Marketing of Folk Art Crafts

Shevchenko Dmitry Anatolyevich, Doctor of Economic Sciences, Moscow Polytechnic University; Bol. Semenovskaya str. 38, Moscow, 107023, Russia; Honorary member of Guild of marketers (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The Russian state aspires to support the enterprises of folk and art crafts. Products of folk art crafts are not in high demand, especially in the Russian ethnic community. Perhaps in such a «fast» age people have forgotten how to enjoy the beauty, enjoy the communication with the products of folk art, do not understand their value. At the session of the discussion club at the Moscow Polytechnic University, with the participation of the Higher School of Management and Law and the Marketers Guild, a challenging and ambitious task was set: to find algorithms for integrating folk and art crafts into the contemporary culture of Russia. For marketers, it was a big surprise to learn about the existence of such a unique professional direction, which also needs marketing. We are used to dealing with commercial structures, sometimes less often, with non-profit structures and the same marketing. Marketing of this direction has a special meaning and content. This article is an attempt to analyze the current situation with folk and art crafts in Russia and to formulate goals and tasks, which marketers should solve.

Keywords: marketing; folk and art crafts; promotion; the cultural code; social identification; traditions; social marketing.

Adoption of Consumer Decisions in the Context of Bounded Rationality

Zotova Elizaveta Pavlovna, Aspirant of the Faculty of Economics, Lomonosov Moscow State University, b. 46, 1, Leninskie Gory, 119991, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

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

The article describes an experiment conducted to study the decision-making process about the purchase of a product promoted by taking into account bounded rationality. The purpose of the experiment was to identify factors that influence the decision of consumers when making purchases online. A questionnaire was conducted, which allows users to segment by age and behavioral aspects of making purchases online. Questions were suggested that should be answered after viewing the two sites of online stores, one of which used techniques to promote the product in the light of limited rationality, while the other did not. As a result of the study, it was found that the majority of respondents chose the website which taking into account limited rationality of consumers, preferring to buy the goods on it. The leading three of consumer motivators included the availability of comments from users, the convenience of navigation and the content of the site, a sense of personal, personalized communication with each consumer. An interesting result was that not every material incentive (bonus gift) prompts the consumer to make a purchase.

Keywords: product promotion; promotion in online-shop; bounded rationality; sensual marketing; consumer decision taking.

Research of Financial Services Consumers’ Behavior: Responsible Attitude to Obtaining Credit

Abaev Alan Lazarevich, Dr. of Sciences (Economics), Head of Marketing and Advertizing department, RSUH, Miusskaya Sq. 6, Moscow, 125993, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Korchagova Larisa Alekseevna, Cand. of Sciences (Economics), Associate Professor of Marketing and Advertizing department, RSUH, Miusskaya Sq. 6, Moscow, 125993, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents a review of results of the marketing research undertaken by the department of Marketing and Advertizing of Russian State University for the Humanities (RSUH) in 2016. The research was dedicated to the problem of financial literacy of consumers. One of the aspects studied was responsible attitude to borrowing. The portrait of a modern borrower was created on the basis of the study, the most popular types of loans were determined. The study showed that current level of financial literacy of the majority of Russian citizens does not correspond to the level of development of the financial system. The consumers mostly base their decisions on their own experience which often leads to wrong financial decisions. The research confirmed importance of the problem of financial literacy of the consumers. The responses showed different level of trust the consumers feel towards information obtained from state institutions and market actors that provide financial services and could participate in increasing the financial literacy of citizens.

Keywords: research; financial literacy; responsible behavior on financial market; loans; lending; sources of information.

Retail Trade of Kuzbass: State and Prospects of Development

Sandrakova Irina Valeryevna, Associate Professor, Dean of the Faculty of Distance Education, Kemerovo Institute (branch) of the Plekhanov Economic University, Kuznetskiy Ave. 39, Kemerovo, 650992, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Stratienko Lubov Alekseevna, Director for Marketing and Advertising of JSC «Gulliver», Molodezhny Ave. 11, Kemerovo, 650070, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Analytical review of the state of retail trade in the Kemerovo region (Kuzbass) contains basic information on the dynamics of trade in current and comparable prices for the period 2014-2016, the main trends in the organization and development of retail trade in the region. Among the factors influencing the development of regional trade, a high level of competition from retail network organizations from other regions, a standard of living of the population of the region, a lack of own financial resources from trade organizations and problems of attracting investments are highlighted. The achievement of target indicators of the Kemerovo region Trade Development Programs adopted in 2011 and 2015 is assessed. This allowed to identify the main prospects for the development of retail trade in the Kuzbass. The information obtained during the analysis carried out in the article will allow the heads of trade enterprises to create an effective strategy for their development.

Keywords: retail trade of Kuzbass; factors affecting the development of regional trade; standard of living of the population of the Kemerovo Region; Trade Development Program in the Kemerovo Region; target indicators of trade development.

A Study of the Attitude of the Modern Russian Organizations to Practice Tactical and Strategic Marketing Actions for Personnel

Demyanchenko Natalya Vasilyevna, Candidate of Economics, Associate Professor of the Department Management, Krasnodar Filial of REU im. G.V. Plehanova, Sadovaja 23, Krasnodar, 350002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nowadays the studies of practical application of marketing tools with regard to the staff of modern Russian organizations are rather rare due to their specificity: the need of a national scale, the requirements for concentrated sample, the lack of immediate economic benefit. At the same time the implementation of the full marketing functions of corporate staff management requires detailed justification. The author implemented a specialized study describing the practical experience and the results of advanced marketing methods and tools when applying for a job, in the course of employment and dismissal of staff of the largest Russian organizations. The results of the study will be useful to practitioners and researchers of labor productivity growth based on the low-budget management and marketing technologies.

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

Regional Marketing as Innovative Management Method for Territorial Development

Pogorilyak Boris Ivanovich, Senior Lecturer, Marketing Department, Plekhanov Economic University, Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shishkin Anatoly Viktorovich, Doctor of Economic Sciences, Professor of Marketing Department, Plekhanov Economic University, Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Murtuzalieva Tayra Velimagomedovna, Candidate of Economic Sciences, Associate Professor of Marketing Department, Plekhanov Economic University, Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In circumstances where not only the whole countries, but also certain regions integrate in world economy and internal fight of regions for streams of financial, qualified labor and other resources increases, the need of use of new administrative methods of regions development comes to the forefront. The regional marketing represents one of such methods reflecting an innovative role of region as an independent good and possessing set of tools for effective management of region’s marketing potential. The methodology of classical marketing, in particular marketing mix, is considered in this article in a new context proceeding from the purpose of demand formation by the region and the maximum satisfaction of target groups of consumers’ needs both on external and internal markets.

Keywords: competitive advantages; positioning in the target markets; regional marketing; consumer value and attractiveness of the region; marketing potential of the region.