DOI: 10.24412/2071-3762-2021-3289-3-10
Semantic Mapping – Advertising Content Development Technique

Tkhorikov Boris Aleksandrovich, Candidate of Sociological, Associate Professor, Head of the Department of Management and Marketing, Belgorod State National Research University; Pobedy 85 Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Lomovtseva Olga Alekseevna, Doctor of Economics, Professor of the Department of Economics and Management, Moscow City Pedagogical University; 2nd Sel’skokhozyaystvennyy proyezd 4, Moscow, Russia, 129226 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the author’s Semantic mapping technique, designed to create advertising content. The methodology was developed using an interdisciplinary approach of neuromarketing, swarm intelligence, sensory, behavioral and empirical marketing, with an emphasis on imaginative thinking and emotional reactions of consumers that are essential in advertising content. This allows you to create viral content based on creative solutions that are interesting to the marketing audience, applicable in omnichannel communication. The technique is based on identifying the opinions of the focus group and using them as reliable assumptions about reactions to advertising materials. Three stages of advertising content creation are revealed. The Semantic mapping technique has been tested in the marketing activities of various companies, including small businesses, and is notable for its low labor intensity and low budget. The case of application of the methodology in the development of an advertising product for a university is described.

Keywords: advertising content; content creation technique; swarm intelligence; neuromarketing; empirical marketing; semantic tools; perceptual map; advertising efficiency.

DOI: 10.24412/2071-3762-2021-3289-11-15
Features of Consumer Behavior in Online Shopping

Tyurin Dmitry Valerevich, Candidate of Economics, Associate Professor of the Integrated Communications and Advertising Department, Russian State University for the Humanities; Miusskaya Square 6, 125993, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Volkova Alexandra Olegovna, Specialist on Operative Producing, “Direct Treid” company; Seleznevskaya 11-a, 127473, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

To promote competitiveness of such elements of Special Transport Engineering Integrated Product as “Guaranteed repair service” and “Value-added services” the approach to manufacturer’s business cooperation based on establishing Shared service centre was described. The form of business cooperation is a trans-regional sectoral cluster that includes manufacturers placed on different geographical points and provides product’s after sale service regardless of its dislocation.

Keywords: Special Transport Engineering; Integrated product; business-cooperation; competitiveness; cluster approach.

DOI: 10.24412/2071-3762-2021-3289-22-29
Russian Market of Audit Services: Formation and Marketing Forecasts

Lyubofeev Vladimir Dmitrievich, Candidate of Economic Sciences, auditor, member of the Self-Regulatory Organization of Auditors of the «Sodruzhestvo» Association; Michurinsky prospect 21, building 4, Moscow, Russia, 119192 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ovcharenko Alina Vladimirovna, assistant auditor of LLC «Sphere»; Fontanka emb. 59, St. Petersburg, Russia, 191023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shtezel Anna Yurievna, Candidate of Economic Sciences, Associate Professor of the Trade and Public Catering Department, Plekhanov Russian University of Economics; Severnaya st. 360, Krasnodar, Russia, 350916 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The global market of audit services is the most dynamically developing market, despite the fact that audit activity itself is a new industry in the economy. In our country, the audit has appeared recently, but nevertheless, over the past 20 years, it has managed to strengthen its position relatively and prove its need for a wide range of users and performers. In the current market situation, due to the large number of failed banks and other organizations, the question of improving the quality of audit services is actively raised. The targeted development of the audit services market and its regulation is the key to ensuring the economic security of the state, the dynamic development of the economy, the rational use of all types of state resources, and the socio-economic well-being of citizens and legal entities.

Keywords: audit; audit services; individual auditors; external quality control of work; Self-regulatory Organizations of Auditors (SROA); indicators of the Russian market of audit services.

DOI: 10.24412/2071-3762-2021-3289-30-34
Methodological Approach to Assessing the Sea City Image

Petrova Galina Andreevna, Post-Graduate of International Marketing and Trade Department, Vladivostok State University of Economics and Service, Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaev Alexander Arkadyevich, Dr. Sci. (Econ.), Professor of International Marketing and Trade Department, Vladivostok State University of Economics and Service, Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Among scientists and specialists there is no common view on such concepts as “territory (city)”, “image of the territory (city)”, “favorable image of the territory (city)”, and there is also no universal methodological approach to assessing the favorableness of the image of a sea city. The concept of «city» is considered by the authors from the standpoint of the principles of cybernetic anthropology, as well as psychoprogramming – the scientific branch of the latter: as a complex of micro-objects of consumption, connected in the mind of the consumer by stable associations. The assessment of the favorableness of the image of the sea city proposed in the article is based on the applied direction of psychoprogramming – the theory of the choice of goods on the market (the theory of making a purchase decision) and the qualimetric approach.

Keywords: sea city; city image; assessment of the sea city image; cybernetic anthropology; psyprogrammistics.

DOI: 10.24412/2071-3762-2021-3289-35-40
The Role of Marketing Support in the Distribution Channels Digitalization

Dudakov Georgy Sergeevich, Master’s student, Saint Petersburg State University; Universitetskaya Emb. 7/9, St. Petersburg, Russia,199034 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Molchanov Nikolay Nikolaevich, Doctor of Economics, professor head of the Department of Economics research and development, Saint Petersburg State University; Universitetskaya Emb. 7/9, St. Petersburg, Russia, 199034 (This email address is being protected from spambots. You need JavaScript enabled to view it.).

The article is devoted to the description of marketing support of distribution channels in the conditions of digital transformation. Today, marketing is gaining many opportunities in the digital environment. In the context of the digitalization of the economy, the personalization of consumer requests and customer orientation are of crucial importance in building the chain of promotion of goods and services. Commodity turnover, in turn, is carried out in the conditions of a well-formed business ecosystem that focuses on several areas of customer life at once. At the same time, there is a transformation of consumer requests, which are characterized by high awareness and involvement in the purchase process. Thus, there is a formation of a «new generation consumer», which is characterized by integration into the value creation system.

Keywords: marketing; distribution channels; sales; digitalization; ecosystem.