Razorvin I.V.

Purpose. Development of managing tools for formation and development of institutional marketing structures in the agro-industrial complex. Methods. The theoretical and methodological basis in the article of the article was the work of the classics economists-agrarians, the work of leading foreign scientists whose research is devoted to the problems of the cooperative movement in agriculture development. The authors used a method of comparative analysis of the developed foreign countries’ experience in integration formations in the process of agricultural goods circulation. Results. The tendencies of institutional marketing structures development in Russia, conditions and opportunities for their formation and management are revealed. The main principles of mutual relations of marketing structures subjects, basic objects of model of marketing structures formation and management are offered. On the basis of scientific aspects and empirical conclusions, the necessity of applying the institutional approach to structural transformation and integration of certain market entities in the current conditions of economic development is substantiated. Scientific novelty. Scientific novelty consists in the formation of new structural systems in the agro industrial complex institutional marketing structures that help overcome the current crisis, develop the agricultural sector and reduce the cost of agricultural goods in the process of commodity circulation. The concept of institutional marketing system, the principles of creation and the mechanism of its functioning are defined. The author substantiates the influence of state authorities of all levels in the formation of interaction between individual economic entities of the system and the definition of optimal options for channels for the movement of agricultural products from producer to consumer.

Purpose. Analysis of the audit services market in the Russian Federation from the point of view of marketing communications development. Methods. The research uses the method of analysis of legislation, adaptation of the classic marketing communications model for audit services provision. Results and practical importance. Legislation in the field of audit services is analyzed, audit goals in terms of financial and economic activities (hereinafter FEA) of commercial enterprises on the part of the government are described. The classical model of marketing communication is featured and adapted to the revealed categories of auditing companies. In particular, the “Big Four” and other auditing organizations are considered in detail. The research will help to expand the audit services market, which will lead to improved quality of organization and FEA of commercial enterprises. Scientific novelty. Marketing communication models in the field of audit services provision are described, key regulations to be based on while attracting new audit customers are identified.

Purpose. Identifying the nature and criteria of segmentation of consumer markets of major cities on the basis of marketing. Methods. The authors carried out an analysis of theoretical approaches to market segmentation and existing segmentation criteria used within the marketing of commercial enterprises. According to the analysis of theoretical approaches the authors identified specific segments of consumer markets of major cities in the Urals and grouped the studied cities. Results. On the basis of this analysis the authors revealed segmentation particularities of consumer markets in major cities, offered additional segmentation criteria and specific segments of the consumer market, as well as recommendations for State power and local self-government bodies aimed at their diversification in the medium term. Scientific novelty. The authors proposed a concept Segmentation of consumer markets of major cities, determined additional criteria for market segmentation, city-specificity, identified and substantiated four main specific segments of consumer markets of major cities, and developed recommendations for consumer markets of the researched cities complex.

Purpose. To reveal the causes of poor reforms, crisis developments in the economy and ways to overcome them. Methods. The dynamics of economic development of Russia and the Perm Territory on the basis of macroand micro-economic indicators is analyzed. The research is based on the methods of the theory of functional specialization and the theory of restructuring. As a settlement method economic-statistical analysis has been used. Results. The causes of the GDP catastrophic dropdown in the 90-s, inadequacy of state regulation of operation of the owners of privatized enterprises, lack of the long-term comprehensive program of economic development both in the country and in the regions are revealed. The need for the mass "inventory" of the privatized property is justified, which will allow developing programs and projects for the restoration of all sectors of the economy. Scientific novelty. The system of performance assessment of the privatized enterprises is proposed.

Purpose. To study specific features of the use of strategic management in the process of identification and formation of marketing potential of socio-economic development of a large city. Methods. Theoretical approaches of marketing potential are analyzed and specifics of territorial marketing, as a kind of general marketing are revealed. Results. Proceeding from the analysis, marketing capacity is defined as a collection of various types of resources ensuring sustainable socio-economic development of the area, its competitiveness and positioning in the domestic and international markets on the basis of expanded reproduction in accordance with the economic laws and norms. Also, the importance of strategic management in the identification and formation of marketing capacity of socioeconomic development of a large city is justified in the article. Scientific novelty. The essence of marketing capacity of a large city, as well as its place in the process of strategic management of socio-economic development of a large city is identified.

Purpose. To substantiate methodical approaches to the assessment of efficiency of marketing activity on the market of social services of municipal education. The authors identify key factors influencing directly or indirectly the efficiency of all the participants of the social services market. They form generalized total of original parameters, which includes: amount of provided social services, quality of the services, economic and social efficiency of social enterprises and organizations activity. The authors evaluate analyzed parameters in certain segment of social services market (health care, education, cultural affairs). They propose calculation methods of integral index of marketing activity efficiency on the social services market which determined as a sum of weighted indices of group criteria of the volume of social services provision (OSU), quality of social services provision (KOS), economic efficiency of social sphere enterprises (EfP) and social efficiency enterprises activity (SEf). Amount of indices number in each of integral criteria and their indices of relevance are determined according to the features of the studied segment of the social services market. As integral indices of the criterion of medical services provision (OSU) they use the amount of cured patients, bed-days or visits, volume of the provided services in terms of money, etc. Integral index of quality of the provided medical services (KOS) will characterize indirect indices (amount of secondary visits for medical assistance, amount of complaints and penalties on part of insurance companies in absolute and monetary form according to the treated patients, complaints on part of controlling power bodies, amount of received licenses, accreditations, patients’ assessment of their recovery, etc.) Results. The authors identified congregation of indices which allow determining an integral index of efficiency of marketing activity on the social services market. On their basis the authors developed methodology of assessment of marketing activity on the social services marketing. Each of the proposed criteria may be considered as integral, i.e. consisted of a complex of specific digital indicators typical for that criterion. Sphere of application. The proposed methods allow giving qualitative characteristics of efficiency of marketing activity both in a separate segment and on the social services market in general. As a whole efficiency parameters identified in separate market segments are aimed at the development and saving of population through realization of prioritized measures aimed at stabilization of demographic, economic and social situation in the region. Scientific novelty. The authors developed new methodological approaches to efficiency analysis of marketing activity on the social services market.

Goal. Study of social marketing as an integrated system of innovation management in the area of the municipality. Methods. Identified tendencies of forming and development of social services in the context of a market economy. In terms of finding the best options for the development of regional economic structures are developed innovative approaches to municipal management. Are determined by the specific features of social services in municipal features of innovative marketing as a method of social control. A theoretical basis of social marketing in the municipal sector as an integral system of management and technology work at the municipal market in order to implement the social needs of the population of the territory through the creation, supply, communication or the transfer of goods, services and money. The municipality is considered as material and institutional framework of marketing technologies at virtually all levels of Government. In accordance with the defined goals, objectives and functions of social marketing as an innovative method of social management at the level of municipalities, as well as its strategy, tactics and features of marketing mix. The results of the work. Identified a set of parameters to define the integral performance of marketing activity in the market of social services. Based on a methodology for assessing the effectiveness of marketing activity in the market of social services. A generalized measure of efficiency of marketing activity-effectiveness index (Ie), defined as the sum of the normalized values of the volume index of social services (OSU), the quality of social services (CBS), the economic efficiency of enterprises in the social sphere (ÈFP), as well as social efficiency (SEF). The scientific novelty. Scientific novelty and originality consists in the study of technologies of social marketing in municipal management as an innovative method of enhancing the role of local Government on the formation and development of the municipal market of social services. The technique of measuring the effectiveness of marketing activity in the market of social services.