MARKETING THEORY AND METHODOLOGY

Digital technologies and devices in exhibition marketing and exhibition services marketing
Simonov K.V., Cand. Sci. (Econ.), МВА, associate professor of Department of Marketing of Faculty of Economics of Lomonosov Moscow State University, e-mail: kirill.simonov.msu@yandex.ru
SPIN-code: 4525-8205; Scopus Author ID: 36729929600; ORCID ID: 0000-0002-8171-3787

Six promising digital technological areas for use in marketing at trade shows are considered: chat bots, Internet of things, service robots, big data, hybrid reality, high-speed mobile Internet connection. Using empirical research, it has been established which of them should be primarily relied on by exhibitor marketers and which are more relevant for trade show organizers. Competitive threats posed by digital technologies for trade shows as platforms for marketing business communication are identified.
Keywords:  trade show, trade fair, marketing, digital technologies.

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Typology of tools for promoting innovative projects in social networks
Popov E.V., Doctor of Sciences (Econ.), corresponding member of RAS, director of the Centre for socio-economical investigations, Ural Institute of Management, RANEPA, e-mail: epopov@mail.ru
SPIN-code: 9980-7417; Author ID (Scopus): 24822113400; ID РИНЦ: 44798; ORCID: 0000-0002-5513-5020; Research ID (WoS): H-3358-2015
Semyahkov K.F., Candidate of Sciences (Econ.), senior researcher, Institute of Economics, Ural Branch of RAS, e-mail: k.semyachkov@mail.ru
SPIN-code: 3304-0614; ID РИНЦ: 937236; ORCID: 0000-0003-0998-0183; Research ID (WoS): F-6974-2017
Dubik S.V., trainee researcher, Ural Institute of Management, RANEPA, e-mail: dubik_sveta@mail.ru

The study was carried out as part of a state assignment for the Institute of Economics of the Ural Branch of the Russian Academy of Sciences.

The analysis of the results of the published studies shows that there is a problem with the lack of a systematic approach for the use of various tools for promoting innovative projects in social networks. The purpose of this study is to systematize data for the development of a typology of project promotion tools in social networks. The object of this study is social networks, the subject of the study is socio–economic relations for the promotion of innovative projects. Information base – scientific articles on this topic indexed in the RSCI database for 2015–2023. As a result of the conducted research, the tools for promoting projects in social networks are systematized by the type and essence of the use of tools with practical examples of their use. The results obtained are grouped into three functional groups: to attract a new target audience, to attract the attention of an existing target audience and to ensure interaction with the target audience. The author's algorithm for the successful implementation of a specific marketing strategy in social networks based on the use of modern promotion tools is presented. The scientific novelty of the results obtained lies in the systematization of the types of project promotion tools in social networks, complementing existing approaches both in the promotion of goods and services and in sets of
modern Internet marketing tools.
Keywords: marketing tools, project promotion, social network, typology, target audience.

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CLV prediction for a large automobile manufacturer: A methodological analysis
Ryasova A. G., Bachelor of the Faculty of Economic and Social Sciences Russian Academy of National Economy and the State Service under the President of the Russian Federation, Moscow, e-mail: sasha.ryasova@gmail.com
Slobodinskiy Yu.A., Marketing Director of BMW Rusland Trading LLC, e-mail: Yaslobodinskiy@gmail.com
Itsakov E. D., Ph. D. in Economics, Head of Management and Entrepreneurship Department of the Faculty of Economic and Social Sciences at Russian Academy of National Economy and Public Administration under the President of Russian Federation, Moscow,  e-mail: itsakov-ed@ranepa.ru
SPIN-code: 6991-0282; Author ID: 2551202; Researcher ID: 680968

This study analyzes methods for forecasting Customer Lifetime Value (CLV) in the context of the automotive industry, focusing on data from a major German manufacturer. The article underscores the complexity of this task, driven by dynamic customer behavior and the diversity of CLV assessment methods, such as computations with use of RFM analysis and machine learning models. Key findings include the identification of effective CLV assessment methods and the recognition of the Decision Tree family, Random Forest, and Gradient Boosting as the most effective in the context of this study. However, it also highlights the need for further research to enhance CLV forecasting accuracy.
Keywords: Customer Lifetime Value (CLV), customer segmentation, marginal income, customer acquisition cost (CAC), car market.

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Comparative analysis of brand formation and management models
Arzhanova K.A., PhD in psychology, associate Professor of the Department of Advertising and PR, State University of Management, e-mail: ka_arzhanova@guu.ru
SPIN-code: 1107-8360; Author ID: 1049964; Scopus Author ID: 57219991016; Researcher ID (WoS): AAD-5909–2021; ORCID ID: 0000-0002-9785-5069

It is impossible to create a competitive organization without forming its brand. The brand of an organization is based on the concept of identity. The author examines the concept of brand identity, describes the specifics of identity. The result of a comparative analysis of brand identity models is presented. In particular, two groups of models are considered – models of formation and models of brand management. Based on the results of the analysis, the basic components of the brand were identified, on which the brand of any organization is based. These include brand values, its personality, attributes and benefits that the brand offers. Future research in this direction may be related to the definition of the remaining constituent elements, their structuring. They may also be related to the consideration of brand elements in relation to the sphere in which the organization operates – trade, tourism, education, etc. The obtained research results can be used in the elaboration of an organization's brand in the case of brand formation or management.
Keywords: brand, brand models, brand identity, brand management, brand formation, brand perception,
loyalty.

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MARKETING RESEARCH

Consumer choice in business education: information channels and characteristics of the educational product (based on research results)
Danchenok L.A., Doctor of science, professor (Ph.D), Dean of the Faculty of Additional Professional Education Plekhanov Russian university of economics, Member of Marketing guild, e-mail: Danchenok.LA@rea.ru
SPIN-code: 6026-7621; Author ID: 308465; ORCID: 0000-0002-1987-5283
Kulakova E.Yu., Candidate of the Department of Marketing Plekhanov Russian University of Economics, e-mail: Kulakova.EY@rea.ru
SPIN-code: 7680-4206; Author ID: 742547; ORCID: 0000-0003-2897-2170

An analysis of the approaches of educational organizations to the formation of business education (BE) marketing showed the need to develop the theory and practice of marketing promotion in the direction of adaptation to industry specifics and modern conditions of the digital society. Marketing of educational services in the field of education, as well as marketing of services in general, experiences problems associated with restrictions on the impact of tools for stimulating demand, since the consumer does not have the opportunity to check the quality of the educational product at the time of its selection. Therefore, an adapted set of tools for promoting BC programs and the selection of priority information channels are of particular importance. The article examines the characteristics of consumer behavior associated with different perceptions of the attributes of BE/university programs in modern promotion channels, taking into account the capabilities of the modern information space.
Keywords: business education (BE), consumer choice, information society, promotion, marketing strategy.

Sources
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PRICING

Method for forecasting an equival price of a commercial electric vehicle according to the criteria economic efficiency
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 Department of Applied Fluid Mechanics, Ufa University of Science and Technology, e-mail: faskhiev@mail.ru
SPIN-code: 8217-2985; Author ID: 459618; ID РИНЦ: 459618

Methods have been developed for assessing economic efficiency and forecasting an equally favorable price based on the criterion of economic efficiency for the consumer of a new industrial product. Approbation of the methods was carried out on the example of comparative calculations of a gasoline and electric Largus commercial vehicle. The choice of objects of comparison is due to the fact that as prices decrease and the specific indicators of batteries improve, the pace of electromobilization increases and spreads to the segment of commercial vehicles. Using the example of a Lada Largus pickup truck, based on the proposed method for evaluating economic efficiency, it is shown that a light truck on electric traction is more economically profitable than its gasoline counterpart over its service life. According to the developed method, the competitive price of the e-Largus commercial electric vehicle was determined, which provides it with economic efficiency no worse than its gasoline counterpart.
Keywords: automobile, electric vehicle, light truck, battery, economic efficiency, net present value, total cost of ownership, competitive price.

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MARKETING COMMUNICATIONS

Features of the classification of influencers in the influence marketing system
Fedorova S.V., Senior Lecturer of the Department of Management and Marketing, Volgograd State University, е-mail: fedorovasv@volsu.ru
SPIN-code: 5453-2760; Author ID: 749650; Researcher ID (WoS): HOF-6588-2023; ORCID ID: 0000-0002-9347-5931
Tkachev V.V., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») Volgograd State University, е-mail: evilarya@yandex.ru
SPIN-code: 6336-2676; Author ID: 1185522; Researcher ID (WoS): HOC-1763-2023; ORCID ID: 0009-0007-1243-0306

The article discusses the main approaches to the identification and classification of influencers. Based on the analysis of definitions in the scientific literature, as well as examples of Russian and foreign practice of influencer marketing, the authors formulated the basic general features of influencers, synthesized the author's definition, identified the types of subjects of influence, and also proposed their detailed lassification based on particular criteria.
Keywords: influencer, opinion leader, blogger, brand ambassador, influence marketing, native advertising, social networks, expert, advertising integrations translation.

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10. Zinoveva E.V., Kuznetsova E.A. Otnoshenie liudei k gendernym ustanovkam, transliruemym liderami mnenii v russkoiazychnom segmente seti YouTube [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/otnoshenie-molodyh-lyudey-k-gendernym-ustanovkam-transliruemym-liderami-mneniy-v-russkoyazychnom-segmente-sotsialnoy-seti-youtube (data obrashcheniia: 26.10.2023).
11. Kaziaba V.V. Verbalnaia samoprezentatsiia nemetskoiazychnykh infliuenserov v Instagram [Instagram prinadlezhit kompanii Meta, priznannoi ekstremistskoi organizatsiei i zapreshchennoi v RF] [Elektronnyi resurs]. URL: elibrary.ru/item.asp?id=39252201 (data obrashcheniia: 26.10.2023).
12. Kislitsyna A.A. Marketing vliianiia v sovremennykh politicheskikh kampaniiakh // Obshchestvo: politika, ekonomika, pravo. – 2019. – № 8 (73). – S. 54–58.
13. Kupriianova D.O. Infliuensery i ikh vozmozhnoe vliianie na prodvizhenie turistskikh destinatsii Rossiiskoi Federatsii [Elektronnyi resurs]. URL: elibrary.ru/item.asp?id=42429294 (data obrashcheniia: 26.10.2023).
14. Saveleva E.V. Rynok Influence-marketinga v Rossii: ekosistema, osnovnye igroki, metriki [Elektronnyi resurs]. URL: elibrary.ru/item.asp?id=42541730 (data obrashcheniia: 26.10.2023).
15. Sergienko E.S. Upravlenie marketingovymi kommunikatsiiami: razrabotka kompleksa po formirovaniiu loialnosti i motivatsii potrebitelei // Vestnik Iuzh.-Ural. gos. un-ta. Seriia: Ekonomika i menedzhment. – 2018. – T. 12. – № 3. – S. 140–148.
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22.  Brendy i ambassadory: luchshie kollaboratsii v 2022 godu [Elektronnyi resurs]. URL: vc.ru/marketing/498441-brendy-i-ambassadory-luchshie-kollaboracii-v-2022-godu (data obrashcheniia: 26.10.2023).
23.  This AI influen cer charges over $10,000 per Instagram [Instagram prinadlezhit kompanii Meta, priznannoi ekstremistskoi organizatsiei i zapreshchennoi v RF] post and has an 8-figure net worth [Elektronnyi resurs]. URL: supercarblondie.com/ai-influencer-lil-miquela/ (data obrashcheniia: 26.10.2023).
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MARKETING FOR NON-PRODUCTIVE SPHERE

The role of website in customer experience management of hotel service consumers
Svishcheva М.А., Master’s degree student, Marketing program, Faculty of Economics, Moscow State University, Moscow, Russia, e-mail: mariia_sv@mail.ru

In recent years, the hotel website has taken a dominant position among existing sales channels in the hospitality industry. The problem of this research is the need to review the role of the hotel website in the CX management system in the context of the suspension of work in Russia of global online travel agencies (OTA) and, as a result, changes in the behavioral patterns of consumers. The website is the main means of communication between the client and the hotel, so it requires special attention. This article discusses the factors that affect CX of countryside hotel guests when using their websites. Also developed are practical recommendations for managing CX that will be useful for hotel management.
Keywords: customer experience, hotel website, hospitality industry, consumer preference.

Sources
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MARKETING IN TRADE

Implementation customer routing methods in the store
Kozlov A.A., MА student of the department of system analysis and logistics, St. Petersburg State University of Aerospace Instrumentation, e-mail: kozlov.artiom@yandex.ru
SPIN-code: 8808-5909; Author ID: 1212882; Researcher ID (WoS): JEF-3205-2023; ORCID ID: 0009-0004-4608-6257
Andronov S.A., candidate of technical sciences, associate professor of the department of system analysis and logistics, St. Petersburg State University of Aerospace Instrumentation, e-mail: andronov_00@mail.ru
SPIN-code: 2925-8364; Author ID: 1212708; Researcher ID (WoS): JEF-5848-2023; ORCID ID: 0000-0002-5438-3751

The article proposes two methods of placing goods in the store, where the cost of the shopper's route in the shopping process is used as an efficiency criterion. The first method is based on the difference in the number of purchases made and involves the use of alternating popular and unpopular products in order to attract the attention of the buyer to the latter. The second method is based on maximizing the cost of the route taking into account the association link in order to increase interest in each product and increase the probability of double selections. An ant colony algorithm is used to obtain routes. The cost of the buyer's route was used to compare the effectiveness of the methods of placing goods. To compare the effectiveness of the methods of placing goods, the cost of the buyer's route was used. The article provides a numerical example, which shows that the use of the method based on popular products leads to losses in the cost of the route by an average of 80.5% relative to the method based on association rules. The application of the association rules method increases the average cross-merchandising coefficient between neighboring products by using a route optimized in such a way that the sum of these coefficients between neighboring products is maximal. In the example, the use of the popular products method leads to cross-merchandising coefficient losses of up to 72.2% on average compared to the association rules method. Support for double selection of goods – up to 15.8% on average.
Keywords: Marketing, routing, ant colony, commerce, transaction analysis, association rules, cross-selling, Loginom.

Sources
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LEGAL ISSUES OF MARKETING

«Consumering» Versus «Marketing» – Anglicisms in Russian Economic Science
Sekerin V.D., Doctor of Economics, Professor, Head of the Department of Branding and Visual Communications, Russian State University for the Humanities, e-mail: bcintermarket@yandex.ru
ORCID: 0000-0002-2803-3651; Author ID: 432006; Scopus Author ID: 56088643300; Researcher ID: C-7426-2014
Gorokhova A.E., Doctor of Economics, Associate Professor, Professor of the Department of Branding and Visual Communications, Russian State University for the Humanities, e-mail: agor80@yandex.ru
ORCID: 0000-0002-5820-1687; Author ID: 545124; Scopus Author ID: 57021882400; Researcher ID: I-1733-2017

On February 28, 2023, Federal Law No. 52-FZ «On Amending the Federal Law» On the State Language of the Russian Federation «came into force, which is aimed at protecting the Russian language from excessive use of foreign words, with the exception of those that do not have common analogues in Russian. Any language is always subject to changes under the influence of other languages, and words can also acquire a more relevant new flush. The problem arises when foreign words begin to take over the Russian language, replacing equivalent Russian words. In this article, we consider the feasibility of using some borrowed words in the field of marketing activities that are not contained in the regulatory dictionaries of the Russian language.
Keywords:  marketing, marketing terms, anglicisms, Russian language, Federal Law «On the State Language of the Russian Federation».

Sources
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