Marketing Features of Promotion of Product Created within the Concept of the Internet of Things

Brutyan Murad Muradovich, PhD student, Russian Presidential Academy of National Economy and Public Administration; Specialist of Central Aerohydrodynamic Institute named after prof. N.E. Zhukovsky. Zhukovsky str. 1, Zhukovsky, Moscow, 140180, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Article is devoted to studying of influence of the Internet of things technology on the perspectives of modern business development and features of carrying out marketing activity. It is proved that the products connected to the Internet, both traditional, and innovative can have the additional consumer value, information on which marketing specialists need to convey to consumers. The novelty of author’s approach consists in statement that the problem of increase in efficiency of marketing activity has to considered combined: on the one hand, it is necessary to develop conceptual features of the connected to the Internet goods sales methods, and on the other hand – it is needed to use the Internet of things technology for improvement of interaction with consumers, improvement of quality of service and carrying out more detailed researches of the market. Possession of information obtained by means of such systematic approach will allow marketing specialists to pursue more purposeful marketing policy and develop more effective marketing strategies in order to keep loyalty of already existing clients and to attract new ones. That in turn will allow firms to increase volumes of sales at the favorable price, which as a result will open opportunity for receiving higher profit, than when using traditional marketing concepts.

Keywords: internet of things; marketing activity; business development tendencies; fourth industrial revolution; consumer value; high technologies; information society.

Problems and Prospects of Digital Marketing in Modern Vietnam

Doan My Linh, Post-graduate student of the marketing department, chief specialist of International department, Plekhanov Russian University of Economic; Stremyannyi lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to the current topic of marketing development in the Socialist Republic of Vietnam, namely the formation of digital marketing. Today, Vietnam is a country with a rapidly developing economy, and the availability of the Internet and cheapness to maintain favorable conditions for the development of electronic commerce. That’s why to maintain competitiveness in a changing environment, commercial companies should use marketing tools that are adapted to modern market realities (for example, on the Internet), for example, marketing of social networks (media), search engine optimization (SEO), use of direct mailings, contextual advertising, etc. The article analyzed statistical data on e-commerce, socio-demographic situation, and also studied consumer preferences of Vietnamese network users. As a result, trends in the development of digital marketing in Vietnam were predicted.

Keywords: digital marketing; Vietnam; social network marketing; Internet; mobile applications.

Using the Quality Function Deployment Method to Increase the Competitiveness of an Enterprise

Al-Ogaili Saad Musa Mahmeed, Assistant of Management and Economics Faculty, University Wasit; Street Al Rabiea, City Wasit, 52001, Republic of Iraq; Postgraduate, Ural State University of Economics, Shchorsa Str. 36. Ekaterinburg, 620130, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents an analysis of the QFD methodology and the results of its application for improving the quality of products by the example of the state leather factory in Baghdad (Iraq), which produces men’s leather jackets. An analysis is made of the comparative competitiveness of the tanning products of the Iraqi company and the Chinese manufacturers of men’s jackets: TUSHIDI and J.H.BAO. The application of the Quality Function Deployment Method is related to the need to survey consumers and clarify their requirements and wishes for the quality of the product. The results of the marketing research of consumers’ preferences on the characteristics of leather jackets showed that the production of the state leather factory in Baghdad is ahead of the Chinese competitors in terms of the quality of genuine leather. At the same time, the Baghdad factory backlogging by such characteristics as the design of the men’s jackets, the quality of tailoring, the interior trim, the price of the jacket. The article gives recommendations on elimination of competitive weaknesses of the Baghdad State Leather Factory.

Keywords: Quality Function Deployment (QFD); voice of the customer; house of quality; customer requirements; customer desires; product quality; product design; competition.

Marketing Research of Consumer Preferences at a Choice of a Pharmacy

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

Ivanchenko Olesya Valerievna, Candidate of Economics, associate Professor of Marketing and advertising, Rostov State Economic University (RINH); B. Sadovaya st. 69, Rostov-on-Don, 344002, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Aim: to Investigate consumer preferences when choosing a pharmacy in the situation of lack of growth of real consumer income and a constant shortage of temporary resources in the conditions of life in the modern metropolis.
Task: to conduct a survey of consumers – visitors to pharmacies in Rostov-on-don and to clarify the criteria by which consumers primarily carry out the selection of a certain pharmacy, which is important with the growth in the number of pharmacies in conditions of limited consumer demand.
Results. The results of marketing research allow us to conclude that the target audience of pharmacies has expanded, the priority in choosing a pharmacy for most consumers is the price, there was a trend of popularity of online pharmacies, providing discounts, allowing completing the order and picking it up, avoiding waiting in line. Saving time and financial resources are significant for consumers in the current socio-economic conditions. In addition to the speed of service, the perception of its quality is significantly influenced by the work of personnel involved in communication with consumers. This implies the need to train employees, to acquire the skills of effective sales management in the framework of consulting assistance, to identify and meet the needs of pharmacy customers.

Keywords: demand; choice of pharmacy; criteria; consumers.

Formation of Brands of Intellectually Intensive Events

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics, Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bulygina Anastasiya Nikolaevna, Master student, senior assistant of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics, Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Starokoshko Elizaveta Dmitrievna, Master student of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics, Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shatokhina Daria Dmitrievna, Master student, senior assistant of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics, Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The necessity for personalized, authentic brand communication with consumers and the development of innovations and intellectually intensive markets in Russia make the use of events and the event brand building more and more relevant as one of the most effective channels of communication. Considering the insufficiently explored methods of intellectually intensive markets branding and strong concentration on the event organization in domestic science, the detailed research and development of this branding direction is highly necessary. The proposed method of intellectually intensive events brand building and the identity model «The pyramid of the intellectually intensive event» provide an opportunity for event brand creation with unique customer experience even at the stage of creating an identity, and making key strategic decisions. The use of this method and model was descripted by the example of new event brand creation on expo market with the influence of master brand and developing the strategy of brand management on education market, considering to its sub-brands of event-projects.

Keywords: event brand; event branding; method of forming event brands; strategy of forming a new event brand; brand model; brand identity; event branding in the intellectually intensive markets; CJM; customer experience.