Branding of the University – a Unique Positioning Strategy

Shevchenko Dmitriy Anatolievich, Professor, PhD, Head. Department Marketing and Advertising State Humanitarian University; 6 Miusskaya square, Moscow, 125993, Russia; an honorary member of the Guild of Marketers (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article examines the traditional approach to the positioning of the university and the modern model positioning. On the example of the Russian State Humanitarian University considers branding strategy of the university on the basis of new models positioning.

Keywords: positioning; platform, positioning strategy; brand; brand platform; brand of high school; branding; branding of the university; the new positioning of the university; positioning models: elite, niche, massive, local, learning throughout life; Russian State Humanitarian University.

Influence of GeoclimaticConditions of Accommodation on Sensory Opportunities and Sensory Preferences of Russians

Zavorokhina Natalia Valeryevna, pHD, associate professor, department of merchandizing and examination, Urals State University of Economics, 62 Eighth March Str., Yekaterinburg, 620144, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Chugunova Olga Viktorovna, pHD, associate professor, chair of technologies of food, Urals State University of Economics, 62 Eighth March Str., Yekaterinburg, 620144, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Karkh Dmitry Andreevich, Doctor of Economics, vice rector for scientific work, associate professor, Urals State University of Economics, 62 Eighth March Str., Yekaterinburg, 620144, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Article is devoted to research of influence of geoclimatic conditions of accommodation to recognition of the main tastes and the main groups of aromas at the respondents living in various regions of Russia, to discussion of the received results.

Keywords: sensory; preferences; taste; aroma; influence; geoclimatic.

Recommendations How to Improve the Effectiveness of Marketing Activities at the Commercial Enterprise (Transport Company for Instance)

Vinokurova Polina Aleksandrovna, Moscow State Engineering University, 107023 Moscow, Bolshaya Semenovskaya str., 38

The author analyzes the existing problems of marketing activities at the transport companies in his article. He provides the recommendations on how to improve the efficiency of marketing activities at the analyzed transport company. These recommendations can be also used as well for others commercial enterprises which activity consists in rendering services.

Keywords: effectiveness of marketing activities; transport company.

Legislative Regulation of Marketing Models in the State Duma in Housing Area (about on Materials of Round Table in the State Duma)

Мikhayluk Valeriya Igorevna, the candidate of political sciences, Prakticheskiy Marketing; 39-3, prospekt Budennogo, Moscow, 105275, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Licensing law was discussed during round table in the State Duma. It not only lisences governing companies but also establishes mechanism of licensing and insuransing for contractor companies working in housing area. Responsibility of government hasn’t been discussed. Outsourcing can become marketing alternative.

Keywords: outsourcing; outer-source-using; licensing; responsibility; general government.

Live Advertising in the System of Innovative Marketing Tools

Steptchenko Tatyana Sergeevna, Associate professor at the department «Economics and management» of Volgodonsk institute (branch) South Federal University, Rostov region, Volgodonsk, Mira Avenue 47 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Dovbysh Victoria Evgenyevna, Volgodonsk Engineering Technical Institute the Branch of National Research Nuclear University «MEPhI», 73/94 Lenin St., Volgodonsk, Rostov region, Russia 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Proper advertising is the promotion of goods or services, development of brands. Wrong advertising means the lost money and clients. The whole industry is working to find solutions in this area: psychologists, managers and designers. In print the whole pages allocated for advertising. Streets dazzle billboards. The Internet is filled with pop-ups, banners. The TV-advertising is out of words. Live advertising is not new, but from a business perspective is a rarely found marketing ploy.

Keywords: innovation in advertising; live advertising; «Sandwiche-men»; «Pointer-men»; promotions; advertising on clothing; advertising on the human body.