Pp. 3-10

DOI: 10.24412/2071-3762-2021-9295-3-10
Gaps in Behavior Patterns of Russian and Chinese Consumers when Choosing Products on the Internet

Noskova Elena Viktorovna, Candidat of Economic Sciences., associate professor of the chair of Marketing and Market Development Department, School of Economics and Management, Far Eastern Federal University; FEFU Campus, 10 Ajax Bay, Russky Island, Vladivostok, Russia, 690922 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the context of the new coronavirus infection Covid-19, interest in online trading is increasing. Companies are actively reconfiguring business processes, new forms of interaction with consumers on the Internet are emerging. The purpose of this study is to measure the gaps in the behavior patterns of Russian and Chinese consumers when choosing goods on the Internet. The author has developed a research construct that includes the stages of the purchasing decision-making process. The construct was tested on the example of Chinese and Russian consumers (sample size was 768 people). Based on the results of the study, the process of planning to purchase goods on the Internet by Russian and Chinese consumers is described in the context of the following stages: awareness of the need, assessment of alternatives, search for information, purchase, post-purchase reaction; identified gaps in the behavior patterns of Russian and Chinese consumers. The research results can be used to develop marketing activities for the development of online trade, taking into account the behavioral models of Russian and Chinese consumers.

Keywords: behavior model; China; Russia; choice; decision-making; consumer.

Pp. 11-17

DOI: 10.24412/2071-3762-2021-9295-11-17
Marketing Research of the Brand Awareness Impact on the Real Estate Agencies Competitiveness

Izakova Natalia Borisovna, Candidate of Economics, Associate Professor of the Marketing and International Management Department, Ural State University of Economics; 62/45 8 March / Narodnoy Voli St., Yekaterinburg, Russia, 620144 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kapustina Larisa Mikhaelovna, Professor, Doctor of Economic, Head of the Marketing and International Management Department, Ural State University of Economics; 62/45 8 March / Narodnoy Voli St., Yekaterinburg, Russia, 620144 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with the results of a marketing research on the competitiveness and brand awareness of real estate agencies in Yekaterinburg. It has been established that the regional real estate market belongs to moderately concentrated markets, and companies are highly dependent on each other. It is figured out that brand awareness is an important factor when choosing a real estate agency by a consumer. The correlation-regression model proposed by the authors revealed the existence of a relationship between market share indicators, real estate agency rating and brand awareness. The greatest influence on the market share of a real estate agency is exerted by spontaneous fame, knowledge of the brand from memory. The conclusion was confirmed that a brand that is firmly entrenched in the mind of the consumer evokes more trust and increases the likelihood of contacting this particular agency. Recommendations are proposed for increasing brand awareness, using digital marketing tools, social networks, tracking company ratings and analyzing reviews, motivating staff in order to provide a higher level of customer service to the real estate agency. The correlation-regression model makes it possible to forecast the share of a real estate agency in the real estate market and can be applied to other types of B2C markets.

Keywords: indicators of brand awareness; competitiveness; market share; marketing research; correlation and regression analysis; real estate market.

Pp. 18-24

DOI: 10.24412/2071-3762-2021-9295-18-24
Local Real Estate Markets: Transformation of Decision-Making Systems under the Influence of Global Challenges

Tindova Maria Gennadievna, Ph.D. in Economics, Art historian, Associate Professor of the Department of Applied Mathematics and System Analysis Saratov State Technical University named after Gagarin Yu.A., Radishcheva, 89, Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kublin Igor Mikhailovich, Doctor of Economics, Professor of the Department of Economics and Marketing. Socio-economic Institute. Saratov State Technical University named after Gagarin Yu.A., Radishcheva, 89, Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Demyanchenko Natalia Vasilyevna, Doctor of Economics, Associate Professor, Head of the Department of Management and Trade, Krasnodar Cooperative Institute, Mitrofan Sedina str., 168/1, Krasnodar, Russia, 350015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shtezel Anna Yurievna, Candidate of Economics, Associate Professor of the Department of Trade and Public Catering, Plekhanov Russian University of Economics; Severnaya str., 360 Krasnodar, Russia, 350916 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article shows the transformation of decision-making systems in various sectors of the Russian economy under the influence of global challenges, expressed in economic sanctions as a factor of protectionism, climate change in the form of frequent natural and man-made disasters, the COVID-19 pandemic. The article shows the change in the decision-making system in the field of real estate valuation under the influence of economic sanctions in the form of the introduction of a new variable in the model of valuation of residential, commercial and commercial real estate, analyzes the transformation of the agricultural insurance system under the influence of natural disasters such as wildfires, droughts, floods. Changes in pricing systems in the land valuation market under the influence of measures to combat the new COVID-19 pandemic have been analyzed.

Keywords: decision-making systems; global challenges; economic sanctions; climate change; agricultural insurance; real estate valuation.

Pp. 25-29

DOI: 10.24412/2071-3762-2021-9295-25-29
Territory Marketing: Evolution, Features of Theoretical Justification and Difficulties of Practical Implementation in the Regions of Russia

Bondarenko Victoria Andreevna, Doctor of Economics, Associate Professor, Head of the Department of Marketing and Advertising, Rostov State University of Economics; Bolshaya Sadovaya, 69, Rostov-on-Don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Dadayan Narine Arkadyevna, Associate Professor of the Department of Marketing and Advertising, Rostov State University of Economics; Bolshaya Sadovaya, 69; Rostov-on-Don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article examines the evolution of territory marketing from the market concept of strategic management to the direction of socio-economic policy in the regions. The stages of evolution are analyzed on the example of foreign experience and existing features in Russia. The authors note certain difficulties in the practical implementation of territory marketing in the regions of Russia. Solutions are proposed for the restructuring of managers’ targets in the regions in the implementation of socio-economic policy, based on marketing competencies, marketing analysis to expand the potential of the region’s capabilities and leveling problems in the marketing of the territory.

Keywords: territory marketing; marketing concept; evolution; practical application; socio-economic policy; problems; regional policy.

Pp. 30-34

DOI: 10.24412/2071-3762-2021-9295-30-34
Society as a Key Subject and Beneficiary of Marketing Processes in Education

Maksaev Artur Anatolyevich, Associate Professor, Ph.D., Department of Management and Trade, Krasnodar Cooperative Institute; M. Sedina str. 168/1, Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents the author’s approach to the study of the factors and priorities of the applied implementation of a socially ethical marketing concept in educational markets that have significant marketing specifics and features of the formation, implementation and assessment of the effectiveness of strategic, operational and tactical marketing influences. The characteristics of society as a key subject and beneficiary of marketing processes in education have been introduced, marketing roles, opportunities, requests and tools of the individual, society and the state as subjects of the «consumer triad» in educational markets have been differentiated, the possibilities of using the corporate social responsibility of the university as a non-price competitive advantage and factor of competitiveness in regional markets.

Keywords: D. (2003) Psychology of the consumer. St. Petersburg: Piter Publ., 2003, 446 p., pp. 407–411.

Pp. 35-41

DOI: 10.24412/2071-3762-2021-9295-35-41
Implementation of the Company’s Marketing Strategy in the Face of New Opportunities and Limitations

Breus Artem Vyacheslavovich, Master’s student. Socio-Economic Institute of Saratov State Technical University named after Gagarin Yu.A.; 89 Radishchev str., Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kublin Igor Mikhailovich, Doctor of Economics, Professor. Socio-Economic Institute of Saratov State Technical University named after Gagarin Yu.A.; 89 Radishchev str., Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Demyanenko Natalia Vasilyevna,Doctor of Economics, Associate Professor, Head of the Department of Management and Trade, Krasnodar Cooperative Institute, Mitrofan Sedina str., 168/1, Krasnodar, Russia, 350015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Voronov Alexander Alexandrovich, Doctor of Economics, Associate Professor, Professor of the Department «Logistics and Commercial Work», St. Petersburg State University of Railways of Emperor Nicholas I; Moskovsky Prospekt, house No. 9, St. Petersburg, Russia,190031 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article analyzes the key aspects of the formation and implementation of the marketing strategy of the enterprise in constantly changing market conditions. The issues of the influence of the automation process on the adjustment of the marketing strategy of market entities are considered. Examples of rapid response to changing market conditions that lead to positive results of the company’s activities are given. Special attention is paid to the adaptation of business to work in the conditions of the coronavirus pandemic. The key object of study is the practical and control stages of the marketing strategy, that is, the processes of direct sale of the company’s products with the evaluation of the results and their subsequent adjustment.

Keywords: entrepreneurial activity; coronavirus; adjustment of marketing strategy; marketing strategy; pandemic; planning; opportunities; limitations.

Pp. 42 48

DOI: 10.24412/2071-3762-2021-9295-42-48
Marketing Tools for Product Promotion in the Medical Services Market

Suvorova Anastasia Aleхandrovna, Master’s student, Socio-economic Institute. Saratov State Technical University named after Gagarin Yu.A., Radishcheva, 89, Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kublin Igor Mikhailovich, Doctor of Economics, Professor of the Department of Economics and Marketing. Socio-economic Institute. Saratov State Technical University named after Gagarin Yu.A., Radishcheva, 89, Saratov, Russia, 410003 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Zubareva Natalia Nikolaevna, Candidate of pedagogical sciences, associate professor, Applicant, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Voronov Alexander Alexandrovich, Doctor of Economics, Associate Professor, Professor of the Department «Logistics and Commercial Work», St. Petersburg State University of Railways of Emperor Nicholas I; Moskovsky Prospekt, house No. 9, St. Petersburg, Russia, 190031 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses marketing tools that promote products in the medical services market. The features of the promotion of a new brand in the healthcare market are revealed. The structure of the Russian market of medical devices for 2020 is presented, its analytical review is carried out. The impact of the coronavirus pandemic on the import and export of medical products in Russia is indicated. The purpose of the study was to develop recommendations for the promotion of products on the market of medical services using marketing tools. In connection with the purpose of the study, the most effective channels for promoting medical equipment were identified: Internet marketing and magazines on a specific topic, which allows you to reach the most interested audience and increase the effectiveness of promotion and the degree of recognition of the new brand. The target audience of this market segment has been determined, and the main barriers have been identified, taking into account Russian legislation.

Keywords: marketing tools; medical products; brand promotion; medical services market; narrow audience; medical equipment.