Pp. 3-9

DOI: 10.24412/2071-3762-2021-11297-3-9
Data Driven Marketing: Concept Development

Yuldasheva Oksana Urnyakovna, Doctor of Economics, Professor, Head of the Department of Marketing, St. Petersburg State University of Economics, member of the European Academy of Marketing (EMAC), Sadovaya street 21, St. Petersburg, Russia, 119571 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Pirogov Dmitry Evgenievich, post-graduate student of the Department of Marketing, St. Petersburg State University of Economics, Sadovaya street 21, St. Petersburg, Russia, 119571 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with the problems of the formation of Data Driven organizations and Data Driven marketing in the digital economy. The authors show that a Data Driven organization builds its decision-making processes not on intuition, but on regular and systematic data collection and analysis, as well as on their advanced analytics, which should be predictive in nature. Creating a Data Driven organization requires the preliminary formation of a Data Driven culture that comes from top managers and extends to all employees. Data driven marketing is often the first step towards creating a data driven organization and is also built on the introduction of specialized technologies for the automatic collection and processing of customer data. The article shows the stages of creating a Data driven organization, the model and structure of the elements of Data Driven marketing and measures for its formation in the company.

Keywords: Data Driven Organization; Data Driven Marketing; Data Driven Culture; Digital Revolution; Predictive Analytics.

Pp. 10-18

DOI: 10.24412/2071-3762-2021-11297-10-18
Current Trends in Food Retail

Nikishkin Valeriy Viktorovich, Doctor of Economics, Professor, Head of the Marketers Guild Scientific Council, Head of the Educational and Scientific Laboratory of Professional Training of Educational Organizations Employees, Professor of the Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Samarina Tatiana Nikolaevna, Postgraduate student, Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article provides an overview of current global food retail market trends and the analysis of their impact on retailers’ business. There is an evaluation of actual consumer trends that affect the transformation of the food retail market: the effect of millennials and zoomers (generations Y and Z), digitalization, the growth of niche brands, the popularization of “self-care” approach, the growth of e-commerce, the market share growth of discounters, the increased competition between retail chains and the growth of local competition. The authors give their perspective vision on the building collaborative relationship between food producers and retailers to create a consumer value proposition in the following areas: co-creation of customized product innovations, active exchange of market data and indicators based on common IT systems, and joint investment in online sales channel building.

Keywords: distributive trades; retail; food market; omnichannel; ecosystem; e-commerce; consumer value.

Pp. 19-27

DOI: 10.24412/2071-3762-2021-11297-19-27
Assessment of Patient Satisfaction with the Services of Medical Centers

Tsvetkova Anna Borisovna, Ph.D, associate professor of the department of marketing Plekhanov Russian University of economics; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nikishkin Valeriy Viktorovich, Doctor of Economics, Professor, Head of the Marketers Guild Scientific Council, Head of the Educational and Scientific Laboratory of Professional Training of Educational Organizations Employees, Professor of the Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In recent years the focus on measuring patient satisfaction has increased. Such studies are regarded as valuable, if they are made by public institutions at the national level and recognized international organizations or made by researchers from medical and economic ?elds. Patient satisfaction has become an established outcome indicator of the quality and the efficiency of the health care systems. It characterizes the degree of correspondence between the patient’s expectations and the real level of quality of the medical services provided that he receives. Since satisfaction is a key multidimensional indicator for management in the healthcare system, its study is evaluated quite highly in practical terms. At the same time, it is worth noting another point that in fact, the client of a medical institution does not evaluate the results of treatment, but the degree of realization of his expectations in the process of providing medical services. The publication discusses various approaches to assessing patient satisfaction used in Russian and foreign practice and consisting of a number of parameters, starting with consultation and ending with issues of doctor-patient communication and much more. Of the most common evaluation criteria, one can find such as responsiveness, empathy, politeness, professionalism of the doctor, quality of food. Interpersonal communication skills and professional knowledge of the doctor are the most significant in terms of weight in assessing patients.

Keywords: patient satisfaction; marketing research; indicator of the quality and the efficiency of the health care systems.

Pp. 28-31

DOI: 10.24412/2071-3762-2021-11297-28-31
Features of Electronic and Audiobooks as a Digital Product

With the development of digitalization and the wide spread of information technologies, the ways of information consumption are changing, including when it comes to literary works. The restrictions faced by the book market in the context of the pandemic also stimulated the growth of sales of digital books, namely their electronic and audio formats. At the same time, the number of distribution channels for digital book products is increasing – there are more and more specialized services, mobile applications for all types of devices. For marketers to work more effectively in this market, increase the number of sales and customer satisfaction, it is necessary to understand the difference between a book product in a traditional, «offline» format and its digital versions. Having specific characteristics, this digital product should be considered by marketers in the totality of all its properties and features, which will help to build more effective marketing strategies in the future.

Keywords: e-books; audiobooks; digital goods; digital service.

Pp. 32-41

DOI: 10.24412/2071-3762-2021-11297-32-41
Analysis of Customer Experience and Extra-Service as a Competitive Advantage of the Company in the HoReCa Sector

Shchepetova Inna Viktorovna,Managing Partner of the agency Marketingstory, Candidate of the degree of Candidate of Economics at the Department of Marketing of Plekhanov Russian University of Economics; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Skorobogatykh Irina Ivanovna,Doctor of Economics, Professor, Head of the Marketing Department of Plekhanov Russian University of Economics. Honored Worker of Higher Education of Russia. Member of the Guild of Marketers; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents the results of a study conducted by consultants of the Marketingstory agency in the fall of 2021 in the Russian Federation, the purpose of which was to identify factors that keep consumers of the catering market from switching to other brands, which can be considered as the competitiveness of enterprises. The analysis of the situation on the HoReCa market is given, classical and neoclassical methods of increasing the gross revenue of the company are analyzed, which showed their effectiveness before the spread of coronavirus infection, segmentation of customers (guests) by the person method is developed as part of the analysis of customer experience. Based on consumer preferences in the new realities, the term «extra-service» is proposed as a factor that increases the competitiveness of the company and its brand and affects the attraction and retention of consumers.

Keywords: hospitality; HoReCa sector; neuromarketing; emotional intelligence; empathy; service; extra-service; person method.

Pp. 42-48

DOI: 10.24412/2071-3762-2021-11297-42-48
Hard and Soft Skills of Service Companies Employees when Working with Clients

Solntsev Mikhail Alexandrovich, Candidate of Economics, Head of Corporate Training at Aeroflot Aviation School, Associate Professor of Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author substantiates the need to use a combination of hard and soft skills of service workers in working with clients in order to increase the consumer value of services by creating a unique atmosphere of service, unforgettable impressions from service. As international experience shows, service companies can achieve success by prioritizing the development and expansion of the set of communication skills of service workers, implementing a hospitality strategy. On the example of civil aviation, gaps in the description of qualification requirements for the development of general competencies of aviation personnel specialists are shown, in contrast to technical (technological) rules, which are described in detail in regulatory legal acts, are regularly studied and monitored. The survey of air transport experts showed an understanding of the importance of general competencies, recommendations were given on the joint development of general and professional competencies by service workers.

Keywords: consumer value; technical skills; hard skills; communication skills; soft skills; professional skills; service; hospitality; professional standard; qualification requirements; competencies.