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Marketing in a Network Economy: Product Policy in Labor Market
The article continues the author’s cycle of publications on the use of marketing in a networked economy on the labor market.
The network economy transforms marketing through cloud computing and logistics services. Especially significant changes are observed in the modern labor market. As a result of the decentralization of management, the functions of the organization of labor are delegated to external executives – specialized logistics service providers. Labor acquires microeconomic importance and turns into a full-fledged product, the subject of commercial transactions.
Institutional changes in the labor market require new approaches to the interpretation of market relations. Marketing theory can be one of these approaches used as a tool for making management decisions.
The article reveals the features of product policy in the network labor market using the classical theory of marketing. The author substantiates the thesis that the alienation of labor in a network economy turns the labor market into one of the varieties of standard commodity markets. Common product strategies and marketing tools apply in such market. In the modern labor market, the employer is a customer, labor is a product, and workers and intermediaries are performers. The tools and content of the product policy in the labor market are almost identical to the tools and content of the product policy in other types of markets.
Keywords: labor market; product policy; HR-marketing; product strategies; outsourcing; freelancing; contract manufacturing; labor relations; labor transaction; marketing in the labor market; labor organization.
Marketing Impact on Sales Revenue Based on Data
The article is devoted to data-based marketing as one of the effective methods of business management. The article discusses the features and stages of «consumer travel» and their relationship with the basic indicators of the «profit formula». The author identified 17 indicators of the impact on turnover, their priority from the point of view of the theory of constraints and determined the measure of their influence on the integral indicator. The article highlights consistent and accurate methods of marketing impact on the main indicator of economic activity. The author proposed to abandon the linear expansion of the business, go to work on the five basic parameters at the same time and get the opportunity for simpler, faster and easier growth than competitors. The main objective of the article is to transfer the position of marketing in the company from the promotion function to the profit analysis function. This approach to marketing is very different from the “hysterical marketing” model and allows decomposing the business at the stage of its creation.
Keywords: primary customer acquisition; customer lifetime value; marketing investments; lead; average check; potential clients; purchase conversion; marginal profit; behavioral segmentation; loyalty.
Retail Chain Shop Communications Using Influencers in Social Media
Retail chain shop promotion in social media using influencers is described in the article. The author propose analysis of existing approaches to a brand promotion using social influencers, theories that describe buyer behavior under influence of social influencer, conceptual framework of retail chain shop promotion management using micro celebrities. The originality of the author’s approach is in market segmentation based not only on social and demographic characteristics but using also geographic and other characteristics, it is proposed to create communication messages for every of the above mentioned segments and send messages through social influencers. Information obtained in this analysis will allow retail chain shop marketing managers to increase efficiency of brand promotion in social media.
Keywords: social influencers; promotion in social media; retail chain shop promotion; social media promotion strategy; brand promotion management; Facebook; Youtube; Instagram.
Innovative Marketing Technologies in Retail Trade
Innovations in trade – the end result of innovation activity, implemented through the transformation of the trade and technological process. The use of innovative marketing tools is systemic, so this article summarizes the knowledge of marketing technologies in retail. The author’s position is to justify the feasibility of a systemic approach to the operational activities of the commercial enterprise. Marketing and trading technologies intersect in the organizational process. Under the marketing technology, the authors understand a set of interrelated techniques, methods of influence and decision-making, which form the strategy of a trading company to manage its position in the market, to choose and achieve its goals. The method of evaluation of innovative marketing technologies allows to evaluate the effectiveness of their application in the trade and technological process. Use of marketing innovations in trade helps to make management decisions, forms loyalty of the consumer to the enterprise, increases its competitiveness.
Keywords: retail trade; marketing; innovations; marketing technologies; trade and technological process.
Integrative Approach in the Educational Process: Problems and Prospects
The article is devoted to justifying the need to use an integrative approach in the educational process of higher education in such areas of training as “Management”, “Marketing”, etc. Graduates of these areas should be prepared to make non-trivial decisions in conditions of limited information, a high degree of uncertainty and the ever-increasing dynamics of the external and internal environment of social organizations (including enterprises of the business environment, administrative institutions, public organizations, etc.) as objects of management. The reasons constraining innovative tendencies in educational process are analyzed. The author’s algorithm of transformation of existing approaches to the organization of educational process is offered. As a result of this transformation, students, on the one hand, will receive a holistic knowledge in the relevant field of activity, based on interdisciplinary and post-disciplinary analysis and synthesis, and on the other hand, will master the integrative style of knowledge. The novelty of the author’s approach lies in the fact that in the educational process should be ensured the unity of substantive and procedural aspects of the integrative approach, both at the level of the educational program as a whole and at the level of a separate discipline.
Keywords: integrative approach; the informative aspect of an integrative approach; the procedural aspect of an integrative approach; an integrative style knowledge and synthetic knowledge; interdisciplinary and post-disciplinary analysis and synthesis; holistic knowledge.
Development of Evaluation Method of the Competitive Advantages of the Basic Education Programs of Master’s Degree Course at University
This article describes the method of the competitive advantages analysis of master’s degree educational programs in a University. The author offers her algorithm of research which includes four main blocks: the development the factors of competitive advantages of master’s degree educational programs in a University; development the procedure of the competitive advantages indicators evaluation of master’s degree educational programs in a University; the assessment of the indicators of the competitive advantages of a University and its key competitors, comparative analysis; conclusions and recommendations, measures for increasing the competitiveness of master’s degree educational programs in a University. The novelty is in identifying the factors of competitive advantages of master’s degree courses. There are four groups of the factors: education; internationalization; employment; science. The novelty is also in development of the system of evaluation of the competitiveness factors in conjunction with their ranking. To assess the master’s degree programs competitiveness factors, two criteria are proposed: “presence” and “representation in the infomercials”. The research results are proposed to be included in the matrix of competitiveness of educational programs of master’s degree of the University, which creates conditions for the study of strategic approaches to ensure the competitiveness of individual master’s programs and master’s degree of the University as a whole. The use of the proposed method will allow to flexibly adjust the portfolio of educational programs of the University master’s degree and strengthen its competitiveness, and diagnostics of key competitors according to the presented method creates the possibility of comparative competitive analysis and the use of benchmarking tactics.
Keywords: education market; master programs; status of a competitive advantage factor; benchmarking; criteria for assessing competitiveness; competitive advantage factor comparison matrix.