This paper is devoted to the analysis of customer experience presented in reviews on Russia’s online stores, published on the Internet. Sample from the base of Russia's largest platform for e-commerce –Yandex.Market was used as the data for this study, containing more than 150,000 customer’s reviews. The objective of the study was to analyze customer reviews on stores and products, to identify factors that affect customer satisfaction.
The article discusses the controversial concept of marketing for non-profit organizations. The existing theory of marketing for non-profit organizations developed with borrowing some concepts from the social sciences. From sociology, organizational behavior and anthropology were borrowed the concept of the organization as an open system, motivation, self-interest, bilateral voluntary exchange. Alternative concepts of organization, motivation and relationships with the environment created within the social sciences, allow to formulate an alternative approach to the study of non-profit marketing organizations. Recommendations for future research are offered.
The article examines the issue of social media opportunities capitalization for the purpose of marketing analysis and further decision making in hospitality management. Based on the data collected by the on-line panel survey the path-model explaining the liasion between hotel choice factors, overall customer satisfaction with hotel services and willingness to recommend the particular hotel in social media by placing an on-line review was built.
The present study analyzes the prospects of the development and positioning practices of one of the fastest growing HoReCa-segments in large cities of Russia.
This study responds to a number of questions:
- Which forms of differentiations from competitors are the most demand among the researched cafes in big cities in Russia?
- What constraints and enabling factors of musical café format are the most important at the present?
- What is the potential in the segment?
- Which differentiation directions for music café are the most popular among customers?
- What marketing practices for these institutions are the most common?
The article describes theoretical aspects of using marketing in work of NCOs. The paper argues that the concept of marketing is worth to expand to the study of nonprofit sector, market orientation as a form of realization of the concept of marketing in non-commercial organizations has been analyzed both as a philosophy, giving rise to a certain organizational culture, and also as an organizational behavior. Difference between profit and non-profit areas in marketing terms is analysed, problems of NCOs such as defining target market, way of exchange, competition, request to be open for marketing among heads and employees are described.
The article discusses application of marketing in activities of nonprofit organizations. Based on all Russian survey of NGO leaders (2015, N=850) we describe marketing activities of Russian NGOs, suggest their classification according to the form of the marketing activities they use. We analyze correlations of marketing activites and different aspects of functioning of Russian NGOs related to organizational characteristics and management specifics.
We conclude that marketing activities are positively correlated with a larger number of employees and volunteers, young age of the NGO's head, his or her second higher education degree or PhD, large geographic reach, larger number of stakeholders involved in an NGO's activities, higher transparency, higher self-assessment for the previous year.
The article examines the nature and components of the customer relationship management (CRM). The preconditions of its occurrence and the typical CRM implementation aims and objectives are highlighted. The operational and analytical CRM component are delineated. The capabilities and limitations of marketing research and CRM as a source of information for making strategic management decisions are compared. The features of marketing research for solving typical CRM tasks are highlighted. It is shown that the key to the formation of high customer loyalty is the effective use of CRM. The possibilities of integration the marketing research and CRM functions in the company are studied. The key responsibilities and competencies required of employees of marketing departments in these conditions are highlighted.
The article discusses theoretical aspects of marketing approach to fundrasing in nongovernmental organizations. The author analyzes the marketing concept of fundraising, discusses major approaches to its measuring and provides and in-depth account of its major components: collecting information about needs, preferences, motives of donors, distribution of information between employees and departments of an organization, coordinated response initiated on the basis of this information and providing for planning and realization of marketing programs.