Marketing Research of Foreign Markets in Deriving the Russian Goods: Methodology and Experience

Noskova Elena V., Cand.Econ.Sci., associate professor of the chair of marketing, commerce and logistics Far Eastern Federal University, Vladivostok, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Romanova Irina M., professor of the chair of marketing commerce and logistics Far Eastern Federal University, Vladivostok, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article describes the experience of the organization of marketing research for the targets of export-oriented companies in the context of globalization and integration on the example of the poultry market in Japan. The characteristic of the research process of the international market include: states the problem, purpose and objectives of the research, choice of the project, methods of research, algorithm for gathering and analyzing information. The specificity of this article is an original approach to information gathering and analysis, which helps to make management decisions. The materials of this article form the modern marketing environment Far East of Russia in the conditions of globalization.

Keywords: marketing research; market; the Japanese market; the price bid; the market capacity.

Market Analysis of 3D Printing: Technologies and Participants

Тokarev Boris E., Associate Professor of Marketing, Department of Marketing, State University of Management, Riazanskii prosp, 99, Moscow, 109542, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tokarev Roman B., Patent specialist Yandex, ul. Liva Tolstogo, 16, Moscow, 119021, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to analysis of state and prospects for 3D printing market. It teaches the findings of first part proactive study which presents of a retrospective development and current status study results of technology advances in this area. The main world players of the market defined, the companies-developers and manufacturers identified abroad and in Russia. To determine the key technological development of the market the possibilities of patent search system Orbit is being used.

Keywords: patent; patent application; technology; 3D printing; prototyping; market; market players.

How Pedestrians Pay Attention to Small-size Outdoor Advertising

Salnicoff Alexander M., assoc. prof., PhD, Department of Marketing and Commerce Yaroslavl branch of the Moscow State University of Economics, Statistics and Informatics (MESI), Street Polyanki Large, 3, Yaroslavl City, 150023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper is dedicated to building a probability model that describes how pedestrians pay attention to small size (less than 200 sq. feet) outdoor advertising (including but not limited to city-format, horeca-format, pillar-style). Suggested model is based on Pierre Verhulst’s curves. The research is based on six empirical studies kept by an author in Yaroslavl city in November 2012 and February 2013. General finding of the paper is that the paying attention depends on average viewing angle; a special correction of previous author’s model has been done. The paper is addressed to both researcher involved in marketing studies and advertising/marketing professionals.

Keywords: outdoor advertising; media measurement; number of impressions; advertising detection; advertising efficiency; Verhulst’s curves; logistics curves; annual seasonality; viewing angle; small-size outdoor advertising.

Advertising Activity of the University in the Regional Market of Higher Education (on example the Faculty of Economics at Amur State University)

Chernova Kristina V., postgraduate student of chair Commerce and commodity research, Amur State University, Komsomolskaya street 52, Blagoveshchensk City, Amur Region, 675000, Russia

Krasnikova Ekaterina I., PhD, Associate Professor of chair Commerce and commodity research, Amur State University, Komsomolskaya street 52, Blagoveshchensk City, Amur Region, 675000, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article describes the experience of developing and implementing an advertising campaign for the state high school on example of Economics department of the Amur State University. The authors analyze the effectiveness of choice of advertising media; and the effectiveness of advertising campaigns.

Keywords: advertising of the University; planning of advertising campaign; effectiveness of the choice of advertising media; effectiveness of advertising campaigns.

Instrumental-Technological Equipment of the Modern Socially Oriented Marketing

Grankina Nadezhda G., the postgraduate student of Southern federal university, M. Gorkogo street, 88, Rostov-on-Don, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents analysis of social marketing definitions of foreign and domestic researchers; prepares author’s vision about essence of socially oriented marketing. Paper details on theoretical approaches towards the structure of social marketing tools; and, offers author’s vision of instrumental-technological equipment of modern socially oriented marketing.

Keywords: socially-oriented marketing; social marketing; marketing of social interaction; socially-ethical marketing; socially-responsible marketing; socially-significant product policy; socially-sustained pricing; socially-responsible logistics; the socially-directed communications; internal social marketing; the ecologically-responsible policy.