DOI: 10.24412/2071-3762-2021-1287-3-11
Research of Russian Consumers Value Attitudes to Services of «Green» Hotels

Bondarenko Victoria Andreevna,Doctor of Economics, Associate Professor, Head of the Department of Marketing and Advertising, Rostov State University of Economics (RINH); Sadovaya str. 69 B., Rostov-on-Don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Larionov Vladimir Aleksandrovich,Candidate of Economic Sciences, PhD applicant, Department of Marketing and Advertising, Rostov State University of Economics (RINH); Sadovaya str. 69 B., Rostov-on-Don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Objective: To study the current attitude of Russians who use hotel services to the issue of forming a «green» model of the modern economy in order to understand the demand for services offered by «green» means of collective accommodation of citizens and the «green» marketing strategies implemented by them.
Task: To analyze the attitude of Russians (including young people) to the values of sustainable development in terms of their demand for the services of «green» hotels, which is important for the management of consumer loyalty.
Result: The data obtained indicate that the vast majority of consumers are currently not ready to self-restrict in terms of reducing water use, rare linen changes, etc., and if they are ready to go on this, but not because of a desire to reduce the load on the landscape, but to get significant discounts and personal savings. They believe that innovative systems for introducing elements of «green» management in hotels, aimed at saving resources, are necessary to reduce costs, and are not customer-oriented solutions. «Green» hotels are perceived as offering premium service and located in environmentally friendly areas.
Conclusion: In such a situation, it is advisable for hotels implementing «green» marketing strategies in Russia to position their services as high-quality, premium, focused on the segment of eco-hedonists who want to receive services of the best quality. This implies a high cost of services, corresponding to the high expectations of the guests. It is also possible to offer to a young audience who positively perceives new items and is «drawn» into global values, living in eco-boutiques that promote the ideology of rational consumption and perception of their own value without interrupting the «green» vector of development of modern society. The development of this direction involves large-scale educational work within the framework of environmental education, the systematic implementation of which in society will transform the value model of individuals, which will allow us to build programs to attract consumers and loyalty programs based on their commitment to «green» guidelines.

Keywords: Russian consumers; «green» hotels; values; research; youth tourism; university centers.

DOI: 10.24412/2071-3762-2021-1287-12-19
Adaptation of the «Mystery Shopping» Method for Service Quality Evaluation in Cosmetology Sphere

Dubinina Veronika Sergeevna, Master of Management, Consultant of the Information and Analytical Department of the Prefecture of the Northern Administrative District; Timiryazevskaya st., 27, Moscow, Russia, 127422 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gavrilina Olga Pavlovna, Ph.D, associate prof., Marketing and Advertisement Department, Institute of Industry Management, The Russian Presidential Academy of National Economy and Public Administration; Prospect Vernadskogo, 82, Moscow, Russia, 119571 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shalnova Olga Aleksandrovna, Ph.D, associate prof., Marketing and Advertisement Department, Institute of Industry Management, The Russian Presidential Academy of National Economy and Public Administration; Prospect Vernadskogo, 82, Moscow, Russia, 119571 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nowadays the service sector has been developing rapidly, actively using a large number of universal analytical methods. However, some of them require some adaptation in terms of industry focus. One of the most important tasks in this area is the study of consumer behavior and the factors that influence their behavior. When introducing assessment methods, it is necessary to specify the scope of application to obtain reliable results. The sphere of the beauty industry, namely cosmetology, currently does not have the opportunity to fully evaluate its enterprises using the “Mystery shopping” method. However, the general concept of testing allows you to create a methodology for assessing the quality of any of the service industries by analogy. The paper presents a study of the specifics of the application of this method for assessing the quality of service in cosmetology clinics; the corresponding algorithm has been formed and successfully tested.

Keywords: method «mystery shopping»; Customer Journey Map; cosmetology services; deep interview.

DOI: 10.24412/2071-3762-2021-1287-20-23
Value Proposition Based on Target Audience and Competitor Analysis for Regional Fitness Club

Belkova Anna Evgenievna, Candidate of Philology, Associate Professor of Philology and Mass Communications, Nizhnevartovsk State University; Leninа 56, Nizhnevartovsk, Russia, 628600 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kergentsev Dmitry Viktorovich, Мaster of Рhilology and Мass Сommunications, Nizhnevartovsk State University; Leninа 56, Nizhnevartovsk, Russia, 628600 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The relevance of the research topic is due to the fact that the modern abundance of fitness clubs requires the development and implementation of a marketing policy, the main goal of which is to attract the maximum number of customers and generate stable income. The development of the author’s value proposition based on the analysis of the target audience and competitors for the company contributes to the achievement of this goal. The main problem that causes a strong discrepancy between the willing and existing value proposition of the «Ultrafit» fitness club is the lack of system in the work of the relevant services to create in adjusting the offer. The developed recommendations for improving the value proposition can be used in the organization management system on the Internet of the «Ultrafit» regional fitness club. To assess the effectiveness of the developed proposal, the company’s conversion platforms in the information and telecommunications network were adapted, records were published in communication channels with the target audience, advertising campaigns were conducted, thanks to which the fitness club can significantly increase the efficiency of its work.

Keywords: fitness club «Ultrafit»; value proposition; analysis of the target audience; competitors; conversion; social approval.

DOI: 10.24412/2071-3762-2021-1287-24-33
Research of Marketing Strategies of Manufacturers Focused on the Consumer Behavior when Choosing, Purchasing and Using Trucks

Sidorenko Alisa Sergeevna, Applicant, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

For a meaningful analysis of the marketing strategies of domestic and foreign manufacturers of medium-and heavy-duty trucks, we implemented marketing research in the form of an in-depth interview with representatives of marketing and sales services, covering all existing production facilities represented in the Russian Federation. Methodological development for the implementation of the study included: development of a marketing research plan; justification of the scale of the study population; development of research material – a questionnaire for conducting in-depth interviews; development of a form for interpreting data in digital format. The working hypothesis of the author’s marketing research is presented by the assumption that it is possible to form, develop and monetize positive consumer experience at the stages of consumer choice, acquisition, operation and disposal, which provides additional opportunities for the development of industrial marketing in the ecosystem format.

Keywords: marketing research; models of consumer behavior; industrial marketing ecosystem; production of trucks; marketing interaction.

DOI: 10.24412/2071-3762-2021-1287-34-38
Interpersonal Communications in the Internal Marketing Environment of Educational Organizations: Factor and Reserve of Competitiveness

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

This article examines interpersonal communications taking place in the internal marketing environment of educational organizations, which are one of the factors of the effective functioning of an institution. The article reflects the fact that a well-coordinated and organized at a high level the process of interpersonal communication accompanies the most accelerated growth rate and improvement of the institution’s position in the educational market. Interpersonal communications are considered as a reserve for increasing the competitiveness of an educational organization.

Keywords: educational marketing; interpersonal communications; educational institutions; educational process; image of educational organization; educational process; demand for educational product.

University Rating as a Method for Assessing Its Reputation
DOI: 10.24412/2071-3762-2021-1287-39-44

Abdujalilov Kholik Abdujalilovich, Applicant for the Department of Marketing, Service and Tourism, Maikop State Technological University; Pervomayskaya st. 191, Maikop, Russia, 385000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In conditions of high competition among higher educational institutions, the management of intangible assets is becoming an important aspect that determines the communication system. The public relations algorithm, focused on the search for characteristics that form the image of an educational institution, makes it possible to determine the competitive advantages of a given university. The image of a higher school is viewed from the perspective of some information resource that contributes to the perception of the educational unit by stakeholders. The formation of a managed image of the university is associated with monitoring the social expectations of society. In Russia, little is said about the university’s image as such; more and more often it is considered in the context of a university’s position in certain ratings. But the rating is a linear scale that does not show the «true face» and «true rank» of the university. With this approach, there is a risk of turning the reputation, brand, history of the university into some kind of figure, into a number, into a «place», which is fundamentally wrong. Now the main task for universities striving to be competitive in the regional markets of educational services is to develop their identity and strengthen the commitment of users of educational products.

Keywords: ranking, higher education institution; loyalty; image; commitment; reputation assessment; monitoring; educational services; high school brand.