Using a Semiometric Analysis for the Formation of Verbal Part of Companies Communication Policy

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.)

Semiometric analysis (semiometrie) – is the one of the most innovative types of qualitative marketing research. In the original form it was used for the determination of attitude of target groups and their psychographic characteristics. This article considered in detail mechanics of semiometric analysis, which used to determine similarities and differences in the perception of similar product categories (for example: categories “beer” and “non-alcoholic beer”), identifying the degree of exposure of corporate image on the image of its brands — as having similar titles and having different names, and other tasks. Defined keywords for each of the subjects, which will become the basis for creating the verbal component of communication policy — form the core of semantic communication, and some of the directions of communication. For example, for premiumization of image of beer necessary to escape from its association with the village. This is possible via its urbanization — integration beer in the lifestyle of big cities and gastronomic culture, the formation of patterns of the place and time of consumption, the promotion of responsible consumption, for non-alcoholic beer — by informing that beverage and its taste do not differ from the drink with alcohol content (that confirms most of blind tests) – brewers can get rid with negative associations: water, doubt, irony, error, etc. Similar recommendations are made for other objects of research – the brewing company “Baltika”, brands “Baltika 0” and “Carlsberg”.

Keywords: semiometric analysis, corporate image, image of the category of products, brand image, the brewing industry, word-association, map of perception.

Method of Calculation of Coefficients for Models of an Assessment of the Budget of the Company’s Advance: Advantages and Restrictions

Kmet Elena Borisovna, Ph.D., assistant professor of Department of International Marketing and Trade, State University of Economics and Service, 41 Gogolya str., Vladivostok, 690014, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The increased interest from advertisers to the calculation of the values of the planned budget is caused by further intensification of competition in the industries and occasional complications in the economic and political spheres. Despite the fact that the popular methods of calculating budget of promotion are the most simple methods, companies are willing to use more complex and accurate ones, but they are stopped by the difficulty of determining the coefficients in the mathematical models. The article offers a universal method of calculating the coefficients applicable for any mathematical model evaluate promotion budget. Its merits and the possibility of overcoming the limitations imposed by the variability of the environment are considered.

Keywords: method of calculation of the budget of advance, promotion budget, advertising budget, Ordinary Least Squares (OLS).

Criteria of Competitiveness Estimation of Catering Enterprises

Medvedeva Olga Mikhailovna, Candidate of economic science, associate Professor at the Department of technology and public catering. «Siberian Federal University», 79, Svobodny ave., Krasnoyarsk, 660041, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Popova Alina Sergeevna, Post-graduate student «Siberian Federal University», 79, Svobodny ave., Krasnoyarsk, 660041, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Estimation of competitiveness of public catering enterprises is often carried out without taking into account the specificity of this sector. The aim of the research is to form the criteria of estimation the competitiveness of catering enterprise, as well as factors affecting the consumers’ choice. The subject of research is the motives and aims of visiting catering enterprise, factors of its choosing, criteria of estimating the competitiveness of catering enterprise. The object of research is the catering enterprise in Krasnoyarsk Cafe «Mix na Torgovom». Following tasks are solved: there are analyzed the methods of estimation the competitiveness of catering enterprise, there are developed the criteria of estimation the competitiveness of catering enterprises, there is given the estimation of competitiveness Cafe «Mix na Torgovom» and its main competitors.
The factors affecting the choice of catering enterprises are selected by a questionnaire survey of consumers. The method of correlation analysis is used to identify the influence of socio-demographic characteristics on the aims, motives of visiting the catering enterprise and factors of its selection.
The method of formation the criteria of estimation the competitiveness of catering enterprise is proposed in this research.

Keywords: enterprise competitiveness, motive of visiting, criteria of estimation, product quality, level of service, service, the price factor.

Role of Market Researches at Commercialization of Marketing Innovations in Bakery Production

Bobrova Victoria Viktorovna, Doctor of Economic Sciences, Professor of the Chair of customs of the Orenburg State University, 13, Victory ave., Orenburg, 460018, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ivanchenko Olga Pavlovna, Applicant scientific degree of Candidate of Economic Sciences Orenburg State University, 13, Victory ave., Orenburg, 460018, Russia, Internet- marketer of service https://askusers.ru, 18, Tobolsk st., Orsk, 462400, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The process of the commercialization of marketing innovations in bakery production includes the following stages: a preparatory (preliminary), the main and final. The article deals the first phase, during which the bakery market study of the Orenburg region, the study of production and sales dynamics of some bread JSC «Orsk bread» for 2010—2014 and the formation of directions of commercialization are implemented.
The study found that one of the areas of commercialization is the change «design» for the «problem bread». Such types of bakery products by which sales volumes decrease and percent of returns grow are recognized as «Problem bread».
By comparing the results of the enterprise JSC «Orsk bread» to the commercialization of marketing innovations — changes in the «design of bread» — and after commercialization, was revealed improvement of the basic performance of the enterprise.
According to the results of the study were able to identify a bakery market trends with respect to «product design change» and to apply them in the activities of the bakery enterprise. This successful experience of marketing innovations demonstrates the important role of market research at the stage of commercialization of marketing innovations.

Keywords: marketing innovation, research of bakery production market, changes in the «design» of bread.

Marketing Research of Consumer Preferences in the Acquisition of Sausage Products at the Present Stage

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

Mirgorodskaya Olga Nikolaevna, candidate of Economics, associate Professor of Marketing and advertising, Vice-Dean of the faculty of «trading business» for the scientific work of the Rostov state economic University (RINH), 69, B. Sadovaya str., Rostov-on-don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Goal: to determine the attitude of consumers towards the quality of purchased sausage products, their possible reactions to measures to improve the quality of commodities, the confidence in broadcast advertising media about sausage production on the example of Rostov-on-don.
Objectives:
• conduct marketing studies to clarify the specificity of the existing consumer demand for sausage products,
• analytical review of the results of market research and the formulation of conclusions on the dominant consumer behavior.
Conclusions. Held in article marketing reach identified the main factors that characterize the attitude of consumers to the quality of purchased sausage products, to analyze the main motives of consumer preferences and to identify the main reactions during the purchase of defective products.

Keywords: sausage products, consumer demand, marketing research, product quality.

Quality Estimation of «Sanction» Products by the Russians

Romir is the largest Russian independent company, specializing in marketing, media and socio-economic researches. Romir is the exclusive representative of international research Association Gallup International/WIN in Russia and CIS.

The scan-panel of households Romir Scan Panel reveals that the Russian food basket has greatly changed in 2015. Increased price caused the reduced consumption in some categories, the substitution by cheaper brands in others categories and if possible the consumption of domestic products. However, an important factor by purchasing products is not only price, but also the goods quality. The research holding Romir within a joint project with the Monitoring of Technological Modernization Centre ONF asked the Russians to estimate the quality of primarily «sanction» products. As a result the Russians are satisfied with the quality of dairy products. Respondents noted the improvement in the meat and vegetables quality. But the respondents expressed serious criticism in relation to the quality of fruits and fish and mostly the quality of cheese.

Keywords: import substitution, products quality, domestic products, panel research, consumer survey.

Preferences of Youth Segment of Tourist Market at a Choice of Educational Tours

Kozlova Veronika Alexandrovna, Candidate of Economic Sciences, Docent, Department of Technology and Organization of Food Industry, Hotel Management and Tourism, Prioksky State University, 29, Naugorskoe Street, Orel, 302020, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is about the necessity of mastering of new segments of tourist market by domestic touroperators. The youth is strategically important segment. It is necessary to research tourist preferences among young people. This article is a result of marketing research. It was realized at the Begin Lingua Fair in Moscow. It was determined that educational tourism is not only relax for young people but also the opportunity to learn new things and foreign languages, to improve their education. Preferences of the respondents during the study of foreign languages were learned. The optimal duration of linguistic programs, the seasonality of educational tours, the type of educational programs, training intensity were determined. The greatest demand is for programs of English language studying. The most popular country to visit - United Kingdom – is among the leaders of educational tourism. The second place has Malta where the British educational standards are increased by a wonderful Mediterranean climate. Tourists would like to study in the summer vacation during a three-week program with 20 lessons per week, combining recreation and learning. Group travel became preferable rather than individual. Desirable accommodation is homestay or in residence / hotel.

Keywords: youth tourism, educational tours, segments of tourist market, marketing research.