The study of perception of the popular brands by children and adolescent target group
The approaches to the research of the popular brand’s perception by children are considered. On the base of the method of prof. T. Teichert the factor’s structure which works upon the evaluation of brand perception is offered. The significance for components of the structure was calculated using the analytic hierarchy method. On the basis of data from the study of pupils preferences in Novosibirsk on global and local brands and fakes of fast food the linear multiple regression model is stated and identified. A comparison for factors influence power on the children brand perception is provided.
Keywords: kids marketing; branding; global and local brands; brand perception model.
The Main Aspects of Marketing Communications Strategy in the Internet
This article is an attempt to classify the main errors in the formation of marketing communications in the Internet, to identify the factors affecting the communicative policy. It was formulated strategy of marketing communications in the network, used by Russian companies at this stage. The mechanism was the formation of an Internet marketing communications strategy.
Keywords: marketing communications; Internet; website.
How to Order a Marketing Research by Involved Forces for Transport Companies
The article considers marketing research process exactly for transport companies. For transport companies’ activities, method of research is extremely important. It can be undertaken by company’s own personnel, or through hired marketing specialists. In the first case, a company must consider all the positive and negative sides of this approach.
The choice of a company aside to undertake this sort of marketing research must be proven with (by) several important factors which are described thoroughly by the author of this article. A request for research is also considered in principle in the article. It is well-known that a correct request allows a researcher to create methodology which fits a customer’s task, on the one hand. On the other, a research customer is confident that this research will be useful for reaching the set up commercial goals.
Keywords: marketing research; transport company.
Global benchmarks improve the competitiveness of Russian universities: the dominant of state, rankings, the site of the university
The article deals with global benchmarks improve the competitiveness of Russian universities. Emphasizes the dominant role of the state. Competitiveness of universities is considered from the standpoint of improving the quality of their research and educational activities. The entry of the leading universities in the Russian and global rankings of universities. There is a growing role of the university sites.
Keywords: The competitiveness of the university; State Strategy; International ratings; ARWU; QS; «The Times»; domestic ratings RIA Novosti; Information-analytical database; «Network Science»; «Web of Science»; «Scopus»; Website of the university.