Marketing and logistics approach in the formation of the logistics center development concept : monograph

Federal State Budgetary Educational Institution
of Higher Education
«THE RUSSIAN PRESIDENTIAL ACADEMY OF NATIONAL
ECONOMY AND PUBLIC ADMINISTRATION»
NORTH-WEST INSTITUTE OF MANAGEMENT
Saint Petersburg
2022
O. E. Sergeeva, E. N. Lazareva
MARKETING AND LOGISTICS APPROACH
IN THE FORMATION OF THE LOGISTICS
CENTER DEVELOPMENT CONCEPT
Monograph

©  О. Е. Sergeeva, Е. N. Lazareva, 2022
© NWIM RANEPA, 2022
UDC	658
LBC	 65.29
С 32
Published by the decision of the Editorial and Publishing Council 
of the North-West Institute of Management of RANEPA
Reviewers:
Lebedeva M. E., Professor, Doctor of Economics, Scientific Supervisor of the Postgraduate 
School of the International Banking Institute. A. Sobchak
Buga A. V., Professor of Economic Sciences, General Director of LLC “St. Petersburg 
Institute of Independent Expertise and Evaluation”
Sergeeva O. E., Lazareva E. N.
С 32	 	
Marketing and logistics approach in the formation of the logistics center 
development concept : monograph / О. Е. Sergeeva, Е. N. Lazareva. — 
SPb.: NWIM RANEPA Publ., 2022. — 56 p.
ISBN 978-5-89781-746-7
The monograph presents a systematic view of the problem of sound management 
decisions in infrastructure logistics projects. The marketing role of logistics centers in 
ensuring the optimization of the seller and buyer interests described in the conceptual 
development model is shown. The system characteristics of the model and indicators 
of their quantitative assessment are revealed. Consumer value is studied as a systemforming indicator of the development of logistics centers. The work is of interest to 
practitioners in the field of logistics, marketing and entrepreneurship; in the educational 
process, it is useful for specialists of managerial specialties of economics and management.
The publication is intended for students of the 38.05.02 course “Customs business.”
UDC 658
LBC 65.29
ISBN 978-5-89781-746-7

TABLE OF CONTENTS
Introduction. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 	
4
Chapter 1.	 Analysis of the needs of small and medium-sized businesses  
	
in the services of a logistics food center. .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . 	
8
1.1.	 General trends in the Russian enterprises needs  
	
in logistics services  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . 	
8
1.2.	 Analysis of the positive world experience  
	
of the LPC functioning  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . 	 13
1.3.	 Clarification of the needs of small and medium-sized  
	
businesses in the services of the logistics food center  
	
in St. Petersburg  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . 	 23
Chapter 2.	 Formation of the concept of interact. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . 	 31
2.1.	 Theoretical foundations of the LPC as an intermediary link  
	
in the supply chain of products by small and medium-sized  
	
businesses .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . 	 31
2.2.	System-wide recommendations for the development  
	
of LPC as a market actor in a transformed environment .  .  .  . . . . 	 41
Conclusion. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 	 45
Literature. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 	 47

INTRODUCTION
Today’s practice of highly competitive strategic development is based on 
the recognition and implementation by an economic entity of an effective 
business model of development, which determines the steady growth of 
profits and intangible assets for the company. It is these determinants of 
success that determine the increasing interest in the business models study 
aimed at market success and competitive development.
“The main engine of economic growth in many developed countries is 
small and medium-sized entrepreneurship, which plays an increasingly important role in the socio-economic development of the Russian Federation. 
Currently, there are about 6 million small and medium-sized businesses in 
the Russian Federation. They produce about 21% of the gross domestic 
product... In terms of the contribution of small and medium-sized enterprises to GDP, Russia is still lagging behind most developed countries — in 
the GDP structure of Germany, small and medium-sized businesses account 
for 49%, the USA — 50%, Japan — 57% and China — more than 60%.”1
Russia’s strategic task in the development of small and medium-sized 
enterprises until 2020 is to approach the economically developed countries 
of the world in terms of the main indicators. The share of small and medium-sized companies in GDP should be at least 40% (instead of 23.6% now).
The state of the food market and the issues of providing the population 
with high-quality food remain priority areas of management, including small 
and medium-sized businesses. The food market should ensure guaranteed 
access of the population to food in the required quantity and quality. Delivery speed parameters; ensuring highly distinctive, positional identification 
of goods among multi-alternative analogues, quality and safety during long 
periods of passage through the supply chain to the consumer, etc. they are 
important factors of competitiveness.
The formation of effective economic ties between small and mediumsized enterprises — food suppliers and end consumers today is impossible 
1 Bank razvitiya [Electronic resource]. URL: http://www.veb.ru/common/upload/
files/veb/mag/2014_1.pdf (date of access: 21.09.2021).

Introduction
5
without logistics food prices, accumulating a large set of both basic and 
additional functions of the logistics product. World experience shows that 
the effective mechanism of logistics food centers plays an important role in 
the implementation of these tasks.
The food market is a vital and priority type of economic activity, which 
accounts for 35% of gross domestic product. That is why the problems related to the properties and specifics of this product, as well as the specifics 
of the production and implementation of food products by small and medium-sized businesses, require new conceptual solutions.
The food market is a system of economic relations developing in the 
field of production, transportation, storage and sale of food2. The food market can also be defined as a type of economic activity related to the production and sale of food. Taking into account that food is produced mainly in 
agriculture directly or in other industries, but on the basis of its products 
used as raw materials, some economists consider the food market as an 
integral part of the agricultural market.
“In addition to its main functions, the food market performs a number 
of auxiliary functions, such as warehousing, storage, transportation, processing and feedstock processing of raw materials, informational and motivational function, creating economic information based on marketing research, 
and economically motivating the achievement of a balance between supply 
and demand.”3
It is necessary to constantly monitor changes in their needs in accordance 
with strategic environmental changes in order to ensure effective assistance 
in the development of small and medium-sized businesses in the territory,. 
Small and medium-sized businesses (SMEs) do not have developed logistics 
competencies, expecting a high-quality offer from specialized companies.
The importance of taking into account the needs of small and 
medium-sized businesses determines the demand for customer-oriented business models determined by the marketing conceptual practice of management. 
Marketing model for the development of a logistics product center (LPC) 
as a market business entity, which will allow to quickly identify and respond 
to the changing demands of small and medium-sized businesses as flexible, 
open to innovation forms of organization. Despite a significant number of 
2  Nuraliev S. U. Prodovol’stvennyj rynok: problemy stanovleniya i perspektivy 
razvitiya [Electronic resource]. URL: http://window.edu.ru/resource/736/25736/files/
volsu312.pdf (date of access: 19.09.2021).
3 Ibid. P. 10–11. 

O. E. Sergeeva, E. N. Lazareva. Marketing and logistics approach in the formation  
of the logistics center development concept
6
scientific papers devoted to the research and development of the marketing 
management system as an effective business practice, its use in relation to 
the LC as a new structural entity in the logistics services market seems to 
be specific and insufficiently studied.
The degree of the problem study
The initial basis for the development of ideas about effective interaction 
and development of market economic entities was the work in the field of 
marketing by domestic and foreign authors, such as V. A. Aleksunin, 
I. A. Arenkov, G. L. Bagiev, V. I. Belyaev, S. G. Bozhuk, E. P. Golubkov, 
V. E. Demidov, A.V. Dyachenko, T. D. Maslova, V. M. Tarasevich, T. Ambler, P. Anderson, D. Armstrong, R. Bagozzi, R. Bazzel, M. Baker, N. Bordens, W. Watershut, F. Webster, J. Wind, B. Gale, W. Gregor, D. Day, 
D.  Katona, R. Cox, F. Kotler, J.-J. Lamben, T. Levitt, M. McDonald, 
R. Alderson, E. Rice, W. Rogers, M. Saren, D. Traut, R. Haley, R. Heeler, 
G. Frezier, D. Sheth, J. O’Shaughnessy, D. Ebell, et al.
The research of effective business models of the company is devoted to 
the works of the following authors: D. Debelak, M. Johnson, K. Christensen, 
P. Hocken, E. Lovis, D. Morrison, M. Porter, I. Pinier, P. Ranganath 
Nayak, E. Drazen, G. Kastner and others.
The development of the theory of consumer value is associated with the 
names of famous scientists: A. Marshall, F. Hayek, G. Haberler, I. Kirzner, 
L. Lachmann, L. Robbins, J. Hicks, J. Shackle, M. Friedman, L. Savidg, 
etc. Such researchers as M. Rokich, J. Gutman, T. Reynolds, J. Shat, 
B.  Newman, B. Gross made a significant contribution to the development 
of the price theory from a marketing standpoint. The works of R. Jensen, 
J.  Pine, J. Gilmare, A. Slivotsky, D. Morrison, G. Chesbro consider the 
evolution of consumer values, as well as their changing weighty significance 
for different markets. The authors’ works form an idea of the evolution of 
consumer value, its composition and structure, which is important for building customer-oriented business models.
At the same time, the development of a marketing model of development 
in relation to a new business entity in demand by market practice requires 
a more detailed study. In this regard, there was a need for a theoretical 
understanding of the economic essence and the appointment of a new 
market entity. The following Russian and foreign scientists have made a significant contribution to the development of ideas about the logistics activities 
of market economic entities: A.M. Gadzhinsky, M. P. Gordon, M. N. Grigoriev, V. V. Dybskaya, A. A. Kanke, S. B. Karnaukhov, V. S. Lukinsky,