MARKETING TOOLS

Factor analysis of the impact on the selection of economics education in a technical university by enrollees
Volkov S.K., Ph.D. in Economics, Dean of the Faculty of “Economics and Management”, Volgograd State Technical University, e-mail: ambiente2@rambler.ru
Dneprovskaya I.V., Ph.D. in Economics, associate professor of chair «World economy and the economic theory», Volgograd State Technical University, e-mail: dneproguess@yandex.ru

In the article on the basis of factor analysis, factors that influence the consumer behavior of entrants when choosing the economic profile of training in a technical university are revealed. The authors rank the selected factors according to their importance. Based on the analysis, conclusions and practical recommendations are formulated.
Keywords: technical university, applicant, factor analysis, marketing campaign, university promotion.

Sources
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6. Morozova I.A. Harlamova E.E. Perspektivnye istochniki finansirovaniya programmy razvitiya opornogo vuza / E.E. Harlamova, A.P. Podol'skaya, YU.A. Arefkina // Ekonomika obrazovaniya. – 2017. – № 1 (98). – S. 64-72.
7. Harlamova E.E. Predprinimatel'skij universitet kak institut regional'nogo razvitiya na primere Volgogradskoj oblasti / E.E. Harlamova, O.A. Kazarceva // Vestnik Zabajkal'skogo gos. un-ta. – 2015. – № 7. – S. 123-129.
8. Harlamova E.E. Rol' vzaimodejstviya vuza so stejkholderami v razvitii regiona / E.E. Harlamova, A.P. Podol'skaya, YU.A. Arefkina // Ekonomika obrazovaniya. – 2016. – № 4. – S.77-92.
9. Harlamova E.E. Sovremennye podhody k ocenke effektivnosti deyatel'nosti obrazovatel'noj organizacii vysshego professional'nogo obrazovaniya / E.E. Harlamova // Mezhdunarodnyj zhurnal ehksperimental'nogo obrazovaniya. – 2014. – № 8 (ch. 1). – S. 90-91.
10. Harlamova E.E. Statisticheskaya i dinamicheskaya effektivnost' obrazovatel'nyh organizacij vysshego professional'nogo obrazovaniya: teoriya i metodika rascheta / E.E. Harlamova, S.G. Sedleniece, E.A. Polyanskaya // Ekonomika i predprinimatel'stvo. – 2014. – № 6. – S. 456-459.

Estimation of advertising campaign efficiency in Internet
Kapustina L.M., doctor of economic sciences, professor, the head of marketing and international management department, the Ural state university of economics, e-mail: lakapustina@bk.r
Sysoeva T.L., PhD, the assistant professor of marketing and international management department, the Ural state university of economics, e-mail: t.l.sysoeva@mail.ru
Izakova N.B., the senior lecturer of marketing and international management department, the Ural state university of economics, e-mail: izakovan@gmail.com
Mosunov I.D., master student in management, Ltd “Beloe and Krasnoe”, business development manager, e-mail: saldanet@yandex.ru

In the paper the methodological approach to the estimation internet advertising campaign is suggested, it is established the client metrics system in consideration of four stages for customer relationship: attraction the audience, interaction it in the company web-site activities, conversion the visitors into customers and the retention for the increase repeat purchases. The customer lifetime value is calculated in accordance with the change money cost in time based on the net present value. The methodical approach approval was done for the regional cellular operator in Sverdlovskaya oblast.
Keywords: internet advertising campaign, client metrics, internet-marketing efficiency, customer relationship stages, customer lifetime value.

Sources
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3. Isaeva E.V. Kljuchevye metriki jeffektivnosti kontent-marketinga // Marketing v Rossii i za rubezhom. – 2016.- № 5 (115) - S. 129.
4. Chaffey D., Ellis-Chadwick F., Johnston K., Mayer R. Internet Marketing: Strategy, Implementation and Practice. Pearson Education Limited: FT Prentice Hall, 2006. Printed and bound by Mateu Cromo Artes Graficas, Spain. 550 p.
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6. Naumov M.A. Ocenka jeffektivnosti internet-prodvizhenija // Internet-marketing. – 2013. – N 4. – S. 222-229.
7. Radzevich A.V. Osnovnye oshibki internet-marketologov // Internet-marketing. – 2012. – N 6. – S. 326-336.
8. Dzheffri M. Marketing, osnovannyj na dannyh. 15 pokazatelej, kotorye dolzhen znat' kazhdyj. – M.: Mann, Ivanov i Ferber, 2013. – 384 s.
9. Zhdanov V.Ju. 10 osnovnyh pokazatelej finansovogo analiza investicionnogo proekta [Jelektronnyj resurs] URL: beintrend.ru/10-koefficientov (data obrashhenija 07.02.2017)
10. Dvorjashina M.M., Petrushenko A.V., Ryshtejn I.A. Metodologija ocenki jeffektivnosti marketinga na osnove klientskih metrik // Izvestija SPbGTI(TU). – 2015. – № 30. – S. 101-105.
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The analysis of consumers’ friendship links in social network
Krasil’shchikov V.V., Cand. Sci. (Phys.-Math.), Associate Professor of the Department for Humanitarian and Natural Disciplines, Vladimir branch of Russian University of Cooperation, e-mail: krasilshchikovvv@mail.ru
Osetrov P.A., Student, National Research University Higher School of Economics, e-mail: p.osetrov@yandex.ru
Kudriakov R.I., Assistant Professor of the Department for Technology and Service, Vladimir branch of Russian University of Cooperation, e-mail: roman@ecstil.ru

The article presents the approach for the identification of customers with high structural characteristics of position in enterprises’ thematic community in social network. Methods of mathematical modeling of networks, Graph Theory, and Statistics were used. The proposed approach enables to make manageable the occurrence of information cascades, and to make projected process of consumption. The research of the personal pages in social network «VKontakte» of members of public catering enterprises’ group «Blind pig bar» was conducted to illustrate the methods. Were identified subscribers (innovators) who can start the process of consumption and to exert social influence on other consumers of goods and services. Were identified subscribers who can become early adopters in the running process of information cascade. The special organization of the activity of such subscribers will increase efficiency of promotion of goods, services and public in social network «VKontakte».
Keywords: friendship links, consumer choice, social network, social impact, information cascades.

Sources
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2. Gubanov D.A., Chkhartishvili A.G. Vliyatelnost polzovateley i metapolzovateley socialnoy seti // Problemy upravleniya. – 2016. – № 6. – S. 12–17.
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4. Manahova I.V. Vliyanie informacionnykh kaskadov na povedenie potrebitelya // Vestnik Saratovskogo gosudarstvennogo socialno-ekonomicheskogo universiteta. – 2016. – № 3 (62). – S. 19-22.
5. Senatorov A.A. Bitva za podpischika «VKontakte»: SMM-rukovodstvo. – M.: Alpina Pablisher, 2015.
6. Gladwell M. The Tipping Point: How Little Things Can Make a Big Difference. – Little Brown & Company, 2000.
7. Jackson M.O. Social and Economic Networks. – Princeton, New Jersey: Princeton University Press, 2010.
8. Micek D., Whitlock W. Twitter Revolution: How Social Media and Mobile Marketing Is Changing the Way We Do Business & Market Online. – Las Vegas: Xeno Press, 2008.
9. Newman M. Networks: An Introduction. – Oxford: Oxford University Press, 2010.
10. Weng J., Lim E.-P., Jiang J., He Q. Twitterrank: finding topic-sensitive influential twitterers // Proc. of the Third Int. Conf. on Web Search and Web Data Mining. – 2010. – Pp. 261–270.

MARKETING RESEARCH

Research of users' preferences for different types and forms of mobile advertising
Kmet E.B., Ph.D, Associate professor Department of International Marketing and Trade, Vladivostok State University of Economics and Service, e-mail: kmeteb@yandex.ru
Moiseev V. S., Bachelor of Vladivostok State University of Economics and Service, e-mail: ceb-95@mail.ru

The article presents the results of a field study, the purpose of which was to study user preferences for various types and forms of mobile advertising. Formed on the basis of research results, mobile advertising formats in the context of mobile (services) are of practical interest for advertisers in the planning of promotion through mobile networks and the Internet.
Keywords: mobile advertising, typology of media education, media preferences.

Sources
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2. Kmet E.B. Marketingovyye kommunikatsii. Teoriya, praktika, upravleniye: uchebnik dlya magistrov. ? Saratov: Ay Pi Er Media, 2016. – 183 ?s.
3. Kmet E.B., Syue Yuy. Osobennosti povedeniya kitayskikh pol'zovateley v sotsial'nykh setyakh Sinet // Ekonomika i predprinimatel'stvo. ??– 2016. – № 5 (70). – ??S. 67-73
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5. Moiseyev V.S., Pyn'ko M.V., Kmet E.B. Obzor rossiyskogo rynka digital reklamy // Ekonomika i upravleniye: problemy, tendentsii, perspektivy razvitiya: Sbornik materialov III Mezhdunarodnoy nauchno-prakticheskoy konferentsii. ??– 2016. – S. 132-140.
6. Osnovnyye drayvery rynka mobil'nogo marketinga v 2010-2016 gg. [Elektronnyy resurs] // J'son & Partners Consulting - mezhdunarodnaya konsaltingovaya kompaniya. - Rezhim dostupa: json.ru/
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Bottled drinking water: consumer buys the quality or the brand?
Timofeeva O.А., associate professor of Department of marketing, Perm state national research University, e-mail: timo.perm@gmail.com
Khazkelevicn А.N., associate professor of Department of marketing, Perm state national research University, e-mail: marketing.psu@yandex.ru
Arakelyan A.M., student, faculty of Economics, specialty management of staff, Perm state national research University, e-mail: marketing.psu@yandex.ru

This article examines the results of a large-scale research carried out by marketers of the Perm State National Research University (hereinafter – PGNIU). Is the object of research conducted in the «Hall-test» format, bottled drinking water was used, both known and little-known among consumers of the most mass medium-price segment brands. In 2015-2016, 468 people took part in the study. During the testing of respondents, the authors found that the majority of participants can not distinguish the water of one brand from another, despite the fact that many of them claimed to be able to «blindly» know the water of the brand they prefer in everyday life. A comparative analysis of the cost of drinking water was carried out, based on the recommended daily intake, on the basis of which conclusions were drawn.
Keywords:  bottled water, brand, branding, marketing research, hall-test, »blind» test, product testing, consumer behavior.

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MARKETING COMMUNICATIONS

Management of communications of the international sporting event in terms of place branding: dynamic media concept
Nikulina A.I., Ural Federal University named after the First President of Russia B.N. Yeltsin, student, Yekaterinburg, Russia, e-mail: nastua_nikulina@mail.ru
Golomidova M.V., Ural Federal University named after the First President of Russia B.N. Yeltsin, Doctor of Philology, Professor, Department of Marketing Technologies and Branding, Yekaterinburg, Russia, e-mail: golomidova-marin@mail.ru

The system of interaction with target audiences, organizers of international sporting events include a variety of communication channels: special events, traditional media, social media. The paper summarizes the features of using of social media by Olympic organizers in Vancouver, London, Sochi and Rio de Janeiro. The viral content of mega-events and its impact on the image and reputation of the host territory is analyzed and characterized. The article describes the concept of dynamic media. An alternative approach is to use this concept in the context of the promotion of the territory of the Russian cities.
Keywords: megaevent, social media, dynamic media, place branding, communication strategy.

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Modern tools for promotion of music on the Russian market
Gureev Nikita, Magister of of advertising and public relations department of the Institute of World Economy and Business of Peoples’ Friendship University of Russia, e-mail: ngureevn@gmail.com

The article highlights the peculiarities of marketing strategies in the music industry. The article looks at the history of music industry and record labels as the moving force in promotion of music. The aspects explored are positive and negative tendencies in the industry concerning the switch from physical to digital media. Recommendations are given for promotion of music in today’s market.
Keywords: music industry, entertainment industry, music PR, record label, music promotion.

Sources
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ORGANIZATION AND PLANNING OF MARKETING

Perfecting organization of marketing activities in horticultural enterprises of the Crimea Republic
Polyukhovich E.A., Candidate of Economic Sciences (Ph.D), Assistant Professor Department of marketing, trade and customs, Crimean Federal University named after V.I. Vernadsky, Simferopol, e-mail: elena_work3@mail.ru

The results of marketing research on the assessment of the state and prospects for the development of horticultural enterprises in the Republic of Crimea show that most horticultural enterprises do not use marketing techniques and methods in their practical activities. Developed ways to improve the organization of marketing activities horticultural enterprises on the basic elements of the mix of the complex, taking into account regional peculiarities of the industry. Based approaches to create effective marketing services to the horticultural enterprise.
Keywords: marketing, organization, enterprise, gardening, research, marketing department, fruit and berry products, plantings.

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COMPETITIVENESS

Assessment of competitiveness positions of dairy producers in the Republic of Belarus
Popkova A.S., Ph. D., associate Professor, Head of the Department of monetary policy The Institute of Economics of the National Academy of Sciences of Belarus, Minsk, e-mail: LevsAnn@tut.by

The article analyzes the data of dairy products producers of the Republic of Belarus. The variables of marketing are defined to study economic, institutional and technological characteristics of enterprises. Integral indicator of competitiveness is calculated. Enterprises – market leaders are identified, strengths and weaknesses of competitors are determined. А system of measures to enhance the competitiveness of individual enterprises is suggested to reduce production costs, individualize and improve product quality, forcing sales, a flexible adaptation of the company to market conditions, diversification of methods to stimulate sales, motivate staff effectively.
Keywords: competitiveness, integrated indicator of competitiveness, benchmarking, campaign, marketing metrics, parametric methods, unsupervised consumer research, leader, marketing communications.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Marketing in film industry: features and problems
Vasileva Y.S.,Ph. D. of economic, associate Professor of Management and commercialization of intellectual property, head of the graduate school and the doctoral, Russian state Academy of intellectual property, Moscow, e-mail: yulya_v_s@mail.ru
Osipov G.O.,2nd year student of the magistracy program “Management” on faculty “Management of intellectual property”, Russian State Academy of Intellectual Property, Moscow, e-mail: georgeosipov26@gmail.com

The article examines the current state of the worldwide and domestic film industry, the features of production of films and its marketing. Identifies the role of strategic marketing in the successful commercialization of film. Based on the statistics of the film market, author of the article concludes that it is necessary to rethink the existing approach to the marketing of Russian cinema, identifies the problematic elements that need to be amended, and offers options for their solutions.
Keywords: film, marketing, film industry, marketing, kinomarketing, marketing strategy, marketing research, intellectual property.

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MARKETS: STATE AND DEVELOPMENT

Exhibition market of Russia in transformation process: urgent trends and vectors
Gerasimenko V.V., Doctor of Economics, Professor, Head of Department of Marketing, Head of Research Center of Markets and Pricing Analysis of Faculty of Economics of Lomonosov Moscow State University, e-mail: marketing@econ.msu.ru
Simonov K.V., Ph.D. in Economics, MBA, Senior Engineer of Department of Marketing of Faculty of Economics of Lomonosov Moscow State University, e-mail: kvsimonov@econ.msu.ru

The article is devoted to consideration of changes taking place at the exhibition market of Russia, and also to examination and discussion of the reasons of these changes. The universal processes affecting Russia such as change of supply-demand ratio in exhibition sector, exhibitions thematic specialization growth, increase in exhibition market dynamism are allocated. Long-term trends which are characteristic particular for Russian market, namely concentration of the majority of economically significant exhibitions in Moscow, unfair competition of exhibitions, strengthening of positions of foreign exhibition organizers in Russia, substitution of exhibitions organizers functions by the activities of semi-professional groups, diversification of exhibition organizers businesses are investigated in detail. New formats and technologies transforming Russian exhibition market among which there are virtual exhibitions, B2B conventional events, on-line exhibitor-visitor communication IT-systems, programs for buyers’ and anti-recessionary measures are characterized. National exhibition market transformation details under the influence of Russian economy stagnation are explored. The current features of exhibition market of Russia are analyzed as a whole. The prospects of Russian exhibition market stabilization are discussed.
Keywords: trade fair, trade show, exhibition market, В2В marketing.

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