Ecological Behavior of Consumers: New Era

Trukhan Valentina D., project manager, marketing analyst Delfi agency, www. delfi2000.ru, Omsk, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article discusses green marketing trend not only in the context of the current environmental situation in Russia and around the Globe, but also considering consumers’ behavioral patterns. Analyzing the results of a public opinion poll conducted in Omsk, Russia, author comes to a conclusion that eco-friendly practices of the majority are limited to the simplest of them – proper garbage disposal and domestic energy-saving. None out of the four groupings produced by cluster analysis meets the requirements of so-called «true environmentalism», when eco-concern is combined with an actual day by day action. However, there are other promising clusters in respect to eco-consumption, which still brings businesses new opportunities for marketing and innovation.

Keywords: ecology, environmentalism, sustainable development, green marketing, consumer behavior.

Features of Consumer Behavior of Families with Children at Shopping Mall Food Courts: Healthy Eating Trend?

Ryzhkova Tatiana B., PhD in economics, Associate Professor of the Chair of Marketing and Advertising, Russian State University for the Humanities, 6, Miusskaya sq., Moscow, 125993, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tarasenko Elena A., PhD in sociology, Associate Professor of the Chair of Health Care Administration and Economy. National Research University Higher School of Economics, 20 Myasnitskaya street, Moscow, 101000, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Today the Russians are actively interesting for healthy lifestyle, including healthy food. The research problem – to find whether the increased demand for health capital and healthy foods of families with children living in large cities is changing their consumer practices in shopping mall food courts.

Keywords: consumer behavior of families with children, the trend for healthy eating, health capital, food courts.

Effects of Product Placement on the Teenage Audience

Alexunin Vladimir А., Russian State University for the Humanities, Ph. D, professor, Chair of marketing and advertising, 6, Miusskaya sq., Moscow, 125993, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kozhina Olga М., Moscow University for the Humanities, Chair of statistics and marketing, Head teacher, 5, Yunosti str., Moscow, 111395, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article analyzes the results of marketing research relationship teenage audience to product placement on television. Considers the content and the need to develop social product placement.

Keywords: product placement; teenage audience; marketing research; social effects.

Foreign Experience Analysis and the Development of Public Service Satisfaction Methodology in Russia

Volkov Dmitriy K., Postgraduate student of Company Marketing Department Management faculty, National Research University «Higher School of Economics», Kirpichnaya street, 33, Moscow, 105187, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.

This article examines the experiences of various countries in the field of assessing the quality and satisfaction with public services. It was considered the methodology used in Italy, Mauritius, Greece, China, USA, Mexico and Korea. In addition, the results of the comparative analysis of approaches highlight the main advantages and disadvantages of each model. More over, new public program satisfaction method was developed, taking into account the peculiarities of the Russian government system.

Keywords: marketing in public, public service quality, satisfaction, satisfaction index, SERVQUAL, CSI, stakeholders, target program.

Marketing Controlling and Enterprise Information Security

Sandrakova Irina V., assistant professor of department of trade, Kemerovo Federal State-Funded Educational Institute of Higher Professional Education (branch) Plehanov Russian University of Economics, 39, Kuznetsky avenue, Kemerovo, Russia, 650992 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Mandrik Natalia U., postgraduate of department of trade, Kemerovo Federal State-Funded Educational Institute of Higher Professional Education (branch) Plehanov Russian University of Economics, 39, Kuznetsky avenue, Kemerovo, Russia, 650992 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bersenev Igor I., assistant professor of department of trade, Kemerovo Federal State-Funded Educational Institute of Higher Professional Education (branch) Plehanov Russian University of Economics, 39, Kuznetsky avenue, Kemerovo, Russia, 650992 (INAR123@ yandex.ru)

Cherkasov Grigory V., humanities Department Head Teacher, Kemerovo Federal State-Funded Educational Institute of Higher Professional Education (branch) Plehanov Russian University of Economics, 39, Kuznetsky avenue, Kemerovo, Russia, 650992 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

For the purpose of efficient marketing controlling it is necessary to implement the system of market efficiency index inside the trading company. The article contains requirements to the current system; and represents the system of information flow. The developed indicators are structured in blocks or strategic prospects. The performance evaluation of store buyers deserves considerable attention in the article. It also says about the need to create the conditions under which the possibility of confidential data leakage or illegal access to it will be minimal. To solve the problem it is necessary to provide the information security inside the trading company by creating and functioning of the system for information security.

Keywords: marketing controlling; system of market efficiency index; system of information flow; controller; enterprise information security.

The Definition and Classification of Industrial Services

Karyakin Evgeny I., postgraduate student, Marketing Department, Plekhanov Russian University of Economics. Service Sales Specialist, LLC Siemens, 115184, Russia, Moscow, Bol. Tatarskaya str, 9

Present article investigates different definitions of industrial services used in foreign and in Russian sources. It describes various types of industrial services classifications developed by Author what are needed for its correct research and what cover full spectrum of such services. Following types of classifications are considered: production life-cycle phase, industry (vertical market), type of equipment.

Keywords: marketing; service marketing; relationship marketing; industrial service; service; service market.

Organization of Feedback from Clients as Tool for Improvement of Service Quality in the Automobile Dealer Center

Khabibullina Alsu R., postgraduate student of the department of «Economis and Management», Ulyanovsk State Technical University, 32, Severny Venetz str., 432027 Ulyanovsk, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kachagin Evgeny A., сandidate of Economic Sciences, the assistant professor of the department of «Economis and Management», Ulyanovsk State Technical University, 32, Severny Venetz str., 432027 Ulyanovsk, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with importance of feedback from clients to increase service quality. The results of the research of the organization of feedback from clients in the automobile dealer center are presented. The authors offer the practical recommendations how improve the organization of feedback from clients in the automobile dealer center.

Keywords: feedback from clients, an automobile dealer center, a process of customer service; customer service quality.

Book review: Shevchenko DA «Advertising, Marketing, PR»

Peskov Igor V., assistant professor of marketing and advertising RSUH

Review prepared on the new book «Advertising, Marketing, PR». The book reveals the basic professional concepts and terms in the field of advertising, marketing, public relations, describes the main, the most popular trades in these business areas and activities.

Keywords: marketing, advertising, PR, brand manager, logistics manager, copywriter, media planners, advertising specialist, marketing director, creative director, merchandiser, promotion-manager, product-manager, sales-manager.