The model of competences of personal agents is developed in the article. The model allows raising the level of subjective well-being of clients and promotes the growth of main indicators characterizing productivity of personal selling. The author designates a new group of stakeholders with which the company has to develop relationship for realization of a social orientation. Relationship marketing is defined taking into account the priority of its broad treatments and orientation on developing relationships with various groups of people. The concept ‘personal agent’ is entered into the theory of marketing. This concept reflects the activity of the seller in modern conditions more precisely. The definition of personal selling is given. Novelty of the author's formulation of this definition is that the personal agents have to own skillfully technologies of sales for achieving their purpose. It is proved that the main objective of personal selling in the context of relationship marketing is not sale of goods, but development of relationship between clients and personal agents (company). The author proves the importance of application of psychological theories and offers the method of creation of a psychological portrait of clients on the basis of classification of standard psychological characteristics. The behavioural indicators characterizing demonstration of all main competences of personal agents are revealed and presented

Abstract. The definition of the concept of relationship marketing is discussed. The notion of personal sale, which emphasizes the importance of knowing the psychology of customers, the ability to demonstrate significant competence and knowledge of modern techniques in sales by the seller is represented. The theory of marketing introduced by the concept of a "personal agent", most accurately reflects the activity of the seller in the context of relationship marketing. The necessity of the application of psychology in marketing is proved. This brief description of the four basic psychological concepts, which are the basis of the marketing strategy, is clarified by leading marketers. The three areas of application of differential psychology in marketing are suggested. The basis of the psychological techniques is represented by the typical characteristics of a person. The first point of the customer portrait is showed by the theory of spirits. The second point of psychological portrait is based on the theory of Socionics. The third point of the customer portrait refers to the theory of the types of perception of the world. Three stages of the process of building a psychological portrait of the client are proposed and described. Recommendations for dealing with clients of different psychological types are discussed. A technique of creation a psychological portrait of the client allows improving subjective well-being of customers and promotes the growth of the main indicators characterizing the effectiveness of personal sales.

The article focuses on theoretical principles of the organization of personal sales and marketing relationship. The definition of relationship marketing based on the identified priority position of relationship marketing is given. A new group of stakeholders-"needy" with which the company must build and develop relationships to solve social problemsis indicated. The principles of the concept of relationship marketing are clarified and developed. Considering the change of marketing paradigms and relevance of relationship marketing a new element of the marketing mix -"psychological approach" is provided. Application of psychological approach will allow employees of any company to understand and meet the real needs of customers' better. The importance of the application of psychological theories in marketing proved. The role of personal sales significantly increased in the medium of relationship marketing is concluded. The notion of personal sales emphasizing the importance of knowing the psychology of customers, the ability to demonstrate significant competence and knowledge of modern technologies of sales by private agents is explained.Thepurpose of personal sales in the modern society is designed, which is predominantly expressed in the construction, maintenance and development of privileged relations with customers. A new stage of personal sales -"gaining knowledge" is suggested. The principles of personal sales, corresponding to the components of psychological wellbeing are discussed.

Inventory management at an enterprise is the essential logistics function. Reducing inventory maintenance costs and optimizing the range of goods while focusing on consumer demand analy-sis are inextricably linked to inventory management methods. This article describes the differentiated inventory management model of the ABC-XYZ classification matrix in relation to the inven-tory of Karandash LLC commercial enterprise (Tomsk). Inventory management is a highly relevant issue, since the company has several branches, cooperates with many suppliers, and its range of office supplies includes more than 30 000 items. The ABC-XYZanalysis of the inventory of this commercial enterprise allowed us to determine strategies for optimizing inventory and to identify the groups that should be removed from the range, and, vice versa, should be available in stock due to constant demand.

The paper deals with processes of development of a university's social responsibility in the regional community. The content of ten web-sites of Russia's federal universities and of official sites of regional authorities of their respective locations was taken as the initial empiric material. Theoretical analysis of basic viewpoints on the nature of buildup of universities' social responsibility was conducted. Basing on the socio-cultural approach to analysis of the mission and lines of the universities' activities, the authors generalized modern practices of social responsibility realization and gave insight into prospective lines of the universities' activity in the context of socio-economic development of Russian regions. As a working hypothesis, it has been assumed that it is human and professional experience of regional leaders that has considerable influence on formation of universities' and regions' mutual social responsibility for realization of socio-economic objectives of the regional development. Finally, conclusions about horizons and ways of enhancement of the role of social responsibility within the system of interrelations between universities and regions were formulated.