Pp. 3-9

DOI: 10.24412/2071-3762-2023-1307-3-9
Technological Leadership: Marketing Role in its Achievement in Modern Russia

Sozinova Anastasia Andreevna, Doctor of Economics, Associate Professor, Professor of Management and Marketing Department, Vyatka State University; 36 Moskovskaya St., Kirov, Russia, 610000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bondarenko Victoria Andreevna, Doctor of Economics, Associate Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RSUE); 69 B. Sadovaya St., Rostov-on-Don, Russia, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Palkin Alexander Valentinovich, postgraduate student of Management and Marketing Department, Vyatka State University; 36 Moskovskaya St., Kirov, Russia, 610000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article examines the problems of technological leadership in modern conditions and the role of marketing activities in its achievement. Modern Russian enterprises do not fully use marketing tools to develop the processes of achieving technological leadership in Russia. At the same time, in the case of a higher level of technology, most likely, they will leave such competitive advantage as the main one. In this regard, the scientific novelty of the research lies in the specification and practical application of marketing in the activities of enterprises implementing the updated marketing mix, which will accelerate the processes of achieving technological leadership and will be competitive, especially in the digital environment in the context of global challenges.

Keywords: technological independence; marketing activity; marketing mix; marketing potential.

Pp. 10-17

DOI: 10.24412/2071-3762-2023-1307-10-17
Territory Marketing Tools in Solving the Problems of Region Industrial Development

Starikova Maria Sergeevna, Doctor of Economics, Associate Professor, Professor of Marketing Department, Belgorod State Technological University named after V.G. Shukhov, 46 Kostyukov St., Belgorod, Russia, 308012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Voronov Alexander Alexandrovich, Doctor of Economics, Associate Professor, Professor of Logistics and Commercial Work Department, Emperor Alexander I St. Petersburg State Transport University, 9 Moskovsky Av., St. Petersburg, Russia, 190031 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ponomarev Ivan Nikolaevich, postgraduate student, Belgorod State Technological University named after V.G. Shukhov, 46 Kostyukov St., Belgorod, Russia, 308012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Challenges of the industrial development of the Russian regions include the need to overcome deindustrialization and solve the problem of import substitution, the development of high-tech enterprises and the introduction of artificial intelligence technologies, the complication of innovative processes and the ecosystems formation. The need of industrial enterprises to activate territorial marketing at the regional level is growing in the current conditions of industrial development. Territory marketing in this context is considered as a client-oriented approach to the development of geographic locations, which implies a long-term process consisting of interrelated actions aimed at retaining and attracting various target groups to the territory. It is substantiated that it is expedient to include a multi-product, the cost of consumption, the process of consumption, and promotion into the marketing complex of the region. The main consumer groups of the region are identified and it is shown that the key segment for industrial development is the R2B (Region-to-business) segment. The main points of interaction between territorial marketing and the industrial development of the region are determined, namely: image interpenetration, task convergence and synergy of results, the use of marketing potential as a tool to reduce uncertainty and instability of the market and industry environment.

Keywords: industrial development; regional marketing; territorial marketing; marketing mix; regional industrial system.

Pp. 18-24

DOI: 10.24412/2071-3762-2023-1307-18-24
Marketing Analysis of an Educational Organization

Shevchenko Dmitry Anatolyevich,Doctor of Economic Sciences, professor, head of the department of communication management and relationship management RSSU; expert of the Guild of Marketers, Vice President for Science of the Academy of Imageology (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Marketing analysis is the collection, processing of information, data on the real and strategic behavior of an educational organization in order to achieve its goals. The main focus of marketing analysis is the behavior of consumers, the definition of their purchasing activity. Marketing research professionals begin their analysis from a marketing intelligence standpoint. Marketing analysis concerns the interpretation of data collected as a result of marketing research, as part of the implementation of complex marketing tasks (“4Ps” and “7Ps”), their systematization and modeling. The article discusses methods of marketing analysis at the corporate and operational levels, analysis of the target audience and competitors, procedures and approaches for evaluating educational products, their prices, distribution channels, communications, consumer and competitor behavior in the digital environment. The article discusses the methods of heuristic analysis of the behavior of an educational organization in a competitive environment: peer review, SWOT analysis, STEP analysis, McKinsey (GE) analysis, BKG portfolio analysis, M. Porter’s competitive analysis, GAP analysis, ABC analysis. Particular attention is paid to conducting SWOT – analysis of the state and prospects for the development of an educational organization. Marketing analysis of the organization’s digital environment, according to the author, is proposed to be carried out based on the action of digital marketing mix factors: website SEO, content marketing, social networks, interactive advertising of an educational product. The effectiveness of the digital marketing mix factors can only be established by conducting marketing research. The article presents the author’s original methods of marketing evaluation of the site, communications of educational brands in social networks, systems of integrated marketing communications.

Keywords: marketing analysis; marketing intelligence; SWOT-analysis; STEP-analysis; digital marketing mix.

Pp. 25-30

DOI: 10.24412/2071-3762-2023-1307-25-30
Applying a Marketing Approach in Rebranding the Name of the Department

Metlina Anastasia Evgenievna, PhD in Economics, Associate Professor of the Department of Economics and Methods of Teaching Economics, Tomsk State Pedagogical University; 60 Kievskaya St., Tomsk, Russia, 634061 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the application of a marketing approach while developing the name of the department. The emergence of competition among educational institutions creates the conditions for active marketing activities in which the attention and resources of the target audience are prioritised. The author suggests considering the name of the department from the position of a brand – a unique name that can serve as a marketing tool for positioning and promoting the activities of the department and its products in each of the target audience groups. A new approach to searching for and generating ideas is explored, and a new principle of developing a name for a department of an educational institution is tested. The main result: the implementation of the marketing approach in the development of the brand name of the department. For example, a new name - «Department of Managerial Competence Development» - was developed for the existing Department of Economics and Methods of Teaching Economics of the Faculty of Technology and Entrepreneurship at the Pedagogical University.

Keywords: brand; brand management (branding); life cycle; department rebranding; niche specialization; Department of Managerial Competence Development.

Pp. 31-35

DOI: 10.24412/2071-3762-2023-1307-31-35
Improving Economic Efficiency of Volgodonsk Branch of LLC “EcoCenter” Based on Environmental Marketing Principles

Popova Tatiana Sergeyevna, Associate Professor of Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI», 73/94 Lenin St., Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Zalisko Tatiana Alexandrovna, student of Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI», 73/94 Lenin St., Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Currently, in the age of rapid development of various branches of the national economy, the issue of environmental safety is acute. There is an increasing interest in caring for the environment, reducing the number of biogenic risks and reducing the degree of their harmful effects. Ecological marketing is becoming one of the leading trends in business against the background of worsening environmental problems. Eco marketing is becoming an increasingly relevant «resource» at the moment, and many enterprises are trying to run their business on its principles. Observing the key provisions of the ecological marketing concept in the enterprise will both help to protect the environment, and make it possible to increase the economic efficiency of the enterprise. The paper discusses the implementation of the PET bottle pressing mechanism and equipping them with containers for collecting plastic. The object of the study is the Volgodonsk branch of LLC «EcoCentre» which is a regional operator for waste management. This enterprise will be used as an example to consider the idea of using the environmental marketing principles. In the future the developments on this issue can be replicated in other municipalities.

Keywords: environmental marketing principles; Volgodonsk branch of LLC «EcoCenter»; economic efficiency; PET bottle pressing mechanism.

Pp. 36-40

DOI: 10.24412/2071-3762-2023-1307-36-40
Digital Transformation of Business in Power Equipment Market

Popova Tatiana Sergeyevna, Associate Professor of Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/94 Lenin St., Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kalmykova Diana Sergeyevna, student of Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/94 Lenin St., Volgodonsk, Russia, 347360 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Orlov Pavel Vyacheslavovich,Candidate of the Department of Management and Marketing, Belgorod State National Research University; 85, Pobedy St., Belgorod, Russia, 308015 ( This email address is being protected from spambots. You need JavaScript enabled to view it.)

The course on import substitution, taken by the domestic production energy industry almost ten years ago, helped in 2022 to minimize the problems with the shortage of certain types of products and the destruction of previously built logistics chains. Import substitution, which began several years ago, helped the industry to maintain its previously established positions and potential. According to Rosstat, the country’s electrical equipment output in 2022 was 96.3% compared to a year earlier. Experts believe that the new sanctions due to the start of the special military operation and leaving a number of foreign industry companies from Russia last year have not had a critical impact on the production sector in the power industry. The import substitution policy adopted back in 2014 demonstrated its positive effect, and there has been no serious failures in most segments of equipment required for the power industry. It has been possible to stabilise the situation and bring the industry to a new level by, including digital business transformation, which is one of the main factors increasing the competitiveness of energy companies.

Keywords: energy complex enterprises; digital marketing; digitalization; digital twin; power engineering market; «Atommash» the branch of JSC «AEM-Technologies».