Market Oriented Approach To Manage Small and Medium Enterprises: Focus on Marketing

Medvedeva Tatiana P., PHd in Economics, Professor, Executive Advisor to the General Manager, «ZBO Drill Industries», Oktyabrskaya 36, Orenburg, Russia 460055 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article presents a new view of the well-known in literature fundamental concepts of marketing and offers a new method of their classification to make them more systematic. The classification consists of the following: The main object of attention; The means to achieve enterprise objective; and The achievement of the ultimate enterprise objective. Additionally, these fundamental marketing concepts are expanded upon to include integrated marketing content that works well in the modern social environment.

Keywords: marketing; market management; concepts; development; systematization.

Factor Analysis of Information Product Competition

Kulpin Sergey V., Assistant, Chair of Management Theory and Innovations, Institute of Public Administration and Entrepreneurship, Ural Federal University named after the First President of Russia B. N. Yeltsin; Mira Str., 19, Ekaterinburg, 620002, Russia; Postgraduate student, Institute of Economics, Ural Branch of Russian Academy of Sciences, Moskovskaya Str., 29, Ekaterinburg, 620014, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This paper presents findings of empirical studies in assessment of competitive factors affecting in formation product sales in the Internet. The author considered two types of the information product: software and videogames. In case of software, study results show customs take in attention different sets of the competitive factors depending on a price category of the product. The videogames as a product have such a specific competitive factor as a brand of the game. It is realized in sequels creation. The results show the sequels are sold better than original products, but the difference is unimportant when we control for the quality of the product. An external brand does not increase sales at all.

Keywords: software; videogames; competitive factors; Internet marketing; sales forecasting.

Problems of Promotion of the Yaroslavl Region Tourist Product

Platonova Natalia A., the pro-rector on research work, Doctor of Economics, Professor, Russian State University of Tourism and Service; 99, Glavnaya, Cherkisovo, 141220, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Vapnyarskaya Olga I., Candidate of Economics, senior researcher, Russian State University of Tourism and Service; 99, Glavnaya, Cherkisovo, 141220, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.

Krivosheeva Tatiana M., Candidate of Economics, leading researcher, Russian State University of Tourism and Service; 99, Glavnaya, Cherkisovo, 141220, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes marketing promotional strategy of Yaroslavl region tourism product, proposed by the authors under the tourism development strategy in the region. Reflects the main provisions underpinning the strategy development. The method of benchmarking aimed to enhance formed the strategy directions and works aimed at product diversification and information operational concentration.

Keywords: tourism product; strategy; marketing; promotion; brand; Yaroslavl region; events.

Regional Peculiarities of Paying Attention to Outdoor Advertising

Salnicoff Alexander M. , assoc. prof., PhD, assoc. prof. of Marketing and commerce departament, Yaroslavl branch of MESI, 3, Bolshiye Polyanki st., Yaroslavl, 150023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper is dedicated to discovering the regional peculiarities of paying attention to outdoor advertising. The suggested model based on Pierre Verhulst’s curves has been empirically verified in Tutaev town, Yaroslavsky region.The general finding is that there are no differences in paying attention to outdoor advertising between pedestrians of Yaroslavl and Tutaev. Such findings make the suggested model available for any city of Russian North without any specific researches. The paper is addressed to both researcher involved in marketing studies and advertising/marketing professionals.

Keywords: outdoor advertising; media measurement; advertising detection; advertising efficiency; Verhulst’s curves; logistics curves; sigmoids.

Public Perception of the Nuclear Power Development (by the example of Rostov-on-Don Nuclear Power Plant)

Steptchenko Tatyana S. , Associate professor at the department «Economics and management» of Volgodonsk institute (branch) South Federal University, Rostov region, Volgodonsk, Mira Avenue 47 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the purposes and the main areas of PR service activity of RNPP are considered. Power consumption grows in modern society every day, but prospects of development and competitiveness of nuclear branch today and in long-term prospect are in many respects connected with the public attitude to it. Taking into account features of nuclear power it becomes obvious that successful development of nuclear branch won’t manage be fully realized without overcoming negative public relation to it. For the nuclear branch it becomes increasingly important to establishing an active dialogue with the broad masses to form the adequate attitude to the industry.

Keywords: public opinion, nuclear branch, Rostov-on-Don Nuclear Power Plant (RNPP), relations with the public, social and cultural aspects of activity, formation of positive stereotypes.