MARKETING TOOLS

The implementation of marketing tools in the context of the coronvirus pandemic
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
SPIN-код 1691-7777

The article considers the situation that has developed for business in Russia in the context of the coronovirus pandemic. The features of the use of marketing tools by companies of different types of activity are noted. Practical examples show that the business of the B2C category, the most affected by the coronovirus, quite actively and creatively used marketing tools to overcome the difficulties encountered. At the same time, it is noted that the business of the B2B category, due to its certain features, felt the need to significantly change its marketing policy to a lesser extent. It is shown that in the context of the pandemic, the practical use of modern digital tools in marketing, including big data technologies, is increasing.
Keywords: marketing tools, corona virus pandemic, marketing research, product, price, distribution, promotion, internet, big data, digital tools.

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The engagement indicator as an important criteria of the effectiveness of social media marketing in organizations through the example of the Instagram community @mebel_rummix
Pogorevich A.V., PhD of Economics, Associate Professor at the Department of Advertising and Socio-Cultural Activities of the Humanities Institute of the Siberian Federal University, e-mail: Savina1979@mail.ru
ODCID: 0000-0001-7866-9909

The article presents the results of the analysis of the engagement indicator as one of the criteria for the effectiveness of the promotion of organizations in social networks. The concept of engagement and tools for managing it are considered; the methods of calculating the estimated engagement index (Engagement Rate) are studied in practice; the impact of using tools for managing engagement is evaluated on the example of developing and implementing an SMM strategy for the community in the Instagram of the furniture company «Rummix» @mebel_rummix.
Keywords: socail networks, SMM (social media marketing), Community, Digital-marketing, SMM strategy, Content plan, Content, Engagement, Engagement Rate Index, Subscribers, Audience of social media.

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Digital spying as a way of consumer research
Leonow A.I., Professor Dr. Faculty of Economic and Social Sciences, Department of Management and Entrepreneurship, RANEPA, Moscow, e-mail: aileonow@mail.ru
SPIN-код: 3094-7459; Author ID: 823354; ORCID-ID: 0000-0003-1159-4708.

The paper reflects results of an inductive study of how companies use digital spying tools as one of new means of consumer behavior research in a digital context. Companies behavior is described by means of criteria of their goals and manners of spying; its effectiveness is determined by technical possibilities of digital tools and technologies, by managerial and methodological limitations within the information system of a company, by not efficient enough ethical and legal barriers, as well as by consumers’ reaction. The study shows that the potential of digital tools and application practices contribute to the decrease of the role of the consumer in this interrelation and restrict the consumer’s possibility to react and prevent spying activities. Methodologically, the appropriate place of spying has been identified within the system of market research methods.
Keywords:  digital spying tools, digital tools for market research and analyzes, companies’ behavior in digital context, ethics of digital marketing, digital marketing effectiveness.

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Business forum WOW-Conf: marketing trends of 2021
Orlova V. G., Ph. D., Associate Professor, Associate Professor of the Department of Management and Innovative Technologies of SFEDU, e-mail: vlada2266@gmail.com
SPIN-код: 2442-8456, AuthorID: 401093, Scopus ID: 57194695445
Researcher ID: C-4349-2017, ORCID: 0000-0001-6108-8331
Ivannikova T. S., Candidate of Economic Sciences, Associate Professor of the Faculty of Business «Captains» of SFEDU; Marketing Director of Jerdela Group Management Company,
e-mail: tt.marketing@mail.ru

The article provides an overview of the business forum WOW-Conf, held in December 2020 in Rostov-on-Don, the speakers of which were experts and practicing leaders of management, marketing, business automation, who have experience in teaching at a university, SMM organizations – schools, business book authors.. Within the framework of strategic reports, the trends of 2021 highlighted by the speakers in marketing, digital marketing, and the IT sphere, which are important for managers, marketers and CRM specialists of small and medium-sized companies, are systematized.
Keywords: marketing, business forum, digital marketing, IT sphere, CRM systems, trends, social networks, instant messengers, post-pandemic period.

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MARKETING RESEARCH

The impact of the cross-cultural aspect on the consumption of luxury brands in the international and Russian markets
Gerasimenko V.V., Doctor of Economics, Professor, Head of the Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, e-mail: vv_gerasimenko@mail.ru
SPIN-код: 6293-1412; Author ID: 657673; Scopus Author ID: 57193995004;
ORCID iD 0000-0002-9020-64964; ResearcherID: O-1481-2013
Airapetian M.R., post-graduate student, marketing department, Faculty of Economics, Lomonosov Moscow State University, e-mail: marrafikovna@mail.ru

In the modern world in the era of globalization, luxury brands are focused on attracting a new target audience from representatives of different cultures, ethnicities and religions. This article examines the impact of cross-cultural adaptation of luxury brands to the values of the target audience, which focuses on the traditions of Islam. Due to the fact that some luxury brands have started to produce special collections aimed at this target audience, a study was conducted to note how the perception and capital of the luxury brand is changing. The concept of D. Aaker was chosen as the basis of the research. The results obtained are a significant basis for further research in this area.
Keywords: luxury brand products, cross-cultural aspect, muslim consumers, brand capital.

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MARKETING COMMUNICATIONS

Promotion of event services on the marketing communications market: steps and tools
Krasovskiy A.V., master’s student Institute of Economics and Management 42.04.01 «Advertising and Public Relations» Volgograd State University, e-mail: artemkrasovskij@mail.ru
Mushketova N.S., Doctor of Economics, Head of the Marketing Department, Volgograd State University, e-mail: nmushketova@yandex.ru
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017;
ORCID ID: 0000-0002-1778-0926
Burykin E.S., PhD, Associated Professor in the Department of Management, Moscow Witte University, e-mail: burrrykin@rambler.ru
SPIN-код: 9190-3737; Author ID: 642351; ORCID ID: 0000-0001-5752-0232

This article provides a detailed analysis of the event services promotion at several stages using an extensive list of promotion tools. The authors touch upon the theme of the diversity of the event services market and a detailed description of the target segments. In addition, special attention is paid to the development and promotion of event services in the current pandemic, as well as to the development trends of event marketing in the coming years.
Keywords: event service, marketing communications, digital marketing, event marketing, target audience, hybrid events, service promotion, advertising market.

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Influence of emotional asymmetry on consumer perception of various content in online shops
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: zhilina_ella@list.ru
SPIN-код: 9857-9157; Author ID: 818466; ORCID 0000-0003-0981-5575;
Scopus Author ID: 57208468233
Zhavoronkova Z.A., 3rd year student of the specialty trade business of the Institute of Economics and Management V.I Vernadsky Crimean Federal University, e-mail: zina-zhavor@mail.ru

The research was supported by the RFBR grant, project number 20–010–00473 А.

The article carried out a marketing research with the participation of 250 respondents in order to determine the influence of emotional asymmetry on consumers' perception of various content in online stores. The types of emotions influencing consumer behavior when viewing content have been determined. Revealed negative emotions arising mainly as a result of information asymmetry.
Keywords: emotional asymmetry, information, consumer behavior, Internet, shopping.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Questions of the demand for personnel marketing in healthcare of Russia
Bondarenko V.A., doctor of Economics, associate Professor, head of the Department of marketing and advertising, Rostov state University of Economics (RINH), e-mail: b14v@yandex.ru
SPIN-код: 4377-1651; Author ID: 187222; Scopus Author ID: 57193857639
Zubareva N.N., Candidate of Pedagogical Sciences, Associate Professor, Candidate of Marketing and Management Department, Belgorod State Research University», e-mail: nzubareva73@mail.ru
SPIN-код: 2753-4839; Author ID: 314944
Chisnikov V.A., postgraduate student of the Department of marketing and advertising Rostov state University of Economics (RINH), e-mail: chisnikov7@gmai.com

The article examines the demand for personnel marketing in the work of state and commercial medical organizations. The existing approaches to assessing the quality of medical services are analyzed and it is concluded that the quality characteristics are based on the properties of medical personnel. It is concluded that the existing KPIs for doctors of state medical organizations do not contribute to the closure of existing vacancies according to the need for staff, especially in rural areas, and do not
ensure the involvement of employees. At the present stage in Russia, it is necessary to review the characteristics that indicate the effective work of a doctor, to develop an effective system of material and non-material motivation within the framework of personnel marketing.
Keywords: demand, personnel marketing, medical organizations, patients, evaluation.

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Influence marketing in the tourism industry
Turukina M.N., master's undergraduate educational of tourism program of the «Financial University under the Government of the Russian Federation», e-mail: turukina15@mail.ru
SPIN-код: 9316-2960; Author ID: 1076309; ORCID: 0000-0001-6360-5910
Uzdenova K.A., postgraduate student of the «Financial University under the Government of the Russian Federation» e-mail: ezdenk@mail.ru
SPIN-код: 4963-7637; Author ID: 1007110

The article discusses the main approaches to brand positioning in the target market as an important element in the marketing strategy. The analysis of a high quality marketing campaign is carried out and strategies for the transformation of new media in the tourism industry are proposed. In conclusion, an example of foreign practice of introducing marketing into the tourism sector is given.
Keywords:  tourism, influence marketing, media marketing, transformation, United Kingdom.

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Trends and marketing tools of the beauty industry
Dovzhik G.V., PhD in psychology, associate Professor of the Department of advertising and public relations State University of Management, e-mail: gv_dovzhik@guu.ru
SPIN-код: 6047-8519; Author ID: 666420; Scopus Author ID: 57219992171;
Researcher ID (WoS): C-8643-2019; ORCID ID: 0000-0002-9381-2475
Arzhanova K.A., PhD in psychology, associate Professor of the Department of service marketing and brand management State University of Management, e-mail: ka_arzhanova@guu.ru
SPIN-код: 1107-8360; Author ID: 1049964; Scopus Author ID: 57219991016;
Researcher ID (WoS): AAD-5909-2021; ORCID ID: 0000-0002-9785-5069
Dovzhik V.N., PhD in psychology, Senior Lecturer of the Department of service marketing and brand management State University of Management, e-mail: vn_dovzhik@guu.ru
SPIN-код: 4582-5740; Author ID: 1098886; Scopus Author ID: 57219993768;
ORCID ID: 0000-0001-5062-7125
Bashkina N.A., Senior Lecturer of the Department of service marketing and brand management State University of Management, e-mail: na_bashkina@guu.ru
SPIN-код: 2739-2057; Author ID: 970363; Researcher ID (WoS): D-6545-2019;
ORCID ID: 0000-0003-4105-9335

The article deals with the market of cosmetic products and services. The article presents the key changes that have occurred in the industry over the past half century. The authors present a number of studies on the demand for cosmetics and personal care products. The article considers a system of rules and regulations for organizing the production of cosmetic products and their quality control GMP (Good Manufacturing Practice). The factors influencing the pricing of cosmetic products on the market are analyzed. Data on the impact of the COVID-19 pandemic on sales of cosmetics in Russia are presented. In this article, marked the perspective of how innovative (new) technologies influence of beauty-industry. The article concludes forecasts of further development of the cosmetic products and services market.
Keywords: market of cosmetic products and services, price formation factors, marketing tools, beauty industry, COVID-19, AI-marketing.

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16. Arzhanova K.A., Dovzhik G.V., Iontseva M.V. Sovremennye PR-tekhnologii prodvizheniia kompanii. Ch. 2 // Kompetentnost / Competency (Russia). – 2020. – №  6. – S. 30–36. DOI: 10.24411/1993-8780-2020-10505.

Issues of development and implementation of medical media strategy for clinics in the context of digital transformation
Kubina N.E., Candidate of Economics, Associate Professor of the Department of Economics and Management, Immanuel Kant Baltic Federal University, e-mail: nkubina @ kantiana.ru
SPIN code: 7787-1436; Author ID: 871760; ORCID ID: 0000-0002-7786-9519
Belenkova D.P., Student of the Master's programs «Management», profile «Innovation technologies of business management», Institute of Economics and Management, Immanuel Kant Baltic Federal University, e-mail: amulenko1@gmail.com
SPIN code: 4285-4090

The article discusses the relevance and necessity of developing a media strategy for promoting a medical institution in the context of digital transformation. Based on an analysis of the situation on the medical services market over the past 5 years, as well as research on the communication strategies of market leaders, recommendations were made regarding the selection optimal promotion channels and media planning tools for medical centres and clinics in the context of digital transformation.
Keywords:  digital economy, medical services market, media planning, media strategy, communication policy, advertising campaign, search marketing, social media advertising, CRM systems.

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MARKETING ABROAD

Strategy of wholesale trade development in Uzbekistan
Kholmamatov D.Kh., Doctor of Philosophy (PhD) in Economics, Samarkand Institute of Economics and Service, e-mail: xolmamatov_d@mail.ru

This article analyzes the strategy for the development of wholesale trade in Uzbekistan. The role and importance of wholesale trade in industrial production, processing and export development, dynamics of wholesale trade turnover in the regions of the Republic of Uzbekistan are presented.  Proposals on the development of customer service in the wholesale trade, the organization of logistical services are provided.
 Keywords: wholesale, commodity stock, wholesale turnover, industrial production, processing, logistics services, consumer market, supply, distribution, logistics center, free economic zone.

Sources
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2. Ukaz Prezidenta Respubliki Uzbekistan ot 30.10.2018 № UP-5564 «O merakh po dalneishei liberalizatsii torgovli i razvitiiu konkurentsii na tovarnykh rynkakh» [Elektronnyi resurs]. URL: lex.uz/docs/4030916 Natsionalnaia baza dannykh zakonodatelstva Respubliki Uzbekistan (data obrashcheniia: 10.02.2021).
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5. Osnovnye pokazateli predpriiatii optovoi torgovli po dannym Gosudarstvennogo komiteta RUz po statistike [Elektronnyi resurs]. URL: api.stat.uz/api/v1.0/data/ulgurji-savdo-tashkilotlarining-asosiy-korsatkich?lang=uz&format=pdf (data obrashcheniia: 10.02.2021).