“Product Engineering” as Main Content of Marketing

Isaev Aleksandr Arkadyevich, Doctor of Economics, Professor of International Marketing and Trade Department, research supervisor of programs of a magistracy, direction of preparation «Trade business» of Vladivostok State University of Economics and Service, Gogol st. 41., Vladivostok, 690014, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

It is stated the absence of a uniform interpretation of the «marketing», the uniform requirements to professional competences of marketologist in different companies. It is proved that the low certainty of concept of «marketing» is the result of an etymological approach to the disclosure of its content and does not take into account the basic need of the seller — to be competitive in the market. Proposed interpretation of the core content of marketing as product engineering — activity on the formation of competitive products ideas. The mechanism of the decision to purchase this product at a deep level. The main provisions of the theory of emotional sales (ciberpsychology, psyprogramistics). Based on the theory of emotional sales are discovered the main directions of marketing activities of the companies. It is stressed the actuality of the proposed interpretation of marketing in the conditions of increase in the share of «digital» products on the market, the leading role of business psychologists in creating marketing products.

Keywords: marketing, ciberpsychology, psyprogramistics, emotional theory of sales, product engineering.

Methods of Assessing Consumer Value Generated by Retailers

Noskova ElenaViktorovna, Candidat of Economic Sciences, associate professor of the chair of marketing, commerce and logistics Far Eastern Federal University; Suhanova Street 8, Vladivostok, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Romanova Irina Matveevna, Doctor of Economic Sciences, professor of the chair of marketing commerce and logistics Far Eastern Federal University; Suhanova Street 8, Vladivostok, Russia, 690950 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article notes that at present value approach is key by the functioning of the retail outlets of various formats. The purpose of this study is to identify gaps between expected and perceived customer value generated by retailers in different formats (hypermarket, supermarket, convenience stores). The results of evaluation will enable retailers to identify new opportunities for growth and future activities, which will be based on the whole chain of creating customer value. Quantitative interpretation of expected and perceived customer value will facilitate retailers to building the optimal marketing strategies to meet the requirements and demands of consumers, which ultimately will increase the competitiveness of enterprises.

Keywords: consumer values, trade, competitiveness of enterprises, coefficient of customer value.

Franchising as a Form of Economic Relations between the Control Subjects

Plotnikov Andrei Viktorovich, Associate Professor, Ph.D. in Economics, Department of Management and Marketing, Perm National Research Polytechnic University, Komsomolsky Avenue 29, Perm, 614990, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This theoretical work clarified the concept of franchising; stages of a franchise defined the relationship between the franchisor and franchisee and the establishment of sub-franchisee; author’s franchise classification is proposed in the work; franchising model with a differentiated and integrated view of the franchisor as well as multi-brand franchising scheme are described in the work. There are variants of franchising development: 1) with and without dynamic development; 2) static; 3) dynamics and self-financing (transfer pricing).

Keywords: franchise, franchisee, franchisor.

Efficiency Diagnosis of Antirecessionary Marketing Efforts on the Basis of JSC ”Plastic Electrical Products’’

Smirnov Aleksandr Aleksandrovich, Manager of marketing department at JSC “Plastic Electrical Products’’; Nansen street 87, Rostov-on-Don, 344079, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

When antirecessionary management takes place, one of the marketing aims is constant diagnosis of economic efficiency of company’s marketing work or diagnosis of efficiency of every effort, for a great deal of unforeseen circulations appear when we try to release a marketing strategy. Nowadays there is no well-defined algorithm for efficiency diagnosis, every company has its own criteria for evaluation that depends on object in view. Moreover, according to the results of the recent research that has been carried out by the Accenture company, seventy per cent of managers of marketing departments do not control paybacks of marketing efforts. Company’s future development and its place at the market depend on timely qualitative diagnosis of results of marketing efforts which the company carries out. Standards of Marketing efforts final diagnosis have been analyzed and created in this work on the basis of a given complex about an increase in sales due to an increase of conversion and an increase of loyalty to trademark.

Keywords: marketing; marketing efforts efficiency; conversion; loyalty; contact points; marketing metrics.

State Budget and Marketing of Social Sphere

Mikhalyuk Valeria Igorevna, Candidate of Political Sciences, the journal «Practical marketing», Deputy editor; Budennogo avenue 39, build 3, Moscow, 105275, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

According to the materials of parliamentary hearings of the State Duma Committee on budget and taxes: “Main directions of budget, fiscal and customs and tariff policy: the choice of priorities” (October 2016). New approaches are required for marketing of social sphere. As well as in social advertising, marketing of social sphere has its own specificity and differences from the traditional marketing schemes. There are economic spheres that determine the fate of countries. in which The competition and profit are powerless and economic priorities are distributed differently in these spheres. Social marketing depends on the budget. In the budget the most important marketing tool is however the control, but not competition. The reduction of the budget dependence from external economic environment, oil and gas quotes do not allow filling the budget by easy incomes. Revenues from mineral and natural resources, which are not the result of economic chains, are only temporary investment.

Keywords: marketing of social sphere, competitiveness, parliamentary control, monetary policy, tariff regulation in the commodity groups, labor mobility, level and quality of investment, structure of incomes, tariffs of natural monopolies, SMM (Social Media Marketing)

Contents, Forms and Methods of Strategic and Operational Marketing Activities in Deals of Modern Universities, Focused on the Competitiveness

Voronov Alexander Alexandrovich, Doctor of Science (Economy), Professor of Chair of Marketing and Trade Deal, Kuban State University, Stavropolskaja 149, Krasnodar, 350040, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Demyanchenko Natalya Vasilyevna, Candidate of Economics, Associate Professor of the Department Management, Krasnodar Filial of Plekhanov Russian University of Economics, Sadovaya 23, Krasnodar, 350002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kaminskaya Elena Alexandrovna, Applicant of Chair of Marketing and Trade Deal, Kuban State University, Stavropolskaja 149, Krasnodar, 350040, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes the prospects of the strategic marketing activities of today’s universities, focused on the real competitiveness of its graduates in the labor market. To ensure compliance of this indicator to the real market needs on the basis of introducing a multi-platform concept that allows you to implement entrepreneurial, research and directly educational initiative. The involvement of students in various types of real work activities provide them with real competence in performing standard, non-standard and innovative job functions. The author’s approach is illustrated with results from field marketing research implemented by the authors based on a survey of 300 graduates 2014/13, 2015/14, 2016/15 training years, who graduated from state, municipal and private educational organizations of higher education on the territory of Kuban, whose main objective was the evaluation of the competitiveness of the graduate of the modern University in terms of its actual employment in the competitive labor market.

Keywords: marketing strategy of the university; competitiveness of graduates; the field of marketing opportunities of the university.