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Download/55305917.Pdf MODERN EUROPEAN RESEARCHES (2015) ISSUE 7, 121 P. Modern European Researches Journal is the peer review journal, which reflects the most outgoing scientific investigations in such fields of knowledge, as pedagogy, education and training, comprehensive study of human, psychology, social problems of medicine and ecology; philosophy, sociology, political science, jurisprudence, economics; language and literature study, study of art, study of culture . EDITORIAL BOARD Olga Bermant-Polyakova, PhD, Israel Tatyana Fedotova, PhD, Professor, Ukraine Alla Gabidullina, PhD, Professor, Ukraine Pavel Gorev, PhD, Associate Professor, Russia Mariya Greb, PhD, Associate Professor, Ukraine Inna Kalita, PhD, Czech Republic Natalya Korableva, PhD, Associate Professor, Ukraine Nikolay Kotryahov, PhD, Professor, Russia Kanat Lakbaev, PhD, Associate Professor, Kazakhstan Galina Nekrasova, PhD, Professor, Russia Aleksander Nosov, PhD, Professor, Russia Gennadiy Senkevich, PhD, Associate Professor, Ukraine Samvel Sukiasyan, PhD, Professor, Armenia Eugene Vechtomov, PhD, Professor, Russia Elena Visotskaya, PhD, Professor, Ukraine Miloslava Zinovkina, PhD, Professor, Russia EDITORIAL ADDRESS SEEBURGSTRASSE 7, 5201 SEEKIRCHEN AM WALLERSEE, SALZBURG, AUSTRIA [email protected] ISSN2311-8806 Authors are responsible for accuracy of the information, contained in the articles. Editorial opinion can differ from opinion of authors. If reprinted, the reference to the journal is required. © All Rights Reserved Printed in Austria, 2015 ISSUE 7, 2015 3 CONTENTS THE IMPORTANCE OF POSITIONING IN ACHIEVING THE STRATEGIC GOALS OF THE COMPANIES Svetlana Alivanova, Victor Fursov, Natalia Lazareva 6 – 10 THE EXPERIENCE OF STUDENTS’ VOCATIONAL TRAINING IN THE FRAMEWORK OF THE PROJECT OF PEDAGOGICAL EDUCATION MODERNIZATION Elena Belyankova, Irina Shchurinova 10 - 15 COMPARATIVE RESEARCH OF PRODUCTIVE EMPLOYMENT OF POPULATION IN THE FORMER SOVIET UNION Tatyana Fedotova 15 - 25 THE DEFINITION AND DELIMITATION OF OUTER SPACE: NATIONAL LEGISLATION AND PRACTICE OF COLUMBIA Denis Gugunskiy 26 - 29 TYPES OF APOLOGIES IN THE GERMAN LINGUACULTURE Yulia Gorpennikova 29 - 33 THE ORGANIZATION OF METHODOLOGICAL WORK IN THE HIGHER EDUCATIONAL INSTITUTION Ivan Kapustin, Ivan Atanov, Vitaliy Grinchenko, Dmitry Gritsay, Elena Kapustina 34 - 38 PROBLEMS AND PROSPECTS OF COMPETITIVE ECONOMY FORMATION IN THE REGION Kazbek Karsanov, Svetlana Mullinova 38 - 42 4 MODERN EUROPEAN RESEARCHES CONTENTS SOME PECULIARITEIS OF PERFORMING THE TSAM OF DRAG-SHEDS IN THE LATE 1920s, KHAMBINSKY DATSAN, BURYATIA Olga Kolpetskaya 43 - 47 PHILOSOPHICAL AND ANTHROPOLOGICAL BASES OF INDIVIDUAL AND SOCIAL ASPECTS OF PERSONALITY IN C.G. JUNG'S CONCEPTION Tatyana Korobkina 48 -53 ON THE DEVELOPMENT AND IMPLEMENTATION OF EDUCATIONAL PROGRAMS’ MODULES FOR NON-TEACHING UNDERGRADUATE STUDENTS MOTIVATED TO PEDAGOGICAL ACTIVITY Krayushkina Svetlana, Yakushina Valentina, Zabelina Anna, Gubareva Tatiana 53 – 58 INSTITUTIONAL TOOLS FOR THE DEVELOPMENT OF INVESTMENT ACTIVITY IN THE REGION Elena Lavrova 58 - 62 USING ALTERNATIVE ASSESSMENT IN TEACHING OF TEENS/ADULTS Eugenia Livskaya, Natalia Gubernatorova 63 -67 HUMAN COMPETENCE: DEDALIAN EPISTEMOLOGY Lada Lichman 68 - 71 FORM OF EXERCISE OF POWER BY LOCAL AUTHORITIES Galina Mitsyk 72 -76 ISSUE 7, 2015 5 CONTENTS REGIONAL ASPECTS OF DEVELOPMENT OF PLANT GROWING BRANCH Svetlana Mullinova 77 - 81 DESIGN TECHNOLOGIES IN TRAINING FUTURE TEACHERS OF PHYSICS FOR WORK AT PROFILE SCHOOL Aleksandra Ordanovskaya 81 - 85 PUNISHMENTS FOR CRIMES AGAINST RELIGION AND CHRISTIAN CHURCH IN THE ROMAN CRIMINAL LAW Yulia Pershina 86 -91 MULTIPLEX LATERAL FLOW IMMUNOASSAY FOR THE DETECTION OF THREE BACTERIAL PATHOGENS CAUSING POTATO BLACKLEG AND RING ROT Irina Safenkova, Ilya Zaitsev, Yuri Varitsev, Anatoly Zherdev, Boris Dzantiev 92 - 100 FACTORS OF SOCIAL EXCLUSION Vladimir Shirshov 101 -105 TO THE QUESTION OF THE SAFEGUARDS REGIME IN THE PUBLIC SERVICE OF FOREIGN COUNTRIES AND DOMESTIC EDUCATION SYSTEM Ilya Surmanidze, Andrey Kirillovyh 106 – 116 MODELING OF THE INNOVATION SYSTEM OF ENTERPRISES IN THE SECTOR OF PRODUCTION OF CONSTRUCTION MATERIALS Nina Zhytaeva 117 - 120 6 MODERN EUROPEAN RESEARCHES THE IMPORTANCE OF POSITIONING IN ACHIEVING THE STRATEGIC GOALS OF THE COMPANIES Abstract Following paper is dedicated to a discussion about some of the issues, connected to organization of product positioning on the market of goods and services: innovators’ organization priorities, organization’s name choice, commodity positioning determination in a specific goods category. Keywords positioning, segmentation, company image, brand, trade mark, unique associations, goods categories AUTHORS Svetlana Alivanova Victor Fursov Natalia Lazareva Senior Lecturer, PhD in Economics, PhD in Economics, PhD in Economics Professor Associate Professor Stavropol State North-Caucasus North-Caucasus Agriculture University Federal University Federal University Stavropol, Russia Stavropol, Russia Stavropol, Russia [email protected] [email protected] [email protected] No company is going to achieve success, if their goods and services are similar to all other market offers. Companies have to target positioning and ability to differentiate so valuable for a consumer, as positioning is a business tactics. Al Rice and Jack Trout, specialists in advertisement industry, were first to mention positioning. Their ideas were first published in 1969. Positioning is considered an art of distinguishing advantages of an already existing commodity, according to them (Trout, Rice, 2007). The essence of positioning is not in creating a product (today’s world is full of reproductions, copies of just about anything), not in cutting the costs (there is always someone who can outbid you), but in a search of deserved spot in consumer’s conscience, or as the term states, position. We agree with the opinion, that the higher is your position in consumer’s conscience, the harder it is for anyone to move you over. The thing is, position is a created stereotype, and human stereotypes are one of the most stable things in the world. Any marketing strategy is based on three fundamentals: segmentation, choice of aimed segments and positioning (Alivanova, Lazareva, 2009). First thing company does is defines different consumer needs and distinguishes consumer groups of those commodities. Then, company chooses aimed segments out of those groups – groups and demands that it can satisfy better than others. After that company positions its offer in such a way that aimed recipient is clear about company’s difference and image. Consequently, if positioning is performed unsuccessful, consumer fails to realize what is expected from the offer. Therefore, in our opinion positioning can be defined as a process of creating company’s offer and image, directed on finding a specific location in aimed group consumer’s conscience. Its purpose is placing a trademark in consumer’s conscience, resulting in maximum gains for the company. ISSUE 7, 2015 7 Positioning starts with a product: commodity, type of service, company or even a personality, but positioning has nothing to do with working with the product itself. Positioning is working with potential consumers’ way of thinking. In other words, the commodity is positioned in their conscience (Kotler, Keller, 2007). Another point of view on positioning, presented by marketing specialists Michael Tracy and Fred Virsema, is represented debatable. Michael Treecy and Fred Viershmah, marketing consultants, introduced another point of view on positioning. “Value discipline” is called their positioning scheme. The main idea is, that an organization can try to become a leader in certain commodity in its’ field of business, it can be a company with highest operations efficiency or a company that is closest to consumer, according to authors. Mentioned differentiation is based on an idea that any market consists of three types of consumers. Some like companies that are technological leaders (commodity leadership), others value reliable work (operational advantage), and others are expecting the fastest satisfaction of their individual needs (close relationship to consumer). For instance, McDonald’s has the highest functional effectiveness, but cannot cook burgers for each buyer individually. McDonalds cannot be a leader in respect to new goods as well, because each additional dish creates turmoil in its smoothly running operations. Every department has to follow its own disciplines of value even in large companies like General Electric. Division on release of household appliances pursues the aim of functional superiority, and the division of constructional plastic seeks to be closer to the buyer in GE. M. Tracy and F. Virsema reasonably suggest companies to follow four rules in order to achieve success: 1. To become the best in one of the three value disciplines 2. To achieve satisfactory level in two other disciplines 3. To continue to perfect its position in the main discipline, in order not to lose its’ position to a competitor 4. To increase efficiency in two other disciplines, as competitors are constantly maintaining the growth of consumer expectations In order to start a program of positioning its’ product, a company has to define brands’ similarities and differences and communicate them to the market. We also believe that, positioning decision in particular has to be made based on the field of competition that is forming aimed market and competitors themselves, as well as ideal points of resemblance and difference
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