Issue is available for downloading in PDF format. Download >>

Рр. 3 – 13

The Marketing Complex Development in the Regional Marketing System

Anokhin Egor Vladimirovich, PhD in Economics, Associate Professor at the Chair of Management and Marketing Nizhny Novgorod Branch of Federal State-Financed Educational Institution of Higher Professional Education Moscow State University of Economics, Statistics and Informatics; 2A Komarov st., N. Novgorod, 603029, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Anokhin Vladimir Alexandrovich, PhD in Economics, Associate Professor at the Chair of Finance and Credit Lobachevsky State University of Nizhny Novgorod; 23 Gagarin av., N. Novgorod, 603950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Purpose: to study, to analyze and to illustrate the role and importance of the marketing complex in the Regional Marketing.
- to identify the main trends in the marketing development;
- to analyze scientific approaches characterizing the marketing complex;
- to determine the role of the marketing complex in the marketing system (on the example of the Regional Marketing);
- to develop a dynamic model of the Regional Marketing.
Methods: analysis and synthesis, induction and deduction, simulation.
Results: A brief description of the main marketing concepts is presented. The evolution of viewpoints on the essence of the marketing complex is examined through the prism of one of the types of marketing – the Regional Marketing. A dynamic model of the Regional Marketing has been elaborated, which reflects the role of marketing in the life of the regional population.
Conclusions. The Regional Marketing appears at a certain stage of the social development and depends on the living standard of the population on a territory. The society development requires, on the one hand, the marketing improvement and on the other hand it results in the reduction of a net profit from marketing activities. It is herewith probable not only the progressive development but also the return back to a lower level, which is caused by different kinds of disasters. They are, on the one hand, lead to the society degradation and, on the other hand, help to reduce the level of aspiration in people and increase their immediate needs. This model demonstrates that in order to overcome any difficulties associated with the development of the universal marketing complex, there should be a sufficient degree of comparability of the marketing development and society as a whole.

Рр. 14 – 26

About the Development System Formation of the Land as a Goods in the Modern Market Environment

Semerkova Lubov Nikolaevna, doctor of economic sciences, professor, head of the department of marketing, commerce and the service sector, Penza state university; 68 Chkalova str., Penza, 440000, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ulitskaya Natalia Yurievna, candidate of economic sciences, associate professor in the department of real estate cadastre and law, Penza state university of architecture and construction; 28 G. Titova str., Penza, 440028, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Such marketing aspects of the land market as segmentation into primary and secondary markets, consumer and business markets are presented, the features of the land-distribution of goods in the primary and secondary land market, activity of participants of the Russian land market is analysed. Marketing model of land-goods, which takes into account the imperatives of government, the needs of people and the natural state of the land is suitable for the proper formation of the land as a commodity to the consumer market territory are proposed. The article analyzes the development of accounting systems record and registration of land and deals with them, is seen as the Institute of cadastral engineers of inventory experts on formation of land sites. For statistical analysis based on official data of Federal service of state registration, cadastre and cartography and the Federal state statistics service. Suggestions authors expand the theoretical basis of marketing land, and can serve as a practical activity of experts in the field of land and property relations.

Рр. 27 – 32

Assessment Method of Real Estate Attractiveness on the Basis of Marketing Methodology

Kondratoff Marina Andreevna, Graduate student of chair of marketing Plekhanov Russian University of Economics Russia; 36 Stremyanny Lane, Moscow, 115054, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article reveals specific features of the real estate as the object of evaluation and management. The enhanced role of real estate as a special object of management and assess the attractiveness of the object was substantiated. It associates with the increase in the number of investment transactions in real estate, the instability of the national economy, as well as the desire of institutional and private investors to invest accumulated capital in relatively reliable directions. The absence of assessment methods of the real estate attractiveness on the basis of the marketing approach has been proved. The analysis of existing approaches to the assessment of the attractiveness of real estate has been undertaken; the main deficiencies of the approaches available in the literature were identified. As a result of the analysis, the main components of the author’s assessment method the real estate attractiveness on the basis of marketing approach were described, including: the principles of formation of a complex indicator of the attractiveness of the property, factors of attractiveness and appeal of a set of indicators of the property.

Рр. 33 – 42

Problems of the Mechanism of Commercialization Marketing Innovations in the Bakery Enterprises

Belotserkovskaya Natalya Viktorovna, Candidate of Pedagogic Sciences, Associate Professor in the Department of management and marketing Orsk humanitarian-technological Institute (branch of Orenburg State University); 15A Mir av., Orsk, 462400, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ivanchenko Olga Pavlovna, Competitor of a scientific degree Candidate of Economic Sciences, Orenburg State University; 13 Pobedy av., Orenburg, 460018, Russia; Head of marketing Department «SCS-master»; 18 Tobolsk st., Orsk, 462400, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shchekoldin Vladislav Yurievich, Candidate of Science (Engineering), Associate Prof. of Market Theory Department (NSTU); Karl Marx Prospect 20, Novosibirsk, 630073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Innovative changes in the economy over the last 100 years have been driven largely by technological innovation. Currently, the focus of innovation is aimed at finding less costly and more effective ways. The solution to this problem is possible through marketing innovation. The use of marketing innovation for businesses is more preferable for several reasons.
Combining marketing innovations into groups according to similar characteristics, we distinguished marketing innovations – objects, marketing innovation – tools and marketing innovations – the investigation of other types of innovation. Marketing innovation – objects can transform the way an existing product, marketing innovation tools, being the innovative technology of marketing help successfully move goods to market, and marketing innovations – the investigation is the natural stage of commercialization of other types of innovations (most often food).
The evaluation of specific weight organizations engaged in marketing innovation in the Volga Federal district in 2009 to 2013, a noticeable decline in the use of marketing innovation. Suppose that there exists a number of problems that inhibit the use of marketing innovation in the practice of Russian enterprises. Search and identify the problems addressed in this article.
In examining the use of marketing innovations enterprises, it was revealed that the innovation implementation process of marketing innovation has phased sequential nature. These pre-market stages of existence innovation called innovation lag. And the stages of market distribution marketing innovations are commercialized. Commercialization is a mechanism, in which there are subjects, objects, technology. At the entrance is decorated marketing innovation output – commercialized marketing innovation.
Based on the study of the mechanism of commercialization of bakery industry were formulated problems and ways of their solution. The search for solutions will allow Russian companies to successfully commercialize marketing innovations, and in some situations to make rational decision about the feasibility of the commercialization.

Рр. 43 – 48

Satisfaction and Loyalty: which is Enough for the Company on the Local Market?

Karev Anton Anatolyevich, expert on nondirective management, Center of Vedic coaching; 92 Anatoliya str., Barnaul, Altai Region, 656049, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Economic actuality of confidential relations, that are based on mutual trust. The dependence of the efficiency of cooperation and mutual trust; the energy of free creativity and the factors that constrain it. The symptoms of susceptibility to injury: mutual demonization, duplicity, lack of ability to influence on each other. The three-part nature of deception: 1) causing pain to another person 2) pride 3) envy 6 ways to increase trust: 1) try to understand the person 2) understand that in relationships there are no trifles 3) meet commitments 4) clarify expectations 5) not to discuss other people behind their backs 6) to apologize for mistakes.