MARKETING THEORY AND METHODOLOGY

Theoretical prerequisites for the formation of neurobranding as a new scientific direction
Kalkova N.N., candidate of economic sciences, associate professor, associate professor of the Marketing, Trade and Customs Department of the Institute of Economics and Management of the V.I. Vernadsky Crimean Federal University, e-mail: nkalkova@yandex.ru
SPIN-code: 8803-9143; Author ID: 786073; ORCID ID: 0000-0002-7339-9935

The article presents a theoretical study of the formation of neurobranding as a new direction in economic and marketing sciences. The evolution of the understanding of the brand and its impact on the company's activities is considered. The role of an interdisciplinary approach in the development of branding is shown. The author's concept of the definition «neurobranding» is presented. The directions of further development of neurobranding as an independent field of knowledge are outlined.
Keywords:  brand, branding, neuroeconomics, neuromarketing, consumer behavior, neurobranding.

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The human-consumer model and marketing of the future
Morozov V.A., doctor of Economics, professor, Department of philosophy and methodology of Economics, faculty of Economics, Moscow state University. M.V. Lomonosov, e-mail: mva55.00@mail.ru
SPIN-code: 6037-1609; Author ID: 691223; Scopus Author ID: 0000-0001-8089-1015; Researcher ID (WoS): ABH-1233-2020; ORCID ID: 0000-0001-8089-1015

The article discusses the theories of consumption and methodological principles of rational and irrational behavior of people. The way of life and thinking of the consumer, as well as personal and psychological factors of consciousness of various kinds of purchases are investigated. The construction of the unconscious and conscious in the three-level human psyche is studied. Shown: both the individual and the collective are inextricably linked and form a single mental structure of a person. Twelve archetypes of behavior were used in the theoretical and practical aspect to form a modern portrait of a human consumer. A general idea of the marketing of the future and its role in the birth of the human-consumer model is given.
Keywords: human consumer, model, marketing, methods, image, portrait, human psyche.

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MARKETING TOOLS

Marketing in the conditions of sanctions
Golubkov E.P., doctor of economics, professor, expert of the RANEPA under the president of the Russian federation, Honored worker of science of the Russian federation, e-mail: red@dis.ru
SPIN-code: 1691-7777; Autor ID: 870743

The article considers the influence of sanctions imposed against Russia on the role of marketing and its individual tools. It is shown how these circumstances were reflected in the use of marketing in companies of various sectors of the economy. The use of individual marketing tools was carried out as part of the marketing complex 4P. The change in product policy, pricing, logistics, advertising, public relations and sales stimulation was sequentially evaluated. It is emphasized that marketing thinking is fundamentally important, which should be guided by both the leadership and employees of other services of enterprises, primarily engaged in logistics and sales, pricing, and the development of new products.
Keywords: marketing, sanctions, import substitution, marketing complex, product policy, pricing, logistics, advertising, public relations, sales stimulation.

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Evaluation of using strategic marketing management tools to determine the potential growth of company's profitability
Chekashkina N.R.,
Cand. of Science (Economy), assoc. prof. of Marketing and Trading Business Department, Economy Faculty, Kuban State University, e-mail: chenaro@yandex.ru
SPIN-code: 9179-1379; ORCID ID: 0000-0002-7440-2825

Discussion: the actual role of strategic marketing management as an essential element of corporate management for strengthening the company's market positions is considered; correlation and factor analysis are carried out to identify the most significant factors affecting the growth of profitability of companies and their interrelationships; the weight values of the selected factors are determined based on interviews with experts; it is determined that the marketing function at small and medium-sized enterprises of the Krasnodar Kray is insufficiently evaluated and is considered by the company's management as a costly part of the corporate budget, and not as an investment.
Results: based on the received and processed data, a methodology has been developed for determining the integrated indicator of the level of strategic marketing management, which allows small and medium-sized businesses to predict the potential for profitability development, taking into account the current use of strategic marketing functionality.
Keywords: strategic marketing management, marketing function, strategic marketing activity, strategic management functionality, analysis of external environmental factors, internal marketing, profitability.

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The impact of the business unit-economy on the opportunities and success of an advertising campaign
Khripko A.S., Head of Digital Workshop «Husky», e-mail: Khripkoa@gmail.com
Researcher ID (WoS): GZM-2482-2022; ORCID ID: 0000-0002-9916-2493

The article analyzes the impact of the business unit economy on the opportunities and success of the advertising activities of a modern company. The advantages of the processes of understanding the directions of financial calculations, as well as the general features of the unit economy, including their participation in operational and strategic planning, are outlined.
Also, this article discusses the main models and metrics of the unit economy, including their interaction. In addition, the directions of using the data obtained (both the values of individual metrics and their group analysis) are indicated. This article contains analytical conclusions about the most effective aspects of using the unit economy and the marketing (advertising) budget of the company.
Keywords:  internet marketing, unit-economy, advertising campaigns, customer acquisition, customer retention, business efficiency, success of advertising campaigns, impact of unit-economy.

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MARKETING RESEARCH

Methods of audiences research of the Russian Federation non-state pension funds and their effectiveness
Sozinova A.A., Doctor of Economics, Associate Professor, Professor of the Department of Management and Marketing, Vyatka State University, e-mail: aa_sozinova@vyatsu.ru
SPIN-code: 4490-6770; Author ID: 581348; Scopus Author ID: 56177689700; ORCID: 0000-0001-5876-2823
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:  0000-0003-2921-7548
Savelyeva N.K., Candidate of Economic Sciences, Associate Professor, Director of the Institute of Economics and Management, Vyatka State University, e-mail: nk_savelyeva@vyatsu.ru
SPIN-code: 6947-9660; Author ID: 729400; Scopus Author ID: 57195720934; ORCID: 0000-0002-9497-6172
Fokina O.V., Candidate of Economic Sciences, Associate Professor, Head of the Department of Management and Marketing, Vyatka State University, e-mail: fokina@vyatsu.ru
SPIN-code: 3098-0820; Author ID: 541190; Scopus Author ID: 56177751900; ORCID: 0000-0002-6697-3353

The article presents the results of a study of the media space and audiences of non-state pension funds (NPFs) of the Russian Federation. The necessity of combining different research methods is substantiated. The author considers the theoretical and methodological aspects of the study, reveals the methods used to collect and analyze information. The study resulted in conclusions and recommendations on improving the financial stability and efficiency of non-state pension funds of the Russian Federation.
Keywords: research methods, non-state pension funds, data analysis, media space, audience, ways of accumulating funds.

Sources
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3. Sozinova A.A., Bondarenko V.A., Fokina O.V. Povedencheskie kharakteristiki auditorii negosudarstvennykh pensionnykh fondov Rossiiskoi Federatsii//Prakticheskii marketing. – 2022. – № 7 (304). – S. 34–40.
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Changes in consumer behavior in the context of global challenges
Seyfullayeva M.E., PHD in Economics, Professor, Professor of the basic department of trade policy of the Plekhanov Russian Economics University, e-mail: Maisa2000@mail.ru
SPIN-code: 1730-4210; Autor ID: 13-430; Scopus ID: 57189524504; ID РИНЦ: 431984; ORCID: 0000-0003-2930-7914; Researcher ID: HHD-0042–2022

The article is devoted to the consideration and analysis of consumer behavior in the context of global challenges and cataclysms. The article highlights the ongoing changes in the behavior of buyers caused by the introduction of economic sanctions and the deterioration of the foreign policy situation. The savings model of behavior chosen by Russians is considered. Recommendations are given to retailers in order to adapt to the changed conditions of consumer demand.
Keywords: consumer demand, economic crisis, the main phases of consumer behavior in a crisis situation, transformation of the consumer basket.

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The impact of social media influencers on customer behavior: a case study of platform Shopee e-commerce
To Thi Phuong Thuy, 2nd year master's student Higher School of Economics and Business, Plekhanov Russian University of Economics, e-mail: thuytoussh@gmail.com
OCRID ID: 0000-0001-7306-3043
Koshel V.A., Candidate of Philosophical Sciences, Associate Professor, Associate Professor of the Department of Advertising, Public Relations, and Design, Plekhanov Russian University of Economics, e-mail: logikaistorii@yandex.ru
SPIN-code: 1543-4772; Author ID: 624524; ORCID ID: 0000-0003-3980-6856

This article identifies and evaluates the influence of opinion leaders on the target audience of the social network and e-commerce platform Shopee Vietnam. An online questionnaire was used to collect data through Google Forms and the size of the sample was 151. The authors used a quantitative method to analyze the results. The article also makes some recommendations for e-commerce platforms in Vietnam to improve the effectiveness of brand promotion activities using influencers on social networks.
Keywords:  Influencer Marketing, Influencer, Consumer Behavior, E-Commerce, Shopee, Vietnam.

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22. Afonskii S.A. Esteticheskii faktor potrebitelskogo vospriiatiia i ego rol v konkurentosposobnosti upravleniia kompaniei // Vestnik Ros. ekon. un-ta im. G.V. Plekhanova. – 2021. – T. 18. – № 5 (119). – S. 193–200.
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PRICING

The problem of goods price discrimination for men and women (pink tax)
Baburina O.N., Doctor of Economics, Professor of the Department of Economic Theory, Economics and Management of the Admiral Ushakov Maritime State University, Novorossiysk, Russia, e-mail: olgababurina@mail.ru
SPIN-code: 4867-8024; Author ID: 265975; ORCID: 0000-0003-1618-0483
Kasyanenko O.V., student of the Admiral Ushakov Maritime State University, Faculty: Institute of Maritime Transport Management of Economics and Law, Novorossiysk, Russia, e-mail: kasyanenko_olga@icloud.com
Kuznetsova S.M., student of the Admiral Ushakov Maritime State University, Faculty: Institute of Maritime Transport Management of Economics and Law, Novorossiysk, Russia, e-mail: owlllinhok@gmail.com
Makarenko Yu.V., student of the Admiral Ushakov Maritime State University, Faculty: Institute of Maritime Transport Management of Economics and Law, Novorossiysk, Russia, e-mail: julia_makarenko@inbox.ru

The article discusses the concept and history of the pink tax. The approach to solving gender price inequality in the USA is investigated. The results of comparing prices for identical men's and women's goods in Russia are presented. Recommendations are offered to eliminate price inequality for women.
Keywords: pink tax, price discrimination, gender discrimination, women's rights.

Sources
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BRANCH MARKETING

Analysis of the Russian market of bactericidal recirculators
Zuenkova Yu.A., doctor of business administration, lecturer at Medical Institute, Peoples' Friendship University of Russia. Address: 117198, Russian Federation, Moscow, st. Miklukho-Maklaya, 6, e-mail: zuenkova@bk.ru
SPIN-code: 2046-3170; Author ID: 1060917; Scopus ID: 57223995388; ORCID: 0000-0002-3660-0476

Medical recirculator – is a highly effective device for disinfection by ultraviolet germicidal irradiation. The analysis of the regulatory framework was conduct, markets segments and niches were determined. The capacity of the Russian market of recirculators was calculated, pricing and cost for the entire cycle of use were identified.
Keywords: market analysis, marketing research, medical recirculator, ultraviolet radiation, bactericidal lamp, disinfection; ultraviolet germicidal irradiation.

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