CC BY
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3. З.М. Мамаева Оценка инновационного развития регионов: эконометрический подход// Вестник Нижегородского университета им. Н.И. Лобачевского - 2012. - №2(2). - с.202-208.
4. К.К. Козлов, Д.Г. Соколов, К.В. Юрдаева К.В. Инновационная активность российских фирм.// Экономический журнал Высшей Школы Экономики - 2004. - №3. - с. 339-419
5. Е.С. Куценко, Е.Г. Нечаева. Обзор зарубежных и отечественных исследований в сфере измерения инновационного развития регионов. - 2014.
Шамрай Д.В.1, Гоголева М.А.2
'Магистрант, Институт сферы обслуживания и предпринимательства (филиал) ДГТУ (г. Шахты); 2Кандидат технических наук, доцент, Институт сферы обслуживания и предпринимательства (филиал) ДГТУ (г. Шахты).
ТЕНДЕНЦИИ РАЗВИТИЯ МАРКЕНИГА В СОВРЕМЕННЫХ УСЛОВИЯХ
Аннотация
В современном мире все находится в развитии. Это же касается и маркетинговой деятельности. Новые технологии предоставляют огромные возможности для развития маркетинга и предъявляют новые требования для маркетологов нового поколения.
Ключевые слова: маркетологи нового поколения, новые технологии, цифровой маркетинг.
Shamray D.V.1, Gogoleva M.A.2
'Undergraduate, The Institute of Service Sphere and Entrepreneurship (branch) of the Don State Technical University (Shachty); 2Ph.D,
Associate Professor, The Institute of Service Sphere and Entrepreneurship (branch) of the Don State Technical University (Shachty).
TRENDS IN THE DEVELOPMENT OF MARKETING ACTIVITIES IN MODERN CONDITION
Abstract
In the modern world everything is in development. Same concerns also marketing activity. New technologies give huge opportunities for development of marketing and impose new requirements for marketing specialists of new generation.
Keywords: marketing specialists of the new generation, new technologies, digital marketing.
The field of marketing is dynamic. Marketing is developing faster than ever before. And it happens not because of technology itself, but because markets and customers and changing in their structures and priorities, expectations and aspirations are faster than any time in history. Marketers must maintain close contact with these changes through a steady stream of information [7].
While digital technologies give us fantastic new platforms on which one can reach and collaborate with billions of people, quickly and efficiently, marketing is still a human challenge. Nowadays it is with more competitors, and more opportunities, concentrated but imaginative, evolving the fundamental basics of marketing, at the same time embracing the best new ideas to inspire and engage people, enable and do more for them [1].
Obviously, the understanding of the important concepts discussed in the Principles of Marketing Tutorials are at the center of a successful marketing career. But basic marketing knowledge is just the beginning for today’s marketers must possess much more qualities.
Marketers are first and foremost business people who must perform necessary tasks required for all successful business people. These basic skills include problem analysis and decision-making, oral and written communication, basic quantitative skills, and getting on well with others.
Marketers must know how their decisions will impact other areas of the company and other business partners. They must realize that marketing decisions are not made in isolation and that decisions made by the marketing team could lead to problems for others [7].
Modern marketers need tools that bring enterprise-class business processes and best practices to this fast-paced, constantly changing environment [3].
Today’s marketers must have a strong understanding of technology on two fronts. Firstly, marketers must be skilled in using technology as part of their everyday activities. They must understand not only how basic computer software is used to build spreadsheets or create slide presentations. But in a world where information excess is a problem marketers must investigate additional technologies that can improve their effectiveness and efficiency, such as multifunction smartphones, GPS navigation services and web-based productivity applications. IDC predicts that in 2014 more than half of all new hired marketers will have a technical background. Secondly, marketers must understand emerging technology and applications in order to find potential business opportunities as well as potential threats. For instance, the rapid growth of social media demands that marketers firmly understand how these fit within an overall marketing strategy [7].
Next-generation marketers are emerging today. They are all-round, proficient in a variety of core marketing activities, analytical, creative, competent in high-technologies. They push the limits of marketing and tie goods to the measurable results. According to the Marketing Agency Blueprint such hybrid professionals are trained to deliver services across search, mobile, social content, analysis, web, PR, and email marketing. They provide integrated solutions that used to require multiple agencies and consultants [4].
The days of marketing where creativity was valued above all else are gone. New technology offers modern marketers not only the ability to set up very creative marketing campaigns, but also ones that are carried out with performance tracking and deep analysis to understand the target audience better and improve conversions.
To achieve this balance between an artist and a scientist is not easy and it requires a special set of skills not previously seen or required in the marketing field before. It makes marketers use both the creative and analytical parts of their brains. The creative part is responsible for producing all the creative content, visual assets, engaging social media, and great email campaigns while the analytical part has to focus on all the important data, analytics, and overall campaign performance. It is certainly not easy to maintain balance by any means [5].
Google found out that an average shopper refers to 10.4 sources before making a purchasing decision.
In October 2012 global smartphone users rose to above one billion and the experts expect this number to reach two billion by 2015 [4].
Modern marketing depends on quality content. From the very first digital interactions with an unknown prospect to ongoing relationships with loyal customers, businesses must have digital content that informs and engages customers every step of the way. This is the essence of digital marketing [6].
The basic principles of development of digital marketing are:
- Contents should have qualities and focus on humans as internet users. Focus means that information required by internet users is
found in content or article. It clearly shows the relevance between content and needs of the internet users.
- Establish cooperation or relationship with another corporate, such as another company, or other sites that have the same goal in digital marketing. It’s could be “share a link” beneficial for both.
- Extension base of knowledge and visibility about search systems. Until now many new search systems are not potentially in digital marketing such as the App Store, Google Play, YouTube, etc. It happens because many platforms are growing in search systems in mobile devices followed by higher sales of mobile devices.
- Add content functions not only as information, but also create content that makes visitors dependent with content to build a community, fans, or others. As an example, social networks are emerging nowadays. Social networks can be used as a channel to expand content.
- Continue to develop expertness, so to become a role model for the others. Your role makes it easy develop and expand business network.
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In addition, analysis about visitor behavior when visitors come to website also should be prioritized. For this purpose the analytics methods such as ClickTale Tools, Web Analytics, CRO, Google Analytics, etc. are used. These methods will do the improvement in the future.
A 2012 report from Forrester and Heidrick & Struggles concluded that marketing is “moving from the outskirts to the core of the enterprise” in helping leadership teams develop and implement customer-centric strategies. In other words, marketing must become a force for visualizing and evangelizing the future.
In the 2011 IBM Global Chief Marketing Officer Study showed that 63% of respondents cited marketing ROI as the most important metric to measure marketing success, followed by customer experience (58%) and conversion rate/ new customers (48%).
Recession, the rise of digital and the emphasis on media neutrality are just some developments making new demands on marketers and changing marketing’s role in the company structure.
References
1. Peter Fisk. New Trends in Marketing [Электронный ресурс]/ Peter Fisk. 2013. - Режим доступа: http://www.michelino.ru
2. Denny Sindi. Pratama Trends development of the present in digital marketing [Электронный ресурс]/ Denny Sindi. - Режим доступа: http://www.inboundid.com
3. John Foley. Oracle The CMO's Modern Marketing Toolset Combines Digital, Mobile, And Social [Электронный ресурс]/John Foley. - Режим доступа: http://www.forbes.com
4. Dia Dalsky. 15 Skills of the Modern Marketing Team [Электронный ресурс]/ Dia Dalsky. - Режим доступа: http://www.pr2020.com
5. Shay Wright. Modern Marketing In The Digital Age [Электронный ресурс]/ Shay Wright. - Режим доступа: http://www.seo.com
6. Jonathan Becher. Welcome To The Future: Three Must-Do's For The Modern Marketer [Электронный ресурс]/ Jonathan Becher. -Режим доступа: http://www.forbes.com
7. Characteristics of Modern Marketers [Электронный ресурс]/ - Режим доступа: http://www.knowthis.com
ЮРИДИЧЕСКИЕ НАУКИ / JURISPRUDENCE Алимгафарова А.Р.
Студентка 3 курса группы «Ж» Института права Башкирского государственного университета
МЕСТО КОРПОРАТИВНОГО ДОГОВОРА В СИСТЕМЕ ГРАЖДАНСКО-ПРАВОВЫХ ДОГОВОРОВ РОССИЙСКОЙ
ФЕДЕРАЦИИ
Аннотация
Данная статья посвящена изучению правовой природы корпоративных договоров и их места в системе гражданско-правовых договоров Российской Федерации.
Ключевые слова: корпорация, договор, законодательство, гражданское право.
Alimgafarova AR
Student of the Institute of Law 3 G BSU Ufa
THE CORPORATE CONTRACT UNDER THE CIVIL LEGISLATION OF THE RUSSIAN FEDERATION
Abstract
This article deals with problems that can arise in concluding corporate contracts.
Keywords: corporate, contract, legislation, civil, law.
The growing role of business entities in the modern civil circulation and disputes arising between their members contribute to even greater interest towards corporate relations studies. One of the most relevant and interesting current issues, from our point of view, is the research of agreements concerning the rights of corporation members (corporate contracts): legal regulations have not been properly developed yet.
The Corporate contract is considered to be an agreement between corporation members concerning various aspects of corporation activity. [1]
The legislative definition of the term “corporate contract” is given in the third part of Article 67.1 of the Draft modifications of the Civil Code of the Russian Federation (hereinafter - Civil Code) as of December 7, 2010 (hereinafter - the Draft). According to it, participants of a business entity or some of them have the right to enter into a contract in order to implement their corporate (membership) rights. Under the contract they have to exercise these rights in a certain way or to refrain (refuse) from exercising them, it also includes the right to vote in a certain way at the general meeting of the Company, to take other actions in the company management, to acquire or dispose of shares in its share capital (shares) at a certain price, and (or) to refrain from the alienation of a share (shares) upon the occurrence of certain circumstances [2 ] .
Such broad definition of corporate contract given by developers of the new Civil Code has made it urgent concerning the place of such contracts in the Civil Legislation of the Russian Federation.
The current legislation defines two types of corporate contracts: shareholder agreement [3] and agreement on the implementation of the rights of society members [4]. In turn, the introduction of the Institute of Corporate contract to the Civil Code contributes to the resolution of such disputes and contradictions.
Thus, according to the corporate contract provision the duty of company members to vote a certain way at a general meeting, to coordinate with other members a particular variant of voting as well as their actions to manage the company (to establish parallel obligations of the members) makes it only a simple partnership agreement. However, in our opinion, they should not be identified because the main part of a simple partnership is the duty of individuals to pool their funds in order to implement their joint activity that is outside the scope of the corporate contract regulation. But we can reveal the presence of a single exception: in accordance with Part 1 of Article 53 of the Federal Law "On Joint Stock Companies” shareholders owning in the aggregate not less than two percent of the voting shares of the company can put questions on the agenda of the annual general meeting of shareholders and to nominate candidates in management body. In this situation, the shareholders are considered as pooling their shares, which may be regarded as contributions in order to exercise their right to run the company, that is, to implement their joint activities. However, a single case cannot serve as evidence of the identity of the above contracts.
It is impossible to classify corporate contracts to any defined civil contracts.
Agreements concerning the rights to acquire or dispose business interest (shares) at a certain price, and (or) upon the occurrence of certain circumstances to refrain from the alienation of shares can be initially regarded as preliminary contract. Indeed, it also contains the obligation of the individual to enter into a specific agreement in the future. But among them there are significant differences. Actually, a corporate contract provides only one significant condition of the future agreement - price, while a preliminary agreement, according to the third part of Article 429 of the Civil Code, must contain all the essential terms of the basic agreement, and also the period when the parties undertake to enter into a contract. Thus, the latter does not provide the possibility to conclude the main agreement under the suspensive condition that occurs in the corporate contract.
We can conclude that the corporate contract is a separate kind of civil contract with its specific subject and special subject structure which is not similar to any of the defined contracts in the Civil Code. According to the legal characteristics corporate contracts should be attributed to institutional ones, which represent the mutual agreement of two or more parties aimed to organize relationships and to create
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