Contents of N6/2022

all contents

Contents of 6/2022

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MARKETING THEORY AND METHODOLOGY

International marketing in the post-pandemic period, taking into account the realities of sanctions
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
Xu Bian, Candidate of the Department of Management and Marketing of the Belgorod State National Research University, e-mail: Sb_belgu@mail.ru
orcid.org/0000-0003-3384-3410

The article explores the realities of international marketing emerging in the context of modern transformational changes in economic reality. The understanding of international marketing, the main options for its implementation and objective difficulties in the implementation of this concept, traditional, as well as related to the modern period, are analyzed. We believe that the further spread of digitalization and increased political pressure are changing the conditions for doing business. If the first factor stimulates activity in international marketing, the second one levels it. It seems necessary to further comprehend transformational changes and clarify forecasts regarding the development of the concept of international marketing.
Keywords: international marketing, political pressure, difficulties, digitalization, trends.

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Exploring the relationship between service design and value creation in marketing
Shchepetova I.V., postgraduate student of the Marketing Department of the Plekhanov Russian University of Economics; CEO of the «Marketing story» Agency, e-mail: korpo06@mail.ru
SPIN-code: 1865-6315; Author ID: 634543; Scopus Author ID: 57188741929; Researcher ID (WoS): B-2325-2015; ORCID ID: 0000-0001-8262-7584

The article presents an analysis of the relationship between service design and the category of consumer value. The historical aspects of the emergence of this direction are given, the degree of influence of various factors on it is estimated, the study of the mutual influence of service design with various aspects of the functioning of companies is carried out. The service design toolkit is analyzed taking into account the latest promising developments, a detailed representation of the functionality of the user's path map is given. The analysis of the results of the impact of service design on the business indicators of companies was carried out. The author's view on the sequence of stages of service design design is given.
Keywords:  service design, customer experience, design thinking, consumer value, customer value, customer experience research.

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MARKETING TOOLS

AI-technology assessment of the demand for new digital products
Azoev G.L., Doctor of Economic Sciences, Head of the Marketing Department, State University of Management, e-mail: gl_azoev@guu.ru
ORCID: 0000-0002-5627-3097
Sumarokova E.V., Candidate of Economic Sciences, associate professor, Associate Professor of the Department of Marketing, State University of Management, e-mail: ev_sumarokova@guu.ru
ORCID: 0000-0001-8963-6774

A technology for assessing the demand for new digital products at the stage of their development is proposed. The technology acts as a tool for filtering digital product development projects by the criterion of their demand, which increases the likelihood of commercial success of new digital products being brought to the market. The technology has been tested and brought to the calculation formulas. It has no analogues in foreign and domestic literature and practice.
Keywords: digital products, demand assessment, Big Data, intelligent targeting, consumer behavior recognition technology, demand testing in a sample.

Sources
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Influence-marketing in a regional university: analysis of external factors and target audiences
Mushketova N.S., Doctor of Economics, Professor, Department of Management and Marketing, 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
Marusinina E.Yu., PhD in Economics, Associate Professor of the Department of Management and Marketing, Volgograd State University, e-mail: elena_marusinina@mail.ru
SPIN-code: 6876-9198; Author ID: 498790; Researcher ID (WoS): Å9691-2018; ORCID ID: 0000-0002-1864-1231
Tkachev V.V., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») Volgograd State University, å-mail: evilarya@yandex.ru

The article analyzes the external factors influencing the choice of communication channels and technologies by universities (economic, political, socio-cultural and technological factors), on the basis of which the need to use the potential of university brand ambassadors as a promotion tool is identified and justified. The target audiences of the university's communications were identified, grouped and analyzed, and their loyalty was assessed. In conclusion, the influence of the systemic transformation of the university's media communication system on the need to integrate university brand ambassadors into it to promote educational services and increase the loyalty of applicants is substantiated.
Keywords: marketing communications, promotion, external environment, target audiences, influencer marketing, brand ambassador.

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Development of a marketing strategy for the penetration of Russian healthcare provider into the world market
Chernyshev E.V., expert of the state budgetary institution of the city of Moscow «Research Institute of Healthcare Organization and Medical Management of the Department of Healthcare of the City of Moscow», Moscow, e-mail: john-chern84@mail.ru
SPIN-code: 4594-6973; orcid.org/0000-0003-4434-502X

The article discusses the method of building a unique strategy for Russian healthcare providers of various forms of ownership to penetrate into the international market of medical services. The author of the method reveals in detail the algorithm for building a long-term strategy for entering foreign markets, using a combination of such elements of the proposed matrix as markets, services, patients, medical solutions and partnerships. The article reflects practical examples of the application of the method for entering foreign markets by medical organizations from Turkey, South Korea and Russia. The «Medical tourism opportunities Matrix» proposed by the author in medical tourism reflects 40 specific strategies and hundreds of their configurations, creating a unique concept for the development of foreign trade in
medical services.
Keywords: export of medical services, medical tourism, international marketing, destination, international patient, federal project, medical tourism matrix, medical tourism management.

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Directions for the development of marketing tools in the context of digitalization of markets
Magomedova R.N., secretary of the Institute for Advanced Studies of the University named after O.E. Kutafin (Moscow State Law Academy), e-mail: Radi111@yandex.ru
SPIN-code: 9530-0935; Author ID: 1167792; Researcher ID (WoS): GXM-6739-2022; ORCID ID: 0000-0002-6979-801X

The article discusses various features associated with the transformation of markets due to digitalization. The concepts of «promotion» and «digitalization» have been studied and supplemented. Various aspects of changing marketing tools in modern realities are considered. The basic rules of digital marketing are given. The fundamental and modern marketing tools are given. Changes in the sales indicator in the domestic market of Internet sales are considered. The importance of quality work with clients is revealed. The directions of the impact of marketing tools in the framework of the digitalization of markets are described.
Keywords: digitalization, marketing tools, transformation, customer service, internet.

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18. Kakie peredovye tsifrovye tekhnologii naibolee vostrebovany? Tsifrovaia transformatsiia otraslei: startovye usloviia i prioritety [Elektronnyi resurs]. URL: conf.hse.ru/mirror/pubs/share/463148459.pdf (data obrashcheniia: 22.06.2022).
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MARKETING RESEARCH

Reputational risks and perspictives for Russian brends at foreign markets
Zuenkova Yu.A., doctor of business administration, faculty teacher Peoples' Friendship University of Russia, e-mail: zuenkova@bk.ru
SPIN-code: 2046-3170; Author ID: 1060917; Scopus ID: 57223995388; ORCID: 0000-0002-3660-0476
Sekerin V.D., Doctor of Economics, professor, chief researcher V.A. Trapeznikov Institute of Control Sciences of Russian Academy of Sciences
orcid.org/0000-0002-2803-3651

The article presents the results of a brand avoidance study of the of foreign consumers of Russian brands as a result of the geopolitical situation. The survey covered 78 respondents aged 22 to 67 years The further development of Russian exports of consumer goods should be considered from the perspective of brand avoidance, which requires the adaptation of existing export strategies to the specifics of the target audience.
Keywords:  brand avoidance, reputation, export, consumer goods, crisis management, buying behavior.

Sources
1. Kašťáková Elena & Drieniková Kristína & Zubalova Lubica (2020). Impact of the geopolitical changes on the EU foreign trade relations with selected territories: Implications for the Slovak economy. 10.21638/11701/9785288059889.
2. Pototskaya Tatyana I., Silnichaya Anna V. Modern geopolitical research in Russia. Baltic Region. – 2019. – ¹ 2 [Ýëåêòðîííûé ðåñóðñ]. URL: cyberleninka.ru/article/n/modern-geopolitical-research-in-russia (äàòà îáðàùåíèÿ: 02.04.2022).
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9. Aaker D. Building Strong Brands. – N.Y.: Free press, 1996.
10. Banister E.N., Hogg M.K. Negative symbolic consumption and consumers' drive for self-esteem. Eur J Mark 2004; 38 (7):850–68.
11. Demirbag Kaplan Melike & Yıldırım Cansu & Gulden Selin & Aktan Damla (2015). I love to hate you: Loyalty for disliked brands and the role of nostalgia. The Journal of Brand Management. 22. 10.1057/bm.2015.10.

Algorithm for studying consumer preferences in the market of medical services
Guzenko A.G., Candidate of Technical Sciences, Associate Professor, Institute of Fundamental Foundations and Information Technologies in Medicine, Pacific State Medical University of the Ministry of Health of Russia, e-mail: zavoiko2@bk.ru
SPIN-code: 6181-9444; Author ID: 305471; ORCID: 0000-0001-5768-0957
Loksha A.V., PhD in Philology, Associate Professor of the Institute of Fundamental Foundations and Information Technologies in Medicine, Pacific State Medical University of the Ministry of Health of Russia, e-mail: Anna.Loksha@vvsu.ru
SPIN-code: 7934-5386; Author ID: 643411; ORCID: 0000-0003-2002-2402

The article presents an algorithm for analyzing consumer preferences, which allows us to comprehensively consider the features of laboratory services and criteria for their selection by potential consumers. The subject of the study is the preferences of consumers in the market of laboratory services and its determining factors.
To study the consumer preferences of the laboratory of UNILAB LLC, as a leader in the Primorsky Krai market, the method of content analysis of secondary data, a survey of potential consumers was chosen.
Keywords: marketing, marketing mix, medical services, consumer preferences.

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5. Levkina Å.V., Kim A.G., Yurchenko N.A. Study of factors that determine students ' preferences in choosing an educational institution // International Journal of education and practice // Laplage em Revista. – Vol. 7. – Pp. 161–170. – DOI:10.24115/s2446-622020217extra-a789

 

MARKETING COMMUNICATIONS

Some aspects of the company's reputation management in the digital environment
Fadeev D.A., marketer, Gazprombank Electronic Trading Platform LLC, Moscow, Russia, å-mail: mr.fadeevda@yandex.ru
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

The article discusses the comprehensive implementation of reputation management tools of a modern company in an online environment. The main types of expert content as the basis of reputation formation are described, the advantages and disadvantages of modern marketing tools for building and strengthening reputation on the Internet (ORM, SERM, HM) are analyzed, the need for their simultaneous use is justified.
Keywords: reputation, digital environment, expert content, hidden marketing, search engine reputation management.

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COMPETITIVENESS

Cooperation potential of the territories: features of formation and assessment guidelines
Vazhenina I.S., Dr. Sci. (Econ.), Associate Professor, Leading Research Associate, Institute of Economics of the Ural Branch of RAS, Ekaterinburg, Russia, e-mail: isvazhenina@mail.ru
SPIN-code: 8924-6805; Author ID: 503920; Scopus Author ID: 57190430954;
WOS Research: S-1159-2017; ORCID.org: 0000-0001-9517-9282; ID ÐÈÍÖ: 503920
Vazhenin S.G., Cand. Sci. (Econ.), Senior Research Associate, Head of the Sector of the Institute of Economics of the Ural Branch of RAS, Ekaterinburg, Russia, e-mail: svazhenin@mail.ru
SPIN-code: 7052-6100; Author ID: 503919; Scopus Author ID: 57190430409; WOS Research: S-1146-2017; ORCID.org: 0000-0002-1517-9467; ID ÐÈÍÖ: 503919

The article reveals the characteristic features of the potential for cooperation between territories, and also presents the main parameters for assessing the vulnerability of its implementation in a modern competitive economy. It has been established that the potential for cooperation between territories can be assessed using a system of quantitative and qualitative parameters that cannot be reduced to any single indicator. At the same time, it is emphasized that objective information about interregional and intermunicipal interaction can be measured, while subjective information can only be assessed. The authors believe that for a more accurate and objective assessment of the state, effectiveness and main trends in the cooperation of the territories, it is necessary to conduct special sociological studies and expert surveys. Some examples of projects of interregional and intermunicipal cooperation, the potential of which is being successfully realized in Russia, are presented.
Keywords:  cooperation potential of territories, competitive economy, monitoring of interregional and intermunicipal interaction, vulnerability parameters and indicators for assessing the potential of cooperation between territories, cooperation projects, «horizontal»subsidies and «horizontal» budget loans.

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Theoretical and methodological aspects of the competitiveness of transport enterprises
Gusev E.G., PhD in Economics, Associate Professor of the Department of Management and Logistics, Admiral G. I. Nevelsky Maritime State University, Vladivostok, Verkhneportovaya, 50a, e-mail: gusev.eg@dgtru.ru
SPIN-code: 58647794; Author ID: 509026; ORCID: 0000-0002-6905-079X
Bogdanova O.B., Senior Lecturer, Vladivostok State University, Vladivostok, Gogol 41, e-mail: olga.bogdanova@vvsu.ru
SPIN-code: 5614-5909; Author ID: 872106; ORCID: 0000-0002-5067-6485
Porshkevich N.Yu., Associate Professor of the Department of Management and Logistics, Admiral G.I. Nevelsky Maritime State University, Vladivostok, Verkhneportovaya, 50a, e-mail: porshkevich@inbox.ru
SPIN-code: 5657-4864; Author ID: 985366; ORCID: 0000-0003-3371-6454

The scientific article is devoted to clarifying the content of the «competitiveness of a transport enterprise» as an economic category and determining the conceptual ways to increase the competitiveness of a transport enterprise.
The study is based on the theoretical and methodological provisions of the theory of competitiveness, developed by domestic and foreign authors.
Keywords:  competitiveness, transport enterprises, methods, criteria, competitiveness of a transport enterprise.

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MARKETS: STATE AND DEVELOPMENT

Belarus industrial enterprises in the EAEU market: position and development trends of their entrepreneurial activities
Sverlov A.S., PhD in Economic sciences, Associate Professor, Associate Professor of the Department of Marketing of the Belarus State Economic University, e-mail: alekseisv@mail.ru
SPIN-code: 5552-3294
Golik V.S., PhD in Economic sciences, Associate Professor, Head of the Department of Marketing of the Belarus State Economic University, e-mail: km@bseu.by
SPIN-code: 4289-8099
Tsygankov A.A., PhD in Economic sciences, Associate Professor, Doctoral student Department of Logistics and Pricing Policy of the Belarus State Economic University, e-mail: tsygankowaa@gmail.com
SPIN-code: 1090-8328

The article shows that the EAEU is an integration of economies that were previously part of a single economic system. It is substantiated that in the case of the formation of a common economic space and the formation of stable economic ties between the enterprises of these countries, the opinion is a more difficult step than the unification of national legislation and the creation of a common legal framework for their functioning in a single internal market. The article points out that among other significant problems that this integration entity may face are the disproportion of individual economic systems to each other and the lack of understanding of the optimal shares of the presence of each member state in the internal market of the EAEU and in the markets of third countries.
Keywords: export, market, industry, advantages, conjuncture.

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