Content Marketing is B2C Market’s Tool for Industrial Market

Yakovenko Ekaterina Valentinovna, Marketing manager of Trade House of Teplocom Holding, Ltd.; 45 Vyborgskaya Emb. St. Petersburg, 194044, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of this article is an acquaintance with the innovative technologies of content marketing borrowed by the industrial companies from B2C market and adapted under the needs. B2B companies are compelled to look for non-standard approaches for attraction new customers and retaining of existing clients in high competition’s conductions. In own searches B2B suppliers address to experience of B2C companies. The last differ by originality and novelty of used tools in B2C market. The analysis of the existing technologies of content marketing which are traditionally applied by industrial suppliers is provided in article. The statistical data which reflect the popularity and the efficiency of used tools are provided in this article. An attempt of identification of the new technologies of content marketing which are earlier not involved in the marketing campaigns of B2B organizations is made. Comparison of content tools, innovative for B2B, to similar technologies from the B2C sphere as source of these new decisions is carried out. Theoretical researches are supported with real examples of loan and adaptation of innovative solutions from B2C market by industrial companies. Also tendencies of development of content marketing technologies for the B2B sphere are revealed. Thus the set of theoretical material and practical experience of the large industrial enterprises which tested and shared results of application of innovative technologies of content marketing in the markets is presented in article.

Keywords: content marketing; social networks; social platforms; digital-marketing; Internet marketing; B2B market; industrial market.

Marketing Interaction with Customers in the Social Network Facebook

Berkutova Elena Aleksandrovna, Graduate student of department “Economics of Innovation”, Lomonosov Moscow State University; Building 1/46, Leninskie Gory, Moscow, 119234, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is structured in two sections, which are presented: 1) author’s classification matrix of post parameters (the parameters of success of communication with consumers in social networks); 2) current policy of communication between the companies represented in the B2C segment and customers in the social network Facebook; 3) author’s model of effective communication with consumers in the social network Facebook for the companies represented in the B2C segment. It is concluded that at the current stage of development of the social network companies mostly learned how to build effective communication policy. The practical significance of the study is that the model of effective interaction with the consumers in the social network Facebook for the companies represented in the B2C segment, it is a turnkey solution that can be successfully used by companies in practice.

Keywords: internet communication; B2C; group brand; social networks, Facebook.

Influence of Marketing Environment on Consumption Traditions of Russians

Ramazanov Ibrahim Agaevich, Doctor of Economic Sciences, Associate Professor, Professor of the Department of technology and sales management at Plekhanov Russian University of Economic; 36, Stremyanny Lane, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Paramonova Tatyana Nikolaevna, Doctor of Economic Sciences, Professor, head of the Department of technology and sales management at Plekhanov Russian University of Economic; 36, Stremyanny Lane, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Uryasyeva Tatyana Ivanovna, Candidate of Economic Sciences, Associate Professor, Assistant Professor of Department of technology and sales management Plekhanov Russian University of Economic; 36, Stremyanny Lane, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rapid changes in the marketing environment, developments in recent years have led to the creation of new and the fading of the old traditions of food consumption. Certain types of food products that have recently been considered exotic for the Russians, serving mostly emotionally-psychologists-technical requirements, have acquired the status of traditional foods povsednego demand. These changes resulted in a change in the emotional-sensual consumer reactions to price fluctuations, for enabling activities trading companies have a significant influence on the formation of consumer preferences. Situation updates outlined objectives global change research marketing environment, have a direct impact on the formation of new traditions of consumption, which in turn affect the needs of the population, transforming them from the emotional, symbolic status in functional. Market research of citrus fruits and banana market allowed for the first time identified the fact that certain types of goods (bananas and citrus fruits) are used to meet the functional requirements of day-to-day goods and steel, traditional food consumption. Negative emotional reactions of buyers at higher prices on the goods manifest is weaker and the population continues to buy them. Scientific tools for determining the status of traditional food for consumption is a proposed method of calculating the index of consumption traditions.

Keywords: consumer behavior; the tradition of consumption; sustainability index traditions of consumption; latest consumption; banana market; Citrus market.

Product Portfolio Formation in Cosmetics Industry Enterprises in Russia Using Matrix Methods

Korchagova Larisa Alekseevna, Candidate of economic sciences, Associate Professor, Department of Marketing and Advertising, RSUH, Institute of Economics, Management and Law; 6, Miusskaya sq, Moscow, 125993, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Li Larisa Vissarionovna, Marketing department specialist of “Martines Image” group of companies; 53, Lyusinovskaya str., Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Balanced composition and structure of trade items in the portfolio allows the company to operate effectively in a competitive market. This article discusses various matrix methods for the formation of optimal product portfolio. The article contains practical example of the use of the matrix method for the cosmetic industry. According to the constructed matrix of BKG offers on further development of the allocated groups of goods in a product portfolio of the Kalina company are developed. Matrix models in combination with other methods allow performing comprehensive analysis and develop an effective strategy of activity of the company on a market.

Keywords: product portfolio, portfolio analysis, trademarks, assortment policy, matrix models, the cosmetic market.

Quantitative Assessment of Competitiveness of Agricultural Tractors on the Basis of Calculation of Cost of Work’s Hour

Martinenko Oksana Vladimirovna, Candidate of science (economy), docent, docent of chair of management Kaliningrad’s filial of Russian university of cooperation; 17 K. Marks street, Kaliningrad, 236022, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Article is devoted to representation of results of author’s research which purpose was modeling of competitiveness of agricultural tractors on the basis of modern quantitative methods. In work the methods of statistical supervision and the functional and cost analysis with creation of quantitative model of competitiveness of product samples were applied. The outcome of the research was the calculation of the competitiveness of agricultural tractors, and the rating of competitiveness on the basis of cost of work’s hour. The calculated competitiveness indicator objectively characterizes the comparative consumer value of a concrete model of agricultural tractor construction, allows to reveal and characterize the average level and problem zones of the current and perspective samples regarding a technological level.

Keywords: the competitiveness of industrial products, modeling of product competitiveness, the model of the competitiveness of the agricultural tractor.

Advertising Market in Russia: Historical Notes and Current Trends

Shevchenko Dmitry Anatolyevich, PhD, professor of marketing and advertising of Marketing and Advertising sub department IEML of the Russian State University for the Humanities, honorary member of the Guild of Marketers; 6 Miusskaya area, 125993, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of the article is to assess the current state and prospects of development of the advertising market in Russia. The article presents a brief description of the major historical periods of the formation and development of the Russian advertising. 1. Phase inception of the advertising market: the shock (1990—1995). 2. Stage of growth of the advertising market (1995—1998). 3. Modern stage of maturity of the advertising market (from 2000 to present). The author dwells on each segment of commercial communications, make up the structure of the advertising market in Russia. Drive valuation for each of the segments of the Russian advertising market and substantial their characteristics, reflecting the main trends and prospects of development of the main types of Russian advertising: television, radio, print, Internet advertising, BTL advertising, outdoor and indoor. Particular attention is paid to the development of new areas of Internet communications. The article uses the analytical expertise and comparative research methods, which are based on open sources of information, such as analytical articles in the Internet, materials and results of research of the Association of Communication Agencies of Russia — ACAR. As a result of the study assesses the status and forecast of further development of the main types of advertising of the Russian market.

Keywords: The advertising market in Russia; mass media, new media, marketing communications, outdoor advertising, advertising in cinemas; advertising and souvenir industry.