2408-9338Research result. Sociology and Management2408-933810.18413/2408-9338-2017-3-4-60-691294SOCIOLOGY OF MANAGEMENT AND SOCIAL TECHNOLOGIESSCRUTINIZING THE CONSUMERS PREFERENCES OF SMART WATCHES AS THE PREREQUISITE FOR SUBSTANTIATING THE NEED FOR A SOCIAL ELEMENT IN MARKETING RESEARCHSCRUTINIZING THE CONSUMERS PREFERENCES OF SMART WATCHES AS THE PREREQUISITE FOR SUBSTANTIATING THE NEED FOR A SOCIAL ELEMENT IN MARKETING RESEARCHPogoreliyMark Yu.PogoreliyMark Yu.pogorelii@bsu.edu.ru20173400

The scientific article contains 1 table and 5 figures. There are 14 pages in the article. The author determines the problem on the basis of the final financial result of the company's activities. The author takes into account the capitalization of the company, as a factor. The author pays attention to the analysis of the company “Slice Intelligence” regarding Apple Watch. On the other hand, the author relies on numerous works in the field of marketing mix. The author formalizes his own judgments about the current state of the watch market. The author narrates about the questioning of the respondents. This article contains data from a survey of respondents' preferences concerning the smart watch market. The author analyzed these preferences. The author formulates conclusions in accordance with the conducted research. The conclusion about the need to take into account personal preferences takes place. The results of these studies indicate the necessity to use the social economy.

The scientific article contains 1 table and 5 figures. There are 14 pages in the article. The author determines the problem on the basis of the final financial result of the company's activities. The author takes into account the capitalization of the company, as a factor. The author pays attention to the analysis of the company “Slice Intelligence” regarding Apple Watch. On the other hand, the author relies on numerous works in the field of marketing mix. The author formalizes his own judgments about the current state of the watch market. The author narrates about the questioning of the respondents. This article contains data from a survey of respondents' preferences concerning the smart watch market. The author analyzed these preferences. The author formulates conclusions in accordance with the conducted research. The conclusion about the need to take into account personal preferences takes place. The results of these studies indicate the necessity to use the social economy.

marketcustomersglobal information revolutiondigital technologyIT technologyIT companieswatchsmart watchmarket segmentsmarketingconcept “Marketing- mix”4Ps modelsmartwatchpassortmentbrands of watchessmartwatch marketApple Watchrespondentsmarketcustomersglobal information revolutiondigital technologyIT technologyIT companieswatchsmart watchmarket segmentsmarketingconcept “Marketing- mix”4Ps modelsmartwatchpassortmentbrands of watchessmartwatch marketApple WatchrespondentsСписок литературыBorden, N. H. (1964), “The Concept of the Marketing Mix”, Journal of Advertising Research, 24 (4), 7-12.Christian, Z. (2015), Slice Intelligence: Apple Watch sales taper off to 30,000 units per day, available at: http://www.idownloadblog.com/2015/05/22/slice-intelligence-apple-watch-30k-daily-units (Accessed 10.11.2017)Constantinides, E. (2002), “The 4S Web-Marketing Mix model”, Electronic Commerce Research and Applications, 1, 57–76.Dominici, G. (2008), “Holonic Production System to Obtain Flexibility for Customer Satisfaction”, Journal of Service Science and Management, 1 (3), 251-254.International Data Corporation (IDC). Press Release, available at: http://www.idc.com/getdoc.jsp?containerId=prUS41611516 (Accessed 10.11.2017)Kalyanam, K. and McIntyre, S. (2002), “The E-marketing Mix: a contribution of the E-Tailing Wars”, Academy of Marketing Science Journal, 30 (4), 487-499.Pogorelyy, M. (2015), “Consideration of some behavioral economic issues concerning the dilemma of a customer of the smartphones”, Network scientific-practical journal Research Result. Sociology and Management, 1 (2), available at: http://rr.bsu.edu.ru/index.php/ru/socium (Accessed 10.11.2017).Principles of Marketing (2014), 15th Edition. Philip T. Kotler, Northwestern University; Gary Armstrong, University of North Carolina; Pearson.Thaler, R. H. Quasi Rational Economics, available at: https://www.russellsage.org/publications/quasi-rational-economics-1. (Accessed 10.11.2017)Yudelson, J. (1999), “Adapting McCarthy’s Four P’s for the Twenty-First Century”. Journal of Marketing Education, 21 (1), 60-67.