Contents of N1/2022

all contents

Contents of 1/2022

MARKETING THEORY AND METHODOLOGY

Ecosystems in retail: a new stage in system formation or the collapse of traditional trade
Cheglov V.P., Doctor of Economics, Professor of Trade Policy Department of Plekhanov Russian University of Economics, å-mail: v.cheglov@mail.ru
SPIN-code: 1755-1018; ORCID: 0000-0001-9750-8473

The article is devoted to the analysis of the processes of transformation of trade organizations under the influence of digitalization of the economy and the sphere of consumption. The objective nature of the appearance of new forms of trade organization on the market, such as marketplaces and ecosystems, is proved. New concepts, their economic content and areas of application are analyzed. The ecosystem is considered as a phenomenon of the consumer market, which arose as a response to a change in the model of consumer consumption, the prospects for the development of a new form of organization in retail, the need for direction and regulation of its development in Russia.
Keywords: retail trade, digitalization, consumption model, innovation, transformation of a trade organization, marketplaces, ecosystems.

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Marketing aspects of the implementation of socio-economic policy in the sustainable development of Russian regions
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-code: 4377-1651; Author ID: 187222; Scopus Author ID: 57193857639; orcid.
org/0000-0003-2921-7548
Voronov A.A., Doctor of Economics, Associate Professor, Professor of the Department of Logistics and Commercial Work, St. Petersburg State University of Railway Engineering, e-mail: a.voronov@mail.ru
SPIN-code: 2984-8833; Author ID: 643548; orcid.org/0000-0001-8505-7345
Poluyanova N.V., Senior Researcher at the Laboratory of Spatial Economics of the Belgorod State National Research University, e-mail: nvpolyan@gmal.com
orcid.org/0000-0003-2978-9124

The article examines the relevance of territorial marketing as a management concept in the sustainable development of regions. Attention is focused on the need to follow economic, environmental and social effects when coordinating the interests of consumers and the territory. The existing approaches to understanding territorial marketing and assessing the indicators of sustainable development of the region are analyzed. It is concluded that the existing approaches to sustainability in the region are not universal, in practice there is no coordination of social, environmental and economic effects in the regions.
Keywords: territorial marketing, management, region, sustainable development.

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Environmental marketing in the modern business model of enterprise development
Zimina T.V., Ph. D., Professor of The Department global economy and foreign economic activity Ural State University of Economics, e-mail: zimina1964@ yandex.ru
SPIN-code: 1714-5870

The article reveals the content of environmental marketing, which in modern conditions is a new business strategy of socially responsible corporations. The article substantiates the need to introduce new functions of work in the activities of marketing departments, which will allow to intensify the work in creating an environmentally safe environment.
Keywords: social and ethical marketing, environmental marketing, environmental needs, environmental products.

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Research on the definition of the term «online store»
Bezpalko L.V., master's degree in economics, Graduate of the department of commercial activity and real estate market, Belarusian State Economic University, e-mail: bezpalko0@mail.ru
ORCID ID: 0000-0002-1184-2022

In this article, the author examines the definition of the term «online store»: in the legislation of the Republic of Belarus and modern scientific literature. The key determinants and shortcomings of the presented approaches to the essence of the definition of the term are highlighted, the author's position and its arguments are presented. The possibility of clarifying the definition of «Internet-shop» enshrined in the Law of the Republic of Belarus «On State Regulation of Trade and Public Catering» ¹ 128–3 of January 8, 2014 is justified. (revised on 08.07.2021).
Keywords: online store, definition of the term, the key determinant, information resource, Web-site, website, order formation, retail, distance form of selling goods.

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MARKETING TECHNOLOGIES

The impact of modern technologies on the customer orientation of companies
Orlova M.V., PhD (econ), Associate professor of Marketing, «Higher School of Brand Management» IFUR RANEPA, Moscow, Russia, e-mail: rubinkaira35@mail.ru
SPIN-code: ÐÈÍÖ 5252-5987; Researcher ID: D-1544-2019; ORCID ID: 0000-0002-3971-6570
Orlov V.V., HR-consultant, teacher of the Faculty of Additional Education of the Plekhanov REU, e-mail: orlov.personal@yandex.ru
SPIN-code: ÐÈÍÖ 5003-1763
Silina S.A., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: marketinguslug@yandex.ru
SPIN-code: ÐÈÍÖ 4209-8592; Researcher ID: D-2098-2019; ORCID ID: 0000-0003-3180-9390

The article substantiates the positive impact of the use of artificial intelligence and immersive technologies on the customer orientation of the company. The main advantages of implementing technologies at all stages of interaction with the client are identified.
Keywords: customer orientation, artificial intelligence, virtual reality, augmented reality.

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MARKETING RESEARCH

Participation of «green» businesses in sustainable public procurement
Kozhevina O.V., Doctor of Economics, Professor of M.V.N.E. Bauman, expert of the Trade and Industrial Board of the Russian Federation, Member of the Russian Business Ethics Network, e-mail: ol.kozhevina@gmail.com
SPIN-code: 6696-6538; Author ID: 346023; ID ÐÈÍÖ: 346023; Scopus ID: 57190430404; Researcher ID: R-9605-2017; ORCID: 0000-0001-5347-2253

The article was prepared with the financial support of the RFBR grant No. 20-010-00182.

The article presents the results of a study on the transformation of consumption and production models, taking into account the modern doctrine of sustainable development, as well as the inclusion of «green» entrepreneurship entities in the system of sustainable public procurement. The features of the profiles of consumers of environmentally friendly products are revealed. The analysis and comparison of the content of sustainable and «green» procurement based on the international practice of the EU and OECD countries, which are implementing them at the level of national contractual systems. It is substantiated that the inclusion of sustainable public procurement in the contractual system of the Russian Federation will contribute to the motivation of the subjects of the «green» markets emerging at this stage to participate in public procurement. The problems of the development of sustainable procurement in Russia are identified, especially attention is paid to environmental labeling and the requirements for the conclusion of contracts for state and municipal needs under the Federal Law on Procurement (44-FZ). To identify potential participants in sustainable public procurement, a statistical survey of industry dynamics was carried out for Russian organizations introducing environmental innovations in production processes.
Keywords: «green» economy, «green» entrepreneurship, sustainable public procurement, responsible consumption and production, sustainable development goals.

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2. Schill M. and Godefroit-Winkel D. Consumer segments in the smart environmental objects market // Journal of Consumer Marketing. – 2019. – Vol. 36. – No. 2. – Pp. 317–327.
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The specifics of conducting research on the study of consumers' perception of perfumery products
Ivanova V.A., the docent of Economic Sciences, associate Professor, Department of management and entrepreneurship, Faculty of Economic and Social Studies, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail: briard.victoria@gmail.com
SPIN-code: 7526-8088; Author ID: 753791
Kotova A.A., graduate student, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation,
e-mail: kotova-aa@ranepa.ru
SPIN-code: 8427-5143

This article discusses the specifics of conducting qualitative research that reveals the attitude of respondents to the tested perfume products. The peculiarities of the preparation and conduct of such studies, the selection and screening of respondents are taken into consideration.
Keywords: marketing, in-depth interview, focus group, screener, perfume, olfactory pyramid, fragrance, blind testing, open testing, moderator, recruiter.

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MARKETING COMMUNICATIONS

Using humorical tools in marketing promotion of goods and services
Dolgopolov D.V., PhD in Economics, Associate Professor of Chair of Advertising and PR, State University of Management, Moscow, e-mail: dolgopolovguu@gmail.com
SPIN-êîä: 9298-9851; Author ID: 989072; Scopus Author ID: 57220954522; ORCID ID: 0000-0001-9179-0076
Rybakova K.A., Student of Chair of Advertising and PR, State University of Management, Moscow, e-mail: kirundel2013@yandex.ru

The article aims to study humor as a marketing tool, the main humoristic trends to promote various goods and services in the B2C market, as well as the effectiveness of its use. The article identifies the main audience interaction features with various brands through humorous advertising content using the analysis of Russian and foreign sources. The article concludes that the use of humor in marketing is important tool for promotion and target audience of various goods and services.
Keywords: humorous advertising, marketing promotion, meme marketing, positioning, consumer perception.

Sources
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24. Mother`s Day for HM «The Queen»: a royal home video – The Body Shop. Reklamnyi rolik // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=OHzNL9lbBqc (data obrashcheniia: 17.10.2021).
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MARKETING FOR NON-PRODUCTIVE SPHERE

Innovative activities in product retail on the example of VkusVill company
Kudinov À.À., student of the Faculty of Engineering Business and Management of the Department of Innovative Entrepreneurship Moscow State Technical University N.E. Bauman, Moscow, Russia, å-mail: kudinArrow@yandex.ru
ORCID: 0000-0003-1342-2272
Ryapolov À.S., student of the Faculty of Engineering Business and Management of the Department of Innovative Entrepreneurship Moscow State Technical University N.E. Bauman, Moscow, Russia, å-mail: alexxaveli@gmail.com
ORCID: 0000-0002-2735-3936
Rebrikova N.V., Associate professor, Candidate of Economic Science Financial University under the Government of the Russian Federation, Moscow, Russia, å-mail: rebrikovanv@mail.ru
SPIN-code: 1189-4223; ORCID: 0000-0001-7280-7178

This article analyzes the internal and external factors that allowed the largest representative of health food stores, VkusVill, to occupy a significant share in the Russian retail market. The marketing strategies of the company, which allowed it to achieve success, are investigated. Its innovativeness is explained. The activity of «VkusVilla» is considered in terms of compliance with the ESG (Environmental, Social, Governance) methodology – namely, how the company influences the maintenance of the environment, the development of society and the involvement of employees in key business processes. In what directions VkusVill strives to grow is being studied.
Keywords: Grocery retail, proper nutrition, marketing strategies, innovation, ESG methodology.

Sources
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3. Svezhaia ideia: kak osnovatel «VkusVilla» priuchil moskvichei k zdorovoi ede // RBK,  2016 g. [Elektronnyi resurs]. URL: google.ru/amp/s/amp.rbc.ru/rbcnews/magazi.. (data obrashcheniia: 01.04.2021).
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2020 g. [Elektronnyi resurs]. URL: trends.rbc.ru/trends/industry/5ea07f8f9a794735708f2c35 (data obrashcheniia: 15.04.2021).
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Comparative analysis of foreign and domestic experience in the development of public personality brands in the political sphere
Mushketova N.S., Doctor of Economics, Professor of The Menegement and Marketing Department, Volgograd State University, å-mail: nmushketova@yandex.ru
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID: 0000-0002-1778-0926
Popova S.S., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») of the Volgograd State University,
e-mail: popovag78@mail.ru

In this article the author focuses on the analysis of public personality brands in the political sphere. Their main characteristics necessary for formation of effective and attractive brand of a public personality are defined. Scientific approaches to the interpretation of the concept of «brand» are given. The content of different types of brand of a public personality and methods of their formation are revealed. The stages of public personality branding are substantiated. Foreign and domestic experience of public personality brand development in the political sphere is analyzed. A comparative analysis is carried out, based on the results of which conclusions are made about the reasons of correspondence and inconsistency of personality brand experience in Russia and abroad. The historical context of branding development in Russia and Western countries is compared. The cultural factor in the differences in the preferences of the population is substantiated. The possibility of mutual experience adoption and further development prospects are assessed.
Keywords: personality brand, politics, image, comparative analysis, public personality.

Sources
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4. Voskanian R.S. Rol politicheskogo brenda v usloviiakh sovremennoi publichnoi politiki // Razvitie obshchestvennykh nauk rossiiskimi studentami: sb. nauch. tr. – 2017. – S. 15–19.
5. Tolkalov A.S. Sushchnost politicheskogo imidzha: otechestvennyi i zarubezhnyi opyt teoreticheskogo osmysleniia // Izv. Sarat. un-ta. Novaia seriia. Ser.: Sotsiologiia. Politologiia. – 2013. – T. 13. – ¹ 2. – S. 72–75.
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7. Gasanova M.M. Proektirovanie politicheskikh partii na primere partiinogo proekta Mikhaila Prokhorova «Grazhdanskaia Platforma» // Rossiia i Evropa: sviaz kultury i ekonomiki: mater. XII Mezhdunar. nauch.-prakt. konf. – 2015. – S. 283–284.
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10. Zagainov A.V. Poniatie imidzha politicheskogo lidera: sushchnost i podkhody k opredeleniiu // Uchenye zapiski Kazan. gos. un-ta. Gumanitarnye nauki. – 2007. – T. 149. – ¹ 3. – S. 227–240.
11. Liver R., Semiuel D. Desiat faktorov, opredeliaiushchikh sudbu brenda vne zavisimosti ot kategorii // Marketing v Rossii i za rubezhom. – 2013. – ¹ 5. – S. 101–104.
12. Iakushin D.A. Mekhanizm formirovaniia i prodvizheniia imidzha politicheskogo lidera v zapadnykh demokraticheskikh sistemakh // Ekonomicheskie i sotsialno-gumanitarnye issledovaniia. – 2014. – ¹ 1 (1). – S. 149–157.
13. Butikova K.O. Osobennosti formirovaniia imidzha politicheskogo lidera v sovremennoi Rossii // Intellektualnyi potentsial XXI veka: stupeni poznaniia. – 2011. – ¹ 5-1. – S. 51–54.
14. Gershevich O.S. Osobennosti formirovaniia imidzha politicheskogo lidera v sovremennoi Rossii // Vlast. – 2007. – ¹ 3. – S. 25–29.
15. Ivanov V.K. Osobennosti politicheskogo PR-menedzhmenta v Rossii // Vestn. Mosk. gos. obl. gumanit. in-ta. Ser.: Istoriia, filosofiia, politologiia, pravo. – 2015. – T. 2. – ¹ 2-2. – S. 6.
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INTERNET-MARKETING

Internet promotion of the international automotive brand in the Russian market in the pandemic COVID-19
Popova O.I., PhD in Sociology, Associate Professor of the department of marketing and international management at Urals State University of Economics, e-mail: o.popova63@mail.ru
SPIN-code: 4186-2180; Author ID: 737653; ORCID: 0000-0001-9954-4259; Researcher ID: AAF-9753-2019
Izakova N.B., Ph.D., Associate Professor of the department of marketing and international management at Urals State University of Economics, e-mail: izakovan@gmail.com
SPIN-code: 3839-0685, Author ID: 707310; ORCID: 0000-0003-1316-2634; Researcher ID: AAQ-6542-2021
Lysikova E.N., brand marketer companies Official dealerships BMW AutoHouse and KRAFT, e-mail: katya-lysikova@mail.ru

The serious adjustments made by the pandemic to the lives of consumers and their behavior objectively influenced the promotion programs of companies, in particular international automobile brands. The article considers the Internet promotion tools of the official BMW KRAFT dealership in the automobile market of Yekaterinburg during the period of the pandemic COVID-19 coronovirus, aimed at increasing competitiveness.
Keywords: international automotive brand, Internet promotion strategy, COVID-19 pandemic.

Sources
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MARKETS: STATE AND DEVELOPMENT

Current status and forecast of biotechnology markets development for the near future in Russia and abroad
Gertsik Yu.G., Doctor of Economics, Candidate of Biological Sciences, Associate Professor, Department of Industrial Logistics, Bauman Moscow State Technical University,e-mail: ygerzik@bmstu.ru
SPIN-code: 6664-3426; Author ID: 296968; Scopus Author ID: 6504118094; Researcher ID (WoS): V-7149-2018; ORCID ID: 0000-0002-9286-648X
Fokina I.I., PhD student, Bauman Moscow State Technical University, e-mail: fokinaii@student.bmstu.ru
SPIN-code: 4835-7721; Author ID: 1122975

Striving to meet the growing needs of humanity with the constant reduction of natural resources can lead in the near future to the most negative consequences both for the environment and for the human himself, who is also part of this environment. The purpose of this work is to analyze the current state and prospects for the development of the biotechnology market in Russia and abroad. As a result of the research conducted by the authors, it was shown that in the long term, the importance of biotechnologies in the global economy will be comparable to the role of digital technologies, therefore, the further development of the Russian biotechnological sector is extremely important.
Keywords: bioeconomics, biotechnologies, sustainable development, environment, renewable resources, biotechnology market, global bio-market, analysis of bio-dependent industries.

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