Use of the Technique of the Return Segmentation on Example of Tourist Services Market

Karasyov Aleksandr Pavlovich, PhD in Economics, associate professor, Department of «Management and Marketing» Yaroslavl branch of Financial Univercity; 12a, st. Cooperative, Yaroslavl, 150003, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The technique of the return market segmentation is considered in article. In the beginning the detailed analytical review of scientific literature on this problem is carried out, distinctions in the description of this technology and a problem at its use are shown. Process of the return segmentation based on motive and characteristics of behavior of consumers developed on the basis of the analysis of literature by the author of article.
Approbation of the offered process was made on the basis of results of market research of the market of tourist services of Yaroslavl. 300 respondents were interrogated within research. The «tourist’s type», showing his motivation of consumption of services, is used as a sign of segmentation. Two options of segmentation are considered and as more effective the one, which considers not simply separate motives of consumers, but their unique combination is recognized. 9 market segments of consumers of tourist services are allocated in total, for everyone average values of descriptor characteristics (a sex, age, income level) were calculated and «name» is appropriated. Two-dimensional schedules, visually showing situations and a relative arrangement of segments in the market, are constructed. The offered technique of the return segmentation is rather simple and allows a target segment to allocate easily. It creates conditions for its successful application by various enterprises on the most various commodity markets and services.

Keywords: market segmentation; return segmentation; segmentation process; market of tourist services; criteria of segmentation; descriptor characteristics.

Mass Product Advertising Visualization for Consumers of Different Types by Mayers-Briggs (MBTI)

Krasnostanova Maria Vyacheslavovna, Associate Professor of the Faculty of Economics, Lomonosov Moscow State University. Lomonosov Moscow State University, Faculty of Economics; Building 46, Leninskie Gory 1, Moscow, Russia, 119991 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Golikova Tamara Nikolaevna, Applicant of the Faculty of Economics, Lomonosov Moscow State University; Building 46, Leninskie Gory 1, Moscow, Russia, 119991 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper provides modern methods of consumer typing, proves the urgency of use of psychological tools in the target audience defining. The purpose of writing this article is to test the applicability of such psychological tool as MBTI within the process of target audience segmentation. To achieve this goal have been resolved following theoretical and empirical tasks: to study the MBTI theory and to study correlations between MBTI personality types and key aspects of advertising banner design; to develop 16 advertising banners of FMCG product and, as a consequence of respondents voting for a particular banner, to analyze the correlation existing between the respondent’s personality type and advertising banner design they preferred. Thus, as a result of field research we identified some relationship between the consumer’s MBTI personality type and his preferences for visual and text on the advertising banner. These correlations became the basis of the recommendations for marketers how to promote products to various MBTI customers.

Keywords: psychology of consumption; segmentation; typology; psychographics; MBTI.

Creation of the Brand’s Pyramid Of The Retail Enterprise

Sandrakova Irina Valeryevna, Candidate of Technical Sciences, docent, the dean of the department of the correspondence instruction University of Kemerovo (filial) Russian Economy University of name G.V. Plehanov; 39, Kuznetsky prospect, Kemerovo city, 650992, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Stratienko Lubov Alekseevna, Director on marketing «Sistems Chibis, LLC»; 41, Tereshkova st., Kemerovo city, 650036,. Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of the conducted investigation is the construction of the brand “s pyramid of the trade mark of the retail enterprise and the development of those problems, which prevent trade mark from becoming valuable brand. The subject of a study – the trade mark of retail network «System Chibis, LLC», that works in 4 the regions SFR: Kemerovo and Tomsk province, Krasnoyarskiy Kray, the republic of Khakassiya. For estimation and constructing the brand was used the brand “s pyramid of J. – N. Kapfferer, which was originally developed for the trade mark of concrete goods, but not for the trade mark (brand) of company. Nucleus, style and thematics of trade mark «Chibis» investigated for constructing the pyramid of brand. Nucleus of pyramid is its fundamental constant principle, reasons and the frequency of the accomplishment of purchases are for the commercial enterprise. Style is «the self-portrait» of purposeful audience, its culture and personality. They enter into the thematics of brand: the physical properties of brand, exterior and interior; assortment; price policy; personnel; service; advertisement; the association of buyers. In the course of investigating the trade mark «Chibis» were carried out field studies and activity analysis of the stores of basic competitors in Kemerovo and Novosibirsk; qualitative studies, namely, focus- group. For affirming the qualitative studies the quantitative studies were conducted by the method of questioning. Obtained of as a result conducted investigations nucleus, style and thematics of brand «Chibis» made it possible to form its pyramid and to propose «System Chibis, LLC» a number of recommendations regarding improvement in the individuality of brand «Chibis» and strengthening of its positions.

Keywords: trademark; the pyramid of brand; the individuality of brand; the enterprise of the retail trade.

Key Features of Market Research at Consumer Electronics Market

Medvedeva Alexandra Alekseevna, Graduate student at the Chair of World Economy, Faculty of Economy Lomonosov Moscow State University;. 1/46 Leninskie gory, Moscow, 119991, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

During last 15 years world consumer electronics market has significantly changed and demand from one products has shifted to more innovative and multifunctional. The impact of developing countries to world sales is continuously increasing. The main difference of consumer electronics market from others is that the new products, very often don’t have any analogues. By the reason, that the costs for R&D and production and also purchasing by consumers is rather considerable and doesn’t belong to daily necessity, the role of competent planning of future tendencies and development is very important. The main aim of this article was to evaluate the role of market research in consumer electronics market. In the course of the study key types of market research were characterized. They can be divided into 3 groups: researches, which give information about total market development, researches, which describe customers and their preferences, and researches, which help to estimate efficiency of different ways of communication about products and methods of sales promotion, which have drastically increased during last 5 years. It’s connected with the growth of internet expansion, development of e-commerce and rise of all available information of products and offers, which exist in the market. All these reasons increase the importance of evaluation of all the factors, which influence on consumers’ decision about consumption of the product. Important feature of consumer electronics market is that thanks to technical characteristics of the products some of market researches could be made by the companies themselves.

Keywords: consumer electronics; market research; market tendencies; forecasting; internet; e-commerce; market volume; market share; price.

Ways of Modernization of Consumer Cooperation

Мikhalyuk Valeriya Igorevna, “Practical Marketing”, Chief editor assistant; 39 building 3, Budennogo avenu, Moscow, 105275, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The system of consumer cooperation demands introduction of marketing approaches with primary support of the state. The economical situation in Russia changes, and from raw model we pass to consumer model. Therefore it is so necessary to introduce new forms of managing. One of such forms is consumer cooperation. Consumer cooperation has to represent effective model of small forms of managing: supply by resources, preparation, processing, delivery to distribution networks with socially significant loading. Today the most acceptable and accessible form of cooperation of landowners, farmers it is consumers’ cooperative society. Consumers’ cooperative society should be provided by normal legal legislative base. There is a question about establishing of the simplified system of purchase of agricultural products, about the preferential taxation. Consumer cooperation is a non-profit organization, socially oriented business. The model of the modernized consumer cooperation can be an example of social and marketing model of development of regions in new economic conditions.

Keywords: updates of consumers’ cooperative society; the logistic of cooperation; non-commercial partnership; competition; regional financing; state-cooperative cooperation.

Analyzing Foreign Experience in the Field of Loyalty Programs Developed for Football Fans

Solntsev Ilya Vasilyevich, Ph.D., Director of Research in Sports Department, Plekhanov Russian Economic University; 36, Stremyanny per., Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author analyzes how foreign football clubs and football associations develop their loyalty programs. Besides the article considers new technologies used for managing football stadium and for selling the tickets, that can also be seen as tools of forming and maintaining the loyalty of fans. Basically it describes the experience of European countries and the United States. The sources of information include analytical materials, interviews with managers of football clubs and federations and the sites of these structures. This research could be of interest for marketing departments of football clubs and national football associations so that they use it as an example in implementation of similar programs, adapted to the Russian practice. Ultimately, these programs will help attract new fans, retain existing ones, increase revenues of domestic football clubs and Football Union of Russia.

Keywords: football economics; football marketing; loyalty programs in sports; IT in football; ticketing program.