Pp. 3-11

DOI: 10.24412/2071-3762-2022-2299-3-11
Building a Target Function when Processing the Results of Marketing Research

Zakuskin Sergey Viktorovich, Candidate of Technical Sciences, Deputy General Director, Compass Research Agency LLC; Oktyabrskaya st. 60-2-10, Moscow, Russia, 127521 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The objective function can be used to evaluate the characteristics of each respondent, compare groups of respondents and identify the most attractive among them, control market processes and evaluate the effectiveness of marketing activities.

Keywords: objective function; purchasing behavior; target group segment; purchasing activity; factor analysis; discriminant analysis; quantification of measurement scales.

Pp. 12-17

DOI: 10.24412/2071-3762-2022-2299-12-17
Key Methods to Improve the Internet Promotion Effectiveness without Using Cookies

Sheynina Maryana Alexandrovna, Candidate of Economic Sciences, senior lecturer of the Department of «Advertising and Public Relations in the Media Industry», Moscow Polytechnic University, Bolshaya Semyonovskaya st. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The largest Internet companies Google and Apple are going to exclude the possibility of using third-party (3rd party) cookies in their browsers, which will not allow analyzing the actions and interests of users, and forming audience segments taking into account the identified interests to demonstrate advertising. These changes will reduce the effectiveness of promotion and increase the amount of spending on achieving targets for advertisers. The upcoming changes will change the system for implementing advertising campaigns in the Internet environment. The role of mobile operators in the advertising market will increase. With the development of data management solutions (DMP) on the side of mobile operators, we should expect an increase in the interest of advertisers in such solutions. At the same time, it is possible to predict an even greater concentration of advertising budgets in Internet holdings, which entails monopolization of audience data and limits the number of independent providers of advertising and information technology services. Advertisers will be required to reconsider approaches to working with data, adjust work with web analytics, switch to other methods of promotion on the Internet, taking into account the product category.

Keywords: marketing communications; internet communications; promotion in digital media; digital economy; efficiency assessment of internet promotion; audience segments; programmatic advertising.

Pp. 18-23

DOI: 10.24412/2071-3762-2022-2299-18-23
Marketing Projects for Territories Development

Abduzhalilova Firuza Yusufovna, 2nd year postgraduate student, Department of Project Management, State University of Management (GUU); Ryazan Ave. 99, Moscow, Russia, 109542 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The development of Russia is impossible without the effective development of regions integrated into the national and international economy. The formation of prestige, a favorable image and investment attractiveness of the national economy is formed, among other things, through the formation of the image and attractiveness of the country’s territories. The transformations of the Russian economy have led to the differentiation of regions that have an uneven degree of economic development, geographical, climatic, social and cultural characteristics. As a result, different economic situation, investment attractiveness, political stability, quality of life, level of security and crime, tourist attraction, level of infrastructure development have formed in the regions. In the current situation, the importance of forming unique competitive advantages of territories increases. Territory marketing is an effective tool for this. Thanks to well-designed marketing projects, you can make the brand of the territory recognizable and attractive.

Keywords: territorial development; regional marketing; project marketing; image of territories; competitive advantages.

Pp. 24-30

DOI: 10.24412/2071-3762-2022-2299-24-30
Competition in Medicine as an Effective Tool for Qualitative Changes in the Healthcare Industry

Zubareva Natalia Nikolaevna, Candidate of pedagogical sciences, associate professor, 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.)

The article analyzes the key indicators of the Russian healthcare system and their dynamics and concludes that the creation of competitive conditions in the healthcare system, the launch of mechanisms of civilized rivalry between medical institutions, doctors, are tasks without understanding and solving which qualitative changes in the current state of domestic healthcare are impossible. At present, it is quite obvious that the formation of conditions for the development of a competitive environment in medicine, the management of the competitiveness of medical institutions and medical practices, the formation of the competitiveness of medical labor can be considered an effective tool towards a qualitative change in the healthcare industry itself and, most importantly, an absolutely necessary condition for the formation of modern marketing relations between a patient and a doctor.

Keywords: marketing communications between a doctor and a patient; competition in healthcare; competitiveness of a medical institution; the market of private and public medical services.

Pp. 31-37

DOI: 10.24412/2071-3762-2022-2299-31-37
Service Quality Index as an Indicator of the Transport Service Level

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

Konogray Olga Anatolyevna, Senior Lecturer of the Department of Logistics and Commercial Work, Saint Petersburg State Transport University of Emperor Alexander I; Moskovsky prospect 9, St. Petersburg, Russia, (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The increase in traffic volumes and profits of transport companies is based on meeting the needs of consumers of transport services. The competitiveness of the industry is determined by the provision of transport services that meet the expectations of customers. To determine the level of service of transport services and identify problematic issues, quality indicators are used. The article considers the index of the general level of satisfaction with the quality of services, the main criteria for assessing the level of service of transport services in the field of freight transportation. The analysis of statistical data for the last five years (the period 2017 – 2021) has been carried out and the dynamics of the Quality Index indicator, determined on the basis of processing survey data of respondents according to criteria related to the level of service of mainline railway transport companies, has been demonstrated. The data obtained as a result of the study can be used to improve the quality of transport services in key areas.

Keywords: quality; quality index; services; transport service; marketing; transport strategy; railway transport.

Pp. 38-44

DOI: 10.24412/2071-3762-2022-2299-38-44
New Technologies in the Field of Social Marketing Development

Mikhalyuk Valeria Igorevna,Candidate of Political Sciences, expert of the site «People’s Choice» http://vybor-naroda.org; Cosmonaut Volkov str. 5, Moscow, Russia, 125269 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kolosova Svetlana Valentinovna, PhD of Psychology, President of the «Starayua Ploshchad» consulting group; Kuznetsky Most str., 21/5, Moscow, Russia, 103031 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Social marketing continues to expand its fields of study. Recently, the topic of gender balance and its role in the development of the economic component of our society have become relevant. Methods of social marketing, including the creation of «social orientation maps», social advertising and social logistics are increasingly helping consumers in orientation in society. Various surveys claim that 76% of the number of purchases are made by women, so marketers try to take this factor into account as well. After all, it is women who use shopping as an antistress and it is women who are more likely to have a gender bias in choosing a particular product, whether it is cosmetics, clothes, cheese or psychological training and a tourist trip. Therefore, as new technologies as the study of classical developments in consumer marketing and advertising are undoubtedly very useful and productive in the development of social marketing methods.Marketing partly exists to make it easier for people to live and navigate in the social world. The factor of gender inequality in the presentation and perception of an advertising or socially oriented text should avoid emotional pressure (female factor) and aggressiveness (male factor). On the contrary, we often observe that aggressiveness and emotionality are increasingly present in advertising and marketing developments.

Keywords: social sphere marketing; neuromarketing; male and female brand; social logistics; social advertising; customer orientation; emotionality; demand; fraud; consumer differences; digital technologies.