Customerization of Business: New Horizons of Marketing

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.)

Customerization is a new trend in marketing theory, but in business practice it has already a strong position. Today customerization most common in B2B-relationships, ensuring the reduction of transaction costs, working capital and marketing costs manufacturers and brand owners. However customerization has great potential for the implementation of marketing practices also in the consumer market. The problems in its implementation are related to the mismatch of customerization for institutions established practice e-commerce in Russia. These problems are at the same time slow down and speed up customerization of marketing. Customerization braking due to the high level of development of marketing infrastructure, which serves the preceding forms of promotion. Acceleration customerization due to the widening gap between customerizated and uncustomerizated forms of marketing. The article analyzed the causes, patterns and trends in the spread customerization, makes recommendations for its implementation in practice of Russian producers.

Keywords: segmentation; customization; customerization; inbound marketing; digital marketing; e-commerce; network economy; contract manufacturing; OEM; ODM; OCM; sales funnel; landing page.

Management of Deformations: Marketing Approach in Research Methodology of Deviations and Distortions of the Management Process

Yamilov Ramil Mogatovich, Candidate of economic Sciences, associate Professor of the Department Department «Economics and Humanity Science», Sarapul Polytechnic Institute (branch) of Federal State Budget Institution of Higher Education, Kalashnikov Izhevsk State Technical University; Truda st. 8, Sarapul, Udmurt Republic, 427960, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The aim is to develop new kinds of management based on marketing approach and management based on marketing method to eliminate deformities in management and management process. Results of research. The management methods are shown: resource, industrial, marketing based on the model of economic subject. The dominance of marketing method of management in today’s economy is substantiated. Based on the model of management process the deformations in management and its processes are identified. Deformations of the object and subject of the management process are revealed. The ways of eliminating the deformations in management and its processes are suggested. Management processes are studied according to the model of management processes of the economic subject. They are classified in one-aspect kinds of management and management processes. Following management processes and management are selected: vertical, horizontal, diagonal, complex vertical, complex horizontal, diagonal complex. The concept of faceted (multi-dimensional) management is proposed. This concept is regarded as a way of creating an optimal management structure to eliminate deformations in management and management process. The faceted management is determined as configuration of management obtained by combining one-aspect management and management processes, including management decisions and management reactions. It is shown that the main analytical centre in faceted management is the marketing service.

Keywords: management of deformations; management process; marketing management; one-dimensional management; facet (multi-dimensional) management; management process chain; information.

Mechanism of Effective Management of State Investment Programs and Projects: Scientific Grounds

Vladimirov Sergey Arsenievich, Academician of the Russian Academy of Natural Sciences, Doctor of economic Sciences, Professor, Department of General Management and Logistics, North-West Management Institute of Russian Presidential Academy of National Economy and Public Administration; Professor of the Department of Economics, Management and Information Technology, Private educational institution of higher education «Private educational establishment of higher professional education Saint-Petersburg University of Management, Technologies and Economics»; Lermontovsky prospect, 44, Saint-Petersburg, 190103, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

An innovative methodology of formation the state investment program for a long period to 40 years is proposed in the article. The program consists of rigid («quantronix») series of investment projects at all levels and sectors of public activities, varying according to strict, predetermined by the state numerical values of a limited number of indicators of public investment economic efficiency. These indicators are in a harmonious balanced relationship with the national parameter (rate of discount) approved by prime state management of the national economy. This parameter characterizes the minimum requirements of society to the efficiency of investment projects. The numerical value of this parameter is determined by the authoer’s methodology, in conjunction with forecasts of economic and social development of the country, including the rate of economic growth.

Keywords: macroeconomics; government; investment; efficiency; balance; national parameter of minimum public investment efficiency; programs; projects; regulation.

Conceptual Bases of Development of Investment Marketing

Ziyaeva Manizha Davronovna, Candidate of Economic Sciences, Senior teacher of department of business economics and entrepreneurship, Tajik National University, Lokhuti St. 2, Dushanbe, 734000, Republic of Tajikistan (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author in this article deals the theoretical aspects of investment marketing concept, proves its relevance and importance in the present conditions, and explores the characteristics of marketing investments. Particular attention is drawn to the interrelation of the factors and areas of investment and marketing development, the particular methods and implementation tools to achieve effective development investment marketing. The author defines the marketing investment, as a form of business services, as well as the necessary element of business infrastructure.

Keywords: investments, marketing, investment attraction, business services, business, income, infrastructure, model.

Competitive Environment Analysis of the Packaging and Weighing Equipment Market (Krasnodar Krai)

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.)

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.)

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.)

The approach to the analysis of the market competitive environment based on the main economic and marketing indicators (share, dynamics and market profitability) is described in the article. The authors propose the algorithm to analyze the competitive environment of the market, including: description of the main sources of information for market analysis; assessment of the competitive forces affecting the company; calculation of the main indicators of the competition intensity; definition of the boundaries of outsiders groups, firms with weak and strong competitive position and market leaders; creation a competitive market card; formulation of the enterprise development strategy. The originality of the author’s approach is in the relationship of the types and levels of competition analysis (the assessment of the competitive forces affecting the company and the calculation of indicators for creation competitive market card), allowing comprehensively and deeply to assess the level of competition in the industry. Information obtained in this analysis will allow top-managers to develop a competent and effective strategy for the enterprise development and thus to increase its competitiveness.

Keywords: competitive environment; market of packaging and weighing equipment; economic indicators; marketing indicators; competitive forces; threat assessment; outsiders; firms with weak and strong competitive position; market leaders; competitive card; marketing strategy.