TO THE QUESTION OF MARKETING COMPLEX "TARGETING" (USING THE EXAMPLE OF ORGANIC FOOD - 40 % NORMALIZED HEAVY CREAM)
The article considers theoretical and methodological aspects of targeting. As a result of research in the field of targeting, the author`s interpretation is proposed, which relates targeting to target marketing. The author develops the research methodology based on the phased use of a number of known methods, the sign targeting model, and he also compares the actual and expected levels of marketing-mix and strategic value criteria using the example of 40 % normalized heavy cream produced in the Sverdlovsk region. It is justified that the improvement of of the economic entity’s marketing activity should be based on the detailed analysis of each element of targeting, taking into account the characteristics of the external and internal environment of the economic entity of the market with the subsequent development of the algorithm or program of the company`s mar-keting activity.
Keywords: targeting, marketing, target marketing, organic marketing, marketing complex, marketing strategies, consumer behavior, value criteria, food market, organic food market, 40 % normalized heavy cream.
Galina V. Astratova, Doctor of Economics, Candidate of Technical Sciences, Professor, Head of Economy of Housing, Utilities and Energy Department, Ural State University of Economics, Yekaterinburg; Olga A. Ruschitskaya, Candidate of Economics, Associate Professor, Head of Management and Economic Theory Department, Director of the Institute of Economics, Finance and Management of Ural State Agrarian University, Yekaterinburg; Irina S. Karabanova, Candidate of Economics, Associate Professor, Ural State University of Economics, Yekaterinburg; Leonid S. Azarenkov, Candidate of Economics, Associate Professor, Ural State University of Economics, Yekaterinburg.