Formation of the United Russian-Balkan Marketing Environment: the Case of Macedonia

Kaluzhsky Mikhail Leonidovich, Candidate of Philosophy, Associate Professor of «Organization and management of high technology production», Faculty of Economics and Management, Omsk State Technical University; pr. Mira, 11, Omsk, 644050, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Article is about the promising directions of development of the Russian-Macedonian economic relations in the context of the global economic crisis. Author analyzes the opportunities for Macedonian entrepreneurs in the Russian market. Particular attention is paid to the institutional incentives of mutual exports and the prospects of economic integration between the two countries. Macedonia occupies a key position in the path of European highways, but not always effectively uses the associated marketing advantages. The global economic crisis has led to a reduction in foreign investment and a negative impact on the local marketing environment. One of the solutions to the problem may be a direct access of Macedonian entrepreneurs in the Russian market. Russian entrepreneurs also could leverage the geographical and institutional advantages of Macedonia for access to European markets. A possible solution is based on the removal of institutional obstacles to the integration of the Macedonian producers in the marketing environment of the Russian market and does not require substantial investment.

Keywords: foreign economic relations; Macedonia; marketing environment; market infrastructure; network economy; e-commerce; supply chain management; institutional environment; distribution logistics; Russian-Macedonian relations.

Efficiency Estimation of Labor Resources Use at the Enterprise

Shchepakin Mikhail Borisovich, Doctor of Economics, Professor, Head of the Department Marketing and Business Management, Kuban state technological university; Moskovskaya 2, Krasnodar, 350072, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Krivosheyevа Ekaterina Vasilyevna, Senior teacher of the Department Marketing and Business Management, Kuban state technological university; Moskovskaya 2, Krasnodar, 350072, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Mikhaylova Veronika Mikhaelovna, Candidate of Economics, Associate Professor of the Department Marketing and Business Management, Kuban state technological university; Moskovskaya 2, Krasnodar, 350072, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kurenova Daria Gennadiyevna, Candidate of Philology, Associate Professor of the Department Marketing and Business Management, Kuban state technological university; Moskovskaya 2, Krasnodar, 350072, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of this article is to evaluate the effectiveness of using labor resources at the enterprise and to develop an algorithm of solutions choice for their effective management in the context of resource restrictions and crisis phenomena in the economy. The analysis of labor resources use efficiency at the industrial enterprises (on the example of baking industry of the certain region) is submitted. The impact of labor resources use efficiency on the enterprise competitiveness is assessed. The algorithm of labor resources management on the basis of the proposed indicators is developed. The efficiency index of labor resources use as an integrated indicator is offered. The results of calculations by the proposed method are presented. The offered methodological support of labor resources management allows creating the rational business processes within and outside the enterprise based on a factor «labor resources use» and to form prerequisites to gain steady competitive positions.

Keywords: industrial enterprise; labor resources; business processes management; competitiveness; assessment; index of labor resources efficient use; algorithm; methodological support, economic growth.

E-loyalty Card – a new Channel of Communication in Marketing

Ovcharenko Ekaterina Yuryevna, commercial Director of «1001 dress» («Center 1001 dress»), Malaya Kaluzhskaya St., 15, build. 4, Moscow, 119071, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gariaev Alexander Sergeevich, general Director of OSMI Cards (LLC «OSMI»), Leninskaya Sloboda St., 26, build. 28, office 132, Moscow, 115280, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Refusal of plastic cards of loyalty in favor of electronic one, storage in one convenient e-wallet is the next milestone in development of loyalty programs. This period has already come and actively promoted in Russia. At the same Wallet (Passbook) is included in the standard pre-installed software for all mobile devices based on IOS and Android. PassWallet is installed optionally on any mobile device based on Android. A loyalty program is a complex, multifaceted system that encourage buyers to make purchases at a specific store. But the results of advertising campaigns depend not only on budgets, but from competently planned action and from applying of more perfect tools. That’s why when the market has a new channel of communication, the company becomes a real chance to increase the loyalty of current customers and to reach a qualitatively new business model. And this chance must not be missed.

Keywords: 1001 dress; dresses; showroom; loyalty program; e-card; plastic card; OSMI Cards; 1C; a new channel of communications; marketing; marketing tools; discounts; bonuses; push-notices; electronic loyalty card.

Possibility of Using the Analytical CRM-Tools to Improve Implementation of the «Healthy Russia» Program

Dolzhenko Ruslan Alekseevich, Candidate of Economic Sciences, assistant professor, Department of Strategic Marketing, National Research University Higher School of Economics; Myasnitskaya str. 20, Moscow, 101000, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Manin Aleksandr Vladimirovich, Candidate of Engineering Sciences, assistant professor, Department of Strategic Marketing, National Research University Higher School of Economics, managing partner of GK «Business-Garden»; Myasnitskaya str. 20, Moscow, 101000, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the possibility of using analytical CRM-tools to solve the problem of increasing the impact of the use of funds in the implementation of the state program «Healthy Russia». Based on a comparison of analytical tools used by the Ministry of Health in implementing «Healthy Russia» program and the largest companies producing tobacco products, shows the advantage of the latter, which should encourage the leaders of the state program significantly intensify work in this direction. Typical goals and objectives of using analytical CRM in practice are concretized.

Keywords: customer relationship management; healthcare; «Healthy Russia» program; analytical instruments; targeted marketing programs.

Botanical Garden as Tourist Object of Vladivostok Agglomeration: Marketing Analysis of Investment Project

Martyshenko Natalya Stepanovna, Candidate of Economic Sciences, Professor at the Department of International Marketing and Trade, Vladivostok state University of Economics and Service; Gogolya str. 42, Vladivostok, 690014, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Loksha Anna Vladimirovna, Candidate of Philological Sciences, Associate Professor at the Department of International Marketing and Trade, Vladivostok state University of Economics and Service; Gogolya str. 42, Vladivostok, 690014, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Modern botanical garden is a strictly protected urban green area for special purposes. The largest botanical gardens around the world are enjoyed wide popularity among tourists. Botanical garden in Vladivostok has a high potential for development. To realize the potential substantial investment in its modernization is required. New economic conditions allow building ambitious plans about entrance tourism development in the region. It is necessary to have a sufficient list of tourist objects that could meet international requirements and are capable to receive large tourist flows at a time. Botanical garden in Vladivostok can become a one of these objects. It can cost effective and also has a high social importance and enhance the city image. By marketing analysis of the investment project «Botanical garden in Vladivostok» following methods were used: methodology of investment projects analysis, methods of logical and statistical analysis. Botanical garden in Vladivostok can be used as very interesting object jointly with other tourist facilities. In this article the list of the tourist objects as central elements is considered. These central tourist objects can be used in conjunction with excursions on the botanical garden. Neighboring to Primorsky Krai states have a high interest in natural objects. Therefore to attract tourists from these countries it is necessary to have enough available tourist objects where tourists can not only feel the unity with nature, but also gain new knowledge about nature. For modernization of the botanical garden it is necessary to build some large halls, which tourists will be able visit all year round.

Keywords: botanical garden; investment project; tourist object; entrance tourism; ecological culture.