Formation and Implementation Issues of the Marketing Strategy of the City of Irkutsk

Polyakova Nina Vladimirovna, Doctor habil. (Economics), Professor, Department of Management, Marketing and Service, Baikal State University, 11 Lenin St., 664003, Irkutsk, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Zaleshin Vitalii Evgenyevich, MA, Consultant, Baikal State University, 11 Lenin St., 664003, Irkutsk, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Polyakov VladimirVladimirovich, Ph. D. (Economics), Senior lecturer, Department of Management, Marketing and Service, Baikal State University, 11 Lenin St., 664003, Irkutsk, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article contains the delineation of city-marketing of Irkutsk, given on the bases of territory marketing theory. An active marketing work has been performing for last three years and obtains all signs of the system. They are the presence of a high-quality strategic plan of the socio-economic development of the city of Irkutsk till 2030 and more or less successful realization of four private city marketing strategies.
1. Image marketing is presented by the work on the formation of the city brand concept, which is too far from its conclusion and causes different recalls.
2. Marketing of attractions is realized in creation of attractions for tourists and residents of the city and keeping them in a good condition: trade-tourist complex “Block #130”, constructed in the centre of the city, historic rout “Green Line of Irkutsk” and others. At the same time it is impossible but to point out that there are some contradictions between the desire of Irkutians to preserve historic environment of the city and real process of “territory capitalization”.
3. Infrastructure marketing consists in realization of the Programme “The Formation of Comfortable City Environment”, in road mending, constructing and restoration of social infrastructure objects, though there is unstable production volume.
4. Population (Staff) marketing is presented by the programme “People’s Initiatives”, which provides the procedure of public hearings while accepting the projects of the city territories improvement. Such debates often get mass character, though, in fact, large-scale projects are adopted by regional authorities and corporate business community.

Keywords: city marketing; strategy of the socio-economic development of the city; city brand; image marketing; marketing of attractions; infrastructure marketing; population (staff) marketing.

Integrated Marketing Communications of Theatres: Experts` Appraisal of Usage and Development

Khlebovich Daria Igorevna, Candidate of Economics, Associate Professor of Management, Marketing and Service Department, Baikal State University; Lenin str. 11, Irkutsk, 664003, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sergushkina Irina Viktorovna, Marketing Manager, Irkutsk Region Young Spectators’ Theatre n.a. A. Vampilov; Lenin str. 23, Irkutsk, 66403, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the questions of integrated marketing communications implementation in theatres. The theatre is considered as a non-profit and market-oriented organization that operates in competitive environment and looks for strategic alternatives to respond the external environment challenges. The issue of communication strategy elaboration becomes actual as well as the differentiation by means of IMC.
The discussion about the evolution, understanding and structure of the IMC allows to determine that currently IMCs are considered as an organization business process that provides with an effective mutual contact with target groups. As IMC is a concept of the combined using of every type of communications, it is important to appraisal the value and potential of each communication tool for the theatre positioning maintaining and building the target groups awareness about various aspects of theatre`s activities.
To search for answers an expert survey was implemented. A field study was conducted, in which experts from 12 Russian theatres took part. The study allowed to obtain results about the ways of popularization of theatres, the frequency of various communication tools using in current activities, the importance and potential of every tool. Despite the fact that the expertise helped to determine the communication tools – «leaders» and «outsider»s, there is no consensus among the experts about their significance. It confirms the debatable place and role of every tools in IMC complex.
Strategic alternative of development for construction of market positioning is to integrate «marketing» (print and outdoor advertising, sales promotion, website, social networks) and «artistic» (performance trailers, meet-the-artist events, theatre teacher activities, special theater events) tools of communications. In combination they will start to implement the functions of information sharing, education and interaction by means of the «push and pull» approach.

Keywords: theatre`s integrated marketing communications; spectator; communication tool, theatre, expert survey.

Impact of Social Media Reviews on Consumer Trust, Involvement, and Retail Sales

Shilovskiy Sergey Vitalievich, Candidate of Economics, Associate Professor of the Department Marketing, Logistics and Commerce, Far Eastern Federal University; 10 Aiax village, FEFU campus, 690922, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes the impact of social media reviews on brand trust, consumer involvement and retail sales. The article also outlines the factors affecting customer confidence in reviews, presents a conceptual model for managing reviews in social media. The originality of the author’s approach is in describing influence of reviews on sales directly and also through social media consumer involvement. Also the author proposes to generate reviews by buying them and by motivating consumers to make them. Information obtained in this analysis will allow retail chain shop marketing managers to increase efficiency of brand promotion in social media using reviews.

Keywords: reviews; promotion in social media; retail chain shop promotion; social media promotion strategy; brand promotion management; Facebook; Youtube; Instagram.

Using Segment Analysis in Management by a Commercial Assortment

Polygalina Natalia Borisovna, Candidate of Economic Sciences, Associate Professor, Department of Marketing and Management, Perm National Research Polytechnic University; Komsomolsky Ave. 29, Perm, 614990, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Zhukovskaya Svetlana Lvovna, Candidate of Economic Sciences, Associate Professor, Department of Accounting, Audit and Economic Analysis, Perm State National Research University»; Bukireva st. 15, Perm, 614990, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article considers the problems of improving the assortment policy on the example of two trading enterprises. For the selected segments, an ABC analysis was additionally carried out. Two-stage analysis (segmentation and ABC analysis) was developed by the authors to identify distressed and promising products.
Segment analysis was carried out on the first enterprise on the basis of the phases of the life cycle, and on the second enterprise on the basis of the ABC-analysis on product groups.
Empirical studies have shown that the conduct of the ABC-analysis by separate headings in the context of the whole diverse range of commercial enterprises are not always effective: the problem and promising products are not obvious, «lost.» If commodity products have different profitability and demand, carrying out the ABC-analysis of the assortment as a whole for commodity groups will give incorrect results. Therefore, the methodology for carrying out the ABC-analysis has been adjusted by the authors, depending on the specific features of the enterprise and the selected segments.

Keywords: trade enterprises; management of assortment policy; segment analysis; ABC-analysis of sales and profits; problematic and perspective positions.

Marketing and Advertising Support of Hotel Services Sales Management

Denisov Anatoly Yevgenyevich, Master’s student, Institute of Economics Management and Law, Russian State University for the Humanities; Miusskaya sq. 6, Moscow, 125993, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article shows the analytics of the modern methods of marketing, which are currently used to promote hotel services. Competition in the hotel market is very high. Everywhere there are new accommodation facilities, ranging from small hostels to luxury hotels-Islands, the outdated ones are being actively renovated. List of hotel services is growing, the competitiveness of which in this period is particularly dependent on the effectiveness of marketing and advertising. Along with the active use of time – tested, but somewhat lost its effectiveness, marketing techniques, marketing based on scientific and technical achievements is being widely spreaded. The article describes modern marketing methods, such as cross-marketing, content marketing, digital marketing and others, which are already implemented or tested in hotel chains and hotels. The thesis about the optimization of hotel websites is considered, as well as the special role of social media marketing (SMM) as the main tool for promoting and attracting customers to the hotel through social networks.

Keywords: sales management; hotel services; hotel marketing service; hotel selection criteria; discount program; modern marketing methods; cross-marketing; content marketing; digital marketing; social media marketing (SMM).

Workplace Rental or Hiring Employees in Beauty Industry

Shremed Diana Mikhaylovna, Post-graduate student of the department «Humanitarian and socio-economic disciplines». Far Eastern Federal University; Individual entrepreneur, Head of the beauty salon. Admiral Fokin street, 17/2, Vladivostok, 690091, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to the study of the features and problems of renting or hiring in the beauty industry, which today is in constant development; The existing services are constantly being improved and the technologies of new procedures are being developed, which makes the analyzed issue of particular relevance. The main advantages of running a business in the beauty industry through the surrender of the workplace, the article highlights the following: guaranteed income; lack of material costs of the purchase of equipment and drugs, as well as advertising; lack of time spent on accounting and control; obtaining customer base of the tenant. The main disadvantages of this type of business are: lack of security guarantees for the client or loss of control over the quality of the services provided; independent pricing policy at the tenant; violation of subordination and «friction» within the team; risk of not providing services to the client by the tenant profile. To confirm the profitability of such a way of doing business, an analysis was conducted on the example of a business class beauty salon, and as a result, the author came to the conclusion that the rent / hire efficiency in the beauty industry is more than two times less than the classical way of doing business.

Keywords: beauty industry, beauty salon, business management, room rental, salon rental, hiring employees, workplace rental.