MARKETING RESEARCH

Investigation of consumers' visual attention to packaging attributes on a subconscious level using the Itti model: a neuromarketing approach
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 significant information noise and assortment saturation, the mechanism of selective visual attention of a person is activated by fixing on relatively significant elements of marketing incentives at different levels of perception. The study of subconscious processes in visual attention is important for understanding which elements of a marketing incentive are automatically, consistently decoded by consumers, they are not aware of, but, however, affect conscious information processing and decision-making, and which strategies can be used to improve the perception of marketing incentives. The article presents a theoretical review, as well as the results of an eye-tracking study of visual attention to the attributes of cheese packages on a subconscious level using the Itti model. Significant brand identifiers have been identified that form the basis of the mental image of the product before its conscious processing, which will allow a more comprehensive understanding of the purchase decision-making process.
Keywords:  packaging, visual attention, neuromarketing research, eye-tracking, Itti model, subconscious perception.

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Consumer preferences’ features analysis in the sphere of domestic tourism in Russia
Akhmaeva L.G., PhD in Economics, Associate Professor of Chair of Advertising and PR, State University of Management, Moscow, e-mail: lg_ahmaeva@guu.ru
SPIN-code: 6589-9014; Author ID: 1061284; Scopus Author ID: 57220960257; ORCID ID: 0000-0002-7867-2590
Dolgopolov D.V., PhD in Economics, Associate Professor of Chair of Advertising and PR, State University of Management, Moscow, e-mail: dv_dolgopolov@guu.ru
SPIN-code: 9298-9851; Author ID: 989072; Scopus Author ID: 57220954522; ORCID ID: 0000-0001-9179-0076
Eremeeva A.I., PhD in Psychology, Associate Professor of Chair of Advertising and PR, State University of Management, Moscow, e-mail: ai_eremeeva@guu.ru
SPIN-code: 4320-1268; Author ID: 1061364; Scopus Author ID: 57220959081; ORCID ID: 0000-0001-7182-497X

The article examines the issues of stimulating domestic tourism based on consumer preferences, as well as the specifics of the development of this industry in recent times. Based on the portrait of a domestic tourist compiled by VCIOM (Russian Public Opinion Research Center), the article conducted a survey to clarify the motives and incentives for implementing consumer preferences for choosing a route for domestic tourism, as well as the main objections of consumers. The article draws conclusions regarding economic and communication measures to stimulate domestic tourism in Russia.
Keywords: domestic tourism, consumer preferences, tourism promotion, communications, impact on consumer behavior.

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Marketing research of consumer preferences as a conjuncture-forming factor of the ice cream market
Pavlunenko L.E., Candidate of Technical Sciences, Associate Professor Department of Marketing, Trade and Customs Affairs, Institute of Economy and Management, Federal Public Autonomous Educational Institution of the Higher Education «Crimean federal university of V.I. Vernadsky», Simferopol, Republic of Crimea, e-mail: liliyapav@rambler.ru
SPIN (RSCI): 1834-5196; ORCID ID: 0000-0001-6769-018X
Gutnikova O.N., Candidate of Economic Sciences, Associate Professor Department of Marketing, Trade and Customs Affairs, Institute of Economy and Management, Federal Public Autonomous Educational Institution of the Higher Education «Crimean federal university of V.I. Vernadsky», Simferopol, Republic of Crimea, e-mail: vechirko15@mail.ru
SPIN (RSCI): 3898-5181; ORCID: 0000-0003-2030-4178
Bagdasaryan K.V., undergraduate student, field of study 380406 «Trade business» Institute of Economy and Management, Federal Public Autonomous Educational Institution of the Higher Education «Crimean federal university of V.I. Vernadsky», Simferopol, Republic of Crimea, e-mail: karinavalerikovna14@gmail.com
SPIN (RSCI): 2260-0726 

The article presents the characteristics of the Russian and Crimean ice cream markets. It has been established that enterprises in the dairy processing industry are influenced by macroeconomic factors that determine their production activity and the competitiveness of their products. However, not enough attention is always paid to the factors determining market conditions, among which the influence of consumer preferences is dominant. Some aspects of the formation of an assortment offer in the regional ice cream market are considered. Based on the results of a sociological study, consumer preferences in the studied segment were determined. The strengths and weaknesses of the samples of the studied products are revealed. The conclusion about their competitiveness was made based on the results of a consumer point assessment of the main characteristics of ice cream, including using the tasting method. It is proposed to update the terminology used by standardizing the proposed product categories. Recommendations are formulated that will allow manufacturers to use the prospects of the industry market by mastering its new segments.
Keywords:  Ice cream, frozen desserts, ice cream market, consumer preferences, consumer loyalty.

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MARKETING IN TRADE

Principles of geomarketing management customer movement in retail business with the help of elements commercial navigation
Tkhorikov B.A., Doctor of Economics Sciences, Professor, Head of the department of service technologies and business processes The Kosygin State University of Russia, e-mail: tkhorikov-ba@rguk.ru
SPIN-code: 4283-2314; Author ID: 614849; Scopus ID: 57000547300; ORCID: 0000-0001-6451-1123; Researcher ID: B-4591-2017
Gerasimenko O.A., Candidate of Economics Sciences, Docent, Head of the department of Management and Marketing Belgorod State National Research University, e-mail: gerasimenko@bsu.edu.ru
SPIN-code: 8301-9895; Author ID: 886332; Scopus ID: 57190341552; ID РИНЦ: 886332; ORCID: 0000-0001-6034-2852; Researcher ID: ABK-2663-2022
Titova I.N., Candidate of Economics Sciences, Senior Lecturer at the Department of Management and Marketing Belgorod State National Research University, e-mail: titova@bsu.edu.ru
SPIN-code: 7911-2751; Author ID: 963686; ID РИНЦ: 963686; ORCID: 0000-0002-3392-4846

The article sets out the task of rethinking the choice of location for opening retail stores in unattractive city locations while maintaining targeted traffic using commercial navigation tools. On the basis of correlation analysis, the optimal option for the placement of commercial navigation has been established (choosing the option with elements of commercial navigation elements – 2 or more address plates), which help customers increase the search speed of the necessary commercial object by 1.8 times and, accordingly, reduce the time spent on the way to him For business owners, choosing this scenario ensures a 1.5-fold reduction in rent. At the same time, the target traffic of the movement of the client stream is preserved, which allows business owners to optimize marketing and operational expenses, to apply unified stylistic elements of the design code of the city.
Keywords: geomarketing management, trading business, commercial navigation, client route.

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PRICING

A method for predicting the average price of exported goods with an estimate of the time series by the Hurst coefficient
Veretekhina S.V., PhD in Economics, Associate Professor, Financial University under the Government of the Russian Federation, Moscow. Department of Business Informatics, Faculty of Information Technology and Big Data Analysis, e-mail: svveretekhina@fa.ru
SPIN-code: 6253-4730; Author ID: 708796; orcid.org/0000-0003-3014-5027

The article describes a method for predicting the average price of exported goods. The method is based on the theory of dynamic systems, the theory of price behavior of Dow, the theory of fractals, sets, economic theory, mathematical analysis. The scientific approach to forecasting consists in a systematic approach to modeling a stable trend. The persistence of the series was estimated using the Hurst coefficient. As a result of the simulation, the average price of the exported goods is predicted. The general approach to forecasting is applicable to other sectors of the national economy.The current trend of trendwatching is described. The advantage of the research is the development of the theoretical foundations of export marketing, practical marketing solutions relevant in the new economic reality.
Keywords: export marketing, modeling, forecasting, sustainable trend, marketing solution, trendwatching, Hurst coefficient.

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MARKETING COMMUNICATIONS

Theoretical Aspects and Features of Reputation Management in Consumer Interaction through Internet Marketing Channels
Shendrik V.V., general director of Business Media Marketing LLC, e-mail: shendrik@sereputation.ru
Researcher ID (WoS): LTD-0531-2024

The article is dedicated to the generalization, systematization, and evaluation of the impact of communication within the structure of internet marketing on current approaches to reputation management. General aspects of reputation management are outlined, the specific features of reputation management are identified, and the characteristic trends in the transformation of approaches to managing reputation through internet communication channels are analysed. General recommendations are provided to ensure the productivity and relevance of reputation management in modern business operations within the digital environment.
Keywords: reputation management, digital environment, impact of digitalization on reputation management, online reputation management, internet marketing and reputation management, reputation management trends.

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3. Reverchuk N.I. Marketingovoe upravlenie onlain-reputatsiei predpriiatii / N.I. Reverchuk, E.S. Dziamulich // Ekonomika i sovremennyi menedzhment: teoriia i praktika. – 2014. – № 34. – S. 1–8.
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MARKETING FOR NON-PRODUCTIVE SPHERE

Personal brand promotion tools in the educational services market
Mushketova N.S., Doctor of Economics, Professor, Department of Management and Marketing, Volgograd State  University, е-mail: nmushketova@yandex.ru
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID: 0000-0002-1778-0926
Marusinina E.Yu., PhD in Economics, Associate Professor of the Department of Management and Marketing, Volgograd State University, e-mail: elena_marusinina@mail.ru
SPIN-code: 6876-9198; Author ID: 498790; Researcher ID (WoS): Е9691-2018; ORCID ID: 0000-0002-1864-1231

Due to the rapid development of the educational services market and increasing competition among specialists providing these services, including tutors, in the conditions of modern information overload and a variety of offers, the ability of individual teachers to stand out and occupy a stable niche in the market becomes critically important. The tutor's personal brand thereby turns into a key tool for achieving professional success and attracting new clients. Studying and analyzing the strategies and tactics of promoting the personal brand of tutors helps to determine the most effective methods and tools of communication that contribute to the formation of a positive image and trust on the part of potential students and their parents. In this field, this is especially important, since the choice of a tutor is often based on the personal qualities of the teacher, his reputation and recommendations.
Keywords: educational market, branding, tutor's personal brand, marketing communications.

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INTERNATIONAL MARKETING

Coaching services in business: foreign experience
Bolshakov S.N., Doctor of Economics, Professor, Federal State Budgetary Educational Institution of Higher Education «Russian State Social University», e-mail: snbolshakov@mail.ru
SPIN-code: 69585403; RSCI ID: 277851; ORCID: 0000-0002-4858-8216; Scopus Author ID: 56809171300; Researcher ID: AAE-5235-2022
Bolshakova Yu.M., Candidate of Economic Sciences, Associate Professor of the Department of Economics and State and Municipal Administration of the State Educational Institution of Higher Education «Komi Republican Academy of Public Service and Management», e-mail: project.edu.2024@jmail.com
SPIN-code: 5762-8168; RSCI ID: 875873; ORCID: 0000-0001-5951-416X; Scopus Author ID: 58850041900
Pritula O.D., Candidate of Economic Sciences, Associate Professor, Head of the Department of Economics and Finance of the Branch of the Federal State Educational Institution of Higher Education «Russian Academy of National Economy and Public Administration under the President of the Russian Federation» in Veliky Novgorod, e-mail: project.edu.2024@jmail.com
SPIN-code: 3633-1995; RSCI ID: 414938; Researcher ID: AID-4654-2022; Scopus Author ID: 57221482273

The article reveals the features of the coaching market functioning in the modern world, summarizes the results of the features of the organization of business consultants' work in the market of management, coaching services. The article analyzes the indicators of the coaching market sectors, gender aspects of the dynamics of the services market, issues of the social status of employment of coaches and the remuneration system established in the market.
Keywords: marketing of services, coaching, management consulting, business.

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INTERNET-MARKETING

Brand loyalty management with digital–marketing tools in a dental clinic
Golubeva M.A., PhD in Economics, Associate Professor of the Department of Management and Digital Business Technologies in the Federal State Budgetary Educational Institution Kostroma State University, e-mail: mariya-golubeva-2012@mail.ru
SPIN-code: 9328-2563; Аuthor ID: 967373; ORCID: 0009-0001-5251-5140
Ivanova V.A., 3rd year Master's student, Major in 38.04.02 Management, Specialization: Marketing Organization Management Federal State Budgetary Educational Institution Kostroma State University, e-mail: v.ivanova17@yandex.ru

The paper presents key results of the study in the competitive environment in the regional market of dental services. The authors performed the overall diagnostics of digital-marketing tools in the strategic group of competitors and identified the ways to raise brand awareness and behavioral loyalty for a medical company. The authors substantiated prospective marketing technologies to develop the Centre Krasoty i Zdorov'ja LLC brand (Centre of Beauty and Health) that will actively promote dental services and form publicity capital based on digitalization trends.
Keywords: market of dental services, brand loyalty in a dental clinic, publicity capital, digitalization, marketing promotional tools, digital marketing.

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MARKETS: STATE AND DEVELOPMENT

Smartphone market development trends in Russia
Denisova E.V., senior lecturer of the department of «Accounting and Management» of the Kaluga branch of the Financial University under the Government of the Russian Federation, e-mail: evdenisova@fa.ru
SPIN-code: 8398-7889; Orcid: 0000-0002-3454-2380; Researcher ID: JDN-1377-2023
Petrova G.V., 4th year bachelor of the Kaluga branch of the Financial University under the Government of the Russian Federation, e-mail: gali.petr0va@yandex.ru
SPIN-code: 3104-2224

The article examines the state of the Russian smartphone market over the past three years. It describes the changes that have occurred in the current economic situation, the market's adaptation to these conditions, provides analytical data according to previously conducted studies, highlights the role of marketplaces and the increase in their share in the smartphone market, and highlights changes in consumer behavior.
Keywords: smartphone market, competitive advantages, brand, marketplaces, retail chains, consumer behavior.

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DISCUSSION CLUB

Young advertising specialist: expectations, realities and recommendations
Gorlevskaya L.E., Ph. D. in Economics, docent, senior researcher, V.A. Trapeznikov Institute of Control Sciences, Russian Academy of Sciences, e-mail: ludmila.gorlevskaya@yandex.ru
Scopus ID: 57202602713; ID РИНЦ: 681271; ORCID: 0000-0002-3069-1266

The article is devoted to the problem of personnel shortage in the advertising market. The author’s study identified the knowledge and skills that are necessary for young employees starting their career in the advertising industry, the barriers they face in the adaptation process, and offered recommendations to reduce the gap between academic education and business realities.
Keywords: advertising, advertising agencies, marketing, labor market, labor shortage, career, entry-level employees.

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