Contents of N2/2020

all contents

Contents of N2/2020

MARKETING THEORY AND METHODOLOGY

Marketing approaches to the food quality assurance
Simanovskaya М.L., Associate Professor, Ph. D., Division of Strategic Planning and Economic Policy, School of Public Administration, Lomonosov Moscow State University, e-mail: msimanovskaya@yandex.ru
Silanteva E.S., General Director at New Space of Trade LLC, e-mail: ceo@newspaceoftrade.com

In the article were reviewed the theories that allow us to clarify the concept of product quality, as well as to outline new ways to ensure the quality of food. The theoretical approach «Value for money», as well as the matrix of quality and value positioning developed by F. Kotler allow us to clarify the concept of quality levels and determine various competitive marketing strategies in relation to the quality and price of food products for the modern period of economic instability in the Russian Federation. In the marketing of interaction approach, in contrast to the transactional marketing approach, we expanded the range of economic entities that are actively involved in the functioning of the national food quality assurance system.
The approach from the perspective of modern theories of competitive advantages of organizations allows us to clarify the marketing strategies of various participants in the food market in relation to the quality of food.
Keywords:  quality, marketing of interaction, competitive advantages, quality and value positioning marketing strategies.

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Conceptual marketing approach to the use of qualimetry based on value motivation of consumers
Sidorchuk R.R., Doctor of Economics, Ph.D., Professor marketing department, Plekhanov Russian University of Economics, e-mail: Sidorchuk.RR@rea.ru

The article discusses a conceptual approach to continuing research in the field of value orientation of consumers based on qualimetry. The paper presents an analysis of the literature devoted to studies of the problems of irrational consumer behavior, consumer values and the role of marketing in the study and management of consumer behavior. The necessity of taking into account the irrational aspects of consumer choice and the place of consumer values in this choice is shown.
At the same time, in previous studies, a «gap» was distinguished between the results of studies of value guidelines and the observed consumer behavior, which can be explained, in particular, by the insufficiency of the research apparatus. It can be assumed that one of the ways to solve this problem may be to use the qualimetric approach in the framework of the marketing concept.
Keywords:  marketing, consumer behavior, values, consumers, qualimetry, behavioral economics.

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Creating a value platform for corporate brands
Kokoreva N.V., PhD (pedagogy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: kokoreva1977@mail.ru
Kolchin A.A., PhD (pedagogy), Associate Professor of history and political science, State University of Management, Moscow, Russia, e-mail: andrei_kolchin@mail.ru
Bashkina N.A., senior lecturer, State University of Management, Moscow, Russia, e-mail: Natali_@bk.ru

A topical issue in modern brand management is the problem of developing corporate brands, which are an effective marketing tool for improving the competitiveness of companies. The ideological basis of corporate brands is formed by the values that determine the success or failure of a company in the market. The article presents a comprehensive study of theoretical approaches to the formation of the value base of corporate brands; the problems of forming the value basis, the role of values in shaping business strategy of the organization, the factors that influence the content of the value system are identified; the principles of forming a value platform for corporate brands are formulated.
Keywords: values, brand platform, сorporate brand, vision, mission, business strategy, organizational culture.

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MARKETING TOOLS

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This article describes the reasons for dependence on games based on different target groups. Pros and cons of this approach in marketing, especially its use. Recommendations for creating games to promote products and services are given.
Keywords: marketing, gamification, dopamine addiction, sales, ambition.

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Modern methods and technologies of applied neuromarketing
Eremenko Ju.A., PhD, Professor of Marketing, Trade and Customs Affairs Department, V.I. Vernadsky Crimean Federal University, Simferopol, Russia, е-mail: jul_eremenko@mail.ru
Ulanovskaya O.N., PhD, lecturer at the Department of Marketing, Trade and Customs Affairs, V.I. Vernadsky Crimean Federal University, Simferopol, Russia, е-mail: agalakova.ok@gmail.com

The article discusses the features of the application of neurophysiological methods in solving pressing marketing problems, for example, predicting consumer behavior in response to various marketing incentives, analyzing the effectiveness of marketing communications, choosing a successful brand concept. Also presented are the results and methods of conducting trial authoring tests using facial coding methods and stationary eye tracking.
Keywords: neuromarketing research, applied neuromarketing, neurophysiological methods, eye tracker.

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MARKETING RESEARCH

Mega sports events as a marketing tool for forming the image of the territory
Polyakova T.V., PhD, Graduate teaching Assistant, School of Business, University of Leicester, e-mail: t_polya@mail.ru
Belikova E.V., Ph.D., Associate Professor of the Department of “Sports Management and Economics” Volgograd State Academy of Physical Culture, e-mail: polabel@mail.ru

The article analyzes the impact of the mega sports sporting event – the 2018 World Cup, on the formation of the image of one of the host cities and its reflection in mass media. The methodology of the study is based on the use of the online platform «Medialogy», an analysis of the media index, as well as the mention of the territory in the context of a sport event in the media at various levels.
Keywords: territory image, mega sports events, territory image marketing, media index.

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7. Sbornaia Rossii razgromila faraonov: volgogradtsy likuiut [Elektronnyi resurs]. URL: volgograd.kp.ru/daily/26844/3885947/ (data obrashcheniia: 03.06.2019).

Features of tourist destinations preferences of the Russian Federation population
Sovik I.A., candidate of economic sciences, associate professor of the chair «International Economics», Institute of Economics and Management V.I.Vernadsky Crimean Federal University, e-mail: krivorotko-inna@mail.ru

This article describes the main preferences of the population of the Russian Federation in the tourism sector. The tourist market acquires the features of a highly competitive environment, in which each state strives to become the first to promote a tourist product, since revenues from this area are taking up more and more indicators in the budgets of the world’s countries every year. As a result of the study, a number of proposals were made to improve the development of tourism in the country.
Keywords:  tourism, Russia, country, respondents, survey, abroad, year, income, travel choice.

Sources
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2. Ganina S.A., Soloveva M.V. Territorialnyi marketing i politika sotsialnogo turizma v RF na sovremennom etape / S.A. Ganina, M.V. Soloveva // Nauchnyi vestnik MGIIT. – 2017. – № 5 (49). – S. 39–45.
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MARKETING COMMUNICATIONS

Brands and e-sport: integration of marketing communications
Mushketova N.S., Doctor of Economics, Professor, Department of Marketing, Volgograd State University, е-mail: nmushketova@yandex.ru
Leonenko V.S., master’s student of the Institute of Management and Regional Economics (42.04.01 “Advertising and Public Relations”) Volgograd State University, е-mail: leon.volgu@yandex.ru

The article discusses the evolution of advertising and other marketing communications in e-sports, assesses the options for advertising integrations with e-sports tournaments, clubs and individual players.
Keywords: advertising, advertising integration, e-Sports, tournament, streamer.

Sources
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Approaches to integrating customer experience in marketing management of a service organization
Orlova M.V., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: rubinkaira35@mail.ru
Kazanova E.V., senior lecturer, State University of Management, Moscow, Russia, e-mail: kazanovae@ya.ru
Nebesnaya E.V., senior lecturer, State University of Management, Moscow, Russia, e-mail: enebesnaya@mail.ru

To create a positive consumer experience consistently, companies need an appropriate set of tools that involve integrating customers into the service delivery system and further sharing the resources of customers and the company. The article discusses some approaches to integrating consumer experience into marketing management of a service company. The proposed model of integration of consumer experience allows us to consider the problem from a practical point of view, to create a single mechanism that will allow service companies to provide differentiation.
Keywords:  service organization, experience-oriented services, consumer experience, brand.

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4. Metters R., King-Metters K. & Pullman M. Successful Service Operations Management. Thomson/South Western, 2003. – 374 р.
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Polyphony of communication trends in promoting a modern theater: challenges and opportunities
Alikperov I.M., Ph.D. in Economics, associate professor of Department of Socio-Cultural Development of the Territory, Ekaterinburg Academy of Contemporary Art, Ekaterinburg, Russia, e-mail: aigor55@ mail.ru

Market competition requires cultural organizations to have new creative approaches to promoting and using the communications complex to effectively position their services. The article presents the results of a survey of spectators on the choice of effective means of informing their theaters, analyzes the problems of using different communication groups of theaters, and also proposes a model of theater communication policy using various content that can help strengthen the theatre’s position in the theater and concert services market.
Keywords:  theater management, communication management, naming, marketing communications, social communications, influencers.

Sources
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2. Buljubasic, Iva; Kotrla, Diana.  (2018) Marketing as a busseniss success factor in cutlural institutions: Medunarodni Znanstveni Simpozij Gospodarstvo Istocne Hrvatske-Jucer Danas Sutra, 738–746.
3. Siddiqui, Asad; Ng, Elaine; Burrows, Claire. (2019) Impact of Critical Event Checklists on Anaesthetist Performance in Simulated Operating Theatre Emergenciesм 11 (4), #UNSP e4376, 344–353.
4. Podbutskaia E.V. Kommunikatsiia v sovremennom teatre // V sb.: Druzhininskie chteniia: sb. materialov XV Vseros. nauch.-prakt. konf. / pod red. I.B. Shuvanova, V.P. Shuvanovoi, S.A. Baranovoi, Iu.E. Makarevskoi. – 2016. – S. 191–193.
5. Zashchepkina V.V. Teatr kak osobyi tip kommunikatsii // Politematicheskii setevoi elektronnyi nauchnyi zhurnal Kubanskogo gosudarstvennogo agrarnogo universiteta. – 2012. – № 84. – S. 983–992.
6. Rikhnovets A.A. Upravlenie marketingovymi kommunikatsiiami v uchrezhdenii kultury // V sb.: Istoriia, politologiia, sotsiologiia, filosofiia: teoreticheskie i prakticheskie aspekty: sb. st. po materialam I–II Mezhdunar. nauch.-prakt. konf. – 2017. – S. 43–49.
7. Eterskova A.V. Upravlenie reputatsiei teatra i komponenty ee postroeniia // Vestnik Mosk. gos. un-ta kultury i iskusstv. – 2015. – № 5 (67). – S. 180–184.
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COMPETITIVENESS

Competitiveness of Café Societe Coffee Magazine in the Internet
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

In today's rapidly changing digital environment, it is more relevant than ever to offer the consumer online magazine content that will surpass the services of competitors and interest the target audience. There are many methods that allow you to evaluate a company's competitive position in the market. Based on this, the study attempted to select the most functional and at the same time low-cost methods for time and money. In the course of the study, the five porter forces model and the method of assessing the competitiveness of the firm of J. J. Lamben were used to analyze the competitiveness of the coffee magazine Cafe) Societe, which allowed us to identify areas for further work.
Keywords: competitiveness, coffee magazine, competition factors, Internet space.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Professional athlete as a marketing object
Izaak S.I., Ph.D., Russian University of Transport (MIIT), Russia, Moscow, е-mail: e-sepp@yandex.ru

The formation of conceptual provisions on sports marketing in connection with the study of issues related to a professional athlete as a marketing object was carried out on the basis of a categorical-conceptual apparatus and theoretical-methodological designs characterizing peculiarities of marketing in the sports and personal marketing industry, parameters of a professional athlete in marketing. The article presents the main factors determining the criterion evaluation of the athlete and affecting its cost (or brand recognition), which directly influence the decision of the question about the need to develop personal sports marketing.
Keywords: brand, personal marketing, professional athlete, sports.

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Adaptive changes in the higher education system in the conditions of digitalization: aspects of the demand for marketing competencies
Bondarenko V.A., doctor of Economics, associate Professor, head of the Department of marketing and advertising of the Rostov state University of Economics (RINH)», e-mail: b14v@yandex.ru
Maksaev A.A., candidate of pedagogical Sciences, associate Professor, associate Professor of the Department of management and trade Affairs of the Krasnodar cooperative Institute (branch) of the ANO VO Centrosoyuz Russian Federation «Russian University of cooperation»,e-mail: Arthurmaxaev@mail.ru
Shumakova I.A., candidate of pedagogical Sciences, associate Professor, associate Professor of the Department of pedagogy Federal STATE Autonomous educational institution of Belgorod national research University (NRU BelSU)», e-mail: shumakova@bsu.edu.ru

The article examines the following issues: the demand for marketing and entrepreneurial competencies among students and graduates of universities in various fields; the sufficiency of existing funding for University science in the direction of its transformation into a flagship segment of promoting innovation. These issues are analyzed within the framework of understanding the adaptive changes in the higher education system in the conditions of digitalization. Conclusions are drawn about the need to expand marketing competencies in the training of specialists in various areas to match their work in innovation-oriented industries; the desirability of acquiring marketing competencies by the management team responsible for selecting promising areas for financing. It is also determined that the widespread introduction of marketing, competents in the business and innovation community is in demand in terms of business involvement in the financing of innovative products and technologies in Russian conditions.
Keywords: changes, digitalization impact, higher education system, marketing competencies.

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