In 2011 marketing became 35 in Russia, if we have as a starting point the foundation of the marketing section at the Trade and Commerce Chamber in February, 1976. The way to this event took almost decade of serious preparatory work in the scientific and practical fields. Thus, marketing in Russia has more than 40 years history, the history of building up grounds for market reforms and their further realization. Alongside with dramatic market changes it had experienced a number of transformations, fortunately keeping strong its basic principles. However, one can hear from young and not very young people, even those who work in business, that marketing in Russia appeared in 1990-s, still not enough developed and more over has quite unclear perspectives for the future. It is true that starting form 2008, in crisis and post crisis years, marked by noticeable down-sizing of many companies some marketing people turned to be in troubles. Does it mean that demand for professionals in this sphere will continue to decline? Is it connected with still acute problems of world economy with their bad impact on more or less all markets and dimensions of business? Or it comes from the local problems of the Russian marketing, reached its middle age crisis without reaching expected maturity? What lessons can we learn from the past to get the vision of the future? What are the perspectives for marketing people in Russia in the next decade, which appeared to bring many changes? The author gives answers on these uneasy questions in the article and makes in-depth analysis her other publications.
Environmental marketing is aimed at satisfying the desires of consumers, taking into account the minimal impact on the environment. Its goal is a growing number of eco-conscious consumers. The article is intended to expand the research base of Russian consumers of environmentally friendly products, identify segments to improve the effectiveness of marketing activities. In a theoretical review, 45 Russian and foreign sources of literature were studied. The empirical part of the work is represented by a quantitative analysis of 280 relevant respondents using cluster analysis, the ANOVA method, and the construction of a classification trees. As a result, two statistically significant segments and two classification trees with the predictive power of 64% and 46% were obtained. It is applied paper that updating the international phenomenon of responsible consumption on Russian material.
The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
The article deals with the concept of co-production as well as with the benefits of its implementation from the producers and consumers points of view. The possibility of using the concept of co-production in the place marketing is discovered. The conceptual model for evaluating readiness of residents to co-produce public good is designed.
The most recent social, economic and political events affected the Russian tourism industry significantly. One of the key problems is the customers’ choice between individual trips and trips organized by travel companies, including so called package tours. Services forming the service package determine the customer’s overall satisfaction with the tour package. This paper examines the influence of the client’s satisfaction on the loyalty and on the sequential inclination to recommend their practices after the tour package consumption. As a result of the study the components of the tour package, influencing the overall customer satisfaction and loyalty were determined as well as their further impact on customer willingness to recommend the tour package and travel company to their respective communities.