Roadmap of Marketing Activities Aimed at Stimulating Export of Russian Agricultural Products

Maissa Emirovna Seifullaeva, Doctor of Economics (Marketing), Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Irina Petrovna Shirochenskaya, PhD (Marketing), Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with the dynamics of export-import of agricultural products of Russia through the prism of the specific economic situation resulting from the introduction of economic sanctions against Russia in March 2014, as well as the retaliatory embargo on the supply to Russia of a number of food products from Western countries. The article analyzes the negative consequences for the EU economy as a result of sanctions, as well as Russia’s economic losses. The conclusion is made about the need to activate the strategy of import substitution. The result of the study is the authors “ proposed roadmap of marketing activities to stimulate the export of domestic agricultural products. The passport of the initiative includes the main activities forming the» core « of the roadmap and designed for 4.5 years. Within the framework of the roadmap, the risks of implementing the strategy were assessed and a schedule of phased (from 2019 to 2024) implementation of measures was proposed.

Keywords: Economic sanctions; embargo; export; import; negative consequences for the economy; import substitution; stimulation of agricultural exports; road map of marketing activities.

Image Formation of Shopping Centers within the Framework of a Two-Circuit System of Marketing Management

Tsimbaev Vadim Valerievich, Postgraduate, Marketing Department of Plekhanov Russian University of Economics; Stremyanny Lane 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is dedicated to the process of image formation as one of the key elements of marketing management of shopping centers. The approaches to image formation are briefly described and its definition is given. A process of image formation consisting of 3 steps is proposed. The process of formulation of a shopping center’s image using such instruments as customer-oriented market definition, contextual segmentation, focus-matrix (with an illustration of the process) and concentric value proposition is suggested. Then the process of image formation with the help of elements of the marketing complex in the framework of two-circuit management of shopping centers is described: for each circuit (tenants and buyers) its own marketing complex is considered. The issue of evaluating the effectiveness of the image formation of a shopping center is considered, parameters that should be included in the assessment system are recommended.

Keywords: shopping centers; image formation; marketing management; marketing of a shopping center’s services; instruments of image formation.

Health Food Consumers Research

Sandrakova Irina Valerievna, Candidate of Technical Sciences, Associate Professor, Head of the Department of Management and Business Technologies, Kemerovo Institute (Branch) of the G.V. Plekhanov Russian University of Economics; Kuznetskiy ave. 39, Kemerovo, Russia, 650992 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Reznichenko Irina Yurievna, Doctor of Technical Sciences, Professor, Head of the «Quality Management» Department, Kemerovo State University; Krasnaya str. 6, Kemerovo, Russia, 650000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The trend towards a healthy lifestyle leads to the fact that Russians want to see healthy foods on their table. Manufacturers are expanding the range, including in it «natural», «environmentally friendly», «organic» products. However, the concept of “eco-product” or “ecological product” and the method of production of such products are still not defined at the state level. In this regard, consumers do not trust this labeling. Conducted marketing research has shown that products for a healthy diet are purchased mainly in traditional stores with varying frequency several times a week. Having identified such products for themselves, consumers try to adhere to a healthy diet, but at the same time save. Not trusting the brand and the signs on the package, confirming the safety of the goods, they pay serious attention to the information presented on the package. Customers receive information about healthy eating products from advertisements at points of sale and on the Internet. The main reason for refusing to purchase healthy foods is the fear of falsification. It is noted that trade enterprises can achieve business growth by offering customers healthy food products.

Keywords: healthy lifestyle trend; healthy food products; organic products; product labeling; marketing research of healthy food products.

Importance of Marketing Activities for the Educational Institution in the New Economic Conditions

Popova Tatyana Sergeevna, candidate of economic Sciences, associate Professor, Department of Marketing and Trade, Kuban state University; Stavropol str. 149, Krasnodar, Russia, 350040 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Maksaev Arthur Anatolievich, candidate of pedagogical Sciences, associate Professor, associate Professor Department of Management and Trade, Krasnodar Cooperative Institute (Branch), Russian University of Cooperation; Mitrofan Sedin street 168/1, Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In recent decades, marketing has penetrated deeper into all spheres of society. Education is no exception. Marketing in the field of education is aimed at stimulating and popularizing scientific activity, creating, promoting and selling educational products. Ultimately, the main functional purpose of marketing in the field of education is the study of the market of educational products and services, analysis of competing organizations, individual educational and scientific programs, as well as market promotion of services and building a system of marketing communications with selected target audiences. Today, various aspects of marketing are present in the activities of most educational institutions, regardless of the level at which they are (pre-school, secondary, higher education, postgraduate training). The leadership of educational organizations primarily implements a policy of promoting their services, conducts market research on the market of educational services, develops marketing plans and implements marketing strategies. The competent use of methods and marketing tools allows you to distinguish an educational institution from competitors, attract the required number of students and make a profit. The article considers an example of marketing activities of the Krasnodar Cooperative Institute.

Keywords: educational product; marketing concept in education; commercialization of education; educational services market; competition in the educational environment.

Marketing Communications as the Basis of Innovative Solutions (on the Example of Novelties of the Large Format Printing Market)

Churkin Alexandr Vladimirovich, Candidate of technical Sciences, associate Professor, Professor of the Department of Technology and Quality Management in printing and packaging production, Moscow Polytechnic University; Bolshaya Semenovskaya str. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sergeev Sergey Nikolaevich, Senior lecturer of the Department «Engineering graphics and computer modeling», Moscow Polytechnic University; Bolshaya Semenovskaya str. 38, Moscow, Russia, 107023, (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Chvyakin Vladimir Alekseevich, Doctor of philosophy, Professor, Moscow Polytechnic University; Bolshaya Semenovskaya str. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

As a means of communication, as applied to the conditions of exhibition activity, it is considered to be the exchange of information and, most importantly, the promotion of goods and services in the market sphere. An important role belongs to the marketing analysis of the event, since this allows you to determine its effectiveness. It was this approach that allowed us to determine at the Advertising-2019 exhibition that Mimaki is currently one of the leading manufacturers of large-format equipment for printing advertising products. At the stand dedicated to printing on textiles, the Mimaki Tx300P-1800 plotter, capable of printing on almost any type of natural and synthetic fabrics, was shown. In addition, Ricoh demonstrated for the first time in Russia the Ricoh Pro T7210, a widescreen flatbed UV printer designed for printing on a wide range of materials up to 2.1x3.2 m in size. Both devices are innovations. The potential of marketing communications in the market of large format printing innovations substantially determines the ability to search for innovative solutions and their implementation, taking into account the segments of this market. From the point of view of marketing at the exhibition, it is advisable to collect data on certain characteristics of technical devices, and if necessary, analysis and clarification of secondary information is important. It is this approach to the study of the potential of marketing communications at the Advertising-2019 exhibition that has allowed us to form representations of current technologies, trends and achievements of the industry, including in the field of large format printing.

Keywords: innovative solutions in marketing; exhibition business; potential of marketing communications; large format printing market; marketing analysis; advertising business.