Маркетинг: определения, тезисы, основные положения

Маркетинг: определения, тезисы, основные положения

На чем экономят Москвичи? (понятие «Супер - консьюмер», superconsumer)

Судя по исследованию "Комкона", так называемые суперконсьюмеры (доход — от 70 тыс. руб. в месяц) экономят практически так же, как и москвичи с меньшими доходами. 33% опрошенных сократили в кризис расходы на обувь и одежду, а 41% — на крупную бытовую технику. Лишь в тратах на платное ТВ (экономит 33% населения Москвы и 21% суперконсьюмеров) и интернет (21% и 14% соответственно) средний класс реже готов сокращать расходы, чем менее обеспеченное население.

Маркетологи придумали, как бороться с российскими «smart shopper»,— надо найти неразумным тратам рациональные объяснения.

"Это дает потребителям ощущение псевдоэкономного шопинга", L'Oreal заменила в некоторых рекламных кампаниях слоган: "Вы этого достойны!" на

"Инвестируй в себя". Покупательниц пытаются убедить, что косметика — не просто трата, а выгодное вложение средств.

Журнал «Секрет Фирмы» № 12 (293) от 07.12.2009

http://kommersant.ru/sf/?IssueID=47522




Ожидаемая продолжительность жизни после 65 летON AVERAGE, additional life expectancy at the age of 65 in the rich countries of the OECD stands at over 20 years for women and close to 17 years for men, an increase of almost five years for women and four years for men since 1970. This is largely because of better health-care systems and healthier lifestyles. The country with the longest life expectancy is Japan, where women and men can expect to go on for another 23.6 and 18.6 years respectively. But later years may come with a diminished quality of life. In some countries, notably in Japan and Sweden where people live the longest, severe limitations in the usual activities of daily life have increased too.

Live long and prosper Dec 11th 2009 From Economist.com


Продолжительность здоровой и полноценной жизниHow many years of healthy living before you die?

PEOPLE are mostly living longer, but are those extra years healthy ones? Whereas the life expectancy for men aged 50 in European countries varies by some nine years, the years of healthy life differ enormously. In 2005, an Estonian man of 50 could look foward to just over nine years more of good health (defined as having no limits on activity). In contrast a typical Danish man could expect 23.6 years, according to a new study published in the Lancet, a British medical journal. The gap between East and West in both life expectancy and years spent in good health is considerable.

Male life expectancy Golden yearsNov 18th 2008From Economist.com


Сумма покупок on-line в интернет магазинах, США

Online spending in America is rising

AFTER a poor year in 2008, retail spending is picking up again as heavy discounts and promotions are enticing shoppers to open their wallets. Online spending rose to $3.2 billion for the week ending on Sunday November 29th, over 6% more than during the same period last year, according to comScore, an online market-research firm. Internet shoppers splashed out $318m on Thanksgiving Day, over 10% higher than in 2008. Sales also rose by 11% to $595m on Black Friday, the start of the Christmas shopping season for bricks-and-mortar retailers but an increasingly important online shopping day too. Consumers continued to spend on “cyber Monday” November 30th. On Wednesday December 2nd new data showed that sales rose from $846m to $887m, the largest daily spend on record. But the signs of recovery offline are less clear. Shops rang up $10.7 billion in sales on Black Friday, a meagre 0.5% rise on 2008, reckons ShopperTrak, a retail consultancy.

Retail spending Happier shoppers Dec 2nd 2009 From Economist.com


Рынок антиквариата

China is now the world's third-biggest art market

LAST year China overtook France as the world’s third-biggest art market after America and Britain. Thanks to shifts in policy, which once banned owning, inheriting or exchanging pre-communist works, Chinese buyers are now catching up in a big way. More Chinese treasures are now sold at auction in Hong Kong than in New York, London and Paris. At Sotheby's in Hong Kong last month a world record for a piece of Chinese furniture was set when a Qianlong-period throne made of precious zitan wood and carved with dragons fetched just under HK$86m ($11.1m).

The art market Made in China, Nov 27th 2009 From The Economist print edition


Затраты на НИОКР (R&D), крупнейшие корпорации, $ млрд. 2008

Which firms spend most on R&D?

BIG carmakers and drug and technology firms devote the most cash to research and development, according to the European Commission’s latest tally. These types of business rely on developing new products or constantly updating old ones to compete for customers. Toyota was the world's leading R&D spender in 2008. The Japanese carmaker increased its annual R&D budget by 7.6% to €7.6 billion ($10.6 billion), knocking Microsoft off the top spot. Worldwide R&D spending increased by 6.9% in 2008, having also grown by 9% in 2007.

Research and development, Hey, big spender, Nov 20th 2009, From The Economist print edition


Количество точек доступа Wi-Fi

Which countries have most WiFi hotspots?

WIRELESS internet is spreading extremely fast. Today business travellers have over 286,000 hotspots around the world at their disposal, compared with 53,700 five years ago, according to JiWire, a mobile audience media company. Reflecting its early adoption of WiFi, America has most hotspots, although China is adding networks particularly rapidly. Rich countries with the most tech-friendly cultures (such as South Korea) figure prominently. Measured per person, Sweden and Britain offer the best hotspot penetration rates.

WiFi hotspotsWell connectedNov 17th 2009From Economist.com


Структура и динамика доходов от азартных игр, $ млрд.Global revenues from gambling are rising

IN A recent draw for EuroMillions, an association of nine European lotteries, two sets of entrants from Britain shared winnings of over €102m ($152m). The odds of scooping that jackpot were one in 76m, but for those who run lotteries lucrative returns are almost guaranteed. Lotteries in Europe, which are mainly state-run, generate more revenues than other sorts of gambling. Americans and Asians are fonder of casinos. Gambling as an industry is growing: global revenues increased by 24% in the four years from 2004, totalling some $358 billion in 2008. Revenues from online betting are a small share of the total, at $20.2 billion, but are increasing fast. However the recession has hit the industry in the past year or so. Casino revenues in Nevada, for example, fell by 8.9% in September compared with a year ago.

Gambling revenues, Hitting the jackpot, Nov 18th 2009 From Economist.com


Сумма потерь розничной торговли от краж и мошенничества, %

Where theft hits the retail trade hardest

INDIA'S retailers suffer the highest levels of theft, according to the “Global Retail Theft Barometer” survey of 41 countries. Losses from a combination of shoplifting, worker and supplier theft, and accounting errors amounted to 3% of all retail sales. This “shrinkage” cost global retailers almost $115 billion in 2009, up by 5.9% from the previous year. Much of this increase was caused by a rise in shoplifting, particularly in America and Europe. Branded clothes and fashion accessories were the most prized items globally, with items for the car and home-improvement goods a close second. In Europe the most pilfered grocery item is luxury cooked meat.

Daily chart: Retail theftShoplifters of the worldNov 11th 2009From Economist.com


Количество запусков космических аппаратов

Which countries have launched most rockets into space?

ON WEDNESDAY August 19th South Korea's attempt to launch its first rocket ended in failure, for the seventh time since 2002. Pressure on the country has been mounting since neighbouring North Korea claimed it had put a satellite into space in April this year. Most launches are made from countries with well-established space programmes. As of last year, Russia had sent 245 rockets with payloads into orbit successfully since 1999, compared with America's 218, according to data from Futron, a technology consultancy. China now surpasses Europe as a base for spacecraft launches, while India and Japan send up a few every year. Israel has also put two rockets into space.

Space industryDo we have lift-off?Aug 19th 2009From Economist.com


Индекс конкурентоспособности аэрокосмического комлекса

WITH the launch of Sputnik in 1957, the Soviet Union kick-started the space race with America in earnest, but when the cold war ended America's lead was cemented.

A new report by Futron, a technology consultancy, underlines America's dominance. Futron's space-competitiveness index ranks the nine leading countries, plus Europe, in space technology according to 40 measures in government spending, human expertise and the private sector. Europe benefits from its joint policy and the expertise of multinational companies, while China and India are using their economic clout to become bigger players.

SpaceStars in their eyesApr 7th 2008From Economist.com


Кто и сколько часов в сутки смотрит телевизор?

Who watches most television?

DESPITE an increase in entertainment choices, watching television remains as popular as ever, according to data from the OECD's Communications Outlook report. American households watch the box for over eight hours a day on average, twice as long as anyone else. Viewing has fallen in some countries. Turks reportedly watched an hour's less television per day in 2007 than they did only two years earlier, when the country was America's nearest rival as couch-potato king.

Television viewingBoxed inSep 23rd 2009From The Economist print editionWho watches most television?


Проникновение сотовой связи и интернета

Access to telecoms and the internet in the developing world

MOBILE phones have proved to be a boon for the poor world. An extra ten mobile phones per 100 people in a typical developing country boosts growth in GDP per person by 0.8 percentage points, according to a recent study. Mobile-phone subscriptions in poorer countries accounted for just a quarter of the global stock in 2000, but had risen to three-quarters of the 4 billion total by the start of this year. The next challenge is to expand the use of mobile technology to access the internet. Despite huge strides in producing cheap netbooks that connect via mobile networks, the mobile phone may still provide the cheapest way to access the internet in the developing world.

Telecommunications/ Connecting the world, Sep 25th 2009 From Economist.com


Реальная стоимость пачки сигарет

Smoking is an expensive habit in some countries

A PACK of the most popular cigarettes in the Seychelles in 2008 cost $15 at purchasing-power parity (PPP), based on data from the latest World Health Organisation (WHO) tobacco report. But at market exchange rates the price was only $3.98. Since currencies should trade at the rate that makes the price of goods the same in each country, purchasing-power is a good indicator of how expensive goods are. Smokers in Russia, China, Egypt and Brazil pay less than $2 at PPP for a pack; Britons pay around $8. Part of the WHO's scheme for tobacco control includes raising the price of cigarettes to reduce demand. More than 5m people die each year from tobacco-related causes, yet only 8% of the world’s population live in a country with graphic health warnings on packets

The price of a puff Dec 10th 2009 From Economist.com


Потребление сигарет в день, шт., 2008

Who likes a smoke?

GREECE has the highest smoking rate in the world, with each person puffing over eight cigarettes every day according to ERC, a market-research company. Of the 123 countries surveyed, 17 European countries feature in the top 20. Smoking rates tend to decline when countries get wealthier, thanks to higher taxes, bans and health education; Spain, Japan and South Korea, however, remain resolutely addicted. The hard-smoking French may look as if they are kicking the habit, but around 20% of cigarettes are sold illegally, to avoid hefty tobacco duty, and are not included in the figures. The tiny cigarette consumption of Indians compared with the Chinese might in part be explained by Indian fondness for chewing tobacco.

Cigarette consumptionLighting upJun 2nd 2009From Economist.com


Потребление сигарет в день, шт., 2007

Where in the world are the most enthusiastic smokers?

THE Greeks are the heaviest smokers in the world, getting through over 3,000 cigarettes per person in 2007, according to ERC, a market-research company. European countries occupy 18 of the 20 top slots. A combination of public bans, hefty taxes and health warnings has led to a decline in most rich countries, but the Japanese and Spanish are finding it hard to kick the habit. Cubans smoke less than Americans, perhaps preferring cigars instead.

SmokingLighting upMay 12th 2008From Economist.com


Среднемесячная абонентская плата за ШПД доступ

Where most people subscribe to broadband

THE number of people subscribing to broadband in OECD countries increased by 13% last year to 267m. More than a fifth of the combined population of the 30 mostly rich nations in the OECD now have high-speed access to the internet. The broadband penetration rate is above a third in Denmark, the Netherlands, Norway and Switzerland. Adoption is lowest in poorer countries such as Mexico, where just over 7% are broadband subscribers. Slovakia enjoyed the fastest growth in broadband subscriptions per person. Those subscribers, however, paid most for their connection, once exchange rates were adjusted for local spending power. On that basis, Slovaks shelled out over twice as much for speedy internet access as broadband users in Britain or Japan.

Broadband subscribersAccess more areasMay 22nd 2009From Economist.com


Пользователи интернета

Broadband subscribersAccess more areasMay 22nd 2009From Economist.com

More than a billion people are using the internet

THE number of people going online has passed one billion for the first time, according to comScore, an online metrics company. Almost 180m internet users—over one in six of the world's online population—live in China, more than any other country. Until a few months ago America had most web users, but with 163m people online, or over half of its total population, it has reached saturation point. More populous countries such as China, Brazil and India have many more potential users and will eventually overtake those western countries with already high penetration rates. ComScore counts only unique users above the age of 15 and excludes access in internet cafes and via mobile devices.


Самые уважаемые компании (бренды)

Which companies have the best reputations around the world?

FERRERO, an Italian chocolate-maker, has come out top in an annual survey of the world's most reputable companies. Based on perceptions of the companies in their home markets, the Reputation Institute, a research firm, has asked the public to rate the world's 600 largest firms according to trust, admiration and respect, good feeling and overall esteem. Despite the economic turmoil, respect for business is still generally quite high. But some sectors have suffered. Banks and other financial institutions, which commanded reasonable repect in years gone by, have slipped alarmingly, though they still do better than tobacco companies.

Most-respected businesses. Good company, May 6th 2009,From Economist.com


Количество заключенных всего и на 100 тыс. населения

Where are the most people imprisoned?

AMERICA leads the world in incarcerations, both in terms of the total number of people it puts inside and in the proportion of its citizens that end up behind bars. China lies comfortably ahead of Russia in third place, though a far smaller percentage of China's population ends up in the clink. Though India is in fifth place over all, just 33 people in every 100,000 are thrown in the slammer.

PrisonersBanged upMay 5th 2009From Economist.com


Самые популярные цветы (топ – 10 по продажам)

Roses rose and Tulips blossomed but flower sales are wilting overall

ROSES were the bestselling cut flower last year, according to the Flower Council of Holland, an industry group based in The Netherlands, the world’s largest exporter of flowers and plants. Sales of roses were a blooming €802m ($1.2 billion), although that is a meagre increase of 0.9% from 2007. Sales of tulips, third on the list, grew by 9.2% to €223m. But total cut-flower sales withered by 2.9% to €2.48 billion. The Netherlands devoted 2,809 hectares to horticulture in 2008, supplying over half of the flowers sold at its auctions. Over 3.7 billion imported stems, mainly from Kenya, Israel and Ethiopia, make up the rest. Most exports—€871m of cut flowers—went to Germany. Britain and France followed, demanding vasefuls worth €604m and €446m respectively.Flower sales

Bloom and bustApr 9th 2009From Economist.com


Проникновение мобильной связи

Demand for mobile phones will grow in 2009

FROM the world's poorest countries to the very richest, the demand for mobile phones will not be derailed by tougher economic times. Globally, subscriptions will swell by 8%, bringing the total to some 4 billion worldwide. In the developed world growth will be spurred by the need to upgrade to ever more powerful, internet-enabled phones, while in emerging economies heavy investment in network infrastructure will mean that virtually anyone, just about anywhere, will be able to get reception. In recession-hit economies, however, customers will delay their upgrades and cut back on pricier usage plans.

Mobile phonesBuzzing demandDec 30th 2008From The Economist print edition


Проникновение мобильной связи

America and Japan have the most computers per person

Growth in the sales of personal computers will continue to slow in 2009, especially in more saturated markets such as North America, where there is already almost one PC for every person. Demand will remain relatively strong in emerging markets where penetration rates are still relatively low. The falling cost of laptops and the growing availability of cheaper internet-enabled devices will help to fuel demand worldwide. As a result, laptops will outsell desktop computers for the first time in 2009.

Personal ComputersGetting wiredDec 19th 2008From Economist.com

Маркетинг: определения, тезисы, основные положения

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