Рр. 4 – 10

 DOI: 10.24412/2071-3762-2024-1319-4-10

 Agromarketing in the System of Factors for Effective Management of Agro-Industrial Complex Enterprises

 Voronov Alexander Alexandrovich,

Doctor of Economics, Associate Professor, Professor at Logistics and Commercial Work Department, Emperor Alexander I St. Petersburg State Transport University; 9 Moskovsky Av., St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.) httрs://orсid.org/0000-0001-8505-7345

Popova Tatiana Sergeyevna,

PhD in Economics, Associate Professor at Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/94 Lenin St., Volgodonsk, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.) https://orcid.org/0000-0002-0554-2672

Kosivtsov Nikolay Nikolayevich,

Applicant at  Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.) https://orcid.org/0009-0006-3662-6488

The paper considers the main approaches to the definition of the «agrarian marketing» concept and characterizes the specifics of marketing activities in the agricultural production sphere. It is obvious that in modern conditions successful work of enterprises and organizations of agro-industrial complex is extremely difficult and ineffective without skillfully organized marketing activity. However, most owners of agricultural businesses do not realize the significance of marketing, do not understand its importance or do not have the practical skills of using marketing tools. Given this, the disclosure of the agromarketing essence and  its usage peculiarities is extremely relevant. When substantiating and implementing marketing at each agrarian enterprise it is necessary to take into account the specifics of its economic activity, management directions, opportunities for the formation of resource potential, the state of the management system and organizational structure, factors of the external environment, etc. It should also be remembered that the concept of marketing management at the enterprises of agrarian sphere can be successfully applied only taking into account the peculiarities of the socio-economic system, the level and structure of economic development in the country.

 Keywords: economic conditions; marketing; agro-industrial complex; agriculture; principles; marketing functions in agro-industrial complex.

Рр. 11 – 18

DOI: 10.24412/2071-3762-2024-1319-11-18

 Formation and Development of Phygital-Brands Based on Foresight Marketing Concept

 Chernyavskaya Ekaterina Igorevna,

2nd year Master’s Student, ITMO University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.) https://orcid.org/0009-0009-1963-244X

Solovyova Dina Vitalyevna,

PhD in Economics, Associate Professor at Faculty of Technological Management and Innovations, ITMO University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0003-4147-6622

 The article proposes a method of developing a strategy for the formation and development of phygital-brands based on the concept of foresight marketing. The method includes an algorithm and models for analyzing the brand, external and internal environment of the company, generating options for future development, as well as forming strategic and tactical decisions on the brand design and development. The method is based on the idea that the brand is able to foresee, design and create the future for itself and its consumers. According to the author’s concept of foresight marketing, the brand acts both as a trendwatcher, which sensitively catches current trends and predicts their development, and as a trendsetter - an actor capable of designing and realizing the future, offering consumers new life scenarios. The method is intended for using by both inhouse marketing departments and branding agencies. The article also presents the approbation of the author’s method on the example of a company from the logistics sector.

 Keywords: branding; foresight marketing; phygital-brand; a vision of the future; visionariness; visionary brand; strategic marketing; marketing.

Рр. 19 – 22

DOI: 10.24412/2071-3762-2024-1319-19-22

Estimating Integrated Product Competitiveness Based on Laptops

Isaev Alexander Arkadyevich,

Doctor of Economics, Professor at Marketing and Commerce Department, Vladivostok State University; 41 Gogol St., Vladivostok, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Belozertseva Natalia Petrovna,

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

Isaev Oleg Alexandrovich,

Postgraduate Student at Economics and Management Department, Vladivostok State University; 41 Gogol St., Vladivostok, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

 The paper offers the author’s interpretation of the concept of «an integrated product competitiveness based on a laptop», which is defined as the ability of the integrated product to demonstrate maximum consumer appeal in the market. At the same time, «consumer appeal of the integrated product» is understood as the ability of the integrated product to demonstrate a certain quality to price ratio. The methodical approach to assessing competitiveness of the integrated product based on the laptop is formed. The structure of the main characteristics of this integrated product is revealed.

 Keywords: competitiveness; integrated product; laptop.

 Рр. 23 – 31

 

DOI: 10.24412/2071-3762-2024-1319-23-31

 Russian Branding: Consumer Attitude Trends

 Yampolskaya Diana Olegovna,

Doctor of Economics, Associate Professor of Marketing Department, Peoples Friendship University of Russia; 6, Miklukho-Maklaya St., Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-6734-6351

Vinokurov Alexander Yurievich,

Master’s degree student of Marketing Department, Peoples Friendship University of Russia; 6, Miklukho-Maklaya St., Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0001-6672-0746

 The withdrawal of many strong global brands from the market causes a great social and economic resonance. Foreign brands that have existed on the Russian market for more than 20 years have created a certain standard of consumption. A whole generation of buyers has grown up on these standards. Russian brands must quickly fill the resulting market niches and create their own consumption standards or creatively adopt the experience of the brands that have passed away. This publication provides an overview of the main problems associated with brand substitution: the trend towards savings and the manifestation of antiloyalty; the loss of unconditional adherence to a single brand in the market of mass consumption goods; the clear manifestation of a rational approach to consumption; the manifestation of fatigue from technological innovation and the formation of a demand for stability. At the same time, as business practice shows, not all foreign brands have left the Russian market. They are also adapting to the situation by renaming their names and transferring management to Russian entrepreneurs. Purely domestic brands are also developing. This publication presents a study on the attitude and perception of the brand «Zolotoe Yabloko», which has increased its market share to 30% and came in second place in the sale of cosmetic and perfume products.

 Keywords: brand; branding; changing consumer behavior; Zolotoe Yabloko.

 Рр. 32 – 37

DOI: 10.24412/2071-3762-2024-1319-32-37

 Nominal Features Analysis in Marketing Research Using Quantification of Measuring Scales

Zakuskin Sergey Viktorovich,

PhD in Technical Sciences, Deputy General Director, Compass Research Agency LLC; 60 Oktyabrskaya St., bldg. 2, apt.10, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

 The nominal features analysis in marketing researches with all its importance and usefulness has essential restrictions on the range of mathematical and statistical methods for their processing. In particular, the measure of central tendency for them can be only the mode of distribution, and the measure of measurement results dispersion is not defined at all. In the practice of their processing, various considerations are usually used to enhance their type, which makes it acceptable to use a wider set of processing methods. The paper considers the method of enhancing the nominal feature type by means of their optimal digitization (quantification). As an optimization criterion, the best match with the purchasing activity of the target group representatives is taken. This makes it possible to link the solution to the target indicators of marketing research - the volume of the target group segments, the purchases intensity and the income received. As a result, it becomes possible to select target segments on the basis of objective indicators and maximize the effect of their attraction.

 Keywords: target group characteristics; target group segment; purchasing activity; attractiveness of segments; data type; data type enhancement; nominal features; quantification of measurement scales.

Рр. 38 – 44

DOI: 10.24412/2071-3762-2024-1319-38-44

 Consumer Preferences Transformation in Retail under the Influence of Digital Technologies

Sayed Ruslan Maruanovich,

Head of Retail Department, GfK International Company; 31 Absalyamov St., Kazan, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0007-3854-394X

 The article is devoted to the study of the digital technology influence on the nature and features of consumer preferences transformation in retail trade. It reveals the current trends, features and processes in the structure of retail trade digitalization, observed over the past few years. The system of digital technology advantages in the issues of retail trade organization is emphasized, with special attention to the possibilities of the Internet marketing. The conceptual problems of the digital technologies impact on retailing are identified, related to the glut in the market with marketing offers. High variability of consumers’ preferences in retail under the influence of digital technologies due to high dynamics of existing offers on the market is emphasized. The study identifies the key changes in consumer preferences in the retail industry caused by the influence of digital technologies. Promising business models and peculiarities of building the Internet marketing in the conditions of new reality and dynamically changing consumer preferences are specified.

 Keywords: consumer preferences; retail trade digitalization; digital services; digital technologies; Internet marketing; consumer preferences transformation.

 Рр. 45 – 59

DOI: 10.24412/2071-3762-2024-1319-45-59

Model of the Mechanism for Information and Marketing Support in the Commercialization Process of Inventive Activities Results

Mishulin Georgy Markovich,

PhD in Economics, Associate Professor, Deputy Director for Marketing, LLC «KUBNET» (Krasnodar), Professor at Advertising and Public Relations Department, Kuban State Technological University; 2 Moskovskaya St., Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-8376-0181

Eremenko Ekaterina Dmitriyevna,

postgraduate student at Advertising and Public Relations Department, Kuban State Technological University; 2 Moskovskaya St., Krasnodar, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0003-9520-4830

 Modern global challenges and imperatives of the state policy in the Russian Federation predetermine the need to activate the innovation system. The key factors determining the effectiveness of the innovation process are the breakthrough research and the inventive activity efficiency. The latter appears in the form of intellectual products that have a completed market form and are protected by state registration documents. Inventive activity needs broad support, boosting implementation work and effective information and marketing support. This is inextricably linked, among other things, with the current system for assessing the inventive activity efficiency, which reduces it mainly to quantitative indicators that are not related to the implementation process results and do not contribute to the orientation of inventors’ activities to the priority directions of scientific and technological development.

The aim of the study is to develop a system of performance indicators for inventive activity, reflecting the priorities of scientific and technological development and the ultimate goal of invention - implementation (commercialization). To achieve this goal there are formulated and solved the objectives related to the study and systematization of various scientific and regulatory approaches in the designated area, their critical analysis and identification of common and special essential characteristics; development of an actual system for performance indicators of inventive activity and its information and marketing support; modeling the information and marketing mechanism to support the commercialization process of the inventive activity results. The proposed methodological approach allows to objectify the inventive activity results; to guide organizational, motivational and marketing efforts to the most significant of the indicators, optimizing the costs; to create a number of necessary and attractive for investment innovations, which can form the basis for effective partnerships between inventors and manufacturers; to fill the national innovation system with specific content, the innovation management process that is multi-pronged and effective.

 Keywords: intellectual property items; inventive activity; commercialization; priority approach; information and marketing support; performance indicators.

 Рр. 60 – 64

DOI: 10.24412/2071-3762-2024-1319-60-64

 Harnessing the Power of Artificial Intelligence in Advertising

Shevchenko Dmitry Anatolievich,

Doctor of Economics, Professor, Head of the Department of Communication Management and Relationship Management Russian State Social University; 4 Wilhelm Pika St., Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0001-9236-2137

Kryukova Elena Mikhailovna,

PhD (Economics), Associate Professor, Associate Professor, Communication Management and Relationship Management Department, Russian State Social University; 4 Wilhelm Pika St., Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-3734-7206

Zelenov Vladimir Vladimirovich,

PhD in Economics, Associate Professor, Communication Management and Relationship Management Department, Russian State Social University; 4 Wilhelm Pika St., Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-6624-2550 

Galstyan Vladislav Vadimovich,

Senior Lecturer, Department of Communication Management and Relationship Management, Russian State Social University; 4 Wilhelm Pika St., Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0009-0004-5836-3653

 The article presents the author’s research on the impact of artificial intelligence on the advertising industry at the present stage. It shows how the use of artificial intelligence capabilities not only helps to reduce the cost of advertising creative, but also how brands acquire unique image characteristics. The use of new technologies significantly changes the advertising market, not only increasing the level of its competitiveness among communication agencies, but also involving new subjects of the advertising market. Simple automated artificial intelligence services are available to specialists of any B2C or B2B companies. This has become possible thanks to the availability of big data, chatbots, virtual assistants and universal robots. Artificial intelligence technologies do not require special professional training, they enable data analysis, media buying, content creation, natural language processing, facilitate automated decision-making and real-time content personalisation.

 Keywords: artificial intelligence; neural networks; advertising; efficiency; competitiveness; business opportunity; marketing; marketing.

 Рр. 65 – 72

DOI: 10.24412/2071-3762-2024-1319-65-72 

 Transformation of Business Models of Russian Retail as a Response on Consumer Behavior Changes

Aleksina Svetlana Borisovna,

Senior lecturer of Base Department of Trade Policy, Plekhanov Russian University of Economics, 36 Stremyanny Lane; Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

https://orcid.org/0000-0002-4289-2233

 The changes in consumer behavior trends have a direct impact on the prevailing vector of transformation of business models used in Russian chain retail.  have a direct impact on the prevailing vector of transformation of business models used in Russian chain retail. One of the manifestations of this process is the change of priority formats for the development of retail trade. The purpose of the article is to find the economic reasons for the changes in the business models of retailers by analyzing the operational indicators of the largest retail chains in Russia. The hypothesis of the study is that the ongoing transformation of business models in Russian retail is objectively conditioned, which can be traced through an analysis of the dynamics of key indicators of the effectiveness of business format development. As such, the author considers the indicators of sales density per 1 store and 1 sq.m of retail space of retail chain stores, grouped by their formats. An analysis of the dynamics of these indicators in the context of individual formats allows us to conclude about the economic reasons for the processes currently taking place in the retail market of changing the conceptual model of FMCG trade development in favor of the format of soft and hard discounters, organically complemented by digital online business.

 Keywords: retail trade; retail stores format; business model of retailer; consumer behavior; retail strategy; retail chains; development trends.