Formation of Need for Goods of Rational and Irrational Demand

Isaev Aleksandr Arkadyevich, Doctor of Economics, Professor of International Marketing and Trade Department of Vladivostok State University of Economics and Service; 41, Gogol street, Vladivostok, 690014, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaeva Liudmila Alekseevna, Candidate of Economics, Professor, Head of Economic Theory Department of Marine State University named by admiral G.I. Nevelskoy; Verhneportovaya st. 50 A, Vladivostok, 690059, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The archetypes are revealed: «useful product», «a sense of usefulness» as one of the main elements of the needs formation program. Some mechanisms are proposed: such as the identification of basic commodities as a «useful product», the decision of consuming a «useful product», the identification of good of the rational demand as a «useful product», the identification of good of the irrational demand as a «useful product» at the bioinformatics level. Basic techniques of the formation of need for goods of the irrational demand through advertising are distinguished.

Keywords: bioinformatics psychology; mechanisms of formation need; rational and irrational demand.

Current Status and Problems of Development of Retail Trade in the Regions

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor, Professor of the Department of foreign trade and commerce, Saint-Petersburg state University of Trade and Economics; Novorossiyskaya str. 50, Saint-Petersburg, 194021, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article considers the current state and prospects of development of domestic trade, the estimation of the expected results of the Strategy of trade development in the period up to 2020, the analysis of main economic indicators of trade in the regional context: turnover per capita, the availability of retail space per 1,000 inhabitants, the share of network trade, etc.; the characteristics of major food chains: «Magnet», «X5 Retail Group», «Auchan» from the TOP 10 of the largest food chains in Russia, defined the marketing aspects of placing the trade, the rationale of using the strategy of policraticus as a tool for successful regional development, made General conclusions about the main trends of development of regional trade.

Keywords: trading capital; the location of enterprises of trade; the Strategy of trade development in the Russian Federation for 2011–2015 and until 2020; the target indicators of development of trade; the retail trade turnover; the average income per month; consumer spending on average per capita in-population per month; retail networks; the strategy of policraticus.

Analysis of Economies Structure as a Tool of Formation Regional Expansion Strategy of International Trading Companies

Nikulina Olga Valeryevna, Doctor of Economics sciences, Professor of the Department of World Economy and management, Kuban State University; Stavropolskaya st. 149, Krasnodar, 350040 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kachaeva Irina Olegovna, undergraduate of the first year, course «Economics of the firm and industrial markets », Department of World Economics and Management, Kuban State University; Stavropolskaya st. 149, Krasnodar, 350040 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with the main directions of analysis of economies structure as a tool for the formation of the strategy of regional expansion of international trading companies. It is considered the influence of socio-economic factors on the development of commercial networks in the regions. It is offered the method of analysis of economies structure and carried out testing on the example of the Krasnodar region, to support the strategy of regional expansion of international retail chains, for which the region is the most attractive. It is concluded on the need to use marketing approach to trading companies strategy, allows to obtain reliable information on the socio-economic development of the territory and consumer preferences as a result of systematic market research.

Keywords: marketing approach; international trading companies; the strategy of regional expansion; structuring of the economy.

Marketing of Social Robotics: Commercialization of the Future

Bykova Maria Konstantinovna, P.h.D of economic sciences, The State University of Management, Associate professor of Marketing, Head of Marketing Lab project; Ryazanskyi st. 99, 109542, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article outlines main characteristics of social robots and puts a special focus on key marketing challenges and commercialization approaches typical for this market. Having analyzed successes and failures of pioneer companies, the author proposes a new way to successfully commercialize social robots. It assumes winning in both dimensions (the so called “hard” and “soft” zones) of the selected market which means off-setting gaps in consumer perception, thus avoiding in-market mishaps.

Keywords: hi-tech market and marketing; social robotics; innovation commercialization.

Effectiveness of Brand Management of the Educational Institution: Theory and Practice

Shevchenko Dmitriy Anatolievich, Professor of marketing and advertising of Russian State Humanitarian University; Miusskaya square 6, Moscow, 125993, Russia; an honorary member of the Guild of Marketers (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article tries to ground the necessity of brand management in the big universities from a single centre. According to our researches it may become a public relations service. In this article attempt to find justification of need of management of brands in large universities from the uniform center becomes. The service of public relations becomes such center as show our researches.

Keywords: brand management; brand; branding; management of brand equity; сomplex marketing; PR.