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Pp. 3-8
UDC 339.138
DOI: 10.24412/2071-3762-2023-11317-3-8
https://orcid.org/0000-0002-8258-9220 The modern world is on the verge of radical changes, the turbulence and unpredictability of the external environment is increasing, that complicates researching the representatives of different cultures. The subject of the study is the development of an approach to measuring the cultural values influence among Russian and Chinese youth on the perception of Apple and Samsung brands. In this study, the authors propose a theoretical research framework, justify the use of measurement constructs, and conduct an empirical study of Chinese and Russian youth on a sample of 804 people. Regression models characterizing the influence of cultural values types according to Schwartz’s methodology on the perception of Apple and Samsung smartphone brands are constructed based on the results of the study. The results of the study are useful for companies to develop measures to increase the attractiveness of brands taking into account the cultural component.
Keywords: cultural values; youth audience; brand; Apple; Samsung.
Pp. 9-14
UDC 339.13
DOI: 10.24412/2071-3762-2023-11317-9-14
The article studies the sellers’ behavior on modern marketplaces in Russia, that allows to substantiate further development of the situation in this segment of sales. It is concluded that using artificial intelligence in analyzing consumer behavior, generating a sales offer, communicating with customers and partners, as well as interaction with them will increase, and other sales channels will be positioned as an integral partner part of the marketplace - an element of the general ecosystem of sales and service. Manufacturers will be able to concentrate their efforts on the development of their offer, utilize the potential of omnichannel interaction and automation in the promotion of goods and services. Consumers, in their turn, will be able to simplify their choice, focusing on artificial intelligence-generated individualized offers that meet their needs and take into account the trend towards budget rationalization.
Keywords: sellers; marketplaces; ecosystem; consumers; behavior; forecast.
Pp. 15-18
UDC 658.8
DOI: 10.24412/2071-3762-2023-11317-15-18
The article is devoted to the study of the budget of modern marketing projects. It presents theoretical and applied research of marketing budget planning issues for the effective functioning and maintaining the competitiveness of the enterprise in the modern market. The purpose of the work is to describe what items of marketing expenses we have, why the marketing budget is not equal to the promotion budget, how to count and form it. A competent approach to budgeting marketing costs, control in the distribution of resources allocated to marketing projects, contribute to reducing the cost of activities.
Keywords: budget; effective budget allocation; marketing project budget; marketing; marketing activities.
Pp. 19-24
UDC 658.8.012.12
DOI: 10.24412/2071-3762-2023-11317-19-24
The article aims to summarize the factors contributing to the emergence of a stable demand for product innovations consistent with the principles of society’s sustainable development. The article touches upon the issue of studying the essence of sustainable innovations, which are largely associated with overcoming environmental problems and become a driver of enterprise competitiveness. It is determined that the opportunities for the creation and commercialization of sustainable product innovations are related to the readiness of the market to accept and use them. The factors characteristic for the activation of demand for sustainable product innovations and that can be extended to other product markets are identified and described as a result of the heat pump market analysis. It is concluded that the market success of sustainable product innovations is more pronounced in cases when there is an introduction of additional taxes on «unsustainable « goods, there are large innovation-active companies in the market, the demand for the parent product category is growing, manufacturers use value-oriented motivation of consumers, the range of sustainable product innovation has the potential for expansion.
Keywords: sustainable innovation; sustainable development; product innovation; heat pump market; innovation success factors; innovation promotion.
Pp. 25-31
UDC 332.02
DOI: 10.24412/2071-3762-2023-11317-25-31
The article deals with regional brands role in national brand positioning at the current geopolitical situation. The article bases on open sources. The results of the survey of respondents in relation to the brands of the region’s products as well as statistical data on the growth of the domestic tourism market allowed to develop a model for building a regional brand. This model is based on the simultaneous construction of the brand of products of the region and brands of regions (with the parallel participation of regional, interregional and national authorities) in order to gain a synergistic effect. Recommendations on building regional brands in order to positively influence the national brand are proposed. The positive impact of the national brand is expressed in the growth of demand for domestic tourism, which is especially relevant at the context of the sanctions policy of Western countries.
Keywords: national brand; regional brand; brand of region; positioning; brand image.
Pp. 32-35
UDC 339.138, 334.012.46
DOI: 10.24412/2071-3762-2023-11317-32-35
The background for the development and testing of conceptual marketing foundations in the non-profit sector can be considered the limited financial support of NPO activities, not enough high quality of non-profit product, changes in consumer expectations, etc. The purpose of the paper is to study the main stages of the non-profit sector development in Russia in the period from the early 2000s to the present, revealing the role of marketing in this process. The article studies marketing strategies as a way to promote NPO services among the population, the marketing principles of non-profit organizations and the structure of its toolkit. The issues of interaction between business, authorities and non-profit organizations are considered.
Keywords: non-profit sector; civil society; non-profit organizations; marketing of NPOs.
Pp. 36-41
UDC 339.138
DOI: 10.24412/2071-3762-2023-11317-36-41
The article is devoted to the describing the peculiarities of naming a new product, namely mineral water from the Ochersky Beverage Plant. The preliminary stages of naming are presented: an analysis of competitive trademarks names, a competition for the best mineral water name and sociological survey, resulting in selecting various variants of mineral water names. The name is considered as a unity of verbal and non-verbal means taking into account linguocultural information. Four names were selected through a multi-aspect analysis, one of them the plant named its new trademark: «Medvezhiy Klyuch» («a bear spring»). This name contains a national-cultural component: the toponym «Ocher» means «spring» in translation from the Komi-Permyak language. The word «spring» is associated with clean water, «bear» is a symbol of health and strength. Besides, «bear» is a symbol of the Perm region. The analysis of sound-color associativity allows to give recommendations on the color design of the mineral water name.
Keywords: brand; naming; promotion; Perm Territory; sound-color associativity; phonosemantics.
Pp. 42-45
UDC 658.8
DOI: 10.24412/2071-3762-2023-11317-42-45
Competition is becoming more and more intense; and effective methods of attracting and retaining customers are key to the success of entrepreneurs in the modern world of online commerce. Video content plays an increasingly important role in marketing, and using video advertising effectively is becoming an integral part of an online business promotion strategy. The use of targeted advertising allows online retailers to attract and retain the attention of the target audience, as well as increase conversion rates. The purpose of the paper is to explore various aspects of using targeted video advertising in e-commerce, such as selecting the target audience, creating attractive and compelling content for them, the optimal ad platform and methods of measuring conversion. The paper considers the possibilities of YouTube platform for placing targeted video advertising and increasing conversion rates in online shops due to its use.
Keywords: video advertising; targeting; conversion; online stores; e-commerce; online business.
Pp. 46-49
UDС 658.8.012.12
DOI: 10.24412/2071-3762-2023-11317-46-49
https://orcid.org/0009-00005-3865-6034One of the main aspects that links marketing and education is realizing the needs and expectations of students and their legal representatives. Proper and deep study of these factors allows educational institutions to adapt their training program and services to the needs of the target audience. Nowadays it is difficult to deny the significance and relevance of the consumption phenomenon. The article investigates the features of educational services and factors affecting consumer choice; the problem of the education system genesis in new economic and socio-cultural conditions is studied; the analysis of the society consumerization impact on the educational market functioning is presented. The main results of the study are the provisions that the consumer society has had a serious impact on all spheres of human life, including the education system. In the modern world, the education has become deeply consumerized and therefore requires a competent marketing approach in providing educational services.
Keywords: educational services; consumption; education marketing; consumerism; consumer behavior; education market.
Pp. 50-52
UDC 659.4
DOI: 10.24412/2071-3762-2023-11317-50-52
1. Rudenko, V. A. (2020) Building Partnership Between the Nuclear Industry and the Public: Background and Development Prospects. Global Nuclear Safety, 2020, no. 2, pp. 131–141.
Keywords: nko, T. S. (2014) Public Perception of the Nuclear Power Development (by the example of Rostov-on-Don Nuclear Power Plant). Practical Marketing, 2014, no. 7, pp. 35–40.