MARKETING THEORY AND METHODOLOGY

Marketing classification of market niches
Tokarev B.E., Doctor of Economics, Professor, State University of management, e-mail: tokarevboris@gmail.com
SPIN-code: 3331-1295; Author ID: 636624; Scopus ID: 57220963086; ORCID: 0000-0001-6057-8451

The proposed research results of the theory of market niches are based on the current state of ideas and use practices in business. The scientific and practical justification of the term «market niche» is given. The concept of classification of market niches has been developed, based on the characteristics that determine the specific needs of consumers of niche products. The two-level classification of market niches uses the criteria of existing and potential niches, which in turn are divided into traditional for the market and innovative, as well as undeveloped visible and invisible. Real examples show the use of marketing to analyze different types of niches.
Keywords: market niche, segment, need, types of niches, marketing.

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MARKETING TOOLS

Application of a machine learning algorithm to sizing of regional retail motor fuel market
Belov E.I., consultant, SBS Consulting, Moscow, e-mail: eugene.i.belov@gmail.com

The article describes a model for sizing regional markets of motor gasoline and diesel fuel, created using a gradient boosting and introduced into consulting practice in 2016–2019. The author explains main stages of collecting and processing information, considers factors that can limit the accuracy of the model and summarizes practical application of the simulated results.
Keywords: market research, petroleum products market, petrol station, regional markets, competition level, motor fuel, gasoline, diesel fuel, gradient boosting.

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Recommendation systems as a tool for user’s experience improving
Terpyak Y.O., Master's degree student, direction Management, Marketing program, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia, e-mail: teyo21a@econ.msu.ru

This article reveals the role of recommendation systems to improve the user experience on marketplaces. The main stages of the client's interaction with the marketplace are highlighted: from the choice to the further use of the service and the formation of loyalty. The features of working with recommendation systems as a tool for improving the user experience are also presented.
Keywords: recommendation systems in marketing, user experience, personal recommendations, marketplaces.

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MARKETING RESEARCH

Features of consumer choice of sustainable fashion products
Gerasimenko V.V., Doctor of Sciences in Economics, Professor, Head of Marketing Department, Faculty of Economics of the Lomonosov Moscow State University, e-mail: vv_gerasimenko@mail.ru
SPIN-code: 6293-1412; Author ID: 657673; Scopus Author ID: 57193995004; ORCID: 0000-0002-9020-64964; Researcher ID: O-1481-2013
Trotsenko A.N., Ph.D. in Economics, Associate Professor of Marketing Department, Faculty of Economics of the Lomonosov Moscow State University, e-mail: trocenko@econ.msu.ru
SPIN-code: 3994-3891; ORCID: 0000-0001-9667-1965

The article is devoted to the study of the features choice sustainable fashion products by Russian consumers in selected market segments («Uninformed», «Deceived», «Doubters», «Eco-consumers»). The segments are identified by the method of hierarchical cluster analysis, depending on consumer attitudes towards environmental issues and fashion’s environmental impacts, sustainable fashion awareness and interest in choosing and buying sustainable fashion products, as well as similar purchase experience. The article proposes an adapted characteristic sustainable fashion consumption values based on the Sheth-Newman-Gross model. The following sub-segments were identified and characterized features of consumer choice of sustainable fashion products in large segment «Ecoconsumers»: «Ecocentrics», «Ecoeconomists», «Ecomods» and «Dark Greens».
Keywords: fashion industry, sustainable fashion, green consumer, sustainable fashion consumers, consumption values.

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MARKETING COMMUNICATIONS

Improving the marketing mechanism for managing the loyalty of food products consumers
Ketova N.P., Ph. D., Professor, Head of the Department of Marketing and Communications in Business of SFEDU, e-mail: nketova@sfedu.ru
ORCID: 0000-0001-6832-8174; Web of Science: L-2937-2013; SPIN-code: 8323-7290; Author ID: 149026; Scopus: 56117462100
Vardanyan A.A., UMR Specialist of the Faculty of Management, Southern Federal University, e-mail: vardanian@sfedu.ru
ORCID: 0000-0002-6547-1482; SPIN-code: 737001809; Author ID: 1112929

The article presents the results of a study of the influence of the marketing mechanism of consumer loyalty management on the example of food products. The article provides recommendations on ways to improve the marketing mechanism for managing the loyalty of consumers of food products.
Keywords:  food products, consumer loyalty, focus group, loyalty factors, marketing, loyalty management.

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16. Khetagurova T.G. Analiz tsenovoi politiki na konkurentnykh rynkakh prodovolstvennykh tovarov // Gumanitarnye i sotsialno-ekonomicheskie nauki. – 2021. – № 3 (118). – S. 109–111.
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Consumers motivation management of integrated mountain climate resort services
Bogdanova M.V., Doctor of Economics, Associate Professor, Professor of the Department of Marketing, State University of Management, Professor of the Department of Information Law, Informatics and Mathematics, Russian State University of Justice, e-mail: bogdanovamv2009@yandex.ru
SPIN-code: 5176-2437; Author ID: 276580; ORCID: 0000-0003-3229-1271
Bogdanova V.G., senior lecture of the Department of Marketing, State University of Management, e-mail: vikalakimis@yandex.ru
SPIN-code: 5677-9655; Author ID: 1072243; ORCID: 0000-0002-8227-3760

The article is devoted to the issues of managing the motivation of consumers of IGC services and the formation of an information base for making managerial decisions on the development of the service sector of integrated mountain climatic resorts. The article describes the characteristics of the main target customer audience, presents the structure of the information environment for managing the motivation of consumers of IGC services.
Keywords:  integrated mountain climate resort, consumer motivation, information environment.

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Marketing analysis of higher education institutions reputation
Dorokhova I.A., Postgraduate Student of Plekhanov Russian University of Economics, e-mail: innadorokh@yahoo.com
SPIN-code: 8471-8593; Author ID: 1146765; ORCID: 0000-0001-9997-7177

Segmentation of the target audience is carried out, the components of reputation and the marketing environment of a university are analyzed in the article as well as the reputation assessment methods are listed. Within the framework of reputation structure analysis, the definition of «reputation of higher education institution» is formulated. The clue statements of the article help to understand what points are should be taken into consideration at a university reputation management.
Keywords:  brand of higher education institutions, university image, reputation of the university, key audience of the university, marketing environment of the university, reputation assessment methods.

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Fear as a tool to attract visitors to the museum
Shklyar T.L., Candidate of economic sciences, Associate Professor, associate Professor of Advertising, Public relations and design, Plekhanov Russian University of Economics, e-mail: tlb@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

How to attract visitors to the museum? Is it possible to use fear as an element of attraction? How ethical is it? In this article, the author answers these questions by offering to look at fear as an element of marketing incentives. In this article, the author focused on describing the use of the emotion of fear to retain and attract the number of regular and new visitors to museums.
Keywords: marketing, museum, psychology, visitor behavior, marketing tools.

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PR-strategy for a public clinical hospital: public service for the welfare and health of people
Vafin А.М., PhD in Political Sciences, Associate Professor of the Faculty of Social Sciences and Mass Communications of the Department of Mass Communications and Media Business of the Financial University under the Government of the Russian Federation, e-mail: arthur.vafin@ mail.ru
SPIN-code: 5825-4234; Author ID: 807194; ORCID: 0000-0001-9368-9967

The article suggests a specific PR strategy for the public clinical hospital and its leader. The ideologemes characterizing the client- and patient-oriented clinic for the external and internal environment (staff and its managers) are proposed. Positioning strategies are formulated: the clinic as a comfortable home, the clinic as a technological ship, the clinic is a clinic. The obtained humanitarian formulas can be used to improve the communication interaction of state medical institutions with patients, as well as staff, including management staff.
Keywords: medical PR, communication strategy, ideology, personal brand, HR brand leadership.

Sources
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Tools and technologies for the effective formation of the regional university image
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
Kandybina A.V., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») Volgograd State University, е-mail: av.kandybina@mail.ru
SPIN-code: 2311-4991; Author ID: 1166365; Researcher ID (WoS): GWC-1777-2022; ORCID ID: 0000-0002-1073-2243

The article presents an analysis of the basic segments that make up the image of the university. The main stages of the marketing process in the formation of a positive image of a regional university are considered. Effective mechanisms of image creation at each level are revealed, their interaction is described. The legal and economic justifications of the need to form a positive image of an educational institution at the regional level are presented.
Keywords: marketing, external environment, university image, marketing tools, image promotion, target audience, marketing communications, public relations.

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MARKETS: STATE AND DEVELOPMENT

Market of electric vehicles – stable growth
Faskhiev Kh.А., Doctor of Technical Sciences, Professor of the Department of Economics, Management and Marketing, Financial University under the Government of the Russian Federation, Professor of the Faculty of Aircraft Engines, Energy and Transport, Ufa University of Science and Technology, e-mail: faskhiev@mail.ru
SPIN-code: 8217-2985; Author ID: 459618; ID РИНЦ: 459618

An analysis of the electric car market in the world and in Russia showed that with a decrease in sales of cars running on oil fuel, an avalanche-like growth in sales of electric cars is observed. It is noted that the electric car market is dynamic, sales double almost every year, new manufacturers appear, and the range of cars produced is expanding. The expansion of the market for electric vehicles is due to the displacement of cars with an internal combustion engine from the market. This is facilitated, on the one hand, by the provision of benefits and preferences to buyers of electric vehicles, on the other hand, by improving designs, increasing the consumer properties of produced electric vehicles. The features of the Russian market of electric vehicles, barriers to its development are revealed.
Keywords: passenger car, electric car, transport, park, market, sales, price.

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