OPERATION OF BUSINESS, INDUSTRIAL ENGINEERING
Interrelation of price policy, strategy and methodology in the price management process
Rozhkov I. V., candidate of economic sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Abstract: In the conditions of increasing competition between domestic manufacturers, the relevance of research and basic tools practical usage optimization to influence consumer choice is inlarging. One of the effective factors determining consumer behavior in the face of declining consumer demand is pricing. The process of price management consists of three main stages: pricing policies development, pricing methods implementation and various types of pricing strategies usage. The article attempts to substantively comprehend the main price management process stages and identify their interconnection, which can serve to increase the efficiency of the modern companies’ market activities.
Keywords: pricing policy, pricing strategy, pricing method, market, organization
Engineering outsourcing specifics at the national projects realization
Sinyaev V.V., doctor of economic sciences, CEO
FSK “Valex”, Moscow
Abstract: The article reveals the national projects importance and the engineering sector importance in the practical realization of such projects as “Health”, “Cooperation and export”, “Science”, “Small business” and “Backbone infrastructure”. The author notes the theoretical contribution of foreign and domestic authors to the outsourcing science formation. The theoretical value of the study is the outsourcing specifics and the proposed outsourcing mechanism for the national projects realization. Noting the assessment importance by customer’s company management of outsourcing contract, the trend of delivery of complex outsourcing with inclusion of a package of services business – process, marketing and logistic outsourcing is legally allocated. In conclusion, it is noted that outsourcing enhances the competitive position of the customer as a result of the customer’s management focus on the core business.
Keywords: outsourcing, business process, tools, image, quality, national project, engineering, optimization, logistics
Model of the management of national research universities’ research activities
Kiseleva M. A., senior lecturer at the Management in power engineering and industry Department
National Research University “Moscow Power Engineering Institute”, Moscow
Abstract: The author considers scientific groups that are among the determinants in the management of national research universities’ research activities. Competent formation and distribution of roles in scientific groups on the basis of the system of scientific and technical programs and grants has a significant influence on improvement of scientific and research activities of the university.
Keywords: national research university; research activities, scientific and technical programs and grants, scientific groups
Peculiarities of public relations of russian corporations and aviation industry enterprises.
Bulantseva L. V., senior lecturer at the Management and marketing of high-tech industries Department
Moscow Aviation Institute (National Research University), Moscow
Abstract: In today’s economy, the business development sustainability, the projects and programs success directly depends on the company’s support in the existence environment by those with whom it is associated with numerous types of dependence. The credit for trust in the company from the target audiences is provided by constant work with community groups, which are carried out by enterprises in various industries within the framework of public relations activities. Public relations today are especially relevant for high-tech enterprises of the aviation industry, they have their own features that relate to the promotion object, key stakeholders, tools and technologies, organization and management.
Keywords: corporate public relations (PR), PR-promotion object, organizing and managing public relations in corporations and aviation manufacturing plants, business process of “public relations”, functional public relations challenges, PR tools and technologies, brandbook
Internal market orientation in mechanical engineering companies
Kazakov S. P., doctor of economic sciences, associate professor at the Department of Company Marketing
HSE University, Moscow
Oyner O. K., doctor of economic sciences, professor at the Department of Company Marketing
HSE University, Moscow
Abstract: This paper addresses the research question relevant to the marketing concept implementation efficacy grounded on the market orientation theory, in this paper we analyse the antecedents of its bifurcation into a conceptual dyad that comprises external and internal market orientation; this conceptual study justifies incorporation of information and communication technologies in every construct of the conventional internal market orientation framework; this proposition renovates internal market orientation conceptualisation by improving its adequacy in the settings the holistic digitalisation; the present research delineates methods to operationalise internal market orientation concept in the context of machinery-making enterprises.
Keywords: internal marketing, internal market orientation, mechanical engineering
ENERGY SAVING AND ENERGY EFFICIENCY
Role of marketing in energy saving: analysis and facts
Solodova A. D. , assistant at the Energy service and energy saving management Department
Moscow Aviation Institute (National Research University), Moscow
Pushkareva M. B. , candidate of economic sciences, associate professor at the Energy service and energy saving management Department «Энергетический сервис и управление энергосбережением»
Moscow Aviation Institute (National Research University), Moscow
Pushkarev M. D. , 2-year student of the Institute of Engineering Economics and Humanities
Moscow Aviation Institute (National Research University), Moscow
Abstract: In recent years, Russia has seen positive trends in the energy saving development, and at the same time in the relationship between market laws and energy. The market objects, in this case, are energy-efficient and energy-saving products, including consumer goods, industrial energy saving systems, engineering equipment of buildings. The subjects of the market are the population, enterprises and organizations, including state, as well as the authorities. In order to promote the services of energy companies and popularize such a complex direction, the use of marketing tools is a prerequisite. The authors of the article emphasize the application of current methods of interaction between marketing communications and the sphere of energy saving.
Keywords: marketing, power, energy saving, market researches, marketing communications, energy security
MARKETING, SALES APPROACH
Evaluation of marketing cost effectiveness at modern high-tech enterprises
Arsenieva N. V., candidate of economic sciences, associate professor at the Management and marketing of high-tech industries Department
Moscow Aviation Institute (National Research University), Moscow
Golov R. S., doctor of economic sciences, professor, Head of the Management and marketing of high-tech industries Department
Moscow Aviation Institute (National Research University), Moscow
Putyatina L. M., doctor of economic sciences, professor at the Management and marketing of high-tech industries Department
Moscow Aviation Institute (National Research University), Moscow
Abstract: The main purpose of this article is to determine the cost effectiveness that engineering companies use for various marketing activities of their operation. The article deals with the main functions of marketing in the economic activity of enterprises. The attention is focused on improving the efficiency of marketing costs management. The main factors and indicators that determine the effectiveness of these costs are given. The main criteria determining the cost effectiveness are substantiated. The necessity of accounting and analysis of costs by products’ types and the enterprise as a whole is described. Certain standards of marketing costs used in practice are considered. The importance of taking into account the stage of the product life cycle in determining the cost-effectiveness of marketing activities is emphasized. The different stage of the product life cycle from the point of view of changes in the marketing expenses level is analyzed. Criteria of enterprise’s marketing costs efficiency are given. According to the results of the research, it is concluded that it is necessary to improve the marketing costs efficiency of management in order to obtain higher financial results of the enterprise.
Keywords: marketing costs, marketing expenses efficiency, criteria of cost efficiency, growth, product life cycle
Promotion of high-tech products with the help of social networks
Kolesnikova O. V., candidate of economic sciences, associate professor at the Management in power engineering and industry Department
National research University “Moscow power engineering institute”, Moscow
Rebrikova N. V., candidate of economic sciences, associate professor at the Management Department
Financial University under the Government Russian Federation, Moscow
Shalnova O. A., candidate of economic sciences, associate professor at the Marketing and Trade Business Department, Institute of Industry Management
Russian Presidential Academy of National Economy and Public Administration, Moscow
Abstract: Today it is no secret that social networks play a big role in modern people life. Regardless of which activity field we are interested in, we are faced with the need of constant web services usage. That is why each company and organization should carry out some competent work in social networks. The key success factor is timeliness and relevant content. This is the established truth for a successful business and getting direct access to various sources and interactions.
Keywords: social networks, high-tech product, marketing
Modern marketing communications in promotion of innovations in mechanical engineering
Sinyaeva I. M., doctor of economic sciences, professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Abstract: The article examines the trends in the engineering sector development with the emphasis on integration, digitization, unconditional orientation to the society needs. The purpose of the article: to reveal the modern marketing communications complex content in mechanical engineering with the inclusion of marketing communications 3.0., cognitive and neuromarketing. Scientific novelty lies in the disclosure of the modern marketing communications complex content, as a whole information technologies set in order to maximize the society’s needs satisfaction. In conclusion, it is noted that modern marketing communications in mechanical engineering contributes not only to the organization image formation, but also maximally satisfies the society needs in the mechanical engineering production and improve the quality of life on earth.
Keywords: globalization, innovation, complex, communication, concept, marketing, cognitive marketing, neuromarketing
Specifics of PR-services development: modern trends
Balova S. L., candidate of economic sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Abstract: The article reveals the content of public relations, taking into account the specifics of market development modern directions. Studies that have shown the change of PR–activities traditional channel are presented. The importance of brand ecosystem (brand platform) model usage for building communication in the digital environment is substantiated. The author showed the importance of Influencer Marketing in PR – events usage as a way to promote products and services through opinion leaders.
Keywords: PR-events, PR-services market, influencer marketing
Features of advertising incentives influence on the consumer behavior
Karpova C. V., doctor of economic sciences, professor at the Logistics and Marketing Department, Head of the Experimental Laboratory “Neurotechnology in Management”, a Member of the Marketers Guild Board
Financial University under the Government Russian Federation, Moscow
Rozhkov I. V., candidate of economic sciences, associate professor at the Logistics and Marketing Department, Leading Researcher at the Experimental Laboratory Neurotechnologies in Management”
Financial University under the Government Russian Federation, Moscow
Voronina V. S., Master’s student of the Faculty of Logistics
Financial University under the Government Russian Federation, Moscow
Abstract: The article reveals the concept of advertising incentive and its impact on the consumer. The authors consider theoretical approaches to the psychology of advertising, differently interpreting the impact of advertising incentives on consumer behavior. The article presents a model of consumer behavior and the stages of information processing in the process of an advertising stimulus impact on the consumer. The main types of stimulation factors are identified and their characteristics are given in terms of influencing consumer behavior.
Keywords: consumer, behavior, advertising incentive, stimulus factor, message, attention
Features of new internet media concept formation
Stytsiuk R. Yu., doctor of economic sciences, professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Artemeva O. A., candidate of economic sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Rozanova T. P., doctor of economic sciences, professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Abstract: Mass media is a part of mass communications, which, in turn, are the ones through which mass information is circulated, created, distributed and consumed. In other words, mass communication is a process of information circulation in communities that are vast in area. At this time, the media are the channels that carry out the process of mass communication (print, television and radio broadcasting, etc.). In this article we will look at the features of the online media content, as well as the features of the new online media concept formation, which includes the transformation of the design content, media content, organization, as well as the system of communication and navigation.
Keywords: Internet publications, content, communication, multimedia, interactivity, marketing
EDUCATION AND PERSONNEL TRAINING
Research of youth’s leadership factors’ formation in the field of science, technology, innovation
Firsova I. A., doctor of economic sciences, professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Azarova S. P., candidate of economic sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government Russian Federation, Moscow
Abstract: Effective realization of youth leadership policy depends on the coordination of government, regional and municipal structures, public youth organizations and agencies, institutions that work with youth on the basis of common government views on the young people development in science, technology and innovation. To carry out such activities, it is necessary to form mechanisms and models, concepts and integrated programs of committees on youth affairs, educational, cultural, social protection and employment institutions, law enforcement agencies. The article discusses the legal, economic, motivational and communication aspects of leadership development among young people.
Keywords: leadership, youth policy, science and innovations
Management of educational process in the interests of high-tech industries on the principles of lean production
Eropkin A. M., candidate of economic sciences, associate professor at the Management and Marketing of high-tech industries Department
Moscow Aviation Institute (National Research University), Moscow
Mezina N. A., candidate of economic sciences, associate professor at the Management and Marketing of high-tech industries Department
Moscow Aviation Institute (National Research University), Moscow
Abstract: The educational process at the University, as a complex business process, which must match the competencies model required by the high-tech industries enterprises and competency models, with which the company hires a graduate of the University, is examined. Emphasis is placed on the emerging divergence of these competence models. It is proposed to integrate the educational process into the integrated learning system and build it on the lean production principles and tools, directing them to identify emerging losses and using the integrated learning system to develop a losses reducing mechanism.
Keywords: educational process, competence models, integrated learning system, lean production tools, customers and consumers of educational process results
Analysis of the Third all-Russian economic dictation results (Part 1)
Golov R. S., doctor of economic sciences, professor, Head of the Management and marketing of high-tech industries Department
Moscow Aviation Institute (National Research University), Moscow
Abstract: The article discusses the Third all-Russian economic dictation results, which is held annually to determine and improve the level of economic literacy of Russia. A comparative analysis of the participants’ quantitative and qualitative composition and the dictation results in 2018 and 2019 is carried out. The important practical result of the action and the necessity of its further development are noted.
Keywords: all-Russian economic dictation, respondent, regional platform, participants category, results distribution