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article itemScope="" itemType="http://schema.org/ScholarlyArticle">Pp. 3 — 9
DOI: 10.24412/2071-3762-2022-7304-3-9
The Impact of Cultural Values on the Ethical Behavior of Russian and Chinese Youth and Their Perception of NIKE and KFC Brands
Assessing the influence of cultural values on the ethical behavior of consumers is a promising area of research in marketing. Companies are increasingly aware of their social responsibility and demonstrate their corporate values to consumers. The subject of the research is the development of a methodological approach to measuring the influence of cultural values on the perception of Nike and KFC brands by Russian and Chinese youth. The authors propose an approach to the study of the cultural characteristics of the economic behavior of consumers at the intersection of cultural studies, psychology, and marketing. Within the framework of this study, a theoretical research model was developed, measurement constructs were substantiated, and an empirical study of Russian and Chinese youth was carried out. As a result, matrices of the influence of cultural values on ethical behavior were calculated. Regression models were constructed to characterize the impact of cultural value types on the perception of Nike and KFC brands. The results of the study can be used to develop measures to increase the attractiveness of brands.
Keywords: consumer cultural value; consumer ethical judgment; consumer brand performance; Nike; KFC; young consumers; China; and Russia.
Pp. 10 — 16
DOI: 10.24412/2071-3762-2022-7304-10-16
Integrated Management and Planning Model of Industrial Holding Marketing Activities in External Unstable Conditions
The article examines the actual problem of organizing and managing the planning of marketing activities of industrial holding companies in conditions of macro-economic, social and geopolitical instability. The current tense situation on the world stage has entrusted the marketing of domestic industrial holdings with a strategic function to ensure the promotion of holding associations as reliable manufacturers and suppliers of goods, advanced technologies and import-substituting products in a short time. In this study, an integrated scientific and practical approach to the model of organization of planning and management of marketing activities of industrial holding companies is proposed, which is based on an adaptive set of measures for the formation of a general marketing strategy and tactical marketing plans of a holding organization, as well as the effectiveness of centralized management of a marketing system of a complex corporate structure. The novelty of the presented approach consists in the formation of an integrated, flexible, factually supported, manageable and adaptive to the conditions of unstable and crisis external factors integrated management system of strategic and operational marketing. The results of the study will allow the management of Russian industrial holdings to efficiently and in a short time organize or reconfigure the work of internal marketing departments in accordance with new environmental conditions and ensure the commercial sustainability of the holding organization.
Keywords: marketing management; strategic marketing; anti-crisis marketing; industrial marketing; marketing management; marketing activities; marketing plan; industrial holding.
Pp. 17 — 27
DOI: 10.24412/2071-3762-2022-7304-17-27
Organizational and Economic Mechanism for the Implementation of the Marketing Strategy of Catering Enterprises
Candidate of pedagogical sciences, associate professor, Applicant, Department of Management and Marketing, Belgorod State Research University; Belgorod, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)The service sector is a promising, rapidly developing type of economic activity. Its importance in the modern economic system is manifested in accelerating economic development; increasing the share of services rendered in the gross domestic product of the country; creating new jobs; forming a significant part of the state budget; solving social problems; increasing the volume of export-import operations; improving the level and quality of life of the population. Statistical analysis of service sector indicators makes it possible to identify the main trends and patterns; to develop and implement the directions of long-term development in the economy of the Russian Federation. The purpose of the study is a statistical study of the indicators of paid services to the population of Russia to form the directions of their development.
Keywords: paid services; standard of living of the population; indices of the physical volume of services; improvement of the comfort of the living environment; statistics, dynamics of indicators; marketing conjuncture.
Pp. 34-40
DOI: 10.24412/2071-3762-2022-7304-34-40
Behavioral Characteristics of Audiences of Non-state Pension Funds in the Russian Federation
The article is devoted to the analysis of opinions, preferences and behavior of the population in relation to non-state pension funds (NPF) in the Russian Federation. As a result of the study, four types of respondents were identified, depending on their attitude to the issues of money accumulation. The insufficient degree of public confidence in NPF was revealed, which is caused by a high perception of the risk of their closure, bankruptcy and instability of activity. When comparing the possibility of investing in NPFs with other ways of saving and accumulating savings, most respondents named deposits, buying shares and investing in real estate. At the same time, certain advantages were noted when investing in NPF, in particular, increased profitability, the ability to influence the future size of one’s pension, the possibility of transferring pension savings by inheritance or to other persons. There is also an opinion that pension savings in NPFs are more protected from unfavorable state pension reforms than in Pension fund of Russian Federation.
Keywords: non-state pension funds; cash; savings; income; preferences; respondents; audience behavior.