2. The Concept of Integrated Marketing Communications

ВОПРОСЫ ГОСУДАРСТВЕННОГО ЭКЗАМЕНА: НАПРАВЛЕНИЕ: БАКАЛАВР
ЭКОНОМИКИ (МАРКЕТИНГ)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
Marketing Communication Model.
The Concept of Integrated Marketing Communications
Channels of Distribution. Criteria for channel’s selection.
Trade Intermediaries, their role in the marketing channels strategy.
Personal Selling, its role in the marketing communications
Process of Advertising Campaign Planning
Direct Marketing Methods
Observation method in Marketing research
Experiments in Marketing Research
Qualitative marketing research, its types and goals
Quantitative marketing research. Comparative analysis of surveys methods
The sequence and content of Marketing Planning Stages
The technique of SWOT analysis, its implementation
Marketing budget and control in marketing planning
The surveys in marketing research. Types and Use
Questionnaire development. Types of Questions and questions sequence.
Development and implementation of focus-groups. Peculiarities of qualitative data analysis
and interpretation
18.
Sampling in marketing research. Types of samples procedures. Sample size estimation.
19.
Panel’s research. Evaluation of market share of products on the basic of panels research
results
20.
Marketing Information System (main blocks). Its importance for the organization
21.
The Logic of marketing research process
22.
Factors, influencing consumer behavior. Model “Stimulus – Reaction”
23.
The M.Couplend’s classification of products.
24.
The Ph.Kotler’s Multi-attribute model of Product,
25.
The goals and main tools of Advertising and PR- campaigns. Methods of Advertising
campaigns effectiveness evaluation
26.
Relationship marketing. Consumer loyalty development. Partner relationships
27.
Branding policy. Methods of Brand equity estimations
28.
Main stages of New Product Development. Methods of laboratory and natural experiments
for product testing
29.
Marketing strategy and tactics. Linking corporate and functional strategies.
30.
Marketing mix. The contents and priorities in marketing tools selections
31.
Marketing pricing policy. Demand-oriented, costs-oriented, competitive-oriented pricing
strategies
32.
Profit and value equations and their role in marketing pricing policy
33.
Market segmentation. Criteria of target segment selection. Market positioning.
34.
Demand: level and structure. Methods of demand evaluation.
35.
Methods of attitudes measurement. Osgud scale, Likert scale.
36.
Product Life cycle (PLC). Different marketing aims and tools on the different stages of PLC
37.
The process of Consumer Purchase decision. Cognitive dissonance, and Marketing strategy
for its minimization
38.
Marketing matrix (BCG, Ansof’s, Porter’s competitive matrix)
39.
Personal selling. Methods of personal selling effectiveness evaluation
40.
Sales promotions. Target audience. Main tools of sales promotions. Pro and cons of Sales
promotions
41.
PR and their role in the overall marketing strategy.
42.
Organization of marketing function within management structure. Marketing specialists job
descriptions.
43.
International marketing. Main peculiarities of marketing strategies on the international
markets
44.
Scanning of the international marketing environment
45.
Entry modes in the international marketing, comparative analysis
46.
Adaptation vs. standardization strategies for international firms.
47.
Specifics of consumer behavior in the international markets
48.
Peculiarities of B2B marketing. Specifics of markets, products and main participants.
49.
Peculiarities of marketing of services.
50.
Peculiarities of electronic commerce and e-marketing
51.
The role of marketing in the financial institutions
52.
Not-for-profit marketing
53.
Information and computer systems and programs and their role in marketing analysis
54.
Marketing audit. Main stages and goals
55.
Pull and push strategies in marketing channels development.
56.
Description of flows in different marketing flows
57.
Theory of conflicts in marketing channels.
58.
New marketing paradigms and the future of the marketing tools
59.
Main indicators of marketing channels effectiveness
60.
Market capacity and market share equations.
ВОПРОСЫ ПО ЭКОНОМИКЕ:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Subject matter and methodology of economics.
Concept of elasticity: notion, types, methods of calculation
Market mechanism: demand, supply, prices
Comparative effectiveness of the fiscal and monetary policies: ISLM model.
Consumer behavior: the cardinal utility theory.
Consumer behaviour: the ordinal utility theory.
Income and substitution effects of a price change: Slutski and Hicks approaches.
Production function and scale effects.
Comparative analysis of profit maximization under perfect competition and under pure
monopoly.
10. Models of oligopoly.
11. Alternative theories of the firm.
12. Producer’s equilibrium in the inputs markets.
13. Price determination in the monopsonic labour market.
14. Market failures and the economic role of the government.
15. Distribution and redictribution of income and wealth.
16. Social equilibrium. The Edgeworth box. Pareto efficiency.
17. AD-AS model: aggregate demand, aggregate supply and their non-price-level determinants;
equilibrium in the AD-AS model.
18. Macroeconomic equilibrium in the circular flow of income model.
19. Economic growth and its sources. The phases and character of the business cycles.
20. Unemployment: types and costs.
21. Inflation: classification, causes and effects.
22. Measurement of national output, unemployment and price level. National income accounting
and the real living standard.
23. Classical economics and the Keynesian revolution: the major areas of disagreement
24. Consumption, saving and withdrawals functions in the Keynesian analysis. Injections and their
determinants.
25. Determination of national income equilibrium in the Keynesian analysis. The multiplier effect
and multiplier coefficient.
26. Keynesian explanation of inflation and business fluctuations.
27. Fiscal policy: types and effectiveness.
28. Money market: demand for money and supply of money. Money multiplier. Equilibrium in the
money market. Monetary transmission mechanism.
29. Monetary policy: subjects, aims, types, instruments and effectiveness.
30. Inflation-unemployment theory: the Phillips curve and its development. Phillips curve and
explanation of stagflation.
ЛИТЕРАТУРА:
1. ОСНОВНАЯ
1. Kotler Ph. Keller K. Marketing management: Analysis. Planning. Implementation.
Control. 13-th edition. Prentice Hall International. 2010
2. Bennet Peter. Dictionary of marketing terms. Second edition. American Marketing
Association. Chicago. Illinois. 2007
3. Dahlen Micael, Lange Fredrik, Smith Terry. Marketing Communications: A Brand
Narrative Approach. Willey& Sons. West Sussex. 2009
4. Dibb S., Symkin L. The marketing planning. Workbook. Routledge. 2006
5. Douglas S.P., Craig C.S. International Marketing Research. 3-d edition. Willey& Sons.
West Sussex. 2005.
6. Keller Kevin Lane. Strategic Brand Management. Pearson Education. Essex. England.
2008
7. Roger Kerin, Steven Hartley , William Rudelius. Marketing. 2010. McGrow Hill. New
York
8. Lambin J.-J. Chumpitaz R., Schuiling I. Market-Driven Management: Strategic And
Operational Marketing. Palgrave. Mc.Millan. London. 2007
9. Malhotra N. Marketing research. An applied orientation. 6-th edition. Pearson education.
2007. Harlow. Essex. England.
10. McDonald M. Marketing Plans, Fifth Edition: How to prepare them, how to use them.
Elsevier research. Waburn. MA. 2002
11. Usunier Jean-Claude and Lee Julie. Marketing across cultures. Prentice Hall
International. Essex. England. 2005
12. Muhlbacher Hans, Leihs Helmuth, and Dahringer Lee. International Marketing: A Global
Perspective. Prentice Hall International. Essex. England. 2006
13. Solomon Michael R. Consumer Behavior. 9-th edition. McGrow-Hill. New York. 2010
14. У. Руделиус и другие «Маркетинг», Учебник для вузов. 1-е Российское издание: М.
Де-Ново, 2001
15. ДойльП. Маркетинг, ориентированный на стоимость. СПб.: Питер-Ком.2001.
16. Котлер Ф., Келлер К. Маркетинг- Менеджент, 12-е издание, СПб: Питер.2011
(предисловие И.И.Скоробогатых, О.В.Сагинова, К.Ф.Фокс)
17. Ламбен Ж.Ж. Менеджмент, ориентированный на рынок: стратегический и
операционный маркетинг. СПб.: Питер. 2006
18. Соловьев Б.А., Мусатов Б.В., Мешков А.А. Маркетинг. М.: изд-во ИНФРА-М. 2010
19. Шмидт Р., Райт Х. Финансовые аспекты маркетинга. М.: Юнити, 2000
20. Сагинова О.В., Скоробогатых И.И., Дюметц Ж. Кросс-культурный маркетинг.
М.Инфра-М. 2011
21. Ивашкова Н.И. Стратегические маркетинговые решения. М.: ИНФРА-М. 2011
22. Гражданский кодекс РФ
23. Закон РФ «О защите прав потребителей»
24. Закон РФ «О рекламе»
1. Рекомендованная литература (дополнительная)
1. Гордон Я. Маркетинг партнерских отношений. СПб.: Питер, 2001
2. Дибб С., Симкин Д. Практическое руководство по маркетинговому планированию.
СПб: Питер.2001
3. Дэвис С. Управление активами торговой марки. СПб.: Питер, 2001
4. Котлер Ф. Маркетинг: 3.0. М.: изд-во Манн, Иванов, Фербер. 2011
5. Кох Р. Менеджмент и финансы от А до Я. СПб.: Питер, 1999
6. Леви М., Вейтц Б. Основы розничной торговли. СПб.: Питер, 2001
7. Мак-Дональд М. Стратегическое маркетинговое планирование. СПб.: Питер. 2000
8. Райс Э. Траут Д. Позиционирование. СПб.:Питер, 2001
9. Росситер Д., Перси Л. Реклама и продвижение товаров. СПб.: Питер, 2000
10. Фоксол Г. и др. Психология потребителя в маркетинге. СПб.: Питер. 2001
11. Черчилль Г. Маркетинговые исследования. СПб.: Питер. 2010.
12. Уэллс У. Реклама: принципы и практика. СПб.: Питер, 2000
13. Элвуд Я. 100 приемов эффективного брендинга. СПБ.: Питер. 2002
14. Журнал «Маркетинг в России и за рубежом», периодичность 6 раз в
год.wwwdis.ru/marketing
15. Журнал «Маркетинг и маркетинговые исследования в России», Издательский дом
«Гребенников». Периодичность 6 раз в год.www.marketingandresearch.ru
16. Интернет ресурсы Американской маркетинговой ассоциации
www.marketingpower.com
17. Web-сайт Российской Ассоциации Маркетинга http://www.ram.ru
18. Группа компаний _Synovate-Comcon http://www.comcon-2.ru
19. Исследовательская компания GFK-Русь http://www.gfk.ru
20. Исследовательское агентство Romir http:// www.romir.ru