Viktoriya Bondarenko

The paper actualizes the role of marketing and marketing research in the sphere of educational services. The authors present the basic results of the market research on the demand of additional study of foreign languages, supporting the need for such “measurements” of students’ relations to the regular services.

The paper discusses service logistics concept and development of logistics services in the modern economy in the framework of improving the quality of customer service. Logistics service is a factor of increasing success of firms in the market and the customer orientation in building long-term partnerships with clients.

The authors consistently describe the key stages of developing and implementing merchandising programs of the supplier of consumer goods of mass demand. The article also describes the types of merchandising, the most popular suppliers of FMCG goods, and also possible variants of the organization of merchandis-ing in the company.

The article deals with the specificity of the “human” and “social” capital in modern conditions, and especially its export from Russia in various forms.

This article demonstrates the importance of the approach to managing the assortment within a product cat-egory due to consumerization, which increases the validity of administrative decisions in the assortment pol-icy of trade organizations. The emphasis is made on the impact of marketing research on the example of a product category dairy products.