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Pp. 3-15
DOI: 10.24412/2071-3762-2021-10296-3-15
Transformation of Socio-Demographic and other Characteristics in the Processing of Marketing Research Results
As a result, it becomes possible to reduce the influence of random deviations in the data, to make the studied processes visible, to identify patterns that are difficult to see in the «raw» data. All this significantly increases the adequacy of the conclusions obtained and allows us to develop effective recommendations.
Keywords: product/brand/firm promotion; target group characteristics; target group segment; customer activity; factor analysis; discriminant analysis; quantification of measurement scales.
Pp. 16-24
DOI: 10.24412/2071-3762-2021-10296-16-24
Research of Contact Points with Consumers of FEFU Hotel Services
In the context of digitalization, the vector of interaction with the consumer is shifting towards online points of contact. The hospitality industry is no exception. The purpose of the study is to identify and analyze the effective points of contact with consumers of FEFU hotel services. The authors have developed a methodological approach to the selection and assessment of online and offline points of contact for different groups of consumers of hotel services (students, employees, guests) in the context of the stages of the purchasing decision-making process. Based on the results of the study, the portraits of consumers were identified, the effectiveness of the selected points of contact of the FEFU hotel complex with consumers was assessed. The most effective points of contact allowed us to determine the rationality / emotional component of the behavior of consumers of FEFU hotel services.
Keywords: behavior model; China; Russia; choice; decision-making; consumer.
Pp. 25-30
DOI: 10.24412/2071-3762-2021-10296-25-30
Marketing Research Trends of the Healthcare Market
Peoples Friendship University of Russia (RUDN University); 6 Miklukho-Maklaya str., Moscow, Russia, 117198 (This email address is being protected from spambots. You need JavaScript enabled to view it.) The article highlights the key trends in marketing research of the healthcare market, describes new approaches to data collection. The general trend towards value-based healthcare determines the new needs of the industry – the study of patient values, their experience, adherence to treatment, mapping the «patient’s pathway», assessing satisfaction with the quality of medical services. The study of patient values is an area of research that goes beyond the medical field. Working with consumers – analysis, forecasting – is a routine component of a marketer’s professional activity. Medical specialists do not have the necessary knowledge and skills for a comprehensive study of consumers-patients, which determines the need for an interdisciplinary approach to the study of this issue. Changing models of scientific study and increasing the importance of «real world data» create conditions for effective cooperation of specialists in the field of marketing research, health care managers and clinicians. The main focus of marketing research of the healthcare market in the near future will be aimed at studying the behavior of consumers-patients, their values, decision-making models concerning their health. Marketing research is becoming an important basis for public health management in the medical services market.
Keywords: marketing research; healthcare services; consumer behavior; customer journey map; RWD; patient pathway; value-based healthcare; in-depth interview.
Pp. 31-36
DOI: 10.24412/2071-3762-2021-10296-31-36
Design as a Strategic Marketing Asset of Business Development
The article examines the influence of design on the market promotion of products, on sales volumes and the success of the company in a competitive environment. The research data of leading marketing agencies are presented, which allow us to present design as one of the key marketing tools. In market conditions, qualitative changes occur in the supply of goods and services, the requirements for the characteristics of products on the demand side are modified. In this regard, the importance of design cannot be overestimated. In market conditions, it acts as an artistically oriented activity carried out in order to attract the attention of a potential buyer. It is worth noting that modern design is largely undergoing changes due to the advent of digital technologies, computer technology and modern graphics, which have significantly expanded the possibilities of creating comfortable, beautiful and functional products.
Keywords: design; marketing; market; marketing research; industrial design; consumer behavior; automotive; digital technologies.
Pp. 37-44
DOI: 10.24412/2071-3762-2021-10296-37-44
Features of Improving Modern Marketing Communications in the Context of Economy Digitalization
The article defines the features of improving modern marketing communications in the conditions of digitalization of business and the economy as a whole. The principles that companies need to adhere to when choosing modern marketing communications in the context of business digitalization are listed The authors have identified and systematized the factors influencing the transformation of the marketing communications complex due to the external and internal environment of companies. The trends in the development of the market of marketing communications and changes in the evaluation of the effectiveness of modern tools are analyzed. The analysis made it possible to conclude that the emergence of a large number of digital technologies in the field of marketing communications requires the unification of formats and the development of a common and understandable industrial standard of performance metrics for all market participants.
Keywords: marketing communications; digital economy; efficiency assessment; environmental factors; market instability; digitalization of business processes.