Рр. 3 – 8

Competitiveness of Diversified Companies at the Water Treatment Market (on example of the group of companies Fluidra)

Guseva Maria Victorovna, postgraduate student of the Department of Marketing Plekhanov Russian University of Economics, Stremyanny lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The issues of preserving the competitive advantages of companies in the international market of water treatment through using of innovative approaches in production and marketing based on the creation of new consumer values are discussed in the article. The author refers to the tools for competitive advantage, used by the world’s largest player in the sector of production and supply of equipment for swimming pools and SPA - GC Fluidra. The author also focuses on types and levels of competition that should be considered by choosing the competitive strategy in the market of water treatment. The approaches to competitive advantages of GC Fluidra through using the modern CRM-systems that best meet the needs of clients and offer the optimal set of goods and services and through the development of loyalty programs are under consideration in the article. The approaches to competitive advantages based on the theory of effective competition are also presented in the article. Special attention is paid to the trends in behavioral concept of internationally diversified companies that use common ways for competitive advantages. These companies are also concerned by sustainable development of society and protection of the environment.

Рр. 9 – 14

Pricing Tools at the International Water Treatment Market (on example of the group of companies Fluidra)

Guseva Maria Victorovna, postgraduate student of the Department of Marketing Plekhanov Russian University of Economics, Stremyanny lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The approaches to pricing in variability of the environment of international companies are discussed in the article. To reveal the essence of the article the author identifies factors affecting the pricing and price strategies depending on the vision of company and market conditions. The article also presents current methods of pricing on example of the global diversified company Fluidra, specializing in production and sale of equipment for water treatment. These approaches take into account both the expenses on the production, delivery and promotion of products, and also the competitive prices, value criteria of the product and the consumer perception of the brand. An important factor of pricing in international marketing is the understanding of possible changes in foreign markets and building on this basis the forecast values. The basic methods of price forecasting used by leaders in the water treatment market are described in the article.

Рр. 15 – 23

Problems and Prospects of Innovative Methods of Sales Promotion in Retail Trade

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.)

Medvedeva YuliaYurievna, 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.)

The article is devoted to identifying problems and exploring the prospects for implementing innovative means and ways to stimulate sales in retail trade. In article describes the necessary areas for the development of trade organizations in an unstable economic situation that will improve the efficiency of their operation. The growth in sales is limited by both market capacity and market conditions. Most trading companies in an unstable environment are not striving to increase sales, but to improve the profitability of commercial activities. The methods used for this — from increasing the efficiency of staff to optimizing warehouse stocks — should be in focus in the near future.

Рр. 24 – 30

Technologies of Internal Marketing in Practice of the Rostov Regional Branch of Russian Agricultural Bank (RosselkhozBank)

Kadukova Ramila Romanovna, Candidate of Economic Sciences, Associated Professor of the Department of Management and Entrepreneurship, Institute of Service and Business (branch) Don State Technical University in Shakhty, Rostov region, 346500, Shakhty, Shevchenko street, 147 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Grebenkina Anastasia Sergeevna, Assistant of the Department of Management and Entrepreneurship, Institute of Service and Business (branch) Don State Technical University in Shakhty, Rostov region, 346500, Shakhty, Shevchenko street, 147 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The research was conducted using two methods: «importance – performance» and the Organizational Commitment Questionnaire (OCQ). The matrix «importance-performance» showed that such indicators as leadership in the group, opportunity to be part of the group, good relationship with the staff and new knowledge and skills are important for the staff of Agricultural Bank. According to OCQ method the loyalty of the staff was measured. It can be defined as obliged loyalty, which is based on the lack opportunities for employee to find another job. Based on the results of the research the motivating measures that could interest the employee to work were suggested. First motivating measure is focused on financial encouragement and the second - on non-material one, which consists in the formation of the bank of ideas. Through these and other measures employees would understand that they are inalienable and most important part of the company. The loyalty of the staff will improve the work efficiency.

Рр. 31 – 35

Research of Products (Services) Promotion Tools in the Internet

Mihaylova Veronica Mihaylovna, Candidate of Economic Sciences, Associate Professor of Marketing and Business Management Department, Kuban State Technological University, Moskovskya street 2, Krasnodar, 350072. Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shabaeva Ekaterina Mihaylovna, Student of Marketing and Business Management Department, Kuban State Technological University, Moskovskya street 2, Krasnodar, 350072. Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article devoted to description traditional and new means of promotion in the Internet. In the article one offered an approach for conducting analysis on the efficiency of promotion methods in the Internet, which is based on using scale semantic differential. The proposed approach enables to determine relations of consumers to different aspects of those or other questions. A certain novelty value of this approach is in the result calculation of estimates researcher can see the psychological mechanism of building attitude of consumers to a variety of promotion methods in the Internet. The information obtained in the course of such a survey will allow top managers to develop a competent and effective strategy for promoting on the Internet for an enterprise of any industry and sphere of activity and thereby increase its competitiveness.

Рр. 36 – 44

Research of Demand Potential Consumers of Virtual Goods and Game Content

Bondarenko Victoria Andreevna, doctor of Economics, head of the Department of Marketing and advertising, Rostov state economic University (RINH); B. Sadovaya st., 69, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Popov Michael Vyacheslavovich, postgraduate of the Department of Marketing and advertising, Rostov state economic University (RINH); B. Sadovaya st., 69, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Aim. Exploring the existing demand for virtual goods and game content among the youth (student) to verify the data presented in the open access and understanding of how to develop the service in this area with a focus on the target audience preferences.
A task. To compare the results of previous studies of consumers of game content in Russia, the results of which are presented in the public domain, with the data of the field study conducted in 2016 in the youth environment in Rostov-on-Don.
Result. The obtained results of marketing research allow to conclude that more than 80% of the student audience are involved in the computer games, 16% of respondents from a number of players already purchase virtual goods, the rest will also buy thats. The female audience is widely represented among the gamers. It making reasonable to propagate role-playing and strategy games and not just shooters, popular with male audiences.
Conclusion. The demand for massively multiplayer online games emerged; the market of games will grow at the expense of further involvement in the consumption of virtual goods people with higher education, regardless of their gender. It will be advantageously due to the continuing advancement of shooters, increasing the supply of role-playing and strategy games which focused simultaneously on the male and female audience of players.