Brand Platform as an Element of a Company Marketing Strategy

Abstract- The gist of this article boils down to the comprehensive understanding of the company brand by consumers of linguistic services in a turbulent competition. Development of a brand platform is a stage in building a marketing strategy, which is the foundation for creating a brand. The effective marketing strategy of the company should include the stage of developing a brand platform and be at the forefront in importance, among other issues. And how the company promotes itself in the market, how it promotes itself in the minds of consumers, partners, suppliers, and the media will determine the successful achievement of its strategic goals. Despite the crisis situation, difficult political situation and high rates of foreign currencies, there is still a need for the population to learn English. In this regard, the formation of a marketing strategy and its brand platform of the linguistic center in this market are important, because without it the market will belong exclusively to competitors. Based on the brand platform, the company management understands what consumers are interested in and plans a policy for further development. As part of the marketing strategy a brand platform was proposed for the company. Based on the selected target segment, positioning was carried out based on three points of differentiation: the result for everyone, the simplicity and uniqueness of the methodology and the learning speed. Final positioning concept is formulated in the paper

Necessity of Changes in the System of Hospitality Industry and Tourism Training in Terms of Import Substitution

The purpose of the authors in this study was to prove the relevance of research identifying the necessity of changes in the system of training for hospitality industry and tourism in terms of import substitution. The aim of this research was to assess the significance of tourism in the framework of import substitution, to justify the need for changes in the system of training for hospitality and tourism industry in recent situation. It is also essential to give practical recommendations on training and education development. The authors implemented expert assessment method and statistics analyses, tourists' questionnaires evaluating their travel preferences and personal materials and findings to enable construction of complex model of training and education development for hospitality industry. All above mentioned techniques allow authors to introduce their own findings concerning this issue in terms of import substitution. Through the study the authors scrutinize and generalize the problems concerning training and education for hospitality industry and give offers and solutions to improve activities most vital and perspective for the industry. The authors emphasize that it is essential not only to follow our national concept of import substitution but also to take into consideration the employers' requirements for staff working in hospitality. Furthermore, it is of vital importance to influence hospitality management to take part in educational programs development, while educators and scientists should introduce new technologies of customer service to the business organizations. As a result of implementing authors' recommendations given in the following article it will be likely to generate competitive tourism products and modernized educational programs which will meet customers' demands. The article findings are of practical importance for training and development in hospitality industry organization. It also has practical significance for all types of training organizations in hospitality industry and researchers of international training for the industry in the terms of import substitution. Keywords:  Tourism.  Import substitution. Personnel Training,  Development. JEL Classifications: H25, H54, O14, Z3

Destination development in Western Siberia:Tourism governance and evolutionary economic geography

Tourism development has often been identified as a tool for balancing negative effects of economic restructuring, especially in peripheral regions. Tourism-based activities often utilize the availability of abundant nature, but although most English language studies of destination development are presented from western contexts, examples from post-Soviet Russia are rare. Western Siberia is a periphery with access to natural resources and heavy industrialization but remotely located from domestic (Russian) and international markets, where tourism is often considered a saviour, especially for the regional economies. Stakeholders in this Russian resource periphery face challenges in managing governance and cooperation in destinations development due to frequent institutional, economic and social changes. Using evolutionary economic geography and based on primary sources and interview data, tourism development and stakeholder relations are assessed in three Western Siberia regions: Tomsk, Kemerovo and Altai Krai. Findings show that for tourism to make a significant contribution, it must be more central to the economic development agenda in all three regions. However, it is currently only achieving a permanent high-profile in one of them, being crowded out by other (mostly primary) industries in the other two. Although the specific tourism governance set-up varies between the three regions, it is clear that public tourism governance still sits somewhat uneasily between state control and the market economy. Tourism receives substantial public subsidies, especially in large-scale investment projects, which depend on federal support within a governance system where decentralization seems to be somewhat limited and unstable. As a result, the tourism path development in the Siberian periphery is highly dependent on state intervention and success in other sectors.</p

Chronicles of nature calendar, a long-term and large-scale multitaxon database on phenology

We present an extensive, large-scale, long-term and multitaxon database on phenological and climatic variation, involving 506,186 observation dates acquired in 471 localities in Russian Federation, Ukraine, Uzbekistan, Belarus and Kyrgyzstan. The data cover the period 1890-2018, with 96% of the data being from 1960 onwards. The database is rich in plants, birds and climatic events, but also includes insects, amphibians, reptiles and fungi. The database includes multiple events per species, such as the onset days of leaf unfolding and leaf fall for plants, and the days for first spring and last autumn occurrences for birds. The data were acquired using standardized methods by permanent staff of national parks and nature reserves (87% of the data) and members of a phenological observation network (13% of the data). The database is valuable for exploring how species respond in their phenology to climate change. Large-scale analyses of spatial variation in phenological response can help to better predict the consequences of species and community responses to climate change.Peer reviewe

Phenological shifts of abiotic events, producers and consumers across a continent

Ongoing climate change can shift organism phenology in ways that vary depending on species, habitats and climate factors studied. To probe for large-scale patterns in associated phenological change, we use 70,709 observations from six decades of systematic monitoring across the former Union of Soviet Socialist Republics. Among 110 phenological events related to plants, birds, insects, amphibians and fungi, we find a mosaic of change, defying simple predictions of earlier springs, later autumns and stronger changes at higher latitudes and elevations. Site mean temperature emerged as a strong predictor of local phenology, but the magnitude and direction of change varied with trophic level and the relative timing of an event. Beyond temperature-associated variation, we uncover high variation among both sites and years, with some sites being characterized by disproportionately long seasons and others by short ones. Our findings emphasize concerns regarding ecosystem integrity and highlight the difficulty of predicting climate change outcomes. The authors use systematic monitoring across the former USSR to investigate phenological changes across taxa. The long-term mean temperature of a site emerged as a strong predictor of phenological change, with further imprints of trophic level, event timing, site, year and biotic interactions.Peer reviewe

Development of an express method for the quantitative assessment of the contamination of wheat flour with Bac. spores. subtilis

The causative agent of potato bread disease (Bacillus subtilis, ssp. Mesentericus) develops in the crumb of wheat bread. To prevent potato disease of bread, it is necessary to control raw materials and finished products in order to identify their microbiological contamination. Various methods can be used to determine the presence of bacteria that cause potato bread disease. These methods are usually subdivided into four groups: 1) bacteriological; 2) technological; 3) biochemical and 4) physical. Within the framework of all four groups of methods, there is no single method for analyzing the detection of pathogens of potato disease in bread, which would be easily reproduced in any laboratory and would have a correct assessment of the results.At the Department of Nutrition Technology of the Ural State University of Economics, an express method for the colorimetric determination of the contamination of wheat flour with Bac spores has been developed. subtilis by the content of erythrodextrins in it, which give a reddish-brown color when interacting with iodine solution. The advantages of the improved method for determining the potato disease of bread include: speed and rapidity; the possibility of both qualitative and quantitative determination of Bac. subtilis in flour to predict the occurrence of potato bread disease in wheat flour bread

Teaching master students to read and interpret English academic journal articles

The article deals with the analysis of a strategy that promotes non-English speaking Master students’ ability to read and interpret authentic English-language academic research articles. The authors have got a hypothesis that the effectiveness of teaching can be promoted if Master students read an academic article in its three versions –the first fully adapted version, the second partly adapted version and finally the same authentic scientific paper in full. Both qualitative and quantitative research methods are used. The theoretical part of the research involved the analysis of modern methodological, psychological and linguistic studies. The experimental part of the research consisted of two stages –ascertaining and formative. In order to conduct a formative experiment, all Master students of the same sample were split into 2 groups. Students who had demonstrated a higher level of receptive skills in the process of ascertaining experiment, became participants of the control group (CG), and students who had shown a lower level of the same skills –participants of the experimental group (EG).The ascertaining stage of the experiment has shown that most of the participants (nearly 75%) have significant difficulties in reading, understanding and interpreting academic journal articles. The hypothesis has been experimentally checked. The results for control and experimental groups, taking part in the formative experiment, prove that the introduced method has significant advantages in both learning scientific vocabulary, understanding authentic non-adapted research paper in English, oral retelling and scientific article interpreting. © 2021JLLS and the Authors -Published by JLLS.Keywords:academic reading;interpretation;vocabulary;language;lexical item

Assessment of senior medical care majors’ knowledge in antimicrobial chemotherapy

Introduction: The resistance of microorganisms to antimicrobials has been gradually increasing since 2011 and is now recognized by the World Health Organization as a global biological threat. Causes of antimicrobial resistance must be actively addressed. Healthcare workers’ awareness of rational antimicrobial prescribing practices is of great importance. The increasing relevance of this issue is considered within this study, which started in 2014. Materials and methods: The article represents the results of anonymous prospective surveys within the framework of the KANT multi-centered research project aimed at assessing students’ knowledge of rational antimicrobial prescribing practices also known as “antimicrobial stewardship”. The survey involved 309 Medical Care majors in their fifth- and sixth- years in two Russian regional centers: Belgorod and Voronezh. The answers to four main questions of the survey were analyzed in this work. Results and discussion: According to the survey, 51.5% of the respondents properly identified a pharmacological group of an antimicrobial; 79.3% of the students would change an antibiotic if the desired therapeutic outcome was not achieved within two or three days of treatment; 29.8% of the students believed that an antimicrobial substitution was required even when a positive therapeutic outcome was achieved; and nobody could correctly identify all the proposed pharmacologically irrational combinations of antimicrobials. Conclusions: The survey showed that senior medical students have insufficient knowledge in antimicrobial stewardship. Appropriate use of antibiotics and antimicrobial prescribing practices need to be considered more thoroughly in Pharmacology, Clinical Pharmacology and Medical Care curricula. Likewise, educational activities on antimicrobial stewardship and best prescribing practices are of great importance for students as they will help with improving the knowledge of future doctors