MARKETING TOOLS

 Prospects for increasing the price potential of cultural and religious tourisт products
Lebedeva S.A., Senior Lecturer, Department of Sports and Tourism Industry Management, The Russian Presidential Academy of National Economy and Public Administration, e-mail: lebedeva-sa@ranepa.ru
SPIN-code: 8188-8570; Author ID: 919353; ORCID: 0000-0003-0727-8788
Belyakova M.Yu., Candidate of Economic Sciences, Associate Professor, Department of Sports and Tourism Industry Management, The Russian Presidential Academy of National Economy and Public Administration, e-mail: mbeliakova@ranepa.ru
SPIN-code: 6526-0763; Author ID: 861956; ORCID: 0000-0002-1465-0827
Zvereva A.O., Candidate of Economic Sciences, Associate Professor, Department of Sports and Tourism Industry Management, The Russian Presidential Academy of National Economy and Public Administration, e-mail: zvereva-ao@ranepa.ru
SPIN-code: 7336-8418; Author ID: 712053; ORCID: 0000-0002-8067-1677

The aim of this paper is to study the possibility of increasing the price range for cultural and religious tourist products in Russia. The authors came to the conclusion that the combination of different attractions in one tourist product as well as pricing based on significant personal characteristics of the target audience in domestic destinations contribute to the effective development of the tourism industry in the Russian Federation.
Keywords: pricing in tourism, cultural and religious tourism, price sensitivity meter.

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MARKETING RESEARCH

Comparative analysis of the international and Russian practice based on the marketing research of the perceived accessibility
Lukina, A.V., Doctor of Economics, Associate Professor, Professor of the Department of Marketing Plekhanov Russian University of Economics, Moscow, Russia; Chief Expert of V.A. Trapeznikov Institute of Control Sciences of Russian Academy of Sciences, e-mail: Lukina.AV@rea.ru
SPIN-code: 2339-5743; Author ID: 618478; Scopus Author ID: 57200269901; Researcher ID (WoS): AAD-7230-2020; ORCID ID: 0000-0003-2455-3622
Sidorchuk R.R., Doctor of Economics, Associate Professor, Professor of the Department of Marketing Plekhanov Russian University of Economics, Moscow, Russia, e-mail: Sidorchuk.RR@rea.ru
SPIN-code: 5776-9216; Author ID: 435077; Scopus Author ID: 56426297800; Researcher ID (WoS): D-4239-2009; ORCID ID: 0000-0002-4033-2937
Mkhitaryan, S.V., Doctor of Economics, Professor, Professor of the Department of Marketing Plekhanov Russian University of Economics, Moscow, Russia, e-mail: Mkhitaryan.SV@rea.ru
SPIN-code: 1634-5650; Author ID: 391099; Scopus Author ID: 57188741772; Researcher ID (WoS): нет; ORCID ID: 0000-0001-8471-2395
Stukalova A.A., candidate of economic sciences, Associate Professor, Associate Professor of the Department of Marketing Plekhanov Russian University of Economics, Moscow, Russia, e-mail: Stukalova.AA@rea.ru
SPIN-code: 3494-7664; Author ID: 3494-7664; Scopus Author ID: 56716288300; Researcher ID (WoS): AAA-2679-2020; ORCID ID: 0000-0002-4691-7602

Traffic growth is causing traffic congestion, slowing down city travel speeds and increasing travel times in cities around the world. That is why accessibility is becoming a key indicator in transportation system planning both in Russia and abroad. Currently, understanding the essence of perceived accessibility is an important scientific and practical task that improves the management of the transport system. In contrast to objective accessibility measures, perceived accessibility focuses on the passenger's perceived travel opportunities using different travel modes. The article presents the results of a marketing study of perceived transport accessibility in Moscow and a comparative analysis of obtained results with the results of a similar international study of perceived accessibility in one of the European cities.
Keywords:  perceived accessibility; objective accessibility; public transport; Travel Behavior; marketing research; comparative analysis of the international practice

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Consumers’ perception of digital spying
Leonov A.I., Professor Dr. Faculty of Economic and Social Sciences, Department of Management and Entrepreneurship, RANEPA, Moscow, e-mail: aileonow@mail.ru
SPIN-code: 3094-7459; Author ID: 823354; ORCID-ID: 0000-0003-1159-4708

In this paper, results of the second part of a research project focusing on ways how to sophisticate digital data gathering are presented. Qualitative research tools were applied in order to investigate determinants of the consumers’ perception of digital spying. Different types of consumers behavior as their reaction to spying have been identified. As results show, consumers’ reaction is determined by their attitude to both data gathering and data usage goals, by their perception and trust towards the company that gathers data, by the evaluation of how ethical the company appears, by the evaluation of the intimacy degree of data gathered, as well as by benefits and risks from data disclosure and by some other determinants. Gender, age, social status, income level, the democracy level of a state are able to nfluence the way of how consumers evaluate these practices, as well. Differences between declarative and actual behavior, as well as reasons for that have been presented. The research results suggest that the onsumers’ knowledge of digital spying is able to influence consumer behavior differently.
Keywords:  consumer behavior in the digital context, digital marketing ethics, One-to-One marketing, digital spying of consumers, digital spying perception.

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Improving the marketing characteristics of ice cream based on a research of consumer preferences
Ulanovskaya O.N., PhD, Professor of Marketing, Trade and Customs Affairs Department, V. I. Vernadsky Crimean Federal University, Simferopol, Russia, е-mail: agalakova.ok@gmail.com
SPIN-code: 6125-7626; ORCID ID: 0000-0003-1230-7467
Eremenko Yu.A., PhD, Professor of Marketing, Trade and Customs Affairs Department, V. I. Vernadsky Crimean Federal University, Simferopol, Russia, е-mail: jul_eremenko@mail.ru
ORCID ID: 0000-0003-2524-1145; WOS Research ID: ABF-8702-2020; Scopus Author ID: 57221385067; ID РИНЦ: 849281

The ice cream market is oversaturated. Manufacturing companies in a competitive environment strive to produce unique and differentiated products that can satisfy different consumer segments. The article presents the results of a marketing study of consumer preferences (residents of the Republic of Crimea) when choosing ice cream. As a result: the factors influencing the decision to purchase were identified, the criteria for choosing a product were established, and ways to improve the marketing characteristics of the product were proposed.
Keywords: consumer preferences, consumer, marketing characteristics, product.

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Branding in the market of sport and entertainment services
Kapustina L.M., Doctor of Economics, Professor, Head of the Department of Marketing and International Management, Ural State University of Economics, e-mail: lakapustina@usue.ru
SPIN-code: 2424-4826; Author ID: 337417; Scopus ID: 56288301700; ORCID: 0000-0001-8797-7831
Shelginskaya V.A., Master of Management, Ural State University of Economics, e-mail: aaa_fiona@mail.ru

The article discusses the features of marketing and branding in the service sector. Based on a survey of visitors to dance studios in Yekaterinburg, the factors of consumer choice, the motives for buying the services of sports and dance organizations were determined. The analysis of the positioning and brand promotion of four dance schools in the social networks Vkontakte and Instagram was carried out. The recognition of brands of competitors in the offline environment and on the Internet was assessed based on the use of the proposed methodological toolkit, including the Kano method, correlation and variance analysis, as well as metrics of web analytics of social networks. The attributes of services in the field of entertainment and sports that are significant for consumers were defined as: a friendly environment and the possibility of communication, a policy of discounts in pricing, the absence of competitive goals, the presence of events, maintaining social networks, photo reports and broadcasting classes.
According to the survey results, the qualifications of staff and coaches, the state of the gym, electives were relatively unimportant for the consumer. The uniformity of the positioning strategies of the dance schools under consideration and a weak differentiation of the attributes of their brands were revealed. A trend has been established to increase the importance of social networks for promoting the brands of sports and dance organizations. The directions for improving the branding of dance schools are proposed.
Keywords:  brand, positioning, services of sports and dance organizations, brand awareness, Vkontakte, Instagram, contextual advertising.

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MARKETING COMMUNICATIONS

Manipulation as a marketing communication tool
Fedosenko A.A., Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical University, Rostov-on-Don, e-mail: ann.smaragd@gmail.com
SPIN-code: 1293-4053, AuthorID: 961419, ORCID: 0000-0002-5346-4197

The article is devoted to the phenomenon of manipulation as an effective tool for marketing communication. The author considers manipulation as a mechanism of influence and a set of technologies aimed at creating a special information and communication system, the purpose of which is to attract and retain customers. The specific features of manipulation of the consumer's consciousness and behavior, caused by human nature, and the appropriateness of their use in the process of communication with a client are considered. The author analyzes the concept of «manipulation», reveals the essence and basic elements of marketing manipulation in the information society.
Keywords: marketing, manipulation, manipulative technologies, socio-psychological impact, subject of manipulation, object of manipulation, manipulation techniques, need, consumer behavior.

Sources
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Russian advertising market: state and forecast of development in period the COVID-19 pandemic
Rubtsova N.V., candidate of economic Sciences, associate Professor of the Department of management, marketing and service of the «Baikal State University», e-mail: runatasha21@yandex.ru
SPIN-code: 3165-8633; Author ID: 744948; ORCID: 0000-0003-0961-1708

The article presents the results of a desk study. The purpose of the study is to forecast the development of the advertising market in Russia in the post-pandemic period. The state and development trends of the advertising market are analyzed, including in the crises of 2009, 2014 and 2020. The types of advertising that are most sensitive to the challenges of the external environment have been identified. The author presents a forecast for the development of the Russian advertising market.
Keywords: marketing research, pandemic, crisis, advertising, COVID-19.

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COMPETITIVENESS

Competitive ability of higher professional education in Russia: country trends and directions of development
Bychkova S.G., PhD (economy), professor of Marketing, State University of Management, Moscow, Russia, e-mail: svetlana-bychkova@yandex.ru
SPIN-code: 4497-9555; Author ID: 640392; ORCID ID: 0000-0001-7931-750Х; Researcher ID: Web of Science D-2301-2019
Kokoreva N.V., PhD (pedagogy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: kokoreva1977@mail.ru
SPIN-code: 8415-6023; Author ID: 347125; ORCID ID: 0000-0001-9603-1116; Researcher ID: Web of Science ААВ-8719-2020
Silina S.A., PhD (economy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: marketinguslug@yandex.ru
SPIN-code: 4209-8592; Author ID: 447021; ORCID ID: 0000-0003-3180-9390; Researcher ID: Web of Science D-2098-2019

An urgent topic in the XXI century in the context of global challenges is the issues of increasing the competitiveness of the Russian education system, the formation of an international academic reputation through conducting breakthrough research, attracting leading scientists and practitioners, and, as a result, improving positions in world rankings. The article presents a study of the market of higher professional education: demand, dynamics of development, analysis of factors of increasing competition. The directions of increasing the competitiveness of Russian universities in the domestic and international markets are proposed.
Keywords: higher education in Russia, trends, universities, competition, competitiveness, academic reputation, leadership.

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MARKETS: STATE AND DEVELOPMENT

Space tourism market: analysis of development factors, target consumers and economic indicators
Groshev I.V., Doctor of Economics, doctor of Psychology, Deputy Director of the Institute of education and science, e-mail: aus_tgy@mail.ru
ORCID: 0000-0002-7212-6409; SPIN-code РИНЦ: 3843–6418; Scopus: 8681183900; 57219161188
Koblov S.V., Candidate of Technical Sciences, General Director of JSC «TsNIIMash», Korolev,e-mail: aus_tgy@mail.ru
SPIN-code РИНЦ: 5861-5203; Author ID: 1076187; ORCID: 0000-0001-9052-0955

Modern factors of development, target consumers and economic indicators of the space tourism market, and its commercial components are considered. There is a great potential for profitability of this business. The classification of products related to space tourism, the range of popul ar services is presented. A comparative analysis of the indicators and characteristics of space tourism products by types of flights is carried out. The factors, features and tracks of the development of the world space tourism market are shown. It is concluded that the era of space tourism will develop intensively, providing humanity with the opportunity to explore outer space.
Keywords:  space, space tourism, travel products, Roscosmos, space economy, Virgin Galactic, SpaceX, Blue Origin, Kosmokurs, Space Adventures, Strato Ukraine, Zero2 Infiniti, World View Enterprises, space services.

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Non-potable water market: characteristics, functions and development prospects taking into account global challenges
Krupina N.N., Doctor of Economics, Professor, Professor of the Department of «Management Technologies» of the St. Petersburg State Agrarian University, Russia, St. Petersburg, Pushkin e-mail: krupina_n17@mail.ru
ORCID: 0000-0002-7983-845X

The problem of recycling of treated wastewater into economic circulation in order to maximize the replacement of fresh drinking water is updated. The trends and prospects of the water market and innovative water treatment technologies are noted. The trends and prospects of the water market and innovative water treatment technologies are noted. The definition of the concept of «non-potable water» is clarified and the chain of creating its consumer value is considered from the perspective of the ecosystem approach. The author's model of the infrastructure of the non-potable water market is presented, the functions are systematized and the characteristics are considered – the product, suppliers, consumers, the scale and boundaries of the market, tariffs and prices, subject relations. The role of Russia in the global conservation of water use is outlined.
Keywords: water use, non-drinking water, consumer value, market, market infrastructure, waste water, waste water recycling, water treatment technologies.

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The market of soft drinks: current state, development prospects and promotion strategy in food retail
Dobrovlyanin V.D., Student of the Federal State Autonomous Educational Institution of Higher Education «Perm State National Research University, Perm, Russia, e-mail: marketing.psu@yandex.ru
Khatskelevich A.N., Candidate of Economic Sciences, Associate Professor of the Marketing Department of the Federal State Autonomous Educational Institution of Higher Education «Perm State National Research University, Perm, Russia, e-mail: marketing.psu@yandex.ru
SPIN-code: 4205-0528, Author ID: 654926

The article is devoted to the analysis of the current state of the soft drinks market, as well as the prospects for its development. The key segments, global trends were considered, the analysis of the Russian market of non-alcoholic
beverages was carried out. The features of consumer behavior in the market of non-alcoholic products are considered. The key problems of the industry are identified and a strategy for promoting the category in grocery retail is proposed.
Keywords: Soft drinks market, soft drinks, soft drinks market trends, analysis of the soft drinks market, consumer behavior in the soft drinks market, problems of the soft drinks market, promotion of soft drinks, grocery retail.

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