Open AccessPOSITIONING ATRIBUTES IN MARKETING MANAGEMENT ON THE MARKET OF HIGHER EDUCATION SERVICES
Author(s) -
Надежда Геннадьевна Соколова,
Татьяна Витальевна Груздева,
Ольга Вячеславовна Титова
Publication year - 2019
Publication title -
vestnik udmurtskogo universiteta. èkonomika i pravo
Language(s) - English
Resource type - Journals
eISSN - 2413-2446
pISSN - 2412-9593
DOI - 10.35634/2412-9593-2019-29-4-474-479
Subject(s) - marketing , business , perception , field (mathematics) , psychology , mathematics , neuroscience , pure mathematics
The article focuses on the problem of marketing management in the field of positioning of regional Universities, as they are experiencing increasing competitive pressure. It is noted that students are the leading carriers of information in the market, communicators with the public. Students' perception of competitive advantages, first of all, ensures the success of positioning in the foreign market. The article presents the results of marketing research of the market of educational services initiated to determine the preferred attributes of positioning. The authors of the article identified four groups of attributes - benefits and values expected by consumers and forming advantages in the market: image, technological, social and economic. The hypothesis that the attributes of positioning educational services are based on a combination of benefits or solutions to specific problems is expressed and tested. They are a composition of values or benefits of different origin and the most common of them can be used for the purposes of positioning the University. According to the results of the survey of loyal students with the use of factor analysis, the combinations of values or benefits expected by students from educational services were identified and ordered by the preferences.