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Pp. 4 – 8
УДК/UDC 39.13
DOI: 10.24412/2071-3762-2024-3321-4-8
Marketing Research on Consumer Behavior when Choosing a New Over-the-Counter Medicine in a Pharmacy
Bondarenko Victoria Andreyevna,
Doctor of Economics, Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RINH); 69 B. Sadovaya St., Rostov-on-Don, Russia
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https://orcid.org/0000-0003-2921-7548
Solyanskaya Yuliya Viktorovna,
Postgraduate Student at Marketing and Advertising Department, Rostov State University of Economics (RINH); 69 B. Sadovaya St., Rostov-on-Don, Russia
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https://orcid.org/0000-0002-8573-7241
Voronov Alexander Alexandrovich,
Doctor of Economics, Associate Professor, Professor at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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httрs://orсid.org/0000-0001-8505-7345
The article studies the features of consumer decision-making on purchasing a new medicine, considers the conditions of their switching to a new product. The consumer behavior in the pharmacy is estimated based on the experience and value judgments of pharmacists by means of the conducted survey.
It is concluded that when introducing a new over-the-counter drug to the market it is necessary to build competently the work with the representatives of the medical community, familiarize them with the product, demonstrate the clinical trial data and convince them of the drug effectiveness in order for specialists to recommend it to their patients. It is clarified that advertising support additionally informs, supports interest, focuses on certain points of sales (pharmacies), but the main factor is the doctor’s consultation and, therefore, success is possible only in combination with the consulting support of specialists in the industry.
Keywords: over-the-counter medicine; new product; generics; market research; consumer choice; pharmaceutical marketing.
Стр. 9 – 12
УДК/ UDC 331.108
DOI: 10.24412/2071-3762-2024-3321-9-12
Personnel Marketing: Researching Foreign Universities’ Experience in Staff Incentives
Astakhin Alexander Stanislavovich,
PhD in Economics, Postgraduate Student at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0000-0002-4828-1070
An effectively working internal marketing system allows modern universities to maximize the satisfaction of staff needs, significantly increasing the level of its professionalism that, in turn, increases the satisfaction of external consumers of educational services, which in today’s socio-economic situation is one of the most significant competitive advantages. The purpose of the study is to analyze the experience of foreign universities in stimulating employees to productive work in order to synthesize conclusions regarding the construction of this work in the Russian higher school. It is noted that the proposed foreign options for assessing the performance of university employees are acceptable for national practice in case of adaptation to the current functioning conditions. The conclusions are made that when introducing the rating assessment of the university employee’s work in Russia it is necessary to start from the key directions, which are prescribed in the university development program and laid down in its target model. This will allow to concentrate on the most important for the fulfillment of the university tasks at the expense of balanced material motivation of its employees.
Keywords: personnel marketing; foreign experience; evaluation criteria; university; staff incentives; education.
Стр. 13 – 20
УДК/UDC 339.5
DOI: 10.24412/2071-3762-2024-3321-13-20
Marketing Support for Non-Resource Exports of the Russian Federation to International Markets in Modern Conditions
Gololobov Alexander Vladimirovich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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httрs://orсid.org/0009-0003-7701-2691
The purpose of the study conducted in the paper is to substantiate the fact that international trade plays a key role in the processes of globalization, and marketing in this sphere occupies not the last place, requiring the consideration of many conditions and factors. The article presents data on the dynamics for the main directions in foreign trade of the Russian Federation, calculates the basic indices of export dynamics as part of foreign trade for 1994-2022, describes the dynamics on the foreign trade balance of the Russian Federation and its formation factors in interaction with the CIS and foreign countries in order to characterize the features of marketing promotion of Russian exports and prove its importance. In addition, the share of the countries - international partners in terms of the Russian Federation exports is calculated, the export commodity structure of the Russian Federation and its dynamics are considered, the global rating of the leading countries - exporters is presented and the place of Russia in this rating is determined. There is every reason to believe that a competent approach to using marketing tools will allow our country to occupy higher positions in this rating.
Keywords: international marketing; export, trade balance; international trade.
Стр. 21 – 26
УДК/ UDC 339.138
DOI: 10.24412/2071-3762-2024-3321-21-26
New Influence-Marketing Tools and their Application in Business Activities
Zhigulev Pyotr Alekseevich,
Product Lead, LLC «Ivi.Ru»; 23 Bolshaya Novodmitrovskaya St., bldg. 5, floor 4, office 408, Moscow, Russia
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httрs://orсid.org/0009-0001-1780-8642
The article is devoted to the research of new influence marketing tools and issues of their application in business activity. It is emphasized that influence-marketing is a way of promotion through opinion leaders (influencers) and their audience. The importance of influence-marketing as a tool for strengthening the brand, attracting the audience and increasing sales through the formation of trusting relationships with the target audience is defined. Key trends in the development of influence-marketing are highlighted, and SWOT-analysis of its application in the context of business activity is carried out. The paper highlights new formats of influencer marketing including short videos, live broadcasts, text and visual content, exclusive materials, which along with modern analytical tools provide an increase in the quality of interaction with the audience and stimulate sales. The study emphasizes the applied meaning of influencer marketing for business, taking into account its resulting nature in promotion.
Keywords: influence-marketing; business digitalization; e-commerce; short videos; live broadcasts; text content; visual content; exclusive materials; social networks.
Стр. 27 – 33
УДК / UDC 339.138; 371.162
DOI: 10.24412/2071-3762-2024-3321-27-33
Role of Marketing Activity in Ensuring Quality and Competitiveness of Educational Services in Modern Higher Education
Kravets Anastasia Olegovna,
Specialist in Additional Education, Department of Competence Development for Children and Youth, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0000-0001-6149-5818
The role of marketing in the modern conditions of organization activities and human life is constantly changing. These transformations concern many industries and spheres of activity, but to a greater extent educational services, in particular higher education organizations and services. Higher education bodies interact with consumer markets, producers’ markets, intermediaries, markets of municipal and state enterprises. The materials of the article are based on the information from open public sources using universal and general scientific research methods. The article presents comparative models for inter-system relations of goods producers and service organizations, characteristics of educational services in higher education and educational marketing tools. All this allows to form the directions and indicators of image formation, educational organization reputation for the purposes of ensuring its efficiency and competitiveness, to expose the educational activity components with a focus on meeting the needs of all participants in market relations.
Keywords: education; educational service; educational services marketing; educational service competitiveness; educational institution reputation.
Стр. 34 – 39
УДК/ UDC 338
DOI: 10.24412/2071-3762-2024-3321-34-39
The Role of Marketplaces in the Development of Insurance Market
Zuenkova Yulia Alexandrovna,
PhD in medical, DBA, Associate Professor at Marketing and Sports Business Department, Financial University under the Government of the Russian Federation; 49/2, Leningradsky avenue, Moscow, Russia
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https://orcid.org/0000-0002-3660-0476
Shaurova Ksenia Alexandrovna,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky avenue, Moscow, Russia
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https://orcid.org/0009-0009-5392-3451
Kumzerov Sergey Pavlovich,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky avenue, Moscow, Russia
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https://orcid.org/0009-0004-8395-1692
The article describes the role of marketplaces in the development of the insurance services market using the example of the Russian MAFIN platform. The marketplace creates digital insurance products and integrates them into various distribution channels, providing its partners with marketing and IT support, customer service. The key services that allow to achieve automation of work processes and save time are described – an integrator broker, a prolongator robot, a business cabinet for agents. The MAFIN model, as an example of ecosystem approach, can be applied for other fintech areas. A modern marketplace is an IT product factory that provides business solutions. The value of insurance marketplaces includes analysis and processing of big data, which can be used by partners to assess the prospects for the development of new territories and predict customer behavior.
Keywords: marketplace; insurance; ecosystems; financial services; InsurTech; FinTech.
The work is carried out as the research of VTSK FGOBU VO Financial University under the Government of the Russian Federation. Order No.2707/0 of 11/16/2023.
Стр. 40 – 47
УДК/UDC 349.138
DOI: 10.24412/2071-3762-2024-3321-40-47
Formation and Implementation of Flagship University Marketing Strategy on the Markets of Educational Tourism Services
Glumova Yana Gennadiyevna,
Applicant at Management and Markting Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0009-0000-6220-8909
The paper considers conceptual and organizational-methodological aspects of formation and implementation of marketing strategy of higher education institutions in the markets of educational tourism services as a new direction and at the same time a reserve for increasing the efficiency of functioning tourist orientation markets. It is shown that the increase in the marketing activity efficiency can be realized by active entry of higher education institutions into the tourism markets through the development of educational and scientific tourism projects. In this context, higher education institutions act as a full-fledged subject of tourist markets at different levels and require adjustment of the main one or development of a separate marketing strategy for their activities in the educational tourism. The study shows that such a marketing strategy can be of mobilization and adaptive types, which differ in principles, goals, objectives and implementation mechanisms. In this case, implementing the marketing strategy of universities in the tourist markets requires the development of a special managing and coordinating mechanism. Taking this into account, organizational and managerial solutions for adjusting the marketing activities of universities when entering the educational tourism markets are proposed. The results of the article can be useful in conducting further research, as well as in the practical realization of similar ideas and proposals.
Keywords: travel services market; educational tourism; marketing strategy of universities; marketing activities; marketing mechanism; marketing tools.
Стр. 48 – 55
УДК / UDC 339.138
DOI: 10.24412/2071-3762-2024-3321-48-55
Managing Interaction with Target Audiences in B2C E-Commerce Market Using Storytelling
Yakovleva Alexandra Andreevna,
Master’s Student at «Innovative Marketing» Program at Faculty of Technological Management and Innovations of ITMO National Research University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia
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https://orcid.org/0009-0000-9199-9718
Budrin Alexander Germanovich,
Doctor of Economics, Professor, Head of «Innovative Marketing» Program at Faculty of Technological Management and Innovations of ITMO National Research University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia
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https://orcid.org/0000-0002-1035-2689
Soldatova Anastasia Vladimirovna,
PhD in Economics, Associate Professor, FullTime Associate Professor at Faculty of Technological Management and Innovations of ITMO National Research University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia
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https://orcid.org/0000-0001-8857-4233
The purpose of the study is to analyze the distinctive features of storytelling as a tool for managing interaction with target audiences in the B2C e-commerce market. The article reveals the content of storytelling, the reasons for its emergence, its development in the scientific environment. The paper defines the levers of interaction with target audiences through storytelling, analyzes the storytelling rules that create a story that will hit the key needs of the target audience. The scientific novelty of the research lies in the development of the author’s strategy for managing interaction with target audiences in the e-commerce market using storytelling. As a result, a unique algorithm for creating a story that affects the key needs of the target audience through the development of an archetype in accordance with these needs and a hero similar to a typical representative of this audience is identified and characterized. According to the chosen archetype, the story is created with a clear structure and without using direct advertising with plausible dialogues and emotional component. The ability of artificial intelligence to suggest such complex marketing ideas based on consumer experience remains a controversial issue.
Keywords: storytelling; target audience; marketing; interaction; advertising; e-commerce; digitalization; archetype.
Стр. 56 – 60
УДК 658.8
DOI: 10.24412/2071-3762-2024-3321-56-60
ROI Research of Digital-Marketing Channels for Optimal Use of Advertising Budget
Nikitin Vladislav Sergeevich
Digital Marketing Manager, ER-Telecom Holding JSC; 86 Partizanskaya St., Samara, Russia
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This article presents a comprehensive analysis of return on investment (ROI) in digital marketing channels with a focus on their optimization for effective advertising budget allocation. A mixed methodological approach is used, combining quantitative and qualitative analysis to evaluate the profitability of different digital marketing strategies. Key budget allocation strategies and an overview of the key metrics required to analyze and optimize digital marketing strategies are examined. The study covers multiple digital-marketing channels, and the effectiveness of each is evaluated based on its return on investment, impact on conversion, and audience engagement. The critical role of each channel in a comprehensive digital marketing strategy is emphasized, offering insight into their unique contributions and associated challenges. New trends are reviewed, emphasizing the importance of pay-per-click (PPC) effectiveness, A/B testing in paid and organic campaigns, updating «evergreen» content, and using microsites for organic content marketing. This article offers useful information for companies to optimize their digital marketing strategies, ensuring a balanced investment across platforms to maximize return on investment.
Keywords: digital marketing; return on investment (ROI); email marketing; social media marketing; video content; content marketing; SEO; marketing automation; advertising budget.
Стр. 61 – 65
УДК/UDC 330.332
DOI: 10.24412/2071-3762-2024-3321-61-65
Prospects for Adapting Business Models of Trading Enterprises to the Digital Economy
Medvedeva Yulia Yuryevna,
Doctor of Economics, Professor, Professor at Marketing and Engineering Economics Department, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0000-0002-5835-0594
Kolgan Maria Vladimirovna,
Doctor of Economics, Professor, Professor at Marketing and Engineering Economics Department, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0000-0002-4310-0306
Barmuta Karine Alexandrovna,
Doctor of Economics, Professor, Professor at Marketing and Engineering Economics Department, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0000-0001-5460-4086
Over the next decade, the ongoing transformation of the retail industry will be defined by the integration of channels into a single, seamless customer experience, omnichannel retailing. The purpose of the study is to identify the prospects for adapting retailers’ business models to the digital environment, and to characterize the definition of «omnichannel» in terms of opportunities for retailers to adapt to changing consumer behavior. For this purpose, we analyze conceptual and empirical studies presented in RRCI (Russian Research Citation Index), Scopus, Web of Science publications database, as well as information obtained from specialized reports, monographs and conferences. The author’s hypothesis, that the prospects for adapting business models of trading enterprises lie in the integration of sales channels and monitoring changes in the needs of customers, is confirmed. The benefits of omnichannelization for consumers are a seamless shopping experience, positive practices for interacting with technology, speed and convenience of receiving an order. The trade landscape itself is changing, and in the future the competition will shift to trading ecosystems that can provide better purchasing experience through omnichannel.
Keywords: retail; omnichannel; business model; adaptation.
Acknowledgements / Funding: The research is supported by the Russian Science Foundation grant No. 23-28-00780, https://rscf.ru/project/23-28-00780/.
Стр. 66 – 72
УДК/UDC 349.138
DOI: 10.24412/2071-3762-2024-3321-66-72
Marketing Activities in the Market of Tourist Products as a Sphere of Scientific Interests and the Object of Legal Regulation in Russia
Andresyan Izabella Felixovna,
Applicant at Management and Markting Department, Belgorod State National Research University, 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0009-0000-5243-1716
Tourism is one of the fastest growing and dynamic sectors of the economy, annually attracting millions of tourists and bringing large profits. The paper considers the specific features of marketing activities in the market of tourist services. The identified specific features allow us to conclude that tourism is markedly different from other sectors of the economy. This, in turn, implies a special order of legal regulation of this sphere. The study presents an analysis of the main provisions of legal acts regulating activities in the field of tourism at different levels (federal, regional, local). In addition, the article assesses the dynamics of publication activity of authors who pay attention to tourism marketing, and draws conclusions about the growing interest in this issue among scientists whose field of scientific interests is at the intersection of economics, sociology, psychology, culture, law.
Keywords: market of tourist services; tourism marketing; legal regulation of tourism; territorial marketing; tourist service.