Abstract.

The article presents the fundamental analysis of the market of financial services. Based on the “Accenture” company’s information the most important trends of the banking market in Russia have been highlighted as well as the problems of its development in 2015-2016 have been revealed. The specificity of the Russian market with due regard to the high demand on banking and insurance products has been defined. The forecast of the financial services market development in 2016 has been made. The article also deals with the strategy of exchange that are typed by the criterion of time. The possibility of bi-directional time usage as the basis for development of focused both on the past and the future marketing strategy has been analyzed. A method of selection of the organization marketing strategy based on the matrix of Razovsky-Olshansky and the example of strategy of banking and financial services development on the basis of its differentiation have been presented. The author considers anti-crisis development program including five instruments with the prime role of integrated and purposeful work in the field of marketing. The research methodology includes the employment of such methods as analysis and identification of marketing paradigms reguliarities of the financial markets as well as their systematization and classification.

Keywords: financial services market, banking market, insurance market, index of business activity, typical strategies, competitive position, Razovsky-Olshansky matrix, marketing.

Abstract.

The article deals with the theoretical principles of territorial marketing and methods to develop tools, technologies and marketing instruments of impact on territorial units of different scale. The main goal of the study is connected with the application of territorial marketing for the integrated development of municipalities. Analysis of the conducted studies showed that the marketing of territories is in the process of its formation at the stage of search of methodological principles of functioning, development of mechanisms and implementation tools. The tools of marketing territories involved in the creation and dissemination of a positive image of the territory have been revealed. The targets of branding in such proposed parameters as awareness, knowledge, attitude and loyalty have been justified. Research shows that successful brands can satisfy functional and emotional needs. Information and communication technologies allow to convey the image of the territory to a specific customer. Marketing tools appears to be the process of marketing impact on the target audience and convertation of the municipality environment through management of territorial planning. Marketing mechanisms for the development of the municipality have been studied. The research methodology includes the employment of such methods as analysis and identification of of spatial planning marketing paradigms’ regularities.

Keywords: marketing of territories, municipal education, the tools of territorial marketing, image of the territory, branding, regional brand marketing mechanism.

Abstract.

The rationake of this research is based on the necessity to predict the structure of methodological tools, which helps to effectively reflect the interests of the trade movement chain for a better perception of their own benefits. This forecast will be possible with the right choice of marketing paradigms at a certain time point with the adaptation of relevant marketing practices. This choice will provide the opportunity to improve the efficiency of the main business processes of the companies participating in the trade movement chain. The main goals of the study are to analyze the evolution of marketing paradigms and concepts, to identify the stages of evolution, to justify the necessity and expediency of marketing paradigms transformation on the example of the best marketing practices. The objectives of the study are the systematization of marketing paradigms, the identification of both their advantages and disadvantages and the key differences from each other as well as the description of the fundamental differences between the marketing paradigms and marketing concepts, the forecast of marketing paradigms development reguliarities. The subject of the study are the characteristics and distinctive features of marketing paradigms and concepts as well as processes of evolution and the scientific forecast of the further development and transformation. The results of this study are the identification of consistent patterns and the forecast of the evolution and transformation of marketing paradigms, the establishment of the principle of cyclic paradigm as an essential characteristic of the evolutionary process, which appears to be the element of scientific novelty and have all its features such as uniqueness, repeatability, validity, practical relevance, objectivity.

Keywords: marketing paradigm, marketing concepts, the genesis, dynamics, transformation, forecasting.

Abstract.

The number of transactions committed by Russian buyers in foreign Internet–stores increases annually and the level of Russian consumers’ involvement into the process of cross-border trade is permanently rising. In Russia the theoretical-methodological base of cross-border retail sales organization has not been formed. The main goal of this study is to define the essential features of the cross-border retail sales organisation and to analyze the specificity of the cross-border purchases performed by Russian consumers. The following problems have been solved during the conducted study: the risks and opportunities of cross-border retail trade organization have been considered as well as both the status and the main trends of development of cross-border retail have been evaluated. The author carried out a theoretical analysis of foreign and Russian publications on the subject, on the basis of which the essential features of cross-border trade are considered. The analysis and systematization of the results of research made by the Association of Internet companies-trade, Russian Post, the research company GFK and online-service of competitive intelligence SimilarWeb help to make a conclusion about the status and trends of cross-border retail. On the basis of interpolation the author have maken the forecast of the the average check size changing during the transactions of cross-border retail trade. The author makes a conclusion about the key directions of scientific research of cross-border retail trade.

Keywords: cross-border trade, retail, e-commerce, mailings, consumers, online-services, consumer market.

Abstract.

The rationale of the conducted research is based on the existence of new forms of spontaneously evolving urbanization process. One of the modern forms of urbanization is agglomeration as formation of the settlement integrities from closely located cities and rural towns, united by daily flows of labor resources in a form of pendulum migrations, regular transport flows and trade-economical and productive connections. Urban agglomerations in different countries have their own specific potential of economic growth which is based on level of national productive forces development, cultural and technical level of production and population. Urban agglomerations in high-developed industrial countries are evolving to even more somplicated formations which called megaregions. The transformation of megaregions into new autonomous economical units of economic growth depends on the presence of the progressive clusters, which support the concentration of high-technological production and intellectual capital aimed at its attendance. Economic progress of modern countries is provided by competitiveness between such clusters. The main goal of the conducted research is to justify the necessity of targeted regulation of spatial cluster development within the megaregions formation in Russia. The objectives of the research are to educe the differences between agglomerizing in Russia and foreign countries, to analyse new agglomerizing forms, to consider the opportunities to provide spatial clusterization efficiency within the targeted megaregions formation in Russia, where the spontaneously development of geographically distributed agglomerations is limited due to the territorial dispersion. The author proposes to create megaregions purposefully by clusters cooperation in Russian agglomerations forming megaclusters on this base.

Keywords: spatial clusterizing, cities agglomerations, megaregion, megacluster, macro-technology, programming regionalization, inter-municipal interaction, economic growth.

Abstract.

The problem of innovations remains in the limelight of foreign and Russian researchers. International experience allows to suggest that successful innovations depend on the use of various forms of state support of innovative entrepreneurship. Understanding the role of innovations in the development and modernization of the Russian economy leads to continuous development of the new forms and ways to increase innovation activity; at the same time, it is crucial to analyze and assess effectiveness of previously implemented measures aimed at ensuring sustainable economic growth based on innovations. In this regard, assessment of the influence of existing development of institutions in Russia on indicators of innovation activity of Russian business (both large and small-medium) represents a great interest. For the purposes of this analysis, the author used a broad interpretation of “innovation” concept, which includes not only the introduction of inventions (innovations in the narrow sense), but also the borrowing and adaptation of existing innovative products, technologies and processes (i.e. modernization).

Keywords: innovation activity (innovations), entrepreneurship, barriers to innovation activity, commercialization of innovations, development institutions, the demand and supply of innovation, innovation policy.

Abstract.

The subject of this article is a charity activity of Russian companies and individuals, which is undergoing significant changes in the current context of economic insecurity. These changes affect areas of the charity, its’ priorities, volumes and methods of the organization. The goal of the article lies in justification of the model of charity activities organization on the territory of the company’s activities in view of its’ mission, strategy and system of corporate values. In order to achieve this goal, a biphasial study was conducted: thereotical and practical quantitative survey of entrepreneurs as the representatives of small and medium-sized business. The results allowed to identify the main problems that hinder the development of charity activity in Russia and to justify the need for closer cooperation of companies performing the charity activities with special charity funds.

Keywords: goodwill, charity, charities, social investment, analysis, model, strategy, planning, effectiveness.

Abstract.

Rationale In connection with consumers’ value orientation alteration in selecting banking products and services, it becomes much harder for banks to promote their offerings on the market because banking products are mostly standartirized and the interest rates are identical in most cases. The authors consider the basic directions of banking products promotion within the framework of the communication policy of the bank in modern conditions.

Goals/objectives The main goals of conducted research are to analyse the matters of banking products and services promotion to modern market and to offer main areas of progress, highlighting positive and negative aspects of implementing a new payment system.

Methodology During the study of banking products and services promotion the scientific methods of theoretical analysis and synthesis, analogy, comparison and others have been employed.

Conclusion The practical significance of this study consists in the ability to highlight key areas of banking products promotion, impacting on the overall communication policy of the bank. The results can be used to retain and attract new customers.

Keywords: bank, banking product, communication policy, promotion, service, payment system, customer.

Abstract:

Since 2014 Russian national economy system in general and its banking sector in particular suffer significant losses due to the US and EU countries sanction policy. The article deals with modern problems of Russian banking system caused by strong economical limitations introduced by European countries against private individuals and separate branches of national industry and banking sector of Russian Federation. This paper presents the structure of Russian banking system, highlights basic types of sanctions imposed, unveils real reasons of their introducing and shows its’ influence on the financial market of our country. Moreover authors analyse possible ways of national economy development under international economical and political pressure. The importance of this problem is determined by the necessity to obtain certain economical independence by creating new financial centers as long as Russia continues to be vulnerable under the current conditions even after the counter measures imposement.

Keywords: financial market, banking system, banking sector, financial results, the development of national economics.

Abstract

Rationale In terms of the negative impact of western sanctions and economic downturn the problem of its development forecasting appears to be an urgent problem of the Russian economy, including the prediction of changes in the banking sector in general and in the regional banking sector in particular.

Objective The main goal of this article is to identify the opportunities and the accuracy of forecasting performance of the regional commercial banks based on the dynamics of the financial market assets as well as to compare the predicted values of the regional and the largest federal Russian banks.

Methodology Such scientific methods as dialectical logic, systematic approach and regression analysis have been employed during the conducted research. On the basis of the scientific approach the factual information on the subject of study has been considered by use of such methods as comparison, compilation, economic and statistical information processing. The possibility of construction of models forecasting the individual performance of regional commercial banks on the basis of changes in the value of stocks has been considered and their accuracy in comparison with the same figures of the 30 largest commercial banks in Russia has been determined.

Conclusions and Relevance The results of the study confirm the possibility of the financial market assets use as a tool of activity indicators forecast for both national and regional commercial banks in Russia. In this case the difference between the federal and regional banks consists in the accuracy of predictive models.

Keywords: regional commercial banks, financial market, financial market assets, forecast, correlation, deposits of legal persons, individual deposits.

Abstract.

The article deals with the methods of financial stability assessment especially the informational and analytical support. The approaches to the definition of “financial stability” have been studied. Special attention was drawn to the considered concept studied both from the standpoint of its’ traditional understanding as the most important characteristics of the company’s financial standing and from the perspective of the enlarged reproduction of the company financial results as a basis for its’ development with a glance to the impact of external and internal factors. The analytical support of company’s financial stability is conceptually based on the methods of assessment and establishment of system of relations providing integration and transformation of the information sources into an analytical model reliably reflecting the real status of the business. The authors propose a special toolkit for comprehensive analysis and evaluation of long-term financial stability of the company and the system of indicators of prime concern and great interest for the sustainable functioning assessment from the standpoint of efficiency of company’s interaction with a variety of stakeholder groups.

Keywords: financial stability, sustainable development, information, standards of financial statements, information support, stakeholders, financial state, methods of the financial analysis, analytical tools.

Abstract.

The article deals with the problem of innovative business ideas promotion within the framework of the design activities and entrepreneurship of talented youth. The article presents the measures of youth start-ups support at both the state and private levels. The author analyzed the principles of the largest Russian and international startup accelerator and revealed the problems restricting the promotion of innovation to the Russian national market. The article identifies modern marketing trends and describes the three stages of modern marketing development. The article highlights the distinctive features of the present stage of “Marketing 3.0”, that involve joint work (co-creative marketing) of the business idea’s author and its’ potential consumers. The author revealed the possibility of using the techniques of fundraising and crowdsourcing in promotion of young entrepreneurs’ start-ups. In the article the examples of fundraising principles in international (Kickstarter.com) and the Russian practice (Boomstartet.ru) have been also listed and analyzed. Author has also reviewed the “ProductHunt.com” project as an example of the crowdsourcing technologies implementation for the support of start-ups and has decribed its’ functionality. In conclusion, the proposals on the development of the co-creative marketing principles in the Russian business environment have been formulated.

Keywords: youth entrepreneurship, start-up, start-up accelerator, Marketing 3.0, innovation, crowdsourcing, fundraising.

Abstract.

The article presents the methodological approaches to the assessment and management of decision-making on outsourcing. The specificity of the construction sector is presented and the characteristic of the tendencies and regularities of the construction services market has been given. The importance of the concept of marketing in the construction services’ outsourcing is shown. The methodology of analytical assessment of outsourcing in the construction industry is revealed in a logical sequence. A clear methodology algorithm highlighting the main steps of a comprehensive evaluation of the economic feasibility of outsourcing in modern construction organisations is provided. The author’s original method of outsourcing services’ supplier market sustainability index evaluation is worth paying special attention to. The article focuses on the importance of the indicator of the real estate object’s quality of service as a measure of customer satisfaction. At the same time, the importance of record of social and business activity indicators is proved, reflecting the reputation of the outsourcer among the representatives of business circles. The matrix of outsourcing choice reasoning developed by the author has the practical value. For example, this matrix provides an opportunity to highlight the strategy of market participation of the construction organization with due regard to flexible use of outside organizations’ services through the assessment of indicators of strategic importance of the functions transferred to the external organizations.

Keywords: analysis algorithm, outsourcing, matrix, marketing, methodology, assessment, consumer, construction, market, service, upravlencheskie solution feasibility.

Abstract. The article presents the research of content of the intellectual products’ commercialization system. The main goal is to justify the content of the system, define its’ place in the universe, taking into account the influence of such supersystems’ influence as nature, society, economy and market. The specifics of the current market conditions, innovations in the terms of hyperconnectedness and codependence of the international business, content of innovation marketing with the special attention paid to the theoretical aspects of the concept of lateral marketing and content of new products’ commercialization have been disclosed in the logical sequence. Revealing the meaning of a new products’ commercialization system creation as an important condition for its advancement in the progressive development of modern society, the author illustrates the position of the system among the inextricable global supersystems. However, the main supersystems, on which depends the progressive promotion of intellectual product to the consumer, are being characterized. The structure of the content of new products commercialization system’ is being studied in detailed highlighting the main components and independent elements. As the result of the study the author come to conclusion the conclusion on necessity of systematic approach usage for establishment of innovations’ commercialization o system for its’ further successful promotion to the consumer.

Keywords: hyperconnectedness, market, innovation, intellectual product, nature, society, supersystem, system commercialization, marketing, model, consumer.

Abstract.

The number of bank organizations, acting on the territory of Russian Federation, is decreasing annually. In Russia the theoretical-methodological base of consumer loyalty management in banking sector still have not formed. The main goal of this study is to define the essential features of consumer loyalty management and to research the specificity of consumer loyalty programs. The following problems were solved during study: the approaches of consumer loyalty management in banks have been considered, the status and the main trends of banking marketing development have been evaluated. The author carried out a theoretical analysis of foreign and Russian publications on the subject, on the basis of which the essential features of consumer loyalty management in banking sector are considered. The results of research conducted by Frank Research Group, Federal service of governmental statistics and RBC multimedia holding have been analyzed and systemized, which helped to make a conclusion on the status and development trends in banking sector and loyalty programs. The author made the forecast of the changes of banks quantity in Russian Federation based on interpolation method. The author comes to a conclusion about the key directions of scientific research of consumer loyalty management in banking sector of Russian economics.

Keywords: financial markets, banks, loyalty, loyalty programs, marketing, management.

Abstract.

The subject of this study is the perception of sales products’ customer value through external attributes. In order to prove that the external attributes of values, in contrast to internal ones, determine the buyers’ opinion rating and their decision on purchase, the authors put forward the assumption that the visual parameters of goods create comprehensive holistic image of trade offer acting as converged communications at point of sale. The methodological basis is the theory of multiattribution of product features defining the role of sales proposition and points of sale in the perception of consumers shopping suggestions. This kind of communication appears to be a toolkit for managing an integral indicator of the effectiveness and validity of the established structures of trade proposals of distribution channels. The authors conclude that the need to respect the interests of all the participants integrated such as producers, stakeholders in the distribution of goods, including retailers as well as customers.

Keywords: visual properties of the goods, USP, communications convergence, integration of marketing communications.