MARKETING TOOLS

Typologies of Event Marketing Events in Promoting Smart City Projects
Popov E.V., Corresponding Member of the Russian Academy of Sciences, Doctor of Sciences (Economics), Director of the Center for Social and Economic Research, Ural Institute of Management, RANEPA, e-mail: epopov@mail.ru
SPIN-code: 9980-7417; RSCI ID: 44798; Scopus ID: 24822113400; ORCID ID: 0000-0002-5513-5020; Researcher ID: H-3358-2015
Semyachkov K.A., PhD (Economics), Leading Researcher of the Center for Social and Economic Research, Ural Institute of Management, RANEPA, e-mail: k.semyachkov@mail.ru
SPIN-code: 3304-0614; RSCI ID: 937236; ORCID ID: 0000-0003-0998-0183; Researcher ID: F-6974-2017
Kraeva P.O., researcher at the Center for Social and Economic Research, Ural Institute of Management, RANEPA, e-mail: Kraeva_polli@mail.ru

The study was supported by the grant of the Russian Science Foundation No. 24-18-20036, rscf.ru/project/24-18-20036/

The article discusses the basic concept of event marketing, its content, analyzes the evolution of event marketing in the development of digital technologies, studies the concept of a «smart city» and its academic aspects, the development of smart city projects, and develops the author's typology of event marketing events for smart city projects.
Keywords: event marketing, smart city, promotion, online promotion, typology of events, evolution.

Sources
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MARKETING RESEARCH

Loyalty of an scientific organisation's audience: results of a study
Timokhovich A.N., PhD in Psychology, Associate Professor at the Advertising and PR Department of State University of Management, e-mail: 3178720@list.ru
SPIN-code: 4619-7868; Author ID: 450887; Scopus ID: 57212621828; Researcher ID: C-8154-2015; ORCID: 0000-0001-5326-5975
Samokhodkin E.V., Senior specialist of the Center for Marketing Research and Long-term Planning of VINITI RAS, e-mail: rodentforme@gmail.com
SPIN-code: 3901-4969; Author ID: 1174111; ORCID: 0000-0003-3791-0123

The article deals with the problems of forming the loyalty of the target audience to a scientific organization. The evolution of the concept of loyalty based on the use of communication tools is considered. The article presents the results of empirical research using quantitative and qualitative methods of primary data collection, aimed at studying the loyalty of representatives of seven target segments of the target audience of the scientific organization VINITI RAS. The study was conducted from January to April 2024. The level of loyalty of the target audience was assessed using the consumer loyalty index NPS. After interaction with communication tools, positive changes in loyalty were recorded in most target segments. The marketing communication tools used by VINITI RAS (email newsletters, SMM and personal service) have a mixed impact on different segments of the target audience. Conclusions based on the research results are formulated.
Keywords:  loyalty, target audience, communication tools, marketing communications, scientific activity.

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Consumer behavior of the population of Belgorod region in the savings market: forms, tools and directions
Bykanova N.I., PhD in Economics, Associate Professor, Associate Professor of the Department of Innovative Economics and Finance Federal State Autonomous Educational Institution of Higher Education «Belgorod State National Research University», e-mail: bykanova@bsu.edu.ru
SPIN-code: 6194-2446; Author ID: 728306; Scopus ID: 57191840160; ORCID: 0000-0002-5505-5071

In the article, the author analyzes consumer behavior of the population of the Belgorod region when building personal investment strategies. At the first stage of the study, the main financial and economic indicators of the Belgorod region were assessed and the main indicators of the population's readiness for savings were calculated. At the second stage, a survey of various categories of citizens was conducted on their consumer preferences in the savings market, the most attractive financial instruments and target guidelines of the population of the Belgorod region were determined within the framework of the investment strategy.
Keywords: consumer behavior, personal savings, financial instruments, personal investment strategies, savings market.

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Factors influencing the choice of Russian universities by foreign students
Denisov D.S., leading economist, Science department, Faculty of Economics, Lomonosov Moscow State University, e-mail: dmitriy_denisov_2000@mail.ru
SPIN code: 1538-1060; AuthorID: 1030379; ORCID: 0000-0003-2428-4549; Researcher ID (WoS): LEM-7981-2024
Ulyanova M.E., head of Projects department, assistant professor, Marketing chair, Faculty of Economics, Lomonosov Moscow State University, e-mail: nfpk@econ.msu.ru
SPIN-code: 2845-8863; Author ID: 810242; ORCID: 0000-0002-2665-5000; Researcher ID (WoS): HPE-6284-2023

The article presents a study aimed at analyzing the factors that have the greatest influence on foreigners' choice of Russian higher education, including factors influencing students' decisions to study abroad in general, as well as their choice of country and university. The findings of the study can be used by university marketers to improve their communication strategies with potential students and their families.
Keywords:  Higher education marketing; international students; Russian universities; decision making; choice of university.

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Issues of perception of the premium and luxury segment by consumers
Airapetian M.R., graduate of the Postgraduate Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, e-mail: marrafikovna@mail.ru
SPIN-code: 7011-7512; Istina Researcher ID (IRID): 58006425

Marketing experts in the fashion industry give many classifications of brands – from luxury to mass market brands. From a theoretical point of view, the classifications of experts are similar. However, in practice, some brands turn out to be luxury or premium, depending on the classification. Since luxury brands have their own strategies that are not recommended for premium brands, and differentiation in practice of luxury and premium brands is sometimes not accurate even from the point of view of experts, this article reviewed and conducted a study reflecting how consumers differ in the classification of luxury and premium brands.
Keywords: premium brands, luxury brands, strategies, consumer behavior.The global practice of the dynamic pricing implementation in the railway passenger transport market.

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MARKETING IN TRADE

Methods of implementing the concept of environmental friendliness in food retail in foreign and domestic practice
Bagnyuk D.V.,  Postgraduate student of the Department of Financial, Economic and Business Education, Faculty of  Economics, The Federal State University of Education, e-mail: dv.bagnyuk@mail.ru

The article is devoted to the review of examples of practical implementation of the «green» marketing approach by food retailers in Russia and in the world. The article systematizes the identified initiatives and draws a conclusion about the current state of environmental practices in companies. This contributes to the development of recommendations on how organizations can use the factor of environmental friendliness in their marketing positioning.
Keywords: environmental marketing, environmental friendliness, sustainable development, food retail, marketing positioning, green marketing.

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9. Porotnikova N.A., Lebedev A.V. i dr. Praktiki produktovykh riteilerov po sokrashcheniiu oborota i otkazu ot odnorazovykh plastikovykh tovarov, tary i upakovki v polzu mnogorazovykh alternativ/Otchet o NIOKTR AAAA-A18-118110790065-9//NIU VShE po zakazu Grinpis Rossiia. – M., 2018. – C. 90.
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11. Ekopovestka na «Nedele Rossiiskogo Riteila»: kak uderzhat marzhinalnogo potrebitelia [Elektronnyi resurs] // Ekologicheskii soiuz [Ofits. sait]. Rezhim dostupa: ecounion.ru/ekopovestka-na-nedele-rossijskogo-ritejla-kak-uderzhat-marzhinalnogo-potrebitelya/(data obrashcheniia: 14.10.2024).
12. Investor Relations [Elektronnyi resurs] // Азбука Вкуса [Ofits. sait]. Rezhim dostupa: invest.av.ru/( data obrashcheniia: 14.10.2024).
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14. Kak ustroen pervyi v Moskve magazin bez upakovki [Elektronnyi resurs] // Recyclemag [Ofits. sait]. Rezhim dostupa: recyclemag.ru/article/kak-ustroen-pervyiy-v-moskve-magazin-bez-upakovki (data obrashcheniia: 14.10.2024).
15. X5 sobrala vse svoi eko, ZOZh i sotsialnye proekty dlia pokupatelei na odnom saite [Elektronnyi resurs] // X5 Retail Group [Ofits. sait]. Rezhim dostupa: esg.x5.ru/ru/news/050722/ (data obrashcheniia: 14.10.2024).

PRICING

The global practice of the dynamic pricing implementation in the railway passenger transport market
Lavrukhina O.I., Master of Management, Faculty of Economics of Lomonosov Moscow State University, e-mail: olga-msc1@yandex.ru

The article discusses the analysis of dynamic pricing in passenger rail transportation and its impact on the competitiveness of transport companies. This type of pricing involves adjusting prices based on demand, time, season, and other factors, with the goal of increasing ticket revenue.
The author emphasizes the importance of considering passenger perceptions of prices when developing pricing strategies, as this can significantly affect the success of a dynamic pricing approach. While there are successful examples of dynamic pricing used abroad, there has been a lack of research on this topic in Russian-language literature.
To address this gap, the article proposes conducting a comprehensive study on dynamic pricing to create systematic models and methods for managing prices. This would help optimize processes in the passenger transport market and maximize the potential of dynamic pricing.
Keywords: dynamic pricing, the passenger rail transportation market, passenger perceptions, revenue management, pricing, transportation services.

Sources
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2. Qin J., Qu W., Wu X., Zeng Y. (2019). Differential Pricing Strategies of High Speed Railway Based on Prospect Theory: An Empiri-cal Study from China. Sustainability, 11, 3804. – DOI: doi.org/10.3390/su11143804
3. Kamandanipour K., Yakhchali S., Tavakkoli-Moghaddam R. (2022). Learning-based dynamic ticket pricing for passenger railway ser-vice providers. Engineering Optimization. – DOI: 10.1080/0305215X.2022.2030324
4. Keyvanshokooh E., Fattahi M., Seyed-Hosseini S.M., Tavakkoli-Moghaddam R. (2013). A Dynamic Pricing Approach for Returned Prod-ucts in Integrated Forward/Reverse Logistics Network Design. Applied Mathematical Modelling. – Vol. 37. – Pp. 10182–10202.
5. Stavinova L., Chunaev P., Bochenina K. (2021). Forecasting rail-way ticket dynamic price with Google Trends open data. Procedia Com-puter Science. – Vol. 193. – Pp. 333–342. – DOI: doi.org/10.1016/j.procs.2021.10.034
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7. Pratikto F.R. (2020). A practical approach to revenue management in passenger train services: A case study of the Indonesian railways Argo Parahyangan. Journal of Rail Transport Planning & Management. – Vol. 13. – DOI: doi.org/10.1016/j.jrtpm.2019.100161
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MARKETING ORGANISATION

Approaches to modeling the processes of marketing promotion of business education in the
digital environment
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

This article proposes a model for promoting university business education based on the use of a process approach, integration of the target stages of marketing promotion and stages of consumer decision-making about purchase, segmentation based on the perception of promotion tools and information channels. The proposed model was tested on the example of a leading Russian economic educational institution providing business education services, the model is universal and adapts to the activities of any organization in the field of business education.
Keywords: business education, marketing of educational services, promotion, digital environment, digital promotion.

Sources
1.   Danchenok L.A., Kulakova E.Iu. Vybor potrebitelia v biznes-obrazovanii: informatsionnye kanaly i kharakteristiki obrazovatelnogo produkta (po rezultatam issledovaniia) // Marketing v Rossii i za rubezhom. – 2024. – № 1. – S. 39–48. – EDN VFQWBQ.
2.   Danchenok L.A., Mkhitarian S.V., Kulakova E.Iu. Issledovanie potrebitelskogo vospriiatiia instrumentov prodvizheniia biznes-obrazovaniia v usloviiakh tsifrovizatsii obshchestva // Prakticheskii marketing. – 2023. – № 8 (314). – S. 3–11. – DOI: 10.24412/2071-3762-2023-8314-3-11. – EDN RWIERJ.
3.   Ryzhik N. Statia na platforme Perfluence «Marketing Dlia Pokoleniia Y: Kak Zavoevat Loialnost Millenialov» ot 10.11.2023. – Rezhim dostupa: perfluence.net/blog/article/marketing-dlya-millenialov (data obrashcheniia: 09.09.2024).
4.  MANGO OFFI CE. St. «Effektivnost reklamy: metody i sposoby otsenki, pokazateli i kriterii, chto eto takoe, chto na nee vliiaet i kak ee rasschitat». – Rezhim dostupa: mango-office.ru/products/calltracking/glossary/effektivnost-reklamy/ (data obrashcheniia: 09.09.2024).

A complex of management methods for the communication subsystem of the restaurant business organization
Ponomareva D.A., PhD student at the Faculty of Management of the Southern Federal University, Marketing Director of the restaurant «Korova», e-mail: butussova.di@yandex.ru
ORCID: 0000-0001-8222-9084

The article is devoted to the problem of forming an up-to-date set of methods for managing restaurant communications. The expediency of the study is due to insufficient theoretical knowledge of management methods relevant to the communication unit, as well as changes in the state of factors affecting the content and specifics of the application of communication management methods. The methods of deduction, questioning of restaurant marketing experts and synthesis were used as research methods in the preparation of the article. The scientific and practical result of the study was a set of methods for managing the restaurant's brand communications.
Keywords: integrated marketing communications, communication management, decentralized communications, communication management methods, turquoise paradigm.

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4. Lekhtianskaia L.V. Metody upravleniia, ispolzuemye v organizatsii dlia effektivnogo funktsionirovaniia // Ekonomika i biznes: teoriia i praktika. – 2022. – № 12-1.
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7. Gorish A.V., Panov D.V., Ponomarev S.A., Dmitrienko A.G. Stil i metody upravleniia predpriiatiem // Trudy mezhdunarodnogo simpoziuma «Nadezhnost i kachestvo». – 2013. – T. 2. – S. 308–314.
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INTERNATIONAL MARKETING

The guangxi marketing concept for Chinese markets working
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
Nguyen T.H.А., undergraduate student, State University of management, e-mail: thihaianh.nguyen47@mail.ru
ORCID: 0009-0001-2887-1452

This paper formulates the concept of «guanxi marketing». A critical analysis of modern marketing theory, which personalizes business partnerships, was conducted. The concept of partnership in Southeast Asian countries was analyzed. It has been demonstrated that building business partnerships according to the Western style differs from similar relations in Eastern countries. Marketing methods for establishing business partnerships in Asia were proposed. The principles of the proposed concept are defined, and recommendations for building trusting relationships with business representatives of Southeast Asia, particularly China, are provided.
Keywords: partnership, business, marketing, Guangxi.

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DISCUSSION CLUB

The main trends in education based on the example of training specialists in the field of marketing and advertising
Bondarenko V.A., Doctor of Economics, Professor, Deputy Dean of the Faculty of Economics for Scientific Work, RUDN University, e-mail: b14v@yandex.ru
SPIN-code: 4377-1651; Author ID: 187222; Scopus ID: 57193857639; ORCID: 0000-0003-2921-7548; Researcher ID: AAC-8778-2020
Voronov A.A., Doctor of Economics, Associate Professor, Professor of the Department of Management and Marketing of Belgorod State Scientific Research University, e-mail: voronov.a@mail.ru
SPIN-code: 2984-8833; Author ID: 643548; Scopus Author ID: 58625830800; orcid.org/0000-0001-8505-7345
Beresnev D.N., Candidate of Economic Sciences, Associate Professor, Vice-Rector for International Affairsand Additional Education, Russian State Geological Exploration University named after Sergo Ordzhonikidze, e-mail: beresnevd@mail.ru
SPIN-code: 2623-3218; Author ID: 979079; Scopus Author ID: 57203537831; orcid.org/0000-0003-1426-0789

The article examines the issues of the manifestation of dominant trends in education related to the work of universities in Russia, including those competing with online educational platforms, using the example of training specialists in the field of marketing and advertising. It is noted that a «personnel shortage» has manifested itself in the industry, identified as a barrier to development by business representatives. Personnel difficulties are associated with demographic problems characteristic of society, as well as difficulties in professional orientation and a decrease in interest among young people in building a career in marketing and advertising. The conclusion is made about the manifestation of general trends in education in relation to the analyzed area, as well as the need to strengthen cooperation between universities and the professional community. As a key trend in the training of personnel in the field of marketing and advertising, the unity of classical education and the practice of training based on systematically structured work with industry representatives involved in the educational process is highlighted.
Keywords: main trends, universities, training of specialists, marketing and advertising, «personnel hunger».

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