MARKETING THEORY AND METHODOLOGY

Marketing concept in the formation of value-oriented needs
Morozov V.A., doctor of Economics, professor, Department of philosophy and methodology of Economics, faculty of Economics, Moscow state University. M.V. Lomonosov, e-mail: mva55.00@mail.ru

The article proposes the idea of rethinking the supply of goods and services in the modern period. The existing concepts and models of marketing on the offer of goods and services from the point of view of consumer values are considered. The analysis of the socio-ethical mission of business from the standpoint of the socio-ethical concept is given. The structure of the aggregate model of a person on the basis of his needs and values is presented. The classification of different types of values is presented. The principles in the formation of value-oriented needs are proposed.
Keywords: concept, values, needs, manufacturer, seller, principles, marketing, person.

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MARKETING TOOLS

Influence of digital technologies on marketing instruments
Golubkov E.P., Honored Science Worker of Russia, doctor of economics, professor, chief of chair “Entrepreneurship & Management”, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail: red@dis.ru

Article considers digital marketing research including investigation of consumers, markets, competitors and instruments of marketing mix. Online field data collection was characterized using internet panels and online focus-groups. The role of big data analytics was identified as an instrument of marketing and its differences from traditional analytics was disclosed. Outlined leading role of omni channels compare with multichannel applying in promotion and sale.
Keywords: digital marketing, internet-marketing, mobile marketing, channel of digital marketing, marketing research, marketing mix, social nets, blogger, marketers, consumers.

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Approaches to segmentation of environmental products consumers
Nikonorov S.M., Doctor of Economics, Professor, Department of Environmental Economics, Faculty of Economics, Moscow State University Lomonosov. Russia, 119991, Moscow, Leninsky mountains, d. 1, p. 46, e-mail: nico.73@mail.ru
Lebedev A.V., graduate student of the Faculty of Economics, Moscow State University M.V. Lomonosov, Russia, 119991, Moscow, Leninsky mountains, d. 1, p. 46, e-mail: Aleksander.Lebedew@gmail.com
Averyanova L.S., graduate student, Faculty of Business and Management, NRU Higher School of Economics, Russia, 101000, Moscow, ul. Myasnitskaya, d. 20, e-mail: AverLuba@bk.ru

Environmental marketing is aimed at satisfying the desires of consumers, taking into account the minimal impact on the environment. Its goal is a growing number of eco-conscious consumers. The article is intended to expand the research base of Russian consumers of environmentally friendly products, identify segments to improve the effectiveness of marketing activities. In a theoretical review, 45 Russian and foreign sources of literature were studied. The empirical part of the work is represented by a quantitative analysis of 280 relevant respondents using cluster analysis, the ANOVA method, and the construction of a classification trees. As a result, two statistically significant segments and two classification trees with the predictive power of 64% and 46% were obtained. It is applied paper that updating the international phenomenon of responsible consumption on Russian material.
Keywords: environmental product, green consumer, responsible consumption, segmentation, environmental marketing.

Sources
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17.  Nikonorov S.M. Ot strategii sotsialno-ekonomicheskogo razvitiia k strategii ustoichivogo razvitiia regionov Rossii // Menedzhment i biznes-administrirovanie. – 2016. – № 4. – S. 28–35.
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DISTRIBUTION CHANNELS

Problems and prospects of the Russian retail market
Kanina N.P., the candidate of pedagogical Sciences, associate Professor Siberian Transport University (STU), e-mail: Kaninanata@mail.ru

The article discusses the development strategy of Russian retail until 2025, examines the key trends of the retail enterprise and new types of customers – «Y».
Keywords: strategy of development of the Russian retail, tendencies of the retail enterprise, new generation of buyers.

Sources
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6.  Bocharova A., Demchenko D.  Antikrizisnoe upravlenie roznichnym magazinom. – Pravoobladatel: LitRes Samizdat, 2018. – 160 s.
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MARKETING COMMUNICATIONS

Studying syntactic features of advertising texts headings
Tkhorikov B.A., PhD in Sociology, Associate Professor, Head of the Department of Management and Marketing of Belgorod State National Research University, e-mail: tkhorikov@bsu.edu.ru
Vinnik A.E., Senior lecturer, Department of Management and Marketing, Belgorod State National Research University, e-mail: vinnik@bsu.edu.ru

The article describes the results of observation and a survey to assess the perception of various headings of advertising texts. The observation was attended by 12 people. People looked at 6 different headings oriented to the left or right hemisphere of the brain. We used eye-tracking glasses and software from Pupil (Germany). According to the results of processing the observation results, the possibility of enhancing the attractiveness of the headings through the use of syntax oriented to the preferential activation of one of the cerebral hemispheres was not confirmed. Conclusions are drawn on the advisability of using short exclamation or unallocated types of promotional offers.
Keywords:  leadcopy, advertising text, syntactic features, oculographic research.

Sources
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2. Ukhova L.V. Metodika otsenki effektivnosti reklamnogo teksta // Vestnik Irkut. gos. lingv. un-ta. – 2012. – № 3. – S. 196–206.
3.  Kuranova T.P. Faktory, vliiaiushchie na dostupnost vospriiatiia informatsii v reklamnoi kommunikatsii (na primere reklamy poiskovoi sistemy «Iandeks») // Vestnik KGU im. N.A. Nekrasova. – 2015. – № 4. – S. 165–171.
4. Mcquarrie E., Mick D. Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses // Journal of consumer research. –1999. – Vol. 26. – Pp. 37–54.
5. Tikhanova K.D. Iazykovye sredstva sozdaniia komicheskogo effekta v amerikanskoi i rossiiskoi reklame // Lingvokulturologiia. – 2013. – № 7. – S. 176–200.
6. Tiskova O.V. K probleme sootnosheniia funktsionalnoi normativnosti i kommunikativnoi effektivnosti reklamnykh soobshchenii // Vestnik KemGU. – 2012. – № 4. – S. 174–177.
7. Fomin A.G. Psikhologicheskie aspekty reklamnogo soobshcheniia // Psikhopedagogika v pravookhranitelnykh organakh. – 2001. – № 1. – S. 117–119.
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9.  Talalai T.S. K voprosu o reklamnom diskurse (na materiale nemetskikh tekstov reklamy) // Vestnik OGU. – 2011. – № 11. – S. 94–99.
10. Shutova N.M. Stilistika reklamnogo teksta kak perevodcheskaia zadacha (na materiale avtomobilnoi reklamy) // Vestnik Udmurt. un-ta. – 2019. – № 3. – S. 461–470.
11. Posypanova O.S. Ekonomicheskaia psikhologiia: psikhologicheskie aspekty povedeniia potrebitelei. – Kaluga: Izd-vo KGU im. K.E. Tsiolkovskogo, 2012. – 296 s.
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Increasing competitiveness of Russian fishing processing firms on account of national brand
Katernyuk A.V., applicant, Far Eastern Federal University, School of Economics and Management, e-mail: akmedia4@mail.ru, tel.+7 914 680 07 01

This article considers examples of successful branding of Russian fish processing companies that produce products under their own brand. Examples of successful trademarks for fish products in the Russian market were examined; analysis of the main objects and visual techniques used to create a successful brand; analysis of consumer archetypes to which authors of successful brands refer; recommendations are given for the introduction of an umbrella brand of Russian fish producers.
Keywords: branding, investment, advertising, packaging, statistical methods, integrated competitiveness.

Sources
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2. Bogatskaia S.G. Pravovoe regulirovanie reklamnoi deiatelnosti: monografiia – M.: Universitetskaia kniga, 2013. – 590 c.
3.  Ivanov Iu.B. Konkurentnye preimushchestva predpriiatiia: otsenka, formirovanie i razvitie: monografiia. – M.: ID «IZhEK», 2014. – 352 s.
4. Porter M. Konkurentsiia. – M.: Izd. dom «Viliams», 2016. – 496 s.
5. Danilenko N.N., Arbatskaia E.A. Konkurentosposobnost predpriiatiia sfery uslug: teoriia i metodika: monografiia. – M.: RusNait, 2016 – 160 s.
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Packaging as a channel of communication between the brand and the consumer
Ivanova V.A., candidate of economic Sciences, docent, The Russian Presidential Academy of National Economy and Public Administration (Faculty of Economic and Social Sciences), Department of management and entrepreneurship, Moscow, +7 915 041 34 56, e-mail: briard.victoria@gmail.com

The article analyzes the packaging of goods as a channel of marketing communication. The article describes the modern approaches to the creation of product packaging. The specifics of FPS-packs and selfie-suitable packs and their role in the modern world (characterized by the increasing role of the Internet and social networks in human life) are studied in detail.
Keywords: advertising, marketing, psychology of advertising, packaging, social networks, Internet, advertising communication, reach, creative approach, target audience.

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Well-known trade mark as legislatively confirmed brand
Chaykov M.Yu., PhD in Tech. Associate professor of the scientific department «Innovatika and intellectual property» The Ural federal university named by the first President of the Russian Federation B.N.Eltsin, Ekaterinburg, e-mail: dom2067@mail.ru

In article the actuality of an individualization of well-known trade marks was considered. It was offered to consider a well-known trade mark as legislatively confirm branded. Examples of an incorrect recognition of well-known signs was considered. It are offered to add standard base using introduction of the simplified system of registration for the signs.
Keywords:  intellectual property, means of an individualization, trade marks, service marks, brand, well-known trade marks, standard base in the field of well-known trade marks.

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2. Grazhdanskii kodeks RF. Chetvertaia chast / KonsultantPlius.
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MARKETING FOR NON-PRODUCTIVE SPHERE

Approaches and methods for determining and monitoring the quality indicators of tourist products for seniors
Groshev I.V., doctor of Economics, doctor of PS. N., honored worker of science, Professor, Deputy Director of the Institute of education and science, e-mail: aus_tgy@mail.ru
Korchagin E.P., Ph. D., senior lecturer, Department of Commerce and business Informatics Tambov state technical University, e-mail: aus_tgy@mail.ru

The article discusses approaches and methods for determining the quality indicators of tourist products and destinations for the elderly. On the basis of the aggregation method, many qualitative characteristics of tourist products are combined into a single indicator of the quality of tourist products for the elderly. The article describes approaches to determining the overall factors and characteristics of tourist products for calculating the aggregate quality index of tourist products for the elderly. The main reasons for the refusal to travel in the consumer segment of older people on various age sections are investigated.
Models of analysis and quality control of tourist products based on such indicators are proposed.
Keywords:  the quality of the tourist product, the quality control of tourist products, marketing research, aggregation method, indicator of quality, the elderly tourism, economics of tourism.

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1. Groshev I.V., Korchagin E.P. Problemy razvitiia rossiiskogo rynka turizma dlia potrebitelskogo segmenta lits starshego vozrasta // Marketing v Rossii i za rubezhom. – 2018. – № 3 (125). – S. 83–95.
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3. Ryndach M.A. Metody i usloviia formirovaniia sistemy kachestva na predpriiatiiakh turistskoi i sanatorno-kurortnoi sfery // Kontsept. – 2017. – № 11. – S. 45–52.

MARKETING ABROAD

Some issues on segmenting Mongolian consumer market on base of generational cohorts
Ugtakhjargal Baldangombo, MBA, lecturer of the Department “Marketing and Trade”, National University of Mongolia, e-mail: Ugtakhjargal@num.edu.mn
Urandelger Gantulga, Ph.D in business administration, senior lecturer of the Department “Marketing and Trade”, National University of Mongolia, e-mail: urna2016@gmail.com
Munkhbayasgalan Ganbold, Ph.D in business administration, associate professor of the Department “Trade and Marketing”, National University of Commerce and Business, e-mail: munkhbayasgalan@nucb.edu.mn

In this study, we try to describe 1. cohort 2. differences between generation and cohort, and why it needs to be specifically identified 3. methodology for cohort segmentation 4. cohort segmentation in Mongolian consumer market.
Keywords: generation, cohort, generational cohort segmentation, historical event, value.

Sources
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INTERNET-MARKETING

Optimization of the Vkontakte community for search queries when designing a content plan in social networks
Chibikova T.V., Ph.D., associate Professor, chair “Organization and management of science-intensive production” of Omsk State Technical University, e-mail: tchibikova@bk.ru
Krumina K.V., candidate of Economics, associate Professor, chair “Organization and management of science-intensive production” of Omsk State Technical University, e-mail: krum_x@mail.ru
Kosenko A.A., head of merchandising of the Siberian branch of OOO “Posuda-Tsentr SERVIS”, e-mail: nastyakosenko10@yandex.ru

In this study, we consider the technology of optimizing the community in the social network “Vkontakte” for search queries, which allows to increase the attendance, and as a result the commercial attractiveness of the community. The study examines how the thematic apparatus of the community is formed on the basis of the collected requests. Additionally, the “semantic core” can be used in the preparation of the “content plan” and filling the “content” of the community. This technology is correlated with the technology of “mind map” clients, which should also affect the future “content plan” of the community. The considered technology will increase the attendance of the commercial community in a comprehensive system of its promotion based on SMM-marketing technology.
Keywords:  marketing, social media marketing, semantic core of search queries, the frequency of search queries, the competitiveness of search queries, a content plan.

Sources
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6.  Kantarovich A.A.  Vozmozhnosti ispolzovaniia sotsialnoi seti dlia provedeniia SMM-aktivnosti / A.A. Kantarovich, E.V. Kachaeva // Sovremennye nauchnye issledovaniia i innovatsii. – 2015. – № 5–4 (49). – S. 46–50.
7. Krinchiian N.A. Algoritm SMM-orientirovannogo prodvizheniia brenda v sotsialnoi internet-platforme «VKontakte» / N.A. Krinchiian, A.V. Kataev // Mezhdunarodnyi studencheskii nauchnyi vestnik. – 2015. – № 6. – S. 29.
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MARKETS: STATE AND DEVELOPMENT

The market of electric vehicles in Russia – there is a revival
Faskhiev Kh.A., doctor of technical sciences, professor, Ufa branch of Financial University under the Government of the Russian Federation, Ufa state aviation technical university, e-mail: faskhiev@mail.ru

The characteristic of trends in the Russian market of electric vehicles is given. It was noted that electric car sales in Russia are small, but the market growth rate is not inferior to the world. Statistics on sales, market segmentation by model, fleet structure, state of the network of gas stations are presented. It is noted that future market development will be largely determined by the rate of decrease in battery prices and the provision of state support to buyers and manufacturers of green vehicles.
Keywords: electric car, market, sales, price, subsidies and benefits, production, battery, charging station.

Sources
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8. Rost prodazh poderzhannykh elektromobilei v Rossii operezhaet dinamiku rynka novykh [Elektronnyi resurs]. URL: vedomosti.ru/auto/news/2019/01/30/792773-rost-prodazh-elektromobilei (data obrashcheniia: 02.10.2019).
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11. Eksperty rasskazali o pokupateliakh elektromobilei v Rossii [Elektronnyi resurs]. URL: iz.ru/822744/2018-12-11/eksperty-rasskazali-o-pokupateliakh-elektromobilei (data obrashcheniia: 08.06.2019).
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List of articles published in journal «Marketing in Russia and Abroad» in 2019