Integrated Marketing Communications Influence on Development of Retail’s Intangible Resources

Noskova Elena Viktorovna, Candidat of Economic Sciences, associate professor of the chair of Marketing, Commerce and Logistics Department of the School of Economics and Management, Far Eastern Federal University; Suhanova Street 8, Vladivostok, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bikbulatova Galina Yevgyenyevna, Trainer-researcher of the research team «Consumer behavior in the market of goods and services of the APR countries» of the Department of Marketing, Commerce and Logistics of the School of Economics and Management, Far Eastern Federal University; Suhanova Street 8, Vladivostok, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Creating consumer value a bigger amount of retailers pay attention to intangible resources which should be developed and thereby build more effective communication with consumers, investors, suppliers and other interested target groups. The purpose of this study is to measure the impact of integrated marketing communications on retailers’ intangible resources development and determine the nature of this influence. In this study, the authors explain what exact integrated marketing communications should be applied at different stages of the life cycle of the intangible resource for the intangible resource transformation (from trademark to brand, from consumer awareness to loyalty, from consumer attitude to reputation) with aim to increase retailer performance. The developed methodology for determining the stage of the life cycle of intangible resources of a retail enterprise includes scales of importance and satisfaction, projection methods. Approbation was carried out by a questionnaire survey of retail food consumers (the sample size of 245 respondents). The research conducted made it possible to determine the stages of the intangible resources life cycle using the example of Sambery, Tri Kota and Remy discounters. The results of the research help design essential marketing solutions for intangible resources development of retail enterprises based on integrated marketing communications, taking into account consumer potential.

Keywords: trademark; brand; loyalty; awareness; reputation; attitude; resource life cycle; integrated marketing communications.

Consumer Preferences Research in the Milk and Dairy Products Market of Primorsky Krai

Trotsenko Anastasiya Nikolaevna, Senior teacher of the Marketing, Commerce and Logistics Department, Far Eastern Federal University (FEFU), 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.)

Consumer preferences among people of Primorsky Krai regarding milk and dairy products are analyzed in the article. The study revealed: reasons for consumption or absence milk and dairy products in the diet; purchase frequency; requirements for certain types of dairy products; factors influencing product choice; formed relations to trademarks; information sources for purchase decision. Based on conducted consumer preferences research, seven target market segments were allocated for desired benefits from buying milk and dairy products and obtained profiles were characterized: «Gourmets», «Healthy family», «Young parents», «Fitness enthusiasts», «Busy people», «Having health problems», «Cooks». Directions for improving basic elements of the marketing mix (4P) were proposed for each segment. Practical significance of conducted research is consumer preferences results in the milk and dairy products market of Primorsky Krai, which can be used in enterprises engaged in the milk and dairy products production and sale.

Keywords: milk and dairy products consumption; consumer preferences; milk and dairy products market segments.

Staff Marketing. Article 4. Composition, Peculiarities and Estimation of Effectiveness of Methods and Tools of Staff Marketing in Modern Russian 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.)

Labour productivity is traditionally considered both the «promising point of growth» of the Russian economy and one of its main problems. Indeed, despite of urgent appeals to its multiple growth, the objective quantitative data indicate the dynamics of this parameter as the stagnation. Nowadays, the tools of scientific school of management «to work to the point of exhaustion» are obsolete. The innovative staffing solutions are required for the real breakthrough growth of this parameter as the basis for the well-being of working-age Russian population. These solutions may include the marketing ideology of interaction with the staff. Unfortunately, the current application of staff marketing tools is far from optimal or efficient. This article is devoted to the search for causes and real reserves of growth of labour productivity. In this article the results of large-scale study of marketing practices of staff management in the leading Russian enterprises and organizations are reflected.

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

HR marketing as Innovative Technology in Resolving Personnel Problems of the Marine Transport Industry Companies

Mitrofanova Nadezhda Vladimirovna, Candidate of economic sciences, docent of department of economics and management, Admiral Ushakov Maritime State University; Lenina av. 93, Novorossiysk, 353918, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Dyadyura Vadim Anatolyevich, General Director of the Aleksino Port Marina Shipyard; Rybatskaya str. 33, Alexino, Novorossiysk, 353925, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article shows intermediate results of the joint scientific and practical project implemented by the authors on the formation of conditions for enhancing the innovative activity of shipyard personnel. Despite the stable position of the company on the market, the results of the SWOT analysis identified problems in the company’s internal environment related to personnel management: aging of personnel, lack of personnel development system, weak feedback and others. The authors came to the conclusion that it is necessary to introduce a modern system of personnel management, including such elements as personnel selection, business evaluation and development of human resources, adaptation and formation of the personnel reserve, motivation and stimulation, the formation of an innovative corporate environment, etc. This will allow not only to organize personnel management in accordance with the requirements of the ship repair industry, but, at the same time, will increase the innovative activity of personnel. To realize this goal, the authors propose the use of HR marketing as an organizing principle in the formation of innovative personnel activities. The conducted questioning of the personnel of the company with the use of the indicator of Kirton made it possible to draw a conclusion about a sufficient share of innovators in the total mass of shipyard workers who could become a base for the implementation of the innovation process. The novelty of the author’s approach is to refine the indicator scale in order to clarify the characteristics of the staff.

Keywords: shipyard; HR marketing; innovative thinking; personnel management; innovative corporate environment.

Research of the Russian Private Banking Market: Analysis of Bank Portfolio Strategies

Timokhina Galina Sergeevna, Ph.D. of Economics, Associate professor of marketing and international management, Ural State University of Economics, 8 Marta St/Narodnoy voli, 62/45, Ekaterinburg, 620144, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sysoeva Tatiana Leonidovna, Ph.D. of Economics, Associate professor of marketing and international management, Ural State University of Economics, 8 Marta St/Narodnoy voli, 62/45, Ekaterinburg, 620144, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Hudyakova Тatiyana Stanislavovna, Senior professor of quality management, Ural State University of Economics, 8 Marta St/Narodnoy voli, 62/45, Ekaterinburg, 620144, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article presents the results of the desk and field marketing research of the Russian market of private banking services, which was conducted in 2015-2016. The supply of private banking services of the nineteen largest banks, which account for 70-75% of attracted funds of affluent consumers on the Russian market and consumers’ demand for private banking services are studied. Analysis of the business portfolio of banks and the demand of wealthy consumers for banking, consulting and non-core services revealed the presence of specific insufficiently satisfied consumer needs for private banking services and the possibility of identifying niches in this segment. The use of niche strategies by the marketing management of banks will enable banks to differentiate their business portfolios to correspond to the needs and preferences of consumers of private banking services, thereby increasing the competitiveness of banks on this market.

Keywords: portfolio strategies, consumer of private banking service, segments and niches, niche strategies.