MARKETING THEORY AND METHODOLOGY

Marketing of innovations: tools and methods
Strizhakova E.N., Doctor of Economics, Professor, Department «Sectoral Economics and 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 «Sectoral Economics and Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru
SPIN-code: 7378-0331; Author ID: 444160

In modern conditions, the implementation of innovative projects is a necessary condition for the successful functioning of almost any enterprise. Entering the market with a fundamentally new, innovative product involves the use of traditional and non-traditional marketing methods. The article reveals the issues of difference between innovation marketing and innovative marketing. Tools are presented that allow the release of an innovative product to the market with maximum efficiency. The possibilities of applying the «blue ocean» strategy in order to find or create a completely new niche and reduce competition to a minimum are shown and analyzed in detail.
Keywords: marketing, innovation, technology, product life cycle.

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Сorporate values transformation factors in modern conditions in the context of the evolution of strategic management
Krasyuk T.N., Ph. D, Expert «Agency for Strategic Initiatives», Associate Professor, National Research University «Higher School of Economics», Russia, St. Petersburg Branch (St. Petersburg, Kantemirovskaya str., 3), e-mail: ya.t-005@yandex.ru
ORCID: 0009-0001-6419-3943; SPIN-code: 5757-1449

Current paper raises the systematization issue of the factors influencing the transformation in the context of strategic marketing management and modern economic trends, such as ecosystems and digitalization. The object of the author's research is the processes of value transformation as a means of strategic management and communication with stakeholders, as well as the result of significant changes in the environment. Particular attention is paid to the evolutionary transition of value-oriented management to the concept of «Values drive business and determine strategy». This evolutionary transition correlates with the evolution of the theory of strategic management. The study raises the question: is the transformation of corporate values a strategic action, a determinant or the result of adaptation, a response in a period of global change? Based on the study, the author comes to the conclusion that the opportunities for strategic development based on the advantages of the value economy in Russian small and medium-sized businesses in most industries are an untapped potential.
Keywords: branding, mission, transformation, corporate values, business model, adaptation, strategy, value-based management.

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MARKETING RESEARCH

Regional Demand for Medicines during the COVID-19 Pandemic
Yarosh O.В., Dr Sc., Professor of Marketing, Trade and Customs Affairs Department of the Institute of Economics and Management V. I. Vernadsky Crimean Federal University, e-mail: arosh.olga.cfu@gmail.com
SPIN-code: 7140-3642; Scopus ID: 57204525592; ORCID: 0001-9663-2528
Velgosh N.Z., PhD, Docent of Marketing, Trade and Customs Affairs Department of the Institute of Economics and Management V. I. Vernadsky Crimean Federal University, e-mail: nvelgosh@mail.ru
SPIN-code: 2839-5690; Scopus ID: 57205238791; ORCID: 0000-0002-0997-9679

The article discusses consumer preferences when purchasing medications during the COVID-19 pandemic. The frequency of pharmacy visits is shown, along with data on average spending and the range of medications purchased for treatment. A problem related to active self-medication among the population is identified, which hinders an accurate assessment of the number of people who have had the virus. Consumer surveys have shown high instability in preferences, a tendency to buy generic substitutes, and a focus on price rather than the composition of the medication when making purchases. Domestic medications are highly regarded and trusted by consumers. The consequences of this infection outbreak on the pharmaceutical market are analyzed. Problems with controlling pandemic activity in the global healthcare system are described.
Keywords:  the COVID-19 pandemic, demand for medicines, healthcare, vaccines.

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The practice of implementing research procedures in design design
Matyushkin V.S., Candidate of Psychological Sciences, Associate Professor of the Department of Management and Marketing, Institute of Business and Design, e-mail: mvase@mail.ru
SPIN-code: 2195-940

In order to identify the features of the introduction of research procedures in Russian design, a study was conducted, a survey of leading Russian designers, design project managers and agency directors was conducted. The relationship between the spheres of design business and the completeness of the implementation of research tools in the design process is revealed. There is also a connection between the size of the business and how obvious the role of preliminary research and prototype testing is for the designer. The larger the level of the respondent we interviewed and the size of his business, the higher the ambition and desire to track the economic efficiency, the life of the product after implementation.
Keywords:  design, consumer research, human-oriented design, customer development, environment design, interior design, industrial design, game design, digital design, communication design.

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Research of the commodity market and consumer preferences when selecting cosmetic products based on therapeutic mud
Gutnikova O.N., Candidate of Economics, Associate Professor of the Department of Marketing, Trade and Customs Affairs, Institute of Economics and Management, Federal State Autonomous
Educational Institution of Higher Education «CFU IN AND. Vernadsky», Simferopol, Republic of Crimea, e-mail: vechirko15@mail.ru
ORCID: 0000-0003-2030-4178; SPIN (РИНЦ): 3898-5181

The purpose of the article was to study the state of the Crimean market of cosmetic products based on therapeutic mud, its development trends under the influence of sanctions restrictions on the supply of foreign cosmetics, as well as the availability of a resource base in the region. For the purposes of the study, statistical and sociological methods for assessing the state of the commodity market and consumer preferences are implemented. On the basis of the study, statistical data on the state of the market of cosmetic products in the country and the region are summarized, consumer preferences are determined when choosing cosmetics based on therapeutic mud. For the first time, the resource potential of the Republic of Crimea and the state of production in relation to cosmetic products, which include local therapeutic mud, are analyzed, a unique product offer of Crimean manufacturers in the direction of natural organic cosmetics is determined. The results of the study are of interest to entrepreneurs and investors specializing in the production and marketing of cosmetic products, as well as for Crimean manufacturers in relation to the formation of the range of products, taking into account consumer preferences.
Keywords: cosmetic products, commodity market, therapeutic mud, consumer preferences.

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MARKETING COMMUNICATIONS

Life cycle oriented communication campaign of a social project
Loginova Y.V., candidate of economic science; senior lector of Department of mass communications and mediabusiness, Financial University, executive director, ANO PSP «Laboratory of Social Development», e-mail: jul.cool@mail.ru
SPIN-code: 2212-5449; Author ID: 714606; ORCID: 0000-0002-8854-5886

The article is considered to the planning and implementation of a communication campaign on the example of one social project. The features of communications with key stakeholders within the framework of a communication campaign are considered. Taking into account the life cycle of the project, the essential aspects of the communication campaign are presented.
Keywords: social project, communication campaign, promotion, fundraising, communications, stakeholders, case study.

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15. Artemeva T.V., Tulchinskii G.L. Fandreizing: privlechenie sredstv na proekty i programmy v sfere kultury i obrazovaniia. – SPb.: Izd-vo «Lan»; Izd-vo «PLANETA MUZYKI», 2010. – 286 s.
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Analysis of communicative policy in marketing promotion of city special events
Shaybakova L.F., Professor of the Department of Competition Law and Antimonopoly Regulation of Ural State University of Economics, Yekaterinburg, Russia, e-mail: econlaw@mail.ru
ORCID: 0000-0003-1338-1386; SPIN-code: 2112-5682
Shelginskaya V.A., Postagradute of the Department of Personnel Management and Sociology of Ural Institute of Management – a branch of Russian Presidential Academy of National Economy and Public Administration, Yekaterinburg, Russia, e-mail: victoria.shelg@yandex.ru
ORCID: 0000-0002-5075-5984; SPIN-code: 5509-3246

Information and happening overload of modern world forces to seek for ways to interact with social groups that would connect the required information with the fact of reality, stimulating the formation of socially approved values or behavioral stereotypes. This is most acute in the field of implementation of socio-cultureal city events which actualizes the search for ways to improve the communicative effectiveness, linking it with social network communication into an integrated system. The purpose is to assess the compliance of the communication strategy in event-management using the information audit method. Correspondence between the indicators of party's communication policy was established, the stages requiring adjustment were identified, the features of implementation of the network communication strategy were analyzed and characterized. Factors that increase the uncertainty of achieving the target result includes: audience’ qualitative characteristics as a source of subjective impact and interpretation of information, plus the nature of its activity as a catalyst for an emotional reaction. Concluded that network communities that are formed around events have a qualitative originality, so it is expedient to take into account self-organizing properties and influences. Accordingly, thus causes the inclusion of elements of social technologies in the communication process when accompanying an event in order to reduce the degree of uncertainty that increases with the recognition of self-organizing properties.
Keywords: festival, consumer behavior, leisure preferences, social networks, social technologies, integrative marketing communications.

Sources
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BRANCH MARKETING

Аlgorithm for developing a product naming for the biologically active additives
Zuenkova Yu.A., doctor of business administration, PhD, Marketing Guild union member, assistant professor, department of marketing and sport business, Financial University under the Government of the Russian Federation 49/2, Leningradsky avenue, Moscow, 125167, e-mail: zuenkova@bk.ru
Scopus ID: 57223995388; ORCID: 0000-0002-3660-0476; ORCID: orcid.org/0000-0002-3660-0476
Grineva M.D., Marketing Guild Union member, marketing manager IP Grineva M.D., е-mail: grinevamari@gmail.com
ORCID: 0000-0001-7373-2817
Syrovegina A.V., marketing manager IP Grineva M. D., е-mail: annasyrovegina@mail.ru

The Russian pharmaceutical market of biologically active additives is one of the most competitive. In monetary the share of domestic products remains lower than foreign analogues. One of the reasons for the low demand for Russian biologically active additives is weak marketing and branding. The article reveals the value of marketing research for biologically active additives. The authors show an algorithm for developing the name of a domestic product on the example of biologically active additives, describe in detail and analyze the consumer preferences of the Russian audience in relation to dietary supplements.
Keywords: branding, biologically active additives, naming, pharmaceutical industry.

Sources
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3. Savin D.N. Developing a new product development & launch process. Case: pharmaceutical market. Strategic decisions and risk management. 2018; (2): 50–61. doi.org/10.17747/2078-8886-2018-2-50-61
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Elaboration of the service company development strategy based on market analysis
Kuznetsova M.V., PhD philosophy, associate professor of the department of economics, Nosov Magnitogorsk state technical university, e-mail: wj27@mail.ru
SPIN-code: 4742-5382; Author ID: 645341; Scopus Author ID: 57189027027; ORCID: 0000-0003-0774-7441; Researcher ID: AAB-1686-2022
Zinovyeva E.G., PhD philosophy, associate professor state municipal administration and personnel management, Nosov Magnitogorsk state technical university, e-mail: ekaterina_7707@mail.ru
SPIN-code: 4664-1431; Author ID: 327306; Scopus Author ID: 56820272100; ORCID: 0000-0001-7364-4948; Researcher ID: С-4986-2016
Limarev P.V., PhD economic, associated professor in management and innovation department, Financial University under the Government of the Russian Federation, e-mail: pvlimarev@fa.ru
SPIN-code: 9840-1956; Author ID: 714495; Scopus Author ID: 56820242500; ORCID: 0000-0002-2465-1823; Researcher ID: Q-8818-2018

When choosing a strategy in market conditions, it is necessary to focus on maximizing the strengthening of the company's strengths and neutralizing weaknesses with the available favorable external opportunities. The algorithm for developing such a strategy should include such stages as segmentation of consumers of services, selection of strategy and positioning of services, marketing analysis of the company's services. This approach ensures the identification of the necessary priorities in the creation of a program of strategic actions to strengthen the position of the enterprise.          
Keywords: strategy, segmentation, positioning, marketing analysis.

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MARKETING ABROAD

Development of franchise relations in the USA and Canada: common and distinctive features
Panyukova V.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of «Trade and Trade Regulation», MGIMO Federal State Educational Institution of the Ministry of Foreign Affairs of Russia, e-mail: v.v.panyukova@inno.mgimo.ru
SPIN-code: 3946-2269; Author ID: 208063; Scopus ID: 57202465248; ORCID: 0000-0002-0280-6564

The author conducted a comparative analysis of the American and Canadian franchise industries. The article analyzes the 2023 Franchise 500 rating, draws conclusions about the organizational, legal and financial conditions of franchise relations at the present stage. Special attention is paid to the sectoral development of franchising in the USA. The states in which franchising has become most widespread are identified. The author comes to the conclusion that franchising is still popular in such sectors as public catering, retailing, and services. It is noted that the main factors influencing the development of franchising in North America are the development of digital technologies, the specifics of organizational and economic relations in the post-covid period, and the continued migration of the US population to the West and South of the country. The directions of further study of franchising in the USA and Canada are
determined.
Keywords:  franchising, franchise system, franchise ranking, USA, Canada.

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MARKETS: STATE AND DEVELOPMENT

Development of the regional construction materials market in the context of economic transformation
Novikova K.V., Doctor of Economics, Professor Department of Management, Marketing and Commerce, Perm State University, Perm, e-mail: marketing.psu@yandex.ru
Scopus ID: 55933774500; ORCID: 0000-0001-6289-5805; SPIN-code: 4508-4121; Author ID: 417485
Dicheskul O.A., Master's student of the direction «Advertising and public Relations» of the 2nd year of study, Moscow Financial and Industrial University «Synergy»,  е-mail: olenkasonne@yandex.ru
Oshepkova E.D., Head of the pricing and promo sector of Big Family LLC, e-mail: marketing.psu@yandex.ru
SPIN-code: 3063-4273

The construction materials market has been one of the most dynamic in recent years. Since the beginning of 2021, there has been a sharp increase in demand for building materials due to a forced change in the pattern of behavior. The pandemic provoked a shift in the focus of people's attention to the improvement of their everyday life, a new workplace. Simultaneously with the demand, prices for building materials have increased. Despite the sharp decline in demand at the beginning of 2022, which was provoked by political factors, the situation stabilized in the second half. The sanctions imposed and the reduction in the supply of foreign producers had virtually no effect on the structure of demand – most consumers switched to Russian-made goods. The article considers the factors that influenced the change in the market of building materials on the example of production and consumption of cement products.
Keywords: construction, building materials, pandemic, economic transformation, consumption, cement, import substitution, state support.

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13. Obieemy potrebleniia osnovnykh vidov stroitelnykh materialov na dushu naseleniia v Rossiiskoi Federatsii v period do 2030 goda [Elektronnyi resurs]. – Rezhim dostupa: consultant.ru/document/cons_doc_LAW_144190/c591369a5bffd9f37a77bf770075db7f025b27b9/ (data obrashcheniia: 11.04.2023).