Pp. 3-11

UDС 658.8
DOI: 10.24412/2071-3762-2023-8314-3-11

Mkhitaryan Sergey V., Doctor of Economics, Professor, 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 analysis of approaches of educational organizations to the formation of business education marketing has shown the need to develop the theory and practice of marketing promotion in the direction of adaptation to industry specifics and modern conditions of digital society. This article examines the features of consumer behavior associated with their different perceptions of the marketing tools used in the context of the possibilities of the modern information space. To achieve this goal, qualitative and quantitative surveys were conducted on the basis of a questionnaire. The approbation of the methodology for studying the factors of consumer decision-making on the choice of BO programs in the information society was carried out in October 2022 by an online survey using the Google-form service, which allows attracting a socially active audience in the modern information space. Top managers, heads of departments (middle management), entrepreneurs and students of metropolitan and regional universities (a total of 352 respondents) were involved as respondents, with the help of filtering questions, respondents who did not confirm the need to complete BO programs were excluded from the study. The analysis of the results and obtaining statistically sound conclusions is based on the use of descriptive statistics of correlation analysis and modeling of multiple choice. The SPSS Statistics package was used for data processing and calculations. During the analysis of the respondents’ questionnaires, general and cluster-differentiated patterns were identified that characterize the attitude and reaction of consumers to the promotion tools of the BO, as well as channels mainly used by potential consumers to obtain information about competing BO offers were identified. The results confirmed the hypothesis that there is a significant relationship between socio-demographic characteristics and the reaction of consumers to stimulating marketing promotion tools.

Keywords: marketing research; business education; demand generation; information society; promotion; marketing strategy.

Pp. 12-21

UDC 796.062.4
DOI: 10.24412/2071-3762-2023-8314-12-21

Novikova Svetlana Alexeyevna, PhD in Economics, Associate Professor at Department of Socio-Economic Research and Regional Development, School of Economics and Management, Far Eastern Federal University; Associate Professor at Vladivostok Branch of Russian Customs Academy (VB RCA); 16в Strelkovaya St., Vladivostok, Russia, 690034 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The demand for sports and recreational activities by participants depends on a set of influencing factors, so the analysis of theoretical and practical aspects of the sports and recreational activities development and the results of field qualitative research of their consumers in the form of in-depth interviews will allow to solve the problems and develop a successful and popular sports and recreational activities, all the above determined the relevance of the research theme. The article proposes a methodical approach to developing a sports and entertainment event program for the Vladmore Sailing Club clients (Vladivostok). The results of the research are of undoubted practical interest for all sailing clubs of the country and can be used by them to develop their own sports and entertainment events.

Keywords: sports and entertainment event; sports service; development of sports event; in-depth interviews; influence factors; process of developing a sports and entertainment event program.

Pp. 22-27

UDC 339.138
DOI: 10.24412/2071-3762-2023-8314-22-27

Kublin Igor Mikhailovich, Doctor of Economics, Professor at “Economics and Marketing” Department, Yuri Gagarin State Technical University of Saratov; 77 Politechnicheskaya St., Saratov, Russia, 410054 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Orlov Pavel Vyacheslavovich, Applicant at “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.)

ORCID ID: 0009-0000-6010-4619The article is devoted to the acute issues of managing digital transformation of marketing activities of companies in the conditions of digital economy and exponential development of digital technologies. The key features characterizing the dynamics of digital-market in this country are revealed. The authors supplemented and clarified the concept of digital marketing, including in the understanding of this term not only an approach to product promotion, but also a comprehensive solution of strategic marketing objectives using digital technologies. Considering digital marketing using a synergetic approach, the authors make an assumption about the prospects for its further development. The paper improved and supplemented approaches to the promotion of enterprises’ products taking into account the changes in the external environment associated with the disconnection of previously available social networks. The main issues requiring studies and improvements in the course of marketing transformation in the digital environment are considered.

Keywords: digital marketing; digital marketing tools; promotion in digital channel; telegram promotion.

Pp. 28-34

UDC 339.13
DOI: 10.24412/2071-3762-2023-8314-28-34

The key feature of driving school services promotion is that their offer is used once in a lifetime, but it is chosen for a long time and recommended (or not recommended) to acquaintances many times. Thus, the basis of promotion is expert involvement and work with reputation. In the paper the author emphasizes the growing need for the application of modern marketing tools in the driving school activities to improve their efficiency and increase the customer’s loyalty level. The main purpose of this article is to justify the use of such technologies as CRM-systems, educational technologies and marketing innovations. The article is aimed at studying the impact of such practices on improving the driver training process, attracting more customers, and increasing the profits of driving schools. The study reveals that the application of modern marketing technologies in driving schools can increase not only economic efficiency, but also the competitiveness of these institutions. At the same time, despite all the advantages listed in the article, both CRM-systems, modern educational technologies and marketing innovations have their disadvantages, which should be taken into account when applying them. They are also considered in this paper.

Keywords: driving schools; CRM systems; modern technologies; automation; distance learning; interactive platforms; marketing innovations; customer loyalty; competitiveness of driving schools.

Pp. 35-40

UDC 339.138
DOI: 10.24412/2071-3762-2023-8314-35-40

Everything in marketing starts with research and analysis. At the same time, in modern marketing everything revolves around the consumer, that is, the target audience is at the forefront of analysis. If you understand its pains and needs, you will be able to influence the clientele. When forming a marketing strategy, the target audience needs to be studied in order to not to guess whether they will like the offered products or not. Only a careful approach to analyzing potential consumers will allow you to find the things that need to be influenced in order to touch their hearts. However, different consumers have their own «heart», which depends on the individual psychotype. The article presents an analysis of the classifications of consumer archetypes available in the scientific literature, and studies the factors that influence a specific psychotype. The purpose of the work is to supplement the existing classifications by describing such psychotypes of consumers as risk-free, gradual, emotional, innovative, rational, social, adaptive and minimalist consumer. As a result, it was concluded that identifying the main trends in the behavior of the target audience and profiling them make it possible to develop a more effective marketing strategy.

Keywords: psychological profiling; social profiling; segmentation of consumers; consumers archetypes; consumers psychotypes; social scoring; marketing strategy.