Marketing Approaches to Regional Development: Strategic and Tactical Approaches

Sedelnikov Vladislav Mikhailovich, Postgraduate, Siberian Institute of Business and Information Technologies; 196/1, 24-th Severnaya, Omsk, 644116, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The main approaches to the development of the regions are identified, corresponding to them instruments of regional marketing are designated. We propose an algorithm of the marketing strategy of the region, consider its key stages. Presented author’s position regarding the application of strategic and tactical approaches using the instruments of regional marketing. Informed strategic approach as the most appropriate for the realities of regional planning.

Keywords: strategic approach; tactical approach; strategic regional planning; instruments of the regional marketing; marketing strategy of the region.

Cultural marketing of territory: international experience as basis for effective model of development of Russian regions

Lugovaya Olga Alexandrovna, graduate student of chair «the Marketing», Volgograd State University; marketer NPP «Termalkom», LLC; 1, 25 years of October str., Volgograd, 400119, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Regional Marketing serves an effective instrument of regional development, gains a competitive position. Foreign and domestic experience shows that as a priority sector can serve culture. In view of this, the article considers the marketing strategies of cultural development Barrie, Saskatoon (Canada), Manchester (England), the methodology and tools, as well as the current practice of our regions. Based on the analysis, generalization of the accumulated experience, a model and mechanism for the implementation and development of cultural marketing of the territory are offered for the representational region.

Keywords: territorial marketing; marketing of the region; foreign experience of territorial marketing; Russian experience of regional marketing; marketing strategy of the region; cultural marketing of territories; model of cultural territorial marketing; mechanism for the implementation and development of cultural marketing of the region.

Features and Specific of Benchmarking Research in Industry (on Example of Market of Oil and Gas Machinery Building Production)

Martinenko Oksana Vladimirovna, candidate of science (economy), docent of chair of management Kaliningrad’s filial of Russian university of cooperation; 17, K.Marx street, Kaliningrad, 236022, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Senuk Alexey Alexeevich, applicant, Chair of marketing and trade deal, Kuban State University; 149, Stavropolskaya street, Krasnodar, 350040, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Veklova Eugenia Victorovna, applicant, Chair of management and trade technology, Krasnodar Cooperative Institute; 168/1, M. Sedina street, Krasnodar, 350015, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presented the results of special benchmarking research of efficiency of interaction between enterprises – suppliers and clients on Russian market of oil and gas machinery building (B2B).

Keywords: benchmarking; competition; competition’s ability.

Competitive Benchmarking in Formation of Competitive Strategy of University on example of High Schools of Volgodonsk

Volgina Svetlana Vasilyevna, Candidate of Economic Science, Associate Professor of Economics and Management Department, Volgodonsk Institute of Economics, Management and Law (branch) of the Federal State Autonomous Educational Institution of Higher Education «Southern Federal University»; 47 Mira ave., Volgodonsk, Rostov region, 347360, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article investigates the problem of the formation of the university’s competitive strategy based on the mechanism of competitive benchmarking. Tools of strategic marketing research determine the key university competencies to develop measures to ensure its competitiveness in the local educational market.

Keywords: benchmarking; competitiveness of the university; key competencies.

Marketing Research of Consumer Preferences to Determine the Attractiveness of the Company on the Local Market of Plastic Products

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

The article deals with the importance of regular marketing research of consumer preferences to determine the attractiveness of the firm’s perception of its real customers and potential customers. The author determines particular importance of these activities for a firm operating in the local market of plastic products in a small town, where there is limited client demand.

Keywords: attractiveness; potential customer; client; marketing research.