Methodical Approach to Assessment of Territorial Image Forming Factors on the Basis of Content Analysis (on the Example of Primorsky Krai)

Bacherikova Mariya Leontievna, Postgraguate of Marketing, Commerce and Logistics Department, Far Eastern Federal University, Suhanova 8, Vladivostok, 690050, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents a methodology for assessing the factors of the territory image formation on the basis of content analysis of publications in the networked media and the results of its approbation on the example of the Primorsky Krai. The results of approbation of the methodology made it possible to identify the main factors of the Primorsky Krai image formation for various consumer groups (population, business, governance – residents and non-residents) and build a static map of the factors shaping the image of the region. It is concluded that the image of the region is assessed in the online media as a whole negatively. It is shown that political factors are most often mentioned in networked media in comparison with other groups of factors of Primorsky Krai image formation, and the most mentioned of them is the image of political leaders of the region, which received the lowest negative rating. The factors of Primorsky Krai image formation, which have the highest importance for the population, are trust in the administration, the level of prices, the condition of roads, social infrastructure, improvement, public catering. For business people the most important factors are tourism, cinematography, sports, organization of international events, the welfare of the region. The discourse of representatives of the governance covers mainly such factors as tourism, investment, Media Summit, hospitality, the level of compliance with the law, the “Far Eastern hectare”. Quantitative analysis made it possible to conclude that the audience «population – residents» gives the most reliable estimate of the main factors of the region image formation.

Keywords: content analysis; territorial image forming factors; image of territory; image of region; Primorsky Krai.

Analysis of Sites of Agrarian Universities for Search Engine Optimization

Plotnikov Andrei Viktorovich, Candidate of economic sciences, Associate Professor of the Department of Management, Perm State Agro-Technological University named after Academician D.N. Pryanishnikov; Petropavlovskaya Street 23, Perm, 614990, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article provides results of the analysis of websites of agrarian universities. Statistics are collected for research in the field of search engine optimization of web pages. Deviations of quantitative indicators of factors are determined from the leader sites. The paper provides that applying search engine marketing for the promotion of higher education organization is important to pay attention to the following factors: the amount of text in words, the semantic core, the number of exact occurrences of the keyword phrase in the text, the percentage of words entering the query into the text, the percentage of keywords entering from the query into the tag Title, percent of entry into anchors of outgoing links, the percentage of occurrence of word forms, synonyms in the text, the number of relevant documents for the Title tag, the number of internal URL links, external links to the domain and the Thematic Citation Index. Compliance with the principles of search marketing improves the visibility of the site in the search engines and increases the number of visits to the site and, accordingly, conversions to consumers.

Keywords: universities promotion campaign; internet-marketing; e-marketing.

New Methods for Media Strategy Development in Economic Crisis Conditions

Sysoeva Tatiana Leonidovna, Ph.D, Assistant Professor of Marketing and International Management Department, Ural State University of Economics, 8 Marta/Narodnoy voli street 62/45, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Timokhina Galina Sergeevna, Ph.D, Assistant Professor of Marketing and International Management Department, Ural State University of Economics, 8 Marta/Narodnoy voli street 62/45, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Khudyakova Tatiana Stanislavovna, Senior Teacher of Quality Management Department, Ural State University of Economics, 8 Marta/Narodnoy voli street 62/45, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the changes that occurred during the last decade in the development of the media strategy at the enterprise. The media strategy development is under the economic crisis pressure, the companies are focused on marketing cost optimization, more detailed analysis in order to involve the efficient media channels. The economic crisis has a negative issue both for the customers and for the company’s employees, who are responsible for media strategy development. The requirements and expectations are becoming stricter; the resources for goals achievement are limited. The algorithm for media strategy development emphasizes the attention to the first stages, where the setting aims, the efficient of criteria are becoming the crucial. The list of media carriers chosen and used by advertisers is changing. Internet advertising and «new media» are an integral part of the company’s modern media plan. The article based on in-depth interviews survey with marketing and advertising managers for foreign automobile brands at regional market of Yekaterinburg, Russia. The comparative analysis of two media plans for 2007 and 2017 permits to reveal the significant differences in media preferences and cost structure for brand promotion.

Keywords: media planning; media strategy; advertising strategy; media choice in economic crisis conditions; media strategy algorithm; brand promotion.

Main Motives for Choosing and Acquiring a Profession by the Cadets of the Russian Federation Aerospace Forces Educational Institutions

Voronov Alexander Alexandrovich, Doctor of Economics, Associate Professor of the Department Marketing and Trade Deal, Kuban State University; Stavropoljskaja 149, Krasnodar, 350040, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Garkovenko Veronika Eduardovna, lecturer of Enterprise Economy Department, Krasnodar Filial of Plekhanov Russian University of Economics; Sadovaja 23, Krasnodar, 350002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Filin Dmitry Vasilyevich, Applicant of the Department Management and Trade Deal, Krasnodar Cooperative Institute; Sedina 168/1, Krasnodar, 350015, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.).

The shortage of entrants, the decrease in the number of applicants, the low level of satisfaction with the learning process and the higher education received are all modern realities of the Russian educational system. At the same time, the educational institutions of the Russian Federation Aerospace Forces, using a wider range of patriotic images in comparison with standard educational technologies, and also continuously monitoring the degree of satisfaction of cadets with the chosen specialty, provide a qualitatively higher professional, moral and patriotic level of graduates. The article is devoted to the disclosure of the specifics of the model of the behavior of entrants in the selection of the military profession, as well as its modification in the course of training.

Keywords: marketing research; education marketing; model of the entrant’s behavior in the choice of military profession.

Machinery Production Competitiveness Estimation

Sokurenko Valeria Andreevna, Ph.D. Student, Vladivostok State University of Economics and Service, Gogolya 41, Vladivostok; 690014, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The proprietary methodology of machinery production competitiveness estimation procedure based on emotional theory of sales is presented. It is stated that in the process of making a purchase decision a customer is motivated by the ability of a product to satisfy his demands. Emotions indicate the satisfaction of the customer. The competitiveness differentiators of the following machinery production groups were determined: handling machinery, road-building machinery, mining machinery, agricultural machinery and municipal machinery. The methodology includes 4 stages: consumer attractiveness factors determination; consumer attractiveness factors valuation; consumer attractiveness factors calculation; comparison of competitive models consumer attractiveness. The competitiveness estimation objectivity is provided by the analysis of sectorial, appliance and exploitation features.

Keywords: competitiveness of products; evaluation of product competitiveness; emotional theory of sales; machinery production.