DOI: 10.24411/2071-3762-2020-10012
Marketing Support for Project Activities in Higher Education

Maksaev Artur Anatolyevich, Associate Professor, Ph.D., Department of Management and Trade, Krasnodar Cooperative Institute; M. Sedina str. 168/1, Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shumakova Irina Alekseevna, Associate Professor, Ph.D., Department of Pedagogy FSAEI of HE «Belgorod State Research University»; Pobedy str. 85, Belgorod, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shevchenko Dmitry Anatolyevich, Professor of marketing and advertising, doctor of economic sciences, Head of the Department of marketing communications of the Moscow Polytechnic Univercity (Polytech), honorary member of the Guild of Marketers, expert AKAR; Bol. Semenovskaya str. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

There are many approaches for marketing support of the projects. No one single methodology exists. From a marketing point of view, all methodologies and technological techniques have one thing in common – the project’s focus on the interests and needs of the client. This involves analyzing the market of customers, competitors, segmenting target audiences, and positioning the results of project activities. The article claims that the basis of the project’s marketing support methodology is the classic 4P marketing complex, and the 7P advanced marketing complex (for the service sector). This article provides the rationale for the marketing support of project activities in higher education. On the example of the Moscow Polytechnic, the practical experience of marketing project activities is considered, its main advantages and features in higher education are highlighted. It is concluded that the inclusion of marketing disciplines in the educational programs of universities and colleges is becoming an urgent need.

Keywords: marketing support; project activities; stages of the project life cycle; management; project marketing; Moscow Polytechnic.

DOI: 10.24411/2071-3762-2020-10013
An Approach to Research the Competitiveness of Online Textile Stores

Kolocheva Vlada Vladimirovna, Candidate of Science (in Economics), Associate Professor, Department Marketing and Service, Novosibirsk State Technical University; Karl Marx avenue 20, Novosibirsk, Russia, 6300073 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Goloborodova Kseniya Alekseevna, Marketing specialist, LLC «Service Solutions Center»; Street Rudokoprovaiy 1, Novokuznetsk, Kuzbass, Russia, 654063 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the study of issues related to the analysis of the competitiveness of enterprises. The authors developed an algorithm for the study of competitiveness, which includes six stages: defining the target audience; defining of competing enterprises; recruitment of experts; search for a product category on the Internet; evaluation of online store sites; creating recommendations for improving the competitiveness of an online store. The algorithm is developed taking into account the requirements and interests of consumers of products that are users of sites. It also takes into account the characteristics of the products sold and the functioning of online stores of textile products. The study of the competitiveness of enterprises is based on the evaluation of online store sites. The information obtained may allow to develop a strategy for promoting the company in the Internet environment, a site concept, or measures to improve the site.

Keywords: competition; enterprise competitiveness; retail; online store; website.

DOI: 10.24411/2071-3762-2020-10014
Consumers’ Motives to Write Reviews on Facebook Brand Pages (Retail Sector Analysis)

Shilovskiy Sergey Vitalievich, Candidate of Economics, Associate Professor of the Department of Marketing, Logistics and Commerce, Far Eastern Federal University; Aiax village 10, FEFU campus, Russia, 690922 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents the results of a research of the motives for writing customer reviews on the Russian retailers’ Facebook brand pages. The results of the analysis can be used to improve the communications of the retail chains with customers on the company’s brand page in social networks. The article describes the approach to the research of the motives for writing customer reviews on the pages of retail chains in Facebook. The originality of the author’s approach is the use of the social exchange theory to explain the motives for writing customer reviews. It was revealed that the most important motive when writing reviews on the company’s page on the Facebook brand page is the desire to help other customers. In this regard, companies are recommended to post on their brand page incentives for customers to help other people by writing reviews.

Keywords: online reviews; reviews management; reviews on retailers’ Facebook brand page; retailer’s marketing communications in Facebook.

DOI: 10.24411/2071-3762-2020-10015
Concept of Value Chain Formation Based on a Self-replicating Marketing System

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor of Higher School of Service and Trade, Peter the Great St. Petersburg Polytechnic University; Polytechnic str. 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kolgan Maria Vladimirovna, Ph.D. Sc., Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical University; Gagarin sq. 1, Rostov-on-Don, Russia, 344000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In a competitive environment, businesses and organizations must focus on the consumer, that is, they must create the greatest consumer value for the customer. Therefore, the implementation of the concept of customer focus through the use of marketing innovations ensures the effectiveness of the business. The use of information technologies leads to the fact that the speed of diffusion of innovations increases, which makes it necessary to integrate the interaction of network structures in the business ecosystem. The proposed definition of the digital economy implies the integration of relationships between all participants in the distribution channel, both producers and sellers, other recipients and consumers. The novelty of the author’s approach lies in the developed logic of a self-replicating marketing system based on the value chain. The application of this logic will allow top managers to develop an effective strategy for the development of distribution systems based on the marketing concept in the digital economy.

Keywords: marketing; innovation; digital ecosystem; distribution system.

DOI: 10.24411/2071-3762-2020-10016
Strategic Tool Solutions for Marketing Management of Innovative Development of Retail Trade Structures

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor of Higher School of Service and Trade, Peter the Great St. Petersburg Polytechnic University; Polytechnic str. 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Medvedeva Yulia Yurevna, Candidate of Economics, Associate Professor of the Department Marketing and engineering economy, Don state technological university, Gagarin Square 1, Rostov-on-Don, Russia, 344001 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the research and systematization of marketing tools for innovative development of retail trade structures at the level of instrumental strategies. Traditional marketing solutions rely on a marketing mix adjusted for the specifics of retail marketing management. The paper presents the author’s view on the components of the marketing complex of retail trade structures, and offers specific tools for marketing management of innovative development of retail trade structures. The instrumental solutions of marketing management disclosed in the publication serve for the implementation of key strategies for the innovative development of retail trade structures (customization, integration informatization). The grouping of tool solutions is implemented based on the possibility of their influence on interaction with customers, on the efficiency of operating activities, and on the transformation of formats of retail trade structures.

Keywords: innovation; marketing management; retail; marketing; marketplace; trade format.

DOI: 10.24411/2071-3762-2020-10017
Factors of Competitiveness of Marine Freight Shipping

Megey Ekaterina Sergeevna, Post-graduate of International Marketing and Trade Department, Vladivostok State University of Economics and Service; Gogolya str. 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaev Alexander Arkadyevich, PhD in economics, Professor of International Marketing and Trade Department, Vladivostok State University of Economics and Service; Gogolya str. 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Assessment of the competitiveness of cabotage cargo sea transport, as well as the formation of an effective competitiveness management system for cabotage cargo sea transport, is hindered by the lack of a unified classification of competitive factors and the lack of a generally accepted view of this phenomenon as a whole. The article proposes to divide the factors of competitiveness of coastal cargo shipping of small shipping companies into main, additional and image factors. The factor composition of these groups has been expanded. The proposed classification will make it possible to formulate recommendations to small shipping companies in order to ensure the competitiveness of these companies “ services.

Keywords: cabotage cargo sea transport; emotional theory of sales; factors of competitiveness; management system of competitiveness; small shipping companies.