MARKETING THEORY AND METHODOLOGY
Marketing concept in the formation of value-oriented needs
Morozov V.A., doctor of Economics, professor, Department of philosophy and methodology of Economics, faculty of Economics, Moscow state University. M.V. Lomonosov, e-mail: mva55.00@mail.ru
The article proposes the idea of rethinking the supply of goods and services in the modern period. The existing concepts and models of marketing on the offer of goods and services from the point of view of consumer values are considered. The analysis of the socio-ethical mission of business from the standpoint of the socio-ethical concept is given. The structure of the aggregate model of a person on the basis of his needs and values is presented. The classification of different types of values is presented. The principles in the formation of value-oriented needs are proposed.
Keywords: concept, values, needs, manufacturer, seller, principles, marketing, person.
Sources
1. Osnovnye kontseptsii marketinga. Rol reklamy v razlichnykh kontseptsiiakh [Elektronnyi resurs]. URL: yandex.ru/clck/jsredir?bu (da ta obrashcheniia: 14.10.2019).
2. Modeli sotsialno-eticheskoi missii biznesa [Elektronnyi resurs]. URL:
yandex.ru/images/search?text=Modeli (d ata obrashcheniia: 17.10.2019).
3. Bondarenko O.Ia. Sbornik dokladov po teorii i filosofii edinogo polia. – Bishkek: Sham, 2000. – 84 s.
4. Kleiner G.B. Strategiia predpriiatiia. – M.: Delo, 2008. – 568 s.
5. Morozov V.A. Sovmestimost sotsialno-ekonomicheskikh sistem. Osnovy teorii sovmestimosti. – M.: Ekonomika, 2013. – 334 s.
6. Berezina T.N. Rezervnye vozmozhnosti cheloveka. – M.: Kogiko-Tsentr, 2000. – 112 s.
7. Morozov V.A. Marketing na baze potrebnostei i tsennostei: metodologicheskii vzgliad // Marketing v Rossii i za rubezhom. – 2019. – № 2 (130). – S. 12–19.
8. Klassifikatsiia tsennostei v skhemakh i tablitsakh [Elektronnyi resurs]. URL:
yandex.ru/images/search?text=klassifikatsiia (data obrashcheniia: 19.10.2019).
9. Osadchaia S.M. Sushchnostnaia kharakteristika sotsialno-eticheskogo marketinga kak marketingovoi kontseptsii upravleniia khoziaistvuiushchim subieektom: printsipy, funktsii, metody // Fundamentalnye issledovaniia. – 2013. – № 11–8. – S. 1661–1665.
10. Florida R. Kreativnyi klass. Liudi, kotorye meniaiut budushchee. – M.: Mif, 2016. – 430 s.
MARKETING TOOLS
Influence of digital technologies on marketing instruments
Golubkov E.P., Honored Science Worker of Russia, doctor of economics, professor, chief of chair “Entrepreneurship & Management”, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail: red@dis.ru
Article considers digital marketing research including investigation of consumers, markets, competitors and instruments of marketing mix. Online field data collection was characterized using internet panels and online focus-groups. The role of big data analytics was identified as an instrument of marketing and its differences from traditional analytics was disclosed. Outlined leading role of omni channels compare with multichannel applying in promotion and sale.
Keywords: digital marketing, internet-marketing, mobile marketing, channel of digital marketing, marketing research, marketing mix, social nets, blogger, marketers, consumers.
Sources
1. Banke B., Butenko V., Kotov I. i dr. Tsifrovaia ekonomika v Rossii: tekushchii status razvitiia // BCGDIGITAL [Elektronnyi resurs]. URL: http//russiaonline.info/story/digital-economy-current-state (data obrashcheniia: 03.12.2017).
2. Golubkov E.P. Ispolzovanie tsifrovykh tekhnologii v marketinge // Marketing v Rossii i za rubezhom. – 2018. – № 2. – S. 3–12.
3. Internet-marketing i digital-strategii. Printsipy effektivnogo ispolzovaniia: ucheb. posobie. – Novosibirsk: OOO «DOM MIRA», 2015.
4. Nasretdinova M.M. Vidy vyborok dlia onlain-oprosov // Psikhologiia, sotsiologiia i pedagogika. – 2014. – № 9 [Elektronnyi resurs]. URL: psychology.snauka.ru/2014/09/3517 (data obrashcheniia: 07.02.2019).
5. Novye media: sotsialnaia teoriia i metodologiia issledovanii: slovar-spravochnik / otv. red. O.V. Sergeeva, O.V. Tereshchenko. – SPb.: Aleteiia, 2015. – 264 s.
6. Onlain-issledovaniia v Rossii 3.0 / pod red. A.V. Shashkina, I.F. Deviatko, S.G. Davydova. – M.: Izd. dom «Kodeks», 2012. – 420 s.
7. Filippova T.V. Internet kak instrument sotsiologicheskogo issledovaniia [Elektronnyi resurs]. URL: ecsocman.hse.ru/data/165/675/1216/020Filippova.pdf (data obrashcheniia: 10.12.2019).
8. Shashkii A.V. Internet kak instrument i platforma marketingovykh issledovanii [Elektronnyi resurs]. URL: omirussia.ru/articles/article_online_research.pdf (data obrashcheniia: 10.12.2019).
9. Business Intelligence (data obrashcheniia: 08.12.2019).
10. createsurvey.ru/demo.html (data obrashcheniia: 08.12.2019).
11. digital%20marketing%20v%20biznese_%2013%20kanalov%20prodvizheniia.html (data obrashcheniia: 08.12.2017).
12. elibrary.ru (data obrashcheniia: 08.12.2019).
13. [Elektronnyi resurs]. URL: podrobnosti.ua/2171033-chto-takoe-digital-marketing.html (data obrashcheniia: 08.12.2017).
14. [Elektronnyi resurs]. URL: sostav.ua/publication/mobilnaya-reklama-zajmet-tret-globalnogo-rynka-k-2020-godu-78812.html (data obrashcheniia: 02.11.2019).
15. [Elektronnyi resurs]. URL: webmaster.yandex.ru/siteinfo/?site=youscan.io (data obrashcheniia: 08.12.2019).
16. [Elektronnyi resurs]. URL: fd.ru/articles/159017-analiz-konkurentov-18-m1 (data obrashcheniia: 08.12.2019).
17. kakzarabativat.ru›Digital- marketing (data obrashcheniia: 01.12.2017).
18. Kates, Matthew. Making digital and traditional marketing work together. Econsultancy (data obrashcheniia: 11.12.2017).
19. Mario Callegaro, Reg Baker, Jelke Bethlehem, Anja S. Göritz, Jon A. Krosnick and Paul J. Lavrakas. Online panel research. History, concepts, applications and a look at the future//Online Panel Research: A Data Quality Perspective, Wiley (2014), pp. 1–22 (data obrashcheniia: 08.12.2019).
20. oprosy.kulichki.com
21. ru.wikipedia.org› (data obrashcheniia: 09.12.2019).
22. serpstat.com (data obrashcheniia: 08.12.2019).
23. studme.org (data obrashcheniia: 14.11. 2019).
24. studref.com›492228…internete…tsenoobrazovaniya (data obrashcheniia:08.12.2019).
25. uplab.ru›big-data-technologies (data obrashcheniia: 09.12.2019).
26. vk.com›@convert_monster…konkurentov…v-socsetyah…bicossa.ru›PublBox/219313 (data obrashcheniia: 12.12.2019).
27. WebStarStudio.com (data obrashcheniia: 14.11.2019).
28. youscan.io›Social-Research (data obrashcheniia: 08.12.2019).
29. zen.yandex.ru (data obrashcheniia: 22.11.2019).
Approaches to segmentation of environmental products consumers
Nikonorov S.M., Doctor of Economics, Professor, Department of Environmental Economics, Faculty of Economics, Moscow State University Lomonosov. Russia, 119991, Moscow, Leninsky mountains, d. 1, p. 46, e-mail: nico.73@mail.ru
Lebedev A.V., graduate student of the Faculty of Economics, Moscow State University M.V. Lomonosov, Russia, 119991, Moscow, Leninsky mountains, d. 1, p. 46, e-mail: Aleksander.Lebedew@gmail.com
Averyanova L.S., graduate student, Faculty of Business and Management, NRU Higher School of Economics, Russia, 101000, Moscow, ul. Myasnitskaya, d. 20, e-mail: AverLuba@bk.ru
Environmental marketing is aimed at satisfying the desires of consumers, taking into account the minimal impact on the environment. Its goal is a growing number of eco-conscious consumers. The article is intended to expand the research base of Russian consumers of environmentally friendly products, identify segments to improve the effectiveness of marketing activities. In a theoretical review, 45 Russian and foreign sources of literature were studied. The empirical part of the work is represented by a quantitative analysis of 280 relevant respondents using cluster analysis, the ANOVA method, and the construction of a classification trees. As a result, two statistically significant segments and two classification trees with the predictive power of 64% and 46% were obtained. It is applied paper that updating the international phenomenon of responsible consumption on Russian material.
Keywords: environmental product, green consumer, responsible consumption, segmentation, environmental marketing.
Sources
1. Bobylev S.N., Grigorev L.M. Doklad o chelovecheskom razvitii v Rossiiskoi Federatsii za 2016 god. Tseli ustoichivogo razvitiia OON i Rossiia / pod red. S.N. Bobyleva i L.M. Grigoreva. – M.: Analiticheskii tsentr pri Pravitelstve RF, 2016. – 298 s.
2. Itogovyi dokument sammita Organizatsii Obieedinennykh Natsii v oblasti globalnogo razvitiia posle 2015 goda. – UN.org, 2015.
3. Danciu V. The Changing Focus of Green Marketing: From Ecological to Sustainable Marketing (I) // The Romanian Economic Journal. – 2017. – No. 66 (Year XX). – Pp. 113–152.
4. Peattie K. Environmental Marketing Management: Meeting the Green Challenge. – London: Pitman Publishing, 1995.
5. Boumphrey S., Brehmer Z. Megatrend Analysis. Putting the Consumer at the Heart of Business // Euromonitor International. – 2017. – Pp. 1–25.
6. Jain S.K., Kaur G. Role of socio-demographics in segmenting and profiling green consumers: an exploratory study of consumers in India // Journal of International Consumer Marketing. – 2006. – No. 18. – Pp. 107–146.
7. Vermeir I., Verbeke W. Sustainable food consumption: exploring the consumer attitudebehavioral intention gap // Journal of Agricultural and Environmental Ethics. – 2006. – Vol. 19. – No. 2. – Pp. 94–169.
8. Gorshkov D.V. Osobennosti prodvizheniia ekologicheski orientirovannoi produktsii. Postroenie uspeshnykh kommunikatsii s potrebitelem // Marketingovoe obrazovanie. – 2004. – № 2. – S. 27–34.
9. Skorobogatykh I.I., Lukina A.V., Musatova Zh.B. Kontseptsiia ustoichivogo marketinga // Vestnik REU. – 2013. – № 4. – S. 5–17.
10. Nesterova E.V., Soloveva Iu.N. Segmentatsiia rossiiskikh potrebitelei po ikh otnosheniiu k tsennostiam ustoichivogo razvitiia ekonomiki // Marketing i marketingovye issledovaniia. – 2015. – № 06 (120). – S. 426–434.
11. Perevozchikov K.I., Khmelkova N.V. Ekologicheskii marketing i issledovanie segmenta potrebitelei «zelenykh» tovarov // Marketing i marketingovye issledovaniia. – 2016. – № 05 (125). – S. 386–393.
12. Delloite. Osnovnaia tsel razvitiia do 2030 goda: uspeshnyi biznes i stabilnoe budushchee [Elektronnyi resurs]. URL: www2.deloitte.com/ru/ru/pages/risk/articles/2017/sustainable-development-goals.html (data obrashcheniia: 09.07.2019).
13. Demidov A. Globalnye trendy i rossiiskii potrebitel // Obzor GFK. – 2017. – 20 s.
14. Retail.ru. Riteil neset poteri: kto ostanetsia «na plavu» v 2019 godu [Elektronnyi resurs]. URL: retail.ru/news/153762/ (data obrashcheniia: 09.07.2019).
15. Kremlin.ru. Zasedanie Gosudarstvennogo soveta po voprosu ob ekologicheskom raz-vitii Rossiiskoi Federatsii v interesakh budushchikh pokolenii [Elektronnyi resurs]. URL:
kremlin.ru/events/president/news/53602 (data obrashcheniia: 09.07.2019).
16. Berezina E. Minprirody otsenilo natsproekt «Ekologiia» v 4 trilliona rublei // Rossiiskaia gazeta. – 2018. – 19 sent.
17. Nikonorov S.M. Ot strategii sotsialno-ekonomicheskogo razvitiia k strategii ustoichivogo razvitiia regionov Rossii // Menedzhment i biznes-administrirovanie. – 2016. – № 4. – S. 28–35.
18. Nikonorov S.M., Papenov K.V. Strategii ustoichivogo razvitiia gorodov Rossii // Ekonomika ustoichivogo razvitiia. – 2016. – T. 27. – № 3. – S. 296–300.
19. Nikonorov S.M. Upravlencheskaia model regionov i gorodov Povolzhia pri perekhode k ustoichivomu razvitiiu // Rossiia: tendentsii i perspektivy razvitiia. Ezhegodnik. Vyp. 13 / RAN. INION. Otd. nauch. sotrudnichestva; otv. red. V.I. Gerasimov. – M., 2018. – Ch. 1. – 1114 s.; t. 1. – S. 1010–1012.
DISTRIBUTION CHANNELS
Problems and prospects of the Russian retail market
Kanina N.P., the candidate of pedagogical Sciences, associate Professor Siberian Transport University (STU), e-mail: Kaninanata@mail.ru
The article discusses the development strategy of Russian retail until 2025, examines the key trends of the retail enterprise and new types of customers – «Y».
Keywords: strategy of development of the Russian retail, tendencies of the retail enterprise, new generation of buyers.
Sources
1. Minpromtorg [Elektronnyi resurs]. URL: minpromtorg.gov.ru/docs/#!proekt_strategiya_razvitiya_elektronnoy_torgovli_v_rossiyskoy_federacii_na_period_do_2025_goda (data obrashcheniia: 01.11.2019).
2. Minpromtorg [Elektronnyi resurs]. URL: rbc.ru/business/19/07/2019/5d31d5129a79470459c7b36e (data obrashcheniia: 11.10.2019).
3. [Elektronnyi resurs]. URL: infoline.spb.ru/news/index1.php?news=159146 (data obrashcheniia: 15.05.2018).
4. Nielsen and The Conf erence Board® Global Consumer Confidence™ Survey (дата обращения: 07.11.2019).
5. Vserossiiskii tsentr izucheniia obshchestvennogo mneniia [Elektronnyi resurs]. URL:
yandex.ru/news/yandsearch?from=newswizard&cl4url=rbc.ru/society/12/11/2019/5dc9aa1e9a79477bc1c239ec&fan=1&wizard=story (data obrashcheniia: 11.11.2019).
6. Bocharova A., Demchenko D. Antikrizisnoe upravlenie roznichnym magazinom. – Pravoobladatel: LitRes Samizdat, 2018. – 160 s.
7. Kanina N.P. Sovremennye trendy v riteile // Marketing v Rossii i za rubezhom. – 2019. – № 4. – S. 38–42.
MARKETING COMMUNICATIONS
Studying syntactic features of advertising texts headings
Tkhorikov B.A., PhD in Sociology, Associate Professor, Head of the Department of Management and Marketing of Belgorod State National Research University, e-mail: tkhorikov@bsu.edu.ru
Vinnik A.E., Senior lecturer, Department of Management and Marketing, Belgorod State National Research University, e-mail: vinnik@bsu.edu.ru
The article describes the results of observation and a survey to assess the perception of various headings of advertising texts. The observation was attended by 12 people. People looked at 6 different headings oriented to the left or right hemisphere of the brain. We used eye-tracking glasses and software from Pupil (Germany). According to the results of processing the observation results, the possibility of enhancing the attractiveness of the headings through the use of syntax oriented to the preferential activation of one of the cerebral hemispheres was not confirmed. Conclusions are drawn on the advisability of using short exclamation or unallocated types of promotional offers.
Keywords: leadcopy, advertising text, syntactic features, oculographic research.
Sources
1. Radchenko I.A. Uchebnyi slovar terminov reklamy i pablik rileishenz / pod red. E.E. Topilskoi. – Voronezh: VF MGEI, 2007. – 114 s.
2. Ukhova L.V. Metodika otsenki effektivnosti reklamnogo teksta // Vestnik Irkut. gos. lingv. un-ta. – 2012. – № 3. – S. 196–206.
3. Kuranova T.P. Faktory, vliiaiushchie na dostupnost vospriiatiia informatsii v reklamnoi kommunikatsii (na primere reklamy poiskovoi sistemy «Iandeks») // Vestnik KGU im. N.A. Nekrasova. – 2015. – № 4. – S. 165–171.
4. Mcquarrie E., Mick D. Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses // Journal of consumer research. –1999. – Vol. 26. – Pp. 37–54.
5. Tikhanova K.D. Iazykovye sredstva sozdaniia komicheskogo effekta v amerikanskoi i rossiiskoi reklame // Lingvokulturologiia. – 2013. – № 7. – S. 176–200.
6. Tiskova O.V. K probleme sootnosheniia funktsionalnoi normativnosti i kommunikativnoi effektivnosti reklamnykh soobshchenii // Vestnik KemGU. – 2012. – № 4. – S. 174–177.
7. Fomin A.G. Psikhologicheskie aspekty reklamnogo soobshcheniia // Psikhopedagogika v pravookhranitelnykh organakh. – 2001. – № 1. – S. 117–119.
8. Kartavenko M.V., Nikulina D.S. Psikhologicheskie osobennosti vospriiatiia reklamnogo soobshcheniia // Izvestiia TRTU. – 2006. – № 14. – S. 220–223.
9. Talalai T.S. K voprosu o reklamnom diskurse (na materiale nemetskikh tekstov reklamy) // Vestnik OGU. – 2011. – № 11. – S. 94–99.
10. Shutova N.M. Stilistika reklamnogo teksta kak perevodcheskaia zadacha (na materiale avtomobilnoi reklamy) // Vestnik Udmurt. un-ta. – 2019. – № 3. – S. 461–470.
11. Posypanova O.S. Ekonomicheskaia psikhologiia: psikhologicheskie aspekty povedeniia potrebitelei. – Kaluga: Izd-vo KGU im. K.E. Tsiolkovskogo, 2012. – 296 s.
12. Storozhuk M.Iu. Sintaksicheskie osobennosti reklamnykh tekstov // Vestnik Ros. gos. un-ta im. I. Kanta. – 2009. – № 8. – S. 107–112.
13. Ivanov V.V. Chet i nechet. Asimmetriia mozga i znakovykh sistem. – M., 1978. – 184 s.
Increasing competitiveness of Russian fishing processing firms on account of national brand
Katernyuk A.V., applicant, Far Eastern Federal University, School of Economics and Management, e-mail: akmedia4@mail.ru, tel.+7 914 680 07 01
This article considers examples of successful branding of Russian fish processing companies that produce products under their own brand. Examples of successful trademarks for fish products in the Russian market were examined; analysis of the main objects and visual techniques used to create a successful brand; analysis of consumer archetypes to which authors of successful brands refer; recommendations are given for the introduction of an umbrella brand of Russian fish producers.
Keywords: branding, investment, advertising, packaging, statistical methods, integrated competitiveness.
Sources
1. Itogi osushchestvleniia gosudarstvennogo kontrolia i nadzora za sobliudeniem zakonodatelstva Rossiiskoi Federatsii o reklame [Elektronnyi resurs]. URL: fas.gov.ru/pages/rezultati_raboti_v_reklame (data obrashcheniia: 18.02.2019).
2. Bogatskaia S.G. Pravovoe regulirovanie reklamnoi deiatelnosti: monografiia – M.: Universitetskaia kniga, 2013. – 590 c.
3. Ivanov Iu.B. Konkurentnye preimushchestva predpriiatiia: otsenka, formirovanie i razvitie: monografiia. – M.: ID «IZhEK», 2014. – 352 s.
4. Porter M. Konkurentsiia. – M.: Izd. dom «Viliams», 2016. – 496 s.
5. Danilenko N.N., Arbatskaia E.A. Konkurentosposobnost predpriiatiia sfery uslug: teoriia i metodika: monografiia. – M.: RusNait, 2016 – 160 s.
6. TOP-30 krupneishikh reklamodatelei Rossii 2018 [Elektronnyi resurs]. URL:
sostav.ru/publication/advertizers-rating-2018-36744.html (data obrashcheniia: 11.10.2019).
7. Mark M., Pirson K.S. Geroi i buntar. Sozdanie brenda s pomoshchiu arkhetipov [Elektronnyi resurs]. URL: e-reading.mobi/book.php?book=114473 (data obrashcheniia: 11.10.2019).
Packaging as a channel of communication between the brand and the consumer
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, Moscow, +7 915 041 34 56, e-mail: briard.victoria@gmail.com
The article analyzes the packaging of goods as a channel of marketing communication. The article describes the modern approaches to the creation of product packaging. The specifics of FPS-packs and selfie-suitable packs and their role in the modern world (characterized by the increasing role of the Internet and social networks in human life) are studied in detail.
Keywords: advertising, marketing, psychology of advertising, packaging, social networks, Internet, advertising communication, reach, creative approach, target audience.
Sources
1. Veb-sait: dobry.ru/ (data obrashcheniia: 10.12.2019).
2. Veb-portal: brandaround.blogspot.com (data obrashcheniia: 14.11.2019).
3. Veb-sait: rich-juice.me/ (data obrashcheniia: 26.09.2018).
4. Veb-sait We are social: wearesocial.com/global-digital-report-2019 (data obrashcheniia: 21.12.2019).
5. Veb-sait mezhdunarodnogo konkursa dizaina upakovki Pentawards: pentawards.com/2020/en/page/home (data obrashcheniia: 18.11.2019).
6. Veb-sait: officiel-online.com/all-news/how-much-person-spend-time-for-selfie/ (data obrashcheniia: 23.12.2019).
7. Zhurnal «Vokrug Sveta». – 2019. – № 6.
8. Veb-sait aktsii Lays «Million ulybok»: laysmillion.ru/ (data obrashcheniia: 17.11.2019).
9. Otraslevoi portal: unipack.ru/ (data obrashcheniia: 21.12.2019).
10. Veb-sait: thecreativemethod.com/project/wishbone/ (data obrashcheniia: 21.12.2019).
Well-known trade mark as legislatively confirmed brand
Chaykov M.Yu., PhD in Tech. Associate professor of the scientific department «Innovatika and intellectual property» The Ural federal university named by the first President of the Russian Federation B.N.Eltsin, Ekaterinburg, e-mail: dom2067@mail.ru
In article the actuality of an individualization of well-known trade marks was considered. It was offered to consider a well-known trade mark as legislatively confirm branded. Examples of an incorrect recognition of well-known signs was considered. It are offered to add standard base using introduction of the simplified system of registration for the signs.
Keywords: intellectual property, means of an individualization, trade marks, service marks, brand, well-known trade marks, standard base in the field of well-known trade marks.
Sources
1. Godovoi otchet Rospatenta za 2018 god [Elektronnyi resurs]. URL: rupto.ru
2. Grazhdanskii kodeks RF. Chetvertaia chast / KonsultantPlius.
3. Chaikov M.Iu., Chaikova O.M. Intellektualnaia sobstvennost kak instrument marketinga // Marketing. – 2005. – № 6 (85). – S. 55–59.
4. Administrativnyi reglament predostavleniia Federalnoi sluzhboi po intellektualnoi sobstvennosti gosudarstvennoi uslugi po priznaniiu tovarnogo znaka ili ispolzuemogo v kachestve tovarnogo znaka oboznacheniia obshcheizvestnym v Rossiiskoi Federatsii tovarnym znakom, utverzhdennyi prikazom Minekonomrazvitiia Rossii ot 27.08.2015 № 602 (v red. ot 07.06.2017) / KonsultantPlius.
5. Prikaz Rospatenta ot 01.06.2001 № 74 (v red. ot 02.04.2004) «Ob utverzhdenii Rekomendatsii po provedeniiu oprosa potrebitelei po voprosu obshcheizvestnosti tovarnogo znaka v Rossiiskoi Federatsii» // Vestnik Rospatenta. – 2001. – № 3.
6. Reestr obshcheizvestnykh v Rossiiskoi Federatsii tovarnykh znakov [Elektronnyi resurs]. URL: www1.fips.ru
7. G-portal o sovremennykh tekhnologiiakh mobilnoi i besprovodnoi sviazi [Elektronnyi resurs]. URL: 1234g.ru/operatory-sotovoj-svyazi/operatory-rossii/doli-rynka-sotovykh-operatorov-2017
MARKETING FOR NON-PRODUCTIVE SPHERE
Approaches and methods for determining and monitoring the quality indicators of tourist products for seniors
Groshev I.V., doctor of Economics, doctor of PS. N., honored worker of science, Professor, 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 discusses approaches and methods for determining the quality indicators of tourist products and destinations for the elderly. On the basis of the aggregation method, many qualitative characteristics of tourist products are combined into a single indicator of the quality of tourist products for the elderly. The article describes approaches to determining the overall factors and characteristics of tourist products for calculating the aggregate quality index of tourist products for the elderly. The main reasons for the refusal to travel in the consumer segment of older people on various age sections are investigated.
Models of analysis and quality control of tourist products based on such indicators are proposed.
Keywords: the quality of the tourist product, the quality control of tourist products, marketing research, aggregation method, indicator of quality, the elderly tourism, economics of tourism.
Sources
1. Groshev I.V., Korchagin E.P. Problemy razvitiia rossiiskogo rynka turizma dlia potrebitelskogo segmenta lits starshego vozrasta // Marketing v Rossii i za rubezhom. – 2018. – № 3 (125). – S. 83–95.
2. Raizberg B.A., Lozovskii L.Sh., Starodubtseva E.B. Sovremennyi ekonomicheskii slovar. – 5-e izd., pererab. i dop. – M.: Infra-M, 2009. – 451 s.
3. Ryndach M.A. Metody i usloviia formirovaniia sistemy kachestva na predpriiatiiakh turistskoi i sanatorno-kurortnoi sfery // Kontsept. – 2017. – № 11. – S. 45–52.
MARKETING ABROAD
Some issues on segmenting Mongolian consumer market on base of generational cohorts
Ugtakhjargal Baldangombo, MBA, lecturer of the Department “Marketing and Trade”, National University of Mongolia, e-mail: Ugtakhjargal@num.edu.mn
Urandelger Gantulga, Ph.D in business administration, senior lecturer of the Department “Marketing and Trade”, National University of Mongolia, e-mail: urna2016@gmail.com
Munkhbayasgalan Ganbold, Ph.D in business administration, associate professor of the Department “Trade and Marketing”, National University of Commerce and Business, e-mail: munkhbayasgalan@nucb.edu.mn
In this study, we try to describe 1. cohort 2. differences between generation and cohort, and why it needs to be specifically identified 3. methodology for cohort segmentation 4. cohort segmentation in Mongolian consumer market.
Keywords: generation, cohort, generational cohort segmentation, historical event, value.
Sources
1. Charles D. Schewe, G.E. Meredith, Stephanie M. Noble. (2000). Defining moments: Segmenting by cohorts // Marketing Management 9(3):48–53.
2. Charles D. Schewe, Geoffrey E. Meredith. (2004). Segmenting Global Markets by Generational Cohorts: Determining Motivations by Age // Journal of Consumer Behaviour. September 2004. 4(1):51–63.
3. Damien Chaney, Mourad Touzani, Karim Ben Slimane. (2017). Marketing to the (new) generations: Summary and perspectives // Journal of Strategic Marketing. DOI: 10.1080/0965254X. 2017.1291173
4. Mannheim K. (1952). The problem of generations. In K. Mannheim (Ed.), Essays on the sociology of knowledge (pp. 276–322). – L.: Routledge and Kegal Paul.
5. Meredith G., Schewe C.D. (2002). Defining markets, defining moments: America’s 7 generational cohorts, their shared experiences, and why businesses should care. John Wiley and Sons, New York, N.Y.
6. Paulo Cesar Motta, Charles D. Schewe, Monica Rossi. (2000). Generational marketing: exploring cohort-programmed values and their implications on cross-cultural variations in consumer behavior between Brazil and United States. Global Business and Technology Association – GBATA 2000 Proceedings – Innovations in Business Practices: Teh Roles of Globalization, Reigonal Integration and Technology; Rio de Janeiro, Brazil.
7. Rebecca Howell. (2012). Market segmentation: the importance of age cohorts. Retrieved: 25 January 2014, from: neumann.edu/academics/divisions/business/journal/Review2012/Howell.pdf
8. Robert Wohl. (1979). The generation of 1914. Harvard University Press, 1979.
9. Ryder N.B. (1965). The cohort as a concept in the study of social change // American Sociological Review Vol. 30, No. 6 (Dec., 1965), pp. 843–861.
10. Solomon M.R. (2010). Consumer behavior: buying, having, and being, 9th edition. Prentice Hall.
11. Stephanie M. Noble, Charles D. Schewe. (2003). Cohort segmentation: An exploration of its validity // Journal of Business Research. Vol. 56, Issue 12, December 2003, рp. 979–987.
12. Strauss W. and Howe N. (1991) Generations: The history of American’s future, 1584 to 2069. – N.Y.: Morrow.
13. Natsionalnyi statisticheskii komitet Mongolii. Mongoliia za 100 let. 1921–2011 gg. Statisticheskii biulleten. – UB. – 2011. – S. 30.
14. Ulziibaatar D. (2019). Lektsiia po teme: «Istoricheskie uroki i budushchee. Sopostavlenie proshedshego so vzgliadom na budushchee». – Ulaanbaatar, 2019.
15. Sainkhishig G. (2000). Gүn ukhaan niigmiin setgelgee (Filosofiia sotsialnogo myshleniia): uchebnik. – Ulaanbaatar: Izd-vo nauchnykh akademii, 2000.
16. Postanovlenie Pravitelstva Mongolii ot 15 ianvaria 1991 g. № 20 «O nekotorykh merakh po perekhodu ekonomiki na rynochnoe regulirovanie».
17. Razvitie pismennosti mongolov i traditsii Kirillitsy [Elektronnyi resurs]. URL: tac.mn/post/9047 (data obrashcheniia: 12.05.2018).
INTERNET-MARKETING
Optimization of the Vkontakte community for search queries when designing a content plan in social networks
Chibikova T.V., Ph.D., associate Professor, chair “Organization and management of science-intensive production” of Omsk State Technical University, e-mail: tchibikova@bk.ru
Krumina K.V., candidate of Economics, associate Professor, chair “Organization and management of science-intensive production” of Omsk State Technical University, e-mail: krum_x@mail.ru
Kosenko A.A., head of merchandising of the Siberian branch of OOO “Posuda-Tsentr SERVIS”, e-mail: nastyakosenko10@yandex.ru
In this study, we consider the technology of optimizing the community in the social network “Vkontakte” for search queries, which allows to increase the attendance, and as a result the commercial attractiveness of the community. The study examines how the thematic apparatus of the community is formed on the basis of the collected requests. Additionally, the “semantic core” can be used in the preparation of the “content plan” and filling the “content” of the community. This technology is correlated with the technology of “mind map” clients, which should also affect the future “content plan” of the community. The considered technology will increase the attendance of the commercial community in a comprehensive system of its promotion based on SMM-marketing technology.
Keywords: marketing, social media marketing, semantic core of search queries, the frequency of search queries, the competitiveness of search queries, a content plan.
Sources
1. Stepnova O.V. SMM-strategiia: prakticheskii aspekt / O.V. Stepnova, L.I. Eremenskaia, R.-M.A. Khoshgiiafekh, M.D. Gromova // Izvestiia Moskov. gos. tekhn. un-ta MAMI. – 2014. – T. 5. – № 2 (20). – S. 35–38.
2. Stelzner M. Kontent-marketing. Novye metody privlecheniia klientov v epokhu Interneta / M. Stelzner. – M.: Mann, Ivanov, Ferber, 2012. – 288 s.
3. Donetskova Ia.A. SMM – kak instrument marketingovykh kommunikatsii / Ia.A. Donetskova, N.N. Kosareva // Nauchnyi almanakh. – 2015. – № 12–1 (14). – S. 147–151.
4. Ezerskaia S.G. Osobennosti instrumentov SMM (social media marketing) dlia prodvizheniia v sotsialnykh setiakh / S.G. Ezerskaia, A.E. Kirianov // Vestnik Ivanov. gos. un-ta. Ser.: Ekonomika. – 2017. – № 4 (34). – S. 23–30.
5. Ivanova E.A. SMM-prodvizhenie: kharakteristika i znachenie v usloviiakh sovremennosti / E.A. Ivanova, K.A. Ivanova // Ekonomika i sotsium. – 2017. – № 6–1 (37). – S. 676–680.
6. Kantarovich A.A. Vozmozhnosti ispolzovaniia sotsialnoi seti dlia provedeniia SMM-aktivnosti / A.A. Kantarovich, E.V. Kachaeva // Sovremennye nauchnye issledovaniia i innovatsii. – 2015. – № 5–4 (49). – S. 46–50.
7. Krinchiian N.A. Algoritm SMM-orientirovannogo prodvizheniia brenda v sotsialnoi internet-platforme «VKontakte» / N.A. Krinchiian, A.V. Kataev // Mezhdunarodnyi studencheskii nauchnyi vestnik. – 2015. – № 6. – S. 29.
8. Muzykant V.L. Opyt issledovaniia SMM kak virusnoi strategii v mediinom prostranstve / V.L. Muzykant // Vestnik Ros. un-ta druzhby narodov. Ser.: Sotsiologiia. – 2014. – № 4. – S. 75–85.
9. Remeslo B.B. Obshchie printsipy nastroiki i oformleniia soobshchestva v sotsialnoi seti «VKontakte» dlia dalneishego SMM-prodvizheniia / B.B. Remeslo, S.N. Tkachenko // Nauchnyi almanakh. – 2016. – № 3–1 (17). – S. 280–285.
10. Chepukhalina E.V. SMM kak perspektivnyi sposob prodvizheniia tovarov i uslug na rossiiskom rynke / E.V. Chepukhalina, I.A. Petrenko // Uchenye zapiski Komsomolskogo-na-Amure gos. tekhn. un-ta. – 2016. – T. 2. – № 2 (26). – S. 95–98.
11. Shashkova A.A. SMM. Pokazateli effektivnosti ispolzovaniia SMM / A.A. Shashkova, A.Iu. Anisimov // V sb.: Problemy sovremennykh integratsionnykh protsessov i puti
ikh resheniia: sb. st. Mezhdunar. nauch.-prakt. konf. – 2017. – S. 89–91.
12. Shikova O.V., Piterova A.Iu. SMM v Rossii: regionalnyi vopros / O.V. Shikova, A.Iu. Piterova // Chelovek. Kultura. Obshchestvo: sb. st. VI Mezhdunar. nauch.-prakt. konf. / pod red. V.P. Kosharnogo, N.V. Rozenberga. – 2014. – S. 99–104.
MARKETS: STATE AND DEVELOPMENT
The market of electric vehicles in Russia – there is a revival
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 characteristic of trends in the Russian market of electric vehicles is given. It was noted that electric car sales in Russia are small, but the market growth rate is not inferior to the world. Statistics on sales, market segmentation by model, fleet structure, state of the network of gas stations are presented. It is noted that future market development will be largely determined by the rate of decrease in battery prices and the provision of state support to buyers and manufacturers of green vehicles.
Keywords: electric car, market, sales, price, subsidies and benefits, production, battery, charging station.
Sources
1. Prodazhi elektromobilei v mire v pervom polugodii 2019 vyrosli na 46% [Elektronnyi resurs]. URL: gisprofi.com/gd/documents/prodazhi-elektromobilej-v-mire-v-pervom-polugodii-2019-vyrosli-na-46.html (data obrashcheniia: 08.10.2019).
2. Elektromobili skoro podesheveiut [Elektronnyi resurs]. URL: kommersant.ru/doc/3931157 (data obrashcheniia: 01.10.2019).
3. Shabanov A.V., Lomakin V.V., Shabanov A.A. Kharakteristiki elektromobilei i tendentsii razvitiia elektroprivoda // Zhurnal avtomobilnykh inzhenerov. – 2014. – № 3. – S. 38–43.
4. Chistyi i vygodnyi [Elektronnyi resurs]. URL: rg.ru/2019/08/27/pochemu-elektromobili-stremitelno-vytesniaiut-obychnye-avto.html (data obrashcheniia: 02.10.2019).
5. Faskhiev Kh.A. Elektricheskii privod – budushchee avtotransporta. Ch. 1 i 2 // Gruzovik. – 2019. – № 10. – C. 1–7; № 11. – C. 1–8.
6. Elektromobili (mirovoi rynok) [Elektronnyi resurs]. URL: tadviser.ru/index.php/ (data obrashcheniia: 06.09.2019).
7. Mezhdunarodnoe energeticheskoe agentstvo [Elektronnyi resurs]. URL: itc.ua/blogs/obshhee-kolichestvo (data obrashcheniia: 12.04.2019).
8. Rost prodazh poderzhannykh elektromobilei v Rossii operezhaet dinamiku rynka novykh [Elektronnyi resurs]. URL: vedomosti.ru/auto/news/2019/01/30/792773-rost-prodazh-elektromobilei (data obrashcheniia: 02.10.2019).
9. Za god rynok elektromobilei v Rossii vyros vdvoe [Elektronnyi resurs]. URL:
iz.ru/821233/2018-12-07/za-god-rynok-elektromobilei-v-rossii-vyros-vdvoe (data obrashcheniia: 04.10.2019).
10. V Rossii chislitsia 3,6 tysiachi elektrokarov [Elektronnyi resurs]. URL: autostat.ru/news/38371 (data obrashcheniia: 26.09.2019).
11. Eksperty rasskazali o pokupateliakh elektromobilei v Rossii [Elektronnyi resurs]. URL: iz.ru/822744/2018-12-11/eksperty-rasskazali-o-pokupateliakh-elektromobilei (data obrashcheniia: 08.06.2019).
12. Dokhody naseleniia Rossii [Elektronnyi resurs]. URL: ru.wikipedia.org/wiki/ (data obrashcheniia: 27.09.2019).
13. Faskhiev Kh.A. Avtomobilnyi rynok: na poroge elektromobili // Marketing v Rossii i za rubezhom. – 2019. – № 2. – S. 91–104.
14. Gazoturbinnye elektrostantsii [Elektronnyi resurs]. URL: gigavat.com/pgu_gtes.php (data obrashcheniia: 01.10.2019).
15. Elektromobil v gorodskom rezhime ezdy – probeg, potreblenie energii [Elektronnyi resurs]. URL: skysheep.livejournal.com/154997.html (data obrashcheniia: 18.06.2019).
16. Rossiiskii elektromobil ot Zetta budet stoit 450 000 rublei [Elektronnyi resurs]. URL: hi-news.ru/auto/rossijskij-elektromobil-zetta.html (data obrashcheniia: 28.09.2019).
17. GOELRO dlia krupneishei ekonomiki mira [Elektronnyi resurs]. URL:
regnum.ru/news/economy/2568504.html (data obrashcheniia: 04.10.2019).
18. Za polgoda v mire prodali 1 million novykh elektrokarov [Elektronnyi resurs]. URL: evmode.ru/2018/08/31/za-polgoda-v-mire-prodali-1-million-novyih-elektrokarov/ (data obrashcheniia: 04.10.2019).
List of articles published in journal «Marketing in Russia and Abroad» in 2019
|