MARKETING TOOLS

Methodological toolkit for developing an online marketing promotion plan in the B2C pharmaceutical market
Izakova N.B., Candidate of Economic Sciences, Associate Professor, Associate Professor of Marketing and International Management Department, Urals State University of Economics, e-mail: izakovan@gmail.com
Researcher ID: AAQ-6542-2021; SPIN-code: 3839-0685; Author ID: 707310; ORCID: 0000-0003-1316-2634
Skornyakov D. M., Internet marketer of a full-service advertising agency «Be Brand People», e-mail: skodan36.6@gmail.com
SPIN-code: 3724-3671; Author ID: 1283774

The article analyzes approaches to the organization, implementation, and management of marketing communications. It provides a characterization of the pharmaceutical market and highlights the specific features of distance selling in the B2C pharmaceutical sector. The study concludes that a flexible approach to selecting communication channels and formats is essential for this market segment. A methodological approach to developing an online marketing promotion plan for the B2C pharmaceutical market is proposed, encompassing three key areas of communication: encouraging engaged audiences to make a purchase, attracting new customers, and reaching the target audience during seasonal peaks. The B2C segment of the Russian pharmaceutical market serves as the object of the study. Principles for allocating the advertising campaign budget across key communication areas with consumers are developed.
Keywords: internet promotion, pharmaceutical market, marketing communications, online trade, advertising budget.

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MARKETING RESEARCH

Motives of consumer participation in online reviews on e-commerce platforms
Luan Bohan, PhD student of the Marketing Department, Faculty of Economics Lomonosov Moscow State University, e-mail: bohanluan0601@gmail.com
ORCID ID: 0009-0007-1251-2213

Online product reviews on e-commerce platforms are an inevitable element influencing consumers' motives to purchase. The article is devoted to the study of factors influencing consumers' motives to participate in online reviews. The article identifies the internal and external motives of consumers in the process of participating in online reviews, based on the theory of motivational crowding out, proves that external motivation in the form of material incentives has a facilitating effect on the internal motives of consumers, and puts forward suggestions for online marketplace platforms and sellers to optimize their marketing strategies.
Keywords: consumer motive, online review, e-commerce platforms.

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DISTRIBUTION CHANNELS

Algorithm for technical analysis of the relevance of light industrial goods to sales channels
Finkelzon E.M., graduate student, The Kosygin State University of Russia (Technologies. Design. Art), e-mail: edvard.finkelzon@mail.ru
SPIN-code: 8380-8999; Author ID: 1257637; ORCID ID: 0009-0002-7252-2433
Nefedova L.V., PhD in Economics, Ass. Prof., Ass. Prof. of Department «Economics and management», The Kosygin State University of Russia (Technologies. Design. Art), e-mail: nefedova-lv@rguk.ru
SPIN-code: 3810-6281; Author ID: 763173; ORCID ID: 0000-0003-1310-8208

The article substantiates an algorithm designed to assess the relevance of products to sales channels. In the context of rapid e-commerce development, ensuring the supply of products that align with sales channels and meet consumer needs has become a critical factor in sustaining long-term profitability for enterprises. Existing evaluation methods are often characterized by insufficient flexibility and limited universality, hindering their effective application on international and local platforms. The proposed algorithm introduces an approach based on modern machine learning and artificial intelligence technologies, enabling the prediction of product alignment with sales channel specifics and adaptation to market environment changes. The work outlines the algorithm’s core components, including data input and processing, model construction, and product relevance calculation across diverse sales channels. Implementing the algorithm will optimize the product selection process for sales channels and enhance demand forecasting accuracy.
Keywords: product relevance, sales channels, demand forecasting, assortment management, sales channel selection risks, data processing, relevance metrics.

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MARKETING COMMUNICATIONS

The development of a communication model of advertising perception in the framework of identity economics
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
Nikuradze O.I., Head of Communication Strategy Group, Realweb full-service digital agency, e-mail: olga.nikuradze@yandex.ru
SPIN-code: 5704-6906; Author ID: 1202319; ORCID: 0000-0002-1271-0320

The article deals with the problematics of application of representation tools in advertising. The analysis of communication models used to measure the effectiveness of communication campaigns is described. The concept of identity economy is presented. The author's developments of the communication model of the Russian consumer's perception of advertising in the context of identity economy are presented. The developed model includes representational tools classified for social and economic identity. The model considers the level of emotional involvement of the audience. The developed model is applicable for use by advertising industry professionals and researchers when working with consumer products of different categories of emotional involvement, when developing communication strategies and advertising creatives.
Keywords:  identity, representation, advertising communication, model, advertising effectiveness, identity economics, consumer behaviour.

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Children's advertising: specificity and modern implementation experience
Mazhenina E.A., Ph. D. in Soc., Associate Professor, Associate Professor of the Department of Sociological Sciences, Social and Psychological Institute, Kemerovo State University (Kemerovo), e-mail: ekka0808@mail.ru
SPIN-code: 5145-0559; Author ID: 373492; Scopus Author ID: 57221555385; ORCID ID: 0000-0001-7403-5677; Researcher ID: ABA-1528-2021
Krivtsova E.V., Ph. D. in Ps. (Ed.), Associate Professor, Associate Professor of the Department of Sociological Sciences, Social and Psychological Institute, Kemerovo State University (Kemerovo), e-mail: evgeniya_k@bk.ru
SPIN-code: 7706-3751; Author ID: 655129; ORCID ID: 0000-0003-1633-7778; Researcher ID: O-6672-2019
Lukyanova A.A., marketer, advertising specialist, e-mail: mrs.chu.way@gmail.com

The article discusses the specifics of the creation and experience of implementing children's advertising using video advertising as an example. The study included a visual analysis, content analysis, and semiotic analysis of 6 samples of children's advertising in three categories – grocery retail chains, fast food chains, children's games and toys. The following criteria were selected for analysis: motivational features (values), color scheme, type of shooting, presence of opinion leaders, use of auditory means, expressive means of text.
Keywords: children's advertising, visual analysis, content analysis, semiotic analysis.

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10. Dovzhik G.V., Arzhanova K.A., Dovzhik V.N. Ispolzovanie geroev multfilmov v reklamnykh kommunikatsiiakh brenda / G.V. Dovzhik, K.A. Arzhanova, V.N. Dovzhik // Tsifrovaia sotsiologiia. – 2023. – T. 6. – № 1. – S. 29–38.
11. Federalnyi zakon ot 13 marta 2006 g. № 38-FZ «O reklame» [Elektronnyi resurs] // KonsultantPlius. – Rezhim dostupa: consultant.ru/document/cons_doc_LAW_58968/e6ec70594b2bbac7a47fe870454e14bf17783583/ (data obrashcheniia: 26.03.2024).

COMPETITIVENESS

Development of marketing planning in educational organization competitiveness by project role management methods
Chernicov A.E., Candidate of Economics Sciences, Docent, vice-rector for educational activities Belgorod State National Research University, e-mail: chernitsov@bsuedu.ru
SPIN-code: 2213-0936; Author ID: 659468; Scopus ID: 6506211850; ORCID: 0000-0002-8662-5073; Researcher ID: ADI-1783-2022
Gerasimenko O.A., Candidate of Economics Sciences, Docent, Head of the department of Management and Marketing Belgorod State National Research University,
e-mail: gerasimenko@bsuedu.ru
SPIN-code: 8301-9895; Author ID: 886332; Scopus ID: 57190341552; ORCID: 0000-0001-6034-2852; Researcher ID: ABK-2663-2022
Semibratskiy M.V., Candidate of Economics Sciences, Docent, Director of the Department of Additional Education Belgorod State National Research University, e-mail: semibratsky@bsuedu.ru
SPIN-code: 8727-2910; Author ID: 1013439; ID РИНЦ: 963686; ORCID: 0000-0002-7695-827X

The article presents the sources of the formation of competitive advantages of companies, among which it is possible to highlight the formation of special competencies and knowledge. It is specified that the provider of similar educational services is defined as educational organizations that currently require the sustainability of competitive advantages in the following areas: enclave, system transformation, parallel transformation. On the basis of the implementation of a person-oriented student model within the framework of the development of professional schools, it is possible to create special role profiles of students (Researcher, Entrepreneur, Manager).
The results of a pilot project based on the example of Belgorod State National Research University are presented, which allows using the data obtained in updating the university's marketing strategy in terms of creating unique competitive advantages. The results can be used in the formation of competitive applications of interdisciplinary project teams, acceleration programs, grant applications, as a tool for financial and administrative support of student projects.
Keywords: marketing planning, sources of competitiveness, project approach, marketing strategy.

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BRANCH MARKETING

 Marketing strategies for modern farmers markets
Tkhorikov B.A., Doctor of Economics, Professor, Head of the Department of Service Technologies and Business Processes, A.N. The Kosygin State University of Russia, e-mail: tkhorikov-ba@rguk.ru
SPIN-code: 4283-2314; Author ID: 614849; Researcher ID: B-4591-2017; Scopus Author ID: 57000547300; ORCID: 0000-0001-6451-1123
Sabynina M.V., marketer, farmers' market «Bessarabka», e-mail: marinasabynina18@gmail.com

The article describes the marketing strategies of farmers' markets (consolidated growth, branding, coupled growth, diversification), taking into account the specifics of niche business and patterns of modern buyers, as well as the possibilities of their combination to determine the directions of strategic development. The strategies are developed based on an integrated approach combining the analysis of scientific literature, a critical revision of classical strategic models (Porter, Ansoff, Trout, Rice) and the use of four basic variables that determine the economic efficiency of farmers' markets (internal/external factors, B2C/B2B, short-term benefits/long-term capitalization, local/regional markets). The results of the study fill the methodological gap in the field of strategic marketing of small agribusiness, offering a practice-oriented model for the development of farmers' markets.
Keywords: farmers' markets, marketing strategies, B2C marketing, B2B marketing.

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3. Kabanenko M.N., Kabanenko A.E. Tendentsii razvitiia selskokhoziaistvennogo marketinga // Prodovolstvennaia politika i bezopasnost. – 2023. – № 2. – S. 45–52.
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7. Ellouze A., Fernandez B. Dynamics of buyer populations in fresh product markets // Journal of Nonlinear Science. – 2024. – No. 5. – Рp. 92–102.
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The influence of customer experience on consumer behavior in the beverage market: a meta-analysis of empirical studies
Alieva A.M., PhD student of the Department of Marketing, Lomonosov Moscow State University, e-mail: arzu-alieva@list.ru

This article presents a meta-analysis of 10 empirical studies dedicated to the impact of customer experience (CX) on consumer behavior in the beverage industry. It analyzes the key factors that shape customer satisfaction and loyalty, including packaging, marketing strategies, product quality, and brand perception. The results confirm that CX is a significant driver of repeat purchases, with emotional engagement and personalized interactions enhancing brand loyalty. Special attention is given to the differences in CX perception across various age groups. The study's conclusions allow companies to develop more effective customer experience management strategies, thereby increasing their competitiveness in the saturated beverage market.
Keywords: customer experience, meta-analysis, consumer behavior, beverages, packaging, marketing, customer loyalty.

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3. Shaw C. &  Ivens J. (2002). Building great customer experiences. London, UK: Palgrave Macmillan.
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5. Homburg C., Jozić, D. &  Kuehnl C. (2017). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45 (3), 377–401.
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11. Zhang M., Ren C., Wang G.A. & He Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181–193.

TERRITORIAL MARKETING

Place branding in crisis: an analysis of new challenges
Strekalova A.S., Ph. D., associate professor of the Department of Economics and Entrepreneurship, Volgograd State Technical University, e-mail: strekalovaas@mail.ru
SPIN-code: 7093-0834; Author ID: 634913; Scopus Author ID: 55548685200; ORCID ID: 0009-0005-0576-563X
Frolov D.P., Doctor of Economics, professor of the Department of Economics and Entrepreneurship, Volgograd State Technical University, e-mail: ecodev@mail.ru
SPIN-code: 7816-9453; Author ID: 185619; Scopus Author ID: 56684834600; ORCID ID: 0000-0002-7873-2725

The crisis of place marketing (hereinafter referred to as PM), based on the product concept, has led to the growth of popularity of place branding (hereinafter referred to as PB) since the mid-2000s. Currently, PB is also experiencing a crisis, which requires a comprehensive analysis of the systemic challenges it faces; we are talking about both theoretical and practical challenges.
This article examines four of the most significant challenges for modern PB, which reinforce its internal contradictions. The first challenge is associated with the contradiction between the market goals of territories (characteristic of PM) and the goals of social dialogue and harmony (priority in PB). The second challenge is due to the conflict between the theory of PB (which criticizes and rejects PM) and the practice of PB, which is based on the radical market ideology of neoliberalism. The third challenge is that the course towards inclusive BT is accompanied by a rejection of its market orientation, tearing PB away from its marketing «roots». The fourth challenge is related to the contradiction between traditional PB methods and digital methods that replace marketing «magic» with Big Data analysis technologies and artificial intelligence. The prospects for the development of PB are related to the search for adequate answers to these challenges, which will require a serious modernization of the conceptual and methodological tools.
Keywords: place marketing, place branding, Big Data, digital marketing methods, stakeholders.

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DISCUSSION CLUB

New mission for marketing
Alyoshina I.V., Associate Professor of Marketing, PhD (econ), State University of Management, Russia, e-mail: ialyoshina@gmail.com
SPIN-code: 8123-5024; Author ID: 257805; ORCID: 0000-0001-7868-0665

The ongoing geopolitical crisis of the global economy is changing markets and society as the environment and conditions for marketing. The process of transition from a unipolar to a bi- and multipolar architecture of the world order is driven largely by technological competition and the interests of controlling global innovation cycles of high technologies. The growth of well-being and quality of life of people based on high-tech economic development is considered as a new mission of marketing in the perspective of the next decade of geopolitical tension, instability and uncertainty.
The concept of holistic transformative marketing of sustainability takes marketing from the micro to the macro level of business activity, strengthening the institutions of high-tech development, including the culture for high-tech innovations.
Keywords: geopolitical crisis, marketing mission, quality of life, high-tech development, transformative marketing of sustainability, culture for high-tech innovations.

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