Marketing in Education. Article 1. Understanding the Basic Approaches and Tools

Shevchenko Dmitry Anatolyevich, Doctor of Economic Sciences, Head of the Department «Marketing in sphere of science and technology» in Moscow Polytechnic University, Honorary member of Guild of marketers (GM); str. Bol. Semenovskaya 38, 107023, Moscow, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The basic theoretical approaches to the analysis of the educational services market are under consideration in the article. The issues of interaction between educational organizations and state are concerned. The relationship and the legitimacy of the concepts of «educational program» and «educational services» are clarified. The explanation of education as a public good is given. Central provisions of the educational services marketing, the methodology of analysis levels of the educational market are under review. Competitiveness of the organization, the nature of demand and supply by specific subjects of the educational market are discussed.

Keywords: educational organization; educational program; «paid educational services»; market of education; marketing of educational services; state and market; competition; demand.

Electronic Currency in Modern Legal and Economic Challenges (Materials of Parliamentary Hearings in the State Duma of Russian Federation)

Mikhalyuk Valeria Igorevna, Candidate of Political Sciences, the journal «Practical marketing», Deputy editor; Budennogo avenue 39, build 3, 105275, Moscow, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The need for legal regulation of virtual currency in connection with their possible wider introduction in the economic circuit is considered in the article. Blockchain requires the technology growth in terms of the electronic money development. Two scenes of blockchain are shared: open and closed. Future electronic equivalent of the universal currency relies on the versatility of computer intelligence. It is able because software and hardware conclude transactions on behalf of their clients without legal support of deals. This technology is attractive to the commercial sector, but it also can be used in the state sector. Virtual money can help by creating a databank that allows adjusting the action and ensuring the transactions security. Blockchain don’t eliminate corruption schemes, it can simply reduce their number. The introduction of cryptocurrency may not be today, but it’s the near future.

Keywords: cryptocurrency; virtual currency; legislative aspects; volatility; bitcoin, technology information exchange; blockchain.

Modeling the Marketing Development on the Analysis of Global Market Trends of Products for Children Care up to 3 Years

Shelepova Elena Viktorovna, Postgraduate student of Marketing and Advertising Department, Rostov state economic University (RSUE); St. B. Sadovaya 69, Rostov-on-Don, 344002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The aim of this article is to present the development trends of the global market of products for children care up to 3 years and to develop marketing models that include the dominant values description, principles, tools and means of promotion with the differentiation depending on the market characteristics and on various children products features. The results of this research are based on secondary research by using data from Nielsen, as well as analysis of major factors that have a decisive influence on market processes. The participants of children products market could use the presented models to solve marketing problems, to achieve compliance between promotion tools and mechanisms and innovation characteristics of products for children and also the changing consumer behavior of parents.

Keywords: children marketing; children goods; the market for children care up to 3 years; baby catering; diapers; innovation.

Effectiveness of Recreational Organizations Marketing: Methods and Evaluation Indicators

Vyazikova Galina Vladimirovna, Candidate of Economic Sciences, senior teacher of Management Department, Orsk Humanitarian-Technological Institute (branch) Orenburg State University; Mira Ave. 15A, Orsk, Orenburg region, 462403, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Current state of the recreational services market shows that the organization don’t pay sufficient attention to marketing activities in this sphere. Providing services without marketing tools leads to the fact that recreational organizations are unable to create a group of loyal customers, lose some of their profits and their market share. In addition, organizations of this sector can not use the standard approaches to the analysis of marketing efficiency. This is due to service specific features and the complexity of determining the factors impact on the result. Thus the evaluation of marketing is an important task for the recreational organizations management. The system of indicators for marketing evaluation of recreational organizations at various levels of management is presented in the article. This system deals with the overall impact and effectiveness of each element of the marketing mix.

Keywords: recreational services; marketing evaluation; system of marketing indicators; marketing mix.

Marketing Strategies of Russian Companies during Recession of Purchasing Activity

Uryasyeva Tatyana Ivanovna, Candidate of Economic Sciences, Associated Professor of Trade Policy Department at Plekhanov Russian University of Economic; Stremyanny Lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nikolaeva Tamara Ivanovna, Doctor of Economic Sciences, Professor of Trade Policy Department at Plekhanov Russian University of Economic; Stremyanny Lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the Russian enterprises development in conditions of economic recession issummarized.It is concluded that the necessity for accelerated investment in the marketing strategies development and implementation is defined by macroeconomic realities. Marketing strategy and tactic used by successful companies to sustain business developmentare defined in the article. An efficient adaptation of value proposition to the current rapidly changing consumer preferences is one of the main conditions of growth. The policy of import substitution allows in general optimizing the range, works to maintain the customer perception of value proposition. That is necessary for customer retention and their loyalty. The results of the analysis can be used by Russian enterprises during marketing activity in conditions of economic recession, during the corporate and marketing planning based on the new understanding of marketing information role in today business.

Keywords: marketing strategy; recession of purchasing activity; strategic factors of growth; sustainable business model; diversification; strategy of cost reduction, import substitution.