MARKETING THEORY AND METHODOLOGY

The comparative analysis of searching principles for market niches types
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 paper presents the analytical comparative study results to determine principal ways for market niches search. Based on the accepted classification, classes of niches are shown, suggesting the use of different approaches to their detection and identification. The criterion of the current or potential niche of the market is used as the basis for presentation of various classes of niches. It is shown that the search principles have fundamental differences for different classes of niches. Niches of existing and known for consumers products are determined using methods of marketing research, in the vast majority of cases based on sales statistics. Evaluation analysis is used to find niches of innovative products, often in comparison with substitute products. Evaluation of potential niches in which there are no actual product offerings is primarily related to the study of buyers and consumers needs. It is proposed to implement the search for undeveloped niches by monitoring information in the field of new technologies, filing applications and issuing patents. For these purposes, it is proposed to use technologies of in-depth or group interviews, as well as analysis of current trends.
Keywords: market, segment, niche, current niche, potential niche, consumer, product.

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MARKETING TOOLS

Grocery retail customer loyalty management based on value segmentation
Izakova N.B., Candidate of Economic Sciences, Associate Professor, Associate Professor of Marketing and International Management Department, Urals State University of Economics, e-mail: izakovan@gmail.com
Researcher ID: AAQ-6542-2021; SPIN-соde: 3839-0685; Author ID РИНЦ: 707310; ORCID: 0000-0003-1316-2634
Kapustina L.M., Doctor of Economic Sciences, Professor, Head of the Marketing and International Management Department, Ural State University of Economics, e-mail: lakapustina@bk.ru
SPIN-соde: 2424-4826; Author ID РИНЦ: 337417; ORCID: 0000-0001-8797-7831
Bikeeva P.G., Master The Ural State University of Economics, e-mail: bikewka1997@mail.ru

The article analyzes approaches to segmentation based on values and customer satisfaction criteria. Loyalty assessment methods are analyzed. It is concluded that segmentation based on customer values provides a deeper understanding of their interests, preferences and motivation. The methodological basis of the study includes a survey, CSI and NPS indices, statistical factor analysis. The object of the study is the food retail «Coin». Identified key customer loyalty. Factor analysis made it possible to form two segments for which a set of marketing activities was proposed.
Keywords: loyalty, satisfaction, CSI, NPS, value segmentation, food retail, factor analysis.

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Specific characteristics of internal and external environmental factors in increasing the efficiency of marketing service in the activity of grain and grain processing enterprises
Boyjigitov Sanjarbek Komiljon ugli, assistant of department of Marketing, Samarkand institute of economics and services, e-mail: 00_bek94@mail.ru
ORCID: 0000-0001-9187-902X

In this article, the formation of relations with consumers based on the improvement of the effectiveness of marketing service in the activities of enterprises that produce grain and grain products necessary for human needs today, the improvement of the effectiveness of marketing service by evaluating the effectiveness of the marketing activity of the marketing service department, in addition, theoretical and practical aspects of internal and external environmental factors in increasing the effectiveness of marketing services are revealed. In addition, the article developed proposals and recommendations for improving the effectiveness of marketing services using internal and external environment indicators.
Keywords: marketing, marketing activity, effectiveness of marketing service, marketing environment, factors of the internal environment of the enterprise, factors of the external environment of the enterprise, expenses in the organizational structure of the enterprise.

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MARKETING RESEARCH

Positioning of the HR brand of engineering companies
Usmanov M. R., Cand. Sc. (Technology), General Director LINK LLC, e-mail: usmanovmr@bk.ru

Recently, there has been an increase in the interest of companies in the formation and development of their HR brand in Russia. The presence of an employer's brand is important not only for job seekers, but also for the companies themselves that compete in the labor market for talented employees. The development of the company's HR brand is becoming an important task for marketers who are responsible for the company's communications with the target audience.
An HR brand consists of a set of benefits that an employee receives during employment. The article presents the results of the author's research on the formation of the HR brand of engineering companies. A set of irrational criteria has been identified, on the basis of which applicants evaluate the intangible benefits of employment. A quantitative assessment of the importance of each criterion for applicants was made. Compliance of Lukoil LINK with the selected criteria was quantified. The basis for positioning the HR brand of Lukoil engineering centers in the labor market is outlined.
Keywards: HR brand, HR brand positioning, engineering companies, irrational criteria, marketing research, marketing communications.

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Issues of implementation of the marketing 4.0 concept on the example of the banking sector in Russia and Asian countries
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; ORSID: 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; ORSID: 0000-0001-8505-7345
Gololobov A.V., Candidate of the Department of Management and Marketing of the National Research Belgorod State University, e-mail: alek-gololobov@yandex.ru
ORSID: 0009-0003-7701-2691

Based on comparisons of expert opinions and data provided in open sources, it is noted that in the development of marketing 4.0, the most important are implemented advanced digital technologies that affect business models, deepening consumer orientation, introducing innovations in technology, communications and branding, working with consumer communities and opinion leaders, as well as training and implementation of organizational efforts related to constant updates. Conclusions are drawn about the active implementation of the marketing 4.0 concept in the banking sector and the need for further research of its development directions.
Keywords: marketing 4.0, banks, consumers, digital technologies.

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MARKETING IN TRADE

Methodology for analyzing the activities of the sales department (sales) based on functional-cost analysis
Burganov R.A., Doctor of economics, professor of the department of economics and organization of production, Kazan State Power Engineering University, e-mail: burganov-r@mail.ru
SPIN-code: 1143-027; РИНЦ Author ID: 282224; ORCID: 0000-0002-9957-8472
Shikhalieva E.L., Student of Kazan State Power Engineering University, e-mail: elmira13012002@mail.ru

The paper draws attention to the possibility of using the method of functional cost analysis (hereinafter FCA) to optimize the functionality of the sales department (sales) of a conditional enterprise. In it, on the basis of a hypothetical approach, a fragment of the exogenous and endogenous functions of the department is singled out, which are respectively divided into main and secondary, main and auxiliary, the costs of implementing the functions of the department are determined, and the distribution of costs by the share of functions is shown. The problems associated with the conduct of the FSA at the enterprise are also highlighted. According to the authors, the use of the FSA method in enterprise management will make it possible to seek out new reserves to improve the efficiency of managerial decision-making at any level of management.
Keywords: functional cost analysis, regulation on the department, functions of the sales department, job description, department budgeting.

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2. Buzov P.A., Zhikharev A.G., Matorin S.I. Funktsionalno-stoimostnoi analiz dlia sistemy menedzhmenta kachestva // Nauchnyi rezultat. Ser.: Informatsionnye tekhnologii. – 2022. – T. 7. – № 2. – S. 35–41. – DOI: 10.18413/2518-1092-2022-7-2-0-
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MARKETING COMMUNICATIONS

Corporate social responsibility and development of the brand of a medical organization in Russia
Gabueva L.A., Doctor of Economics, Professor, Director of the Center for Management Training of the Faculty of Management in Medicine and Healthcare, Institute of Sectoral Management, RANEPA, e-mail: gabueva@ranepa.ru
SPIN-code: 7696-0939; Author ID: 568483; ID РИНЦ: 568483; ORCID: 0000-0001-6249-3443
Kozhevina O.V., Doctor of Economics, Lecturer at the Center for Management Training of the Faculty of Management in Medicine and Healthcare, Institute of Sectoral Management, RANEPA; Professor of the Department of Corporate Finance and Corporate Governance of the Financial University under the Government of the Russian Federation, e-mail: ol.kozhevina@gmail.com
SPIN-code: 6696-6538; Author ID: 346023; ID РИНЦ: 346023; Scopus ID: 57190430404; Researcher ID: R-9605-2017; ORCID: 0000-0001-5347-2253

The concept of corporate social responsibility (CSR) is increasingly becoming the subject of study in the field of marketing management. Strengthening the brand, forming a positive image and reputation of the company depends on the level of CSR in the organization. In healthcare, CSR standards are used infrequently in Russian practice, which reduces market and external investment attractiveness. At the same time, the best Russian and foreign experience testifies to the significant benefits of CSR for brand development. The article discusses the content of the concept of CSR regarding its incorporation in a medical organization, with an analysis of the limitations and prospects for implementation. The most illustrative examples of CSR in Russian medical organizations are illustrated, and mechanisms for the transition to the CSR model, including those based on standardization, are proposed.
Keywords: corporate social responsibility (CSR), medical organization, brand management, reputation, value-oriented management, business ethics.

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Brand communication management in the digital society: theory and practice
Kokoreva N.V., PhD (pedagogy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: kokoreva1977@mail.ru
SPIN-code: 8415-6023; Author ID: 347125; ORCID ID: 0000-0001-9603-1116; Researcher ID Web of Science: ААВ-8719-2020
Kryuchkowa G.A., senior lecturer, State University of Management, Moscow, Russia, e-mail: galka.kryuchkowa@yandex.ru
SPIN-code: 6231-0734; Author ID: 1112666; ORCID: 0000-0003-4105-9335
Silina S.A., PhD (economy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: marketinguslug@yandex.ru
SPIN-code: 4209-8592; Author ID: 447021; ORCID ID: 0000-0003-3180-9390; Researcher ID Web of Science: D-2098-2019

The article is devoted to the problem of brand communications management as a way to achieve a competitive advantage of the company based on the involvement of consumers and other stakeholders in the creation of value from joint activities in modern economic conditions.
The authors offer their own interpretation of the term «brand communications» as a system of verbal, visual, behavioral signals, meanings, messages aimed at different audiences (own staff, consumers and other stakeholders) in accordance with the brand strategies, goals and values of the company.
The study identifies the characteristics of modern consumer behavior, taking into account, which proposed solutions for the management of brand communications company in today's digital society.
Keywords: brand communications, values, integrated marketing communications, brand promotion technologies, consumer behavior, sustainable development.

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Caution – provocative advertising
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
(Was): B2325-2015; ORCID ID: 0000-0001-8262-7584

At the moment, when marketing tools are changing so rapidly, when advertising budgets are minimal, it is necessary to focus on advertising that will definitely attract attention and be remembered. In this article, the author suggests considering provocative advertising, which allows you to manage your advertising budget more effectively. The article offers the author's version of the classification of provocative advertising, depending on the influence on the unconscious according to Freud. A comparative analysis of image advertising and provocative advertising is carried out and the effectiveness of the latter is shown.
Keywords: advertising, provocative advertising, marketing, psychology, consumer behavior.

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COMPETITIVENESS

Marketing technologies for increasing profitability of a scalable innovative startup
Azoev G.L., Doctor of Economic Sciences, Head of the Marketing Department, State University of Management, e-mail: gl_azoev@guu.ru
SPIN-code: 2460-6783; Author ID: 155547; Scopus Author ID: 57220961307; Researcher ID (WoS): C-9691-2019; ORCID: 0000-0002-5627-3097
Gorchakova A.L., Master’s student of the Marketing Department, State University of Management, e-mail: al_gorchakova@guu.ru
ORCID: 0009-0009-2508-5550
Kolmyk A.S., Master’s student of the Marketing Department, State University of Management, e-mail: kolmyks@gmail.com
ORCID: 0009-0007-7837-2823

The work was carried out within the framework of the GUU grant (Research No. 1010-23).

In contrast to existing approaches, the proposed marketing formula for scaling the business of an innovative startup is based on the idea of the startup's influence on increasing the capacity of its market, increasing market share and profitability, which allows you to detail and specify the strategic goals and objectives of marketing management with bringing these tasks to specific performers. This idea is detailed in relation to one of the key components of the formula – the profitability of an innovative product. Approaches to its assessment and improvement using cost-saving tools for serial production development and increasing the marginality of the product portfolio are presented. Separately, the issues of increasing profitability when scaling in a digital environment are considered. The proposed solutions are the basis for the development of scaling projects, as well as their filtering for profitability.
Keywords: innovation, startup, scaling, marketing, profitability, savings, product portfolio, marginality, digital sales.

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MARKETING FOR NON-PRODUCTIVE SPHERE

The potential of experiential marketing in the formation of a consumer loyalty program
Mushketova N.S., Doctor of Economics, Professor, Department of Management and Marketing, Volgograd State University, е-mail: nmushketova@yandex.ru
SPIN-cоde: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID: 0000-0002-1778-0926
Maznitsyna O.I., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») Volgograd State University, е-mail: maznitsyna97@mail.ru

The article considers the strategy of empirical marketing on the example of the gaming industry, proves the effectiveness of events and the advantages of the empirical approach in promoting the project at all stages, and analyzes the dynamics of the degree of loyalty. On the example of the video game industry, the elements of marketing of the future and ways of promotion that await other areas in a few years are considered.
Keywords: marketing, experiential marketing, psychology, neuromarketing, gaming industry.

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BRANCH MARKETING

Marketing technologies in strengthening public health in enterprises
Ziganshina Z.R., Candidate of Economics, Associate Professor of the Department of Management in the Social spere IUEF KFU, Associate Professor of the Department of General Hygiene of the KSMU Ministry of Health of the Russian Federation, e-mail: zr_ziganshina@mail.ru
SPIN-code: 8552-0679; Author ID: 627389; Scopus Author ID: 57204888638; Researcher ID (WoS): E-4484-2017; ORCID ID: 0000-0002-5826-6309
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 technologies used in the formation of communication policy in society on issues of strengthening public health. The innovative experience of creating and implementing corporate health promotion programs operating in the Republic of Tatarstan based on the charity organization «Golden Heart» was obtained. The effectiveness of the measures taken to implement the planned programs based on feedback to strengthen public health at the enterprises of the region has been confirmed.
Keywords: marketing, restrictive measures, nudging technology, healthy lifestyle, health, health promotion programs.

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