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Рр. 4 – 8
UDC 339.13
DOI: 10.24412/2071-3762-2024-4322-4-8
Questions of the Relevance of Social and Ethical Marketing in the Work of Russian Enterprises
Osadchaya Svetlana Mikhaylovna,
PhD in Economics, Associate Professor, Management and Markting Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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http://orcid.org/0000-0001-8505-7345
The purpose of the study is to analyze the issues of demand for socially-ethical marketing in the activities of Russian enterprises. The article considers the views of economists regarding the feasibility of using socially ethical marketing practices and analyzes the results of an empirical study of social and environmental responsibility of Russian enterprises. Conclusions are drawn regarding the non-alternative orientation to socially-ethical marketing for Russian companies. At the same time, it is determined that the current stage is initial or transitional, it is characterized by excessive sensitivity to the managerial impact of the state, as well as a trend towards social responsibility towards their own employees and minimal orientation towards environmental priorities that take into account the interests of society.
Keywords: socio-ethical marketing; enterprises; research; social responsibility; environmental requirements.
Рр. 9 – 18
UDC 339.138
DOI: 10.24412/2071-3762-2024-4322-9-18
Formation and Promotion of Personal Brand in the Sphere of Photo Services on the Basis of the Concept of Human-oriented Marketing
Shchelik Sofya Yurievna,
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/0009-0004-3287-886X
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, Full-Time 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 modern market is characterized by a constant change of trends, one of which is personalization. This suggests that an important approach for brand development is the concept of human-centered marketing. This article presents an algorithm of formation and promotion of personal brand in the context of photographer’s activity, describes key aspects of the human-oriented approach and related concepts within the development of the method of brand formation, and also develops a typology of photographers’ personal brands in the context of identifying strategic promotion alternatives.
Keywords: personal brand; marketing concepts; personal brand promotion; strategy; personal brand formation; human-oriented marketing; photographic services.
Рр. 19 – 24
UDC 336.12
DOI: 10.24412/2071-3762-2024-4322-19-24
Approaches to Using Neuromarketing Technologies and Assessing their Impact on Consumer Behavior when Buying Jewelry
Vinichuk Oksana Yuryevna,
PhD in Economics, Associate Professor at Marketing and Market Development Department at the School of Economics and Management, Far Eastern Federal University; 10 Ajax Bay, Russkiy Island, Vladivostok, Russia
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http://orcid.org/0000-0003-3044-3446
Kaushan Diana Alexandrovna,
Marketing Specialist at LLC «Uspekh-Auto», 18-a Tulskaya St., Artem, Russia, Primorsky Territory
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http://orcid.org/0009-0002-2334-2313
Vinichuk Nikita Sergeevich,
3rd Year Bachelor of Economics, Higher School of Economics, Far Eastern Federal University; 10 Ajax Bay, Russkiy Island, Vladivostok, Russia
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http://orcid.org/0009-0008-7363-9637
The article is devoted to the study of consumer behavior when purchasing jewelry products in the context of application of neuromarketing technologies by jewelry companies. The article uses a research toolkit based on a questionnaire survey of customers of a well-known jewelry chain in Primorsky Territory, which allowed operators of this market to understand the behavioral model of their customers, to develop physiological and psychological techniques to influence the customer in order to increase sales of jewelry goods. The novelty of the study lies in the systematic approach to studying existing neuromarketing technologies and the possibility of using them in the activities of a jewelry company, which will help jewelry market participants to use available resources for more effectivework with customers.
Keywords: neuromarketing; consumer behavior model; marketing technologies; jewelry market; jewelry goods; neuromarketing technologies.
Рр. 25 – 30
UDC 339.13
DOI: 10.24412/2071-3762-2024-4322-25-30
Development Features of the Russian Market for Nuts and Dried Fruits as Snack Segments
Tyurin Dmitry Valeryevich,
PhD in Economics, Associate Professor, Financial University under the Government of the Russian Federation, 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-9404-8827
Asmankin Dmitry Sergeevich,
Student, Financial University under the Government of the Russian Federation, 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0004-5255-8564
The article is devoted to the analysis of the Russian snack market, as well as the markets for nuts and dried fruits as snack products segments. The study covers the main market and consumption trends, estimation of imports, exports and domestic production within the territory of the Russian Federation. Based on the analysis of current market volumes, the authors assess its development for the long run. Special attention is paid to the analysis of changes in consumer demand and preferences, as well as the impact of global trends on the industry development.
Keywords: snack products; import; export; consumer preferences; consumption frequency; urbanization; healthy nutrition; sanctions; real market capacity.
Рр. 31 – 38
UDC 339.166.84
DOI: 10.24412/2071-3762-2024-4322-31-38
A Study of Trends in the Behavior of Physicians, First Desk Staff, and end Users with Respect to Various Aspects of the Pharmaceutical Marketplace
Bondarenko Victoria Andreevna,
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
The article studies the manifestation of updated trends in the behavior of physicians, front desk staff and consumers associated with changes in the pharmaceutical market. A survey of doctors, pharmacy staff and consumers was conducted to understand the current situation and to clarify the features of their behavior in terms of consulting assistance, choice and purchase of drugs. It was determined that the influence of TV advertising on consumers’ choice, less preference for original drugs, reorientation to domestic drugs and the continuing priority of personal contacts, despite the development of online communications. The conclusions of the study can become the basis for building a marketing strategy of brand development for pharmaceutical manufacturers.
Keywords: trends; research; doctors; first desk staff; consumers; choice of drugs.
Рр. 39 – 42
UDC 658.8
DOI: 10.24412/2071-3762-2024-4322-39-42
Comparative Analysis of Traditional and Innovative Approaches in SEO
Laskavnyov Alexander Sergeevich,
Owner of Internet Marketing Agency Vancouver SEO Company; 23 B. Khmelnitsky St., Mogilev, Belarus
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https://orcid.org/0009-0004-8009-5608
Optimization for search engines, or search engine promotion (SEO), is a set of actions aimed at improving the website ranking. In other words, it is a strategy to increase the site visibility on the search results page. Being at the «top» of a search engine attracts more attention from users, thereby encouraging them to click through to the site. That in turn leads to more traffic, and with that comes more sales, subscriptions and views. Currently, there are two methods of SEO optimization, traditional and innovative. This article analyzes them comparatively in order to identify the strengths and weaknesses of each method.
Keywords: SEO optimization; SEO promotion; IT, websites; modern technologies; digitalization.
Рр. 43 – 47
UDC 658.8
DOI: 10.24412/2071-3762-2024-4322-43-47
Visual Creativity in the Digital Age: Challenges and Opportunities for Marketing Communications
Duriagin Aleksei Sergeevich,
Creative Director, ASAP Agency & Production (creative agency and production); 11-13с1, Yakovoapostolsky Lane, Moscow, Russia
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https://orcid.org/0009-0002-6030-4180
The article discusses the challenges and opportunities for visual creativity in the digital age, as well as their impact on marketing communications. Consumer content overload and the limitations of different digital content formats are challenges that can make it difficult to create effective visual creativity. Digital technologies provide new opportunities for marketers as well, such as personalization and interactivity. The paper describes the results of the author’s research, which shows that visual creativity has a significant impact on consumers’ brand perception as well as on their behavior regarding the product; personalized and interactive content can be more effective than conventional one. The challenges and opportunities for visual creativity in the digital age are summarized. The limitations of various digital content formats and strategies that can be used to overcome these limitations are described; challenges of content overload and strategies that can help capture consumer attention are presented. The research results can help marketers better understand the challenges and opportunities in visual creativity and develop appropriate strategies.
Keywords: visual creativity; digital age; marketing communications; consumers; effectiveness; research; technology; interactive content; information volume.
Рр. 48 – 56
UDC 339.13
DOI: 10.24412/2071-3762-2024-4322-48-56
Marketing Designing an Educational Event-Project Based on Engagement-Marketing Concept
Zhuzhulin Alexey Sergeevich,
2nd year Master’s Student, ITMO University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia
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https://orcid.org/0009-0000-6810-1455
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
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https://orcid.org/0000-0003-4147-6622
The article presents a marketing design method of educational event-projects based on the engagement-marketing concept developed by the authors. The method is aimed at involving consumers and making them active co-participants, partners, co-authors of the educational event-project, influencing the project realization and development. The method is intended both for organizations in the formal education area, and for any other companies developing non-formal and informal educational event-projects, as well as external designers, such as event-agencies. The article presents the development of the engagement-marketing concept into the marketing seriality concept, which implies designing a multi-act event as an exciting series with an evolving plot, intriguing twists and characters that the viewer empathizes with. Such emotional involvement allows to turn a passive consumer of the content into an active hero of events. The author’s models of audience segmentation and formation of strategic alternatives of event-project design are presented. The authors also outline the method approbation on the example of the event-project from the informal education sphere.
Keywords: education; event-project; engagement-marketing; engagement; marketing design; marketing.
Рр. 57 – 61
UDC339.13
DOI: 10.24412/2071-3762-2024-4322-57-61
Manifesto of the Future as a Strategic Tool for Visionary Brands
Chernyavskaya Ekaterina Igorevna,
2nd year Master’s Student, ITMO University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia
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https://orcid.org/0009-0009-1963-244X
Solovyova Dina Vitalyevna,
PhD in Economics, Associate Professor, Faculty of Technological Management and Innovations, ITMO University; 49 Kronverksky Pr., liter A, St. Petersburg, Russia
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https://orcid.org/0000-0003-4147-6622
The article proposes a model «Manifesto for the Future Visionary Brand» and its realization in the form of a special document, for its preparation foresight methods are used. The model is recommended to be applied in the process of strategic planning for brand development. The process of visionary brand formation implies the ability of companies to foresee the future in terms of trends and opportunities and to design brand development with this in mind. Determination of the image of the future is possible with the help of foresight research. The article proposes several scenarios for conducting foresight research based on a combination of foresight methods, identifies the features of using inhouse methods independently by marketing teams, and develops recommendations for organizing and conducting foresight. The method is intended for using by both inhouse marketing departments and branding agencies. The article also presents approbation of the author’s development on the example of a company from the electronic commerce sphere.
Keywords: branding; visionariness; foresight; visionary brand; image of the future; brand manifesto; strategic marketing; marketing.
Рр. 62 – 65
UDC 339
DOI: 10.24412/2071-3762-2024-4322-62-65
Improving Processes of Interaction Between an IT-Company and Clients through Chatbot Network Deployment Using the Example of “Yandex”
Solomakhin Alexey Alexandrovich,
PhD in Economics, Associate Professor at Business-Informatics Department, Financial University under the Government of the Russian Federation, 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0009-6150-8821
Sirbiladze Ketevan Kitayevna,
Senior Lecturer at Financial Technologies Department, Financial University under the Government of the Russian Federation, 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000 0001 5316 3485
The article investigates the role and significance of chatbots in improving customer service in IT companies. The experience of «Yandex» company in the context of deploying chatbots to automate the communication processes with customers and improve the support department efficiency is considered. The authors discuss the advantages of using chatbots, analyze the main tasks that can be solved with their help. The article describes in detail the main problems of implementing a chatbot network in “Yandex”, considers the key points of successful project implementation, besides, the article provides recommendations for other IT companies wishing to improve interaction with customers through chatbots based on the experience of “Yandex” Company. After conducting the analysis, the authors come to the conclusion about the significance of chatbots in optimizing customer service processes and increasing the competitiveness of IT companies. The necessary conclusions are drawn, as well as comments and basic recommendations on working with chatbots are presented at the end of the paper.
Keywords: neural network; artificial intelligence; chatbot; text generation; virtual communication; copywriting; service automation; customer support; personnel training; process optimization.
Рр. 66 – 70
UDC 339.138:002.513.5
DOI: 10.24412/2071-3762-2024-4322-66-70
Metrics of the Nonprofit Marketing Landscape in Russian Science
Sharapov Roman Olegovich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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The article contains a scientometric analysis of publications on the eLibrary.ru platform on the topic of non-commercial marketing. The analysis of publication activity was performed using the services «keyword search» and general service «search» with a step-by-step sampling of numerical values for each type of publication. Based on the obtained data for each type of publication, the analysis of meaningful content was made. The obtained results allowed us to draw a general conclusion about the insufficient study of the topic of non-commercial marketing and low publication activity of the Russian academic community. The total number of publications in eLibrary.ru (including 2023) is only 608 papers. The highest number of publications coincided with the period when some conferences had financial support in the form of grants. It is concluded that the increase in scientific interest in nonprofit marketing can have long-term positive consequences for both the academic community, nonprofit organizations and society as a whole.
Keywords: nonprofit marketing; scientometric analysis; scientific landscape; nonprofit marketing metrics; nonprofit organizations; nonprofit marketing.
Рр. 71 – 76
UDC 339.138:658.6
DOI: 10.24412/2071-3762-2024-4322-71-76
Product Matrix Development as a Strategic Marketing Tool
Kazarian Satenik Aramovna,
Founder and Chief Marketer of company «Kazarian Marketing»; 55 Oboronnaya St., Dmitrov, Russia
https://orcid.org/0009-0006-2735-1697
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Product matrix is one of the fundamental tools of strategic marketing, allowing companies to manage the assortment and optimize the product portfolio effectively. The purpose of the study is to analyze the principles of development and application of the product matrix, as well as to assess its impact on key business performance indicators. The research used the methods of system, comparative, statistical analysis and modelling. The data on product matrices of the leading world and Russian brands, such as Apple, Victoria’s Secret and «L’Etoile» served as materials for the study. The results of the study show that a competently built product matrix helps to increase sales conversion by 15-20%, increase customer loyalty by 25-30% and increase the average purchase size by 10-15%. The example of Victoria’s Secret brand demonstrates how regular optimization of the product matrix allowed the company to maintain its leading position in the highly competitive market of women’s lingerie and clothing. The study reveals typical mistakes made by companies when developing a product matrix, including: insufficient product differentiation, lack of a clear hierarchy in product categories, weak link between matrix elements and unbalanced assortment. The article contains practical recommendations for creating an effective product matrix and will be useful for specialists in marketing, brand management and product portfolio management.
Keywords: product matrix; strategic marketing; assortment policy; product portfolio; customer loyalty; sales conversion.