MARKETING THEORY AND METHODOLOGY

Theoretical basics of territorial marketing, its role and place in the modern economy
Yarosh O.B., Dr Sc., Professor of Marketing, Trade and Customs affairs department of the Institute of Economics and Management. V.I. Vernadsky Crimean Federal University, e-mail: iarosh.olga@gmail.com
Mitina E.A., assistant of Marketing, Trade and Customs affairs department of the Institute of Economics and Management. V.I. Vernadsky Crimean Federal University, e-mail: zhilina_ella@list.ru

The study was sponsored by RFFR grant № 17-32-00009 «The market of organic agricultural products: the formation of commodity and forecasting market conditions in the region».

The article analyzes the scientific research of various schools and directions, and it is revealed that this term is considered in the scientific literature from sixteen different positions, sometimes contrary in nature and understanding, then time in the domestic literature there are four basic concepts that reflect generalized models for the formation of the region’s attractiveness.
Keywords:  territory marketing, place marketing, concept, classification, terminological characteristics.

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Marketing based on needs and values: a methodological view
Morozov V.А., Doctor of economic sciences, professor, professor of department of philosophy and methodology of economy of economic faculty of the Moscow state university the name of М.В. Lomonosov, е- mail: mva55.00@mail.ru

This work examines the stages of marketing development and methodological foundations of marketing activities, its development options. The influence of evolutionary marketing concepts, outlining the main ideas and goals, on its content, taking into account national marketing models, is analyzed. The correspondence of marketing variants to the levels of social values and human needs is formed. The influence of marketing values on the responsibility of business in the creation of socially significant competitive goods, and its social role in the formation of social and ethical values among consumers.
Keywords: marketing, needs, values, methods, approaches, society.

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MARKETING TOOLS

Modern marketing instruments of regional retail in the context of digital economics
Novikova K.V., Doctor’s Degree in Economics, Professor, Perm State National Research University, e-mail: ksenia--27@yansex.ru
Yatsuk V.I., Ph.D. candidate , Federal scientific center of land economies and social development of rural areas – All-Russian Research Institute of agricultural economics, e-mail: yatsukvladislav@yandex.ru

This article describes the main trends in the use of marketing tools by retail chains and assesses the new requirements that appear before retailers in connection with the digitalization of the target consumer. The article contains the results of the marketing research of the authors conducted in order to identify customer needs in relation to retailers’ social networks and determine the demand for the purchase of goods / services using modern technologies, as well as recommendations on the organization of the omnichannel model.
Keywords: marketing tools, marketing technologies, regional retail, digital economics, digitalization, omnichanel model, consumer behavior.

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The development of smart-marketing concept
Gorlevskaya L.E., Ph.D. in Economics, senior researcher, V.A. Trapeznikov Institute of Control Sciences, Russian Academy of Sciences, address: 65, Prophsouznaya st., Moscow, 117997, e-mail: ludmila.gorlevskaya@yandex.ru
Sekerin V.D., Dr.Sc., professor, principal researcher, V.A. Trapeznikov Institute of Control Sciences, Russian Academy of Sciences, address: 65, Prophsouznaya st., Moscow, 117997, e-mail: bcintermarket@yandex.ru

The authors proposed and revealed the concept of smart-marketing, developed its implementation stages, carried out a classification of marketing technology tools, which allows companies to improve their business results.
Keywords: marketing, innovations, smart-marketing, marketing technologies, automation.      

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Artificial intelligence in marketing
Deinekin T.V., Ph.D., Associate Professor, Project Manager «AI-for-marketing.com» Individual entrepreneur Deinekin T.V., Moscow, e-mail: tihon@deynekin.ru

The article reveals the role and prospects for the application of artificial intelligence technologies in marketing activities. The systematization of research and business cases of machine learning implementations for 4P marketing (product, place, price and promotion) was made. Examples from Russian and international practice are given, illustrating the potential and significance of new technologies for commercial activities.
Keywords: artificial intelligence, machine learning, programmatic, marketing, advertising.

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MARKETING COMMUNICATIONS

Effective coding system of communication in personal sales: analysis of the episodes of the anime series «Wolf and Spices»
Timokhina G.S., Ph.D., Associate professor of the department of marketing and international management at Urals State University of Economics, e-mail: galinatimokhina@yandex.ru
Kudasov A.E., Graduate student of marketing and branding Program of the Ural State University of Economics, e-mail: akudasov96@gmail.com

In this article, the authors analyze examples of the communication appeal coding in personal sales on the example of the original work of popular culture. The authors explore a separate episode of the «Wolf and Spices» anime series, describing the process of personal selling in the conditions of the fictional world of medieval fantasy, from the standpoint of modern theory and practice of marketing communications and information coding techniques. In this way, the authors show an example of effective personal selling of goods by verbal and non-verbal coding of information to convince customers of the benefits of the product.
Keywords: personal sales, communication appeal, encoding, decoding, codes, emotional and rational argumentation, anime.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Development of a sales funnel model for hotel services
Eremenko Ju.A., Candidate of economic sciences, associate professor, sub-department of marketing, trade and customs, Institute of Economic and Management, Crimean Federal University named after V.I. Vernadsky, е-mail: jul_eremenko@mail.ru

The article describes the process of realization of hotel services through various channels of Internet communications. A sales funnel model has been developed on the basis of this process. The model is to ensure the effectiveness of the entire process of services realization due to the analysis of its individual stages and the increasing control over each of them. Internet technologies have been selected for each stage of the funnel that allow interact with potential and real guests as efficiently as possible. The article also suggested KPIs (KeyPerformanceIndicators) – key performance indicators for the responsible managers. This approach provides enhanced control over the sales process by chief managers, as well as timely identification of any problems.
Keyworlds: sales funnel, sales process, hotel services, internet-technology, KPI (Key Performance Indicators).

Sources
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Digital-marketing in the practice of foreign languages centers on the market of additional education
Bartashevich D.A., student, Faculty of Sociology and Political Science Financial University under the Government of the Russian Federation, Moscow, e-mail: darja.bartashevich@rambler.ru
Rebrikova N.V., Ph.D, associate professor of Department of Management Financial University under the Government of the Russian Federation, Moscow, e-mail: rebrikovanv@mail.ru

The article considers digital marketing as the most modern type of marketing and its tools. The tools of digital marketing are analyzed, the concrete examples of their application in practice are presented. The article presents the results of data analysis of five leading schools of foreign languages in Moscow on the use of digital marketing tools that marketers use for the development of these centers.
Keywords: digital marketing, foreign language center, digital marketing tool.

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Application of marketing technologies in the beauty industry
Chibisova T.V., Ph. D., associate Professor, chair “Organization and management of science-intensive production” of Omsk state technical University, e-mail: tchibikova@bk.ru
Savchenko E.V., senior lecturer, Department “Organization and management of science-intensive production” of Omsk state technical University, e-mail: evsavchenko@mail.ru

Situational marketing is considered in the context of its application in the beauty industry for companies offering face tattooing services. To structure the information wires, market segmentation was carried out and three main target audiences interested in obtaining these services were identified. Information reasons are divided into news themes, which are analyzed for significance for different target audiences. The features and disadvantages of each of the matism are highlighted. The General conclusion about the applicability of the situational marketing tool in the beauty industry is made.
Keywords: marketing, situational marketing, social networks, beauty industry.

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Digital content of marketing tools in the tourism economy of the elderly
Groshev I.V., doctor of Economics, doctor of PS. N., honored worker of science, Professor, head of the Department of sociology and psychology of management State University of management, Deputy Director of the Institute of education and science, e-mail: aus_tgy@mail.ru
Korchagin E.P., Ph. D., senior lecturer, Department of Commerce and business Informatics Tambov state technical University, e-mail: aus_tgy@mail.ru

The article deals with the prospects of tourism development of elderly people in the developing digital society of the Russian Federation. A General comparative analysis of digital and traditional tools in the tourism economy, in particular the tourism of older people. The directions of changes in marketing tools and the introduction of digital content for the formation and promotion of tourism products.
Keywords:  tourism of elderly people, digital economy, tourism economy.

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INTERNET-MARKETING

The particularity of holding social media contests
Ivanova V.A., candidate of economic Sciences, docent, The Russian Presidential Academy of National Economy and Public Administration (Faculty of Economic and Social Sciences), Department of management and entrepreneurship, e-mail: briard.victoria@gmail.com

The article describes the features of competitions as a tool of social media marketing. The article suggests a classification of different competitions and describes the main features of each of them. The stages of competitions, KPI, features of evaluation of the effectiveness of the activities are also described.
Keywords:  advertising, marketing, social networks, Internet, competition, marathon, KPI, engagement rate, target audience.

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MARKETS: STATE AND DEVELOPMENT

Research of the market of services for cleaning air ducts and flues
Kichenko L.P., PhD in Economics, Associate Professor, Department of Marketing, Perm State National Research University, e-mail: marketing.psu@yandex.ru
Minnegaliev I.I., General Director of the company OOO “Dymosfera”, e-mail: dymosphera@gmail.com

In the article results of a study of the Perm market for cleaning chimneys and ventilation ducts are given: a comparative analysis of the product offer; expert assessment of the significance of service parameters affecting its choice by consumers; algorithm and expert assessment of the capacity of the Perm pipe cleaning market.
Keywords:  chimney maintenance, ventilation channels, service benchmarking, service parameters, pipe cleaning market capacity, expert assessment, chimney malfunction risks, service request statistics.

Sources
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Automotive market: on the threshold of electric cars
Faskhiev Kh.A., doctor of technical sciences, professor, Ufa branch of Financial University under the Government of the Russian Federation, Ufa state aviation technical university, e-mail: faskhiev@mail.ru

The analysis of environmental problems of road transport, changes in the car market in connection with the transfer of cars to electric traction are conducted. The advantages and disadvantages of cars on electric, the projections of growth in sales and fleet of electric vehicles are given. Identified measures to stimulate the purchase of environmentally friendly vehicles, barriers to the development of “green” transport. It has been established that the main deterrent to the mass production of electric vehicles is the insufficient production of traction batteries. A comparative analysis of the economic efficiency of
passenger and cargo electric vehicles with cars of the same class equipped with internal combustion engines has shown that electric vehicles are already more profitable in operation, despite their high cost. It is established that the total cost of ownership of electric vehicles for the life cycle is less than that of cars on oil fuel.
Keywords: car, ecology, electric car, energy, market, sales, transportation, rechargeable battery, price, economy.

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