Using the Key Success Factors for Improving Strategy of Promotion of Educational Services

Bondarenko Victoria Andreevna, Doctor of Economics, Head of the Department of Marketing and Advertising, Rostov State Economic University (RINH), St. B. Sadovaya 69, Rostov-on-don, 344002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Dimitriadi Nikolay Ahillesovich, Doctor of Economics, Head of the Department of General and Strategic Management of Rostov State Economic University (RINH), St. B. Sadovaya 69, Rostov-on-don, 344002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Karasev Denis Nikolaevich, Candidate of Phys.-M. Science, Dean of the Faculty of Computer Science and Information Security, associate Professor in the Department of Fundamental and Applied Mathematics of Rostov State Economic University (RINH), St. B. Sadovaya 69, Rostov-on-don, 344002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Pushkar Olga Mikhailovna, Candidate of Economics, Deputy Director of the Institute of Masters of Science, Professor of Fundamental and Applied Mathematics of Rostov State Economic University (RINH), St. B. Sadovaya 69, Rostov-on-don, 344002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Goal. Development of an approach for using quantitative aspects of the concept of key factors of success (KFS) in developing strategies to attract students to higher education.
Objectives:
• a survey of undergraduates enrolled in the first year of the course to refine the set of factors that influenced their choice;
• interpretation of survey results and building a model that takes into account the direct interaction between supplier and consumers, and market participants that have a significant impact on the choice of the educational institution;
• ranking key factors of success for educational institution that formulates advance strategy of its services for entrants (choosing master’s degree study).
Methods: analysis and synthesis, survey, construction of mathematical models.
Results. Studied the realities of consumer preferences regarding choice of university and determined the significance of factors that influence students when choosing a university to study in the magistracy taking into account the influence of the participants.
Conclusions. The proposed approach allows to describe the level of influence various groups involved in formulating decisions (the applicant) of the university and the main expectations of each group and the level of significance of each expectation and also to rank the identified factors by importance from the point of view of their influence on the formulation of solutions that can contribute to improving strategies in the promotion of the University educational services.

Keywords: key success factors; impact factors; consumer choice; education services; educational institution.

«Turned Class» Model as Marketing Instrument of University’s Educational Services

Arnaut Marina Nikolaevna, Candidate of Economic Sciences, Associate Professor at the Department of «Economy and Management», Vladivostok State University of Economy and Service, Gogol St. 41, Vladivostok, 690014, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The current state of education market highest category is characterized by the following circumstances: reduction number entrants and objects the higher school. In this situation, universities enter with each other the real competitive fight without which not perhaps long-term and high-quality development. The essence of this fight is in entrants interest to go to this or that university. At the same time traditional marketing means in actual fact are ineffective. Therefore it is offered to use the modern and in Russia little applied methods, one of which is the «Turned Class» model. Market research on this subject is given in this article and main advantages the “Turned Class” model as instrument of marketing educational services of university are defined.

Keywords: turned class; marketing educational services of university; higher education; learning efficiency.

Competitive Analysis as an Instrument of Marketing Strategy Formation (on the example of anti-cafe)

Donetskova Yana Aleksandrovna, Undergraduate at the Trade Business course, 2nd year Service and Entrepreneurship Institute (branch) DGTU in Shakhty city; Shevchenko street 147, Shakhty, Rostov region, 346500, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Skrynnikova Irina Anatolyevna, Candidate of Economic Sciences, associate professor, Chair at the department «Merchandizing, marketing and business» Service and Entrepreneurship Institute (branch) DGTU in Shakhty city; Shevchenko street 147, Shakhty, Rostov region, 346500, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the submitted article the process of formation of marketing strategy for the organizations of a new format – anti-cafe is considered. Specifics of these innovative institutions, advantages and restrictions, the provided services, an operating mode, price policy, individual differences are under consideration.
Based on the competitive analysis on different levels an attempt to work out the strategic directions of development for certain business structure – the «Druzya» anti-cafe that is located in the city of regional submission is made. Research of direct and indirect competitors allowed to formulate key strategy positions – concentration on a narrow segment of consumers, application of creative decisions, aspiration to leadership in a niche.
The strategy choice, studying of advantages of the rival organizations allowed to offer a complex of specific actions that are directed to solve the problems of this firm such as: formation of primary demand in a certain geographical segment, increase in number of loyal consumers, and creation of conditions to receive steady profit further.

Keywords: services sector; marketing strategy; anti-cafe; competitive analysis; creative marketing.

Influence of Modern Trends in Clothing Market on Product Matrix of Retailers

Shalnova Olga Alexandrovna, Candidate of Economic Sciences, Associate Professor at the Department of Technology and Sales Management at 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.)

Zintsova Marina Vladimirovna, Candidate of Economic Sciences, Associate Professor at the Department of Technology and Sales Management at 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.)

Currently the growth rates on clothing market are reduced. Following factors influence on this trend significantly: the income decrease, inflation, population reduction, the high elasticity of demand for clothing, mutual tightening of sanctions between the EU, the USA and Russia, the strengthening of Euro and dollar, the alteration between players in the clothing market. In this situation the Russian economy is oriented for import substitution, search of other markets. But it is a long process that is just beginning. However, some positive trends should be noted: the potential and availability of online clothing market in Russia. Companies selling clothing are experiencing the influence of economic and political factors. In this connection they should be very attentive to the assortment matrix formation. People will not stop buying clothes, but they will approach to the purchase more economical. It is important to keep the consumers flow, taking into account all details of the changing situation. In the article the authors offer to optimize trading assortment on the example of a company selling fashion clothes for women and men by the Internet, taking into account changing market factors.

Keywords: clothing market; clothing market structure; women’s clothing assortment; assortment matrix; assortment optimization.

Food Inflation in Russia and the Ways to Overcome It

Paramonova Tatyana Nikolaevna, Doctor of Economic Sciences, Professor, Head at the Department of Technology and Sales Management at 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.)

Uryasyeva Tatyana Ivanovna, Candidate of Economic Sciences, Associate Professor at the Department of Technology and Sales Management at 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.)

Ramazanov Ibrahim Agaevich, Doctor of Economic Sciences, Professor at the Department of Technology and Sales Management at 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 main causes of food inflation in Russia and ways of its overcoming are examined in the article. The aggregate demand reduction in food has determined the state of the food market in 2015 due to interaction between two macro-economic trends: food inflation growth that exceeds inflation as a whole, and the reduction in the income solvency of the population. The result of negative trends is the reduction in consumption by the population of main types of full-fledged, indispensable foodstuffs. Food inflation in Russia is a natural tendency of global processes in the market when food prices approach the prices in the world markets. One of the main reasons of food inflation is the shortage of the commodity supply: amount of internal food resources is insufficient for satisfaction of domestic demand and food export reinforces the commodity shortage. On the basis of statistical information some market niches, which import should be substituted first of all, were revealed. Research has shown that measures on food saturation of market in terms of import substitution are not effective. Retailers enlarge the range by new goods which quality is lower of traditional, usual for buyers of foodstuffs. It is necessary to develop an effective mechanism of state regulation of food market, including the mechanisms of development of small and medium-sized business.

Keywords: food inflation; macroeconomic trends; consumption of foodstuffs; population opinion; quality of foodstuffs; commodity resources shortage; state regulation.