Research and Modeling of the Megapolis Consumer Market

Neganova Valentina Petrovna, Doctor of Economics, Professor, Head of the Sector for Development of Agri-Food Systems and Marketing Research, Institute of Economics, Ural Branch of the Russian Academy of Sciences, Moscowskaya, 29, Ekaterinburg, Russia, 620014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Naumov Ilya Viktorovich, Ph.D., Associate Professor, Department of Economics and Management, USMU, Head of the Laboratory for Modeling Spatial Development of Territories, Institute of Economics, Ural Branch of the Russian Academy of Sciences, Moscowskaya, 29, Ekaterinburg, Russia, 620014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sedelnikov Vladislav Mikhailovich, Postgraduate Student, Junior Research Fellow, Laboratory for Modeling Spatial Development of Territories, Institute of Economics, Ural Branch of the Russian Academy of Sciences, Moscowskaya, 29, Ekaterinburg, Russia, 620014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents the results of a study of the main trends in the development of the consumer market of a megapolis, which can be used to develop measures to improve the interaction process between the main actors of this market. Is given a description of the theoretical aspects of the consumer market of the megapolis: definitions of this concept, functions, factors of the external and internal environment, structure and key actors. The authors showed that a value-oriented approach in relationship marketing can be used to solve the problem of harmonizing the needs, interests and values of the main interacting parties (consumers, business, authorities) in the consumer market of a megapolis. The results of the correlation-regression analysis of the structure of the consumer market of Russian megapolises indicate the dependence of the consumer market turnover on the retail trade turnover and the total volume of all food products sold on the territory of the megapolis. At the same time, the catering turnover indicator is insignificant. Based on the conducted spatial analysis and the obtained spatial clustering, was drawn a conclusion on the disproportionate territorial distribution of the consumer markets of megapolises in Russia. It is not enough to have only one growth pole in Moscow in such a big country as Russia. For effective growth of consumer markets of such megapolises as Ufa, Novosibirsk, Ekaterinburg, Kazan and Nizhny Novgorod, despite their high rates, there is not enough superiority over the territories surrounding them. Finally, the consumer markets of such megapolises as Chelyabinsk, Omsk, Perm, Krasnoyarsk, Samara, Rostov-on-Don, Volgograd and Voronezh are in the wake of the development of their surrounding territories, which also indicates an imbalance in the regional distribution of productive forces.

Keywords: consumer market of megapolis; relationship marketing; value-oriented approach; spatial autocorrelation; regression model.

Evolution of Views on the Theoretical and Conceptual Basis of the System of Commodity Circulation in the Distribution Channel

Kolgan Maria Vladimirovna, Ph.D., Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical University; Gagarin sq. 1, Rostov-on-Don, Russia, 344000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the evolution of the formation and development of distribution theory, presents the definitions, components and conceptual foundations of the product distribution system. The period under consideration includes sources from the 1950s until now. For analysis, domestic and foreign studies were used. It has been revealed that the fact of synonymy of concepts: “distribution channel” and “marketing channel” deserves the most attention. The author pays special attention to the generalization and rethinking of the opinion about the terminological fullness of these categories, the essence, characteristics, classification and functions of concepts are specified, taking into account research in this area. The main stages of the evolution of the theory of commodity circulation are described, considering the prospects for the development of channels, turning them into “value chains”. It is shown that there is an objective need to integrate the concepts of marketing and logistics, which will ensure, through mutually beneficial functional infusion, an increase in the efficiency of the distribution system.

Keywords: distribution channel; marketing channel; distribution system.

Marketing Business Processes Impact on the Innovation Effectiveness in Retail Chains

Krasyuk Irina Anatolyevna, Professor, doctor of Economics, Professor of higher school of service and trade, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, Saint-Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Moshkin Ivan Yuryevich, Master of Direction “Trading Business” Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, Saint-Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nazarova Elmira Alyarovna, Master of Direction “Trading Business” Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, Saint-Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sedyakina Anna Alexandrovna, Postgraduate Student, Higher School of Service and Trade, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, Saint-Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Management of marketing business processes is a complex system task, which requires the availability of resources. The use of marketing tools without a systematic approach to network trading leads to errors in the management of marketing activities. Modern marketing covers all activities of network trade. The functioning of marketing business processes involves the introduction of innovations. Implementation of innovative activities in network trade is focused on further integration of innovative and marketing business processes. In work modeling of process of introduction of innovative technology «online-to-offline» in activity of retail trade network «Lenta» is carried out. The evaluation of marketing business tasks allows to evaluate the positive impact of innovative technology «online-to-offline» on marketing business processes.

Keywords: marketing business processes; network retail; innovative activity; marketing support of innovations; marketing tasks.

On the Issue of Marketing Management Model of Innovative Trade Development

Medvedeva Yulia Yuryevna, Candidate of Economics, Associate Professor of the Department Marketing and engineering economy, Don state technological university; Gagarin Square 1, Rostov-on-Don, Russia, 344001 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article investigates approaches to marketing modeling as a tool to integrate the marketing concept at all levels of enterprise management. The actual approaches to business modeling, the essence of which is to identify so important categories for business and marketing management as target customers, value proposition, cost structure and revenue generation mechanism are explored. The most promising approach to modeling of marketing management is based on the integration of a set of business processes and related their tools into the overall business model of the trading enterprise. Models of integrated and holistic marketing are the most promising for the formation of a marketing model of innovative trade’s development, as providing a high level of customer focus, customer involvement, marketing knowledge capital, IT –assets. The general approach to modeling of the marketing model of innovative development can be presented in the form of unity of components: strategy of innovative development, methods of marketing management, resource support. The integrated model of marketing management of innovative development of trade, covering business processes of the trade enterprise of all levels, will allow to achieve the purposes of innovative development due to possibility of formation of relationship of the trade enterprises with producers and consumers, realization of marketing of co-creation, internal marketing of retailers, to provide realization of interests of all designated participants of the commodity address. The high level of integration of the marketing platform will allow to achieve the objectives of innovative development of the trading enterprise at the expense of organizational management resources.

Keywords: marketing; model; retail; innovative development; methodology.

Features of the Influence of Digital Marketing Technologies on Consumer Decision-Making when Choosing Russian Airlines

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

The article presents studies on the assessment of the impact of digital marketing technologies on consumer decision-making by customers when choosing airlines. Given the modern individualization of consumer demands, in the world are growing trends that require new approaches to marketing management. The introduction of digital technologies in the marketing activities of airlines sharpens the competition for the consumer and promotes the active use of digital marketing. The study conducted an assessment of consumer preferences at each stage of decision making when choosing an airline, presented a model of consumer behavior that takes into account the specifics of content perception at each stage of decision making when choosing airlines and developed recommendations for Russian airlines to improve their marketing activities using optimal technology and digital marketing tools.

Keywords: consumer behavior model; digital marketing; SMM; SEO optimization; email distribution; contextual advertising; banner advertising; viral advertising; targeting; airlines; air applications.