Pp. 3-10

DOI: 10.24412/2071-3762-2023-5311-3-10
Updating Marketing Research to Assess Agricultural Goods Producers Involvement in Digital Transformation

Bondarenko Victoria Andreyevna, Doctor of Economics, Associate Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RSUE), 69 B. Sadovaya St., Rostov-on-Don, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Przhdetskaya Natalia Vitovna, Doctor of Economics, Associate Professor, Professor of Economic Theory Department, Rostov State University of Economics (RSUE), 69 B. Sadovaya St., Rostov-on-Don, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Razinkova Tamara Ilyinichna, postgraduate student of Marketing and Advertising Department, Rostov State University of Economics (RSUE), 69 B. Sadovaya St., Rostov-on-Don, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article examines the current situation in terms of understanding the positive impact of digital transformation on the agricultural production reformation. Analytical comparisons of the empirical studies results are presented, they demonstrate changes in agriculture on the digitalization basis, as well as the prospect perception and challenges that have emerged on this path, with the materials of the own research – a survey, which allows to clarify the current situation. The conclusion is that it is advisable to conduct such studies on a regular basis and to determine the hiring and staffing as one of the key issues. The importance of secondary special and higher educational institutions participation in specialized training in the digital competencies acquisition by the industry specialists as an element of personnel policy in the region is justified when implementing the marketing strategy of its development.

Keywords: digital transformation, agriculture, market research, survey, agricultural goods producers.

Pp. 11-16

DOI: 10.24412/2071-3762-2023-5311-11-16
Marketing Peculiarities of Functioning Advanced Professional Education Services Market in Russia

Semibratsky Maxim Viktorovich, PhD in Economics, Associate Professor, Deputy Director of Higher School of Management, Associate Professor of Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kravets Anastasia Olegovna, Specialist in Additional Education, Department for Children and Youth Competence Development, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shumakova Irina Alekseyevna, PhD in Economics, Associate Professor, Professor of Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with the peculiarities of the Russian market of advanced professional education. The author identifies several customer segments among the users of additional education services. The segmentation enables the authors to reveal the peculiarities of consumer preferences among various categories of trainees in academic programs on B2C, B2B and B2G markets. These findings can be useful in developing marketing strategies and adapting them to the specifics of customer segment preferences.

Keywords: customer segmentation; advanced professional education market; marketing strategy.

Pp. 17 - 26

DOI: 10.24412/2071-3762-2023-5311-17-26
Marketing Research of Slenergy Project of SLAVDA GROUP in Social Networks (as illustrated by Primorsky and Khabarovsk Territories)

Zhokhova Valentina Vladimirovna, PhD in Economics, Associate Professor of Marketing and Commerce Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gandzha Lada Sergeyevna, third-year student of Marketing and Commerce Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Social networking is one of the most effective tools to promote products and services, through which you can increase brand awareness, quickly share news with customers and find new target audiences. The problem is that it may be difficult for organizations to identify opportunities for project development in social networks, to determine the users’ interests and needs. The conducted marketing research is a practical example of studying social networks where the Slenergy project of SLAVDA GROUP is presented and the media behaviour of the project products consumers living in Primorsky and Khabarovsk Territories. The research results are the analysis of Slenergy project implementation in social networks VKontakte, Telegram and YouTube and its consumers’ portrait development. The research findings and the proposed recommendations can be used to form the communication process of SLAVDA GROUP with the representatives of the selected segment and the Slenergy project development in social networks.

Keywords: social networking analysis; media behaviour; marketing research; viral marketing; target audience.

Pp. 27-34

DOI: 10.24412/2071-3762-2023-5311-27-34
Organization and Performance Evaluation of Marketing Activities of Filling Stations Networks in Target Markets

Ismagilov Evgeny Rafaelevich, PhD applicant of Management and Marketing Department, Belgorod State National Research University, 85 Pobeda St., Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

- local, flow and mixed orientation as an organization outline, implementation and control of the marketing activities efficiency of filling stations of different types;- performance indicators of marketing activity of filling stations of different types: peculiarities of marketing information collection and analytics.

Keywords: filling stations marketing; local and network petrol stations; consumer loyalty; consumer activity.

Pp. 35-39

DOI: 10.24412/2071-3762-2023-5311-35-39
Tools for Creating a New Product in Import Substitution Conditions in the Cosmetics Market

Suetina Nadezhda Gennadyevna, Head of Carely Product Development Department; 44 Bolshaya Tulskaya St., 3rd floor, office 309, Moscow, Russia, 115191 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

To establish a link between a producer and a consumer is the main task of marketing. The past year and a half has shown what problems the national business has faced and how the crisis situation can and should be dealt with. Thanks to this experience, it is possible to identify the methods used to replace brands that have left the market and form the main proposals for further marketing development in the field of import substitution. The Russian market situation in 2022 showed that import substitution is a way out for producers, consumers and the state. However, the suddenly vacated niches are firmly associated with bygone brands that set the bar high, and various analogues or their complete absence confuse the buyer. At the same time, it is obvious that the leaving of familiar products does not mean a decline in demand, so the acute issue of substitution arises. The paper considers six basic steps of a cosmetics company to create a new product. The main problems that have to be faced while implementing these steps are outlined. The main strategies for replacing brands that have left the Russian market are characterized, and the conclusions about each described strategy applicability and the associated risks and opportunities are formulated.

Keywords: import substitution; cosmetic products; new product; brand; brand replacement strategies.

Pp. 40-48

DOI: 10.24412/2071-3762-2023-5311-40-48
Digital Transformation of Journalism: the Role of Creativity and Digital Technologies

This paper examines digital transformation and its impact on journalism. The process of digitalization is creating a new digital environment that upends traditional ideas about news production, distribution and consumption. Media of different levels in this environment coexist and interact, providing the user with a wide range of media content and new opportunities. Creative approaches are becoming an integral part of the journalistic process, allowing journalists to use a variety of media formats, interactive graphics, data visualization, virtual and augmented reality to present information in a more compelling and visual way. Digital transformation is changing the interaction with audiences, and creative methods such as interactive elements, social media, polls and surveys allow journalists to attract and retain audience attention in a digital environment.

Keywords: digital transformation; journalism; creativity; new formats; digital technologies; information needs; audience; consumer loyalty