Immersive Approach in Theatre and Museum Marketing

Panasenko Svetlana Viktorovna, PhD, Professor of Marketing Department, Plekhanov Russian University of Economics. Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nikishkin Valery Viktorovich, PhD, Professor of Marketing Department, Plekhanov Russian University of Economics. Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tverdokhlebova Maria Dmitrievna, PhD, Ass. Professor of Marketing Department, Plekhanov Russian University of Economics. Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The immersion approach or the use of the immersion effect is a new trend in the marketing activities of museums and theaters. The article discusses the effect of active involvement of consumers in the process of providing services, examples from foreign and domestic practices, the essence of the changes in each of the seven elements of the model of services marketing with regard to its immersive transformation. Taking into account the specifics of the immersive approach when developing a set of marketing tools will significantly enhance the competitive advantages of the product by creating an effect of novelty and involving consumers in creating a product that best suits their needs.

Keywords: immersive; museum; theatre; marketing; advantages; disadvantages; risks; trends; foreign and domestic practice; model of marketing services; effect of presence.

Place and Role of Marketing and Advertising in Development of the Creative Industry of Russia

Shevchenko Dmitry Anatolyevich, Professor of Marketing and Advertising, Honorary Member of Guild of Marketers, Expert of Russian Association of Communication Agencies (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The creative industry is the fastest growing part of the economy and culture. According to Western researchers, the creative industry includes the following type of business: advertising, marketing, architecture, crafts, design (creation of products / goods, graphics and fashion), cinema, television, video, radio, photography, IT, software, computer services, museums, libraries, galleries, music, visual and performing arts, publishing. In 2013, the cultural and creative industries around the world received revenues of $ 2250 billion (3% of world GDP). In creative industries, 29 million people work. In Russia, the creative industry is just beginning to develop. The task is to identify and remove barriers to the international business, accelerate the growth of exports of Russian products, increase the flow of investment. The creative industry in Russia can develop only with the support of the state. The strategy for the development of the creative industry should include areas where the government and the creative industry can work together to realize their goals. Marketing and advertising are inherently part of the creative industry. The means and technologies of marketing and advertising are indispensable and necessary factors for the development of other sectors. The article identifies those steps and activities that can help the development of one of the most creative sectors of the industry — marketing and advertising. The basis of the article is a report made at a roundtable organized by the Analytical Center of the Government of the Russian Federation «Forming strategic tools for the development of the labor market of the creative industry».

Keywords: creative industry; marketing; advertising; the labor market of the creative industry; contests and festivals of advertising; social advertisement; education.

Methodological Justification of Indicators Complex Defining Efficiency of Management of the Region Marketing Potential

Shishkin Anatoly Viktorovich, Doctor of Economics, Professor of Marketing Department, Plekhanov Russian University of Economics; Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Murtuzalieva Taira Velimagomedovna, Ph.D in Economic Sciences, associate professor of Marketing Department, Plekhanov Russian University of Economics; Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Pogorilyak Boris Ivanovich, Senior lecturer of marketing department of Marketing Department, Plekhanov Russian University of Economics; Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Modern approaches to definition of region marketing theory are based on formation of a complex of indicators as part of methodologies of development of regional marketing potential. The cone of region competitiveness as symbiosis of indicators defining economic level of territory development, namely the standard of living of the population, efficiency of functioning of economic entities, degree of investment attractiveness and activity of financial investments to the region is new authors approach in studying of regional marketing potential of the territory. The novelty of authors approach consists in reasonable need of use of new administrative methods of region development, reflecting an innovative role of the region as independent good with set of tools for effective management of marketing potential of the region. Introduction of the adapted organizational, economic and other forms, instruments of management of regional marketing, marketing attractiveness, will allow to create bases of the subsequent management of the marketing strategy of the region, the prospects of its effective development.

Keywords: complex of indicators; management of marketing potential of the region; branding of the region; positioning of the territory; cone of competitiveness of the region; efficiency of assessment of marketing potential of the region.

Strategic Approach to Assessing the Quality of Service of a Retail Trade Enterprise

Uryasyeva Tatyana Ivanovna, Candidate of economic sciences, Associate Professor, Assistant Professor of Trade Policy Department, Plekhanov Russian University of Economic; Stremyanny Lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kalugina Svetlana Afanasyevna, Candidate of Technical Sciences, Associate Professor, Assistant Professor of Trade Policy Department, Plekhanov Russian University of Economic; Stremyanny Lane36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Analysis of practical methods for assessing the quality of trade services shows the lack of a strategic approach. In the opinion of the authors, it is necessary to distinguish such concepts as «quality of commercial services» and «quality of services provided». To assess the quality of services of trade enterprises, the authors consider it appropriate to use such indicators as compliance with customer requirements, reliability, accessibility, security. For develop a system of integrated assessment of the quality of trade services, key determinants that determine the successful achievement of targets are identified. The adaptation of the «Balanced scorecard» to the evaluation of the quality of servicing of a retail trade enterprise is proposed. The main advantage of this approach is the ability to assess the quality of service based on an understanding of the key factors of the company’s success, and also to assess the impact of these factors on the financial performance of a retail business. The approaches to the evaluation of the quality of the work of sales personnel are systematized, which will allow to identify the strengths and weaknesses in its work, which is important for building long-term relationships with target buyers. The results of the research can be used to develop a sales strategy, a company development strategy.

Keywords: quality of service; the level of service; key determinants of quality of service evaluation; indicators for assessing the quality of services; evaluation of the quality of work of sales personnel; balanced scorecard of retail trade enterprises.

Determination of the Exhibition Area Price Depending on the Quality of the Exhibition

Osovtsev Viktor Anisimovich, Doctor of Economic Sciences, Professor of the Marketing and Advertising Department, Rostov State University of Economics; Bolshaya Sadovaya st. 69, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ulanovskaya Oksana Nikolaevna, Assistant of the Marketing, Trade and Customs Department, V.I. Vernadsky Crimea Federal University, Economics and Management Institute (a division); Sevastopolskaya street 21/4, Simferopol, 295015, Republic of Crimea (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of the research: the development of the procedure for establishing the prices of the exhibition area by the organizers of exhibition and fair events, taking into account the differences in the quality of the exhibitions. Authors give a justification for the fact that the size of the exhibition space leased by the exhibitors represents an integral measure of the quality of the events. This conclusion was obtained through a correlation analysis of a vast amount of official statistical information on the 67 international specialized trade exhibitions held in 2015 in the B2B format in four countries: Russia, Germany, Italy and France. As a result of the study, it was found that the relative value of «price / quality» in the conduct of a specific exhibition event is mathematically displayed as the ratio of the price of the alternative, to the size leased by exhibitors of the exhibition space. The price of the alternative is the maximum price of the exhibition space at which the demand of exhibitors for participation in this exhibition event disappears completely. To detect differences in the quality of the exposure measures, there must be a definite reference point. Guided by the principles of benchmarking, this «point» (the basis for comparison) should be the best in quality in the corresponding segment of the market exhibition-benchmark, which is the largest exhibition of a particular thematic focus in the corresponding segment of the exhibition services market. The price / quality ratio formed at these exhibitions is the limiting for all other exhibition events of the corresponding thematic focus. To determine the price of the exhibition space, depending on the quality of exhibitions on the proposed in the article formula, the organizers need to find in their competitive environment the best exhibition and relevant information about it.

Keywords: the price of the exhibition area; integral quality indicator; the price of the alternative; exhibition-standard; quality of the exhibition.