Contents of N4/2017

all contents

Contents of N4/2017

MARKETING TOOLS

The effectiveness assessment of medicinal drugs promotion by pharmacy organizations on the basis of multinomial logit-model
Dagir S., graduate student Voronezh State University, University, e-mail: srd.537343@gmail.com
Chupandina E.E., Dr. Sc. (Pharm.), Assoc. Prof. Voronezh State University, University, e-mail: chupandina@vsu.ru
Sokolov B.L., Director of W.L.L “AMP”, е-mail: borissokolov@me.com

An assessment of the effectiveness of the promotion activities was held based on the accounting data and the multinomial logit model. For this purpose, the impact of the promotional tools on sales was measured before and during the use of the marketing communications program by the pharmaceutical organization under the influence of certain factors of the external and internal environment.
Keywords: probability, offers, discounts, pharmacies, efficiency, econometric model.

Sources
1. Voishcheva O. S. Ekonometricheskiye modeli kachestvennykh peremennykh v prognoznykh zadachakh marketinga / O. S. Voishcheva // vestnik VGU, seriya: Ekonomika i upravleniye. - 2006. - No 2. - c. 261.
2. Davnis V.V. Prognoznyye modeli ekspertnykh predpochteniy: monografiya / V.V. Davnis, V.I. Tinyakova. – Voronezh : Izd-vo Voronezh. gos. un-ta, 2005. – 248 c.
3. Dobson A.J. and Barnett A.G. An Introduction to Generalized Linear Models. Chapman and Hall/CRC. Taylor & Francis Group, 2008.
4. Long J.S.  Regression Models for Categorical and Limited Dependent Variables. Sage Publications, 1997.
5. McCullagh P. and Nelder J.A. Generalized Linear Models. N.Y.: Chapman & Hall, 1990.
6. Multinomial Models for Nominal Responses [Electronic resource]. URL: mathworks.com/help/stats/multinomial-models-for-nominal-responses.html (дата обращения: 12.03.2017).

Local marketing navigator
Moshkalo N.G., master of the second course, Russian State University A.N. Kosygin (Tech. Design. Art), e-mail: vankypir@rambler.ru
Oleneva O.S., candidate of economic sciences, associate professor, Russian State University A.N. Kosygin (Tech. Design. Art)

Creation and use of MIS is an expensive process in terms of the use of resources (financial, human, material) and, therefore, available mainly to large firms. Medium and small businesses can not do without marketing tools aimed at reducing time and costs. It is obvious that a small company, does not require a complete MIS and have enough in the use of its own marketing navigator, who quickly will help to solve one or more local marketing tasks.
Keywords:  marketing, price, marketing information system, pricing, internet, local, navigator.

Sources
1. Donald F. Cox, Robert E. Good. How to Build a Marketing Information System // Harvard Business Review, May-June 1967. – Р. 145–154.
2. Esipov V.E. Ceny i cenoobrazovanie. Uchebnik dlya vuzov. 5-e izd – SPB.: Piter, 2008. – S.480.
3. Kotler F. Osnovy marketinga Kratkiy kurs. Per. s angl. – M.: Izdatelskiy dom Vilyame, 2007. – S.77-88
4. Moshkalo N.G. K voprosu formirovaniya cenovoy politiki v usloviyah internet-kommercii. Innovacionnoe razvitie legkoy i tekstilnoy promyshlennosti sbornik materialov Vserossiyskoy nauchnoy studencheskoy konferencii. Moskovskiy gosudarstvennyy universitet dizayna i tehnologii, 2015. – S.85-86
5. Rozhkov I.V. Marketingovye informacionnye sistemy sovremennye podhody k opredeleniyu i ispolzovaniyu // Upravlencheskie nauki. 2013. №3 (8) – S.68-75.
6. Tarasevich V.M. Cenovaya politika predpriyatiya. Uchebnik dlya vuzov. 3-e izd. – SPB.: Piter, 2010. – S.320.
7. Tkachev A.B. Marketing: osnovnye polozheniya ucheb.-metod. posobie – Minsk: Chastnyy institut upravleniya i predprinimatelstva, 2009. – S.88.
8. Marketingovye informacionnye sistemy v upravlenii predpriyatiem. L.I. Bushueva [Elektronnyy resurs]. URL: //koet.syktsu.ru/vestnik/2006/2006-1/7.htm (data obrashheniya: 20.02.2017).

Application of the methamorphic model of J. Zaltman (ZMET) for students attitude to the university, department and specialty
Ababkova M.Yu., PhD, assistant professor, Department of Advertising and PR, Peter the Great St. Petersburg Polytechnic University, e-mail: ababkova_myu@spbstu.ru
Leontyeva V.L., PhD, assistant professor, Department of Advertising and PR, Peter the Great St. Petersburg Polytechnic University, e-mail: leontieva_vl@spbstu.ru

The article deals with the application of the Zaltman metamorphic model in education. The results of a study conducted at the St. Petersburg Polytechnic University of Peter the Great are presented. The study was carried out using a modified technique based on the concept of the Zaltman method. For the processing of the results, the method of the semantic differential was used, which enabled using the scaling to reveal unconscious patterns of respondents in relation to the objects under study.
Keywords: Zaltman’s metamorphic model, semantic differential, neuromarketing research in education, emotional attitude of students to the university.

Sources
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2. Ababkova M.Yu., Leonteva V.L. Neyromarketing v obrazovanii: vozmozhnosti i vyizovyi novyih tehnologiy // Konfliktologiya: Ezhekvartalnyiy nauchno-prakticheskiy zhurnal. # 1. SPb.: Izd-vo SPbGU, 2016. – 284 s. – S. 221 –242.
3. Ababkova M.Yu., Leonteva V.L. Marketingovyie issledovaniya i situatsionnyiy analiz. Povedenie potrebiteley: ucheb. posobie – SPb.: Izd-vo Politehn. un-ta, 2016.
4. Doydzh N. Plastichnost mozga. – M.: Eksmo, 2011.
5. Goulman D. Emotsionalnyiy intellekt v biznese. – Mann, Ivanov i Ferber, 2013.
6. Shelestyuk E.V. Semanticheskiy differentsial kak sposob vyiyavleniya vnushayuschego vozdeystviya tekstov // Yazyikovoe byitie cheloveka i etnosa: kognitivnyiy i psiholingvisticheskiy aspektyi. Materialyi Mezhdunarodnoy shkolyi-seminara (V Berezinskie chteniya). Vyip. 15. M.: INION RAN, ASOU, 2009. – 348 c. – C. 329 –333.

 

MARKETING RESEARCH

Anchoring: myth or reality?
Podshivalova M.V., Candidate of Economic Sciences, Associate Professor at the Department of Finance, Money Circulation and Credit, South Ural State University, e-mail: pods-mariya@yandex.ru
Boyko E.A., Student at the Department of Finance, Money Circulation and Credit, South Ural State University, e-mail: b_lena96@mail.ru

The article provides a brief overview of the empirical works dedicated to the «anchor effect» in Russia and abroad. Authors attempted to make sense of the boundaries of this phenomenon in Russia. There are the results of two experiments with «anchoring» in relation to pricing. The first experiment has the form of a survey, the second in the form of real auction. The experimental results were processed by correlation analysis excluding the outliers. Significant relationship between the «anchor» and the buyer’ price, not detected through 53 surveys. The experiment in the form of real auction among 26 people gave similar results. The authors justify their conclusions regarding the degree of sensitivity of consumers to the «anchor effect». There are the awareness of the average market prices and the goods’ type among the factors influencing the human perception of “anchors”.
The results are useful because they show a reason to think about the properties and suitability of “anchor”.
Keywords: anchoring, pricing, behavioral economics.

Sources
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20. McElroy T., Dowd K. Susceptibility to anchoring effect: How openness-to-experience influences responses to anchoring cues // Judgment and Decision Making. – 2007. – No 1. – P. 48–53.
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22. Shkljar T.L. Jakorenie v politicheskom i jekonomicheskom marketinge // Vestnik UMO.  – 2015. – № 2. – P. 142–145.
23. Belykh, A.V., Grigoriev I.V., Egorov, D.N., Vlijanie jeffekta jakorenija pri prognozirovanii makrojekonomicheskih pokazatelej // Journal for legal and economic studies, – 2013. – № 4. – P. 37 – 41.

Wine industry in the Republic of Crimea: product policies and consumer preferences
Yarosh O.В., Dr Sc., Professor of Marketing, Trade and Customs Affairs Department of the Institute of Economics and Management. Crimean Federal University V.I. Vernadsky, e-mail: yarosh.tnu@gmail.com
Mitina E.А., assistant of Marketing, Trade and Customs Affairs Department of the Institute of Economics and Management. Crimean Federal University V.I. Vernadsky, e-mail: zhilina_ella@list.ru

The article deals with the peculiarities of doing product policy and the specific work of wineries in the region, are examples of logos enterprises of the Crimea, classification of vintage wines is described in detail, investigated and analyzed consumer preferences wines Peninsula residents.
Keywords:  wineries, wine production, consumer preferences, the region, the Crimean Republic.

Sources
1. GaifulinaR.R. Sovershenstvovanie sistemi obespecheniya i sohraneniya potrebitelskoi zennosti vinogradnih vin v torgovih kanalah: dis.kand.tehn.nauk 05.18.15: zashishena 29.10.2010 R.R. Gaifulina. – Kemerovo, 2010. – 158 p.
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Research of a consumer portrait of shopping malls visitors in Perm
Popovtseva O.N., Master Student, Department «Architecture and Urban Planning», Perm National Research Polytechnic University, (Perm, Russia), e-mail: popovseva.o.n@yandex.ru
Spirina V.S., Postgraduate at the Department «Construction engineering and materials science», Perm National Research Polytechnic University, (Perm, Russia), e-mail: spirina@cems.pstu.ru

The commercial real estate management should take into account consumer preferences and formed a portrait of the consumer, as well as taking into account the strategic behavior of the object tenants. Developed a portrait of the consumer retail property for shopping centers in Perm city. For different consumer groups relevant to the same parameters of the commercial real estate can be different. Accounting for of consumer preferences in the management of commercial real estate and attitudes to the parameters of the object has to be the integral stage at commercial object management.
Keywords:  shopping center, consumer attractiveness, preferences, consumer’s portrait, target audience.

Sources
1. Spirina V.S., Alekseev A.O. Analiz jekonomicheskoj jeffektivnosti reshenij, prinimaemyh pri upravlenii kommercheskoj nedvizhimost'ju (na primere torgovo-razvlekatel'nyh kompleksov) [The Analysis of Economic Efficiency of the Decisions Made at Management of Commercial Real Estate (on the Example of Shopping Malls)]. Applied mathematics and control sciences, 2016, No. 1, pp. 93-108.
2. Alekseev A.O., Spirina V.S., Korgin N.A. Tehnologija upravlenija ob#ektom kommercheskoj nedvizhimosti s uchetom potrebitel'skih predpochtenij [Commercial real estate management technology taking into account consumer preferences]. Large-scale Systems Control, 2016, No. 62, pp. 124-168.
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9. Avsharov A.G. Arhetipy i akrotipy sovremennogo potrebitelja [Archetypes and akrotipa of the modern consumer]. Klienting i upravlenie klientskim portfelem, 2013, vol. 1, pp. 16-24.
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11. Muhina M.K. Izuchenie stilja zhizni potrebitelej i segmentirovanie rynka na osnove psihograficheskih tipov [Studying of lifestyle of consumers and market segmentation on the basis of psychographic types] // Zhurnal «Marketing v Rossii i za rubezhom», 2000, No 3.
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MARKETING COMMUNICATIONS

The functions of goods in the merchandizing technologies of a retail sales outlet
Ramazanov I.A., Doctor of economics, Ph.D, professor trade policy Department of Plekhanov Russian University of Economics, e-mail: iaramazanov@mail.ru
Paramonova T.N., Doctor of economic sciences, Professor, head of the Department of marketing and advertising of the Russian State University for the Humanities, e-mail: t_paramonova@inbox.ru

A classification of goods in the context of changes that occur in the consumer behaviour in the global marketing environment is proposed in the article. The meaning of each classification group of commodities in the formation and management of the visitors of salesroom’ behaviour is presented. The functions of each commodity group as means of the behavioural concept of merchandising are defined. The implementation arrangements of the innovative capacity that inherent in the commodity group during the development and implementation of the innovative merchandising technologies are provided.
Keywords:  classification of goods, merchandising, consumer behaviour, cognitive psychology, trade technology.

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12. Ramazanov I.A. Psikhologiya  v pozitsii patelya i printsipy merchendaizinga // Razvitie lichnosti . – 2004. – № 1. – S. 205-215.
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COMPETITIVENESS

Methods of express-analysis and evaluation of trade organizations competitiveness
Kazakova N.А., Doctor of Economic Science, Professor, Head of the Center for financial studies, Plehanov Russian Economic University, Moscow, Russia, e-mail: axd_audit@mail.ru
Muravieva N.Yu., Senior teacher of the Department of accounting and audit in Transnistrian State University by T.G. Shevchenko, e-mail: nmuraviova@mail.ru

The paper summarizes the methods for analysis and evaluating the competitiveness of trade organizations, used criteria and indicators. Author methodic offered express-analysis and diagnosis of the competitiveness of trade organizations, presented the results of its testing on factual data of the Pridnestrovskaia Moldavskaia Respublika, that proved the possibility of its practical application for traders of various scope of activities, capital and types of services rendered and accompanying trade services. The developed technique allows you to not only identify the most competitive organizations, but also to obtain the characteristic internal competitive potential of surveyed entities.
Keywords:  competitiveness, trade, methodology, criteria, indicators, rate of growth, financial statements.

Sources
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Methods of tax competitiveness evaluation of countries – members of EAEU
Alisenov A.S., candidate of economic sciences, associate professor of Economics and Finance Department of Faculty of Economic and Social Sciences (FESS) of Russian Presidential Academy of National Economy and Public Administration (RANEPA), e-mail: a.alisenov@mail.ru

In the article issues of quantitative evaluation of tax competitiveness of countries, referred to the integrated union. Tax competitiveness level is characterised by a lot of quantitative and qualitative indexes, among which tax rates level, tax burden, tax administration, figures and dynamics of main economic indexes, etc. are admitted as the most considerable ones. Diversity of economic indexes does not provide general and integral view of tax competitiveness level of different countries in international ratings and comparisons. Therefore, elaboration of unified methods to evaluate tax competitiveness level of different countries is needed. Quantitative evaluation of tax competitiveness of countries – members of Eurasian Economic Union (EAEU) is based on methods of tax competitiveness evaluation, which is proposed by the author and based on comparative multidimensional analysis of economic indexes, which influence directly or implicitly on competitiveness level of different countries – partners of EAEU.
Keywords: Eurasian Economic Union (EAEU), tax competitiveness, tax integration, tax harmonisation, tax competitiveness level, tax burden, tax mechanism, tax benefits and preferences, unfair tax competitiveness, cross-border investment, tax procedures harmonisation, tax sovereignty.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Trends and prospects for future development of the Russian private banking market
Timokhina G.S., Ph.D., Professor of the department of marketing and international management at Urals State University of Economics, e-mail: galinatimokhina@yandex.ru
Alikperov I.M., Ph.D., Professor of the department of marketing and international management at Urals State University of Economics, e-mail: aigor55@mail.ru
Sysoeva T.L., Ph.D., Professor of the department of marketing and international management at Urals State University of Economics, e-mail: t.l.sysoeva@mail.ru

The article discusses key development trends of the Russian private banking market through the prism of PEST- factors’ impact on the global private banking market, in the framework of which the Russian private banking market is developing. The article also provides description of the stages of the Russian private banking market lifecycle. The authors of the article discuss prospects for future development of the private banking market driven by banks designing strategies to develop the market and the private banking product.
Keywords:  private banking market, HNWI market segment, global trends, market lifecycle, marketing strategies of banks.

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PUBLICATIONS

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



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