MARKETING TOOLS

Neuromarketing: applying brain and behavior research to business
Strizhakova E.N., Doctor of Economics, Professor, Department «Sectoral Economics and Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru
SPIN-code: 6550-7510; Author ID: 556491; ORCID: 0000-0001-8749-0505
Strizhakov D.V., Ph. D. (Econ.), Associate Professor, Department «Sectoral Economics and Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru
SPIN-code: 7378-0331; Author ID: 444160, ORCID: 0000-0002-4840-3971

This article explores the use of neuromarketing tools in assessing consumer reactions, their true preferences, and desires. It presents the key neurobiological mechanisms that influence a person during purchasing decisions – the dopamine system, the amygdala, and the prefrontal cortex – as well as ways in which these unconscious reactions can be harnessed to shape desired consumer preferences. An analysis of key studies in behavioral economics demonstrates the potential for creating favorable purchasing conditions without visibly restricting consumer freedom. Key neuromarketing research methods (EEG, MRI, eye tracking) are presented, as well as the latest developments in neural interfaces. The analysis concludes that neuromarketing tools offer significant business opportunities, enabling precise manipulation of consumers' emotional and sensory triggers to achieve desired behavior.
Keywords: neuromarketing, behavior, brain, behavioral economics, purchase motives,
neurotechnology.

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Experience marketing in Russia
Iskakov M.R., Senior Lecturer at the Department of Strategic Management at the Institute of Economics, Management and Business, Ufa University of Science and Technology, e-mail: marat.iskakov1995@yandex.ru
ORCID: 0000-0003-4098-3737
Muftakhova A.A., 3rd year Bachelor's degree in Business Management, Institute of Economics, Management and Business, Ufa University of Science and Technology, e-mail: muftahova.angelinamuf@gmail.com
ORCID: 0009-0008-8165-6832

The article considers experience marketing as a modern tool for increasing consumer engagement and strengthening brand loyalty in a highly competitive Russian market. The focus is on shaping the emotional experience of consumers through product demonstrations and production, online contests, social media, sampling, event marketing, as well as the use of digital technologies as marketing tools. The scientific novelty lies in a comprehensive analysis of experience marketing in the Russian context with a focus on digital technologies, as well as in classifying approaches and evaluating their effectiveness through real-world cases. The practical significance lies in the proposed recommendations for integrating emotional experience into the marketing strategies of Russian brands. The article will be useful for marketing researchers and practitioners, company executives and strategic development specialists interested in the effective use of experience marketing to strengthen competitive positions in the market. The empirical basis of the study was the data of world statistics. General scientific methods of deduction, comparison, induction, analysis and synthesis were also used. Information, analytical materials, and the results of the author's empirical research were used. According to a comprehensive analysis of experience marketing in Russia, a table has been compiled that highlights examples of Russian companies, the experience marketing tools they use, and key evaluation metrics such as goals and effect.
Keywords: experience marketing, experience economy, customer experience, consumer emotions, loyalty, branding, event marketing.

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MARKETING COMMUNICATIONS

The impact electronic word of mouth on generation Z consumer behavior
Timokhovich A.N., PhD in Psychology, Associate Professor at the Advertising and PR Department of State University of Management, Associate Professor at the Sociology and Advertising Communications Department of A.N. Kosygin Russian State University (Technology. Design. Art), 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
Bekreneva A.A., Project Manager at the full-cycle marketing research agency «Human Nature», e-mail: alisa.bekreneva@gmail.com
SPIN-code: 9809-4200; Author ID: 1230057; ORCID: 0009-0005-6187-7978

The article deals the problem of the influence of electronic word of mouth (e-WOM) on the consumer behavior of representatives of generation Z. The effect of social proof as a mechanism of action of e-WOM is revealed. The increasing influence of visual content, trust and authenticity factors has been revealed. The results of an empirical study using survey methods and in-depth interviews are presented. It is proved that electronic word of mouth (e-WOM) surpasses digital advertising in terms of the degree of influence on the behavior of generation Z consumers using the example of the fast food industry. A high level of trust in reviews and visual user content was revealed when making consumer decisions. Recommendations for business representatives on the development of e-WOM are formulated.
Keywords: electronic word of mouth (e-WOM), generation Z, consumer behavior, user generated content, social networks.

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9. Radaev V.V. Millenialy: kak meniaetsia rossiiskoe obshchestvo. – M.: Vysshaia shkola ekonomiki, 2025. – 296 s.
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13. Filenko S.S., Filenko Ts.S. Blogging vs traditsionnye media: tochki soprikosnoveniia i razlichiia // Sotsialno-gumanitarnye problemy obrazovaniia i professionalnoi samorealizatsii (Sotsialnyi inzhener – 2019): sbornik materialov Vserossiiskoi konferentsii molodykh issledovatelei s mezhdunarodnym uchastiem. Ch. 2. – M.: RGU im. A.N. Kosygina (Tekhnologii. Dizain. Iskusstvo), 2019. – S. 244–247.

 
MARKETING RESEARCH

Regional chocolate market: consumer assessment of the offer
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
Shatkovskaya A.L., 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: ar.sun14@yandex.ru
ORCID ID: 0009-0007-1891-925Х

The state and development trends of the Russian market of chocolate and chocolate products are presented. The peculiarities of the regional market are revealed. The reasons for the decline in sales and changes in customer demand have been identified. The structure of the chocolate product supply in the Crimean grocery market is investigated. The leaders in terms of representation on the Crimean market in terms of types of chocolate and manufacturers' trademarks have been identified. The market was segmented according to the criterion of «price». The organoleptic profile of the product has been formed.
A methodology for assessing the main characteristics that shape consumer choice is proposed. The results of a point assessment of the compliance of the characteristics of the studied samples with the expectations of buyers are presented. The assessment of the influence of the qualitative characteristics of chocolate on consumer choice was carried out by constructing a correlation relationship. An analysis of the consumer assessment of the product offer is presented.
Keywords: chocolate, chocolate products, chocolate products, chocolate market, Crimean chocolate.

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BRANCH MARKETING

Integration of national priorities into industrial corporate management
Kusraeva О.А., PhD (management), Associate Professor, Marketing Department, Graduate School of Business, National Research University «Higher School of Economics», e-mail: okusraeva@hse.ru
SPIN-code: 3423–5109; ORCID: 0000-0002-9595-4741; Researcher ID: B-7497-2016

Modern industrial markets are characterized not so much by competition among individual companies, but rather by competition between companies considering the government policies and the national infrastructure of their respective countries. A strategic choice of how to interact with the national agenda is needed, which not only determines the sources of competitive advantage but also the long-term sustainability of the business. The purpose of this article is to systematically examine the mechanisms by which industrial companies incorporate national priorities, goals, and interests into their corporate strategies and marketing practices. To do so, a case study was conducted on 23 companies from 12 different countries, analyzing annual reports, national strategic plans, and international statistical data. As a result, eight key mechanisms for incorporating national priorities were identified, and a typology of «company – country» interaction models was proposed.
Keywords: nation branding; industrial marketing; strategic management; national priorities; industrial policy; localization.

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TERRITORIAL MARKETING

Conceptual approaches to the concept of «regional competitiveness»
Kaidashova A.K., Candidate of Economics, Associated Professor of the Department of public administration of the Vladimir Branch of the RANEPA, e-mail: akaidashova@mail.ru
SPIN-code: 4290-5106; Scopus ID: 57216298177; ID РИНЦ: 648920; ORCID: 0000-0003-3922-694X

The variety of definitions of regional competitiveness that has developed in the scientific community actualizes the process of systematization of the author's views and has both scientific and practical significance for the subsequent assessment and quantitative measurement of the category.
In his article, the author identifies and describes four approaches to understanding a category, defines the relationship between them, and substantiates a system of quantitative indicators for each of them.
The proposed conceptual approaches to the essential vision of the competitiveness of a region, together with estimated indicators, can be used to form new methods for assessing competitiveness and subsequently increasing the adaptability of managing the competitiveness of territories at different levels.
Keywords: competition, regional competitiveness, conceptual approaches, and competitiveness assessment.

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Self-actualizing organizations and their role in third-wave place marketing
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

This article formulates the problem of the poor conceptualization of organizations in first- and second-wave place marketing. It describes the dilemma associated with the dominant approach in place branding, which focuses on attracting companies – future residents for place development. It also provides an interpretation of the role of organizations in different waves of place marketing. The evolution of organizations' activities that take on increased social responsibilities is presented based on an analysis of the concepts of socially responsible business, ESG organizations, green companies, and moral firms. Problems common to all pro-social organizational concepts are described. A classification of typical greenwashing methods is proposed, allowing place marketing specialists to identify organizations practicing greenwashing. Fundamental differences between self-actualizing organizations, as flagships of third-wave place marketing, and other pro-social companies are formulated. A typical business model is visualized, and a methodology for expert analysis for classifying companies as self-actualizing organizations is proposed. A real case of a self-actualizing organization is considered.
Keywords: place marketing, place branding, self-actualizing organizations, CSR, ESG, moral firms, greenwashing.

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MARKETING IN TRADE

Strategies for managing the sales of «burning» products with an expiring shelf life: from unification to differentiation
Azoev G.L., Doctor of Economic Sciences, Professor, Head of the Marketing Department, State University of Management, e-mail: azgl@yandex.ru
SPIN-code: 2460-6783; Author ID: 155547; Scopus Author ID: 57220961307; Researcher ID (WoS): C-9691-2019; ORCID: 0000-0002-5627-3097
Sumarokova E.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Marketing State University of Management, e-mail: sumarokova@bk.ru
SPIN-code: 8947-8505; Author ID: 155976; Scopus Author ID: 57218827535; Researcher ID (WoS): C-9668-2019; ORCID: 0000-0001-8963-6774

The article discusses the current problems of managing sales of perishable food products at the final stage of their life cycle. Based on the analysis of industry practices and data from consumer esearch, the ineffectiveness of unified approaches to markdown is proved. The authors substantiate the need for category-specific strategies that take into account the specifics of product spoilage, consumer behavioral patterns, and the operational capabilities of retail. The paper formulates key trends, including the transition to proactive lifecycle management through digitalization and the development of alternative sales channels, and provides practical recommendations for transforming business processes.
Keywords: marketing, inventory management, expiring shelf life, dynamic pricing, consumer behavior, food waste, retail.

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MARKETS: STATE AND DEVELOPMENT

The electric vehicle market – continues to grow
Faskhiev Kh.А., Doctor of Technical Sciences, Professor, Professor of the Department of Economics, Management and Marketing of the Ufa branch of the Financial University under the Government of the Russian Federation, Professor of the Department of Applied Fluid Mechanics of the Ufa University of Science and Technology, e-mail: faskhiev@mail.ru
SPIN-code: 8217-2985; Author ID: 459618; ID РИНЦ: 459618

An analysis of the electric vehicle market globally and in Russia is conducted. Trends in the development of «green» transport, the factors driving its expansion, and barriers to the transition to electric traction in transport are identified. The modern electric vehicle market is dynamic, with new manufacturers emerging and a growing model range. Electric vehicles are increasingly displacing internal combustion engine vehicles. This trend is being driven by government incentives and preferences for buyers of environmentally friendly vehicles, improved design, enhanced consumer properties of electric vehicles, improved battery performance, and the development of a network of electric charging stations. The Russian electric vehicle market is virtually following global trends, albeit with a 10–12 year lag.
Keywords: electric vehicle, ecology, transport, fleet, market, sales, price, passenger car, engine,
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LEGAL ISSUES OF MARKETING

Greenwashing 2.0: How companies disguish their unecological practices
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., 1st year master's student 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

This article examines the phenomenon of greenwashing, currently one of the key challenges in modern marketing. It analyzes the communication strategies and marketing tools used by companies to create the illusion of eco-friendliness in consumers' minds, despite the absence of any real environmental benefits. The empirical basis of this study is a consumer survey aimed at identifying their attitudes toward eco-labels, their level of criticality toward brand environmental claims, and the factors influencing trust in such claims. Based on the survey data, the authors assess the potential reputational consequences of greenwashing. For clarity, examples of practices employed by well-known brands are presented, demonstrating the prevalence of this phenomenon.
Keywords: greenwashing, environmental friendliness, green marketing, marketing techniques, company reputation.

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Paid trading services, legal support, and advertising role
Gutnikova O.N., PhD (Econ.), Associate Professor of the Department of Marketing, Trade and Customs Affairs, Institute of Economics and Management, V. I. Vernadsky Kazan Federal University, Simferopol, Republic of Crimea, e-mail: vechirko15@mail.ru
SPIN (RINTS): 3898-5181; ORCID: 0000-0003-2030-4178

This article presents an analysis of current regulations governing national retail trade requirements, including the organization of trade services. It defines the essence of trade services and the role of paid services in a company's marketing activities. An approach to classifying paid services by the method of charging is presented. The article identifies the types of trade services that, according to regulations, may be provided on a reimbursable basis. It focuses on the absence of regulatory requirements for the pricing mechanism for trade services and identifies a number of regulations whose provisions do not apply to trade transactions involving paid services. The article examines the regulatory provisions for the execution of agreements for the provision of paid services, identifying discrepancies between a number of documents specified therein and the types of transactions concluded. It also provides clarification regarding contracts under which trade services are provided, and identifies the conditions under which charging for them is legally limited. The need to classify a number of paid services provided in retail establishments as related types of service activities was noted, and the need to clarify and supplement individual points of current standards regarding the types of paid trade services and the specifics of establishing and collecting the cost for their provision was indicated.
Keywords: Paid services, trade services, legislative regulation, service organization.

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