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Рр. 4 – 6
UDC 339.13
DOI: 10.24412/2071-3762-2024-11329-4-6
The Impact of the Slogan on Sales of Medical Devices in the B2G Segment
Zuenkova Yulia Alexandrovna,
PhD in medical, DBA, Associate Professor, Department of Marketing, Financial University under the Government of the Russian Federation, 49 Prospekt Leningradsky, Moscow, Russia; Associate Professor, Department of Branding and Visual Communications, Russian State University for the Humanities, 6 Miusskaya Ploshchad, Moscow, Russia
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https://orcid.org/0000-0002-3660-0476
The article investigates the dependence between the quality of slogan, country of origin of medical device and sales volume in the B2G market. A comprehensive functional analysis of slogans of selected medical devices is carried out and marketing parameters of slogans are expertly evaluated. It is shown that there is a clear inverse relationship between the country of origin of the medical device and the quality of the slogan r=-0.918, while the quality of the slogan and sales volume have a positive, moderately pronounced relationship r=0.472. The results of the study can be used by marketers and brand managers in the development of positioning in the market of medical devices, as well as senior managers and sales staff of companies offering medical products to make decisions regarding investments in marketing.
Keywords: medical devices; B2G; sloganistics; slogan; positioning; branding; healthcare market.
Рр. 7 – 12
UDC 339.138
DOI: 10.24412/2071-3762-2024-11329-7-12
Evaluation of the Effectiveness of Regional Marketing Strategies on the Example of Nizhny Novgorod and Yaroslavl Regions
Kolesov Roman Vladimirovich,
PhD in Economics, Associate Professor, Deputy Director for Educational and Methodological Work, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0000-0001-7337-3578
Babajanyan Gaik Arturovich,
Senior Lecturer, Department of Economics and Finance, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a, Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0009-0007-9985-7707
Nevidina Veronika Sergeevna,
student, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0009-0001-3327-5479
The scientific article is devoted to the practical application of methodological approaches to assessing the effectiveness of marketing strategy in the regions of the Russian Federation. The paper uses statistical data characterising the situation in the Nizhny Novgorod and Yaroslavl regions as regions – objects of assessment. As a result of the methodology application, a comparative assessment of marketing strategies implementation in these regions is carried out, conclusions and recommendations are formulated, aimed at improving the efficiency of resource use, allocated to ensure the increased attractiveness of the economy of the designated subjects for potential investors and labour force, as well as solving the problems of increasing tourist flow.
Keywords: region; marketing; strategy; development; methodology; assessment; rating; indicator; efficiency.
Рр. 13 – 19
UDC 339.13
DOI: 10.24412/2071-3762-2024-11329-13-19
Media Industry Market Analysis: Status, Growth Drivers and Development Trends
Plotnikov Vladimir Alexandrovich,
Doctor of Economics, Professor, Professor of the Department of General Economic Theory and History of Economic Thought; St. Petersburg State University of Economics; 30-32 Griboedov Canal Embankment, St. Petersburg, Russia
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https://orcid.org/0000-0002-3784-6195
Radushinskaya Alexandra Igorevna,
PhD in Economics, Associate Professor, Associate Professor, Department of Russian Politics, St. Petersburg State University; 1/3 Smolny St, St. Petersburg, Russia
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https://orcid.org/0000-0002-5650-0018
Shamina Olga Alekseevna,
PhD in Economics, Associate Professor, Department of Mass Communications Management, Institute “Higher School of Journalism and Mass Communications”, St. Petersburg State University; 26 1st line V.O., St. Petersburg, Russia
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https://orcid.org/0009-0002-5748-941X
Sharapova Olga Anatolievna,
PhD in Economics, independent researcher; 13 Pravdy St., St. Petersburg, Russia
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https://orcid.org/0009-0008-8559-6523
The media industry is one of the promising and rapidly growing sectors of the modern economy. In many respects, its development is facilitated by technological progress, as well as the development of social management technologies. The opposite is also true: the global and country specifics of media industry markets have a significant impact on the organization of socio-economic processes. This determines the need for scientific analysis of the state, growth drivers and development trends of the media industry. The article presents the results of this analysis.
Keywords: creative economy; digital technologies; media industry market; artificial intelligence; deglobalization.
Рр. 20 – 27
UDC 339.138
DOI: 10.24412/2071-3762-2024-11329-20-27
Effective Communication Channels for the «Digital Departments» Project of DVFU
Noskova Elena Viktorovna,
PhD in Economics, Associate Professor, Director of Management and Entrepreneurship Department, Far Eastern Federal University; 10 Ajax Bay, Russkiy Island, Vladivostok, Russia
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https://orcid.org/0000-0003-2997-0345
Bekharskaya Ekaterina Borisovna,
Assistant, Department of Marketing and Market Development, School of Economics and Management, Far Eastern Federal University; 10 Ajax Bay, Russkiy Island, Vladivostok, Russia
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https://orcid.org/0009-0007-0909-724X
Burdinskaya Iliza Andreyevna,
Assistant, Department of Management and Entrepreneurship, School of Economics and Management, Far Eastern Federal University; 10 Ajax Bay, Russkiy Island, Vladivostok, Russia
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https://orcid.org/0009-0002-1850-7099
Despite the growing popularity of additional education in modern society, consumer demand is shaped by a number of key factors. These include the cost of training, compliance of educational programs with the expectations of customers, the level of competence of teachers and the quality of education. Attracting and retaining students become paramount tasks for educational institutions, as the number of students enrolled in the program and successfully completed it serves as an important indicator of the effectiveness of educational policy and the quality of services provided. This paper aims to identify the most effective channels of interaction between the main stakeholders of the “Digital Chairs” project, which will increase the interest and involvement of participants in the educational process. In the course of the work the problems related to the low level of students’ interest in the programs of the project “Digital Chairs” are studied, the effective channels and the demanded content of communications are determined.
Keywords: target audience; marketing communications; additional education; involvement.
Рр. 28 – 33
UDC 339.13
DOI: 10.24412/2071-3762-2024-11329-28-33
Trends in the Global Economy and Consumer Goods Market: from E-Commerce and Digital Marketing to Autonomous International Logistics Terminals
Kravchenko Lubov Alekseevna,
PhD in Social Sciences, Associate Professor, Associate Professor at Department of Economics and Management in Construction, Emperor Alexander I St. Petersburg State Transport University; 9 Moskovsky Av., St. Petersburg, Russia
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https://orcid.org/000-0002-5775-7077
Fursova Elena Alekseevna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Political-Military Work, S.M. Kirov Military Medical Academy; 6 Akademika Lebedeva str, St. Petersburg, Russia
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https://orcid.org/0000-0002-0373-2712
Volnenko Vladimir Nikolayevich,
PhD in Economics, Associate Professor, Department of Accounting Theory Kuban State Agrarian University named after I.T. Trubilin; 13 Kalinina str., Krasnodar, Russia
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https://orcid.org/0000-0002-4968-2503
The article contains the results of the author’s research of current trends in the development of international marketing, foreign economic activity and logistics of consumer goods, taking into account the transformation of consumer behavior, as well as supply chains under the influence of external factors (pandemic, sanctions policy) and the general trend of digitalization of the world economy. The article was prepared on the basis of open sources, own observations and scientific papers in the researched area. The qualitative and quantitative exploratory research reveals the features of changes in the global and national markets of consumer goods, primarily the growing role of e-commerce and modern digital technologies in logistics and marketing. The authors formulate the directions of development of the retail and consumer goods sector.
Keywords: global market; e-commerce; digital marketing; consumer goods; international logistics; supply chain management.
Рр. 34 – 39
UDC 339.138
DOI: 10.24412/2071-3762-2024-11329-34-39
Research of Branding Influence on Consumer Behavior (on the Example of Marketing Boutique Agency BBGO, Vladivostok)
Yurchenko Natalya Alexandrovna,
Acting Head of the Department of Marketing and Logistics, PhD in Economics, Associate Professor, Department of Marketing and Logistics, Vladivostok State University; 41 Gogol St., Vladivostok, Russia
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https://orcid.org/0009-0002-1755-4654
Ganja Lada Sergeevna,
Student of the Department of Marketing and Logistics, Vladivostok State University; 41 Gogol St., Vladivostok, Russia
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https://orcid.org/0009-0002-2627-677X
Nowadays branding is an important link, a thin thread between the consumer and the company. Thanks to the brand, companies increase their recognizability, increase audience loyalty and competitiveness of goods/services. The article presents a study of the impact of branding on consumer behavior in the marketing boutique agency IE Sokolova E.I. (BBGO). Within the framework of the branding research the company brand was analyzed according to the main measurement criteria using the method of evaluation of the company brand code according to Thomas Gad’s model, the problems of the developed company brand were revealed and recommendations for improving the branding influencing consumer behavior were formed. The proposed directions can be applied both by marketing agencies and companies of other industries in Russia due to the general trends of branding development.
Keywords: branding; consumer behavior; loyalty; positioning; 4D-branding; brand evaluation; brand perception; brand code.
Рр. 40 – 43
UDC 659.1
DOI: 10.24412/2071-3762-2024-11329-40-43
Organization of an Effective Advertising Campaign to Promote Educational Services
Tyurin Dmitry Valeryevich,
PhD in Economics, Associate Professor, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia; Moscow Financial and Industrial University “Sinergia”
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https://orcid.org/0000-0002-9404-8827
Andreeva Yuliya Andreewna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0004-2933-9240
The article is devoted to the organization of an effective advertising campaign to promote educational services. In today’s information society, educational services are in high demand. In 2023, the market of Russian online educational services grew by 30% and reached 120 billion rubles. In the future, this market will grow just as rapidly. Due to the high competition in the markets of online and offline educational services, the problem of implementing an advertising campaign to promote them is relevant. Effective efficient advertising campaign allows you to achieve the sales plan, strengthen customer loyalty and stand out among competitors. The purpose of the study: to analyze the factors affecting the organization of an effective advertising campaign to promote educational services. The novelty of the study lies in the practical analysis of examples of advertising of actual online educational services, taking into account the experience of implementing distance learning technologies. The result of the study is the conclusions, which substantiate the factors of successful implementation of an advertising campaign for the promotion of educational services.
Keywords: advertising campaign; educational services; PR; distance learning; educational portal; web portal; university; target audience.
Рр. 44 – 47
UDC 658.8.012.12
DOI: 10.24412/2071-3762-2024-11329-44-47
Market Analysis and Segmentation to Develop Targeted Marketing Strategies
Sovetkin Aleksei Sergeyevich,
Advertising expert, 12 Egorova St., Samara, Russia
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https://orcid.org/0009-0001-1379-6808
The article discusses the process of market analysis and segmentation as a key stage in the development of effective targeted marketing strategies. The process of market analysis includes collection and processing of data on consumers, competitive environment and market trends. Market segmentation, in turn, allows you to identify different groups of consumers who differ in their needs, preferences and behavior. The focus is on segmentation methods and approaches such as demographic, psychographic, geographic, and behavioral segmentation. The application of these techniques allows companies to more accurately identify target audiences and develop marketing strategies tailored to the specific needs of each. As a result, the effectiveness of marketing campaigns is improved, thus increasing market share and customer satisfaction. The study confirms the importance of a systematic approach to market analysis and segmentation to achieve sustainable competitive advantage.
Keywords: market analysis; marketing strategy; demographic segmentation; psychographic segmentation; geographic segmentation; behavioral segmentation; target audience; competitive advantage.
Рр. 48 – 52
UDC 658.8; 339.1
DOI: 10.24412/2071-3762-2024-11329-48-52
Proactive Reputation Management: a Theoretical Marketing Concept or Reality?
Shendrik Vitaly Viktorovich,
Reputation Management and Marketing Specialist, SEReputation Company; 240 Letchik Polagushina st., Zelenograd, Russia
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https://orcid.org/0009-0000-5979-5774
The article is devoted to the study of proactive reputation management in modern business. The paper summarizes the literature devoted to the problems of proactive approach, specifies the manifestations of this approach in marketing, and substantiates a set of directions of marketing activity focused on proactive management strategies. The conceptual and methodological foundations of proactive reputation management have been clarified, within the framework of which practical recommendations for companies aimed at proactive management of reputational risks have been proposed. The conclusions about the significance of the proactive approach for strengthening the company’s position in the market and increasing consumer loyalty are made. The theoretical significance of the study lies in the generalization of the theory of proactive management and its extrapolation to reputation management in business. Scientific novelty of the study is represented by the substantiation of the concept of proactive reputation management in business marketing. Practical significance is reflected in the proposed general methodological recommendations for the transition to a proactive approach to reputation management, which substantiates the applicability of the results obtained by marketers and scientific researchers.
Keywords: proactive approach; proactive management; reputation management; prevention of reputational risks; marketing activity of business.
Рр. 53 – 56
UDC 338.242; 658.8
DOI: 10.24412/2071-3762-2024-11329-53-56
Marketing Activities to Support and Promote Industrial Engineering Projects
Yena Andrey Nikolaevich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobedy st., Belgorod, Russia
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https://orcid.org/0009-0008-1714-0954
Industrial marketing (B2B) plays an important role in the conditions of fierce competition for consumers in the saturated market of industrial goods. The company’s flexibility and the efficiency of its adaptation to changing market conditions depend on rational intra-organizational decisions made within the framework of marketing activities to support and promote industrial projects. Such specific features of industrial products as a long production cycle, a fairly narrow target audience, including mainly legal entities, long-term business relationships, complexity of sales, high-tech nature of products, the presence of warranty and after-sales service, etc. impose their imprint on the features of industrial marketing. The article considers specific features of marketing promotion of industrial engineering projects.
Keywords: industrial marketing; industrial products; marketing strategy; marketing activity of business; B2B.
Рр. 57 – 60
UDC 659.113
DOI: 10.24412/2071-3762-2024-11329-57-60
Development of an Advertising Campaign on the Internet and Evaluation of its Effectiveness
Anishchenko Ksenia Leonidovna,
Senior Lecturer, Department of Commerce and Trade Business, Moscow Financial-Industrial University “Synergy”; 9/14 Meshchanskaya st., Moscow, Russia
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https://orcid.org/0000-0002-4889-378X
In the modern world, the development of information technologies and the Internet has a huge impact on all spheres of society, including the economy and business. One of the most important tools for the successful development and promotion of business is advertising, which in the conditions of the modern market is increasingly transferred to the Internet space. Strategic planning of advertising campaigns on the Internet is an important element of a successful marketing strategy of any enterprise. An advertising campaign is an organized and systematic promotion of a product, service or brand in order to increase consumer awareness, create a positive image and, as a result, stimulate purchasing activity. Advertising campaigns rely on a set of methods and tools of marketing communication. The elaboration and analysis of the features of strategic planning, as well as the development of effective advertising campaigns allow organizations to optimize advertising costs and increase the effectiveness of promoting their goods and services. The article formulates proposals to improve strategic planning of advertising campaigns in the Internet on the example of “SAS-TELECOM” LLP. To achieve the purpose of the research the analysis of marketing and advertising activities of the organization was carried out, the target audience was defined, advertising messages were developed and communication channels were determined. The article concludes with an assessment of the effectiveness of the developed advertising campaign.
Keywords: advertising campaign; target audience; social networks; SMM; online advertising; online promotion; advertising effectiveness; banner advertising.