DOI: 10.24411/2071-3762-2020-10036
Research of Points of Contact between the Consumer and the Catering Enterprise: from Theory to Practice

Noskova Elena Viktorovna, Candidat of Economic Sciences., associate professor of the chair of Marketing, Commerce and Logistics Department of School of Economics and Management, Far Eastern Federal University; Suhanova Street, 8, Vladivostok, Russia, 690950 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Assessment of the points of contact of the consumer with the service sector enterprise is a relevant research vector of individualized marketing. This is due to the shift of emphasis in the marketing concept from meeting the needs and requirements of customers to building scenarios of consumer behavior taking into account points of contact. Within this paradigm, the consumer becomes an independent market segment. The purpose of this study is to analyze the existing and find the missing points of contact between consumers and a catering enterprise. We conducted a consumer survey conducted on a sample of 243 respondents based on the author’s questionnaire. The main idea of the proposed instruments is to consider the customer experience before, during and after a visit to the catering company. The results of the study made it possible to determine the priority points of contact, analyze their significance, and highlight those that are unfinished by the enterprise, but significant for the consumer. The most interesting result of this study is the fixation of the missing points of contact between consumers and a catering enterprise. Future research will focus on developing a methodology for constructing scenarios of consumer behavior based on the assessment of points of contact.

Keywords: contact points; satisfaction; loyalty; catering; consumers.

DOI: 10.24411/2071-3762-2020-10037
Marketing Potential of the Region: Essence, Approaches, Modeling

Krasyuk Irina Anatolievna, Postgraduate Student, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya str. 29, Saint-Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nazarova Elmira Alyarovna, Professor, Doctor of Economics, Professor, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya str. 29, Saint-Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Khalaf Karina Ziad, Head of the Department for Work with Federal Networks of VELTORF LLC; Gogol str. 1A, Velikie Luki, Pskov region, Russia, 182115 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Formation of the region marketing potential is one of the most important directions of regional policy development. This paper analyzes the structure of the main macroeconomic indicators, justifies the need to apply a marketing approach to regional management. Marketing management of a region is the integration of tangible and intangible assets, the use of marketing management technologies aimed at satisfying the regional consumer. The marketing potential of the region is a set of resources aimed at creating competitive advantages that ensure sustainable economic development. The authors “ position is reflected in the proposed model of the region”s marketing potential. The information obtained as a result of evaluating the marketing potential of the region will help to develop a regional marketing development program.

Keywords: regional marketing; marketing potential of the region; marketing strategy.

DOI: 10.24411/2071-3762-2020-10038
Attracting, Retaining, and Returning Consumers through Gamification

Mastyugin Alexandr Yurievich, Postgraduate Student, Department of Management, Southern Federal University; Bolshaya Sadovaya 105/42, Rostov-on-Don, Russia, 344006 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Suranov Andrey Yurievich, Postgraduate Student, Department of Management, Southern Federal University; Bolshaya Sadovaya 105/42, Rostov-on-Don, Russia, 344006 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gamification is a relatively new method of attracting and retaining customers. Thousands of companies around the world use the latest trends in marketing in order to maintain customer loyalty at the required level. But sometimes all you have to do is... play a game with him. Adults and children, men and women – everyone loves to play. And everyone will play by the company’s rules, if you offer it correctly. The authors of the article suggest looking at games from a different angle and «adopt» a new and effective method of attracting customers. The article provides recommendations and main ways to implement gamification for both large and small businesses. Special attention is paid to current trends in gamification in marketing, as well as the experience of large corporations in this segment. The authors justify the efficiency of this method of communication with the client.

Keywords: marketing; gamification; brand; customer engagement; customer loyalty.

DOI: 10.24411/2071-3762-2020-10039
Using Landing Pages in Online Education on the Example of Language Services

Botalova Anastasiya Ivanovna, Student of the Finance, Credit and Exchange Department, Perm State University, Dzerzhinskogo 2a, Perm, Russia, 614068 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Currently, most companies need to develop not just marketing, but Internet marketing strategies. They create websites for detailed product or service descriptions, as well as landing pages for collecting contact details of potential customers. Landing pages are a universal tool, but they have their own characteristics for different market segments. The purpose of the article is to analyze the landing pages of educational services on the example of platforms for learning a foreign language. It was found that landing pages in the segment of online education emphasize the benefits of a particular service, while paying minimal attention to the price of the product. One of the problems with landing pages is that users are afraid to leave their contact information.. In the educational market, this fear can significantly reduce conversion rates. Companies in their landing pages can give users the opportunity to try the proposed service without registration, as well as pay special attention to guarantees of the learning outcome. The author offers recommendations for the design of landing pages for educational services, which will increase user confidence and client base.

Keywords: internet marketing; landing pages; target action; call to action; online education; language education.

DOI: 10.24411/2071-3762-2020-10040
Research of University Choosing Criteria

Shaposhnikov Vladislav Alexandrovich, Doctor of Economics. Associate Professor, Professor of the Economics, Management and Marketing Department, Russian State Professional Pedagogical University; Mashinostroiteley str. 11, Yekaterinburg, Russia, 620012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Loginova Svetlana Leonidovna, Senior Lecturer of the Economics, Management and Marketing Department, Russian State Professional Pedagogical University; Mashinostroiteley str. 11, Yekaterinburg, Russia, 620012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Lomovtseva Natalya Viktorovna, Candidate of Pedagogical Sciences, Associate Professor, Director of the Institute of Continuing Education, Russian State Professional Pedagogical University; Mashinostroiteley str. 11, Yekaterinburg, Russia, 620012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article reflects the methodology and results of marketing research of consumers in the market of higher education services in the Sverdlovsk region. The research is based on the analysis of criteria for choosing a modern University. The authors developed a methodology for collecting and analyzing data, which includes two stages: determining the criteria for choosing a University with the help of experts and evaluating the criteria by students using a questionnaire. Using statistical methods of analysis, a ranked set of criteria for choosing a University is constructed, both from the point of view of experts and students. The most significant criteria were identified and a comparative analysis of the opinions of experts and students was carried out. Using the t-test of Student for independent samples, the influence of the form of education on the significance of the cost of education parameter is justified – students of the budget form of education rate this parameter more highly than non-budget students.

Keywords: marketing research; higher education services market; ranking method; focus group; survey, quantitative data, comparative analysis.