Concept of Socio-Humanistic Marketing as a Requirement for Companies in the Era of Global Markets

Paramonova Tatyana Nikolaevna, Doctor of Economic Sciences, Professor at the Department of Marketing and Advertising, Russian State University for the Humanities; Miusskaya sq. 6, Moscow, 125993, Russia (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, Plekhanov Russian University of Economics, Stremyanny Lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Peculiarities of marketing activity of companies in the era of global markets and new information technologies are considered in the article. Transnational corporations, whose influence extends not only to markets, but also state policy and other areas, are encouraged to take an active part in creation of sustainable environment for the human and conditions for self-realization and spiritual development. The reasonability of developing and implementing in marketing activities of the standards of social equity, developed on the basis of humanistic principles is proved in the article. The concept of socio-humanistic marketing is suggested by the authors. This concept implies not only the satisfaction of needs, and forming the favorable attitude of social environment and profit, but also the unselfish creation of a sustainable socio-economic, harmless natural and a stable political environment and spiritual human development based on humanistic values. The reward for such policy is the sustainability of the social environment, which is essential for the market development and, consequently, provides the conditions for the successful development of the company.

Keywords: marketing concept; socio-humanistic marketing; global marketing environment; humanistic values; philosophy of management.

Marketing in Education. Article 4. Corporate Identity of the Educational Organization: a Case for a Marketer and an Advertiser

Shevchenko Dmitriy Anatolyevich, Professor, Doctor of Economics, Honorary member of Guild of marketers (GM), expert on advertising in Association of Communication Agencies of Russia (ACAR); Moscow Polytechnic University, Bol. Semenovskaya str. 38, Moscow, 107023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article, the corporate style is considered in the context of the corporate identity of the educational organization. A practical case is presented on a real example of development by the author the corporate style of the Russian State University for the Humanities. Corporate identity differs from traditional brand marketing, as it affects the most important aspects of the educational organization, its multifaceted communication strategy in the competitive environment of the educational market. A clear and positive corporate identity is vital for the success and competitive growth of each institution. Corporate identity allows to distinguish the university among its competitors, contributes to its positive image at the regional, national and international levels. This expands the university’s ability to attract teachers, students, educational management of the highest level, build partnerships with commercial companies and non-profit organizations. The corporate image is more than the usual visual identity of the university. This is a multi-faceted image in the eyes of our most important stakeholders: prospective students and students.
The corporate identity of the university is the creation of the basis for visual identification for the umbrella promotion of the university. The corporate identity should be applied with the necessary flexibility, making maximum use of the diversity in it. The use of the corporate identity of the university in the context of its corporate identity is not limited to the formation of an external image, a brand. Corporate identity has more meanings than just the reputation and image of the university. The term «corporate style» has the additional advantage that the university is more and more confident in positioning itself in the market international educational space, using numerous marketing techniques and methods typical for commercial organizations in the modern world.

Keywords: corporate identity of the educational organization; brandbook; logo; tagline; naming; design.

Staff Marketing. Article 2. Theoretical Basis of Staff Marketing and Problems of its Implementation in Modern Organizations

Demyanchenko Natalya Vasilyevna, Candidate of Economics, Associate Professor of the Management Department, Krasnodar Branch of Plekhanov Russian University of Economics, Sadovaya 23, Krasnodar, 350002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The role of personnel in organization is a sharp issue in staff marketing: «employee has commitment» or «employee has right» - these polar positions have their advantages and disadvantages. These positions could be either a source of unique competitive advantages, or the starting point of corporate culture degradation and withdrawal from the market. The current technological capabilities of sixth order, associated with total mechanization, automation and robotization of simple job functions, create for the personnel a lot of problems and opportunities: from extinction еру positions with a simple set of primitive competencies and ability to the opportunity to change oneself in the scope of «human capital». The author’s research is dedicated to the peculiarities of theoretical-methodological basis of the modern staff marketing and to the problems of its effective application.

Keywords: staff marketing, holistic marketing concept, resource-based approach, partnership approach, model of staff marketing.

Semantic Differential Usage in Assessing the Quality of Customer Service

Mikhaylova Veronika Mikhaelovna, Candidate of economics, associated Professorchair of marketing and business management, Kuban state technological university, Moskovskaya 2, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kurenova Daria Gennadiyevna, Candidate of philology, associated Professorchair of marketing and business management, Kuban state technological university, Moskovskaya 2, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Krivosheyevа Ekaterina Vasilyevna, Candidate of economics, senior teacher chair of marketing and business management, Kuban state technological university, Moskovskaya 2, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to assessing the quality of customer service by marketing method – «mystery customer» focused on the customer experience received by purchasing of goods or services. This method can be used with a variety of tools, including the scale of semantic differential. This scale could help to explore the quality of customer service from various angles and to present the research results in graphical form. Such presentation of results is an excellent management tool, that allows to identify the strengths and weaknesses of employees compared to employees of firms-competitors.

Keywords: service quality; consumer; retail outlet; research; method; mystery customer; semantic differential; algorithm; efficient service.

Features of Consumer Behavior in the Market of Fitness Services in Primorsky Region

Vinichuk Oksana Yurjevna, Candidate of Economic Sciences, Associated Professor at the Department of Marketing, Commerce and Logistics, Far Eastern Federal University. Building G (22), v. Ayaks 10, Russky Island, Vladivostok, 690922, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Averkieva Alina Romanovna, 2-year graduate student of specialization «Strategic marketing», Far Eastern Federal University. Building G (22), v. Ayaks 10, Russky Island, Vladivostok, 690922, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Current condition and directions of development of fitness service market are considered in the article; the market trends that affect the peculiarities of marketing activities of various fitness clubs are also estimated. Nowadays, network fitness clubs that adapt their basic business model (for example, on the basis of franchising) are faced with the problems of organization the regional researches of characteristics of fitness services consumption. In these terms the urgency of identifying and evaluating factors influencing the formation of consumers’ preferences when choosing a fitness club is increased. The research results revealed the necessity in following activities of network fitness club: obligatory professional training; annual stuff attestation aimed on verifying and improving the quality of work of the company; the introduction of the program of rehabilitation (recovery) purposes aimed on attracting an audience over 45 years old; the flexible system of club cards.

Keywords: fitness service market; marketing strategy of a fitness club; consumer preferences; fitness club, concept of healthy lifestyle.

Corporate Press as an Instrument of Marketing: the Main Issues of Corporate Mass Media Publication

Narinyani Alena Mikhailovna, Journalist, director general of “Independent journalism agency’, Bumajniy proezd 14/1, office 601; Moscow, 127015, Russia; www.journalisten.ru (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Studying of corporate mass media, their content and particularities of their design and making-up is of interest, since the need in such quality editions from technical as well as communicational point of view, grows nowadays. More and more companies make a decision to issue their own edition without any idea about the technologies of mass media production and features of the corporate press. This article comprises the answers on the following questions: there was given a definition of the notion “corporate means of information”; there was considered types of corporate mass media; there were described the types of corporate newspapers and magazines; there was analyzed the volume of works for the creation of corporate mass media; there was considered the structure of corporate edition.
The indicated materials can be used in practical and scientific activity of journalists working with corporate editions, by public relations and PR specialists and also by the managers of companies issuing or planning to issue their own corporate editions. The data stated in the paper will allow them to calculate the cost of their own corporate mass media and get an insight into the stages of work on its creation.

Keywords: marketing function of corporate mass media; corporate mass media; corporate newspapers; creation of corporate editions.