MARKETING-MIXES AND SPECIFICS OF THE RUSSIAN CUSTOMER

Kuznetsov Pavel Mikhaylovich

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In the article we consider the Russian customers’ types with the specific features, peculiar to every type. General peculiarities, which represent modern Russian mentality and can be used to distinguish Russian customers from those of Europe and the USA, are considered too. These are, first of all, priority of material wellbeing and the trust to advertising. We also analyze the marketing-mixes’ instruments, which have been distinguished by different marketing researchers. As the result, we distinguish a set of marketing-instruments, which are most urgent in the Russian environment. The worked out marketing-mix is based on the 4Ps with the following additional instruments: service, publicity, package, process, physical evidence and purchase. The potential of such instruments as personnel, people and sampling is not fully revealed because of insufficient development of human resources in Russian organizations.

Keywords: marketing-mix, customer, service, personnel, publiсity, package, physical evidence, purchase, sampling

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Issue: 8, 2014

Series of issue: Issue 8

Rubric: INDUSTRY ECONOMICS AND MANAGEMENT

Pages: 113 — 119

Downloads: 860