleeva E.Sh. – M.: Dom intellektual'noj knigi. – 2003. – S. 448
5.  Bakirov V. S. Cennostnoe soznanie i aktivizacija chelovecheskogo faktora. – Har'kov: Vishha shkola. – 1988. –S. 152
6.  Zeithaml A. Valarie(1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol. 52 (July 1988), pp. 2-22
7.  Dokuchaev I. I. Cennosti i jekzistencija. Osnovopolozhenija istoricheskoj aksiologii kul'tury. – SPb. Nauka.- 2009. – S. 595
8.  Sidorchuk R.R. Cennost' v marketinge kak nauchnaja kategorija // Marketing MBA. Marketingovoe upravlenie predprijatiem. – 2014. T. 5, № 3. – S. 216-235
9.  Sidorchuk R.R. The Concept of «Value» in the Theory of Marketing // Asian Social Science, 2015, 11 (9), pp. 320-325
10. Golubkov E.P.  Teorija i metodologija marketinga.  –  M.: Delo i servis – 2008. – S. 208
11. Efimova D. M., Meshkov A.A., Musatov B.V., Evseeva D. Issledovanie cennostej i potrebitel'skih predpochtenij molodezhi // Marketing MBA. Marketingovoe upravlenie predprijatiem. – 2016. – T. 7, № 2. – S. 284-302
12. Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values, Online Readings in Psychology and Culture, 2 (1). dx.doi.org/10.9707/2307-0919.1116 (data obrashhenija 23.09.2016 g.)
13. Shalom H. Schwartz A Proposal for Measuring Value Orientations across Nations europeansocialsurvey.org/docs/methodology/core_ess_questionnaire/ESS_core_questionnaire_human_values.pdf (data obrashhenija 23.09.2016 g.)
14. Jadov V.A. Sovremennaja teoreticheskaja sociologija kak konceptual'naja baza issledovanija rossijskih transformacij: Kurs lekcij dlja studentov magistratury po sociologii. Izd. vto­roe, ispravl. i dopoln. – SPb.: Intersocis, 2009. – S. 138
15. Dobren'kov V.I., Kravchenko A.I. Metody sociologicheskogo issledovanija. – M.: Infra-M. – 2004. – S. 768
16. Tul'taeva I.V. Vozmozhnosti primenenija poiskovyh sistem dlja optimizacii sbora informacii v seti Internet // Biznes. Obrazovanie. Pravo. Vestnik Volgogradskogo instituta biznesa. 2014. № 4 (29). S. 111-117.
17. Tihomirov V P. Rossija na puti k SMART-obshhestvu / Tihomirov V P., Tihomirova N.V., Dneprovskaja N.V., Urincov A.I., Pavlekovskaja I.V., Koreckaja I.A., Smirnova I.V. – M.: IDO Press. – 2012. – S. 280.
18. Seletkov S.N., Tul'taeva I.V., Dneprovskaja N.V. Mirovye informacionnye resursy i resursy znanij: uchebno-metodicheskoe posobie. – M.: Izd. centr EAOI. – 2009. – S. 232.
19. Savchuk M.V., Meshkov A.A. Individual'nye cennosti kak osnova prodvizhenija strahovyh produktov // Nauchnye trudy Vol'nogo jekonomicheskogo obshhestva Rossii. 2010. – T.130. – S. 472-481.
20. Efimova D.M., Ermolaev S.V. Sravnitel'nyj analiz servisov dlja prodvizhenija oprosa v seti Internet // Chelovek i trud. – 2009. – № 6. – S. 20-21.
21. Prosvirkin B.L., Beketov A.N. Upravlenie tovarnym assortimentom i logistika v roznichnoj torgovle (nekotorye aspekty zarubezhnogo opyta i teorii problemy) // Logistika. – 2013. – № 8 (81). – S. 18-21.
22. Sejfullaeva M.Je. Marketingovo-orientirovannye scenarii razvitija rossijskoj poligraficheskoj promyshlennosti. Monografija / M.Je.Sejfullaeva, V.V. Nikishkin, T.V. Murtuzalieva, B.I. Pogoriljak – M., Obshhestvo s ogranichennoj otvetstvennost'ju «Nauchno-izdatel'skij centr INFRA-M».– 2015 g.

Maketing research of client satisfaction of passengers taxi traffic in world's largest airports
Kiselev V.M., Ph. D., Professor, chief researcher Russian University of Economics named after G.V. Plekhanov, e-mail: kisselev.vm@mail.ru
Savinkov S.V., Ph. D., associate Professor in the Department of advertising, public relations and design Russian University of Economics named after G.V. Plekhanov, e-mail: savinkov.sv@gmail.com

In order to develop recommendations on the organization of passenger taxi transportation services in Moscow investigated customer satisfaction in the Russian Federation and foreign countries and the factors influencing it. Research carried out by methods of individual expert interviews managers working in the taxi companies as well as individual in-depth interviews of passengers cars taxis in Moscow. Revealed details about the current state of the most significant parameters of the organization of services of passenger taxi services of passengers at major airports around the world. The parameters of the empirical assessment of consumer perception of taxi transportation services in Moscow and its compliance with customer expectations. Significant customer value descriptors analyzed services are formalized in the form of descriptive map of perception. Modeling customer satisfaction has allowed to develop guidelines for the regulation of essential service options in Moscow taxi passengers.
Keywords:  cars, taxi transportation, research organization of passenger transportation in the largest airports in Russia and foreign countries, customer satisfaction survey organization passenger service passenger taxi transportation in Moscow, method of in-depth interviews, expert survey method.

Sources
1. Bludyan, N.O. Problemy organizatsii taksomotornykh perevozok v Moskovskom megapolise. [Tekst] / N.O. Bludyan// M., Avtotransportnoye predpriyatiye. – 2013. – № 9. – S. 11-14.
2. Bludyan, N.O. K probleme obosnovaniya i ustanovleniya optimal'nogo kolichestva avtomobiley taksi v megapolise. [Tekst]/ N.O. Bludyan, D.G.Moroz// Avtotransportnoye predpriyatiye. – 2013. – № 9. – S. 5-8.
3. Cherchill', G. Marketingovyye issledovaniya. 5-ye izd. / per. s angl. pod red. G. L. Bagiyeva. [Tekst]/ G. Cherchill', T. Braun. – SPb.: Piter, 2007. – 704 s.
4. Dodonov, B.I. Komponentnyy analiz emotsional'nogo soderzhaniya interesov, mechtaniy i vospominaniy cheloveka. [Tekst]/ B.I. Dodonov // Voprosy psikhologii. – 1977. – № 2. – S. 145-155.
5. Mezhdunarodnyy kodeks ICC/ESOMAR. Rukovodstvo po provedeniyu marketingovykh i sotsiologicheskikh issledovaniy v seti Internet. [Elektronnyy resurs]. esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ICCESOMAR_Code_Russian_.pdf (Data obrashcheniya 06/10/16).
6. Natsional'nyy standart RF menedzhmenta kachestva GOST R 56036-2014 ot 01.04.2015 g. – M.: Standartinform. – 2015. – 15 s.
7. Ofitsial'nyy sayt kompanii B2BResearch: b2bresearch.ru/index.php [Elektronnyy resurs].
8. Chaddock, R.E. Principles and methods of statistics – Boston: Houghton Mifflin Company The Riverside Press, 1925. – 471 p. 
9. Kiselev, V.M. Upravleniye assortimentom tovarov. [Tekst]/ V.M. Kiselev, Ye.I. Mazan'ko.- Kemerovo; M.: Izdatel'skoye ob"yedineniye «Rossiyskiye universitety»: Kuzbassvuzizdat-ASSHT, 2006. – 217 s.
10. Mazan'ko, Ye.I. Mul'tiatributivnaya model' potrebitel'skoy otsenki kachestva vodok. [Tekst]/ Ye.I. Mazan'ko, V.M. Kiselev, A.A Kazantsev// Pishchevaya promyshlennost'. – 2009. – № 2. – S. 22-23.
11. Ofitsial'nyy sayt Territorial'nogo organa Federal'noy sluzhby gosudarstvennoy statistiki po g. Moskve [Elektronnyy resurs]: moscow.gks.ru/wps/wcm/connect/rosstat_ts/moscow/resources/e474ed00406568daa26ae7367ccd0f13/zarabotnaya+plata+za+oktyabr'.doc (data obrashcheniya 16.12.2015).
12. Syaglova, YU.V. Zakonomernosti i prognoz transformatsii marketingovykh paradigm. [Tekst]/ Syaglova YU.V., Kiselev V.M.- Deponirovannaya rukopis' RAO. - № 23784 29.04.2016
13. Kiselev, V.M. Vliyaniye vkusovykh oshchushcheniy na vosprinimayemuyu tsennost' torgovogo predlozheniya. [Tekst] / Kiselev V.M., Plyushcheva L.V., Syaglova YU.V.// Marketing i marketingovyye issledovaniya. – 2015. – № 1. – S. 34-40.

 

MARKETING COMMUNICATIONS

Application of Internet communication for implementation of social projects
Morozova I.A., Dr.Econ.Sci. professor, professor of “World Economy and Economic Theory” chair of the Volgograd state technical university, е-mail: morozovaira@list.ru
Gushchina E.G., Dr.Econ.Sci. associate professor, professor of “World Economy and Economic Theory” chair of the Volgograd state technical university, е-mail: l055@mail.ru
Vitalyeva E.M., Cand.Econ.Sci. associate professor “World economy and economic theory” Volgograd state technical university, е-mail: lenkooooo@gmail.com
Oleneva A.V., graduate student of “World Economy and Economic Theory” chair of the Volgograd state technical university, е-mail: fire_lynx@list.ru

The Internet – advertizing is an urgent method of informing on goods and services in modern society. There are new forms of Internet advertizing which exert impact on modern society. In article considers types of social projects, application of Internet communication in case of implementation of social projects.
Keywords: social project, changes of social system, advertizing communications, initiator of the project.

Sources
1. Baryikin S. E. Logisticheskaya metodologiya upravleniya finansami korporatsii // Audit i finansovyiy analiz, 2007. – № 5. S. 330-348.
2. Baryikin S. E., Lukinskiy V. V. Modeli upravleniya zapasami materialnyih i finansovyih resursov v logisticheskoy sisteme korporatsii // Audit i finansovyiy analiz, 2008. – № 1. S. 231-238.
3. Baryikin S.E. Logisticheskaya sistema upravleniya finansami korporatsii : monografiya/S.E. Baryikin. – SPb.: Politehnika, 2007. -171 s.
4. Vidyi sotsialnyih proektov [Elektronnyiy resurs]. – 2015. – Rezhim dostupa: .sites.google.com/site/urls10950/23-osobennosti-provedenia-ekspertnogo-oprosa
5. Volkov S.K. Razvitie mezhdunarodnogo turizma kak instrument povyisheniya vneshnepoliticheskogo imidzha Rossii / S.K. Volkov // Audit i finansovyiy analiz. – 2012. – № 5. – C. 331-333.
6. Karpunin S.A. i dr. Modeli upravleniya zapasami na osnove integratsii finansovogo i materialnogo potokov v tsepyah postavok [Tekst] / S.E. Baryikin, V.V. Lukinskiy, S.A. Karpunin //Audit i finansovyiy analiz. –2012. –№ 1. – S. 103-113.
7. Morozova  I.A. Gosudarstvenno-chastnoe partnYorstvo kak effektivnyiy mehanizm innovatsionnogo razvitiya ekonomiki / I.A. Morozova, I.B. Dyakonova // Mezhdunarodnyiy zhurnal prikladnyih i fundamentalnyih issledovaniy. – 2010. – № 2. – C. 78-81.
8. Na kakie sotsialnyie proektyi i internet startapyi investoryi i donoryi gotovyi vyidelyat millionyi dollarov [Elektronnyiy resurs]. – 2015. – Rezhim dostupa: te-st.ru/2014/05/08/the-knight-news-challenge-applicants/
9. Morozova  I.A. Rol i mesto kontsepta reklamyi v formirovanii imidzha sotsialno otvetstvennogo biznesa v Rossii / I.A. Morozova, E.G. Guschina, E.M. Vitaleva, A.V. Troshin // Natsionalnyie interesyi: prioritetyi i bezopasnost. – 2013. – № 22. – C. 24-31.
10. Ryinok internet-reklamyi v Rossii v 2014 g. vyiros na 20% v denezhnom vyirazhenii [Elektronnyiy resurs]. – 2015. – Rezhim dostupa: cnews.ru/top/2015/02/27/rynok_internetreklamy_v_rossii_vyros_na_20_593243cnews.ru/top/2015/02/27/rynok_internetreklamy_v_rossii_vyros_na_20_593243
11. Sotsialnyie proektyi, kotoryie izmenili vzglyad na grazhdanskiy aktivizm v Rossii v 2014 godu [Elektronnyiy resurs]. – 2015. – Rezhim dostupa: te-st.ru/2014/12/31/14-projects-2014/

Improving promotion strategy of brand «KALEVA» on example of CJSC «Window manufacture»
Malyshev A.A., Ph.D., assistant professor of “Marketing and economic theory “Penza State University of Architecture and Construction, e-mail: malyshe-aleksej@yandex.ru
Khazova Y.S., Student of Penza State University of Architecture and Construction, e-mail: ms.khazova@mail.ru

The article is devoted to the future development of the brand «Kaleva» in the Penza region. It is carried out research of consumer preferences of consumers in the selection of PVC windows, assessment of the level of consumer awareness of the brand, identifying the relationship of buyers to the brand. In accordance with the results of the study, proposed a set of recommendations in the form of marketing activities that can improve the existing strategy to promote the company «Kaleva», in the form of online marketing tools.
Keywords: promotion strategy, promotion program, brand, marketing research.

Sources
1. F. Kotler. Osnovy  marketinga. Per. с angl./ Obsh. red. i vstup. st. E. M. Penkova. – M .: INFRA-M, 2012. – 340 p.
2. Yadov. V.A. Sociologicheskoe issledovanie: methodology, program, methods / V.A. Yadov; isd. 2-e, pererab. i dop. – M .: Nauka, 1987 - 248 p.
3. Godin A.M. Branding: Uchebnoe posobie / A.M. Godin. – 3-e ed., pererab. i dop. – M .: Izdatel`sko-torgovaya corporatzion "Dashkov and K", 2013 - 183 p.
4. Safronova N.B. Marketingovye issledovaniya: Uchebnoe posobie / N.B. Safronova, I.E. Korneeva. – M.: Izdatel`sko-torgovaya corporatzion "Dashkov and K", 2015 - 294 p.
5. Kadyrov ZH.SH. Osobennosti provedeniya marketingovykh issledovaniy na rynke potrebitel`skikh tovarov / Zh.Sh. Kadyrova i drugie. // Theoreticheskie i prikladnye aspekty sovremennoiy nauki. – 2014. – № 6-5. – p. 123-125.
6. Kustov V.A. Strategiya global`nogo brandinga: problemy i perspektivy / V.A. Kustov // Nauka i Obshestvo. - 2013. – № 2 (11). – P. 22-25.
7. Reznik G.A., A.A. Malyshev. Methodologicheskiye podkhody k issledovaniu factorov ecologo-economicheskikh system / G.A. Reznik, A.A. Malyshev // Izvestiya vysshikh uchebnykh zavedeniy. Povolzhskyi region. Obshestvennye nauki – 2013 – 1 (25). - S. 136-145.
8. Ivanov II «SEO: Poiskovaya optimizaciya ot A do Ya" Osnovy [Electronnyi resurs] / Ivan Ivanov. - Barnaul, 2016 – Rezhim dostupa: sbup.com/seoforum/poiskovaya_optimizaciya_v_obshih_chertah/seo_poiskovaya_optimizaciya_ot_a_do_ya/, free. - Caps. screen.

 

INNOVATIVE MARKETING

The formation of modern system of startup marketing tools on the basis of developed life cycle model
Vanicheva E.A., graduate student, FGBOU VO “The St. Petersburg state university of economic”, e-mail: 9425440@gmail.com
Nikiforova S.V., Full Dr. of ec. sci., professor, FGBOU VO “The St. Petersburg state university of economic“, e-mail: 9189735@gmail.com

The article describes the approaches of various authors to the definition of “start-up”. It also includes he author’s definition, which has been formed and proven in reliance on the modern state of development of start-ups market. Additionally, the article offers the approaches of certain authors to forming the lifecycle model of start-ups. The author suggests own lifecycle model, that lies in the basis of newly-formed modern system of marketing instruments. Special focus is put on perspectives of digital marketing instruments usage.

Keywords: start-up, innovative product, product, start-up lifecycle, marketing instruments for start-ups, digital marketing.                            

Sources
1. Erik Ris. Biznes s nulya: Metod Lean Startup dlya bystrogo testirovaniya idej i vybora biznes-modeli – 3-e izd. – M.: AL'PINA PABLISHER, 2014. – 253 s.
2. Stiv Blank Startap: nastol'naya kniga osnovatelya/ Stiv Blank, Bob Dorf // Per. s angl. – 3-e izd. – M.: Al'pina Pablisher, 2015. – 616 s.
3. «I» INVESTOPEDIA [Elektronnyj resurs]. – Rezhim dostupa: investopedia.com/ – Zaglavie s ehkrana. – (Data obrashcheniya: 17.05.2015).
4. «ToWave» izdanie o startapah [Elektronnyj resurs]. – Rezhim dostupa: towave.ru/pub/kak-pravilno-obyasnit-chto-takoe-startap.html – Zaglavie s ehkrana. – (Data obrashcheniya: 18.05.2015).
5. «AIR» agentstvo po innovaciyam i razvitiyu [Elektronnyj resurs]. – Rezhim dostupa: innoros.ru/publications/interesting/14/startap-pravilnoe-opredelenie – Zaglavie s ehkrana. – (Data obrashcheniya: 18.05.2015).
6. Kotler, Filip Osnovy marketinga/Filip Kotler – M.: Izdatel'stvo «Progress», 1991.
7. Bejgul, V.N. Marketirovanie vysokotekhnologichnyh startapov / Bejgul V.N. // Diss. na soisk. uch. step. k.eh.n. – Sankt-Peterburg – 2014 – 159 str.
8. Fond sodejstviya razvitiyu predprinimatel'stva (EAS) [Elektronnyj resurs]. – Rezhim dostupa: eas.ee/ru/nachalo/osnovanie-startap-kompanii/zhiznennyj-cikl-startap-kompanii – Zaglavie s ehkrana. – (Data obrashcheniya: 15.07.2015).
9. Internet-zhurnal o tekhnologiyah [Elektronnyj resurs]. – Rezhim dostupa: digit.ru/columnists/20130430/401102220.html – Zaglavie s ehkrana. – (Data obrashcheniya: 19.07.2015).
10. Internet-versiya zhurnala Forbse [Elektronnyj resurs]. – Rezhim dostupa: forbes.ru/ –  (Data obrashcheniya: 28.07.2015).
11. Andrej Parabellum, Denis Zapirkin, Razvitie biznesa : vash uspeh — eto vashe reshenie. – Rostov n/Donu : Feniks, 2012. - 157 s.
12. Startup Genome Vancouver [Elektronnyj resurs]. – Rezhim dostupa: startupgenome.cc/– Zaglavie s ehkrana. – (Data obrashcheniya: 06.08.2015).

 

MARKETING FOR NON-PRODUCTIVE SPHERE

Outbound package tours: what do Russian travelers really need?
Kazakov S.P., Doctor of Economy Science, Associate Professor of Enterprise Marketing Department, School of Business Administration, Faculty of Business and Management at National Research University – Higher School Of Economics, Moscow, Kirpitchnaya Ul, 33/5 Suite 729, tel. +7(495)772-95-82, e-mail: skazakov@hse.ru
Predvoditeleva M.D., Candidate of Economy Science, Associate Professor of General and Strategic Management Department, School of Business Administration, Faculty of Business and Management at National Research University – Higher School Of Economics, Moscow, Kirpitchnaya Ul, 33/5 Suite 623, tel. +7(495)772-95-90, e-mail: mpredvoditeleva@hse.ru

The most recent social, economic and political events affected the Russian tourism industry significantly. One of the key problems is the customers’ choice between individual trips and trips organized by travel companies, including so called package tours. Services forming the service package determine the customer’s overall satisfaction with the tour package. This paper examines the influence of the client’s satisfaction on the loyalty and on the sequential inclination to recommend their practices after the tour package consumption. As a result of the study the components of the tour package, influencing the overall customer satisfaction and loyalty were determined as well as their further impact on customer willingness to recommend the tour package and travel company to their respective communities.
Keywords: Russia, outbound tourism, customer satisfaction, customer loyalty, tour package.

Sources
1. Balaeva O. N., Kazakov S. P., Predvoditeleva M. D. Social'nye media v industrii gostepriimstva i turizma: napravlenija issledovanij // Marketing uslug. 2012. № 4, S. 264-276.
2. Kazakov S. P. Vlijanie social'nyh media na povedenie potrebitelej v industrii gostepriimstva i v turizme. M.: INFRA-M, RIOR, 2016, 96 c.
3. Svjataja E.O. Vlijanie kachestva gostinichnyh uslug na udovletvorennost' potrebitelej: metodika ocenki i jempiricheskie issledovanija // Vestnik Belgorodskogo universiteta kooperacii, jekonomiki i prava. 2013. № 4 (48), C. 468-475.
4. Chang J.T. (2007).Travel motivations of package tour travelers. Tourism, 55 (2), pp. 157–176.
5.  Cohen E.  (1972). Towards a sociology of international tourism. Social Research, 39 (1), 164–182.
6. Deng W. (2007) Using a revised importance–performance analysis approach: The case of Taiwanese hot springs tourism. Tourism management, 28 (5), pp. 1274–1284.
7. Hair J.F., Jr., Hult G.T.M., Ringle C.M., Sarstedt M. (2013). A primer on partial least squares structural equation modelling (PLS-SEM). SAGE Publications, Inc., 328 p.
8. Harris L.C., Goode M.M.H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80 (2), pp. 139–158.
9. Hsieh L.F., Lin L.H., Lin Y.Y. (2008). A service quality measurement architecture for Hot Spring hotels in Taiwan. Tourism Management, 29, pp. 429–438.
10. Lam S.Y., Shankar V., Erramilli M.K., Murthy B.  (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of  the Academy of Marketing Science, 32 (3), pp. 293–311.
11. Lounsbury J.W., & Hooper L.L. (1985). An investigation of factors associated with vacation satisfaction. Journal of Leisure Research, 17 (1), pp. 1–13.
12. Lin C.-T., Lee C., Chen W.-Y. (2007). Quality selection criteria of travel intermediaries: the perspectives from front-line employees and managers. Journal of Quality Assurance in Hospitality & Tourism, 7 (4), 49–72.
13. Othman M.R., & Naintin E.A. (2015). The relationship between maritime education and employer trust: the structural equation modelling (SEM) perspective. WMU Journal of Maritime Affairs, 15 (2).
14.  Stremersch S., & Tellis G.J.  (2002). Strategic bundling of products and prices: A new synthesis for marketing. Journal of Marketing, 66 (1), pp. 55–72.
15. Wang K.-C., Hsieh A.-T., & Huan T.-C. (2000). Critical service features in group package tour: An exploratory research. Tourism Management, 21 (2), pp. 177–189.
16. Yadav M.S. (1994). How buyers evaluate product bundles: A model of anchoring and adjustment. Journal of Consumer Research, 21 (September), pp. 342–353.
17. Yoon Y., Uysal M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26, pp. 45–56.
18. atorus.ru/news/atten/new/36560.html
19. cbsd.gks.ru/
20. dailymoneyexpert.ru/how-to-spend/2015/11/20/onlajn-turizm-puteshestviya-novogo-formata-3676.html
21. datainsight.ru/eTravel062016
22. e-unwto.org/doi/pdf/10.18111/9789284418145.
23. gks.ru
24. kayak.ru/news/wp-content/uploads/sites/37/2016/05/ru_Report.pdf
25. ko.ru/news/item/132734-dolya-vnutrennego-turizma-v-rossii-rastet
26. rg.ru/2015/12/29/turizm.html
27. russiatourism.ru/news/11134/

Marketing activities of Russian NGOS: correlations with organizational characteristics and management specifics
Korneeva I.E., Research Fellow National Research University Higher School of Economics (Moscow, Russia) Center for Studies of Civil Society and the Not-For-Profit Sector, e-mail: ikorneeva@hse.ru

In this scientific work used the results of the project "Monitoring the state of citizens civil society", made in the framework of the Program for Basic Research NRU HSE in 2016.

The article discusses application of marketing in activities of nonprofit organizations. Based on all Russian survey of NGO leaders we describe marketing activities of Russian NGOs, suggest their classification according to the form of the marketing activities they use. We analyze correlations of marketing activities and different aspects of functioning of Russian NGOs related to organizational characteristics and management specifics.
Keywords: nongovernmental nonprofit institutions, nonprofit sector, marketing in non-profit organizations, marketing activity in non-profit organizations.

Sources
1. Andreev S.N. Marketing v nekommercheskoj sfere: teoreticheskij aspekt // Marketing v Rossii i za rubezhom. 2000. № 4.
2. Kotler F., Andreasen A. Strategicheskij marketing nekommercheskih organizacii. Izd. 6-e – Rostov n/D: Feniks, 2007. - 854 S.
3. Rol' marketinga i praktika primeneniya marketingovyh podhodov v deyatel'nosti NKO. Otchet po rezul'tatam issledovaniya/ Centr issledovanij grazhdanskogo obshchestva i nekommercheskogo sektora GU VSHEH. I.V. Mersiyanova (ruk.), M.V. Vlasova, D.M. Rogozin. M.: GU-VSHEH, 2011.
4. Shekova E.L. Osobennosti marketinga nekommercheskih organizacij kul'tury: rossijskij opyt // Vestnik Sankt-Peterburgskogo universiteta. Seriya 8. Menedzhment. 2003. № 2
5. Akchin, D. Nonprofit marketing: Just how far has it come? // Nonprofit world. 2001. V. 19 (1). P. 33-35.
6. Andreasen A.R., Kotler P. Strategic marketing for non-profit organizatons. 6th ed.. Upper Saddle River, NJ: Prentice-Hall, 2003.
7. Dolnicar S., Lazarevski K. Marketing in non-profit organizations: an international perspective // International Marketing Review. 2009. V. 26 (3). P. 275-291
8. Drucker P.F. The practice of management. New York: Harper and Row publishers, Inc. 1954.
9. Gonzalez L.I.A., Vijande M.L.S., Casielles R.V. The market orientation concept in the private nonprofit organisation domain // International Journal of Nonprofit and Voluntary Sector Marketing. 2002. V. 7 (1). P. 55-67.
10. Kohli A.K., Jaworski B.J. Market orientation: the construct, research propositions, and managerial implications // The Journal of Marketing. 1990. P. 1-18.
11. Kotler P., G. Armstrong. Principles of Marketing. Upper Saddle River, New Jersey: Prentice Hall. 1994
12.  Shapiro B.P. Marketing in nonprofit organizations // Nonprofit and Voluntary Sector Quarterly. 1974. V.3 (3-4). P. 1-16.

 

MARKETING OF TERRITORY

Co-production in territorial marketing
Sazhina A.I.,PhD candidate, Senior Lecturer Higher School of Economics University Campus in Perm, e-mail: alexandra.perm@gmail.com

The article deals with the concept of co-production as well as with the benefits of its implementation from the producers and consumers points of view. The possibility of using the concept of co-production in the place marketing is discovered. The conceptual model for evaluating readiness of residents to co-produce public good is designed.
Keywords: co-production, co-creation, place marketing.

Sources
1. Achrol R.S. & Kotler P. (1999). Marketing in the network economy // Journal of Marketing, 63, 146–164, Special Issue.
2. Alford J. (1998). A public management road less travelled: clients as co-producers of public services // Australian Journal of Public Administration, 57, 4, 128–137.
3. Auh S., Bell S., McLeod С. and Shih E. Co-production and customer loyalty in financial services // Journal of Retailing 83 (3, 2007) 359–370.
4. Banyte J., Tarute A., Taujanskyte I. Customer Engagement into Value Creation: Determining Factors and Relations with Loyalty // Inzinerine Ekonomika-Engineering Economics. – 2014. – 25 (5). – P. 568–577.
5. Bendapudi N. & Leone R.P.  (2003). Psychological implications of customer participation in co-production // Journal of Marketing, 67, 14–28 (January).
6. Boyle D. and  Harris M. (2009). The Challenge of Co-production // Discussion paper Available Online at centerforborgerdialog.dk/sites/default/files/CFB_images/bannere/The_Challenge_of_Co-production.pdf
7. Brudney J. and England R. Toward a Definition of the Coproduction Concept // Public Administration Review, Vol. 43, No. 1 (Jan. – Feb., 1983), pp. 59–65.
8. Dowling G.R. & Staelin R.  (1994). A Model of perceived risk and intended risk-handling activity // Journal of Consumer Research, 21, 119–134 (January).
9. Etgar М.  (2008). A descriptive model of the consumer co-production process // Journal of the Academy of Marketing Science. March, Volume 36, Issue 1, pp. 97–108.
10.  Evers A. (2005). Mixed Welfare Systems and Hybrid Organizations: Changes in the Governance and Provision of Social Services // International Journal of Public Administration. 28: 9–10 pp. 737–48.
11. Gordon P. Whitaker. Coproduction: Citizen Participation in Service Delivery // Public Administration Review, Vol. 40 (May–June 1980), pp. 240–246.
12. Holbrook М.В. 2006. Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay // Journal of Business Research 59 (6), 714–725.
13.  Hunt D.M., Geiger-Oneto S., Varca P.E.  Satisfaction in the context of customer co-production: A behavioral involvement perspective // Journal of Consumer Behavior. – 2012. – 11. – P. 347–356.
14. Kellogg D.L. and Chase R.B. (1995). Constructing and Empirically Derived Measure for Customer Contact, Management Science, 41 (November), 1734–1749.
15. Kelly G., Mulgan G. and Muers S. (2002). ‘Creating public value: an analytical framework for public service reform’, Strategy Unit, London, strategy.gov.uk/downloads/files/public_value2.pdf
16.  Klijn E., Eshuis J.  and  Braun E. The Influence of Stakeholder Involvement on the Effectiveness of Place Branding // Public Management Review ISSN 1471-9037 print/ISSN 1471-9045 online.
17. Lengnick-Hall C.A., Claycomb V. and Inks L.W. (2000). From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes // European Journal of Marketing, 34 (March), 359–383.
18. Lovelock C.H. and  Young R.F. (1979). Look to Consumers to Increase Productivity // Harvard Business Review, 57 (May/June), 168–176.
19. Lusch R.F., Brown S. & Brunswick G.J. (1992). A generic framework for explaining internal vs. external exchange // Journal of the Academy of Marketing Science, 20, 119–134.
20. Lusch R.F., Vargo S.L. Service-dominant logic: reactions, reflections and refinements // Marketing Theory. – 2006. – 6(3). – Pp. 281–288.
21. Ostrom Elinor (1997). «Crossing the Great Divide: Coproduction, Synergy, and Development» in Peter Evans, State-Society Synergy: Government and Social Capital in Development, Berkeley: University of California, pp. 85–118.
22.  Parks Roger B., Baker P., Kiser L., Oakerson R.J., Ostrom E., Ostrom V., Percy S.L., Vandivort M., Whitaker G.P. and Wilson R. (1981). Consumers as Coproducers of Public Services: Some Economic and Institutional Considerations // Policy Studies Journal, vol. 9, Summer, pp. 1,001–1,011.
23. Payne A., Storbacka K. and Frow P. Managing the co-creation of value // Journal of the Academy of Marketing Science March 2008. Vol. 36. Iss. 1, pp. 83–96.
24. Percy S.L. (1984). Citizen Participation in the Co-production of Urban Services // Urban Affairs Review. Vol. 19. No. 4, pp. 431–46.
25.  Prahalad C.K. & Ramaswamy V.  (2000). Co-opting customer competence // Harvard Business Review, 78, 79–90 (January).
26. Sfandla C., Björk P. Tourism Experience Network: Co-creation of Experiences in Interactive Processes // International journal of tourism research. – 2013. – 15. – Pp. 495–506.
27.  Sharp E.B.  (1980). Toward a New Understanding of Urban Services and Citizens Participation: The Coproduction Concept // Midwest Review of Public Administration. Vol. 14. No. 2, p. 110.
28. Stone R. and Grønhaug K. (1993),Perceived Risk: Further Considerations for the Marketing Discipline // European Journal of Marketing. Vol. 27. Iss. 3, pp. 39–50.
29. Vargo S.L. & Lusch R.F. (2004). Evolving to a new dominant logic for marketing // Journal of Marketing, 68, 1–17.
30. Whitaker G. (1980). Coproduction: Citizen participation in service delivery // Public Administration Review, 40, 240–246 (May–Jun.).

 

MARKETS: STATE AND DEVELOPMENT

The market of dairy products in Russia: state and prospects
Seyfullaeva M.E., Doctor of Economics, Professor of the Department of Marketing Plekhanov Russian University of Economics, e-mail: maisa2000@mail.ru
Belenikina M.G., A graduate of the Magistracy International University in Moscow, e-mail: belenikalka@ramler.ru

The article describes the current situation in the dairy market, analyses the main factors that trigger recessions in the dairy industry and the challenges faced by industry in the context of the economic crisis and sanctions. it is noted that the devaluation of the national currency has led to a rise in credit resources, freezing investment projects, improving cost, reduce the profitability of producers of milk and milk products. The main factors have been identified that, while maintaining market trends in the dairy market will hinder the development of milk production, as well as competitive advantages of the products of the
dairy industry in Russia. Provides practical recommendations for the increased use of marketing in the industry, in particular, encourage the consumption of dairy products.
Keywords: economic crisis, sanctions, embargoes, production and processing of raw milk, importers, negative trends in the dairy industry, dairy products sales promotion.

Sources
1. Ukaz Prezidenta RF ot 30 janvarja 2010 g. №120 «Оb utvergdenii Doktrini prodovolstvennoi bezopasnosti Rossiiskoi Federazii».[Elektronnii resurs]. URL: base.garant.ru/12172719/.(Data obrachenija 20.09.2016).
2. Molochnaya otrasl-2015 (spravochnik)./sost. A.S. Belov, A.A. Voronin, M.E. Jebit. M: Nacionalniy souz proizvoditeley moloka, 2016.
3. «Molochnaya otrasl: tekushchee sostoyanie i perspektivi razvitiya v 2016 godu»: otchet Nacionalnogo souza proizvoditeley moloka, [Elektonniy resurs]. URL: souzmoloko.ru/news/rinok-moloka/rinok-moloka_3419.html (data obrashcheniya 29.09.2016).
4. Murtuzalieva T.V., Seifullaeva M.E. Sostoyanie I perspektivi razvitiya molochnoy promishlennosti Rossiiv usloviyah ekonomicheskih sankciy. Vestnik REU im. Plehanova, N12-2014.
5. Seifullaeva M.E. Marketingovie strategii sovremennih TNK./ Monografiya. M: NK, 2016.
6. «Proizvodstvo moloka (mesiachnaya), tisiacha tonn»: Federal’naya slujba gosudarstvennoy statistiki, [Elektonniy resurs]. URL: gks.ru/dbscripts/cbsd/DBInet.cgi/DBInet.cgi?pl=9000637
7. [Elektonniy resurs]. URL: agroclub.ru/people/user/202/blog/2335/?sphrase_id=3476541.
8. [Elektonniy resurs]. URL: sdelanounas.ru/blogs/64227
9. [Elektonniy resurs]. URL:milknews.ru/analitika-rinkamoloka/reitingi/reitingi_1082.htm

Analysis of the retail property market in crisis conditions
Tetushkin V.A., candidate of technical Sciences, associate Professor, Department of economic analysis and quality, Fsbei HE Tambov state technical University, e-mail: volodtetus@yandex.ru

The modern retailers and commercial proposal for the real estate market; analyzed trends and forecasts in the real estate market.
Keywords: marketing, analysis, real estate, trade, market.

Sources
1. Motylev S.S. Rynok torgovoj nedvizhimosti: konceptual'nye osobennosti razvitija infrastruktury roznichnoj torgovli v Rossii // Vestnik Rostovskogo gosudarstvennogo jekonomicheskogo universiteta (RINH). 2014. № 3 (47). S. 90-95.
2. Kochetova O.A. Ocenka tendencij razvitija rynka torgovoj nedvizhimosti v 2015 godu // Torgovo-jekonomicheskij zhurnal. 2015. T. 2. № 1. S. 41-54.
3. Aleshnikova V.I., Smotrova T.I. Marketingovye modeli sub#ektov rynka torgovoj nedvizhimosti // Vestnik Voronezhskogo gosudarstvennogo universiteta. Serija: Jekonomika i upravlenie. 2015. № 3. S. 171-176.
4. Morgunova E.P. Osobennosti razvitija predprijatij severo-kavkazskogo regional'nogo rynka torgovoj nedvizhimosti // Nauchnye issledovanija i razrabotki. Jekonomika firmy. 2013. T. 2. № 3-4. S. 19-23.
5. Oficial'nyj sajt kompanii Colliers International Rossija colliers.ru

 

DISCUSSION CLUB

Marketing adaptation of business processes in the real estate market
Mikheev G.V., the liveryman of marketing specialists, the teacher of department of technology, organization, economy of construction and real estate administration, Kuban state technological university, e-mail: mgstyle77@yandex.ru

In article considers management model by real estate in system of the business subject as complex system of efficiency in which the result is reached by means of marketing adaptation of business processes in all directions of management of real estate is offered.
Keywords:  marketing adapter, real estate administration, marketing adaptation, management model real estate objects.

Sources
1. MikheevG. V., FitsurinaM. S., KuznetsovaO. A.ProcessiIinstrumentariymodeliupravleniyarazvitiembizness-subiekta. / PrioritetnienauchnieissledovaniyaIrazrabotki // Sbornicstateymezgdunarodnoynauchno-practicheskoykonferenciiUfa. – 2016. – Pp. 93-95.
2. Inkin I, Lapin A, Mikheev G. Origin of economic crime // International scientific review. – 2016. – № 10 (20). – Pp. 52-53.
3. Nuzhina I.P. Development, ecologia i gosudarstvenno-chastnoe partnerstvo. Soglosovanie interesov subiektov investicionno-stroitelnoq deyatelnosti s uchetom ecologicheskogo imperativa razvitiya. // Rossyiskoe predprinimatelstvo. – 2010. – №. 8-1. – Pp. 110-115.
4. Shchepakin M. B., Savelyev D. A., Mikheev G. V. Znachenie vnutriorganizacionnogo marketinga I ego funkci dlya predpriyatiya / Economika I upravlenie: analiz tendenciy i perspective razvitiya: sbornik materialov XIV Mezgdunarodnoy nauchno-prakticheskoy konferencii – Novosibirsk: izdatelstvo TsRNS, 2014. – Pp. 63-68.
5. Kuznetsova O. A., Mikheev G. V. Teoreticheskie aspecti strategicheskogo upravleniya. // Economika, sociologiya I pravo. 2015. – №. 1. – Pp. 85-88.
6. Mikheev G. V., Derkacheva E. A., Tesheva A. N. Vzaimodeistvie subiektov v marketingovom kommunicationnom pole // Economika I predprinimatelstvo. – 2016. – №. 5 (70). – Pp. 777-782.

PUBLICATIONS

List of marketing  thesises defended in 2016 (first half-year)
Panova E.A., Ph.D., senior lecturer of marketing department in Plekhanov University, e-mail: E.a.panova@mail.ru



Все права принадлежат Издательству «Финпресс» Полное или частичное воспроизведение или размножение каким-либо способом материалов допускается только с письменного разрешения Издательства «Финпресс».