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Рр. 3 — 20

Neurophysiological Model of Consumer Behavior

Zverev Dmitry Magomedovich, Marketing analyst, member of the Guild of Marketers, individual entrepreneur; Khabarovsk str. 27, of. 78, Moscow, Russia, 107065 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The model of consumer behavior, presented by the author on the basis of human neurophysiology, is the latest development in the field of neuromarketing, offering marketers a mathematical apparatus for modeling the behavior of customers when choosing a product, their movement to purchase it, responding to barriers and incentives on the way to buying a product. It is based on the mathematical formalization of neurochemical processes that act in the human body when performing directed actions, such as buying a product. The model accurately describes such hitherto complex concepts as customer satisfaction, product attractiveness, using the concepts of neurophysiology and providing practicing marketers with the tools to measure them. The model has a wide application use. Using marketing methods of measurements created on the basis of the proposed model, marketers can directly measure the force of attraction of any product, brand, and lead its comparison with analogs, to test the impact on a purchaser of promotional materials, advertising campaigns, locations on the trading floor and design of POS-materials. Especially useful is the model for mapping consumer experience and purchase trajectories, which is paramount in the marketing of services.
The closest analogue of the model is the development of Israeli-American psychologist Daniel Kahneman, one of the founders of behavioral Economics. However, the model proposed by the authors makes a qualitative transition from descriptive psychology of human behavior to computational psychology. The main conclusion of the article is that consumer behavior is completely modeled by neurophysiological dependencies.
The proposed mathematical model of consumer behavior will be useful for marketers-analysts, specialists in sales, advertising and work with key customers.

Рр. 21 — 28

Assessment of Consumers Satisfaction with Attributes of Food Enterprises Positioning

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, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Positioning of catering enterprises is an important element of targeted marketing. Positioning errors are expensive for enterprises because they affect the image components of their activities. The purpose of this study is to quantitatively measure the gaps between the importance and customer satisfaction with positioning attributes (fast food, dining room, restaurant and cafe). We conducted a consumer survey conducted on a sample of 243 respondents based on the author’s questionnaire. The results of the study identified gaps between the importance and satisfaction with the attributes of the positioning of public catering enterprises. We have identified promising foundations for the formation of competitive advantages for each format of a catering enterprise. We calculated the NPS (Net Promoter Score) indices for each of the formats (fast foods – 0%; canteens – (-11%); restaurants – 37% and cafes – 27%) in Vladivostok. These indices are a guideline for the average market standard and allow enterprises to quickly diagnose their situation.

Рр. 29 — 37

Digital Marketing: an Overview of Channels and Tools

Shevchenko Dmitry Anatolyevich, Professor of marketing and advertising, doctor of economic sciences, honorary member of the Guild of Marketers, expert AKAR, Head of the Department of marketing communications of the Moscow Polytechnic Institute; Bol. Semenovskaya str. 38, Moscow, 107023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the features of digital, online marketing in relation to traditional offline marketing. A special place in the article is devoted to an overview of digital marketing channels and tools. Digital marketing, like digital communications, is targeted and interactive in nature. Digital media (or new media) is a complex of digital carriers of advertising messages. The main groups of media channels are compared. The author emphasizes the main thing in understanding the unity of communications on the Internet and the digital environment in that they have the same marketing focus and have an integrative nature. Digital marketing tools include events that allow you to notify a large number of people or draw the attention of the target audience to the products or services of a company or organization. The characteristic of the main efficiently working integrated digital marketing tools is given. Particular attention is paid to the effectiveness of social media channels. The article provides Russian and international statistics on digital marketing channels and tools.

Рр. 38 — 40

Review of the Textbook «Fundamentals of Modern Marketing»

Chvyakin Vladimir Alekseevich, Doctor of philosophy, Professor Moscow Polytechnic University; Bolshaya Semenovskaya str. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Scientific review of the textbook. In 2019, the publishing and trading Corporation «Dashkov & Co.» published a textbook for bachelors «Fundamentals of modern marketing», the author of which is a well-known domestic economist, consultant of the Guild of Marketers, ACAR expert, doctor of economic Sciences, Professor Dmitry Shevchenko. Immediately it should be noted that this textbook is fundamentally different from all such publications in that its main content takes into account the rapid development of information technology, which significantly change the design of marketing theory and practice. The textbook presents traditional and modern approaches and methods of marketing analysis of the Russian market and promotion of goods and services of organizations and companies based on digital technologies. The book argues that traditional marketing strategies remain the basic principles for modern online marketing.