Combinatorial Marketing as a Basis of Effective Strategies of Economic Subject

Yamilov Ramil Mogatovich, Candidate of economic science, associate Professor at the Department «Economics and Humanity Science», Sarapul Polytechnic Institute (branch) of Federal State Budget Institution of Higher Education Kalashnikov Izhevsk State Technical University; 8, Truda st., Sarapul, Udmurt Republic, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The aim is to develop new marketing approaches and marketing strategy of an economic subject in the modern world by combining the elements of exchange.
The tasks are:
• to create models of the external environment of the economic subject, that reflect modern economic relations;
• to propose the strategies for an economic subject based on these models;
• to justify the new scientific and practical approach to formation of strategy of economic subjects, including the marketing strategies;
• to propose a new direction of marketing – the combinatorial marketing – based on the models of external environment and concept strategies of an economic subject.
Results of research. There are given models of the external environment of the economic subjects: VUCA-world, SPOD-world. Based on VUCA-world and SPOD-world models the VUCA-strategy and SPOD-strategy of an economic subject are developed.
These strategies are analyzed from the point of view of technological level and speed of economic subject. The ratio of VUCA- strategies and SPOD-strategies for the economic subject is shown. The concept of potential factors balancing is proposed: shortage of resources, shortage of technology, shortage of consumption – as the basis of an economic subject activity. Based on the concept of potential factors balancing the resource strategy, production and distribution strategies of the economic subject are proposed. The practical and methodological inconsistency of lateral management is shown. On the basis of revealed regularities there proposed the concept of combinatorial marketing based on the combination of exchange elements to obtain new value: goods, seller, buyer. The algorithm of combinatorial marketing is developed and proved in the article. The examples of practical application of combinatorial marketing, including forecasting of new markets, new products, new values, are given.
The results of research create a theoretical and methodological basis for forming strategies of the economic subject and are applicable in economic activity without additional research.

Keywords: VUCA-world; SPOD-world; VUCA-strategy; SPOD-strategy; lateral marketing; combinatorial marketing; search strategy; combinatorial strategy.

Marketing Readiness Level Approach as a New Tool of Innovative and Technology Management

Brutyan Murad Muradovich, PhD student, Russian Presidential Academy of National Economy and Public Administration; specialist, prof. N.E. Zhukovsky Central Aerohydrodynamic Institute; 1, Zhukovsky str., Zhukovsky, 140180, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Main types of the modern expert-test techniques dedicated to the management of development and deployment process of technological innovations are listed. It is noted that nowadays the success of innovative activity, due to the increased strictness of potential buyers and the overchoice problem strongly depends on correctly organized marketing activity.
By analogy with a well-known technique of the technology readiness level assessment, conceptually new approach for an assessment of marketing maturity level of technological innovations is developed. Criteria of compliance and the description for each of the offered readiness levels are given. It is made a conclusion that in order to increase the probability of commercial success of the innovative project it is necessary to involve potential clients in process of innovation development at rather early stages of its technological readiness.

Keywords: marketing; expert-test techniques; technological innovations; innovative process; marketing readiness levels.

Introduction of Innovative Technologies to the International Trading Companies

Nikulina Olga Valeryevna, Doctor of economics sciences, Professor at the Department of International Economy and Management, Kuban State University, 149, Stavropolskaya st., Krasnodar, 350040, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bugaeva Svetlana Ivanovna, Master’s Degree of the second year. Area of study «Firm and Sectoral Markets Economy», Department of International Economics and Management, Kuban State University, Stavropolskaya st., 149, Krasnodar, 350040, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

International trading companies implement stoutly innovative technologies to ensure a high level competitiveness. The purpose of this research is to substantiate the introduction of innovative technologies into the activity of international trading companies, and to identify the possibility of using their positive experience by Russian network retailers. It is revealed that the leading international trading companies stoutly applying technological and marketing innovations are the market leaders. The analysis of innovative activity of leading international companies Verizon, The Home Depot, Nordstrom, Staples, WalMart, Amazon and Lowe’s helped to identify key innovative technologies that improve the quality of customer service: information technology in servicing target clients; enabling clients to purchase from anywhere in the world with delivery at any consumer’s location; implementation of hidden (unconscious) desires of the customers and theirs anticipating by trading companies. Main methods of innovative technologies implementation in business-processes of global network retailers are revealed: personalized approach to customer service based on consumer preferences; innovative forms of trade; development of network communications; automation of business-processes based on RFID-technologies; the demand forcing through emotional trading.

Keywords: international trading companies; innovations in trade; innovative technologies; marketing tools; improving of customer service quality.

Internal Marketing System and its Influence on Company’s Efficiency

Zelenskaya Liliya Nailevna, Postgraduate student of the marketing department of Plekhanov Russian University of Economics; 36, Stremyanny Lane, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with the role of internal marketing system implementation that represents the integrated complex of measures for successful strategy transformations. It describes some internal processes and tools for all internal marketing system stages, ensuring effective cooperation of different company’s departments, self-adaptiveness and flexibility to market conditions. Afterwards the author points out how intangible assets and elements are connected with business results through the chain of processes according to Balanced Score Card model of R. Kaplan and D. Norton. Thus it claims the cause-and-effect connection between internal marketing system components and company’s economic efficiency. By applying internal marketing tools the organization adapts effectively to rapidly changeable market conditions and perfectly deals with customers’ demand.

Keywords: internal marketing; strategic correspondence; internal processes; intangible assets; balanced scorecard system.

Analysis of the Information Field of the Brewing Industry in the Period from 2012 to First Half of 2015

Paramonova Tatiana Nikolaevna, Doctor of Economics, Professor, Head of Department of sales technology and management of Plekhanov Russian University of Economics; 36, Stremyanny lane, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Savidov Maksim Alekseevich, PhD-student from Department of sales technology and management of Plekhanov Russian University of Economics; 36, Stremyanny lane, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Emelianenko Inna Sergeevna, postgraduate student of the Department of Marketing and advertising, Rostov state economic University (RINH); 69, Bolshaya Sadovaya, Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Research of the information field, which formed around any particular industry in the mass media, is an important part of the analysis of the external environment of company for formation the long-term marketing strategy. Owing to this analysis the researcher can study and describes stakeholders and society opinion about product and companies from industry. Based on this information authors can to predict some opportunities and risks at macroeconomics level. In this article describes one way to research the information field. Scientific tools of this research were author’s method of analyzing the information field, a content analysis in form as a press clipping. For example of using this method researchers take brewing industry (reporting period: from 1 January 2012 to 3 July 2015). As a result was the identification of key stakeholders, who form the information field around the industry, to determine the general tone of the information field and to construct a linear trend of this, which reflects expected changes of the object in the future. In conclusion the authors developed recommendations, which should be considered in the development of a marketing strategy of the industry: necessity of searching alternative ways to beer promotion, focus on promoting the corporate image of brewing company, increase the share of PR-communications in media mix, and others.

Keywords: information field; content analysis; press clipping; newsworthy; analysis of stakeholders; brewing industry; mass media.

Marketing of Industrial Sector in Regional Economy Management

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; 2A, Komarov St., N. Novgorod, 603029, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Anokhin Vladimir Alexandrovich, PhD in Economics, Associate Professor at the Chair of Finance and Credit Lobachevsky State University of Nizhny Novgorod; 23, Gagarin Av., N. Novgorod, 603950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tasks:
• to characterize the industrial market structure;
• to determine the essence of the industrial sector marketing;
• to analyze the marketing management procedure at an industrial enterprise;
• to identify the role of the industrial sector marketing in the territorial (regional and municipal) marketing.
Results. Based on the analysis of the development history of the industrial market its characteristics were given and the tasks of the industrial sector marketing were determined. The marketing management procedure was examined at an industrial enterprise, which produces products for commercial purposes. The «demand», «offer», «innovation», «competition» and other economic factors and their effect on the production features and on change in the society development paradigm were analyzed.
Conclusions. The importance of marketing of the industrial sphere in the territorial (regional and municipal) marketing was substantiated.

Keywords: marketing; industrial sector; economy; region; regional marketing; strategy; adapting; marketing complex.