Скрытый маркетинг: его особенности, сильные и слабые стороны
"Buzz marketing" can be considered as an alternative strategy, aimed the creation of preferences among potential clients and generates demand. Therefore, this progressive marketing tool offers significant opportunities for the company. The growth in popularity of social media among online consumers gave a possibility to define marketing as a massive exchange of information among the users by means of social networking. Companies intending to use the social networks as a basis for the promotion of goods or services, will inevitably face the problem of getting a positive response from the universal and almost uncontrollable mass of users. Segmenting users of the social network we must take into account the appropriate values for each segment. Consequently, it is necessary to determinate the peculiarities buzz marketing and clearly understand it’s role on the way of being included into the classical marketing promotion strategy.
The purpose of this paper is to broaden current view of customer orientation by exploring the specific forms of customer orientation in the Russian market. The investigation of the particularities of the customer orientation in Russia is in line with the current trends in marketing theory and instrument development and their adaptation to emerging markets. The new complex scale to measure the customer orientation consisting of 24 indicators was adopted from the different customer orientation scales used in the developed markets. Then a quantitative survey based on an adopted complex questionnaire was conducted. The research sample includes 313 managers from a cross-sectional sample of the Russian companies from various regions. The sample includes both b2b and b2c companies producing both products and services. The article includes a factor and cluster analysis that shows that forms of customer orientation are common for the Russian market. Empirical results of the cluster analysis shows that some specific forms of customer orientation are widely found in emerging Russian market and the characteristics of the customer orientation differ dramatically from those on developed markets. Research limitations include the limitations of the quantitative method approach. The sample of 313 companies cannot be representative for the whole general population of the Russian companies. Also mixed-method approach can be applied to investigate the specifics of the customer orientation of the Russian companies in details. The limited amount of research focused on customer orientation in the Russian market outlines a poor level of marketing development of the Russian companies. This paper sheds the light to the specifics of customer orientation in the Russian context. The cluster analysis shows that some specific forms of customer orientation are widely found in emerging Russian market. The paper provides researchers and practitioners with the insights into customer orientation specifics existing in the Russian market. This knowledge can be also helpful for foreign companies entering the Russian market. Although considerable research has been devoted to marketing in developed markets, little attention has been paid to marketing in emerging markets. Previous research has shown that customer orientation concept is not well-studied in the context of the Russian market. The complex scale was tested for the first time in the Russian market. The analysis shows that some specific forms of customer orientation are widely found in emerging Russian market and the characteristics of the customer orientation differ dramatically from those on developed markets.
The article presents peculiarities of client orientation in different industries in Russia. Some practical advices "how to increase client orientation" are given by experts.
This paper proposes a conceptual approach to take into account both short-and long-term effects of marketing activities in enterprises across the value chain and developed a set if new indicators that allow for the analysis of the contribution of companies involved in creating value for customers in the aggregate terms across the value chain. This paper integrates the concepts of network relations, value chain management and inter-firm marketing effort that focus on customer orientation. Based on this conceptual basis we propose a sequence of actions that can translate these concepts into measures and indicators that allow a firm to understand their role in creating sustainable value. These measures are then validated through the analysis of customer orientation marketing approach.
In the article, the problem of assessing and managing the client orientation of staff in service units of the organization as an example HR-units relative to internal clients is studied. Given the transformation of the role of economic actors highlighted the relevance of improving client orientation in domestic organizations. The causes that determine the value of increasing the client orientation of HR-department employees are highlighted. The possible tools of assessment and development the client orientation of staff in department of Human Resources are described.
Business Enlish practice tasks and texts for the development and mastering of Business English Vocabulary.
The paper examines the structure, governance, and balance sheets of state-controlled banks in Russia, which accounted for over 55 percent of the total assets in the country's banking system in early 2012. The author offers a credible estimate of the size of the country's state banking sector by including banks that are indirectly owned by public organizations. Contrary to some predictions based on the theoretical literature on economic transition, he explains the relatively high profitability and efficiency of Russian state-controlled banks by pointing to their competitive position in such functions as acquisition and disposal of assets on behalf of the government. Also suggested in the paper is a different way of looking at market concentration in Russia (by consolidating the market shares of core state-controlled banks), which produces a picture of a more concentrated market than officially reported. Lastly, one of the author's interesting conclusions is that China provides a better benchmark than the formerly centrally planned economies of Central and Eastern Europe by which to assess the viability of state ownership of banks in Russia and to evaluate the country's banking sector.
The paper examines the principles for the supervision of financial conglomerates proposed by BCBS in the consultative document published in December 2011. Moreover, the article proposes a number of suggestions worked out by the authors within the HSE research team.