Рр. 6 – 10

Sales Promotion in Retail

Bakharev Vladimir Vasilyevich, Associate Professor, candidate of economic Sciences, head of educational programs, associate Professor of the higher school of internal and external trade, Peter the Great Saint Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the features of implementation of marketing in retail trade, the factors influencing the effectiveness of the organization distribution in retail trade, the main methods of stimulation for the target groups and buyers, sellers, intermediaries are analyzed. Performed assessment of the marketing of JSC «Gostiny Dvor», systematized basic decisions on improving the organization of sales activities. It is proved that the efficiency of the distribution system largely formed a clear organization marketing policy and development of the sales strategy.

Рр. 11 – 16

Development of Marketing Research Methods of Consumer Behavior in a Virtual Environment

Bozhuk Svetlana Gennadyevna, Professor Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Krasnov Aleks Sergeevich, Postgraduate student, Peter the Great St.Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article reviews the opportunity of the transformation classical methods of marketing research as a result of digital technologies influence. In article also considered methods of marketing research and they features, which are manifested in a virtual environment. Problem points of these methods that didn’t allow to get maximal efficiency of marketing actions are identified. The authors recommend ways of adaptation the E-marketing methods to increase the efficiency of research results. For adaptation was selected such marketing methods as experiment, observation and interviews because of the frequency of using in advertising campaigns. Authors also advised to transfer «Mystery Shopper» method in the virtual environment because it can increase the efficiency of marketing actions and the explore of consumer behavior.

Рр. 17 – 26

The Marketing Technologies of Forming of Consumer’s Ecological Priorities on Example of the Building Market

Bojuk Svetlana Gennad’evna, Doctor of Economic Sciences, Professor of Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (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 Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nowadays on the building market is observed low level of interest of developers to the changing of existing practice of building and the implementation of new technologies and engineering systems. In turn, consumers are not yet ready to demonstrate the real demand for eco-friendly and energy-efficient real estate objects. In the article given ideas of using of marketing incentives, that allow to revive the demand for «green» building materials and technologies, and participate in the support of the sustainable development conception of all stakeholders of the building market. As instruments of forming of consumer ecological priorities used for non-profit reports and the eco-labelling. The strategies of eco-orientated building companies are differ depending on the type of real estate market and the pool of supported eco-initiatives related to the ready-made objects.

Рр. 27 – 31

Marketing Technologies in Personal Services: Modern Trends and Future Developments Issue

Ilyina Olga Vladimirovna, Graduate school of commodities and service director, associate professor, Institute of Industrial Management, Economics and Trade, Peter the Great Saint Petersburg Polytechnic University, Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Khnikina Tatyana Semenovna, Associate professor of graduate school of commodities and service, Institute of Industrial Management, Economics and Trade, Peter the Great Saint Petersburg Polytechnic University, Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

At present day marketing technologies are becoming vital due to the development of personal services and competitive recovery of service enterprises. As a consequence, current trends assessment and the identification of marketing technologies development claim special attention and are thoroughly observed in this article. Whereas, the aim of marketing research is to draw out factors influencing consumer’s ultimate choice, and to obtain information to create the enterprise’s marketing complex.

Рр. 32 – 37

The Role of Non-Tariff Regulation of Foreign Trade in the Economic Security of the Russian Federation

Kirillova Tatyana Viktorovna, Cand.Sc. (Economics), Associate Professor, Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce, Peter the Great St. Petersburg State Polytechnic University; Politekhnicheskaya st. 29, Saint-Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The relevance of article’s topic is explained by the fact that the issues of the economic security of the country in the foreign economic sphere are very important in the current economic and political conditions. The assessment of the state of economic security of the Russian Federation was evaluated on basis of the calculated parameters and highlighted the thresholds of economic security in foreign trade sphere. The calculation results show that most of the indicators conform to the criteria of economic security. Russia’s accession to the World Trade Organization has minimized the role of customs and tariff regulation in foreign trade. The tools of non-tariff regulation of foreign trade, which regulated by the Treaty on the Eurasian Economic Union, become particularly important. The article analyzes the anti-dumping measures applied by EAEC in respect of goods from third countries and safeguards are valid in the foreign markets in respect of Russian goods; application of safeguards by foreign countries were analyzed on basis of WTO dates.

Рр. 38 – 45

The Relevance of Application of Adaptive Approach to Marketing Management in Reducing Budgets Conditions

Kozlova Nelly Anatolyevna, PhD in economics, Associate Professor of Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce, Peter the Great Polytechnic University; Politekhnicheskaya str. 29, Saint Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to actual issues of application of agile-marketing approach in marketing management. The agile-marketing background, the essence, the key ideas and principles have been examined. The necessity of agile-methods implementation as an alternative to the traditional approach has been reasoned. The key elements of adaptive marketing have been analyzed in accordance with the Russian realities. The current changes in values of staff relation to working conditions, the prospects of remote employment market development, the IT impact on marketing tools management have been discussed. The basic advantages of modern digital-marketing tools in the context of compliance with agile-philosophy have been described. The positive changes at different levels of business processes as a result of adaptive approach implementation have been formulated.

Pp. 46 – 55

Instruments for Promoting Personal Brand of Artisan of Handmade Industry in Internet

Krasnostavskaya Nataliya Vladimirovna, Candidate of economic sciences, associate professor of the Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce Peter the Great St. Petersburg Polytechnic University; Politekhnicheskaya st. 29, Saint Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

More and more companies now seek to exploit the diversity of tools to promote their brands on the Internet. In addition, those who intend to create and develop a personal brand do so. In handmade industry these people are artisans creating handmade products. Some products they may like to do only for themselves and sell them (and provide services) on a commercial basis. Competition in this market is high enough; the existing artisans create similar work, competing with each other both quality and price. Internet presents wide opportunities to promote personal brands of artisans of handmade industry. Platforms supported by artisans (websites, blogs, and accounts in social networks) become a place where beginners and experienced artisans can meet like-minded people, can present their work to target audience. Free educational materials, tips, competitions, joint projects — all these and many other activities carried out on the Internet by artisans of handmade industry can promote their personal brands.

Pp. 56 - 62

Role of Innovation in the Development of Country and Trade

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor of the Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya, 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article evaluates the global index of innovation, the dynamics of the positions of the Russian Federation in the GII: 2014-2016, the outcomes of the trade turnover for 2014 and 2015, determined that one of the conditions of survival in the market and create competitive advantages is innovation; the main characteristics of the innovation, the necessity of innovative development of trade. It is proved that regional diversity influenced the opportunities of innovative development of trade. The substantiation of necessity of use of clusters is not only in industry but also in trade. The substantiation of use of innovative potential for quantitative evaluation of innovation activities made General conclusions about the main tendencies of innovative development of trade.

Pp. 63 – 67

Characteristics of the Innovative Environment of Retail Enterprises

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor of the Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Medvedeva YuliaYurievna, Candidate of economic Sciences, associate Professor, Marketing and engineering Economics, Don State Technical University; Gagarin square 1, Rostov-on-don, 344000, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article considers innovation environment of the retail enterprise, which can be represented by a combination of internal and external variables. It is established that the characteristic features of innovative activity in the Russian trade are due to the fact that innovations are generated, implemented and distributed in a specific environment. The most important external components include: macroeconomic situation, political situation, scientific-technical potential, the industrial components. Internal components of managed trade organization allow the company management to adapt to changes in the external innovation environment.

Pp. 68 – 75

Formation of the Marketing Controlling in the Organizational Structure of the Wholesale Trade Enterprise Storage Facilities

Krymov Sergey Mikhailovich, Professor, doctor of economic Sciences; Professor at the Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya, 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Evgrafov Arkady Anisimovich, Associate Professor, candidate of military Sciences; Deputy Director of the Institute of industrial management, economy and trade, associate Professor of the higher school of commodity and service, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Marketing-controlling, provides analysis of the effectiveness of the marketing components of the enterprise of wholesale trade the study of market situation, to achieve the development plans of storage facilities. The inclusion of the marketing controlling in the organizational structure of storage facilities is possible on the basis of three approaches. First, with prospects of the organization of controlling, in scales of all enterprise the general specialized service marketing controlling is created. Second, where possible to ensure the marketing controlling in the priority directions, the groups are formed distributed control. Third, when the prospects for solutions marketing controlling primarily current operating problems, formed regular unit, directly under the head of the company. The formation and management of marketing-controlling is appropriate based on the use of linear (first approach), functional (for the second approach), staff (third approach) organizational structures. From the perspective of modern management systems, which are prevalent for linear-functional structure, various combinations of the formation of the marketing controlling in the enterprise of wholesale trade, the main of which are discussed in the work. The emphasis is on the possible implementation of the data structures in the warehousing of wholesale companies, depending on the scale, the specific development. System marketing-controlling will provide the coordination and regulation of the process of building a long-term communications with key partners wholesale companies – suppliers, customers, distributors and others.

Pp. 76 – 83

Review of Modern Tools and Techniques of Merchandising Commercial Enterprise

Krymov Sergey Mikhailovich, Professor, doctor of economic Sciences; «Higher School of Internal and External Trade», Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St.Petersburg, 195251, Russian Federation (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 «Higher School of Internal and External Trade», Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Systematization of existing means of merchandising allowed us to identify a set of tools, techniques, which form a system of interrelated and purposeful action, can change depending on specific market conditions and customer requirements. The authors focused on the concept of «trade and technology merchandising», which is in contrast to the traditional term covers all key areas of activity of the enterprise. Complex merchandising ensures the improvement of marketing management trade enterprise through optimal organization of all operations of trading-technological process. Includes receipt of goods, their delivery and distribution in a shopping district, effective use of retail space. Traffic control customer flow in the retail space. Ensuring the decision-making procedure of purchase by the consumer without the involvement of sales staff. The organization of the distribution of cognitive resources in the sales area. The reduction of the period of adaptation of buyers on the trading floor. Creating an atmosphere of commercial enterprise, defining consumer behavior. Such expansion interpretation leads to the fact that merchandising is becoming an effective tool for trade activity, allowing you to fully realize the commercial potential of a trading enterprise in the process of marketing management.

Pp. 84 – 89

Evaluating the Effectiveness of Outsourcing in the Socio-Cultural Sector Organizations

Makarova Olga Nikolaevna, Candidate of economic Sciences, associate Professor of Peter the Great Saint-Petersburg Polytechnic University; Polytechnicheskaya, 29, St.Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Martynenko Olga Valerevna, Candidate of economic Sciences, Senior Lecturer of Peter the Great Saint-Petersburg Polytechnic University; Polytechnicheskaya, 29, St.Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Domnin Anton Dmitrievich, Graduate student of Peter the Great Saint-Petersburg Polytechnic University; Polytechnicheskaya, 29, St.Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to improving the efficiency and profitability of organizations by reducing costs. Outsourcing can not only reduce costs, but also gives access to the latest management and information technology, allowing small and medium businesses to develop and solve large problems. The main advantage of economic instruments is to obtain specific quantitative results, which allows you to compare different options, to play the scenario. Analysis of internal and external opportunities from the use of outsourcing and risk assessment is the key step in the procedure of decision-making and adoption processes on outsourcing. Assessment of key advantages and disadvantages of outsourcing is carried out separately for each process. One of the reasons for the transition to outsourcing is cost reduction, process related events.

Pp. 90 – 95

Methods and Tools of Economic Security in Credit Institutions

Makarova Olga Nikolaevna, Candidate of economic Sciences, associate Professor of Peter the Great Saint-Petersburg Polytechnic University; Polytechnicheskaya, 29, St.Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Martynenko Olga Valerevna, Candidate of economic Sciences, Senior Lecturer of Peter the Great Saint-Petersburg Polytechnic University; Polytechnicheskaya, 29, St.Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Makarova Yuliya Nikolaevna, Graduate student of Peter the Great Saint-Petersburg Polytechnic University; Polytechnicheskaya, 29, St.Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

To the loan agreement with commercial banks of the economic entity the preceding step is the analysis of the creditworthiness of the borrower on the basis of the accounting (financial) statements. The loan, provided and used by the borrower for the production and financial-economic activity implies the identification of inadequate information and assessment of the financial situation at all stages. Each commercial Bank is developing a methodology to assess the creditworthiness of the borrower according to accounting (financial) reporting, and requested additional information on the activities of the borrower, its financial stability, the rhythm of production, product quality, markets, and other indicators. The evaluation of the creditworthiness of the borrower is professional judgments based on the actions of regulatory and legislative acts.

Pp. 96 – 102

The Cooperation of Marketing and Logistics in the Aspect of Preferred Business Choice Problem

Sergeeva Oksana Yevgenyevna, Cand. Sci. (Economics), Associate Professor, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The competitiveness of economic agent is based on his administrative decisions about the choice of preferred business. This case is predetermined by the market transformation, changes in consumer’s preferences, increasing competition and other significant factors that require the development of up-to-date decisions for revealing and implementing new businesses, most suitable to current market conditions. The entity faces this problem being in contradiction with the limited resources used in production and boundless growth in changing needs. The successful solution to this problem lies in the introduction of marketing and logistics bundle which grounds optimal production. However, despite their importance in this issue, the problem has not received all the attention it deserves. The goal of this research is to investigate the cooperation effect between marketing and logistics, which allows to mark the “balancing effect”- an optimal point between the maximum value of service and the minimum amount of total costs used in production. To achieve this effect it is necessary to improve core operating areas: to implement a feedback system, develop a universal system of requirements comprised of quantitative and qualitative indexes, apply new methodologies and management models.

Pp. 103 – 108

The Analysis of System Characteristics of the Notion «logistic»

Sergeeva Oksana Yevgenyevna, Candidate of Economics, Associate Professor of the Institute of industrial management, economy and trade, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is dedicated to the actual problem of identifying key systematic characteristics of the notion “logistics”. This is a crucial thing in the formation of scientifically-based management decisions based on the essential characteristics of this concept. At present time “logistics” is determined by a large number of definitions with different content. This situation does not promote the establishing of a universal representation of the concept and raises the issue of its scientific identification. To develop a uniform approach, it is necessary to use a methodology of a system analysis and synthesis of a concept. Each treatment of the term should be structured by the systematic characteristics. Specification of each item allows revealing “common” and “distinct” in the presentation of every treatment. Further analysis of characteristics is carried in accordance with the distribution of the definitions by their functions and roles in the integrated system. This analysis enables to synthesize characteristics and come up with the unity in the interpretation of the concept. Finally, there was proposed a selective notion of «logistics», included all essential aspects of this object, forming the unity of its comprehension and identification. There was presented methodological tools of the analysis and synthesis of the concept which allows to research relevant theoretical constructions that have controversial definitions and interpretation. The necessity of systematic description of the concept in the formation of its categorical presentation affecting the detecting of the essential idea is grounded.

Pp. 109 – 112

Features of Development of the Wholesale Sector of the Russian Consumer Market

Suvorova Svetlana Dmitrievna, Ph.D. in Economics, Associate Professor in the Higher School of Internal and External Trade, Institute of Industrial Management, Economics and Commerce, Saint-Petersburg Polytechnic University Peter the Great, Politekhnicheskaya st. 29. Saint-Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article based on the use of a systematic approach, the author discusses the features of the main stages of formation and development of the wholesale commodity market in the Russian Federation taking into account national specificities. We give a detailed description and evaluation of current global concentration and integration processes in the wholesale sector, in conjunction with Chet execution of its tasks and the different factors determining the competitiveness of wholesale businesses. The author draws parallels with the development of similar structures in Europe and the United States. The impact of current political and economic factors on the development of Russian commodity market and to the activities of the wholesale enterprises implementing as imported goods and domestically produced goods is analyzed. And author indicates the conditions conducive to the development of regional markets of Russia, on which the main segment is the wholesale link.

Pp. 113 – 116

Formation of Brand Identity

Ianenko Marina Borisovna, Doctor of Economics, Professor, Peter the Great St. Petersburg Polytechnic University, Politekhnicheskaya st. 29. Saint-Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper studied the concept of brand identity as planned brand image; defining the direction for all marketing activities of the company, developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy, including the market situation analysis, an analysis of economic conditions and economic activities of the organization, analysis of marketing activities, analysis of the marketing strategy, the definition of brand strategy, the definition of brand positioning, brand identity development. On the basis of the identity of the creation of models discussed current approaches to the formation of brand identity in the consumer market and B2B market, and opportunities to serve the interests of both corporate and individual customers. The proposed approaches are needed for a successful brand management.