Pp. 3-12

UDK 332.024
DOI: 10.24412/2071-3762-2023-7313-3-12

Sidoryuk Roman Igorevich, student of Marketing and Commerce Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia, Primorsky Territory, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

ORCID: 0009-0009-6235-8642 The Russian mass catering market is developing quite dynamically. The fast food format has been occupying the largest share of the analyzed market for a long time. Vladivostok’s catering market also maintains the upward trend, where a significant majority of enterprises has the traditional format: restaurants, cafes, bars, snack bars, and canteens. Pit Stop and street stands are few in number but popular among the city residents. The article presents a study of the Laffa restaurant activities at LLC «YUK GRUPP» Vladivostok, as one of the regional market operators. The problems in the given restaurant business are described, the main directions for its development are proposed and their relevance is estimated. The developed recommendations can be applied by any operator of the public catering territorial market in Russia in accordance with general tendencies of its development.

Keywords: catering market; regional market; Pit Stop; restaurant business; market share; customer service; extrapolation, marketing plan.

Pp. 13-20

UDK 339.13.017
DOI: 10.24412/2071-3762-2023-7313-13-20

Rozdolskaya Irina Vladimirovna, Doctor of Economics, Professor, Head of Marketing and Management Department, Belgorod University of Cooperation, Economy and Law; 116A Sadovaya St., Belgorod, Russia, 308023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Glukhoyedov Anton Sergeyevich, postgraduate student of Marketing Department, Belgorod State Technological University named after V.G. Shukhov; 46 Kostyukov St., Belgorod, Russia, 308012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In relation to the company’s product, the proposed algorithm for identifying reserves of competitiveness growth based on a multi-level product model is a productive method of marketing analysis. Its approbation on the example of toothpicks has shown wide opportunities to discover the directions of product improvement to more careful consideration of users’ needs. Solutions for changing the logo, packaging, assortment development, improvement of functional and communication characteristics of products, aimed at strengthening the enterprise competitive position in the market are proposed.

Keywords: product competitiveness; three-level product model; marketing analysis; competitive positions of the enterprise.

Pp. 21-27

DOI: 10.24412/2071-3762-2023-7313-21-27
Specialties of negotiations with Chinese business representatives

Pavlova Valeria Andreevna, Candidate of Economics, Associate Professor of Department of Marketing and Commerce, Vladivostok State University, Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

ORCID: 0009-0006-1386-2998The analysis of negotiations specialties with Chinese business representatives is described in the article. It is stated that in spite of the fact that China has become one of the most important participants of international market, it is difficult for foreign businessmen to establish trust relations, make connections and find touchpoints. This situation caused by such Chinese cultural specialties as nontransparent decision making, local etiquette and focus on interpersonal relationships. It is determined that being formed under the influence of mental and cultural characteristics, Chinese business specifics is characterize by influence of the cultural concept of “face saving” and “personal connections” social phenomenon. The main stages of negotiating with Chinese partners are highlighted: preparation (lobbying and presentation), information sharing and informal gathering, contract signing. The main negotiations approach differences between Chinese and foreign businessmen are determined. The recommendations presented in the article could be useful for business representatives planning marketing communication with Chinese market partners and consumers.

Keywords: negotiations; business ethics; international market; Chinese culture; marketing communication; international marketing.

Pp. 28-34

UDK 64.033.54
DOI: 10.24412/2071-3762-2023-7313-28-34

Keywords: e-commerce; streaming business; marketing channels; online shopping; impulse buying, consumer behavior.

Pp. 35-40

UDK 339.138
DOI: 10.24412/2071-3762-2023-7313-35-40

This paper explores the video advertising effectiveness in digital marketing and describes the factors influencing its effectiveness. The introduction emphasizes the relevance of the chosen theme as video advertising continues to evolve and adapt to new technologies and target audience requirements. The main part of the paper discusses the key factors of effective video advertising, including content quality, adaptation to different platforms, branding presence, personalization, interactivity, and the use of data and analytics. The importance of creating engaging and informative content, optimizing video ads for different platforms and devices, and using personalization and interactivity to increase audience engagement is highlighted. The article discusses the challenges marketers face when using video ads, such as: low viewability, clickability, satiety with advertising, budget constraints, and low memorability. Possible solutions are offered for each point to improve the video advertising effectiveness. The article emphasizes the growing video advertising popularity in digital marketing and highlights the factors that influence its effectiveness. Focusing on a creative idea, a simple to understand message, content quality, adaptation to ad platforms, personalization and using data for performance analytics allows marketers to improve the effectiveness of their video advertising campaigns. Continuous testing, analysis and adaptation are essential to achieve results and meet marketing objectives.

Keywords: video advertising; digital marketing; effectiveness; target audience; interactive; advertising platforms.

Pp. 41-46

UDK 339.13
DOI: 10.24412/2071-3762-2023-7313-41-46

The article reveals the problem of «diffusion of innovations». This problem lies in the existence of a certain time gap between the emergence of modern technologies and their introduction into business activities. The influence of this problem on business processes is examined and its mandatory consideration when developing marketing strategies is grounded.The algorithms of tracking the time «gap» between technological breakthroughs and their testing in business processes are revealed, recommendations for actions that can develop a strategy to protect against the negative consequences of these processes are given after analyzing the situation. The article discusses examples of tools that can bridge this gap. Not all businesses today are studying the gap between technological solutions in their niche and their own business processes, although the study of this issue will help to avoid significant financial losses. The conclusions and recommendations from the article may be of interest to specialists in the field of marketing and business systematization.

Keywords: marketing strategy; diffusion of innovations; optimization of business processes; competitive advantages; business adaptation; technological solutions.

Pp. 47-52

UDK 339
DOI: 10.24412/2071-3762-2023-7313-47-52

The article is devoted to the study of the role of ChatGPT in business promotion, its main possibilities are described and analysed for modern marketers. Due to the fact that now promotion has become more complicated by the restriction of access to certain Internet resources and social networks, it is necessary to make the greatest emphasis on available marketing communication networks (channels). ChatGPT is an innovative tool that provides powerful opportunities for the development and implementation of marketing strategies. This chat, based on artificial intelligence GPT, has unique functions of data analysis, content generation and prediction of consumer behavior, which help to make informed decisions and achieve goals. ChatGPT, implemented (embedded) in the marketing activities of companies, will attract additional customers, increase sales, optimize advertising and communication costs. The article describes the potential of a chatbot that allows people to reduce the time for product promotion, to substitute the labor force in certain aspects. At the end of the article, the necessary conclusions are made and the author’s comments and main recommendations on working with ChatGPT are given. The author draws attention to the fact that this chatbot can increase the profit not only of a large company, but can also provide substantial help to small businesses.

Keywords: neural network; business promotion; SEO optimization; marketing tools; artificial intelligence; SMM; chatbot; market analysis; text generation; virtual communication; copywriting.

Pp. 53-60

UDK 659.4.011
DOI: 10.24412/2071-3762-2023-7313-53-60

Competition has long touched the system of higher professional education. The same set of specialties can be in each university, but the admission conditions and the quality of education can not help but differ. Making their choice in favor of this or that educational institution, consumers of educational services evaluate everything: the image, reputation and the university popularity, the quality of training, the list of academic specialties, the professionalism of teaching staff, modern technical equipment, the employers’ attitude to the university and its graduates, etc. Corporate identity is one of the attributes of successful positioning among competitors. The article describes the recommendations on the use of corporate identity at Volgodonsk Engineering Technical Institute. The paper considers the role of brandbook for the institute; the target audience of the university; mission, slogan, values, goals of the institute; key principles; features of internal and external branding; logo and its use; corporate color, font, rationale for the color scheme, examples of the institute brand visualization.

Keywords: higher education; image; educational institution; competition; educational services; corporate identity; corporate culture; brandbook; VITI MEPHI.