DOI: 10.24411/2071-3762-2020-10032
Problems of Pricing of the Public Procurement System in the Conditions of Stimulating Competition

Bakulina Anna Aleksandrovna, Doctor of Economic Sciences, Professor of the Department of Public Administration and Municipal Management, Director of Consulting, Projects and Sustainable Development of Financial University under the Government; 49 Leningradsky Prospekt, 125993, GSP-3 Moscow (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Karpova Svetlana Vasilevna, Doctor of Economic Sciences, Professor of the Department of Logistics and Marketing, Head of Experimental Laboratory “Neurotechnology in Management” at the Department “Logistics and Marketing” of Financial University under the Government; 49 Leningradsky Prospekt, 125993, GSP-3 Moscow (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This paper describes the main issues of pricing processes, in particular in determination and justification of guaranteed maximum price contract (GMP), which may cause or realy causes difficulties for customers. Such problems and limitations may include general issues that relate to the entire pricing process, as well as individual stages (planning, execution of contracts), and methods of substantiation of the GMP. The problems that arise when determining the GMP in accordance with the Methodological Recommendations of the Ministry of economic development of the Russian Federation are also noted. Practical examples of violations described in this paper highlight the severity of the problem. Price problems are of an institutional nature, which is why special attention is paid to the GMP as one of the factors of price inefficiency. The greatest number of violations and questions arise when applying the method of comparability of market prices: the uniformity and identity of information, the reliability of information sources for determining the GMP, the use of coefficients for price conversion. Determining a reliable GMP is a complex system that requires training of specialists, improving the mechanisms for using information sources and monitoring tools. It is noted that it is necessary to change the significance of criteria for selecting a supplier from price to quality, as well as to work on improving Methodological Recommendations, automation and standardization of determination and justification of the price of the contract.

Keywords: pricing in procurement; guaranteed maximum price contract; guidelines; methods for determining the guaranteed maximum price contract.

DOI: 10.24411/2071-3762-2020-10033
Changes in Consumer Behavior in the Consumer Goods Market under the Influence of Digitalization in Russia

Voronkevich Alena Borisovna, PHD student of the Department of Logistics and Marketing, Financial University under the Government of the Russian Federation; Kibalchicha 1, Moscow, Russia, 129164 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Based on the analysis of the transformation of consumer behavior in the market of consumer goods under the influence of the development of digitalization in Russia, the article offers a description of the specifics and structure of consumption in the selected market; highlights the main trends in consumption and factors affecting them. The impact of social changes on consumer behavior is highlighted separately, and modern tools for media strategies of major FMCG brands are described. The main trend in 2020 was the coronavirus pandemic, which strongly influenced the transformation of product consumption processes towards a significant increase in online sales.
Factors that influence consumer behavior in the FMCG market are:
* Development of e-Commerce.
* Adapting the marketing strategy to the realities of the digital economy.
* Development of the format of online store aggregators.
* Increase in purchases based on promotions.
* Promoting a healthy lifestyle and conscious consumption.
* The emergence of new technological solutions.
The information obtained during the analysis of changes in consumer trends will allow top managers of FMCG companies to develop an effective strategy for product development and promotion in a changing environment.

Keywords: fast moving consumer goods; marketing; digitalization; market research; pandemic; online shopping; transformation; consumer behavior.

DOI: 10.24411/2071-3762-2020-10034
The Impact of Assessing Customer Satisfaction and Loyalty on the Elaboration of Company’s Development Scenarios in the B2B Market

Vinichuk Oksana Yurievna, Ph.D., assistant professor of marketing, commerce and logistics, the Far Eastern Federal University (FENU); Bay Ajax 10, building G (22), Russian island, Vladivostok, Russia, 690922 (кThis email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents the main stages of assessing the levels of customer satisfaction and loyalty in the B2B market of non-alcoholic beverages in Primorsky Krai in order to evolve scenarios for the development of its key players. Problems with the level of customer satisfaction have regional specifics, which is relevant for large companies, such as Coca-Cola HBC Russia. Currently, most companies do not evolve development scenarios and miss the opportunity to manage customer satisfaction, which in turn does not allow them to optimize resources and make managerial decisions adapted to the needs of their customers. As a result of the research, hypotheses were formed and proved that can ensure the choice of the optimal scenario for the company’s development, taking into account the specifics of the regional B2B soft drinks market. The paper presents an algorithm for the Elaboration a scenario for the company’s development, as well as recommendations for improving the level of satisfaction and loyalty of its customers, which may be of practical interest to all participants in this market.

Keywords: customer satisfaction level; loyalty index; company development scenario; marketing research; non-alcoholic products market.

DOI: 10.24411/2071-3762-2020-10035
Emotional Marketing as a Concept of Generation Z Consumer Experience Management

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.)

Savostin Daniil Aleksandrovich, Master of Innovation, 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.)

Zemlyannaya Anastasia Stanislavna, Master of Innovation, 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.)

Consumer experience management is one of the most important areas of strategic marketing. It is a way to build long-term consumer relations with brands. It is important to form a close emotional connection between the brand and its target audience because of high competition not only product but also value propositions. A means of creating such connection is to build a system of multiple points of contact between a consumer and a brand, in each of which emotionally colored consumer impressions can be formed. This article proposes a method for constructing a consumer experience management system. Generation Z is considered as the target audience (because for it the emotional factors of the product and service play a special role and this generation is especially attentive to the emotions broadcast by the brands in communications). Emotional marketing as a way of managing the consumer experience of the Z generation requires a methodological study of the concept, algorithms and tools. The article proposes a comprehensive method focused at analyzing the emotional fields of the brand and its target audience and focused at developing solutions for creating a system of contact points, in each of which consumers get emotional consumer experience. The method is developed to design a consumer experience management system based on the concept of emotional marketing.

Keywords: emotional marketing; consumer experience; Generation Z, customer experience management; points of contact.