MARKETING TOOLS

Theoretical basis of ideas marketing
Oskina M.N., PhD student of IPU RAS, e-mail: mari-oskina@yandex.ru
SPIN-сode: 7860-4451
Sekerin V.D., Doctor of Economics, Professor, Professor of Department of Integrated Communications and Advertising, 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

Marketing is considered to be a constantly developing system, and its evolution is of particular scientific interest. The article dwells upon different approaches of distinguished Russian and foreign researchers towards its definition and evolutionary development analysis. The author focuses on the sphere of ideas marketing analysing up-to-date cases on the agenda and methods of their promotion.
Keywords: marketing evolution, ideas marketing, ideas, novel foods, values.

Sources
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Theoretical and practical aspects of assessing brand strength
Druzhinina I.A., Candidate of technical sciences, Associate Professor, associate Professor of the Department of Finance and Business Analytics, Kosygin State University of Russia, Moscow, Russia, e-mail: druzhinina-ia@rguk
SPIN-code: 9857-2421; Author ID: 554458
Kvach N.M., Candidate of technical sciences, Associate Professor, associate Professor of the Department of Finance and Business Analytics Kosygin State University of Russia, Moscow, Russia, e-mail: kvach-nm@rguk.ru
SPIN-code: 4939-3310; Author ID: 340847; ORCID ID: 0000-0002-3450-2290
Generalova A.V., Candidate of economic Sciences, Associate Professor, head of the Department of Finance and Business Analytics,, e-mail: generalann@yandex.ru
SPIN-code: 5076-8163; Author ID: 554457; Scopus Author ID: 57190294704; Researcher ID (WoS): E-3700-2014; ORCID ID: 0000-0002-2239-6603

The article discusses the theoretical and practical aspects of using the proposed methodology for assessing brand strength in the practice of strategic management of a fashion brand.
Keywords:  brand strength assessment criteria, integrated brand strength indicator, contextual advertising and SEO, targeting.

Sources
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2. Shirina N.M. Povyshenie effektivnosti upravleniia prodazhami v fashion digital-riteile // Magisterskaia dissertatsiia 38.04.02. – M., 2023. – 105 s.
3.  Pokupateli stali chashche vybirat odezhdu rossiiskikh brendov // Rossiiskaia gazeta. Federalnyi vypusk № 159 (7917) [Elektronnyi resurs]. URL: rg.ru/2019/07/22/pokupateli-stali-chashche-vybirat-odezhdu-rossijskih-brendov.html (data obrashcheniia: 09.05.2023).
4. Belgorodskii V.S., Druzhinina I.A., Generalova A.V. Sovremennye metody strategicheskogo menedzhmenta. – M.: RIO MGUDT, 2015. – 120 s.
5. Druzhinina I.A., Kvach N.M.  Strategicheskoe upravlenie modnym brendom: ucheb.posobie. – M.: FGBOU VO «RGU im. A.N. Kosygina», 2022. – 56 s.
6. Rudaia E.A. Osnovy brend-menedzhmenta: ucheb. posobie. – M.: ZAO Izdatelstvo «Aspekt-Press», 2005. – 254 s.

MARKETING RESEARCH

A study of the attitude of consumers and representatives of the professional sphere to the factor of expertise in sales
Shalnova O.A., Candidate of economic sciences, associate Professor, Marketing and Advertisement Department, Institute of Industry Management, The Russian Presidential Academy of National Economy and Public Administration, e-mail: olgashalnova @mail.ru
SPIN-соde: 7757-7951; ORCID ID: 0000-0001-9077-2837
Rebrikova N.V., Candidate of Economic Sciences, Associate Professor of the Department of Psychology and Human Capital Development, Financial University under the Government of the Russian Federation, e-mail: Rebrikovanv@mail.ru
SPIN-code: 1189-4223; ORCID ID: 0000-0001-7280-7178

The article is devoted to the study of the concept of expertise from different points of view: scientific, practical professional and consumer, in connection with its popularization and vulgarization due to its active use in sales of services (information products) in the Internet space. The authors draw conclusions about a certain discrepancy in the perception of this concept by consumers and sales practitioners, while consumers, in addition to the generally accepted criteria of expertise, identify very significant moral characteristics for them, which an expert in his field must meet. The results of the study will allow further in-depth study of this issue and formulate a comprehensive understanding of expertise from a consumer point of view.
Keywords: expertise, expert, criteria of expertise, sales, information product.

Sources
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3. Koshovets O.B. Ekspert i vosproizvodstvo nauchnogo znaniia // Ekonomika kak iskusstvo: metodologicheskie voprosy primeneniia ekonomicheskoi teorii v prikladnykh sotsialno-ekonomicheskikh issledovaniiakh / O.I. Ananin [i dr.]; otv. red. O.I. Ananin. – M.: Nauka, 2008. – S. 210–249 [Elektronnyi resurs]. URL: ecfor.ru/wp-content/uploads/pub/ko01.pdf (data obrashcheniia: 02.05.2024).
4. Koshelev A.A., Ivchenkova M.S. Ekspertnoe znanie kak sotsialnyi fenomen: teoretiko-metodologicheskii analiz // Nauka. Kultura. Obshchestvo. – 2022. – T. 28. – № 4. – S. 36–43.
5. Rudneva A.O. Faktory ekonomicheskoi ekspertnosti: znaniia i opyt // Ekonomika i predprinimatelstvo. – 2023. – № 2. – S. 998–1001.
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8. Zaitseva T.B. Mediinye strategii ekspertnosti // Libri Magistri. – 2021. – № 4 (18). – S. 149–162.
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Investigating the impact of packaging on consumers' purchasing decisions using neurotechnology
Kremlev N.К., Postgraduate student of the Department of Marketing, Logistics and Advertising, Samara State University of Economics, Professional Services Project Manager of Kaspersky Lab, e-mail: nikta.kremlev@mail.ru
Yakhneeva I.V., Doctor of Sciences (Econ.), Head of Department of Marketing Logistics and Advertising, Samara State University of Economics, e-mail: rinadoo@yahoo.com
SPIN-code: 4193-2811; Scopus Author ID: 57191170876; ORCID ID: 0000-0002-1220-6431; Research ID (WoS): JWA-4621-2024

The relevance of the study is due to Russian vine producer's need to evaluate consumers' subconscious perception of wine packaging. The research methodology includes questionnaire survey of representatives of the target audience and analysis of physiological reactions using eye-tracking technology. The study confirmed the hypothesis that visual elements of wine bottle design can impact consumer perception of the brand. The results also showed that consumers have stereotypes about imported and domestic wine.
Keywords: Marketing research, neuromarketing, neurotechnology, consumer behaviour.

Sources
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3. Büşra Kocaçınar, Pelin İnan, Ela Nur Zamur, Buket Çalşimşek, Fatma Patlar Akbulut, Cagatay Catal. NeuroBioSense: A multidimensional dataset for neuromarketing analysis // Data in Brief. Vol. 53. 2024. 110235. – DOI: 10.1016/j.dib.2024.110235
4. Felisa M. Córdova, Fernando Cifuentes, Catalina Castro, Cristofer Hinostroza. Analysis of the purchasing decision-making process in e-commerce using SED Method from Neuromarketing Procedia Computer Science. Vol. 214. 2022. Pp. 704–711. – DOI: 10.1016/j.procs.2022.11.232
5. Asela A. Burgos-Campero, José G. Vargas-Hernandez. Analitical Approach to Neuromarketing  as a Business Strategy // Procedia – Social and Behavioral Sciences. Vol. 99. 2013. Pp. 517–525. –
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6. Ketova N.P. Vozmozhnosti realizatsii neiromarketinga dlia aktivizatsii prodvizheniia tovarov i uslug potrebiteliam / N.P. Ketova, I.Iu. Granovskaia // Kreativnaia ekonomika. – 2020. – T. 14. – № 1. – S. 73–92. – DOI: 10.18334/ce.14.1.41366
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Use of tools of a cognitive sensorika in a research of consumer preferences
Pavlunenko L.E., Candidate of Technical Sciences, associate professor, associate professor of marketing, trade and customs affairs of Institute of economy and management of the Federal Public Autonomous Educational Institution of the Higher Education «Crimean federal university of V. I. Vernadsky», e-mail: liliyapav@rambler.ru
SPIN-code: 1834-5196; orcid.org/0000-0001-6769-018Х

The maintenance of the concept «cognitive sensorika» is considered. Differences of organoleptic and touch assessment of characteristics of goods are established. The condition of the market of cosmetic products in Russia is stated. Criteria of consumer preferences are listed. The value of consumer assessment is noted. The algorithm of assessment of goods consumers based on touch and visual perception of characteristics of goods is developed. Results of application of a technique are presented. Assessment type having primary impact on the consumer choice is revealed. The directions of improving competitiveness of cosmetic products in the studied segment are offered.
Keywords: cognitive sensorika, organoleptika, touch analysis, cosmetic products, consumer preferences.

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MARKETING ORGANISATION

Improving the management system through the formation of a system of evaluating indicators for the effectiveness of the enterprise operation
Balabanovich O.A., Candidate of economic sciences, Associate Professor, associate Professor of Department of Economics and Management, Belarusian State Economic University, e-mail: balabanovichoa@tut.by
SPIN-code: 4719-1000; Author ID: 924852; ORCID ID: 0000-0001-9780-0108
Balabanovich I.D., State Educational Institution «Gymnasium No. 2 of Minsk», e-mail: balabanovichid@gmail.com

In this article analyzes existing approaches to the formation of a system of evaluation indicators of enterprise activity; a system of target indicators has been formed that provides a comprehensive assessment of the efficiency of the enterprise and the economic condition of the enterprise as a whole; a new system of indicators of market activity is given, which allows you to objectively assess the activity of an enterprise in the market and interaction with consumers, being an important and significant addition to the indicators for assessing the effectiveness of financial activities, providing a complete understanding of all interrelated and interdependent business processes of the enterprise.
Keywords: management, efficiency, effectiveness, management system, market activity, assessment of the efficiency of the enterprise.

Sources
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COMPETITIVENESSUS

Issues in researching the competitiveness of universities in the digital environment: modern scientific trends
Muradova N.U., PhD in Economic Sciences, Associate Professor of the Department of Economics, Samarkand branch of Kimyo International University in Tashkent, e-mail: muradova.nargiza@bk.ru
SPIN-code: 9405-9720; ORCID: 0000-0002-0840-7708

The article is devoted to the study of the competitiveness of universities in the context of digital transformation. The influence of modern scientific trends on the assessment and improvement of the competitiveness of educational institutions in the digital environment, with a particular focus on Uzbek universities, is considered. The key factors influencing this are analyzed, including the attractiveness of web resources, the use of digital tools and technologies, and the role of digital ecosystems in the development of universities. The article presents an overview of international and national research on this topic, with a particular focus on research from databases such as Scopus and Academia.edu. It also identifies the main directions and prospects for further scientific research in this area.
Keywords:  competitive advantages of universities; competitiveness of universities; digital environment of universities; university ecosystem; digital transformation in education; management in higher education; Scopus; Academia.edu; Webometrics; ERASMUS; HEMIS; SCIENCEWEB.

Sources
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MARKETING IN TRADE

The influence of packaging on consumers' visual attention in the retail environment: a theoretical overview
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

A large number of products of the same category from different manufacturers with almost identical characteristics are presented in modern retail stores. The excessive quantity of products and information, combined with limited cognitive abilities, leads to confusion among consumers when making their choices, as visual attention in product search is limited by human perceptual abilities. This mismatch between an excessive number of stimuli and limited brain capacities compels consumers to focus on what catches their attention in the store – the product packaging.
This article provides a theoretical overview of the concept, functions, and directions of packaging research as a trigger for consumer behavior and intention to choose a product. The significance of packaging in the process of visually searching for products in a retail store is proven.
Keywords: packaging, commercial enterprise, visual attention, multisensory complex.

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Method of using sales per store metric as a tool for increasing FMCG sales through more efficient distribution
Napolskaya Yu.V., master of engineering and technology, business analyst, Procter and Gamble, e-mail: jnapolskaya@gmail.com
Researcher ID (WoS): KTI-2986–2024; ORCID ID: 0009-0009-6072-4581

The article examines the features of work with product distribution after the stage of its organic growth in the developing market. As further steps it’s proposed a method of the practical application of Sales per store as a measure for the analysis of the retail trade assortment matrix and further assessment of the current FMCG distribution efficiency in a developed market. Specific examples of analysis with further recommendations for distribution change are given, limitations of method use are also discussed. A general algorithm for such analysis method using software for assortment matrices of large volumes is also considered. The importance of data sharing between product manufacturers and retail trade for mutually beneficial data analysis and decision-making is discussed separately.
Keywords: FMCG; retail trade; numeric distribution; weighted distribution; Sales per store; assortment matrix.

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MARKETS: STATE AND DEVELOPMENT

Development of the educational services market of higher professional education in the Volgograd region: analysis and main development trends
Polyanskikh T.А., candidate of Economic Sciences, Associate Professor of the Department of Public Administration and Management Volgograd Institute of Management Russian Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail: tpolanskih@yandex.ru
SPIN-code: 927-12-90; Author ID-52382

In the study, the author analyzes the market of educational services of higher professional education in the Volgograd region, examines the main performance indicators of higher educational institutions in the region, identifies the main trends in the development of the market of educational services of higher professional education in the Volgograd region.
Keywords: The market of educational services, the functions of the market of educational services of higher education, the market capacity, the dynamics of market development.

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Global market of marketing technologies: analysis and prospects
Slepenkova E.M., Ph.D. in Economics, associate professor, Faculty of Economics Lomonosov Moscow State University, e-mail: slepenkova@econ.msu.ru
SPIN-code: 9310-9331; Author ID: 571496
Zhu Ningya, PhD student of the Marketing Department, Faculty of Economics Lomonosov Moscow State
University, e-mail: zhuningya@gmail.com

The article analyzes the global marketing technology market for the period 2022–2023. The state and prospects for development of the market are assessed, special attention is paid to market segments, the dynamics of development of demand for marketing technologies by segment and the functionality of martech services
Keywords: marketing technologies, martech market, digital marketing.

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