Issue is available for downloading in PDF format. Download >>
Рр. 4 – 7
УДК 339.13
DOI: 10.24412/2071-3762-2024-8326-4-7
Determinants of Regional Market Demand in Planning Exports of Medical Products
Zuenkova Yulia Aleksandrovna,
PhD in medical, DBA, Associate Professor at Branding and Visual Communications Department , Russian State University for the Humanities, 6 Miusskaya Sq., Moscow, Russia; Associate Professor at Marketing and Sports Business Department, Financial University under the Government of the Russian Federation, 49/2, Leningradsky avenue, Moscow
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-3660-0476
The article specifies the demand factors in the medical device market. Forecasting demand and assessing the opportunities for exporting medical devices are important factors influencing the attraction of investors to this industry and the success of the import substitution program for the medical industry. The existing methods for determining market demand have been extrapolated taking into account the specifics of the industry market. The basic determinants determining the attractiveness of the regional market were the real and potential market capacity, the level of supply and demand, market stability parameters, and market conditions. It is shown that the highly regulated nature of this market requires taking into account additional industry-specific parameters – epidemiology, clinical standards and guidelines, clinical pathways etc.
Keywords: international marketing; medical device market; market analysis; medical devices; entry barriers; strategic marketing.
Рр. 8 – 11
УДК / UDC 339.3
DOI: 10.24412/2071-3762-2024-8326-8-11
Customer Relationship Management in the Transport Sector
Vertakova Yulia Vladimirovna,
Doctor of Economics, Professor; Professor at the Marketing Department, Russian State University for the Humanities; 6 Miusskaya Sq., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1685-2625
Volkova Albina Alexeyevna,
PhD in Economics, Associate Professor; Associate Professor at the Department of Military and Political Work, Military Academy of Logistical Support named after Army General A.V. Khrulev; 8 Makarov Emb., St. Petersburg, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8414-7039
Nikitin Yury Alexandrovich,
Doctor of Economics, Professor; Head of the Department of Military and Political Work, Military Academy of Logistical Support named after Army General A.V. Khrulev; 8 Makarov Emb., St. Petersburg, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-4661-2200
Plotnikov Vladimir Alexandrovich,
Doctor of Economics, Professor; Professor at the Department of General Economic Theory and History of Economic Thought, St. Petersburg State University of Economics; 30-32 Griboyedov Canal Emb., St. Petersburg, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-3784-6195
Market saturation leads to increased competition for customers. This makes companies use customer-oriented marketing strategies. This process is clearly pronounced in the transport sphere, on the market of transport and logistics services. The article considers the peculiarities for the formation of the customer relationship management system in the transport sector, identifies the positive effects of its implementation, and shows the need for integrated development in this area using multilateral digital platforms.
Keywords: transport and logistics services; demand economy; customer behavior; customer-oriented approach of the company; marketing strategy; relationship management; customer service.
Стр. 12 – 18
УДК 339.138:002.513.5
DOI: 10.24412/2071-3762-2024-8326-12-18
Assessment of Scientific Trends in Banking Marketing: a Scientometric Approach
Kozyr Natalya Sergeyevna,
PhD in Economics, Associate Professor of Cyber Security and Information Protection 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.
httрs://orсid.org/0000-0002-8323-0957
Bykanova Natalya Igorevna,
PhD in Economics, Associate Professor, Associate Professor of Innovative Economy and Finance 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.
httрs://orсid.org/0000-0002-5505-5071
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
In the context of the rapid development of the financial sector and the digitalization of the economy, banking marketing is becoming key to attracting and retaining customers, as well as providing competitive advantages. This article presents a scientometric analysis of publications related to banking marketing based on data from a scientific electronic database eLibrary.ru . The research covers publications indexed in the RSCI and analyzes their dynamics, popularity and citation. As a result, the main directions of research in the field of bank marketing have been identified, as well as key trends characterising the evolution of this subject. The results obtained can be used for further in-depth analysis and development of marketing strategies in the banking sector.
Keywords: banking marketing; scientometrics; bibliometry, scientometric analysis; scientific landscape; metrics of banking marketing; banking sector.
Рр. 19 – 26
УДК 338.2
DOI: 10.24412/2071-3762-2024-8326-19-26
Features of Promoting Fitness Clubs on Social Networks
Kmet Elena Borisovna,
PhD in Economics, Associate Professor of Marketing and Logistics Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
httрs://orсid.org/0000-0001-9014-8153
In conditions of intense competition between fitness clubs, it is especially important to determine ways and means of attracting new and retaining old customers. Social networks currently play a huge role in influencing purchasing activity, and sales promotion activities promoted on social networks allow not only a short-term increase in the revenue of a fitness club, but also an increase in the profitability and profitability of the fitness club due to the generation income from each client in the long term. The article proposes a methodological approach to the formation of a set of measures to promote the services of fitness clubs in social networks to stimulate consumer involvement, taking into account the influencing factors identified from the results of field quantitative consumer research. The results of the study and a set of proposals for promoting fitness club services on social networks are of undoubted practical interest for all fitness clubs in the country.
Keywords: promotion on social networks; fitness service; advertising services of mobile operators; factors of influence.
Рр. 27 – 31
УДК 339.13
DOI: 10.24412/2071-3762-2024-8326-27-31
The impact of New Economic Conditions on Consumer Preferences When Choosing Crustaceans
Maslennikova Evgeniya Vladimirovna,
PhD in Technical, 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/0009-0006-1340-1243
The article presents a comparative analysis of consumer preferences when choosing crustaceans, the study of which was conducted in 2022 and 2024 when surveying residents of Primorsky Krai. The study establishes the main trends in consumer behaviour under the conditions of cardinal changes in the foreign economic environment and large-scale restrictive measures against the Russian economy. It was found that seafood has been purchased much less frequently compared to 2022, the demand for live specimens has decreased by half, which is probably due to the high cost of these types of seafood. Buyers began to favour chilled and frozen crustaceans. For two years, the preferences of consumers when choosing the place of shopping have not changed. The majority of respondents prefer to buy seafood in specialised shops, with a preference for chilled or frozen shrimps and crabs of medium and large size that have not been peeled from their shells.
Keywords: market; Russian economy; consumer preferences; crustaceans; seafood; crabs; consumers; consumer survey.
Рр. 32 – 36
УДК 338.2
DOI: 10.24412/2071-3762-2024-8326-32-36
Study of Competitiveness of Organisations Providing Customs Services in the Market of Primorsky Krai
Stepuleva Ludmila Fyodorovna,
Senior Lecturer of Marketing and Logistics Department, Vladivostok State University; 41 Gogol St., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
httрs://orсid.org/0009-0000-6470-5104
Makarova Dana Maksimovna,
student of Marketing and Logistics Department, Vladivostok State University; 41, Gogolya str., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
httрs://orсid.org/0009-0000-6602-5700
In the modern world globalisation and increase in the volume of international trade, as well as the role of the subjects of the customs sphere are becoming more and more significant. This article is devoted to the study of factors that shape the competitiveness of commercial organisations providing customs services. The paper explores the interaction between the subjects of the customs services market. The key point of the article is the development of criteria of competitiveness of commercial organisations providing customs services. The main idea is that for successful activity in this industry it is necessary to take into account the specifics of the customs services market and develop strategies based on the competitiveness of the company. This study is of value to the business community engaged in customs activities for further testing of the proposed criteria in assessing the competitiveness of the organisation.
Keywords: customs service; competitiveness criteria; foreign economic activity; customs representative; competitiveness assessment; competitiveness factors.
Рр. 37 – 43
УДК 338.2
DOI: 10.24412/2071-3762-2024-8326-37-43
The Role of Customer Journey Maps in Shaping a Retailer’s Unique Customer Experience
Kmet Elena Borisovna,
PhD in Economics, Associate Professor of Marketing and marketing and Logistics Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
httрs://orсid.org/0000-0001-9014-8153
Companies’ increased focus on creating unique customer experiences is driven by the rapid evolution of customer behaviour in an increasingly competitive environment. There is a growing need for companies to analyse customer behaviour and identify multi-channel customer touch points to develop interventions to influence buying behaviour to increase revenue. Visualising the process of consumers’ buying decision with the help of Customer Journey Maps or Customer Journey Map, built on the results of user stories research, allows to develop a set of measures to influence buying behaviour, which helps to optimise interaction with them to improve customer experience. The paper proposes a methodological approach to develop measures to influence customers’ purchasing behaviour. The results of the research and a set of proposals developed based on the results of testing the methodological approach on the example of a retail trade network of children’s goods are of undoubted practical interest for all sellers of children’s goods in the country.
Keywords: customer journey maps; JTBL-interviews; user stories research; visualisation of the buying decision process; influence factors.
Рр. 44 – 48
УДК 339.138
DOI: 10.24412/2071-3762-2024-8326-44-48
Marketing characteristics of a high-tech market in the conditions of digital transformation
Kucheryavenko Svetlana Alekseevna,
PhD in Economics, Associate Professor, Head of the Quality Management 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/0000-0002-3642-2948
Pryadko Svetlana Nikolaevna,
PhD in Economics, Associate Professor, Associate Professor 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/0000-0003-4857-4727
Kraevsky Vladislav Aleksandrovich,
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/0009-0003-5003-1876
In the conditions of significant digital transformation of economic systems, intellectual developments of research universities are of great importance, the commercialisation of which can ensure the transition of the Russian economy to the next technological mode and significantly mitigate or level out the emerging sanctions and resource constraints at the national and local levels. The article deals with the transformation of the knowledge-intensive market in the context of digitalisation. The aim of the study is to identify the features of strategic marketing management of university innovation activity. The authors present the results of the marketing analysis of the knowledge-intensive market, identify approaches to the formation of innovative marketing strategies of research universities. Content analysis of scientific literature on the research problem in the Google Scholar search engine; analysis of information characterising the indicators of the knowledge-intensive market of the Belgorod region were used as research methods.
Keywords: marketing; knowledge-intensive market; higher education organizations; research universities.
Рр. 49 – 51
УДК 339.138
DOI: 10.24412/2071-3762-2024-8326-49-51
Using digital tools to improve the efficiency and accuracy of auditing websites of controlled organizations
Sirbiladze Ketevan Kitayevna,
Senior Lecturer of the Department of Financial Technologies, 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
This article discusses the use of digital tools and techniques to improve the efficiency and accuracy of auditing the websites of organizations, including in the implementation of public financial control functions. The author pays special attention to those methods that help identify potential violations, improve information security and ensure compliance with regulatory requirements. The article discusses atypical tools of website analytics. This information can be used both for auditing websites of controlled organizations and websites of any other commercial organizations.
Keywords: website optimization; website analytics; website promotion; site audit.
Рр. 52 – 54
УДК 658.8
DOI: 10.24412/2071-3762-2024-8326-52-54
The Role of Content Marketing and Influencer Marketing in Improving Sales Team Effectiveness
Tereshchenko Dmitrii Alexandrovich,
Head of Sales Department, «ICRM» LLC; 16 Marshala Savitskogo Str., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0009-4577-1283
In the age of digitalization, marketing is undergoing a transformation based on the application of innovative methods such as content marketing and influencer marketing. These approaches allow companies to not only capture the attention of their target audience, but also form long-term relationships based on trust and loyalty. Content marketing emphasizes the creation and distribution of valuable and relevant content, which helps deepen customer interaction and strengthen customer engagement. Influencer marketing, on the other hand, leverages the authority of celebrities to organically introduce products to the consumer community, which enhances brand perception and drives sales. Both methods are demonstrating high effectiveness in modern marketing practices, providing significant benefits to sales teams and improving business results.
Keywords: content marketing; Influencer marketing; digitalization; innovative marketing methods; sales effectiveness; customer engagement; loyalty.
Рр. 55 – 60
УДК 338.012; 339.138
DOI: 10.24412/2071-3762-2024-8326-55-60
Evolution of views on the role of marketing in industry
Popova Tatiana Sergeevna,
PhD in Economics, Associate Professor, 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 Str., Volgodonsk, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-0554-2672
Kondrakhin Anton Viktorovich,
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.
httрs://orсid.org/0009-0008-0748-1923
Kraevsky Vladislav Aleksandrovich,
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/0009-0003-5003-1876
Industrial marketing belongs to the sphere of “non-obvious” marketing solutions, when more developed consumer marketing technologies do not work or work ineffectively, and completely different, calculated and accurate moves are needed. After all, every blunder in a situation where the number of customers is limited (and this narrow circle forms the reputation of the company), determines the future development (or failure) of the industrial enterprise. Industrial marketing, as well as any other type of marketing, has undergone impressive transformations associated with the rapidly changing reality, technology, demands. In the paper the authors highlight the features of industrial marketing, cite and compare the views of scientists who at different times paid attention to aspects of the use of market instruments in the activities of enterprises in the industrial sector.
Keywords: industrial sector; marketing in industry; marketing concepts; market of industrial goods.