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Marketing consulting Head of MBA-Marketing University “Mirbis” Davos – Moscow 2010

Evgeny Boychenko

life wisdom knowledge productive life

creativity

interesting job

health self-confidence active life

entertainment

love

development

beauty social recognition money freedom good friends happiness of others happy family life

Everymen

Intellectuals

Imitators

Careerists

Hedonists Independent

1.

2.

3.

equality fraternity liberty

 

Accumulation of property Mainly its spending



Saving money at the expense of deposit

• saving from oneself • saving from inflation • saving from theft



Money accumulation

• accumulation as it is • accrual at the expense of

interest

1 Competitive financial terms

1. Car at a car dealer’s>>> 2.

Bank out of the list offered by the car dealer

43%

2 Reliability of a bank 3

Good prior experience with the bank

The bank which quickly 4 approved a request was chosen 5

Recommendations of car dealer manager

1. Car >>> 2. Know the cost >>> 3. Independent choice of a bank 25% (to take a loan) 1. Bank >>> 2. Car and car dealer

24%

1. Car and car dealer >>> 2.

Special credit program of a car producer

8%

ď‚ž

Immensity of vital impulse is shown in extraordinary passion, spirits and sharp fluctuations of nationalpsychological energy.

social equality  equal responsibility to the law and court  equality at obtaining main medical services and education  in securing correspondence between income and current (previous) work 

their education level and ‌

Individualization Values ???



“renewable resource”



“national” selftreatment method – alcohol



The most typical answer on the question about one’s leisure is “I watch TV programs, films”

36%

25%

58%



popular, ethnic, Dionis nature



conventual and ascetic Orthodoxy



a vein of orgies and dissipated life



Ascetic simplicity to worldly goods



Stepan Razin and Emelyan Pugachev



Humility to church and government

       

kindness, gentleness and humanity searching for truth individualism, identity all-humanity searching for God humility slavery painful commiseration to one’s sorrow and

       

cruelty, a vein of violence obstinate ceremonialism mass collectivism nationalism militant atheism impudence revolt a vein of torment

ď‚ž

It is a need to go too far, a need for sinking perception, having reached a precipice, to overhang into it by half and, in particular cases, but rather frequent, to precipitate oneself as a mad‌

       

Dostoevsky F.M. Brothers Karamazovs; Writer’s notebook Berdyaev N.A. The Origins and Meanings of Russian Communizm Askoldov S.A. Religious Meaning of Russian Communizm Bashkirova E.I. Transformation of Russian Values Gadzhiev K. Reflections on Political Culture of Modern Russia COMCON Company Orekhovskaya N.A. Paradox of mental characters in mass consciousness Boykov V.E. Russians’ Values