Segmentation of Consumers Based on Analysis of the Reference Groups and Social Trends Impact on Their Behavior

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics; Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Solovieva Ekaterina Andreevna, student of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics; Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In conditions of leveling the differences between groups of consumers identified by socio-demographic characteristics, traditional segmentation no longer permits the detection of differentiated requirements for products offering. A new method of segmentation, based on the conception of Social trendwatching, involves analysis of consumers involvement in social trends, typical for specific market. The segmentation could be built on both the a priori approach on the basis of an expert survey, and on a posteriori approach, which involves a field study, including in-depth interviews and standardized consumers` survey. The actuality of trends for consumers is determined both on the basis of self-identification of respondents, and on the basis of an analysis of objective indicators of life style and consumption, as well as interaction consumers with reference groups translating corresponding trends.

Keywords: consumer segmentation; target group; targeting; positioning; social trend; reference group; consumer behavior.

Marketing Management System «MARKETING 12K

Smirnov Alexander Alexandrovich, marketing specialist, founder of the project SMIRNOVMARKET.RU an expert in the field of classical marketing, business consultant; Dolomanovsky lane 70, Rostov-on-don, D, 344011, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ensuring demand for the produced product now and in the future is the priority of modern marketing. Implementation of it is possible by managing key areas of responsibility. Considering marketing management as strategic provision of the company with the demand for the product from current, new, and outgoing customers, the author offers proven materials and schemes. In particular, the proposed Marketing Management System «MMS – MARKETING 12K» allows you to trace the interconnection of elements (key activities of marketing services), demonstrates the content of each element, and also allows you to audit marketing by identifying problem areas in order to eliminate them and implement a full-fledged marketing management at the enterprise.

Keywords: marketing; management of marketing; marketing management; marketing audit; marketing management system.

Building a Model of Marketing Communications in the Sales Chain Based on Modern Technologies of Relationship Management

Uryasyeva Tatyana Ivanovna, Candidate of economic sciences, Associate Professor, Assistant Professor of trade policy 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.)

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.)

Cheglov Vyacheslav Petrovich, Candidate of economic sciences, Associate Professor, Assistant Professor of trade policy 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.)

The model of marketing communications built in the process of relations between Russian retail chains with suppliers and buyers on the principles of Win-Win strategy is investigated. The main problems of building relationships marketing in accordance with the principles of this strategy are identified. The methods of manipulating the behavior of buyers, used by trading networks in the conduct of promo actions, are considered. The study showed that the greatest benefit to consumers is provided by the value proposition formed by systemic promotions. Participation in systemic promotions allows the buyer to purchase not only popular quality brands of goods at a lower price, but also new products, use modern digital technologies at the stage of selection and / or purchase of goods. For suppliers within the framework of this model, the unconditional gain from strengthening the loyalty of customers to the manufacturer’s (supplier’s) brand as a long-term resource leads to a reduction in profits in the short term due to increased costs, and the dependence of suppliers on trade networks also increases.

Keywords: relationship marketing, sales chain; marketing communications; methods of manipulating the buyer’s behavior; model of marketing communications in the sales channel; sales promotion.

Comparative Analysis of the Level of Competition in the Russian and Iraqian Soft Drinks Markets

Alhusaini Nauras Sahib, Postgraduate Student Department of Marketing and International Management, Faculty of Management and Economics of the University Wasit, Republic of Iraq; Street Al Rabiea, City Wasit, 52001, Republic of Iraq;

In this paper, we consider the level of competition in the soft drinks market of Russia and Iraq, as well as a comparative analysis of the obtained results. The characteristic features of the market; development trends; market structure; preferences; turnover of manufacturing enterprises are generally evaluated. The paper reflects the analysis of the impact of the threat of substitutes, assessment of intra-industry competition and the threat of entry of new players, the probability of loss of consumers, and the threat of instability of suppliers. Analysis of the market of soft drinks allowed us to identify a number of trends. The main trend of the market is an increase in consumers’ demands for quality and information about the beverages offered. The number of consumers that pay attention to the ingredient composition is growing. Beverages that position themselves as natural, have an increased demand, so modern production in the formation of the image of the drink for the consumer focuses on the natural components and useful properties of their products. Another, no less important trend is the adherence to a healthy lifestyle, including nutrition. The modern drink should convey to the consumer the image of freshness, well-being, and high quality of consumer products. Basically, these are beverages that have a beneficial effect on improving digestion or contain dietary components. Consequently, modern beverage producers should be adjusted to the needs of different population groups, while maintaining the optimal «price-quality» ratio.

Keywords: soft drinks; soft drinks market; competition; level of competition; threats of the market.

Influence of Territory’s Image on Territorial Product Consumers Behavior (on the Example of Primorsky Krai)

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.)

The article describes the method and results of Primorsky Krai image research. The study has shown that different groups of consumers assess image of the region differently. Primorsky Krai image was highly appreciated by consumers’ groups «business-non-residents» and «power-residents», and idealization of the region by the latter is the most obvious reason for fallacies of the former. High assessment of territorial product quality is provided by representatives of regional authorities, external investors; neutral – by tourists, representatives of foreign and regional territorial administrations, local enterprises, people of other regions working in Primorsky Krai; local population is least satisfied with territorial product. The reasons for this are different composition of territorial product elements for each group of consumers and different level of consumers’ involvement in the process of its creation. The hypothesis that there is no direct relationship between territory’s image and satisfaction of domestic consumers with a territorial product has not been confirmed. The hypothesis that there is a direct relationship between territory’s image and territorial product attractiveness for external consumers has been confirmed. Verification of the hypothesis about influence of territory’s image on consumer behavior has led to the conclusion that territorial image positively affects loyalty to the region of all consumers’ groups, with the exception of «power-residents» group.

Keywords: image of region; consumer behavior; territorial product; Primorsky Krai; assessment of the territory’s image; customer loyalty.