Intelligent Consulting System as a Tool for Solving Marketing Problems and Training Marketing Practitioners

Pavlov Nikolai Vyacheslavovich, Doctor of Science (Technology), Associate Professor of Higher School of Business Management, Peter the Great Saint-Petersburg Polytechnic University; Polytechnicheskaya St., 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.).

The relevance of the use of a variety of modern decision-making methods in the field of product management in small enterprises, which have greater flexibility, but limited resources, is shown. To solve the marketing problems, it is important not only to introduce intelligent systems, but also to improve the skills of the specialists using them. Therefore, it is advisable to build such systems based on a rational division of functions between a person and a computer. The advising fuzzy matrix expert system developed by the author for choosing a method of the decision of marketing problems in the field of product management has a number of possibilities for training of analysts in real conditions. This is because it contains a stable knowledge about subject area. As a result, it becomes possible to improve the skills of the analyst focused on the range of real problems. This will increase the competitiveness of small businesses.

Keywords: small enterprises; competitiveness; intellectual systems; training; expert systems.

Features of Students’ Demand for Educational-Methodological and Scientific Literature

Zintsov Kirill Sergeevich, Postgraduate Student, Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it. )

The article is devoted to revealing the features of demand for educational and scientific literature for higher education. From 2008 to 2016 in the sections of scientific literature and educational literature there was an increase of 21.8% and 7.4% respectively. According to the number of titles, educational literature occupies 34.5%, scientific literature — 21.6% in the total volume of book production. The main consumers of educational literature are students. Specificity of such literature lies in the fact that the publication is present in the library, where it can be taken for free and thereby satisfy the need for information. The carried out research among students studying in the direction of «Management» of various courses, allows to state the fact of low use of educational methodological and scientific literature: the majority of students use only lectures (22.2%) or simply searches for information on the Internet (59.3%). The results also showed that if the first year students have enough lectures and the Internet to prepare for classes, then starting from the second year, students turn to electronic library systems and paper textbooks, less often using the Internet. Only 17.3% of respondents use scientific articles in the learning process, 49.4% — when writing course and / or final qualification papers, but 33.3% do not address them at all. The main idea in marketing is to produce what will be a priori consumed. In this regard, publishers that publish educational and methodological and scientific literature, when forming a portfolio of books and promoting it, should take into account the identified features of the demand for such literature.

Keywords: educational-methodical and scientific literature; quality of educational literature; features of demand for books; the quality of education.

Tools to Increase the Efficiency of Municipal Real Estate Management

Frolova Tamara Valeriyevna, Candidate of Economic Sciences, Associate Professor of Management and Business Technologies, Kemerovo institute (branch) of Plekhanov Russian University of Economics; Kuznetsky Ave. 39, Kemerovo, 650992, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Dorofeyeva Tatyana Pavlovna, Candidate of Economic Sciences, associate professor, associate professor of management and agrobusiness, Kemerovo State Agricultural Institute; Karl Marx St. 12, Kemerovo, 650021, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the issue of formation, evaluation and the most effective use of the investment potential of real estate. To address the issue of the opportunities for more rational use of municipal real estate, a classification of investment attractiveness factors and their effect on the revenue of the municipality was carried out. A quantitative assessment of the investment attractiveness of municipal real estate is proposed, which can be carried out in the form of an integral indicator calculation, based on the method of rating evaluations and aggregation of individual indicators into a single one. This will allow estimating the initial and final state of the real estate object, already taking into account the managerial decisions made. The real estate market, like any other market, operates under conditions of high uncertainty, which complicates the accounting and evaluation of the influence of investment attractiveness factors. Analysis of possible combinations of consequences and the likelihood of risk occurrence will allow them to rank and make more informed management decisions. Another tool for effective management of municipal real estate is a flexible rental policy — the use of rent as an instrument not only in terms of its collection (installments, advance payments, etc.), but also in terms of establishment and charging. Approximate indicators of the effectiveness of municipal property management are proposed.

Keywords: real estate market; instruments of effective management; investment attractiveness of the municipal real estate; not systematic risks; rent policy.

The Fitness Industry of Russia: State and Development Prospects

Panasenko Svetlana Viktorovna, Doctor of Economics, professor, Head of Department of trade policy, Plekhanov Russian University of Economics; Stremyanny Lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.

Murtuzalieva Taira Velimagomedovna, Ph.D in Economic Sciences, associate professor of marketing department, Plekhanov Russian University of Economics; Stremyanny Lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Slepenkova Elena Vasilyevna, Ph.D in Economic Sciences, associate professor of Department of entrepreneurship and logistics, Plekhanov Russian University of Economics; Stremyanny Lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The study is aimed at analyzing the status and trends of the fitness industry in the Russian Federation and developing recommendations for improving marketing activities in this area. Analysis of the state of the Russian fitness industry showed that the industry is at the growth stage, attractive for investment and has the potential for further development, but its growth rate is decreasing. A survey of consumers revealed that three types of consumer behavior predominate: health-oriented, focused on maintaining a sportive form and appearance, and focused on fashion trends and aesthetic stereotypes. Based on the wishes expressed by the respondents on the improvement of fitness services, the authors formulated recommendations, among them: the introduction of gaming moments into fitness services, the development of team sports, the increase in the diversity of trainings, the optimization of schedules, the training of trainers and others. Using the recommendations suggested by the authors will allow for a more flexible adaptation to specific features of consumer behavior in this area and increase the competitiveness of fitness organizations.

Keywords: marketing research; demand; the fitness industry; gamification, emotions; intangible values; key differences fitness formats; consumer activity.

Primorsky Krai Image Forming Factors

Bacherikova Mariya Leontievna, Postgraguate, Marketing, Commerce and Logistics Department, Far Eastern Federal University; Suhanova 8, Vladivostok, 690050, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Romanova Irina Matveevna, Doctor of Economics, Professor, Head of Marketing, Commerce and Logistics Department, Far Eastern Federal University; Suhanova 8, Vladivostok, 690050, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is a continuation of the article «Methodical approach to assessment of territorial image forming factors on the basis of content analysis (on the example of Primorsky Krai)», published in the number 11 of the journal «Practical marketing», 2017. To study the factors of formation of the image of Primorsky Krai, the authors use a combination of qualitative and quantitative methods of analysis. With the help of content analysis of publications in network media, key image characteristics of the Primorsky Krai are highlighted, and their tonality is estimated. The expert survey made it possible to quantify the importance of the factors shaping the image of the territory and select the factors with the highest level of importance. Statistical analysis showed that some factors of the image formation of the Primorsky Krai are perceived by consumers irrationally and under the influence of delusions. As a result of the analysis, the hypothesis that all consumer groups demonstrate the highest sensitivity to social, economic and political factors of the territory favorable image formation was partially confirmed: indeed, five of the seven consumer groups identified these characteristics as key factors in the formation of the image of the territory. The hypothesis that the image of the territory can be formed both under the influence of the real qualities of the territory, and under the influence of its fictitious characteristics and consumer delusions, was confirmed. The group of consumers «business residents» intentionally overstates the assessment of the factors shaping the image of the Primorsky Krai in the network media in order to improve the reputation of the region. Under the influence of their judgments, the group of consumers «business-non-residents» is mistaken about the economic situation in Primorsky Krai and considers it more favorable in comparison with the actual situation. And the negative opinions of the consumer group «non-resident population (tourism)» about the main characteristics of the Primorsky Territory are due to the negative nature of the statements of the local population about the region.

Keywords: expert survey; territorial image forming factors; image of territory; image of region; Primorsky Krai.