MARKETING RESEARCH

Marketing research of consumer behavior at the stages of choosing an educational product in the field of additional education
Danchenok L.A., Doctor of Economic Sciences, Professor, Professor at the Department of Marketing, Plekhanov Russian University of Economics, e-mail: Danchenok.LA@rea.ru
SPIN-code: 6026-7621; ID РИНЦ: 308465; Scopus ID: 36679766200; ORCID: 0000-0002-1987-528
Grosheva Yu.V., Assistant Professor at the Department of Marketing, Plekhanov Russian University of Economics, e-mail: Grosheva.YuV@rea.ru
SPIN-code: 1529-8852; ID РИНЦ: 972136; Scopus ID: 57203541652; ORCID: 0000-0003-0780-3909
The article is devoted to the study of consumer behavior at the stage of choosing and evaluating the consumer value of an educational product in the field of additional professional education. The results of the study will contribute to improving the marketing activities of educational organizations to form a relevant market offer, considering the specifics of multifactorial conditions that influence the formation of learning needs and behavioral characteristics of various target segments.
Keywords: marketing research, consumer behavior, modeling of consumer behavior, consumer value of an educational product, the target audience of additional professional education.

Sources
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2. Tultaev T.A., Grosheva Iu.V. Issledovanie potrebitelskikh predpochtenii na rynke dopolnitelnogo professionalnogo obrazovaniia v usloviiakh pandemii // Marketing v Rossii i za rubezhom. – 2021. – № 3.
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4. Danchenok L.A., Grosheva Iu.V. Modelirovanie povedeniia potrebitelei kak instrument povysheniia relevantnosti predlozheniia v sfere dopolnitelnogo professionalnogo obrazovaniia. Aktualnye voprosy razvitiia marketinga: opyt, tendentsii, innovatsii: monografiia / kol. avt. – M.: RUSAINS, 2021. – 342 s.

Application of quality scoring technique of the advertising environment for the commercial enterprise
Malinina O.Yu., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Logistics and Management of Water Transport Enterprises, Don State Technical University, e-mail: olya.rudakowa2011@yandex.ru
SPIN-code: 1487-7010; Author ID: 733730; Scopus Author ID: 57195719116; Researcher ID (WoS): AAI-6658-2021; ORCID ID: 0000-0002-5352-2350

In this article, the author assesses the market conditions for water transport enterprises in the Rostov region, determines market indicators that characterize the market situation, and identifies market leaders and their main shares.
Keywords: market conditions, water transport enterprises, competitors, market capacity, market share.

Sources
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3. Egorova S.E., Kistaeva N.N. Sravnitelnyi analiz metodov otsenki emkosti rynka // Vestnik Pskov. gos. un-ta. Ser.: Ekonomika. Pravo. Upravlenie. – 2018. – № 7 [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/sravnitelnyy-analiz-metodov-otsenki-emkosti-rynka (data obrashcheniia: 05.02.2024).
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Consumer perception of advertising materials involving virtual influencers: neuromarketing study
Kochergina B.K., Master of Management, Faculty of Economics, Lomonosov Moscow State University, e-mail: briggi2@mail.ru
ORCID: 0009-0005-3078-9350
Pakhalov A.M., Research Fellow, Member of the governing council of the Marketing master's program, Faculty of Economics, Lomonosov Moscow State University, e-mail: pakhalov@gmail.com
SPIN-code: 9232-3814; AuthorID: 842902; Scopus ID: 57188992956; Researcher ID (WoS): M-2017-2017; ORCID: 0000-0002-4592-8190

The article explores the specificity of consumer perception of social media advertising with the participation of virtual influencers. The research design is based on neuromarketing methods (including eye-tracking, photoplethysmography, and galvanic skin response) with subsequent short interviews with the respondents. The results show that respondents more often experience negative emotions in advertising materials with virtual influencers compared to similar materials with real influencers, and this difference is more clearly observed in the self-reported data in comparison with the psychophysiological data . The use of virtual influencers does not affect the advertised brand's memorability, and purchase intention towards the brand’s products.
Keywords: virtual influencers, consumer perception, social media advertising, neuromarketing study.

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MARKETING COMMUNICATIONS

Problems of integrated marketing communications management in the modern impressions economy
Mushketova N.S., Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Volgograd State University, e-mail: nmushketova@yandex.ru
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID: 0000-0002-1778-0926
Maksimovskikh V.S., Postgraduate student of the Department of Management and Marketing, the Volgograd State University, General Director of DA «PANDA» LLC, e-mail: Maksimovskihvlg34@yandex.ru
Researcher ID: rid48880; ID Web of Science: HPG-5381-2023; ORCID ID: 0009-0001-7582-6582

The article examines the traditional approach to managing integrated marketing communications in a new context, since now customers seek primarily an exciting and exciting experience, and not just looking for goods or services, thus transforming the usefulness of the product, increasing or decreasing its value under the influence of emotions during the stages of making a purchase decision. The purpose of the study is to develop an algorithm for generating positive impressions and motivating consumers with modern promotion tools based on the results of an analysis of the problems faced by companies in managing integrated marketing communications in a modern impression-based economy. The novelty of the article lies in clarifying and optimizing communication strategies in order to solve the problems of the impression economy by various companies. As a result, the authors formulated the features of the modern approach to the management of integrated.
Keywords: integrated marketing communications, impression economy, target audience, consumer engagement, social networks.

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MARKETING ORGANISATION

Marketing of digital ecosystems
Razumova S.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Business and Management, Institute of Entrepreneurship, e-mail: swrasum@yandex.ru
SPIN-code: 1699-3301; ORCID: 0000-0002-6918-8510

The article addresses the concept, components, and types of digital ecosystems, along with the features of applying client-centric approaches and innovative initiatives. The advantages and risks of developing digital ecosystems, as well as the functional features and subsystems of platform ecosystems, are discussed. Special attention is paid to marketing of digital ecosystems. The author has developed a business model for digital ecosystems. Conclusions about directions and features of building marketing, realization of its individual functions are made.
Keywords: digital platform, digital ecosystem, digital product, digital ecosystem marketing, business model of digital ecosystem.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Integral approach to business process management of hospitality industry enterprises on the basis of marketing analytics
Goncharova I.V., Ph. D. (Econ.), Associate Professor, Head of the Department of Management in the Hospitality Industry of the Faculty of Hospitality, Institute of Industry Management of the
Presidential Academy (RANEPA), e-mail: goncharova-iv@ranepa.ru
SPIN-code: 8310-6109; Author ID: 888477
Komarov G.A., Postgraduate student of the Department of Management in the Hospitality Industry, specialist of the Faculty of Hospitality, Institute of Industry Management of the Presidential Academy (RANEPA), e-mail: komarov-ga@ranepa.ru
SPIN-code: 1047-4116; Author ID: 1194870

The hospitality industry is one of the dynamically developing sectors of the economy. The article presents the author's approach to the structure of the hospitality industry, reflecting its intersectoral nature. Marketing analytics acts as a key element of the modern management system of hospitality industry enterprises. The authors substantiate the expediency of using marketing analytics as a tool for optimizing business processes of operational activity. The model proposed in the article reflects an integral approach to the management of business processes of operating activity on the basis of marketing analytics.
Keywords: hospitality industry, marketing analytics, marketing metrics, business processes.

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Marketing of staff at universities: relevance of the application, key metrics
Bondarenko V. A., doctor of Economics, 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
Voronov A. A., Doctor of Economics, Associate Professor, Professor of the Department of Management and Marketing of Belgorod State Scientific Research University,
e-mail: a.voronov@mail.ru
SPIN-code: 2984-8833; Author ID: 643548; Scopus Author ID: 58625830800; ORCID: 0000-0001-8505-7345
Astakhin A. S., Candidate of Economic Sciences, Candidate of the degree of Doctor of Economics, Department of Management and Marketing, Belgorod State Scientific Research University, e-mail: aastaxin@yandex.ru
SPIN-code: 8261-1964; Author ID: 880934; Scopus Author ID: 57216923052; ORCID: 0000-0002-4828-1070

The article examines the issues of the relevance of personnel marketing in the work of universities in Russia in the current situation. The characteristics and key approaches and metrics of personnel marketing are analyzed, as well as options for evaluating employee performance, taking into account foreign experience and domestic realities. Conclusions are drawn about the insufficient implementation of personnel marketing practices in domestic universities, as well as the need to change this practice based on the adoption of this concept by university management and the clear relationship of marketing HR activity with the target model of a particular university and the content of its development program.
Keywords: personnel marketing, universities, employees, development program, efficiency assessment.

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MARKETING IN TRADE

Neuromerchandising as a new look at the problem of improving the efficiency of trading activities
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, Leading Researcher at the «Laboratory of Neuromarketing and Behavioral Economic», e-mail: nkalkova@yandex.ru
SPIN-code: 8803-9143; Author ID: 786073; ORCID ID: 0000-0002-7339-9935

In conditions of high competition between retail retailers on the one hand and a decrease in purchasing power on the other, retailers should evaluate the effectiveness of merchandising tools more realistically in order to improve financial performance and increase sales. The assortment saturation of the market has led to increased attention of retail retailers to attracting and retaining customers in the trading floor and assessing their consumer behavior. With the advent of new technologies and the development of neuromarketing, it has become possible to assess consumers' reactions to merchandising incentives. As a result, the article presents the author's vision of the concept of «neuromerchandising» and suggests considering a separate direction, which will make it possible to explore hidden cognitive reactions, and expand the boundaries of understanding consumer behavior in the trading floor.
Keywords: marketing, merchandising, neuromarketing, neuromerchandising, trade retail.

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MARKETS: STATE AND DEVELOPMENT

Martech market development: modern approaches. Trends and features in the Chinese economy
Gerasimenko V.V., Doctor of Economic Sciences, Professor, Head of the Marketing Department, Faculty of Economics Lomonosov Moscow State University, e-mail: gerasimenkovv@my.msu.ru
IstinaResearcher ID (IRID): 929735; Scopus Author ID: 57193995004; ORCID: 0000-0002-9020-6496; SPIN-code: 6293-1412
Zhu Ningya, PhD student of the Marketing Department, Faculty of Economics Lomonosov Moscow State University, e-mail: zhuningya@gmail.com

This study is an analysis of the current processes of formation of the marketing technology market (Martech), approaches to its study in the scientific literature and features of its development in China. It characterizes the Martech market, its product segments, size and growth rate in China. The aim of the research is to study the development trends of the Martech market and the specifics of the Chinese market. The practical significance of the author's research lies in the fact that its results provide new data on the Martech market in China, and contribute to the understanding of its characteristics and prospects.
Keywords: marketing technology, Martech, marketing, China, data management.

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Market for mayonnaise products of the Republic of Crimea: assessment of the condition, analysis of prospects
Gutnikova O.N., Ph. D. in Economics, Associate Professor of the Department of Marketing, Trade and Customs Affairs of the Institute of Economics and Management of the Federal State Budgetary Educational Institution of Higher Education named after V. I. Vernadsky, Simferopol, Republic of Crimea, e-mail: vechirko15@mail.ru
SPIN-code: 3898-5181; ORCID: 0000-0003-2030-4178
Eredzhepova Z.Zh., undergraduate student, field of study 380406 «Trade business» of the Institute of Economics  and Management of the Federal State Budgetary Educational Institution of Higher Education named after V. I. Vernadsky, Simferopol, Republic of Crimea, e-mail: dere2001@list.ru

The purpose of the article was to study the state of the market for mayonnaise products in the Republic of Crimea, determine the competitive environment, identify potential leaders, and diagnose local production. For the purposes of the study, statistical, sociological and expert analysis methods were used. Based on the results of the analysis, statistical information was summarized, trend models for the development of the market for mayonnaise products were constructed, Crimean producers were identified, and the representation of their products in the regional trading network was assessed. The novelty of the study was the formation of an expert assessment of the prospects for the development of mayonnaise production in Crimea from the position of determining the resource potential. Based on the study, a justification is given for the capabilities of the region’s resource base in ensuring the cost-effective operation of enterprises in the oil and fat industry. The directions for the development of the production of mayonnaise products in the Republic of Crimea have been established, and the existing unique offer has been reviewed. The results of the study are of interest to manufacturers of oil and fat products, as well as entrepreneurs specializing in the promotion and sale of products in this group.
Keywords: mayonnaise products, mayonnaise, product market, competitive advantages, oil and fat industry.

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DISCUSSION CLUB

The role of artificial intelligence in the automation of marketing process
Ghazaryan S.A., Founder and chief marketer Kazaryan marketing, e-mail: satikazaryan@gmail.com
ORCID ID: 0009-0006-2735-1697

This article highlights the role of artificial intelligence in the field of marketing. In the modern world, artificial intelligence is becoming increasingly in demand, representing a concept and potential for increasing the efficiency of a company's marketing by automating a number of processes. The purpose of the article is to analyze the use of artificial intelligence in the marketing processes of popular marketplaces in Russia. During the research process, methods of analysis and description were used, as well as systematic and scientific approaches. The author of the article analyzes the advantages and disadvantages, as well as the prospects for using artificial intelligence in marketing processes using the example of marketplaces. The object of the study is the automation of marketing processes. Subject of research: the role of artificial intelligence in marketing processes.
Keywords: artificial intelligence, marketing, marketing processes, automation, marketplace.

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