MARKETING IN THE XXI CENTURY: FROM FINDING A CUSTOMER FOR BUSINESS TO FINDING «NECESSARY» BUSINESS FOR THE CUSTOMER

The research aim of the paper is to review and to describe best practices for marketing and to highlight the characteristics of marketing-management. System analysis, analytical and comparative methods were used for this research. The paper deals with marketing changes, which have been happening in the business community for last years. Nowadays a number of companies define marketing as a basis for management decision-making, abandoning the traditional model in which marketers were only focused on selling already produced goods. The authors of the paper consider that such a model is the future of a client-oriented business. Using this model, the company's marketing structures are connected at the stage of creating a new product and are actively involved in its entire life cycle. This concept allows companies to create a necessary product for the consumer, and sometimes to anticipate his/her needs, which makes the companies stand out from the majority of competitors. The paper also notes that in our society the main values of companies are not production facilities that are owned, but intellectual resources and the ability to use information about customers. Thus, the development of the brand and focus on the consumer, rather than building up physical assets, becomes the main driving force of the company's development. The companies that learn how to handle a huge amount of information about their customers and anticipate their needs, creating new products and services, will be able to succeed in a highly competitive environment.

Genome Characterization of a Pathogenic Porcine Rotavirus B Strain Identified in Buryat Republic, Russia in 2015

Citation: Alekseev, K.P.; Penin, A.A.; Mukhin, A.N.; Khametova, K.M.; Grebennikova, T.V.; Yuzhakov, A.G.; Moskvina, A.S.; Musienko, M.I.; Raev, S.A.; Mishin, A.M.; Kotelnikov, A.P.; Verkhovsky, O.A.; Aliper, T.I.; Nepoklonov, E.A.; Herrera-Ibata, D.M.; Shepherd, F.K.; Marthaler, D.G. Genome Characterization of a Pathogenic Porcine Rotavirus B Strain Identified in Buryat Republic, Russia in 2015. Pathogens 2018, 7, 46.An outbreak of enteric disease of unknown etiology with 60% morbidity and 8% mortality in weaning piglets occurred in November 2015 on a farm in Buryat Republic, Russia. Metagenomic sequencing revealed the presence of rotavirus B in feces from diseased piglets while no other pathogens were identified. Clinical disease was reproduced in experimentally infected piglets, yielding the 11 RVB gene segments for strain Buryat15, with an RVB genotype constellation of G12-P[4]-I13-R4-C4-M4-A8-N10-T4-E4-H7. This genotype constellation has also been identified in the United States. While the Buryat15 VP7 protein lacked unique amino acid differences in the predicted neutralizing epitopes compared to the previously published swine RVB G12 strains, this report of RVB in Russian swine increases our epidemiological knowledge on the global prevalence and genetic diversity of RVB

Omecamtiv mecarbil in chronic heart failure with reduced ejection fraction, GALACTIC‐HF: baseline characteristics and comparison with contemporary clinical trials

Aims: The safety and efficacy of the novel selective cardiac myosin activator, omecamtiv mecarbil, in patients with heart failure with reduced ejection fraction (HFrEF) is tested in the Global Approach to Lowering Adverse Cardiac outcomes Through Improving Contractility in Heart Failure (GALACTIC‐HF) trial. Here we describe the baseline characteristics of participants in GALACTIC‐HF and how these compare with other contemporary trials. Methods and Results: Adults with established HFrEF, New York Heart Association functional class (NYHA) ≥ II, EF ≤35%, elevated natriuretic peptides and either current hospitalization for HF or history of hospitalization/ emergency department visit for HF within a year were randomized to either placebo or omecamtiv mecarbil (pharmacokinetic‐guided dosing: 25, 37.5 or 50 mg bid). 8256 patients [male (79%), non‐white (22%), mean age 65 years] were enrolled with a mean EF 27%, ischemic etiology in 54%, NYHA II 53% and III/IV 47%, and median NT‐proBNP 1971 pg/mL. HF therapies at baseline were among the most effectively employed in contemporary HF trials. GALACTIC‐HF randomized patients representative of recent HF registries and trials with substantial numbers of patients also having characteristics understudied in previous trials including more from North America (n = 1386), enrolled as inpatients (n = 2084), systolic blood pressure < 100 mmHg (n = 1127), estimated glomerular filtration rate < 30 mL/min/1.73 m2 (n = 528), and treated with sacubitril‐valsartan at baseline (n = 1594). Conclusions: GALACTIC‐HF enrolled a well‐treated, high‐risk population from both inpatient and outpatient settings, which will provide a definitive evaluation of the efficacy and safety of this novel therapy, as well as informing its potential future implementation

Electric power accumulators in system of supplying railways with traction energy by direct current

The article describes core criteria, which define efficient application of energy accumulators in railway traction power supply system. Installation points for energy accumulators in electric power system of train electric drivers, where application is most effective, are identified. These points are railway sub-stations, electric traction network and traction power system. The main types of energy accumulators, which essentially can be used on railway transport in traction power system – traction sub-stations and traction network, electric motive power, are examined. They can be used on railway transport and. The quality factors of work for traction energy power and electric motive power are presented, improvement of which can be performed using energy accumulators. International experience of energy accumulators application for railway transport is presented. Russian developments and implementation of energy accumulators from domestic manufacturers are examined, both in the traction power system and in the electric rolling stock. The polygons for the most efficient use of energy storage in the traction power supplying system are identified

Use and control of heat flows in ventilation shafts of subways with Thermal Power Generation

The variants of schematic technical solution of the system of using secondary energy resources - the waste heat of the subway – for the heating of subway stations are proposed, the results of the feasibility study of the heating of the “Nagatinskaya” station of the Moscow Metro with the use of heat pumps are presented

Electric power accumulators in system of supplying railways with traction energy by direct current

The article describes core criteria, which define efficient application of energy accumulators in railway traction power supply system. Installation points for energy accumulators in electric power system of train electric drivers, where application is most effective, are identified. These points are railway sub-stations, electric traction network and traction power system. The main types of energy accumulators, which essentially can be used on railway transport in traction power system – traction sub-stations and traction network, electric motive power, are examined. They can be used on railway transport and. The quality factors of work for traction energy power and electric motive power are presented, improvement of which can be performed using energy accumulators. International experience of energy accumulators application for railway transport is presented. Russian developments and implementation of energy accumulators from domestic manufacturers are examined, both in the traction power system and in the electric rolling stock. The polygons for the most efficient use of energy storage in the traction power supplying system are identified

Cardiac myosin activation with omecamtiv mecarbil in systolic heart failure

BACKGROUND The selective cardiac myosin activator omecamtiv mecarbil has been shown to improve cardiac function in patients with heart failure with a reduced ejection fraction. Its effect on cardiovascular outcomes is unknown. METHODS We randomly assigned 8256 patients (inpatients and outpatients) with symptomatic chronic heart failure and an ejection fraction of 35% or less to receive omecamtiv mecarbil (using pharmacokinetic-guided doses of 25 mg, 37.5 mg, or 50 mg twice daily) or placebo, in addition to standard heart-failure therapy. The primary outcome was a composite of a first heart-failure event (hospitalization or urgent visit for heart failure) or death from cardiovascular causes. RESULTS During a median of 21.8 months, a primary-outcome event occurred in 1523 of 4120 patients (37.0%) in the omecamtiv mecarbil group and in 1607 of 4112 patients (39.1%) in the placebo group (hazard ratio, 0.92; 95% confidence interval [CI], 0.86 to 0.99; P = 0.03). A total of 808 patients (19.6%) and 798 patients (19.4%), respectively, died from cardiovascular causes (hazard ratio, 1.01; 95% CI, 0.92 to 1.11). There was no significant difference between groups in the change from baseline on the Kansas City Cardiomyopathy Questionnaire total symptom score. At week 24, the change from baseline for the median N-terminal pro-B-type natriuretic peptide level was 10% lower in the omecamtiv mecarbil group than in the placebo group; the median cardiac troponin I level was 4 ng per liter higher. The frequency of cardiac ischemic and ventricular arrhythmia events was similar in the two groups. CONCLUSIONS Among patients with heart failure and a reduced ejection, those who received omecamtiv mecarbil had a lower incidence of a composite of a heart-failure event or death from cardiovascular causes than those who received placebo. (Funded by Amgen and others; GALACTIC-HF ClinicalTrials.gov number, NCT02929329; EudraCT number, 2016 -002299-28.)