DOI: 10.24411/2071-3762-2020-10041
Estimation of the Tourist Potential of Novosibirsk Region Territory Based on Factor and Cluster Analysis

Ushakova Elena Olegovna, Candidate of Science (Ph.D.) in Economics, Associate Professor of Marketing and Service Department, Novosibirsk State Technical University, 20 K. Marx Avenue, Novosibirsk, Russia, 630073 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tsoy Marina Evgenievna, Candidate of Science (Ph.D.) in Economics, Associate Professor, Head of Marketing and Service Department, Novosibirsk State Technical University, 20 K. Marx Avenue, Novosibirsk, Russia, 630073 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shchekoldin Vladislav Yurievitch, Candidate of Science (Ph.D.) in Engineering, Associate Professor of Marketing and Service Department, Novosibirsk State Technical University, 20 K. Marx Avenue, Novosibirsk, Russia, 630073 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The contemporary situation in the global tourism market provoked by the coronavirus epidemic requires a reorientation of tourist flows and a revision of the existing approaches to the tourist product formation, the reception and service of tourists. In the Russian Federation priorities are given to the organization of recreation within the country, therefore all efforts are directed not only to the full use of the resource potential of well-known tourist centers and resorts of the Black Sea coast, Mountain Altai, Lake Baikal, Khakassia, Kamchatka, Moscow and St. Petersburg, Kazan, etc., but also to create the maximum number of tourist and recreational clusters throughout Russia. It requires the implementation of a scientific approach to assess the tourism potential and to identify local areas with a high investment attractiveness of investments in tourism infrastructure facilities. When assessing the potential it is important to take into account the socio-economic factors that affect the tourist specialization of territories, the sustainability of consumer demand, the differentiation and quality of the tourist product. The article is devoted to the assessment of the tourist potential of the territory by methods of factor and cluster analysis. The author’s methodology is based on expert assessment by the Saaty’s method, and includes the factor ranking which affecting the development of certain types of tourism in local territories. Latent factors influencing the tourist attractiveness of the territory are revealed, and factor loads with increasing and decreasing values are estimated. Clusters of initial factors have been formed, and it helps to devise a promising segmentation of the regional tourist market. The results obtained can be used to make decisions on the tourism development in the regions of the country and the elaboration of long-term targeted programs and investment projects.

Keywords: region; tourist potential; local territory; latent factors; cluster analysis; factor analysis; market segment; cluster.

DOI: 10.24411/2071-3762-2020-10042
Korean Cosmetics Promotion in the Russian Market B2B Segment

Noskova Elena Viktorovna, Candidat of Economic Sciences., Associate Professor of the Chair of Marketing, Commerce and Logistics Department of School of Economics and Management, Far Eastern Federal University; Suhanova Street, 8, Vladivostok, Russia, 690950 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Eltysheva Ksenia Arkadievna, Undergraduate of the program «Business Management», intern of the Laboratory for Research of Consumer Behavior in the Markets of Goods and Services of the Asia-Pacific Region, School of Economics and Management, Far Eastern Federal University; Suhanova Street, 8, Vladivostok, Russia, 690950 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Promotion of Asian brands of cosmetic products in Russia is a promising area of research. Problems of Russian consumers’ perception of Korean brands are holding back the promotion and sales dynamics. The purpose of this study is to find the problems associated with the promotion of Korean cosmetics in the Russian market, and to suggest ways to solve them. The article presents the results of an in-depth interview. The results of the interviews helped to identify problems in the promotion. The results of the survey allowed us to identify four promising segments: “Owner of a traditional cosmetics store”; «Owner of an online cosmetics store»; «Aspiring entrepreneur in the cosmetic field»; “Cosmetologists and hairdressers in beauty salons”. Analysis of consumer insights helped to form target and consumer profiles and identify promising communication channels. The most interesting result of this research is the approach to product target audience profiling, which is based on the concept of Jobs To Be Done. This approach assumes a set of principles and tools that help to better understand user motivation. The further direction of research should go towards finding effective advertising content that will help solve the problems associated with the promotion of Korean brands of cosmetic products.

Keywords: promotion; Korean cosmetics; brand; market; B2B.

DOI: 10.24411/2071-3762-2020-10043
Determination of the Effectiveness of Marketing Management of Retail Trade Structures Innovative Development

Khalaf Karina Ziad, Head of the Department for Work with Federal Networks of VELTORF LLC; Gogol str. 1A, Velikiye Luki, Pskov region, Russia, 182115 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Medvedeva Yulia Yurievna,Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical 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 study and deepening of a comprehensive methodological approach to evaluating the effectiveness of marketing management. The proposed approach includes an assessment of the final effect of marketing, financial and innovative results and aims to optimally balance them.. The proposed approach reflects the generally accepted scientific and applied point of view on the definition of marketing expenses as investments that ensure the development of companies. The author’s understanding of the effectiveness of marketing management reflects its multidimensional nature. The authors offer a piecemeal assessment of the components of marketing management effectiveness of innovative development of retail trade. The expert estimation of indicators is carried out based on the comparison of reference and actual values.

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

DOI: 10.24411/2071-3762-2020-10044
How Brands of Russian Universities are Created

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

Declining financial support from government and projected declines in school enrollment have put tremendous pressure on higher education institutions. The situation is aggravated by the constant joining of some universities to others. As a result, not only the previously established relationships and contacts between alumni and partners, stakeholders are lost, but also the guidelines for strategic planning of the development of universities. There is a need to develop new brand strategies for new emerging universities. Recovery of lost or development of new brand benefits is required. Today, the university is not only an educational institution, but also a business that is in constant competition not only at the national level, but also at the international level, striving to differentiate itself in order to attract the best students, teachers and researchers. We understand that brand managers alone cannot create a strong brand image that has clear competitive advantages, differentiation, identification and, most importantly, a seductive idea among consumers. Branding is a long-term and multifaceted resource-intensive process of achieving a high-quality state of a university that meets the needs of the parties interested in its activities.
The article is devoted to the study of the conceptual foundations for building a university brand. As a conceptual basis for the university brand, an attempt was made to determine its elemental structure, which is presented in the article as the ecosystem of the university brand.

Keywords: university brand; university branding; university brand ecosystem.