The article discusses the features of promoting construction materials in the market when the company is focused both on the consumer segment (B2C) and the professionals segment (B2B). Recommendations for marketers are given step by step, taking into account factors influencing the decision making process in the market of construction materials, and the behavioral features of different consumer groups.
The article touches upon two innovative approaches to corporate communication. One example deals with the development of information technologies, and the other tells about the elaboration of a principally new, both internal and external, communication system in a company.
The paper studies a problem of optimal insurer’s choice of a risk-sharing policy in a dynamic risk model, so-called Cramer-Lundberg process, over infinite time interval. Additional constraints are imposed on residual risks of insureds: on mean value or with probability one. An optimal control problem of minimizing a functional of the form of variation coefficient is solved. We show that: in the first case the optimum is achieved at stop loss insurance policies, in the second case the optimal insurance is a combination of stop loss and deductible policies. It is proved that the obtained results can be easily applied to problems with other optimization criteria: maximization of long-run utility and minimization of probability of a deviation from mean trajectory.