Marketing Analysis of Cruise Tourism in North-East Asia

Martyshenko Natalya Stepanovna, Candidate of Economic Sciences, Professor at the Department of International Marketing and Trade, Vladivostok state University of Economics and Service; Gogolya str. 42, Vladivostok, 690014, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nowadays cruise tourism in North-East Asia is one of the most developing types of tourism. It is extremely desirable for Primorsky Krai with the capital in port of Vladivostok to be involved into business in this market. The analysis of the cruise tourism market in North-East Asia is presented in the article. The analysis has revealed that currently Vladivostok has great potential for cruise tourism development. Foreign companies are extremely interested in incorporating the city into their cruise itineraries. But for Vladivostok will be included in the cruise itineraries of foreign companies, the city should have a set of tourism facilities conforming international standards, and infrastructure to provide service to more tourists. Cruise tourism development should incorporate the development of other types of tourism, attractive for tourists from neighbor countries.

Keywords: cruise tourism; inbound tourism, tourism infrastructure, competitive positioning in tourism.

Research of Design, Implementation and Control of Marketing Communications Complex in the Leading Universities of Krasnodar Region

Peshkova Irina Georgievna, Post-graduate student at the Department of Management and Trade Krasnodar Cooperative Institute (branch) of Russian University of Cooperation; Mitrofan Sedin str. 168/1, Krasnodar, 350015, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to proposition and testing the rating method of efficiency estimation of design and implementation of marketing communication functions within a marketing mix of modern universities. The method includes the formalization, evaluation and subsequent ranking of universities – participants of the research - by following function blocks: «Formation of information base of marketing communications», «Technical capabilities of the University to organize good communication»; «Characteristics of permanent marketing communication», «Characteristics of discrete marketing communication», «Marketing control of communication efforts of the University». The author’s approach ensures the search and implementation the marketing low-budget reserves of effective communication in the educational market through digital media channels and innovative tools and methods.

Keywords: marketing communications; high schools; digital media channels; innovative formats of communication.

Effective Feedback in the Management System «Personality — Manager — Organizational Environment»

Lobova Vera Vladimirovna, Director of representative office of limited liability company «Rona», in Penza and Penza region; Kalyaeva str. 7 LIT B of. 202, Penza, 440000, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The necessity of possessing of effective feedback methods that are simple and adapted to the daily leaders’ practice is substantiated in the article. Risks of formalizing feedback of the head with stuff arise from the possibility of the survey methodology to evaluate all the parameters by common marks. According to practice the estimates from subordinates in such a situation are close to the maximum. As a result the managers get too less useful information. The methods of obtaining feedback by the head of regional office of pharmacy network and recommendations are described in the article. The conclusion about the importance of possessing feedback procedures, excluding formal approach, the need to improve the interactive cooperation in the system «Personality — Manager — Organizational Environment» is given. Method of ranking marks during a survey allows to identify the weaknesses in the work.

Keywords: feedback; communications; involvement; organizational environment; interactive.

Teaser Advertising Efficiency Estimation

Tsoi Marina Evgenievna, Candidate of Science (PhD) in Economics, Associate Professor, Head of Marketing and Service Department, Novosibirsk State Technical University; Karl Marx Avenue 20, Novosibirsk, 630073, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shchekoldin Vladislav Yurievich, Candidate in Science (PhD) in Computer Science, Associate Professor of Marketing and Service Department, Novosibirsk State Technical University; Karl Marx Avenue 20, Novosibirsk, 630073, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In article the efficiency estimation of teaser advertising on the Internet is considered. On the basis of the ABC-approach and the 2x2 matrix method the new technique of simultaneous application of two indicators for teaser advertising effectiveness estimation to identify teaser groups with similar consumer reaction has been developed. On the example of the company that develops teaser advertisements, the technique has been tested and the qualitative conclusions are made. More than 90 teasers of different subjects, design and structure were analyzed. The presented method has allowed dividing teasers into groups according to their attractiveness and profitability. The method is universal and could be used not only to determine the effectiveness of any other teasers or other companies, but also to analyze any other kinds of internet advertising.

Keywords: teaser; teaser advertisements; ads efficiency; ABC-analysis; 2x2 matrix approach.

Quality of Graphic Advertising: Assessment Problem

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

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

The main provisions of a fundamentally new direction of depth psychology — the bioinformatics psychology (cyber-psychology, bio-quantum psychology) and the emotional theory of sales are presented. At the heart of bioinformatics psychology is the concept of man as a complex cybernetic system functioning on the basis of specific programs (congenital programs and acquired in the course of life programs). Emotional theory of sales — it’s one of the areas of bioinformatics psychology, which is the theory of consumer decision-making about the purchase of a product, especially on an irrational level. The main requirements to graphic advertizing, relying on the emotional theory of sales, are presented. Four major factors of formation of the positive attitude of consumers to graphic advertizing are identified: character of images, color scheme, plot and composition. The analysis of quality of graphic advertizing of various companies is presented.

Keywords: bioinformatics psychology; cyber-psychology; bio-quantum psychology; emotional theory of sales; assessment of quality of graphic advertizing.