Marketing consultingHead of MBA-Marketing University “Mirbis”

Davos – Moscow2010

Evgeny Boychenko

active life

life wisdomhealth

interesting job

love

moneygood friends

social recognition

knowledge

productive lifedevelopmententertainment

freedom

happy family lifehappiness of others

creativity

self-confidence

beauty

Intellectuals Intellectuals EverymenEverymen

IndependentIndependent

CareeristsCareerists HedonistsHedonists

ImitatorsImitators

1. equality 2. fraternity3. 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

2 Reliability of a bank

3 Good prior experience with the bank

4The bank which quickly approved a request was chosen

5 Recommendations of car dealer manager

1. Car at a car dealer’s>>> 2. Bank out of the list offered by the car dealer

43%

1. Car >>> 2. Know the cost >>>3. Independent choice of a bank (to take a loan)

25%

1. Bank >>> 2. Car and car dealer 24%

1. Car and car dealer >>> 2. Special credit program of a car producer

8%

Immensity of vital impulse is shown in extraordinary passion, spirits and sharp fluctuations of national-psychological 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” self-treatment method – alcohol

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

36%

58%

25%

popular, ethnic, Dionis nature

a vein of orgies and dissipated life

Stepan Razin and Emelyan Pugachev

conventual and ascetic Orthodoxy

Ascetic simplicity to worldly goods

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

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