Глава 5. Сегментирование, выбор целевого рынка и позиционирование товара
The use of spatial systemic paradigm in the context of market relations in Russia presupposes complex research of how the subjects of marketing space interact with each other. Spatial science, as an area of interdisciplinary scientific research, has become especially popular in the last decades. Nowadays spatial aspects are one of the very well-known objects of analysis of the different knowledge fields. This paper deals with the issues of Russian and international researches in the field of intelligent information systems applications for systemic marketing research and how it can be properly supported by contemporary information communication technologies. The class of intelligent information technologies (IIT) and systems, including neural network (NN), fuzzy logic (FL), multi-agent systems (MAS), belonging to the class of expert systems, continue to improve. Intelligent information technologies are complex, require further research and development. The main goal of this paper is consideration of the issues of soft computing and agent based modeling implementation for spatiotemporal analysis, and the main domains or areas of their applying in the context of spatial economics. The objective of this research is characterization of qualitative parameters that impact on equilibrium of operation and development of spatial marketing systems and formation of conditions for maximizing of their effectiveness. It is empirical and theoretical research in equal measure. The study is based on literature review, analysis of large volumes of information, and findings of investigations in this field. The research problem is focused on the applying of modeling for analysis of spatial marketing systems. The original contribution of the work is describing the hybrid intelligent model, which contains all three elements - optimization, simulation and fuzzy inference system. Research methodology is methods and procedures of modeling. The paper contains theoretical foundations and comparative analysis of different modeling methods and systems (including soft computing and agent based approach) and quantitative results obtained through the experimental model.
Purpose – The purpose of this paper is to establish a connection between the business model (BM) and B2B marketing research by developing a new approach to the BM analysis and improvement, which is based on inter-organizational networks and value chains.
Design/methodology/approach – The methodology is based on mutual enrichment of methods and results of BM and B2B marketing studies that are relatively isolated from each other, and on integration of them to the unified structured approach that could be applied to analyze both BM and a set of interfirm relationships of individual market players. The paper is based on extensive literature review in the areas of BM and relationship/industrial marketing. The review is based on most cited and contemporary articles found in the Scopus and Ebsco databases.
Findings – The paper formulates the key BM research directions and visualizes their development over time. It is demonstrated in the paper that, currently, there is little involvement of marketing researchers in the study of BM, however, there are multiple touchpoints between these areas of knowledge, which can help in further developing BM studies. Based on these findings a conceptual model and new network-based approach to BM analysis is offered, which allows addressing the complex nature of networked interaction among BM participants. The approach includes stepwise algorithm for BM analysis designed for business practitioners.
Research limitations/implications – The proposed approach can be applied by business practitioners to analyze and improve their BM via managing the interactions of inter-organizational network participants with a focus on customer interests. While the approach is of a universal character, the specific tools for evaluating BM on each stage may vary across different markets.
Originality/value – This research contributes to the current conceptual knowledge on BM studies development and their relationship with marketing. It also contributes to theory and practice by the development of a new marketing-based approach to the BM analysis focused on managing business relationships, which allows evaluation of the current state of a BM and provides directions for its improvement. This approach evaluates the alignment of interfirm relationships along the value chain and orients it towards the final consumer.
This article reprsents brief methodology and results of a specially designed marketing research of batteries of the most running capacities in the framework of the research program of the State University of School of Economics. The process of this research facilitated the process of finding out Consumer preferences of the population in purchasing batteries of different brands based on the poll with the retail sale assistants.
marketing, marketing researches, STORAGE batteries, "Mystery Shopping", methods of research, Маркетинг, маркетинговые исследования, АККУМУЛЯТОРНЫЕ БАТАРЕИ, "таинственный покупатель", методы исследований
The capacity for transformation and advancement of the world economy itself by a group of countries belonging to the emerging economies has been a topic of intense discussion in world forums. Even as news of the losing shimmer of the emerging economies is being spilled to the world, this is where 80% of the world consumers reside, and, therefore, too important to divert attention from. The theme of the 2014 Annual Conference of the Emerging Marketing Conference Board hosted by Centre for Marketing in Emerging Economies of IIM Lucknow, supported by the Academy of Indian Marketing – Listening to Consumers of Emerging Markets is an eminent testimony to this important fact.
JAGDISH N SHETH, PHD
Emory University Founder, Academy of Indian Marketing
In article it is revealed that at the solution of problems of management of economy of territorial education – the region, some of them don't give in to formalization because of existence of hardly measured qualitative factors and "a human factor", having essential impact on quality of decisions. Need of the accounting of these factors arises especially sharply in a problem of forecasting and perspective scientific and technical development of the region and the regional industrial is connected - diversified systems i.e. where are most often used scientific and technical and economic information. The value of information received in the course of preparation of administrative decisions and influencing change of degree of confidence of the subject of an industrial network of the validity of any event is estimated by means of Bayes's theorem