MARKETING THEORY AND METHODOLOGY

New approaches in marketing: using the theory of generations
Strizhakova E.N., Doctor of Economics, Professor, Professor of the Department «Industrial Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru
SPIN-code: 6550-7510; Author ID: 556491; ORCID: 0000-0001-8749-0505
Strizhakov D.V., Ph. D. (Econ.), Associate Professor, Department «Industrial Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru
SPIN-code: 7378-0331; Author ID: 444160

The article considers the possible applied application of the modern sociological theory of generations to the solution of practical marketing problems. The specific features of the «baby boomer» generation, generations X, Y, Z, which determine their consumer behavior, are described. A comparative analysis of the structure of the world population, the population of the Russian Federation in terms of the shares of generations has been carried out. The prospects for the development of HR marketing are assessed, taking into account the theory of generations. An analysis of the impact of the coronavirus pandemic on the worldview, decision-making process and consumer behavior of representatives of different generations is given.
Keywords: marketing, generation theory, HR marketing, e-commerce.

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MARKETING TOOLS

Determination of marketing technology at the University
Nikulina I.E., PhD in Economics, Professor of the School of Engineering Entrepreneurship at the National Research Tomsk Polytechnic University; Tomsk, Lenin Ave. 30, Russia, е-mail: nie@tpu.ru
SPIN-code: RSCI 5501-7056; Researcher ID: Scopus ID: 57192184245; Author ID: 396578
Borisova L.M., PhD in Economics, Associate Professor of the School of Engineering Entrepreneurship at the National Research Tomsk Polytechnic University; Tomsk, Lenin Ave. 30, Russia, е-mail: borisova@tpu.ru
SPIN code: Elibrary: 8404-0071; Researcher ID: Elibrary Author ID: 278746; ORCID: N-6291-2015
Mitrofanova M.V., Leading Expert of the Academic Olympiad Movement Support Department at the National Research Tomsk Polytechnic University; Tomsk, Lenin Ave. 30, Russia, е-mail: marina@tpu.ru
Shamina O.B., PhD in Technical Sciences, Associate Professor of the School of Engineering Entrepreneurship of the National Research Tomsk Polytechnic University; Tomsk, Lenin Ave. 30, Russia, е-mail: shob@tpu.ru
SPIN-code: RSCI 8399-1223; Researcher ID: Web of Science Researcher: AAA-7771-2019; Author ID: 564285

An unavoidable circumstance that we have observed in recent years is a decrease in talented applicants who are able to master a complex engineering education. More and more schoolchildren choose to take the Unified State Exam in humanities. In this context, technical universities are forced to significantly expand the geography of their presence and attract applicants not only through the development of new territories, but also  through the use of  new marketing tools, taking into account the special relevance of digitalization of our society. The purpose of this publication is to identify the key role of the university's marketing activities with a concept of its determination in ensuring the promotion of educational services and products under the influence of digital technologies. The determination of marketing activities is especially important now, due to variety of online tools for searching, tracking, attracting and retaining applicants before the start of the admission campaign. The article presents the results of a collective analysis of marketing implementation at Tomsk polytechnic university.
Keywords: Marketing concept, marketing activity, marketing structure at the university, digital tools for promoting educational services, university marketing functions, online marketing tools, marketing mix in education.

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A systematic approach to consumer experience measuring and evaluating
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: РИНЦ 5252-5987; Researcher ID: D-1544-2019; ORCID ID: 0000-0002-3971-6570
Tarasenko D.S., the 4th year student of the Marketing Institute, State University of Management, Moscow, Russia, e-mail: dasha30a@mail.ru

The article systematizes the tools for consumer experience measuring and evaluating. The necessity of applying a systematic approach when using basic metrics in order to create and develop a platform for trusting and long-term interaction between the company and customers is proved.
Keywords: consumer experience, measurement and evaluation of consumer experience, a systematic
approach.

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Using CRM systems in marketing as a way to develop relationships with a client
Tyesov K.S., Managing Director at Youwin Digital, е-mail: tyesov@ya.ru

In this article analyzes aspects of the implementation of CRM systems in the activities of an economic entity as a tool for the development of marketing policy. A general analysis of the possibilities and prospects for automation, digitalization and the implementation of information systems is carried out. The essence of CRM systems is emphasized and their main advantages are highlighted. The study also presents the author's algorithm for introducing a CRM system into the activities of an enterprise, the basis of which is to set implementation tasks. In addition, the issues of comparing a number of solutions by the method of scoring and rating, as well as their economic analysis according to the author's methodology, are touched upon. The basis of the methodology being formed lies in the ratio of the cost of 1 point to the competitive advantage of the selected product. Thus, based on a comparison of solutions, conclusions are drawn about the general feasibility of choosing a CRM system in a modern enterprise, as well as its impact on the state of relationships with the consumer.
Keywords: marketing, sales management, CRM system, digitalization, automation, customer relationships, development of relationship management aspects, product promotion, personalization.

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Assortment strategies of anti-crisis marketing
Leonow 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

The paper reflects results of a study in the area of anti-crisis assortment management conducted by means of explorative research tools and made on the basis of the interpretation of data from companies working in Russia between 2015 and 2019. Two groups of anti-crisis assortment strategies, identified in the research (both related to assortment shortening or extension), have been built. It has been found out that assortment shortening strategies are used mainly for the cost reduction, whereas assortment extension and modification strategies are applied for more revenue generation. The agile approach to anti-crisis assortment management, also identified within this study, combines possibilities of each group and allows to enlarge the assortment size with a minimum of costs. A “crisis appropriate approach” to assortment management in the context of some methodological and resource deficiencies, as well as of an organizational inadequacy, has been described. The research results illustrate that new assortment management tools, although created and used in the crisis environment, can equally be applied outside of it, which might suggest the necessity of a new definition of a crisis environment as a notion.
Keywords: assortment management, anti-crisis marketing, marketing effectiveness, assortment strategies, assortment building.

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MARKETING RESEARCH

Analysis of the intensity influence of passenger flow and subjective evaluations of the stations quality on the level of passengers satisfaction and Moscow railway stations visitors
Lukina, A.V., Doctor of Economics, Associate Professor, Professor of the Department of Marketing Plekhanov Russian University of Economics, Moscow, 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; ORCID ID: 0000-0001-8471-2395
Rykalina O.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Marketing Plekhanov Russian University of Economics, Moscow, Russia,
e-mail: Rykalina.OV@rea.ru
SPIN-code: 7510-1914; AuthorID: 566768; Scopus Author ID: 57188741772; ORCID ID: 0000-0002-0832-6000

The article presents the results of a study of consumer satisfaction of visitors and passengers of Moscow railway stations. The analysis of the impact of passenger traffic on satisfaction was carried out and an assessment of the consumer loyalty index was presented in terms of the quality of services of railway stations. Statements and conclusions are based on the results of an online survey on a quota sample. 1168 respondents took part in the survey.
Keywords:  passenger satisfaction, consumer loyalty index, marketing research, online survey, marketing logistics.

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Research of entrepreneurial abilities of the active part of the population
Limarev P.V., PhD economic, associated professor in management and innovation department, Financial University under the Government of the Russian Federation, e-mail: lavrenty_p@mail.ru
SPIN-code: 9840-1956; Author ID: 714495; Scopus Author ID: 56820242500; ORCID: 0000-0002-2465-1823; Researcher ID: Q-8818-2018

The well-being and stability of the country directly depends on the well-being of the population. The basis of stability is the middle class, formed at the expense of representatives of small and medium-sized businesses, and this situation is typical for most civilized countries. The conducted research shows the readiness of the most active part of the population, young people aged 17–30 years, residents of Russia and Australia, to organize and develop their own small and medium-sized enterprises.
Keywords: middle class, entrepreneurial abilities, entrepreneurial potential, evaluation criteria, quantitative research, survey of respondents.

Sources
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Analysis of the factors influencing the consumer intention to buy electric vehicles
Kudryavtseva O.V., Doctor of Economics, Professor, Professor of the Department of Economics, of Lomonosov Moscow State University, Moscow, Russia, e-mail: olgakud@mail.ru
SPIN-code: 9064-4420; Author ID Scopus: 55941524100; Explorer ID (WoS): AAS-3345-2020; ORCIDA ID: 0000-0003-1517-0398
Balashova A.S., trainee at MINI marketing and sales department, BMW Russland Trading, Moscow, Russia, student of the master's program management with major at marketing, Faculty of Economics, Moscow State University M.V. Lomonosov, e-mail: aleksa.balashowa@yandex.ru

In response to the growing demands for responsible behavior towards nature, companies have begun to adapt their business strategies, thus creating value for customers in the long term. Through environmentally friendly brand positioning, companies hope to positively influence emerging associations and, in particular, the perception of brand benefits in the minds of consumers. The article presents the results of a marketing study of factors influencing the intention of consumers to purchase an electric vehicle. based on the MINI car brand.
Keywords: electric transport, electric car, purchasing decision-making, infrastructure, marketing research.

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MARKETING COMMUNICATIONS

Technologies for promoting noncommercial organizations that contribute to the development of entrepreneurship in the region
Mushketova N.S., Doctor of Economics, Professor, Department of Management and Marketing, Volgograd State University, е-mail: nmushketova@yandex.ru
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID: 0000-0002-1778-0926
Kudryavceva S.V., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») Volgograd State University, е-mail: svetlanakudryavcheva@yandex.ru

The article reveals the role of non-profit organizations in the formation and development of the country's business environment. Communication strategies of institutions of various organizational forms (a non-governmental noncommercial organization, a state autonomous institution and an agency of the US Federal Government) are analyzed, on the basis of which common features of the promotion of NGOs are identified. The role of PR as the main tool of promotion is defined, available free communication methods are highlighted (development of the business community, seminars, implementation of state programs, cooperation with the media, conferences, business breakfasts). In conclusion, the problems of communication activities of non-profit organizations are identified and possible solutions are proposed.
Keywords:  promotion, PR, noncommercial organizations, small and medium-sized businesses, support of business.

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Features of promoting online courses in the business education market
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-code: 1107-8360; Author ID: 1049964; Scopus Author ID: 57219991016; Researcher ID (WoS): AAD-5909-2021; ORCID ID: 0000-0002-9785-5069
Beregovskaya T.A., Phd in economics, associate Professor of the Department of marketing State University of Management, e-mail: tbereg@gmail.com
SPIN-code: 7237-3181; Author ID: 323326
Dobroxodova A.G., Content Manager, Arnika Trading House, e-mail: nastya-dobrohodova@yandex.ru

The authors consider the features of promoting online courses in the business education market. Described reasons why employers send their subordinates to training courses. Analyzed trends in the field of business education, which somehow predict what characteristics a specialist of the future will have: the importance for employers of having the necessary skills and competencies for work; the level of automation of business and processes; the issue of professional development of the older generation of employees; the gradual reduction of training periods in business education; transition of training to an online environment. Disclosed forms and features of the implementation of DPO programs. The analysis of the methods used in the implementation of training in the system of additional professional education in relation to students of different levels is carried out. Tools for promoting online courses for business, such as contextual and targeted advertising, are considered.
Keywords:  online courses, business education, digital revolution, DPO, additional professional education, promotion.

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Merchandising of confectionery products in retail chains: specifics, requirements and trends
Antineskul E.A., Ph. D. in Economics, Associate Professor, Head of the Marketing Department of the FSAOU VO «Perm State University» Perm, e-mail: marketing.psu@yandex.ru
SPIN-code: 5099-7513; Author ID: 616103; ORCID: 000-0002-6837-1399
Remneva M.A., Master's student of the Marketing Department of the FSAOU VO «Perm State University» Perm, e-mail: marketing.psu@yandex.ru
SPIN-code: 2887-6588; Author ID: 1142009
Tyurikova V.A., student of the Department of Marketing of the FSAOU VO «Perm State University» Perm, e-mail: marketing.psu@yandex.ru

The article reviewed popular tools for laying out confectionery products on retail shelves in stores, the main trends in the sweets market in 2021. Merchandising of confectionery products in foreign stores was considered. The article also reflects the basic principles of offline and online merchandising, and provides examples of the design of websites of foreign and domestic candy stores.
Keywords:  merchandising, confectionery, merchandising offline, merchandising online, merchandising trends.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Analysis of trends in online sales of insurance products
Nezhdin V.S., bachelor, Volgograd State Technical University, e-mail: vladnuzhdin1998@gmail.com
Dubova J.I., Associate Professor, Doctor of Economics and Entrepreneurship, Volgograd State Technical University, e-mail: dubovaui@mail.ru
SPIN-code: 4418-4611; Author ID: 315206; Scopus Author ID: 55816405900; ORCID ID: 0000-0001-5944-0842

The article analyzes the development of online sales of insurance products, in particular digitalization, the development of IT technologies, promotion through mobile applications. Analysis of the application of IT solutions related to the use of the Internet by insurance companies, in the process of selling insurance products, making insurance companies sell insurance products through the website, insurance companies sell insurance products through a mobile application.
Keywords:  insurance products, insurance companies, online sales, mobile application, IT technologies.

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