marketing

Analysis of the Factors Forming Customers Behaviour in the Retail Trade	Introduction. «Customers behavior» is a broad notion including not only the process of buying the product (service, work) but customer’s behavior before buying and after it. Purchasing behavior is influenced by incentives and factors specific marketing policies in local sales of goods. Research methods. To determine the marketing strategy of retail trade company were monitored consumer preferences and evaluation of the quality of customer service in the two chain stores in Saratov in the summer of 2011 and 2012. The main me thod of data collection was a survey of over five hundred customers directly in stores. Discussion of results. The study identified factors choosing a store to make a purchase, the sources of information on the trading place, the purpose of visiting a particular store, shopping frequency, the estimation of the level of service, product range, design, sales area, the availability of goods for customers and the quality of each advertisement of the surveyed stores. Conclusion. Comparing the results of the evaluation of business retailers in 2011 and 2012, tt should be noted a positive trend in the estimates of the respondents.	Izv. Sarat. Univ. Economics. Management. Law, 2013, vol. 13, iss. 2
Marketing Strategy as a Factor of Transfers and Commercialization of Technologies	Introduction. The relevance of the problem of the transfer of intellectual property is determined by the feature of the present stage of scientific and technical progress. Under the technology transfer involve the transfer (sale, exchange) of knowledge in order to organ ize the production of competitive products conforming to market needs. Marketing support innovation enterprise is a basic condition for the successful implementation of intellectual property. In order to innovative technologies have led to economic success, it should be very attentive to the problems of formation and implementation of the marketing strategy of technology transfer centers in the Russian Federation. Theoretical analysis. The article discusses the theoretical basis of the formation of the marketing strategy of technology transfer centers in the Russian Federation, the necessity of their development. Results. Give the characteristic features and problems specific to the transfer and commercialization of innovative technologies in the modern world. The authors designed a mechanism for constructing marketing strategies of technology transfer centers. Conclusion. Transfer and commercialization of innovative technologies involves activation of a completely new strategic competences elements of innovation infrastructure.Thus, for the development of the national innovation system is necessary to increase the rate of transfer of innovative technologies, and these processes should be systematic.	Номер журнала 586