Contents of N4/2020

all contents

Contents of N4/2020


Using digital marketing tools to increase users’ engagement
Burykin E.S., Candidate of economic sciences, Associated Professor in the department of management, Moscow Witte University, e-mail:

The article presents theoretical foundations in use of digital marketing tools for communicative promotion and user engagement. The stages and tools of using engagement technologies are described. An analysis of consumer engagement in projects based on examples of commercial and non-commercial (non-profit) organizations is conducted. This led to a conclusion that the sphere of digital promotion is currently the most effective and productive method of involving consumers.
Keywords: digital marketing, technologies in communication promotion, promotion tools, digital marketing tools.

1. Kostareva A.V., Burykin E.S., Syrovatko I.V. Aktualizatsiia primeneniia instrumentov marketingovykh kommunikatsii malogo predpriiatiia // Ekonomika i predprinimatelstvo. – 2016. – № 2–1 (78). – S. 1008–1011.
2. Informatsionnyi portal [Elektronnyi resurs]. URL: (data obrashcheniia: 30.05.2020).
3. Informatsionnyi portal [Elektronnyi resurs]. URL: (data obrashcheniia: 30.05.2020).
4. Informatsionnyi portal [Elektronnyi resurs]. URL: (data obrashcheniia: 30.05.2020).
5. Informatsionnyi portal [Elektronnyi resurs]. URL: (data obrashcheniia: 30.05.2020).



Influence of gender asymmetry on the conduct of consumers in retail
Mitina E.A., Senior Lecturer of Marketing, Trade and Customs affairs Department of the Institute of Economics and Management. V.I Vernadsky Crimean Federal University, e-mail:

The study was carried out with the financial support of the Russian Federal Property Fund for the project «Research on information asymmetry based on methods and algorithms of euromarketing»
No. 20-010-00473 А.

In order to identify the influence of gender asymmetry on consumer behavior, a marketing study was conducted in the retail networks of the Republic of Crimea, in which 500 respondents took part. The results of the study showed that the majority of women respondents form a group of buyers «early majority», while men consider themselves to be «conservatives»; regardless of gender, consumers use a pre-prepared list of products to make a purchase; most of the respondents have a negative attitude towards rearrangements in the trading floor; when choosing a source of product information, the most priority for men is their own experience and the seller’s advice, women, in turn, are guided mainly by the recommendations of friends; mostly respondents consume products for pleasure.
Keywords: gender factor, consumer behavior, asymmetry, Republic of Crimea, purchasing decisions, consumers.

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Strategic approaches in the activities of the largest Russian retailers
Chekashkina N.R., senior lecturer of Marketing and Trade Department, Economic faculty, Kuban State University, e-mail:

The article uses the examples of the three Russian retailers in 2019 to analyze the growth strategies used throughout the company's existence, to study the target segments at the beginning of the growth and their transformation as a result of changes in the company's positioning in the future. The author analyzes statistical data on the effectiveness of the retailer and their link with the growth of the network. As a result of the research, the hypothesis of using a set of growth strategies depending on the stage of development of the company and its strategic goals was confirmed, the cyclical nature of the use of strategic approaches in development is revealed.
Keywords: strategic development, growth strategies, intensive growth, vertical integration, diversification, target markets, marketing policy, market share, efficiency, revenue, net profit.

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16. Generalnyi direktor «Lenty» nedovolen rezultatami raboty seti // 24.01.20 [Elektronnyi resurs]. URL: (data obrashcheniia: 03.02.2020).



Features of the city's brand formation
Groshev I.V., doctor of Economics, doctor of psychology, Deputy Director of the Institute of education and science, e-mail:
Krasnoslobodtsev A.А., Candidate of Economics, consultant on the issues b-2-b-branding, e-mail:

The article deals with the peculiarities of a city brand forming process through its representation as a specific product. The city’s availability of resources (natural, socio-political, socio-economic, etc.) forms its potential, ensuring satisfaction of the main target groups of consumers of the city territory. The scheme of the main characteristics of the utility of the city territory, as well as the scheme of classification of the city territory by territorial, functional and status characteristics, is presented. The requirements for the key characteristics of the city’s brand and the resulting five image positions are described.
Methods of forming and promoting the city’s brand are considered, as well as branding tools that help increase the potential of the city’s brand.
Keywords:  brand, city, urban space, identity, marketing tools, positioning, potential, consumer value, territory, product.

1. Groshev I.V. Sistemnyi brend-menedzhment / I.V. Groshev, A.A. Krasnoslobodtsev. – M.: IuNITI-DANA, 2016. – 655 s.
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3. Shcherbinin A.I. Konstruirovanie goroda-brenda / A.I. Shcherbinin, N.G. Shcherbinina, A.V. Sevostianov. – M.: Aspekt Press, 2018. – 240 s.
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5.  Groshev I.V., Krasnoslobodtsev A.A. Potentsial kongressnoi industrii Rossii // Voprosy ekonomiki. – 2018. – № 4. – S. 149–159.

Influence of black PR for a company brand
Sokolenko Ia.Yu., the founder and Director of SMM Agency YANA_ZNAET, e-mail:

This article discusses the significance of a company's reputation and factors affecting its reputation. Particular attention is paid to PR. The light sides of black PR are widely considered.
Keywords: company reputation, company PR, black PR.

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2. Korporativnaia sotsialnaia otvetstvennost: uchebnik i praktikum dlia vuzov / E.M. Korotkov [i dr.]; pod red. E.M. Korotkova. – 2-e izd. – M.: Izd-vo «Iurait», 2020. – 429 s.
3. Borisov B.L. Tekhnologii reklamy i PR. – M.: FAIR-PRESS, 2001. – 624 s.
4. Kapitonov E.A. Korporativnaia kultura i PR. – M.: IKTs «MarT»; Rostov-n/D: Izd. tsentr «MarT», 2003 (Ser. «Novye tekhnologii»). – 416 s.
5. Pashentsev E.N. Pablik rileishnz: ot biznesa do politiki. – 3-e izd., ispr. i dop. – M.: Izd-vo «Finpress», 2002. – 369 s.

SMM-communications in the Russian market dental services
Mushketova N.S., Doctor of Economics, Professor, Department of Marketing, Volgograd State University, е-mail:
Braun V.А., master’s student of the Institute of Management and Regional Economics (42.04.01 «Advertising and Public Relations») Volgograd State University, е-mail:
Mamaeva D.D., master’s student of the Faculty of Social Work and Clinical Psychology («Management») Volgograd State Medical University, е-mail:

The article substantiates the relevance and analyzes the features of SMM communications in the dental market; various methods of SMM promotion are offered, they can help the dental clinic overcome existing communication barriers in order to establish and strengthen contact with the consumer on Instagram, form and strengthen his loyalty, and stimulate his repeated visits.
Keywords: marketing communications, social media, SMM, dental services.

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5. Shumakov N.V. Sovremennaia internet-reklama: tendentsii razvitiia i effektivnost // Molodoi uchenyi. – 2016. – № 2.
6. Gerasikova E.N., Sinitsyna Iu.A. Marketing v sotsialnykh setiakh kak ploshchadka prodazhi tovarov i uslug // Universum: Ekonomika i iurisprudentsiia: elektronnyi nauchnyi zhurnal. – 2018. – № 6 (51).
7. Mushketova N.S., Braun V.A. Osobennosti marketingovykh kommunikatsii na rossiiskom rynke stomatologicheskikh uslug // Marketing v Rossii i za rubezhom. – 2019. – № 5 (133).
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Visual neuromarketing: application in marketing communications
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:

The study was carried out with the financial support of RFFI within the framework of scientific project No. 20-010-00473 A.

The paper summarizes the achievements of recent decades in the field of visual neuromarketing. It is shown that there is a significant scientific basis in the field of studying static visual stimuli and their perception by the consumer, but dynamic ones leave a field for significant scientific search. Therefore, it is concluded that the prospects for the development of visual neuromarketing are associated with the need to develop and test standardized metrics for visual attention, which will allow us to understand the decision-making processes based on calculated and reasonable conversion rates.
Keywords: eye tracking, advertising, visual perception, visual attention.

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Franchise marketing in the context of digital technologies development
Panyukova V.V., Ph.D., Associate professor of Finance University under the Government of the Russian Federation, Department of Management, e-mail:

The article presents the results of research on the marketing policy of Russian and foreign franchisors. The author systematizes marketing activities included in the franchise package. The main attention is paid to communication channels between franchisors and their partners at various stages of cooperation. The author lists digital franchise promotion tools. The article also describes marketing contribution schemes used in various franchise systems. Special attention is paid to the analysis of content of advertising and information documents developed by the franchisor and used by the franchisee, including how content evolves in the context of digital marketing development. Examples of attracting new franchisees from among loyal consumers of the franchisor’s main products are also considered.
Keywords:  franchise marketing, internal franchise marketing, marketing payment, communication channels with franchisees, franchise promotion, franchise advertising leaflet.

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The practice of marketing department organization on industrial plants
Brykalov S.M., Head of the Division for the Strategic Development and Production System Development, JSC «OKBM Afrikantov», Doctor of Science, Economics, e-mail:
Kuznetsova N.A., specialist of JSC «OKBM Afrikantov», e-mail:

The article gives a detailed analysis of the practice of marketing department organization on Russian and foreign industrial plants as well as its’ functions. As a result of abovementioned research some conclusions about typical functions of marketing function organization at the Russian and foreign plants and differences between them are presented. Also the article gives the analysis of practical applicability of concreate approaches for Russian practice.
Keywords: marketing department organization, marketing activities, commercial activities, marketing department structure.

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Value and features of innovation marketing in the medical industry
Gertsik Yu.G., Doctor of Economics, Candidate of Biological Sciences, Associate Professor, Department of Industrial Logistics, Bauman Moscow State Technical University, e-mail:

The social orientation of new national projects currently being implemented in the Russian Federation determined the relevance of this study, which reflects some provisions of the theory and practice of marketing innovation, the prerequisites for its application and development in the field of medicine and the medical industry. The aim of this work is to determine the value, role and characteristics of marketing innovation in the Russian medical industry. To achieve this goal, on the basis of the analysis carried out in the article, the author proposes the consistent integration of domestic enterprises in the global medical
device market and stimulation of the scientific and technological development of the industry as a whole.
Keywords:  medical industry, healthcare, national projects, innovation marketing, production and sales management, high-tech products, life cycle of a medical device.

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Determining the internet marketing notion
Kolodnik T.D., Senior Lecturer, Institute of Sports and Tourism Management, EE «Belarusian State University of Physical Culture», e-mail:

The article analyzes the concept of «Internet marketing». Comprehensive activities of Internet marketing are considered as solving traditional marketing problems with the application of Internet services. Internet marketing is presented as a combination of theoretical and applied disciplines based on application methods of Internet services.
Keywords: Internet marketing, Internet services, internet marketing events.

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Analysis of the oil and gas infrastructure as an instrument for selecting regions for wholesale trade of petroleum products
Belov E.I., consultant, SBS Consulting (Moscow), e-mail:
Nikitina V.A., intern, TSENTRGEKO (Moscow), student Lomonosov Moscow State University, e-mail:

The article is devoted to the study of the oil products market, specifically, the analysis of the market in 50 regions of Russia in six Federal districts. The article discusses methods of selecting regions for the most successful trade of petroleum products. The characteristics of the regional oil and gas infrastructure are presented. The structure of oil depot customers is determined based on the results of an oil depot operators’ survey. However, the most important consideration in estimating regional markets is to determine the level of intraregional competition.
Keywords:  oil products market, oil products trade, oil depot, oil products supply, competition, product sales, sales management, regional markets, marketing research.

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