Issue is available for downloading in PDF format. Download >>
Рр. 4 – 11
UDC 339.138
DOI: 10.24412/2071-3762-2024-6324-4-11
Method of Travel-brands Image Formation for Generation Z: Analytical Stage
Andronova Anastasia Alekseevna,
Master’s student, Faculty of Technological Management and Innovations, ITMO University, 11/2 Tchaikovsky St., Saint Petersburg, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0006-5309-3580
Solovyova Dina Vitalyevna,
PhD in Economics, Associate Professor at Faculty of Technological Management and Innovations, ITMO University, 11/2 Tchaikovsky St., Saint Petersburg, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4147-6622
Andronova Natalia Vladimirovna,
PhD in Psychology, Associate Professor of the Department of Psychology, Ogarev Mordovia State University; 68/1 Bolshevistskaya St., Saransk, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1909-5575
With the departure of a number of foreign travel brands from Russia, competition in the travel industry has increased between domestic and some remaining foreign travel brands in an attempt to gain market share. In addition, there are changes in consumer behavior, in particular, the desire for sensory experiences is increasing, especially among Generation Z. The purpose of the study is to develop a method for image building of travel brands targeting this generation. The article discusses the analytical stage of the method of image formation of travel-brands for generation Z, based on the need for sensory experience. The author proposes an algorithm for the implementation of this method, describes the typology of travel-brands and consumers of generation Z, models of travel-brand image and sensory experience analysis. The article presents the results of approbation of the developed method on the example of the brand of the hotel «Mercure Saransk Center».
Keywords: generation Z; brand image; travel-brand; tourism; marketing; sensory experience; marketing concept.
Рр. 12 - 17
UDC 339.166.84
DOI: 10.24412/2071-3762-2024-6324-12-17
Development of an algorithm for a marketing strategy for the development of an over-the-counter drug brand
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
This email address is being protected from spambots. You need JavaScript enabled to view it.
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
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8573-7241
The aim of the work is to substantiate the algorithm of realization of marketing strategy of brand development for OTC medicines, applied for already introduced to the market drugs, which have a certain history of promotion. The importance of activation of work with the consumer in the sales room in the form of consultations with pharmacists and implementation of merchandising, the need to take into account ethical, compliance restrictions and social responsibility at all stages of development and implementation of the strategy is substantiated. As a peculiarity of drug promotion it is noted that pharmaceutical companies cannot exist effectively without the involvement of the medical community, whose function is to prescribe drugs to patients in need of therapy, for this reason a separate strategy of work with doctors is developed.
Keywords: marketing strategy; algorithm; over-the-counter drugs.
Рр. 18 – 25
UDC 339.35
DOI: 10.24412/2071-3762-2024-6324-18-25
Peculiarities of Sales Stimulation on the Automobile Market (on the Example of ProAuto LLC, Vladivostok)
Zhokhova Valentina Vladimirovna,
PhD in Economics, Associate Professor of Marketing and Commerce Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-9934-2702
Chernyshev Roman Denisovich,
Student of Marketing and Commerce Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0004-0526-7406
The Russian car market, as previously forecasted by analysts, will recover by about 6% annually and will reach 1.58 million cars in 2024. The Primorye market for purchasing cars in the countries of the nearest abroad is actively developing, but at the same time it regularly falls under the sanctions of supplier countries and meets new obstacles from customs. The past 2023 was a year of transformation for the regional market. In the new car segment, the «Chineseization» of supply continued and new production facilities were launched, while imports from Japan, contrary to all expectations, showed growth by the end of the year. Western sanctions increased the price of services of companies in the region and individuals, and with the rise in prices the number of people who can afford to buy a foreign car decreased. The article presents a study of the activities of Primorsky enterprise LLC «ProAuto» Vladivostok, as one of the representatives of the regional automotive market; the methods of sales promotion for the organization are considered and the main directions for its development are proposed.
Keywords: foreign car market; regional market; cars; business; market share; customer service, sales stimulation.
Рр. 26 – 30
UDC 339.138
DOI: 10.24412/2071-3762-2024-6324-26-30
Features of Behavior of People of the Third Age in Digital Environment and Mobile Gaming
Izmaylova Alina Alexandrovna,
Еngineer, ITMO National Research 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/0009-0000-5308-1914
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
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-8857-4233
The article highlights the relevance of market adaptation to the needs of the elderly due to the global aging of society, active growth of the third age segment and digitalization of the economy. It explores the «third age» based on data on the use of digital technologies and mobile games by people over 55 in Russia. It describes the peculiarities of consumer preferences in mobile game genres among the elderly, identifies their specific requirements and interests in the context of the digital environment. The study expands the understanding of the specifics of consumer behavior of people of the third age in the sphere of mobile gaming, emphasizing the need for further research and adaptation of mobile game products to the needs and preferences of this category of population. It is suggested that third age people represent a promising and profitable segment for mobile developers because of their activity in games and willingness to spend more on mobile subscriptions and in-game purchases compared to other age groups.
Keywords: third age; mobile gamification; consumer behavior; digital marketing; gerontomarketing; mobile games; digitalization.
Работа выполнена в рамках темы НИР № 623112 «Проектирование и реализация инновационных бизнес-решений на основе современных концепций маркетинга в условиях новой экономики».
Рр. 31 – 35
UDC 339.138
DOI: 10.24412/2071-3762-2024-6324-31-35
Personnel Marketing and its Importance in Modern Market Conditions
Konkin Valentin Olegovich,
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/0009-0006-9293-0118
The main purpose of the work is to study the peculiarities of personnel marketing and its tools, which are used in their activities by Russian and foreign organizations in modern conditions. For a deeper disclosure of the goal, the work considers those difficult relationships that are formed in the market between employers and employees (potential and real). The main participants of this type of relationship have different interests and coordinate them, directing them to achieve synergetic effect, allows personnel marketing.
Keywords: personnel; market of labor resources; personnel marketing; market of labor resources.
Рр. 36 – 40
UDC 658.8.012.12
DOI: 10.24412/2071-3762-2024-6324-36-40
Peculiarities of Services Promotion in the Automobile Market (on the example of Primorsky Krai)
Kim Angelina Georgievna,
PhD in Economics, Professor of Marketing and Commerce Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-3152-3467
Pechterev Yaroslav Igorevic,
student of Marketing and Commerce Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0004-6248-2815
The automobile market is inert, dependent on infrastructure (supply of spare parts, skills and abilities of car service centers), state policy of automobile market regulation. The paper considers the peculiarities of product promotion by enterprises providing their services in the automobile market of Primorsky Krai. It is revealed that the automobile market of Primorsky Krai is fully dependent on imports, which in modern economic conditions requires dealers to pay attention to the development of communication channels, promotion strategy taking into account the retention of consumer confidence.
Keywords: automobile marketing; hypersegmentation; promotion system; tagged advertising.
Рр. 41 – 45
UDC 339.138; 658.8
DOI: 10.24412/2071-3762-2024-6324-41-45
Models of Marketing Complex: Historical and Modern Aspects
Yusubov Ruslan Latifovich,
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/0009-0008-5210-7084
The purpose of the work is to study the main models of marketing complex in the historical perspective and their generalization, contributing to the formation of a comprehensive marketing approach to the activities of economic entities and identifying modern trends in the development of marketing. In the theory and practice of marketing there is no unified approach or universal model of marketing complex, which objectively determines the development of its own individual model of a business entity, including not only new elements, but also an instrumental approach to marketing activities.
Keywords: need; demand; request; desire; marketing complex model; marketing paradigm; digitalization.
Рр. 46 – 49
UDC 361.6
DOI: 10.24412/2071-3762-2024-6324-46-49
Using Neural Network and Cognitive Technologies for Brand Character Development
Klet Marina Petrovna,
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/0009-0008-9123-3649
Tkhorikov Boris Alexandrovich,
Professor, Doctor of Economics, Head of the Department of Service Technologies and Business Processes, A.N. Kosygin Russian State University; 1 Malaya Kaluzhskaya St., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6451-1123
The article studies the development of a brand-character (mascot) for fast food restaurants using neural network and cognitive technologies. The aim is to increase the brand competitiveness due to a unique and attractive image for target audiences, which is the basis for positioning and branding. Data collection through online surveys and in-depth interviews is conducted using the Mama Nori restaurant chain as an example. The obtained results are processed using neural networks and visualized in DALL•E. Current eye-tracking studies confirm that the proposed approach both accelerates the creation and improves the quality of brand characters.
Keywords: brand character; neural networks; fast food restaurants; neuromarketing.
Рр. 50 – 57
UDC 339.138
DOI: 10.24412/2071-3762-2024-6324-50-57
SEO as an effective Tool for Implementing Promotion Strategies in E-commerce
Lavrov Konstantin Dmitrievich,
marketer, CEO of Spirularin shop; 1 Matveevskaya st., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0008-3440-1458
The article is devoted to the study of the application of search engine optimization (SEO) tools in solving the tasks of Internet marketing of the company in the conditions of the e-commerce market. The theoretical aspects of SEO-optimization are disclosed and the general impact of search engine promotion on business is highlighted, which is manifested at the level of organic traffic growth and sales increase. Some indicators of SEO-optimization efficiency are defined, on the basis of which the results of the conducted optimizations are measured. The long-term nature of search engine optimization is emphasized. The peculiarities of the development of search engine promotion strategies for business purposes are specified, in connection with which different frameworks are highlighted, as well as common actions that provide an opportunity to ensure greater visibility of the website in the search engine. Special attention is paid to the impact of artificial intelligence on SEO. Conclusions are drawn about the general importance of SEO for Internet marketing and possible transformations of SEO strategies under the influence of artificial intelligence.
Keywords: search engine optimization; search engine promotion; SEO-optimization; queries; Internet marketing; keywords in SEO; traffic; links; lead generation; artificial intelligence.
Рр. 58 – 61
UDC 339.16
DOI: 10.24412/2071-3762-2024-6324-58-61
Consumers: a Marketing Phenomenon and a Factor in Shaping the Marketing Strategy of Modern Organizations
Petrenko Viktor Yurievich,
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/0009-0007-7649-3840
Internet shopping in today’s world is an integral part of life of almost every person. This fact must be taken into account by companies when building their marketing strategies aimed at encouraging the purchase of so-called digital consumers, who collect information about the desired product or service and realize the purchase in the Internet space. Digitalization of the real world not only requires consumers to master new skills, the lack of which significantly limits the ability to use the benefits of modern civilization, but also radically changes their needs, lifestyles and buying habits, transforming the traditional consumer market, adding digital opportunities and digital responsibilities. The paper considers the current trends of e-commerce and the peculiarities of consumer behavior in the digital environment.
Keywords: digital consumer; Internet environment; marketing strategy; e-commerce.
Рр. 62 – 68
UDC 339.133.024
DOI: 10.24412/2071-3762-2024-6324-62-68
Approaches to Creating and Evaluating the Effectiveness of Retail Branding
Rozdolskaya Irina Vladimirovna,
Doctor of Economics, Professor of Marketing and Management Department, Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4529-9299
Makrinova Elena Igorevna,
Doctor of Economics, Professor of the Department of Hotel and Tourism Service, Commerce and Advertising Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7883-6540
Matusenko Elena Viktorovna,
Doctor of Economics, Professor of the Department of Hotel and Tourism Service, Commerce and Advertising Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6221-2525
The article is devoted to the peculiarities of retail branding creation and assessment of its effectiveness. The authors have identified the constituent elements of retail brand, analyzed the stages of its creation, developed an algorithm of its development strategy. Special attention is paid to different approaches to assessing the effectiveness of retail branding: advantages and disadvantages of the main approaches are highlighted; evaluation indicators are systematized by groups (perceptions, behavioral, market, financial and economic). The article proposes to use an integrated approach that allows taking into account the multidimensional nature of the brand. Its essence is to establish the relationship between consumer and financial and market metrics of retail branding. The results obtained by the authors contribute to the rational solution of the problem of creating a scientifically based and practically applicable model of retail branding.
Keywords: retail-branding; logo; brand loyalty; brand attributes; brandbook; retailbook.
Рр. 69 – 76
UDC 338.24: 620.9
DOI: 10.24412/2071-3762-2024-6324-69-76
Marketing Mechanism for Increasing the Infrastructural Attractiveness of Territories in the Context of Improving their Socio-economic Dynamics and Investment Conditions
Kostennikov Andrey Ivanovich,
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/0000-0002-1587-0741
The article presents conceptual approaches and organizational and methodological recommendations for improving the elements of the marketing mechanism of increasing the infrastructural attractiveness of territories. It is shown that the investment attractiveness of the territory, as a target criterion of the effectiveness of the application of territorial marketing approaches to the implementation of competitive advantages of the area, is in a dialectical relationship with the level of infrastructural saturation and favorability of the area. The expediency of applying the system-transformation approach in solving the problems of designing and applied use of components of the marketing mechanism of increasing the infrastructural attractiveness of territories is substantiated. The study proposes to use marketing characteristics of energy districts as system-forming elements of infrastructure provision of territories to improve the characteristics of infrastructural attractiveness of the region. It is substantiated that in order to achieve the necessary marketing effects of the territory positioning it is important to implement a set of long-term measures to form and develop the image of the region as an infrastructurally attractive area. The presented research results contribute to the theory and methodological basis of territorial marketing.
Keywords: marketing of territories; marketing of energy infrastructure; marketing mechanism; marketing activities; infrastructure attractiveness of territories; image of territories.
Рр. 77 – 80
UDC 004
DOI: 10.24412/2071-3762-2024-6324-77-80
Dashboards in education as a marketing communication tool
Sirbiladze Ketevan Kitayevna,
Senior Lecturer, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-5316-3485
Popova Tatiana Sergeevna,
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
The article is devoted to the research and analysis of dashboards application in education. Dashboards are currently becoming an increasingly popular tool in educational institutions, as they allow visualising and analysing data related to the educational process. The article discusses how the use of dashboards contributes to the optimisation of the educational process, includes a review of existing research and practices on the use of dashboards in the implementation of communication interaction with the recipients of educational services. The author emphasises the potential of dashboards in education to improve the quality of data-based decision-making and personalisation of learning. The article is aimed at drawing the attention of teachers, administrators of educational institutions to the importance of dashboards in the context of modern educational environment and offering practical recommendations for their successful implementation in the process of providing educational services.
Keywords: education; data visualization; personalisation of education; key metrics; education market.