Methodical Approach to Distinguishing the Types of Social Networks Users, Depending on the Preferences of Internet Advertising Forms

Kmet Elena Borisovna, Candidate of Economic Sciences, Associate Professor, Department of International Marketing and Trade, Vladivostok State University of Economics and Service; Gogol 41, Vladivostok, 690014, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article suggests a methodical approach to distinguishing the types of users of social networks, depending on the preferences for forms of Internet advertising. The approbation of the methodical approach was carried out on the basis of field quantitative research, and the results prove the existence of types of users of social networks among target audiences of advertisers promoting various categories of goods and services. Two types of users, «Ad Eaters» and «Followers» are described in the context of individual social networks and various categories of goods and services. Proposed typology of users, methodical approach to its selection, features of questionnaire modeling and the algorithm for proving research hypotheses with SPSS are original and have scientific novelty. Research results suggest that representatives of different types of users can choose the same goods and services, but they should be influenced by different forms of online advertising. Research results suggest that representatives of different types of users can choose the same goods and services, but they should be influenced by different forms of online advertising. The definition of two types of social networks users among the target audience will allow advertisers to optimize their SMM concept.

Keywords: types of social networks users; media preferences; behavior in social networks; social networks; Social Media Marketing; factor analysis in SPSS.

Methods for Assessing Universities Communication Activity in Social Networks

Shevchenko Dmitry Anatolyevich, Professor of marketing and advertising, doctor of economic sciences, honorary member of the Guild of Marketers, expert AKAR, Head of the Department of marketing communications of the Moscow Polytechnic Institute;, Bol. Semenovskaya str. 38, Moscow, 107023, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sheinina Maryana Aleksandrovna, Executive and media director in the full service digital agency Articul Media, senior lecturer in the Department of Marketing Communications of the Moscow Polytechnic Institute; Bol. Semenovskaya str. 38, Moscow, 107023, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents an original method of evaluation of communication activity of educational organizations in social networks. In practice, the presence of non-profit organizations in social networks is not yet widely disseminated. The very fact of the presence and the need for the participation of state educational organizations in social networks by many managers is still perceived ambiguously. Previously, the same attitude was to the sites. Website, blog was not considered as a necessary condition for establishing marketing communications with target audiences. The law on education does not say that an educational organization should post information about its services on social networks. But it says that it should post information on the Internet. It seems to us that there is no contradiction here, and educational organizations should be active in social networks, as their target audience is there. The proposed method for assessing the communication activity of universities in social networks and the results of the study can be considered as a practical guide for organizations and marketing, advertising and PR specialists seeking to establish feedback with target groups of consumers.

Keywords: social networks; communication activity on the Internet; methods of assessing the activity of universities in social networks.

Overview of Guerrilla Marketing Tools in the Digital Economy of Vietnam

Doan My Linh, Post-graduate student of the marketing department, chief specialist of International department, Plekhanov Russian University of Economic; Stremyanny lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to a review of the current tools of partisan (non-traditional) marketing, which is inextricably linked with the marketing of relationships in the modern digital economy. It is the duet, in the author’s opinion, that can help small and medium-sized businesses in Vietnam not only stay afloat, but also compete with domestic and foreign companies operating in the territory of the Socialist Republic of Vietnam. An analysis was made of the main mistakes made by Vietnamese commercial enterprises in the organization and conduct of non-traditional marketing activities, as well as examples of sanctions that the state has the right to impose on companies and the media. Based on the data analyzed, an algorithm is proposed for using partisan marketing by Vietnamese companies in Vietnam to enhance competitiveness.

Keywords: guerrilla marketing; Vietnam; relationship marketing; sanctions.

Analysis of the Competitive Environment of the Exhibition Branch of the Republic of Crimea as the Most Important Stage in the Formation of the Marketing Policy of Pricing

Ulanovskaya Oksana Nikolaevna, Assistant of the Marketing, Trade and Customs Department, V.I. Vernadsky Crimea Federal University, Economics and Management Institute (a division); Sevastopolskaya street 21/4, Simferopol, 295015, Republic of Crimea (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Analysis of the competitive environment is an important stage in the formation of prices for exhibition services. In the article, using the model of Porter’s five forces, the competitive situation in the market of exhibition services of the Republic of Crimea was studied, and the main quality indicators of the organizers of the exhibitions of the region were revealed. The author propose an algorithm for the formation of prices for an expo-service, which includes: differentiation of competitors; the choice of a competitor on the basis of the highest quality; setting the lower and upper price threshold. This approach is described and disclosed by the author taking into account the real competitive situation in the industry of the Republic of Crimea (as of 01.01.2018). The information stated in this article will help the heads of exhibition companies and marketers to make competent marketing decisions in the field of pricing for exhibition services, and also to conduct effective studies of the competitive environment.

Keywords: competitive environment; marketing policy of pricing; exhibition branch; pricing algorithm; exhibition area; exhibition-fair; price; quality of exhibition services; expo-service.

Use of Technologies of Socio-Ethical Marketing in the Regional Company Activities

Koval Iryna Vasylievna, Candidate of economic Sciences, associate Professor of «Marketing, Commerce and logistics» Far Eastern Federal University, Ajax Bay 10, block G (22), Russian island, Vladivostok, 690922, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Vinichuk Oksana Yurievna, Candidate of economic Sciences, associate Professor of «Marketing, Commerce and logistics» Far Eastern Federal University, Ajax Bay 10, block G (22), Russian island, Vladivostok, 690922, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to most effective use of social and ethical marketing in the Russian enterprises activity. The research is directed to analysis of the trends which are determine the essence of company’s corporate social responsibility. The research tells about the tools for the formation of socio-ethical marketing technologies in the group of JSC «Synergy» companies, based on combination of two methods: expert evaluation method and «Motivational profiles study» method by Sh. Richie and P. Martin. As a result of the research, it was concluded that the company’s staff most expressed need is in higher wages and in the development of social interaction. In this connection motivational profiles of all categories of employees were identified and then were taken into consideration in corporate social responsibility standard development of this company. The results of the research will help to form a systematic vision of corporate social responsibility and also to activate the company’s socially responsible behavior in relation to personnel, consumers and society as a whole.

Keywords: socio-ethical marketing; corporate social responsibility; marketing technologies; employee motivation; methods of peer review; socio-psychological climate.

Marketing of Personnel as a Tool for Improvement of Personnel Management on Maritime Transport

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

In the presented study, the author has made an attempt to consider the development of the marine transport industry through its key resource – personnel. For these purposes, as a tool for improving personnel work, staff marketing is proposed. Analysis of the state of the industry showed the following problems: a large share of ships under foreign flags, a large average age of ships and an increase in accidents in maritime transport in the period from 2014 to 2017. The reason for the accident rate is in 90% of cases the human factor. The research topic is relevant both from the standpoint of the need for the development of the industry and because of the course recommended by the President of the Russian Federation for increasing the productivity of the personnel of the companies. Through the prism of the marketing approach, the author analyzed the main personnel problems that hamper the development of the maritime industry: a shortage of personnel, in particular ship turners and welders, violations in rationing seamen’s work and rest, leading to chronic fatigue, excessive work with documentation , interfering with the restoration of labor forces, violation of the requirements for the minimum composition of crews of ships, turnover of personnel.

Keywords: personnel marketing; shipping company; accident rate; human factor; work and rest regime.