DOI: 10.24411/2071-3762-2020-10018
Development of Emotional Reactions Recognition Algorithm Based on EEG Data while Watching Commercials

Adiatullin Adel Vladimirovich, Project manager, JSC Neurotrend; territory of the innovation center «Skolkovo», Nobel str. 7-10, Moscow, Russia, 143026 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bashkovich Alexander Borisovich, Project manager, JSC Neurotrend; territory of the innovation center «Skolkovo», Nobel str. 7-10, Moscow, Russia, 143026 (This email address is being protected from spambots. You need JavaScript enabled to view it.)м

Shmonov Mikhail Mikhailovich, Data Scientist, HSE; territory of the Higher School of Economics, Tallinskaya str. 34, Moscow, Russia, 123458 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Galkina Natalia Valentinovna, Entrepreneur, Founder&CEO of JSC Neurotrend; 1st Mozhaisky tupik 8A, p.1, Moscow, Russia, 121059 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes the main results of many years of work dedicated to the creation of an EEG data based emotion recognition algorithm. Based on recurrent neural network algorithm classifies a TV commercial viewer’s emotional reactions without any subjective reports, determining the nature of emotional experience on the level of complex emotions such as joy, sadness, boredom, surprise, anger, fear, affection, embarrassment, emotional tense, reaction to humor, calmness, interest. In addition to the actual algorithm, the study results allowed to formulate operational definitions and describe some qualitative characteristics of the studied emotional reactions, such as: the level of emotional arousal, the level of expression, the emotional valence (modality), the ability to control, and the duration. We also collected a database of emotive video stimuli that can be used further research of emotions.

Keywords: commercial; emotions; emotional reactions; electroencephalography (EEG); recurrent neural network.

DOI: 10.24411/2071-3762-2020-10019
Holiday Marketing as a Way to Create an Emotional Connection between the Brand and the Consumer

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of Faculty of Technological Management and Innovations, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bulygina Anastasiya Nikolaevna, Master of Innovation, Teaching Assistant at Faculty of Technological Management and Innovations, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shatokhina Daria Dmitrievna, Postgraduate Student, Teaching Assistant at Faculty of Technological Management and Innovations, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Vorobieva Alena Aleksandrovna, Postgraduate Student, Lecturer of Practice at Faculty of Technological Management and Innovations, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

It is important to create a close emotional connection between the target audience and the brand and an additional value proposition to increase demand and consumer loyalty to the brand. Using holiday marketing helps to do this through branding and communication. Holiday marketing as a concept has a novelty, and the specialists who use it focus mainly on the instrumental component. Therefore, it is necessary to theoretically study the method of holiday marketing, its approbation and testing on practical cases. The method proposed by the authors is complex and includes 3 stages: analytical, strategic and tactical. This helps to plan and implement special marketing campaigns dedicated to the holidays in a holistic way in order to influence the consumer’s emotions and stimulate demand. The method is described based on the creation of a new year’s holiday campaign for a jewelry brand in the middle+ segment, for which the use of standard sales activation methods used in mass market is not relevant.

Keywords: holiday marketing; special communications; BTL; demand stimulation; brand’s emotional connection with the consumer; loyalty.

DOI: 10.24411/2071-3762-2020-10020
Customer Value for IT-service: the Approach to Research

Khlebovich Daria Igorevna, Candidate of Economics, Associate Professor of Management, Marketing and Service Department, Baikal State University; Lenin str. 11, Irkutsk, Russia, 664003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Vygovskaya Polina Dmitrievna, Master“s Degree in Management, Baikal State University; Lenin str. 11, Irkutsk, Russia, 664003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the consideration of the nature and structure of IT-service value in B2B market. There is an urgent need to mainstream the subject of the research. In a competitive environment the distinct value and utility lead to both building long-term relationships and emergence of sustainable mutual benefits for participants in service delivery process. The search for an answer to questions about the structure of value and the resonating focus of value proposition becomes extremely important.
The discussion devoted the evolution of marketing allows to conclude that today it is considered as a set of processes for creating and delivering value to the consumer. Marketing research should also focus on a comprehensive study of value for consumer / client. It is important to know which attributes create value for the consumer, and what changes must be implemented in the company’s work in order to respond to the consumer’s request.
The research object is the «1C» franchisee company. Based on the non-monetary approach of measuring customer value using the SERVQUAL method, two rounds of pilot research were carried out using CATI technology. Twelve attributes were used to evaluate the perceived characteristics of IT-service.
Relatively contradictory results were obtained, which have not provided yet the opportunity to draw clear conclusions about the expected value structure. Many perceived characteristics were highly scored, but this is in conflict with the high churn rate of customers. It was possible to determine the perceived characteristics with low ratings, and the respondents’ comments indicated the reasons for this: a long wait for a solution to the client’s problem, incompetence of a specialist in the consulta-tion line. Criteria «Responsiveness» received the lowest ratings.
The preliminary resonating focuses of the value proposition were selected: new customized services for customers, unique and high-speed communication channels, and personal manager for a long time.

Keywords: information support of business; market offer; satisfaction; value; SERVQUAL.

DOI: 10.24411/2071-3762-2020-10021
Methodology for Assessing the Competitiveness of an Integrated Transport Product of a Shipping Company

Megey Ekaterina Sergeevna, Post-graduate of International Marketing and Trade Department, Vladivostok State University of Economics and Service; Gogolya str. 41, Vladivostok Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

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

The authors of the article note that there are no integrated accepted assessment methodology of competitiveness of an integrated transport product of a shipping company (specializing to freight cargo shipping) among scientists and specialists. The authors suggest to use the assessment methodology of competitiveness of an integrated shipping product of a shipping company based on the decision making theory (theory of emotional sales). The main content of the theory of decision making theory is that integrated products is as objects of trade (trading offers) on the market. An integrated product is a multi-purpose product of operation of the company (main and addition) which are connected with each other by stable associative relation. The main product is a product related to the satisfaction of the basic needs of the buyer, but «additional product» is a product associated with the satisfaction of additional needs. The buyer is programmed to choose such integrated products that are characterized by the best quality to price compared to competing products. «Quality of integrated product» is seen as the degree of matching characteristics for requirements, taking into account the importance of each characteristic for the buyer. The method is includes seven steps. At the first step, it is necessary to find the consumer characteristics of the integrated transport product (basic and additional). The second step it is necessary to calculate the «weight» coefficient for each of the characteristics. At the third step, it is necessary to assess the quality of this integrated transport product. At the fourth step, it is necessary to calculate the indicator of consumer appeal of this integrated product. At the fifth step, it is necessary to assess the quality of the integrated transport products of companies –competitors. At the sixth step, it is necessary to calculate the indicator of consumer appeal of the integrated transport products of companies – competitors. At the seventh step, it is necessary to calculate the indicator of the competitiveness of this integrated transport product.

Keywords: shipping company; integrated transport product; competitiveness; decision making theory; an assessing of competitiveness; assessment methodology of competitiveness.

DOI: 10.24411/2071-3762-2020-10022
Status Analysis and Prospects of the Educational Technology Market in Russia

Tokarev Boris Evgenievich, Ph.D., Professor, State University of management, Marketing Department; Ryazansky Prospekt 99, Moscow, Russia, 109542 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tokarev Roman Borisovich, Head Patent Specialist, Yandex; Lev Tolstoy street 16, Moscow, Russia, 119021 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The research is devoted to the analysis of the state of the market of educational technologies widely used in educational processes. A review by the authors showed that certain efforts are being made in Russia in the field of development of solutions based on application ща technologies in education. The global pandemic has violated the usual process of implementation of new technologies, indicating the need for distance learning. The global and domestic markets for educational technology are growing rapidly, involving a significant number of companies and consumers. However, growth is observed in different segments unequal. Extended consumer segmentation is proposed, which includes additional higher education, trainings and corporate trainings. Market segment ratings are shown. An analysis of patenting of educational technologies has been made. The analysis shows that the number of patents is comparatively small, while the new developments in the field of artificial intelligence, machine learning, BigData, AR / VR, gamification and personalization of education allows us to hope for the development of their application for educational purposes. It is noted that in view of absence of significant innovations in this area, companies direct their efforts to marketing tools of branding, therefore the intellectual property management of companies in the field of educational technologies is more focused on trademarks.

Keywords: education technology; market; segment; patent; trademark.