Pp. 5 – 10

Marketing of Innovative Activities of Retailers

Bakharev Vladimir Vasilyevich, Candidate of economic Sciences; Head of the program «Trading Business», Associate Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nekrasov Sergey Sergeevich, Bachelor of direction «Trading Business» of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Innovations allow companies to be proactive, forming and offering the consumer a targeted trade offer. Targeted trade offers, specificity and selectivity of trade routes has great importance for the organization of sale of goods. Innovative activity of trade networks is a response to external challenges, because the trading campaign which more efficiently applies innovation is the winner. For the development of innovation is very important evaluation of innovative potential. The expert group has evaluated the innovative potential of supermarket trading company «Tape». Innovation identifies opportunities and threats for the development of a trading company. Marketing determines the vector of the innovative development of a trading company. Innovation involves the use of additional funds. Investments can be directed in the trade and technological processes. The main requirement for investments is their return. Innovation and investment activities must be cost-effective and risks must be reasonable. Marketing support of innovative activity determines the composition and period of investment, contributes to changes in the marketing situation in the market.

Рр. 11 – 18

The Impact of Ecological and Social Initiatives of Companies on The Forming of Consumer Loyalty

Bozhuk Svetlana Gennadyevna, Doctor of Economic Sciences, Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Pletneva Natalya Alexandrovna, Candidate of Economic Sciences, Associate Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article presents the results of discussion on the theme «The Social Responsibility of Business as the Factor of Consumer Loyalty», which was carried out with using the method of group interaction «World Cafe». The participants of meeting were discussing the problems in ecological and social spheres and were offering to solutions to these problems in the area of business activity. For example, on the building market it’s should be a voluntary certification of buildings, the using of «green» building materials and technologies, the utilization or recycling of wastes all classes of dangerous. The ideas of initiatives in the retail sphere – the monitoring of production and logistic chains, careful selection of suppliers and a voluntary certification of products, which produced under its own trademarks. In the B-to-B sector the main social idea, it is the support for the start-ups. In addition, among of the important ecological ideas was named resource saving in the offices. In participants’ opinions, in the sphere of telecommunication should be realized such initiatives as the development of net of free Wi-Fi on the social- significant objects, the guardianship of animals in the zoos, and, what importantly, opening of information about social and ecological activity of companies for consumers. In the HoReCa-sector was offered to include the dishes from eco-products in the menus of restaurants and cafes, and use the organic wastes in agriculture as the fertilizer or feed for cattle and poultry. Implementation of the above social and ecological initiatives will ultimately lead to customer loyalty; however, to expedite its formation will allow economic incentives.

Рр. 19 – 25

Position of Germany in International and Regional Trade: Analysis of Dominance – 2009—2014

Golovkina Svetlana Ivanovna, candidate of economic Sciences, associate professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes the German foreign trade position in the international and regional levels. The paper defines main directions of economic dominance of Germany in the world today. The author presents an analysis of the foreign trade turnover in Germany, its export and import dynamics. Particular attention is paid to the trade relations with Germany’s leading economic partners, both in the EU and around the world. This review of export and import of Germany applies to groups of countries and industries. The economic dominance of Germany is supported by foreign trade activities in Germany and lobbying groups of the WTO. The originality of the author’s approach is that it presents an analysis of further promotion of the German open economy export-oriented strategy through reindustrialization of national policy at the leading positions in the world economy of the German information, environmental and biotechnology, as well as on the use of renewable energy technologies.

Рр. 26 – 30

Special Aspects of Product and Service Life-circle in International Trade from the Marketing Perspective

Ilyina Olga Vladimirovna, Candidate of economic Sciences, Associate Professor, Director of Graduate School of Commodity Research and Service, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Mihailova Galina Vitalyevna, Associate professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29., St.Petersburg, 195251, Russia

Authors carried out a comparative analysis of goods and services as the objects of international trade. On the basis of differences it is possible to allocate some features of international trade in services. International trade in services is regulated not at the time of crossing the customs border, but within the state by appropriate regulatory and legal acts. Organization of international trade in services is based on the fact of movement and contact of the seller and the buyer, in the specialized literature the term «mobility» is often encountered. International trade in services takes more and more place in total sales, there is an expansion of the list of services related to international trade in goods, as well as services that provide services to international trade. One of the key concepts in the marketing is the «life cycle». Marketing in international trade acquires a new specificity, as it has a number of characteristic features associated with the peculiarities of doing business in the international market, forms of sales, etc. Having reviewed the phases of the life cycle of goods and services in international trade, we can conclude that an important aspect of the company – participant of foreign trade activities is the life cycle of services.

Рр. 31 – 37

Forms of Concentration of Commercial Capital and the Creation of Network Structures in the Russian Federation

Kirillova Tatyana Viktorovna, Candidate of economic Sciences, Associate Professor, Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author proposed a classification of network business in the retail trade on the basis of the type of control, including corporate and voluntary network of franchising. Priority kind of communications that contribute to the spread of the network of trade enterprises is the information links. Analysis of distribution network of trade in the Russian Federation showed that only in the North-West Federal district trading companies are generated about half of the turnover of the trade network. Integration and networking allows obtaining a synergistic effect, manifested in access to all types of resources, effective management, economic and geographical expansion. Modern information systems allow you to automate all business processes of trade enterprises of any format, such as: personnel management, procurement, movement of goods, wholesale and retail sales, scheduling, inventory replenishment, managing range of products and prices etc. However the level of development of information technologies cannot achieve the scale of current network trade. The levels of consolidation of the network of trade in Russia and abroad differ significantly. In Russia five major food retailers control just over 8% of the consumer market, while in Western countries this figure reaches 90%. Prospects of development of network trade associated primarily with the elimination of numerous administrative barriers and infrastructure development.

Рр. 38 – 46

Management of the Modern Company’s Staff Loyalty in the Context of Differences in Values of Generations: Problems and Solutions

Kozlova Nelly Anatolyevna, PhD in economics, Associate Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Analysis of trends in the labour market in developed and developing countries have shown that low employee loyalty is a worldwide trend. The survey of opinions of young professionals from 29 countries, which differ in the degree of development of the market, have found that more than 60% of employees are planning to change employer during the period up to 2020. For the purpose of rational use of human resources the author proposes the implementation of a differentiated approach to the staff loyalty management on the basis of accounting personnel differences in values and behavior of the representatives of different generations. To increase the loyalty of employees, representatives of generation X, the author recommends the use of a payment system with a guaranteed salary and the motivational bonus part; KPI establishment on the basis of the volume and quality of the work performed; organization and development of mentoring institution; providing opportunities for corporate training and personal growth. In order to increase the loyalty of employees, representatives of the generation Y, the author recommends the development of remote employment opportunities; the use of KPI system for discrete tasks, on the basis of complexity and speed of execution of projects; involvement of young professionals in the corporate culture; the use of modern technologies to expand business contacts, participation in professional conferences and presentations.

Рр. 47 – 53

Blog as an Instrument for Promoting Product Brand and Personal Brand of Artisan of Handmade Industry

Krasnostavskaya Nataliya Vladimirovna, Candidate of economic sciences, associate professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Companies and artisans in handmade industry resort to use internet marketing communication instruments to promote their own brands. In this case we are talking about product brands of handmade industry and personal brands of artisans of handmade industry. Blogging is one of these instruments that creates and develops the communications medium with their followers and customers. Its help creates a place for interaction between brand owners and their target audiences on the platform of the brand. Events realized with the help of blogging to promote the brand are more benefit than traditional advertising. The personal nature of blog communications, unique content also help to develop a mutually beneficial relationship between the brand and its followers. The experience of promotion of Russian and foreign brands through their blogs is systematized in this article.

Рр. 54 – 60

Innovations in the Trade Networks as a Tool of Competitive Advantages Formation

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kkhalaf Karina Ziad, Graduate student of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Hudik Darya Dmitrievna, Bachelor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29., St.Petersburg, 195251, Russia (khudik_dasha95@mail)

The functioning of the commodity market is investigated from the standpoint of a marketing component in the innovative development of network trade. Network structure of trade is a driver of innovative changes. However, they are interested primarily in the development of the most economically attractive of the territories, trying to minimize the risks associated with regional development. The development of regional trade has innovative and the marketing components. The network must adapt their formats to specific areas: required policraticus development; providing nesting range of the network in the range of the region. A network should be directed to the external environment and focused on the long term. The constant improvement of trading-technological process is considered not as costs but as long-term investment that can bring the greatest return. Innovation in manufacturing is a guarantee of high culture of customer service, high demands on the quality of the incoming goods, the introduction of software products in the trade process. One of the most innovative forms of trade process associated with the widespread introduction of self-service systems that originated in Western Europe. An important innovation in the relationship of consumers with distribution network is a permanent improvement of the system of discount cards. Innovation in the sales process, in particular the unified state automated information system and electronic veterinary certification, will contribute to the gradual purification of the Russian market from counterfeit goods, will change the competitive situation on the consumer market. Innovative development of network Commerce creates the conditions for development of fair competition.

Рр. 61 – 68

Conjuncture of the Regional Market of Construction and Finishing Materials as Factor of Regional Trade Innovative Development

Krymov Sergey Mikhailovich, Doctor of economic Sciences; Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Evgrafov Arkady Anisimovich: Professor, candidate of military Sciences; Deputy Director of the Institute of industrial management, economy and trade, Professor at Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kolgan Maria Vladimirovna, Candidate of Economics, Associate Professor of the Department Marketing and engineering economy, Don State Technical University, Gagarin sq. 1, Rostov-on-Don, 344001, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

An important part of the formation of regional innovation system becomes the business sector, which performs a key role in testing and developing the newest and the most risky technologies. Flexibility, ability to adapt to the changing economic and other conditions, an opportunity if necessary to be reconstructed does this sector by driving force of innovative development of the region. In modern conditions increase in competitiveness is a strategic objective economic development of regions. The strategic analysis of market condition for development of the enterprises of the region has to be carried out first of all at the micro level that will allow defining the need for activity development. The modern businessman for successful functioning needs not just to form marketing policy, but also to operate effectively it. Finding of new methods, receptions, instruments of management gives as a result increase in efficiency of commercial activity of the enterprise. In this regard especially urgent analysis of marketing activity of firm.

Рр. 69 – 75

Innovative Methods of Management by Retailers Based on Merchandising: Assessing the Effectiveness of Factors and Conditions

Krymov Sergey Mikhailovich, Doctor of economic Sciences; Professor at Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kapustina Irina Vasilyevna, Associate Professor, candidate of economic Sciences; Director of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Merchandising is not only component of marketing management but also the innovative form of management of the whole company. Merchandising for effective management of the company requires a number of factors and number of conditions. For shopping processes, they are associated with management structure, human resources, perception, design of a trading hall. For technology – with a range and supply, product line, shelf space, placement of commercial equipment. The methodology of evaluation of factors are investigated on the example of a supermarket «Magnet» city Pushkin, Saint-Petersburg, Department of the grocery store. It is proved that despite the positive dynamics of trade turnover for the division (an increase in the reporting period is 18.9%), it was to decrease in the proportion of the turnover of the division in the total turnover. Noticeable deviations from the norm have a place in most important positions of management factors: the supply and range of products and placement of commercial equipment. The most significant deviations from the norm were inherent in the factors of the product line and the organization of retail space. This indicates the need for the development of corrective actions based on trade and technology merchandising, providing the change of the situation.

Рр. 76 – 82

Marketing-logistics Сomponents in the Сonstruction of Preferable Business Model

Sergeeva Oksana Yevgenyevna, Candidate of Economic Sciences, Associate Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The business that provides the business entity a competitive position appears attractive and preferred for selection. To identify such businesses are important to the understanding of the key attribute components that determine the model characteristics of the business. The ongoing search of a common business model allows note the leading role of marketing and logistics in building a model of preferred business. Presenting highly effective business processes of leading companies in the world, marketing and logistics contain the most significant components that are important for the model building of high-performance business. Marketing system of searches goals and objectives , the development of priority strategies, comprehensive plan elements, budgeting, cost control ensures compliance with ever-changing business needs. Logistics system works by setting a strategic fit with the goals and objectives, development of logistics operations, the management and control of material flows, introduction of modern technologies and intellectual improvement of the management of resources ensures the optimization and rationalization of business.

Рр. 83 – 86

Role and Problems of Logistics in Development of Business in Russia

Sergeeva Oksana Yevgenyevna, Candidate of Economic Sciences, Associate Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Modern business development is impossible without the use of the logistics system. Being recognized as a key strategic component all over the world, logistics provides competitive advantages and reveals its potential only as complex and integrated in the all business chains management system. Despite the growing demand in Russia on the logistics services, its potential is undervalued today which leads to the low efficiency of the economic development. The overcoming of the key problems of the low quality of the logistics services, lack of competency management resources, poor development of transport infrastructure will enable to improve the competitiveness of the business. Landmarks on the established world trends in the logistics evolution will be the accurate direction of Russia’s integration into the global world market.

Рр. 87 – 93

Food Retail Prices in the Russian Federation: Dynamics and Structure

Solomatin Alexander Nikolaevich, Ph.D., Professor of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Moreva Svetlana Alekseevna, Master of Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The aim of this research is to study food retail prices in the Russian Federation and to define trade share in the retail price based on the current statistical data. The research result shows that the process of food inflation has significantly slowed down, but inflation is still quite high. Trade share in retail prices is high with the higher goods sales profitability than the return on manufacturing and with the large share of intermediate sellers. The irrational price increase and small and medium-sized businesses recession are determined by the monopolization of Russian retail market by retail chains. The lack of state policy in trade provokes inflation rate and lower standard of living.

Рр. 94 – 100

Managing Brands in the General Concept of Marketing Management of the Enterprise

Ianenko Marina Borisovna, Doctor of Economical Sciences, Professor, Graduate School of Domestic and International Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya str. 29, St.Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The direction of identification of the brand largely determine the actions of the Offeror’s brand: proper brand positioning, integrated communications, employee behavior, etc. Brand Management focused on identity is the process of planning and decision-making with the aim of uniting all activities related to the formation and maintenance of strong brand identity, which includes the following steps. Situational analysis of external and internal marketing environment of the enterprise is the platform for making decisions about the development of the strategy and objectives positioning of its brand. Description of user profile within each target group. Brand positioning is a process of visualizing the formed brand identity on the basis of studies of needs and expectations of the target consumer groups. Budgeting for the implementation of brand strategy. The final stage of branding is the brand-controlling, which allows you to evaluate the management by results, strategic and operational intelligence on the status and dynamics of the environment and position the brand in the market in the process of achieving your goals. It is proved that the processes in brand management in the present context of globalization, require the use of the innovation. This use of big data technologies for collecting and processing marketing information; development of the Internet of things as an innovative direction of formation of the marketing complex; the use of mobile technologies for improving the tools of marketing.