Making Compromises in the Inter-firm Cooperation on the Basis of Geometric Models

Osovtsev Victor Anisimovich, Rostov state economics University (rinkh), head of the Department «Marketing and advertising», doctor of economic Sciences, Professor; 69, B. Sadovay St., Rostov-on-Don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bondarenko Victoria Andreevna, Rostov state economic University (rinkh), Professor of the Department «Marketing and advertising», doctor of economic Sciences; 69, B. Sadovay St., 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 need to make compromise decisions in business. The authors prove the use of geometric models to facilitate compromise and distribution of «responsibility centers» between the participants of the project.

Keywords: compromise; organizations integration; «responsibility center»; a geometric model.

The Development of Targeted Marketing Strategies Based on Modified RFM-analysis

Titova Natalya Alexandrovna, Candidate of Science (in Economics), Associate Professor, Marketing Department, Novosibirsk State Technical University; 20 Karl Marx avenue, Novosibirsk, Russia, 630073 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shchekoldin Vladislav Yurievich, Candidate of Science (in Engineering), Associate Professor, Marketing Department, Novosibirsk State Technical University; 20 Karl Marx avenue, Novosibirsk, Russia, 630073 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The technique of creating a sustainable customer segmentation data based on the cluster approach using RFM-analysis is considered and discussed. It is shown that the application of RFM-analysis in practice may help in development of the targeted marketing strategies for certain homogeneous groups of customers.

Keywords: segmentation; RFM-analysis; customer-oriented marketing; cluster approach; marketing strategy.

Development of a New Range of Products on the Basis of RDE-method

Tsoi Marina Evgenievna, Candidate of Science (Economy), Head of Hospitality Department, Novosibirsk State Technical University (NSTU); 20 Karl Marx Prospect, Novosibirsk, 630073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shchekoldin Vladislav Yurievich, Candidate of Science (Engineering), Associate Prof. of Market Theory Department (NSTU); 20 Karl Marx Prospect, Novosibirsk, 630073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the experience of RDE-method for developing optimum mix for the company operating on the local market of cottage cheese products. Using the technique of fractional experimental design authors analyze the various options of cottage cheese products, assess the impact of different ingredients on consumer perception of taste, consistency and willingness to buy. The most similar groups of the product are revealed on the base of statistical tests.

Keywords: assortment planning; consumer preferences; RDE-method; fractional experimental design.

Marketing Research of the Market of Sports Nutrition in Kemerovo

Lapshina Elena Vladimirovna, graduate student chair Commodity and quality management, Kemerovo Institute of Food Science and Technology; 47, Boulevard Stroiteley, Kemerovo, 650056, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Popova Dina Gennadyevna, Candidate of Technical Sciences, docent in the chair Commodity and quality management. Kemerovo Institute of Food Science and Technology; 47, Boulevard Stroiteley, Kemerovo, 650056, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tyshchenko Elizaveta Alekseevna, Doctor of Technical Sciences, professor in the chair Commodity and quality management. Kemerovo Institute of Food Science and Technology; 47, Boulevard Stroiteley, Kemerovo, 650056, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article presents the marketing research of the market of sports nutrition in Kemerovo. The preferences of consumers of gainers – specialized protein-carbohydrate products to increase strength, build muscle and increase body weight athletes – are studied. Recommendations for use and composition of gainers are presented.

Keywords: gainer; market research; sports nutrition; build muscle mass; survey.

Tourist Marketing of Territory: from Effective Foreign Examples to Actual Model of Russian Region

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.)

The article focuses on tourism marketing of territory as the mechanism of activation of regional development, maximizing opportunities and competitive advantages of the region. For the purpose of adaptation of foreign experience and identifying promising directions, were considered marketing strategies of Ljubljana (Slovenia) and Idaho (USA). The study of strategic documents of 55 regions of Russia has allowed to define the specifics of the marketing approach and the unique experience of our country, the degree of elaboration of strategies, targets and instruments of their implementation. The proposed model of tourism marketing of territory, as well as the mechanism for the implementation and development of tourism marketing provides sustainable development, the implementation of priority projects and long term goals.

Keywords: territorial marketing; marketing of the region; international experience of territorial marketing; Russian experience of regional marketing; marketing strategy of the region; tourist marketing of territory; model of tourist marketing of territory; the mechanism of implementation and development of tourist marketing of the region.