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Specific of Marketing on the Labor Market
The phrase «labor market» in microeconomic theory traditionally has no exact justification. First of all, this applies to marketing. Marketing in a product or service market is simple and straightforward, but marketing and the labor market exist in parallel universes. The contradiction is that, in practice, labor relations are governed by labor legislation and not by the labor market. In the corporate environment, they belong to the sphere of management, but not marketing. In labor relations there is no clearly expressed subject of the transaction and mutual responsibility of participants for the results of labor. This is probably why marketing theory covers all areas of market relations, but labor relations remain outside of it. The development of network technologies has changed the organization of labor. In parallel with the traditional forms of labor organization, alternative forms appeared: freelance, outsourcing, contract manufacturing and others. Today, these forms are rapidly developing outside of institutional regulation and labor legislation. They form a full-fledged labor market, regulated by the interaction of supply and demand, the tool of which is marketing. The article proves the thesis that the modern labor market has a common nature with the markets of goods or services, as well as the fact that the theory of marketing has an important applied value in this market.
Keywords: labor market; marketing-mix; HR-marketing; target marketing; marketing planning; outsourcing; freelancing; contract manufacturing; labor relations; labor transaction; marketing in the labor market; labor organization.
Influence of Image Characteristics of Primorsky Krai on Investment Intentions of Foreign Business
The paper presents the results of study the territorial image characteristics influence on foreign consumers’ investment intentions. The method of data collection was a quantitative survey. The study revealed the factors influencing on Primorsky Krai image formation for investors from China, South Korea and Japan. In particular, it turned out that factors of Primorsky Krai image forming are perceived by foreign investors mainly negatively, especially the level of development of technical regulation, satisfaction of local population with the quality of life and business conditions, stability of regional economy, the level of compliance with law, image of political leaders, the level of development of production and social sphere. In general, they consider the consumer market of Primorsky Krai quite attractive; they are attracted by initiated region’s integration into global economy, available natural resources, efforts to attract foreign investment, the presence of existing investment projects, the geographical location. However, they are not satisfied with the efficiency of state apparatus and the quality of regulatory field. Based on the synthesis of factor, cluster and correlation-regression analysis methods, authors identify and describe 5 segments of foreign investors that differ in behavioral and demographic characteristics. The results presented in this paper prove the existence of a strong direct correlation between territory image and loyalty of foreign business to it: the higher the degree of perceived territory image main elements compliance with the needs of investors, the higher the number of loyal consumers. In addition, the results of the study made it possible to formulate recommendations on the formation of a favorable region image for the main segments of foreign investors.
Keywords: territory image; territory loyalty; foreign investors; foreign business; investment intentions.
Distributed Content Technique as a Method of Increasing the Goods and Services Promotion Effectiveness on the Internet
The article is devoted to the analysis of the key problems of content marketing, available both in the SMM-direction, and in the work with web resources. Identified the main types of content, identified the main shortcomings and common mistakes in working with content. The author’s technique of distributed content is proposed, the basis of which is the combination of different types of content in order to increase the audience of a web resource or community in a social network, as well as to increase the indicators of involvement and activity. This technique allows you to develop an effective content plan that will help marketers in promoting brands, as well as goods and services, to help overcome the negative attitude of users to commercial content.
Keywords: content; Internet marketing; SMM; promotion; social networks.
Screen and Paper: Neuromarketing Aspects of the Offer of Elusive Information
Overcoming the problem of elusive information for the user of the website connected with features of his perception could be based on applying the material «bookmarks» or in other words the accenting elements. A combination of virtual (on the website, at the viewscreen) and of material (paper) elements create the system that provides the conditions being common for everyday life, it is multitouch mental image of an object. Unlike leaflets with the website address, a »bookmark» represents the emphasized link to the particular place in the Internet that is free from excess information and that has the expressed tactile qualities.
Keywords: structure of website; choice on website; navigation; deficiency of attention; neuromarketing; development of promotional materials; viewscreen and paper; multitouch interplay; link; like; SOLL system.
Formation of Innovative Environment in Network Trade as a Condition for Effective Innovation
The article discusses the features of the formation of an innovative environment in trade. The authors argue that the development of network trade, in particular multi-format, to a greater extent meet the needs and demands of buyers. The novelty of the author’s approach is to identify the relationship between the diffusion of technological innovation in trade and the quality of the innovative trading environment. The emergence of new computer programs, the introduction of modern information technology helps to accelerate the innovative processes of trade. To analyze the effectiveness of innovation, the authors used the method of calculating the indicator Like for like, the author’s novelty is to establish the relationship of this indicator and the level of innovation activity of the retail network. The information obtained in the course of such analysis will allow to develop an effective strategy of innovative development of the enterprise and thereby increase its competitiveness.
Keywords: innovation, innovation environment, retail chains, trading enterprises, the level of innovation activity of the retail network, retail, retail.
Assortment Management of Russian Wholesale Company (on the Example of Pet Products Market)
The existing approaches to assortment management are destined more for retail companies and brand owners (vendors), however the wholesale business has its own specifics. The assortment management of the Russian wholesale company can be presented as a three-dimensional model on the one hand, which includes a rigid hierarchy of powers and responsibilities separation in decision-making at the following levels: corporate, business, functional, operational. On the other hand, as the process consisting of 5 main stages: analysis of the assortment (its accordance to the market situation), making changes, promotion of the new assortment to the market, monitoring and evaluation of the results. The assortment of the wholesale company should be coordinated with the company’s strategy, including achievement of planned financial indicators, match to the company’s logistics capabilities, satisfy the requirements of professional and end consumers. Since the assortment of a wholesale company is its product, the issue of making quality management decisions when it is formed refers to the key factors affecting the results of the enterprise’s activities.
Keywords: assortment of wholesale company; wholesale assortment planning; wholesale inventory planning; market of pet products; assortment management of wholesale company; B2B marketing.