Possibilities for and Limitations of M. Porter’s Competition Theory Application in the Country Marketing

Anokhin Egor Vladimirovich, PhD in Economics, Associate Professor at the Chair of Management and Marketing, Nizhny Novgorod Branch of Federal State-Financed Educational Institution of Higher Professional Education Moscow State University of Economics, Statistics and Informatics

This Article deals with the study of the country marketing in the contest of the intra- and interbranch competition, competitive struggle between separate territories. Based on examples from the history of the economic development of the USSR/Russia and other countries, from cultural, arts and musical spheres there have been analyzed the context for creating the concept of «competitive rhombus» of the country, the mechanism of such «competitive rhombus» functioning as well as the three-stage economic growth model, which allows to evaluate the effectiveness of this concept implementation. Based on the analysis performed the following conclusions have been made. Possibilities for and limitations of M. Porter’s competition theory application in the country marketing are herein shown.

Keywords: the country marketing; competitive rhomb of the country; national rhomb; competition; competitive advantage; M. Porter’s competition theory.

Justification of the Selection of Marketing Strategies of Organizations (for example the consumer cooperation of the Belarus Republic)

Grishina Vera Tikhonovna, assistant professor of Department of State Educational Institution of Moscow Region «Financial and Technological Academy», st. Gagarin, 42, Korolev, Moscow Region, 141070, Russian Federation

Bondarenko Oksana Grigorievna, assistant professor of commerce and logistics educational establishment «Belarusian Trade and Economic University of Consumer Cooperatives», October Avenue, 50, Gomel, 246029, Republic of Belarus

The selection of business strategy – the key issue of marketing of any organization. The article describes the nature and sequence of steps assessment alternative marketing strategies of organizations to determine their cost-effectiveness, efficiency and justify the selection. Empirical data shows the results of an approbation described technique in cooperative organizations of the Republic of Belarus, a testament to its practical significance.

Keywords: marketing strategy; organization; marketing environment; factors; hierarchy; level; stages; criteria; expert evaluation; selection.

Ecomarketing as the Mainstream Business-Conception in the Food Retail Section

Pletneva Natalya Alexandrovna, Candidate of Economic Sciences, assistant professor of sub-faculty of marketing and logistic, Saint-Petersburg State University for Commerce and Economics; 50, Novorossiskaya st., Saint-Petersburg, 194021, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to the justification of expedience of diffusion ecomarketing conception into food retail section’s companies. Lack of legal base, which regulating organic agriculture, leads to abuse of the status “eco friendly’’. It generates lowering of level of trust in manufacturers and retailers from customers, who are demanding to substantial component of the product. Nowadays in retail sector apply separate management and communication tools of ecomarketing, that differ depending on the market segment («natural», «fresh», «gourmet», «halyal and kosher»). Obvious need for a conceptual approach to greening retail. In the opinion of the author, it is retailers will be agents of ecomarketing’s ideas.

Keywords: ecomarketing, sustainable development, corporate social responsibility, food retail section.

Over the Road Billboards and Banners Effectiveness

Salnicoff Alexander Mihailovich, assoc. prof., PhD. assoc. prof. of Management and Marketing department, Yaroslavl branch of MESI, 3, Bolshiye Polyanki st., Yaroslavl, 150023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper is dedicated to estimating of the effectiveness of over the road billboards and banners. Previously suggested model based on Pierre Verhulst’s curves has been successfully applied to such outdoor ad constructions located in Yaroslavl. The general finding is that over the road billboards are less effective that “standard”-size (20*10 ft.) due to less generated ad views and higher cost of each one. The brief analysis of media schedule optimization techniques shows that over the road billboard will be always useless in scheduling process due to their characteristics. The paper is addressed to both researcher involved in marketing studies and advertising/marketing professionals.

Keywords: outdoor advertising; over the road billboards; over the road banners; media measurement; advertising detection; advertising efficiency; Verhulst’s curves; logistics cureves; sigmoids.

Peculiarities of Marketing Training in New Conditions of Educational Standarts Transition

Nikishkin Valeriy Viktorovich, PhD., professor of marketing department, Plekhanov Russian University of Economics, Stremyanny per. 36, 117997, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Panasenko Svetlana Viktorovna, PhD., professor of marketing department, Plekhanov Russian University of Economics, Stremyanny per. 36, 117997, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tverdokhlebova Maria Dmitrievna, PhD., associated professor of marketing department, Plekhanov Russian University of Economics, Stremyanny per. 36, 117997, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In economical instability future specialists in marketing have to possess expanded spectrum of professional competences. In the article are reviewed importance and necessity of 3g educational standarts renovation, elaboration of competence approach taking into account peculiarities of bachelors-marketers training.

Keywords: educational standart; marketing; bachelors-marketers training; professional competences.

«Introduction in a Body» as one of the Tools of Non-Traditional Marketing Communications

Steptchenko Tatyana Sergeevna, Associate professor at the department «Economics and management» of Volgodonsk institute (branch) South Federal University, Mira Avenue 47, Volgodonsk, Rostov region (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the possibility of using of tattoos on a body as a tool of marketing communications is considered. Congestion of any consumers by different kinds of information makes the classic tools of promoting not effective enough. One of the kinds of creative advertising is «Introduction in a body» – the logo in the form of a tattoo on the body. Singularity of this marketing tool draws attention of potential consumers more than traditional advertising media.

Keywords: innovative marketing communications; creative advertising; tattoo; modern media-tools; sale of body for advertising.