DOI: 10.24412/2071-3762-2020-11285-3-8
Customer Experience Management in Non-Profit Organizations

Andreeva Svetlana Vadimovna, Marketing Expert, MBA, Head of Marketing Department of Systems and Technologies Department, IBM; Presnenskaya emb. 10, Moscow, Russia, 123317 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The principles for customer experience management in non-profits are similar to those that guide marketers in the commercial sector – studying consumer behavior, customer segmentation, building customer loyalty and satisfaction. However, the implementation of these principles in non-profit organizations has its own characteristics. Examples of successful implementation of this strategy is in such organizations as the Beamish Museum (UK), the Detroit Institute of Arts (USA), the Viking Ship Museum in Roskilde (Denmark).

Keywords: customer experience management; consumer behavior; marketing management; non-profit organizations; marketing tools for non-profit organizations.

DOI: 10.24412/2071-3762-2020-11285-9-14
Key Features of Tourism Marketing

Glumova Yana Gennadievna, Head of the Educational Programs Sector of postgraduate studies of the Department for Training Highly Qualified Personnel of the Department for Training and Academic Staff Evaluation, Belgorod National Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes the essence of marketing of travel and tourism as the systematic and coordinated execution of business policy by private and public tourism organisations at local, regional, national or international level to achieve an optimal satisfaction of the needs of identifiable groups and to achieve appropriate returns in the form of profit. The article summarizes the practical experience of travel companies, which are becoming larger, more complex and automated in management every day. In the same way, customers / tourists become more trained, experienced, erudite and demand better services and offers. Consequently, in the changing environment of the tourism business, marketing knowledge and skills are increasingly in demand for long-term survival and growth.

Keywords: tourism marketing; marketing concept; travel companies; tourism product; tourism promotion; tourism development.

DOI: 10.24412/2071-3762-2020-11285-15-21
Network Retail Segment and its Marketing Significance for Regional Consumer Markets

Pavlovskaya Victoria Yurievna, 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.)

The novelty of the author’s approach lies in the fact that an analytical description of the existing regional retail chains of the Krasnodar Territory in 2020 is given, an analysis of the main indicators of the activities of retail trade organizations of the Krasnodar Territory in 2010-2019 and an analysis of the dynamics of the turnover of retail trade networks of the Krasnodar Territory in 2018-2020 are presented. The information obtained in the course of such analysis made it possible to identify the features of the organization of marketing activities and positioning of the existing regional retail chains of the Krasnodar Territory in 2020.

Keywords: network trade; development of regional markets; traditional and modern formats of trade; retail market; retail space.

DOI: 10.24412/2071-3762-2020-11285-22-28
Research of the Demand Structure and Assessment of Promising Market Niches in the Formation of the Marketing Concept of Projects

Serikov Denis Andreevich, Candidate of Economic Sciences, Associate Professor of the Department of World Economy, Kuban State University; Stavropolskaya st. 149, Krasnodar, Russia, 350040 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Morusov Sergey Aleksandrovich, Applicant, Department of Management and Marketing, Belgorod State National Research University; Victory st. 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In modern scientific literature, there are practically no detailed and significant research works on studying the structure of demand for housing under construction, attractiveness for implementation in promising projects. Some works study only enlarged planning groups, which does not allow using their results in the formation of a marketing concept and planning solutions for promising residential projects. When designing and implementing residential complexes, marketing services face the urgent problem of finding optimal and popular apartment layouts, unoccupied market niches in this segment, and predicting the speed of implementation of the existing unsold supply volume. The optimal apartment program is the basic and most important factor in the success of the marketing and sales strategy of any residential complex, along with the location.

Keywords: marketing strategy in the real estate market; apartment program demand research; market niche; marketing concept of projects.

DOI: 10.24412/2071-3762-2020-11285-29-36
Marketing Aspects of Identifying Unfair Competition

Luchaninov Roman Sergeevich, 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.)

In today’s highly competitive market, there is a huge number of organizations of various forms of ownership, differing from each other in size, type of activity, industry affiliation, degree of openness, etc. Each organization competes with its own kind to some extent. They also differ in the tactics of doing business in the matter of occupying a particular competitive position. Some preach ethical norms and rules, while others prefer to take an unscrupulous path. Unfair competition cases are often difficult to prove. To establish the fact of violation it is often required to prove the possibility and degree of mixing by consumers of the products of manufacturers, the presence of damage to business reputation and the likelihood of losses for the company whose activities were “imitated”. And this entails the presentation as evidence of various conclusions, opinion polls, marketing research and other similar evidence, which the antimonopoly body must consider and determine whether the actions (inaction) of economic entities constitute a violation of the Federal Law «On Protection of Competition».

Keywords: marketing tools of competition; unfair competition, competitiveness, business ethics, competition law, reputation, business activity.