Глава 5. Сегментирование, выбор целевого рынка и позиционирование товара
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
The article considers and summarizes the existing approaches to measuring efficiency of marketing and proves the need for their combined use by Russian companies in the post-crisis conditions.
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.
We were motivated for this study in course of conducting empirical research on Russian companies. During the pre-crisis (2008) and post-crisit (2010) period we have conducted two empirical studies on Russian companies, aiming to assess their strategies capabilities and orientations. When working with the data from the studies we have discovered that there is a trend, confirmed by our results, that the theory on customer orientation seem to be not fully confirmed on results received from Russian businesses. Additionally we had insights from in-depth interviews with companies, operating in Russia, conducted in 2009 and aiming at assessing the role customer orientation in Russian firms. The results of the qualitative study have supported our insights. This paper aims to sum up our findings and set agenda for further research on customer orientation in Russia and potentiall in other transition economies.