Purpose: The article aims to reduce the volume of statistical data, necessary for determination the buyer’s structure. The correct clustering of clients is important for successful activity for both commercial and non-profit organizations. This issue is devoted to a large number of studies. Their main mathematical apparatus is statistical methods. Input data are results of buyer polls. Polls are labor-consuming and quite often annoying buyers. The problem of determination of structure (various categories) of buyers by the mathematical methods demanding a small amount of these polls is relevant. Design/Methodology/Approach: The approach offered in this report based on the Jaynes' information principle (principle of maximum entropy). Jaynes idea is as follows. Let us consider a system in which the conditions cannot be calculated or measured by an experiment. However, each state of the system has a certain measured implication, the average value of which is known (or can be defined), and the average result of these implications is known from the statistical data. Then the most objective are probabilities of states maximizing Shannon’s entropy under restrictions imposed by information about average implications of states. Findings: In this work the task of determination of percentage of buyers for computer shop by the average check is set and solved provided that average checks for each concrete category of buyers are known. Input data for calculation are their average checks. Determination of these values requires much less statistical data, than to directly determine relative number of buyers of various categories. Practical Implications: The results are of particular interest to marketing experts. Originality/Value: The article deals with practical situation when initially there are only three different groups of customers. For this case, the problem of maximizing entropy under given constraints reduced to the problem of finding a solution to a system of three equations, of which only one is nonlinear. This is a completely new result
The article analyzes such a marketing tool as event marketing, organization of mega events in particularly. A typology of mega events based on their substantive attributes is presented. The authors assess the advantages and disadvantages of organizing mega events. Despite the fact that the holding of largescale events is traditionally associated with increasing the attractiveness of the places, an analysis of real practices shows that many residents refuse to support these events. The purpose of this article was to analyze the willingness of residents to support mega events, as well as to identify the causes of dissatisfaction of residents with these events on the example of an empirical study of residents of Volgograd, in which one of the stages of the 2018 World Cup took place. Lacks of the interest to football in general as well as lack of the interest to 2018 World Cup were among the main reasons for the residents’ unwillingness to support World Cup in Volgograd. Positive attitude to Volgograd city and football had a great influence to the residents’ willingness to support the 2018 World Cup.
The book is aimed at B1-B2 English language learners majoring in the fields of management and economics (marketing, management, enterprise management, logistics, human resource management). It includes nine chapters covering the areas relevant for building language competencies of a contemporary manager: leadership, team management, freelancing, customer care, marketing and entering new markets, advertising and branding, international cooperation. Each chapter contains active vocabulary sections, exercises for individual and group work aimed at developing professional and language skills of learners.
The book is relevant as it provides the integrated approach to buidling professional and language skills of a manager through role plays, presentations, case studies. The tasks enable learners to develop autonomy and critical thinking skills.
The article discusses the relevance of studying the attitude of residents to mega events as a tool of place marketing. According to the theory of social exchange, residents can be considered as participants in the copro- duction of mega events. However, factors that impede a direct assessment of the attitude of residents to the coproduction of mega events, presented in the final part of the article, should be taken into consideration.
The article provides a comparative analysis of reflection on the boundaries, functions and interactions of PR, marketing and integrated communications of Russian higher education teachers ((conventionally, theorists) and employees of PR agencies and PR departments of companies (conventionally practitioners). The problem of approaches to the definition of areas These disciplines are still relevant and have a certain impact on the Russian communicative practice.
Logistics has passed a long way of development, transformed from one of the directions of marketing activity into an independent field of activity, providing competitive advantages to companies. Nevertheless, marketing and logistics still remain interrelated and interdependent. The problems of interaction between marketing and logistics are recognized by the scientific community, as evidenced by a large amount of materials dedicated to this topic. The aim of the present study is the specification and definition of the problem of cross-functional coordination of marketing and logistics at a trade enterprise, and also defining its solution direction. The study conducted a retrospective analysis of the development of logistics as a scientific and practical field of activity connected to marketing. Various points of view on the mechanism of interaction between marketing and logistics are examined. The most significant obstacles to the coordination of marketing and logistics, often cited in scientific literature, have been identified. Mathematical methods applied for searching for optimal solutions in the logistics systems of enterprises and supply chains have been analyzed. The research was based on the study of Russian and foreign literature sources. As a result, it has been established that marketing determines the level of customer service by setting up the values of a number of indicators which reveal the marketing mix. Some of these indicators are also indicators of the services provided by logistics. The problem consists in the lack of a mathematical model optimizing the values of logistics service indicators. Optimal values are understood as indicator values yielding maximum profit. The problem can be solved through using the methods of mathematical programming. Further research is required, aimed at creating integrated optimization models of logistics systems of trade enterprises, taking into account the marketing solutions and the logistics possibilities. The application of mathematical methods provides a systematic approach to solving the problem, since it takes into account the widely known obstacles of cross-functional coordination and helps eliminate them.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
портовый менеджмент, показатели деятельности, анализ эффективности, система учета, распределение издержек, методы анализа деятельности портовой системы
At present many industries reveal tendency for setting up of vertically integrated companies (VIC) the structure of which unites all technological processes. This tendency proved its efficiency in oil industry where coordination of all successive stages of technological process, namely, oil prospecting and production -oil transportation - oil processing - oil chemistry - oil products and oil chemicals marketing, is necessary. The article considers specific features of introduction of "personnel management" module at enterprises of oil and gas industry.
vertically integrated companies; personnel management